2024
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Thailand Attitudes towards Healthy Eating Market Report 2024
2024-07-09T15:01:37+01:00
REP6CB0931F_E89B_4206_AAB7_49507BB0D70C
2195
174489
[{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
The COVID-19 pandemic has highlighted the significance of healthy eating habits. In Thailand, there is a growing trend towards investing in nutritious food, beverages, vitamins and supplements. Consumers appreciate the…

Thailand Attitudes towards Healthy Eating Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

The COVID-19 pandemic has highlighted the significance of healthy eating habits. In Thailand, there is a growing trend towards investing in nutritious food, beverages, vitamins and supplements. Consumers appreciate the positive impacts these choices have on their overall wellbeing.

Despite this heightened health awareness, financial constraints hinder the good intentions of many. Many individuals struggle to uphold a nutritious diet on a budget, leading to a rise in the consumption of convenient, affordable comfort foods.

This Report delves into the diverse levels of health-consciousness across different demographic groups in Thailand. It examines how Thais navigate economic challenges while prioritising their health. While there is an increasing desire to obtain health benefits from food & drink, the fundamental question remains: do consumers perceive these products as genuinely influencing their wellbeing?

This report looks at the following areas:

  • Intentions for healthy eating
  • Actions to reduce food expenses
  • Consumer perceptions of health aspects in their diet
  • Behaviours and attitudes towards healthy eating
  • Emerging trends in NPD for future better-for-you food & drink options

Promote accessible, nutritious eating by offering satiating and healthy choices; strategise product upgrades aligned with sought-after health benefits.

Pimwadee Aguilar, Associate Director Food & Drink – Thai Consumer

Market Definitions

Report definition:

This Report looks at consumers’ attitudes towards and behaviours related to healthy eating and drinking. The Report covers all food & drink categories.

Table of Contents

  1. executive summary

    • Mintel's perspective
    • Key issues covered in this Report
    • Overview
    • The five-year outlook for healthy food & drink in Thailand
    • Navigating the health-conscious shift in Thailand
    • Help consumers navigate financial priorities for healthier eating
    • Graph 1: what would consumers do if they have to spend less on food/drink, 2023
    • Innovate around satiety, naturalness and low sodium
    • Strategically unlock health priorities in Thailand
  2. key trends and market factors

    • What you need to know
    • Financial worries take the lead
    • Thailand's economy is expected to recover slowly in 2024, but concerns remain
    • Food and beverages, particularly those consumed at home, account for a large part of household budgets
    • Graph 2: spending habits in the past 12 months*, 2024
    • Despite lingering pessimism, confidence towards the future economic outlook is growing
    • Graph 3: consumers who feel pretty confident that they'll be financially ok*, 2021-24
    • Is healthy food premium food?
    • Graph 4: agreement with select statements regarding healthy eating*, by market, 2024
    • Food serves as medicine for embracing graceful ageing
    • Post-COVID-19 sickness prompts all parties to enhance efforts to promote consumer wellbeing through improved health and nutrition
    • An increasing trend in health-awareness is emerging at a younger age; preventive health measures are pivotal for graceful ageing
    • Graph 5: attitudes towards ageing*, 2024
    • Thais are taking proactive measures for their future health and finances
    • Staying informed stands out as a dominant approach to fostering healthy eating habits
    • Higher health-consciousness drives nutrition and health functionality as strong indicators of value
    • Graph 6: product preference, by product category, 2023
    • The market is responding to the health agenda, with room for improvement
    • Thai public health authorities are prioritising sodium reduction due to the rising prevalence of NCDs
    • Low-sodium claims are gaining momentum in response to consumers' heightened concerns about sodium intake and the upcoming health policy
    • Graph 7: food & drink launches with 'minus' health claims, 2021-24
    • Food services and packaged food & drink brands are taking steps to make healthy foods more convenient and tasty
    • Stagnating packaged functional product launches indicates more room for improvement
    • Graph 8: food and non-alcoholic beverage launches with functional claims, 2021-24
  3. what consumers want and why

