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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for poultry consumption in Thailand
- Processing and environmental concerns drive consumers to scrutinise their food choices
- Safety and freshness shape perceptions of Thailand’s poultry industry
- Graph 1: important factors when purchasing a poultry product, 2024
- Help Chick Champs navigate their poultry preferences effectively
- Facilitate online shopping with enhanced credibility and convenience
- Graph 2: important factors when purchasing a poultry product, by shoppers at various channels, 2024
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KEY TRENDS
- What you need to know
- Awareness of ultra-processed foods
- Global awareness of ultra-processed foods is on the rise
- Thais are linking ultra-processed foods to serious health threats
- Nearly half of Thais have shifted to home cooking over concerns about ultra-processed foods
- Graph 3: consumers who agree with the statement ‘I’m cooking at home more often than a year ago because I’m concerned about the health effects of ultra-processed foods’*, 2024
- Processing will factor into food and drink decisions
- Local products have what it takes, with the opportunity to build on storytelling
- Eco-friendly packaging drives sustainability
- Along with health and finance, climate change is becoming a prominent worry among Thai consumers
- Graph 4: biggest concerns in the past six months, 2023
- Prioritisation of eco-friendly packaging is growing, highlighting the need to fill the environmental knowledge gap
- The eco-friendly packaging claim dominates the ethical claim category
- Graph 5: share of product launches in poultry products category, by ethical and environmental claims, 2021-24
- The Thai poultry market is sticking to the basics, with easy-to-understand eco-friendly packaging
- Online channels are shifting consumer grocery shopping behaviour
- 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 6: ownership of tech products*, 2023
- Online platforms are enhancing user-friendly features to simplify the online shopping experience
- The online poultry market in Thailand is experiencing growth, driven by increasing consumer demand for convenience and quality
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Chicken is the most popular poultry choice
- Graph 7: types of poultry purchased in the past three months, 2024
- Frozen launches are growing, while chilled options are in decline
- Graph 8: poultry launches, by storage type, 2019-24
- Overview of the poultry industry
- Perception of Thailand’s poultry industry: an overview
- Graph 9: consumer perception of poultry attributes from selected industry leaders, 2024
- Freshness beats convenience and brands in poultry choice
- Graph 10: important factors when purchasing a poultry product, 2024
- ‘No additives/preservatives’ leads safety claims for Thai poultry products
- Graph 11: share of poultry product launches with safety-related claims, 2019-2024
- ‘Hormone-free’ claim may be considered to strengthen safety reputation
- Case study: CP chicken attaining space-grade certifications to prove highest safety and quality standards
- Combine freshness and convenience with resealable packaging
- Creative global approaches to communicating poultry freshness and safety
- Room to market poultry as a stronger partner in healthy diets
- Enhance meaningful high protein content to align with the health-focused market
- Global strategies for highlighting nutritional benefits in poultry products beyond high-protein claims
- Case study: Betagro positions health as a core pillar of its brand identity
- Close the eco-friendly gap
- Holistic commitments to ethical practices and environmental care can win consumers’ trust in sustainability
- Global case study: Farmer Focus is telling sustainability stories through traceable farm ID
- Addressing the needs of frequent users
- Putting the spotlight on the Chick Champs
- Poultry for purpose: Chick Champs consume poultry to fuel their protein requirements
- Enhance value with certified-organic offerings to target the frequent users
- Graph 12: important poultry purchase consideration factors, by Chick Champs vs total, 2024
- Invest in organic product choices to ease Chick Champs into more frequent consumption
- Highlight high mineral content to achieve a quick-win opportunity
- Graph 13: important poultry purchase consideration factors, by Chick Champs vs total, 2024
- Differentiate with mineral-rich claims to remind consumers of the benefits of poultry beyond protein
- Chick Champs crave premium and convenient poultry
- Graph 14: types of poultry purchased, by Chick Champs vs total, 2024
- Novel poultry product varieties to excite the Chick Champs in and out of home
- Convenience stores and online platforms are game-changers for bringing poultry to the Chick Champs
- The weakest link: women aged 35+ are cutting back on poultry, citing health concerns
- Graph 15: reasons for decreased consumption of meat, poultry and dairy products, by age and gender, 2024
- Emergence of online channels
- Online channels show promise for poultry products but remain lacklustre
- Graph 16: poultry purchase channels, 2024
- Affluent young Bangkokian men are driving the surge in online poultry shopping
- Graph 17: online poultry purchase channels, by age and gender, region, and financial situation, 2024
- Launches available for online orders are lagging, while mass merchandise spikes
- Graph 18: poultry format type, by channel, 2019-24
- Graph 19: poultry launches, by store type, 2021-24
- Despite increasing adoption, online grocery shopping lags behind in perceived product freshness and customer service
- Graph 20: attribute association with grocery shopping channels, 2023
- Solidifying the online channel as a one-stop shop for a variety of poultry cuts and formats
- Graph 21: types of poultry purchased in the past three months, by channel, 2024
- Enhance convenience with a wide selection of products tailored to diverse preferences
- Building trust online
- Graph 22: important factors when purchasing a poultry product, by shoppers at various channels, 2024
- Foster credibility with emphasis on transparency and authenticity
- Focus on offering convenient poultry varieties online
- Graph 23: important factors when purchasing a poultry product, by shoppers at various channels, 2024
- Attract time-conscious shoppers with frozen options
- Graph 24: consumers that select ‘I buy more frozen poultry products now compared to the past’, by living situation and parent status, 2024
- Elevating frozen beyond the freezer
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APPENDIX
- Consumer research methodology
- Report definition
- Social data research methodology
The Report examines the factors influencing poultry consumption in Thailand, highlighting key factors influencing consumer behaviour and market dynamics.
As concerns about ultra-processed foods continue to grow, Thais are becoming increasingly mindful of what goes into their food. Safety and quality have become the top priorities for poultry products, presenting opportunities for brands to enhance their positioning through a focus on health and sustainability.
Frequent poultry consumers represent a key market segment, driving demand for convenience and premium aspects. Online grocery and quick commerce are also emerging channels, though they face challenges addressing perception of freshness and transparency.
Read the Report to learn how brands can bridge the perception gap in the poultry industry, effectively engage frequent consumers and foster transparency and trust on online platforms.
This report looks at the following areas:
- Purchase frequency of poultry products
- Type of poultry product purchased
- Poultry product purchase channel
- Attributes associated with the poultry industry
- Important features consumers seek in poultry products
- Consumer behaviour and attitude towards poultry
Bridge the perception gap in the poultry industry, effectively engage frequent consumers, and foster transparency and trust on online platforms.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report examines the Thai retail market for poultry consumption. This includes processed poultry derived meat products (chicken, turkey, duck, goose, etc). It includes fresh, frozen or canned products such as sliced turkey, chicken patties/burgers, chicken wings, chicken nuggets and chicken sausages.
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