How Brands Can Align With Holistic Consumers

Holistic wellbeing

New research has shown that brands across various sectors can align with Thai consumers' desire for holistic wellbeing.

Mintel research revealed the gap between Thai consumers' aspirations for health and their actual behaviours. Despite understanding the importance of a healthy lifestyle, more than a third (35 percent) face difficulties adhering to their workout schedules, with an equivalent proportion (32 percent) citing time constraints as a hindrance.

Over two-thirds (67 percent) of Thai consumers agreed that it is easier to maintain healthy habits with other people. Brands have an opportunity to present practical, healthy alternatives that seamlessly integrate into everyday contexts and motivate consumers to establish good habits.

As global economic concerns continue, brands need to recognise how budget constraints impact consumers looking for support with health and wellbeing. Over 75 percent of Thai consumers worry about escalating living expenses, resulting in a noticeable trend toward more cautious spending. Even within wellness purchases, consumers are inclined to favour brands that can substantiate their offerings with credible information: more than three-quarters of Thais (78 percent) agree that 'healthy' products backed up with evidence are more reliable than those without.

Elevated, pandemic-induced stress has propelled self-care into the spotlight as a prevalent coping mechanism, merging indulgence with personal wellbeing.

Mintel's research showed that 70 percent of Thai consumers thought healthy eating was about enjoying the food and not counting calories. Consequently, brands that provide healthier product alternatives, such as low-sodium, sugar-free or organic options, and aid consumers in harmonising consumption with moments of respite are poised to resonate strongly.

Beyond diet and exercise, consumers acknowledge the intricate interplay between mental and physical states rather than fixate on singular aspects. Stress is an ongoing health concern in Thailand, and while 76 percent said they consume sweets to boost their mood, personal care and cosmetic products are also used to create a routine that enables self-care and relaxation.

The research showed that Thai consumers know how to stay healthy, but starting and sticking with it can be challenging. Brands can increase preference and loyalty by guiding consumers in making small, impactful changes to their daily lives. For example, Mintel's research indicated that 86 percent of Thai consumers sought fun in all aspects of life, so brands could look to gamify and incentivise healthy living by offering rewards in the form of points, vouchers or discounts.

Given that 65 percent of Thai consumers enjoy being early adopters of new technologies, and 77 percent actively seek ways to simplify their lives, leveraging technology is a strategy that could encourage consumers to form healthy routines.