This report looks at the following key areas:
- Perceived principles of a healthy diet.
- Healthy eating intentions.
- Motivations to engage in healthy eating.
- Thais’ willingness to change dietary practices.
- Associations of flavour groups to attributes such as healthy and tasty.
- Product and communication innovations to support Thais’ healthy eating ambitions.
Help consumers increase fruit/veg in their dishes and motivate them to keep a good balance between health and pleasure using affordable, effortless nutritious solutions.
Pimwadee Aguilar, Associate Director Food & Drink – Thai Consumer
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executive summary
- Key issues covered in this Report
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key trends and market factors
- The ‘chronically-ill’ consumers
- Graph 1: life expectancy at birth, 2000-20
- Graph 2: health satisfaction, by age and gender, 2022
- Graph 3: agreement to the statement ‘governments should do more to encourage healthy eating in children and teens’*, 2022
- The health-directed market
- Graph 4: shift in health benefits consumers are interested in, 2020 vs 2022
- Graph 5: value indicators in food and drink, 2022
- Graph 6: launches of food and drinks, by claim category, 2020-22
- Graph 7: change in dietary preference, 2021-22
- The price of healthy eating
- Graph 8: consumers who plan on cooking more at home in the next one year, by generation and area, 2022
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What consumers want and why
- Principles of a healthy diet
- Graph 9: selected top five most important eating habits to achieve good health, 2022
- Graph 10: consumers who choose ‘eating fruit and vegetables’ as one of the top five most important eating habits to achieve good health, by age, 2022
- Graph 11: selected most important eating habits to achieve good health, 2022
- Graph 12: actions consumers have been doing regularly in the past six months in order to stay healthy, by age and financial status, 2022
- Graph 13: consumers ranking ‘cut/limiting strong flavoured food and/or drinks’ in the top five most important eating habit to achieve good health, by region, 2022
- Graph 14: changes consumers are willing to make in the next six months to achieve good health, by age and region, 2022
- Graph 15: agreement to statements relating to healthy diet, 2022
- Graph 16: changes consumers are willing to make in the next six months to achieve good health, by age, 2022
- Graph 17: changes consumers are willing to make in the next six months to achieve good health, by age, 2022
- Healthy eating intentions
- Graph 18: consumers who try to eat healthily, by age and gender, 2022
- Graph 19: agreement to the statement ‘It is too troublesome to follow a healthy diet’, by age and gender, 2022
- Graph 20: changes consumers are willing to make in the next six months to achieve good health, 2022
- Graph 21: consumers who try to eat healthily, by financial status, 2022
- Willingness to make dietary changes
- Graph 22: changes consumers are willing to make in the next six months to achieve good health, 2022
- Graph 23: changes consumers with different levels of healthy eating intention are willing to make in the next six months to achieve good health, 2022
- Graph 24: changes consumers are willing to make in the next six months to achieve good health, by age, 2022
- Graph 25: consumers who are willing to ‘have less social life due to certain diet restrictions’ in the next six months to achieve good health, by working situation, 2022
- Motivations for engaging in healthy eating
- Graph 26: motivations for dietary change, by age and gender, 2022
- Graph 27: motivations for dietary changes, by age and gender, 2022
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appendix
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