HKMB Hong Kong Means Business

Hong Kong Means Business Hong Kong Means Business
  • Login / Register

Languages

  • EN
  • 繁
  • 简
  • Events
  • My Feed
  • Contact HKTDC
  • Subscribe
  • Subscribe

Section Menu

  • Market Opportunities
  • Tech & Innovation
  • Entrepreneurship
  • Sustainability
  • Creativity & Lifestyle
  • HKTDC Updates
  • Featured Topics

Languages

  • EN
  • 繁
  • 简
  • HKTDC.com |
  • About HKTDC |
  • My HKTDC |
  • Login / Register |

HKTDC.com About HKTDC My HKTDC

Login Register

Hong Kong Means Business

Section Menu

  • Market Opportunities
  • Tech & Innovation
  • Entrepreneurship
  • Sustainability
  • Creativity & Lifestyle
  • HKTDC Updates
  • Featured Topics

https://hkmb.hktdc.com/en/NjI4MzczNzA2

hktdc research
SAVE FOR LATER
SHARE / SEND

"Scan QR Code" in WeChat and tap "..." to share.

Thai Consumer Preferences: Packaged Food and Beverages

11 January 2021



In a recent HKTDC Research study, 91% of the Thai consumers surveyed planned to spend more or about the same as they do now on packaged food and beverages in the next three years. Focus groups also revealed that middle-class consumers are keen on small indulgences such as coffee, ice cream, cakes, chocolates, crispy snacks, and so on. Respondents were especially interested in imported packaged food and beverages that are not found in Thailand. When they find something interesting or tasty, they are eager to recommend it to their friends and share it on social media. 

As the packaged food and beverage market in Thailand is highly competitive, players often launch new products, run discounts and promotions, bring innovative products to the shelves, and start advertising campaigns to cut through the competition and drive value sales. Some of the trends driving growth in this sector are discussed below.

Thai Consumers’ Expected Changes in Spending Patten in the Next Three Years (Products)

Categories

Spend More

Unchanged

Spend Less

Net
(Spend More - Spend Less)

Packaged Food and Beverages

54%

36%

9%

45%

Consumer Electronics
e.g. smartphone accessories and smart home devices

50%

38%

11%

39%

Home and Living
e.g. small home appliances and houseware items

43%

43%

15%

28%

Skin Care and Cosmetics

41%

40%

18%

23%

Fashion Apparel
e.g. bags and shoes, streetwear, and athleisure

34%

41%

25%

9%

Toys and Collectibles
e.g. traditional and digital toys, collectible figures

18%

37%

46%

-28%

Source: HKTDC survey

Small Indulgences 

The responses from those in the focus groups reflected the desire among middle-class consumers for small indulgences when it comes to food. One respondent commented: “As my income rises, my list of guilty pleasures has become longer - ice cream, cakes, chocolates, crispy snacks, and so on. As for packaged food and beverages, I prefer imported items as there are many different tastes from all over the world and it’s exciting to find something new and special from abroad.” 

As families follow stay-at-home advice to help slow the coronavirus pandemic, people find themselves spending a lot of time watching TV and browsing on the internet. Packaged foods and beverages have become an indispensable way of relieving stress in these uncertain times. 

Connecting People  

Most respondents in the focus groups view food as a great unifier that allows people to connect and relate to one another across cultures. Food also operates as an expression of cultural identity and it can propel people to another time, place or culture without them even leaving their own home. 

Most of the time, food is a starting point for learning about and exploring a different culture. A country or community’s cuisine can reflect its history, lifestyle, values, and beliefs. Explaining how this can influence behaviour, one focus group respondent said: “When I am in a foreign country, the first thing I am interested in is its local food. Trying the local favours is the fun part of travelling, as is discovering some packaged food to take home to my family and friends.” 

