This report looks at the following areas:
- Snacking frequency in the past month
- Types of snacks consumed in the past month
- Snack features consumers look for at different times of day
- Triggers for snacking
Develop purposeful snacks for Mindful Snackers and sensorial stimulating snacks for Emotive Snackers. Align formulations with different dayparts.
Rashmika Khanijou, Senior Analyst
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- What you need to know
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MARKET LANDSCAPE
- Snacking is an integral part of Thai consumers’ lives
- Graph 1: snacking frequency in the past month, 2025
- Graph 2: types of snacks consumed in the past month, 2025
- Brands are seeking ‘healthier crunch’ solutions, redefining snack indulgence
- Graph 3: share of snack product launches, 2020-25
- Mapping Thailand’s three distinct snacking consumer segments
- Consumer segmentation: Thai snackers are divided based on their trust and scepticism towards snacking
- It starts with hunger: the physiological core of Thai snacking
- Graph 4: triggers for snacking, 2025
- Mintel’s Reports trace a clear shift in the snacking market
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MINDFUL SNACKERS
- Mindful Snackers: who are they and what are their snacking habits?
- Mindful Snackers balance comfort with control
- Graph 5: any agree ‘snacking would have adverse effects on long-term health’, by Mindful Snackers vs Total, 2025
- Graph 6: ‘strongly agree’ with statements by Mindful Snackers vs Total, 2025
- Mindful Snackers: types of snacks consumed
- Graph 7: types of snacks consumed in the past month, by Mindful Snackers and index value, 2025
- Now: unlock the energy opportunity for fruit snacks
- Graph 8: share of product launches in select categories with ‘energy’ claims, 2020-25
- Now: tap into the inherent ‘fueling’ benefits of fruit snacks
- Now: emphasise cognitive clarity to position energy snacks for everyday productivity
- Graph 9: brain-related challenges experienced in daily life, 2025
- Next: bring functional health benefits to everyday snack formats
- Graph 10: share of product launches in snack categories, by select functional claims, 2022-25
- Next: reimagine fruit snacks as a dual-purpose fuel for mind and body
- Next: tap into the science of satiety to promote weight management and minimise snack barriers
- Offer nutrient-rich snacks to promote satiety for weight management
- Next: preserve the pleasure of crunchy snacks while addressing sodium worries
- Kombu seaweed extract gains traction in reduced-sodium crunchy snacks
- Graph 11: share of product launches in crunchy snack categories that contain ‘low/no/reduced sodium’ claim, by top 10 herbs and spices and algae, 2022-25
- Next: future-proof crunchy snacks by anticipating the palm-oil free wave before it peaks
- Graph 12: share of product launches in crunchy snack categories featuring palm-oil free claim, 2020-25
- Rice bran oil leads as a palm oil replacement
- Graph 13: share of ‘palm oil-free’ product launches in crunchy snack categories made with different oils, 2020-25
- Future: snacks can achieve supplement quality to target chronic health issues and nutrient deficiencies in Thailand
- Future: GlyciGuard Crunch Chips, a supplement-quality snack
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EMOTIVE SNACKERS
- Emotive Snackers: who are they and what are their snacking habits?
- Emotive Snackers
- Graph 14: ‘strongly agree’ with statements regarding snacking, by Emotive Snackers vs Total, 2025
- Graph 15: ‘any disagree’ with ‘snacking would have adverse effects on long-term health’, by Emotive Snackers vs Total, 2025
- Emotive Snackers: types of snacks consumed
- Graph 16: types of snacks consumed in the past month, by Emotive Snackers and Index value, 2025
- Now: leverage snacks’ emotional appeal
- Now: double down on the crunch factor
- Graph 17: share of snack product launches, by texture, 2022-25
- Now: double down on the crunch factor
- Now: bring the crunch factor to non-alcoholic beverages
- Next: keep the crunch while venturing into untapped textures for enhanced sensory stimulation
- Next: introduce aroma cues to deepen the emotional connection
- Emotive Snackers are emotionally charged, situational snackers
- Graph 18: triggers for snacking, by Emotive Snackers vs total, 2025
- Next: redefine fruit snacks through emotional storytelling
- Next: strengthen the emotional connection by tapping into in-home snacking rituals
- Next: snacking and exercise serve the same emotional purpose for Emotive Snackers
- Graph 19: motivations to engage in exercise activities, by Emotive Snackers vs total, 2025
- Next: combine instant gratification in exercise and emotionally rewarding snacks
- Future: snacks can be internal self-care that mirrors external grooming for total gratification
- Future: hard-chew snacks positioned for exercise and men’s grooming
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CURATING SNACKS FOR TIME OF DAY
- Mapping Thai consumers’ circadian snacking needs
- Now: add protein for morning fuel and crunch for stimulation
- Graph 20: share of product launches in the snacks category, by top 15 claims, 2022-25
- Now: position high-protein crunchy performance snacks as morning fuel
- Now: develop a ‘fuel the mid-morning’ positioning in communications
- Next: leverage nuts as natural protein + crunch heroes for morning performance, promoting healthy fats
- Next: distinguish mid-morning and mid-afternoon needs with different plus-minus claims
- Next: distinguish mid-morning and mid-afternoon with different plus-minus claims
- Formulate for morning vs afternoon needs
- Next: design evening snacks with permissible nourishment for recovery
- Double down on fibre with permissible indulgence for a good evening
- Future: snack brands can tap into the Thai structured ‘pinto’ eating tradition and bring chrono-nutrition to snacks
- Future: circadian snacking ‘pinto’
- Key takeaways
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appendix
- Generations
- Consumer research methodology
- TURF analysis
- Correspondence analysis
- Segmentation: target groups/clusters
- Repertoire analysis
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