Expert Insights from a Food Analyst
This report, written by Rashmika Khanijou, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the Thai seasoning market and add expert context to the numbers.
Cater to Thai consumers’ desire to explore global cuisines and add ease to making authentic regional dishes. Focus on fortification and functionality.
Rashmika Khanijou
Research Analyst
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executive summary
- Key issues covered in this Report
- Graph 1: frequency of eating different types of Thai regional cuisines, 2023
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key trends
- Growing traction of Thai local cuisines
- Graph 2: interest over time in various types of Thai cuisine, 2020-23
- The search for optimum health and wellness
- Graph 3: top three most important factors considered when choosing packaged food and/or drinks, 2022
- Graph 4: attribute association with natural/organic food and drink, 2022
- Demand for convenient and novel meal experiences
- Graph 5: value indicators in food and drink*, 2022
- Graph 6: seasoning launches, by share of select convenience claims, 2019-23
- Social media is a growing source for recipe inspiration
- Graph 7: cooking sauces and seasonings launches, by share of social media claims, 2018-23
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what consumers want and why
- The global cuisine opportunity
- Graph 8: select behaviour ‘I am interested in trying exotic seasoning blends from different cultures’ by region and area, 2023
- Graph 9: select behaviour ‘I am interested in exploring global cuisines through their authentic herbs and spices’, by generation, 2023
- Graph 10: select behaviour ‘I rely on social media for trending global recipe ideas’, by generation, 2023
- Graph 11: share of product launches in the seasoning category, by ‘social media’ claims, 2020-23
- Graph 12: experience of cooking dishes of global cuisines by using their authentic seasoning, herbs and spices, 2023
- Graph 13: consumers that have not used their authentic seasonings, herbs and spices since they are difficult to use, 2023
- The Thai cuisine opportunity
- Graph 14: types of seasonings, herbs and spices used regularly to cook different types of Thai dishes, 2023
- Graph 15: awareness and purchase behaviour of Thai herbal ingredients in food/drinks, 2023
- Graph 16: ingredients liked in Thai cuisine, 2023
- Graph 17: frequency of eating different types of Thai regional cuisines, 2023
- Graph 18: willingness to pay more for ‘authenticity (eg royal recipes, ancient recipes) in Thai regional cuisine, by generation, 2023
- Valued features in seasonings, herbs and spices
- Graph 19: top 10 claim categories in seasonings, 2021-24
- Graph 20: willingness to pay more for features in seasoning, herb and spice products, 2023
- Graph 21: willingness to pay more for select features in seasonings, herbs and spices, by generation, 2023
- Graph 22: willingness to pay more for ‘vitamin/mineral fortified’ in seasoning, herb and spice products, by consumers willing to pay more for added health benefits vs total, 2023
- Graph 23: association of medicinal herbs (excluding CBD) with different attributes, 2022
- Graph 24: willingness to pay more for benefits in packaged food and drinks with added Thai herbal ingredients, 2022
- Graph 25: share of product launches in the seasoning category, by select claims, 2020-23
- Packaging of seasonings, herbs and spices
- Graph 26: any rank top three packaging features that consumers would consider when choosing seasoning, herb and spice products, 2023
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appendix
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