Healthier Eating  

The consumer survey found that health and wellness is a dominant trend in Thailand. Increasingly health-conscious consumers are trying to take care of themselves through their food choices, driving demand for products that are low in sugar, high in fibre, low-calorie, and free from additives and preservatives, as well as organic fruits and vegetables, 100% fruit juices, energy drinks, and so on. Companies are introducing healthier items to the market in a bid to entice consumers to trade up. 

New opportunities present new challenges. While food companies are focused more on developing value-added products for niche groups such as the sporty type, the health-conscious type, or the elderly, they also need to differentiate their products so that they truly stand out in terms of integrity and quality. They should focus on winning strategies that can build brand trust, with the consumer’s health and wellbeing in mind. 

Speed and Convenience  

Increasing numbers of Thais are living in cities and buying different types of food as their lifestyles change. Work hours are increasing, traffic problems are becoming more severe and there are more full-time working women. Speed and convenience are increasingly becoming high priorities for busy Thai consumers who are always on the move and short on time to cook. This is driving sales of ready meals and pre-cooked meals. Shrinking family sizes are also generating demand for products packaged in smaller quantities. 

The development of e-commerce in the food and beverages sector has finally taken off amid the coronavirus pandemic as people cook more at home while restaurants are closed down. The key challenges in this sector are facilitating the fast delivery of perishable goods, solving the “last mile” problem, and reducing the high cost of same-day delivery. 


[1] The HKTDC conducted a consumer survey and four focus groups in the cities of Bangkok and Chiang Mai in April-September 2020. A total of 1,004 Thai consumers aged between 18 and 60, with a monthly household income of THB30,000 (US$930) or above, responded to the survey. The participants in the focus groups, as well as fulfilling the same age and income requirements as the survey respondents, had to be internet and mobile phone users, and to have travelled abroad at least once in the past year.

BACK TO TOP ^
    Topics:
  • Food & Beverages,
  • ASEAN,
  • Southeast Asia,
  • Thailand,
  • middle class,
  • CONSUMER LIFESTYLE,
  • HKTDC SURVEY
  • Food & Beverages
  • ASEAN
  • Southeast Asia
  • Thailand
Home

Article Topics

ARTICLE TOPICS

FOOD & BEVERAGES24667
ASEAN37801
SOUTHEAST ASIA36184
THAILAND36194
MIDDLE CLASS80832

ARTICLE TOPICS

FOOD & BEVERAGES24667
ASEAN37801
SOUTHEAST ASIA36184
THAILAND36194
MIDDLE CLASS80832
CONSUMER LIFESTYLE145561
HKTDC SURVEY145562

interest_article

YOU MAY BE INTERESTED IN

02 February 2023

Visitors flock to physical events

16 January 2023

Tasters toast wine fair

22 November 2022

Thai business looks to Hong Kong

10 November 2022

Finance opportunity for Thai firms

Related Events

RELATED EVENTS

25 - 28 April 2023

Hong Kong Pavilion at FHA–Food & Beverage, Singapore

26 - 28 May 2023

Chic HK, Shenzhen

19 - 25 July 2023

HKTDC World of Snacks 2023

17 - 21 August 2023

HKTDC Food Expo 2023 (Physical Fair)
FIND AN EVENT

Social Share

FOLLOW US

GET WEEKLY UPDATES

newpaper-img

GET OUR WEEKLY EMAIL UPDATES

banner-img


I acknowledge that the above information may be used by the Hong Kong Trade Development Council (HKTDC) for incorporation in all or any of its database for direct marketing or business matching purpose (and may therefore become available to the public within and/or outside of Hong Kong for use by them), and for any other purposes as stated in the Privacy Policy Statement; I confirm that I have the consent and the authority of each individual named in this form to release their personal data for the purposes stated herein.


*For non-EU/EEA customers, please skip this box which is solely for EU/EEA customers as required by the relevant data protection law in the EU.

THANK YOU

Thank you for registering.

SHARE THIS STORY

EMAIL
LINKEDIN
WeChat
FACEBOOK
TWITTER
WHATSAPP

ID: HKTDCofficial

Don't have an account?

Create An Account

successfully added on your preferences.