Thailand Cooking at Home Market Report 2022
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As Thais plan to cook more at home, experimenting in the kitchen is set to grow, creating avenues for brands to offer novel recipes and enhance cooking experiences.
Rashmika Khanijou, Research Analyst
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executive summary
- Key issues covered in this Report
- Graph 1: % of consumers who plan on cooking more in the next one year, by consumers who love to experiment in the kitchen during their free time, vs total, 2022
- Graph 2: select cooking-at-home behaviours, by cooking frequency, 2022
- Graph 3: strong agreement with the attitude statement 'cooking gadgets that can save me time in the kitchen would be appealing', by generation, 2022
- Mintel predicts
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key trends
- The rise in at-home cooking drives culinary upskilling
- Plant-based diets are trending
- Graph 4: change in dietary preference, 2021-22
- Demand for convenience drives kitchen-hack innovations
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consumer insights
- Graph 5: frequency of cooking at home in the last one year, 2022
- Graph 6: consumers with the selected behaviour 'I only cook if needed', by cooking frequency, 2022
- Graph 7: strong agreement with the selected attitude statement 'cooking at home is my passion', by cooking frequency, 2022
- Graph 8: consumers who plan on cooking more at home in the next one year, by generation and area, 2022
- Experimenting in the kitchen will gain prominence
- Graph 9: consumers who would like to cook more plant-based meals (eg tofu, plant-based meats) at home than before, by cooking frequency, 2022
- Graph 10: consumers who would like to cook more plant-based meals (eg tofu, plant based meats) at home than before, by region, 2022
- Graph 11: consumers who try to cook meals of different international cuisines (eg Japanese, Italian), by consumers who love to experiment in the kitchen during their free time, vs total, 2022
- Graph 12: interest in cooking special dishes on special occasions (eg Christmas dinner), by consumers who love to experiment in the kitchen during their free time, vs total, 2022
- Enhance the scratch-cooking experience for consumers
- Graph 13: select cooking-at-home behaviours, by cooking frequency, 2022
- Graph 14: preference to cook from scratch, by age groups, 2022
- Graph 15: strongly agree to select attitude towards cooking at home, by consumers who prefer to cook from scratch, vs total, 2022
- Graph 16: any rank of 'long cooking time' as a top three difficulty in cooking at home, by consumers who prefer to cook from scratch, vs total, 2022
- Graph 17: interest for select home cooking products/services, by consumers who prefer to cook from scratch, vs total, 2022
- Tailor products for use with different kitchen appliances
- Graph 18: strong agreement with the attitude statement 'cooking gadgets that can save me time in the kitchen would be appealing', by generation, 2022
- Graph 19: consumers who regularly use an air fryer to cook their meals, by region, 2022
- Graph 20: consumers who use smart cooking appliances for cooking (eg smart microwave, smart air fryer oven), by monthly household income, 2022
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market applications
- Target Culinary Enthusiasts with a variety of in-trend recipes
- Help scratch-cookers upskill and maximise efficiency
- Pair products to cook with kitchen appliances and exemplify its benefits
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appendix
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