As conscious consumerism rises, Thais look to food and drink brands to champion their causes. Acting on this consumer expectation opens up opportunities to win.
Pimwadee Aguilar, Associate Director Food & Drink – Thai Consumer
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executive summary
- Key issues covered in this Report
- Graph 1: influence of CSR initiatives on food and drink choices, by age and financial status, 2023
- Graph 2: important issues for brands to support, 2023
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key trends and market factors
- Consumers' focus on value and transparency
- Graph 3: value indicators in food and drink, 2022
- Increased consumer consciousness
- Graph 4: agreement with the statement "It is my responsibility to make sustainable food and/or drink choices that protect the environment", by generation, 2022
- Graph 5: agreement with the statement 'It is my responsibility to make sustainable food and/or drink choices that protect the environment', by financial situation, 2022
- Food and drink companies are taking actions beyond product innovations to achieve sustainability
- Graph 6: food and drink launches with ethical/environmental claims, by category, 2020-23
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what consumers want and why
- Graph 7: advocacy versus boycotting, by monthly household income, 2023
- Prioritise people and the planet
- Graph 8: important issues for brands to support, 2023
- Graph 9: areas consumers think food and drink brands/companies should prioritise and/or support the most, by age, 2023
- Graph 10: preferred methods to support brands' CSR activities, 2023
- Graph 11: ways to support brands' CSR initiatives, 2023
- Graph 12: ways consumers are willing to support a brand's CSR activities, by age and financial situation, 2023
- Graph 13: ways consumers are willing to support a brand's CSR activities, by age and financial status, 2023
- Messaging to affluent consumers
- Graph 14: information sources, 2023
- Graph 15: information sources, by age, 2023
- Graph 16: influence of CSR initiatives by food and drink brands on purchase decisions, 2023
- Graph 17: influence of CSR initiatives on food and drink choices, by age and financial status, 2023
- Graph 18: agreement with the statements about supporting a brand's or company's CSR activities, by age and financial status, 2023
- Graph 19: influence of CSR initiatives on food and drink purchase decisions, among consumers who are exposed to different amount of information sources about CSR initiatives, 2023
- Roles of CSR initiatives
- Graph 20: how much more consumers would be willing to pay for a food/drink product from a brand/company with corporate social responsibility (CSR) activities, by financial status, 2023
- Graph 21: how much consumers of various non-alcoholic beverages would be willing to pay more for a food/drink product from a brand/company with corporate social responsibility (CSR) activities, 2023
- Graph 22: how much consumers would be willing to pay more for a food/drink product from a brand/company with CSR activities, by consumers with different level of willingness to pay for premium coffee, 2023
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appendix
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