According to global market intelligence firm Mintel's latest research, Thai consumers are prioritising healthy living through their dietary choices post-pandemic.
Over five in ten intend to educate themselves on nutrition and cook more often at home (52 percent and 51 percent, respectively). However, affordability remains a crucial barrier for younger consumers.
Mintel's research indicated that Thais' motivations for healthy eating have shifted beyond prevention alone. Other factors drive consumers more, including improving physical performance (38 percent) and mental well-being (28 percent). Less than one in five (17 percent) cites the prevention/cure of chronic diseases as a driver for making healthier choices.
While the report indicates a trend in Thai consumers taking great personal responsibility for ensuring their diets contribute to good health (e.g. self-learning about nutrition and cooking more often at home), the perceptions of what constitutes healthy eating are additive rather than restrictive. Seven in ten (70 percent) Thais say eating fruit and vegetables is an essential habit for achieving good health, while less than three in ten (21 percent) said the same for cutting and limiting animal meat consumption.
Pimwadee (Sara) Aguilar, Associate Director of Food and Drink, Mintel Reports Thailand, said Thai consumers' health consciousness has accelerated following the pandemic.
"Increasingly, Thais are focusing on adding nutritional components, for example, fruits, vegetables, and food variety, to their diet instead of limiting certain choices such as highly processed food and animal meat."
She continued that brands could support consumers' desires with plant-based products representing a significant opportunity, with nearly a quarter of Thais (24 percent) having set a goal to switch from eating animal-based meat to an entirely plant-based diet in the future, according to our research. Therefore, promoting plant-based meat and dairy substitutes as shortcuts to achieving this goal is an excellent example of maximising such opportunity."
Despite most Thais' recognition of the value of incorporating more fruit and vegetables into their daily diets, affordability remains a barrier. Amidst ongoing economic challenges, Thai consumers are prioritising budget and basic staples. This is particularly true for younger consumers; Mintel's research shows that less than half (37 percent) of consumers under 24 with poor financial status said they could eat fruits and vegetables regularly.
"The life expectancy of Thais has risen, but there are still inequalities reflected in poor eating habits, nutritional gaps, and the prevalence of non-communicable diseases (NCDs)."
While the benefits of consuming a range of fruit and vegetables are generally well-understood, financial well-being strongly influences Thai consumers' ability to add more to their regular diets.
"Our research indicates that this challenge is more prevalent in rural areas, where 48 percent of consumers eat fruits and vegetables regularly compared to 56 percent of urban dwellers."
Mintel's report highlighted that brands must do more to democratise healthy eating by making it affordable and convenient.
Aguilar concluded that Thailand produces an abundance of local, seasonal fruits and vegetables, which are often more affordable and ideal for promoting to consumers as healthy, budget-friendly options.
