Thrive amidst inflationary pressure with an affordable nutrition proposition, enhanced in-store efficiency, and quality fresh foods online.
Rashmika Khanijou, Senior Analyst
Collapse All
-
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
-
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
-
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
-
appendix
- Consumer research methodology
- TURF analysis
- Infegy Atlas
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
