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Thailand Seasonings, Herbs and Spices Market Report 2023

Thailand Seasonings, Herbs and Spices Market Report 2023

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

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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Thailand Seasonings, Herbs and Spices Market Report 2023

executive summary

key trends

what consumers want and why

appendix

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