    • What you need to know
    • Help consumers navigate financial priorities for healthier eating
    • There is a growing culture of healthy eating, particularly among Zillennials
    • Graph 9: how often consumers try to eat healthily, by generation, 2022-2023
    • Affordability remains a stronger factor than nutrition in shaping consumer preferences
    • Offer guidance to help consumers eat healthily on a budget
    • Retailers can seize the opportunity to offer new private labels for individual health needs
    • To cut down on food costs, Thais instinctively opt to cook at home, decrease snacking, and enjoy more-filling meals
    • Graph 10: actions consumers would undertake if they had to spend less on food/drink, 2023
    • Is cooking at home really more cost-effective than buying-in?
    • Focus on educating young singletons on how to cook healthier meals on a budget
    • Graph 11: actions consumers would take if they had to spend less on food/drink, by age and living status, 2023
    • Leveraging technology is simplifying affordable meal planning for younger consumers
    • In addition to air fryers, more smart appliances will emerge to help consumers cook healthier foods, faster
    • Challenging times for players in the snacking space amid the cost-of living crisis
    • Graph 12: actions consumers would take if they had to spend less on food/drink, by age, 2023
    • Develop nutritious snack foods with strong credentials to ensure continued consumer relevance
    • Acknowledge older consumers' tendency to shift away from meat to cut food costs; offer more-affordable healthy protein sources
    • Graph 13: actions consumers would take if they had to spend less on food/drink, by age, 2023
    • Offer affordable, high-quality protein options, especially to over-35s
    • Innovate around satiety, naturalness and low sodium
    • Satiety plays a significant role in food & drink's appeal
    • Graph 14: agreement with select statements regarding the satiety levels of different food varieties, by age, 2023
    • High protein and fibre content is the key to a satisfying breakfast that keeps you feel
    • Graph 15: agreement with select statements about breakfast, by age group, 2023
    • Three emerging ingredients for satiety
    • High-protein, high-fibre Asian meals
    • For enhanced satiety, embrace texture, temperature and mindful eating
    • The attraction of naturalness continues to shape consumers' food preferences, with organic claims growing in appeal
    • Graph 16: most important 'additive' factors when looking for healthy foods*, 2021-23
    • Make beverages and snacks more permissible through the use of natural claims
    • Over the last three years, consumers have become more open to low-sodium food innovations
    • Consumers are open to more low-sodium food innovations
    • Graph 17: most important 'restrictive' factors when looking for healthy foods*, 2021-23
    • Leverage trending ingredients, such as matsutake mushroom, for salt reduction in sauces and seasonings
    • New technology for low-salt snacks
    • Position potassium-rich products as blood pressure regulators
    • Strategically unlock health priorities in Thailand
    • Functionality continues to present strong opportunities within healthy eating
    • Graph 18: added benefits that would appeal to consumers when choosing a food & drink product, 2023
    • Not all aspects of health are intuitively linked to dietary impact
    • Graph 19: extent to which consumers think what they eat or drink affects each health aspect, 2023
    • Shaping healthy food & drink NPD strategies through health benefit priority analysis
    • A summary: health benefit landscape reveals the unique status of each benefit type in the Thai market
    • Graph 20: opportunities for health benefits in food & drink, 2023
    • Health benefits matrix
    • Brain health
    • Communicating brain health efficacy doesn't have to be complicated
    • Match brain health with satiety benefits to help consumers deal with stress
    • Immune health
    • Trending ingredients for an immune boost
    • Graph 21: food & drink with select immunity-boosting ingredients, 2021-24
    • Examples of immunity-boosting products with trending ingredients
    • Eye health
    • Highlight promotion of blue light protection
    • Skin health
    • Vitamins and collagen are common in beauty supplements, and brands can differentiate by exploring novel ingredients
    • Graph 22: top nutrients in food, drinks and supplements with beauty benefit, 2019-24
    • Hyaluronic acid and ceramides hold potential to be the next top ingestible beauty ingredients
    • Graph 23: food, drinks and supplements with beauty benefits containing hyaluronic acid, ceramide and proteoglycan, 2019-24
    • Hyaluronic acid and ceramides hold potential to be the next top ingestible beauty ingredients
    • Learn from supplement brands to build traction and improve efficacy through latest format innovation
    • What's next: slow skin ageing with ingestible skin health products
    • Sleep health
    • Functional food & drink can support consumers' sleep routines
    • Food lullaby
    • Digestive health
    • Probiotics are heroes for digestive health and beyond
    • Lead communication with gut health, but also move into holistic wellness to win on value
    • Psychobiotics is the new frontier for nutritional psychiatry
  4. APPENDIX

    • Report definition
    • Consumer research methodology

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