2024
0
Thai Attitudes towards Grocery Shopping Consumer Report 2024
2024-05-14T10:01:18+00:00
REPCCFECD7A_944B_43BE_9298_1F9A388D0CC8
2995
172959
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Report
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Thrive amidst inflationary pressure with an affordable nutrition proposition, enhanced in-store efficiency, and quality fresh foods online.Rashmika Khanijou, Senior Analyst…

Thai Attitudes towards Grocery Shopping Consumer Report 2024

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Thrive amidst inflationary pressure with an affordable nutrition proposition, enhanced in-store efficiency, and quality fresh foods online.

Rashmika Khanijou, Senior Analyst

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  1. executive summary

    • Mintel's perspective
    • Key issues covered in this Report:
    • Overview
    • The outlook for grocery shopping in Thailand
    • Economic uncertainties drive budget constraints, reshaping grocery shopping values
    • Help shoppers navigate nutritious choices on a budget
    • Increase efficiency of in-store shopping
    • Graph 1: association of attributes with grocery shopping channels, 2023
    • Enhance the perceived freshness and customer service of food online
    • Graph 2: purchase location of different grocery items in the past six months, 2023
  2. key trends

    • What you need to know
    • Economic concerns are shaping shopping behaviours
    • Despite wage increases and declining inflation, Thais remain budget-cautious
    • Graph 3: financial comparison to a year ago, by market*, 2024
    • Value means more than just money
    • Consumers are willing to spend on health… but cautiously
    • A gap in nutrition's affordability persists
    • Tech-driven convenience in the shopping experience
    • Consumers' shift in lifestyle warrants convenient meal options
    • Technology is optimising the eating, shopping and meal planning experiences
    • High digital engagement will drive efficiency
    • Graph 4: ownership of tech products*, 2023
    • AR has the potential to be a 'profound technology' in the next decade, enhancing the shopping experience
    • Rise in adoption of AR technology by retailers across industries
    • A vision of how augmented reality could transform grocery shopping
    • Evolution of ecommerce in Thailand
    • Thais are incorporating online shopping into their lifestyles
    • Graph 5: hours spent on shopping online per week, by market, 2024
    • Increasing penetration of food & drinks in ecommerce
    • Graph 6: online shopping services/products used in the last six months, 2023
    • Online discussions regarding ordering food and snacks online unveil a mix of sentiments
    • Smartphones facilitate convenient and accessible shopping
  3. what consumers want and why

    • What you need to know
    • Help shoppers navigate nutritious choices on a budget
    • Economic uncertainties are prompting Thai shoppers to embrace both restrictive and creative shopping approaches to save costs
    • Graph 7: impact of inflation/rising prices on grocery shopping behavior, 2023
    • Gen X are more likely to adopt a restrictive grocery shopping behaviour
    • Graph 8: impact of inflation/rising prices on grocery shopping behaviors, by generation, 2023
    • A key strategy to retain shoppers is to build a value proposition around affordable nutrition
    • Graph 9: important factors when choosing a grocery retailer, by generation, 2024
    • Enhance the affordable nutrition proposition by facilitating meal planning
    • Graph 10: consumers who cite 'cook at home more often' to save cost on food/drinks, by generation, 2023
    • Stand as an inspiration and provide resources to facilitate healthy meal planning
    • Address Gen X's unique financial challenges with shopping tools
    • Promote nutrition for healthy ageing
    • Speak value to dual caregivers by promoting health and nutrition for the whole family
    • Women across age groups are treasure-hunting shoppers
    • Graph 11: impact of rising prices/inflation on grocery shopping behaviours, by gender, 2023
    • Reward healthier food choices to retain women shoppers through creative, loyalty programs
    • Motivate healthier food choices with appealing deals and promotions
    • Private-label products are appealing to financially stable consumers
    • Graph 12: impact of rising prices/inflation on grocery shopping behaviours, by financial situation, 2023
    • Opportunities for innovation in Thai retailers' private-label product offerings
    • Graph 13: private-label food & drink launches, by category, 2019-24
    • Walmart's premium private-label line, Bettergoods, showcases how retailers can appeal to a wider range of higher-income consumers
    • Increase the efficiency of in-store shopping
    • The majority of Thais still prefer to shop in stores
    • Graph 14: purchase location of different grocery items in the past six months, 2023
    • On top of affordability, convenient location is key to maximise appeal of a physical grocery retail store
    • Retailers with increased accessibility will drive appeal among Gen Xers who are efficient shoppers
    • Enhance accessibility in urban and suburban areas
    • Graph 15: consumers who cite convenient location as important factor when choosing grocery retailer, by area, 2023
    • Venture with smaller store concepts to target city shoppers
    • Modernise local grocery stores in small formats for enhanced accessibility
    • Affluent consumers prioritise proximity over price, calling for high-quality offerings within easy reach
    • Graph 16: important factors when choosing a grocery retailer, by financial situation, 2023
    • In-store shopping falls behind on 'efficiency' and 'experience' in comparison to online shopping
    • Graph 17: attributes associated with grocery shopping channels, 2023
    • The perceived lag in in-store shopping efficiency is most prominent among  affluent Thais
    • Graph 18: association of select attributes with 'in-store' shopping, by financial situation, 2023
    • Leverage technology to enhance affluent Thais' in-store efficiency
    • Graph 19: consumer interest in using a grocery shopping mobile app that helps ease the shopping experience, by financial situation, 2023
    • Start from the basics – utilise AR to integrate shopping lists in-app to efficiently locate products in store
    • Use technology to offer a loyalty and reward scheme that showcases value for money, and helps efficiently find the best deals
    • Enhance in-store efficiency for affluent consumers by pushing easily accessibile product information
    • Graph 20: consumers who check all food/drink product information (eg nutrition, sourcing info) when grocery shopping, by financial situation, 2023
    • Leverage QR codes as smart shelf tags to promote transparency
    • Enhance customer service and the perceived freshness of foods online
    • Online grocery shopping is growing among affluent urbanites
    • Graph 21: consumers who have increased their online grocery shopping frequency, by area and financial situation, 2023
    • Despite increasing adoption, online grocery shopping lags behind in perceived product freshness and customer service
    • Graph 22: attribute association with grocery shopping channels, 2023
    • Snacks and instant foods are leading the way as the most popular categories for online shopping, while fresh foods require a boost
    • Graph 23: purchase location of different grocery items in the past six months, 2023
    • Push online demand for fresh groceries
    • Facilitate collaboration with peers online to add the in-store human touch and build purchase confidence
    • Sustainability initiatives for online platforms can drive niche appeal among affluent Thais
    • Graph 24: consumers who cite 'sustainable/eco-friendly' as an important feature that influences choice of grocery retailer, by financial situation, 2023
    • Offer an online shopping and delivery scheme that promotes packaging reusability
  4. appendix

    • Consumer research methodology
    • TURF analysis
    • Infegy Atlas

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