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SPECIAL REPORT

Thai Consumers are on the Road

to Self-betterment

79% of Thais would like to have a Healthier Diet in 2018

Thai consumers, today, are looking for ways
to fulfil their desires to better themselves.
Latest findings reveal that as many as four
in five (79%) metro Thai consumers would
like to have a healthier diet in 2018 , while
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just over three in four (76%) would like to
have a better work-life balance and 73% to
exercise more.

Almost half (48%) of metro Thai consumers plan to adjust their Technology Plays a Major Role in Guiding Choices
diets over the next 12 months for their personal health and wellness. Meanwhile, it seems that the advancement in technology is shaping
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Of these consumers, while the majority (90%) plan to eat more fruits how Thais are consuming information and being influenced. The
or vegetables, over half (53%) are looking to reduce their meat intake research shows that over three in five (63%) metro Thais are getting
and 45% to follow a plant-based, vegetarian or vegan diet. their nutritional or dietary information from online searches and over
Amidst rising income and rapid urbanisation, consumers in half (54%) via social media or blogs. Further, three in five (59%) say
Thailand are embracing the benefits of personal wellness, and, as a that they are getting their beauty information from social media or
result, are increasing their efforts towards self-betterment—be it blogs, while 56% through online searches.
physically, mentally or emotionally. Thai consumers are not only cutting With so many choices in the market, consumers may start skewing
back on their bad habits, but also paying more attention to what they toward brands that help guide them in their purchase decisions and
are consuming. The research indicates that customisation can be a aid in their journey of self-betterment. To stand out against the crowd,
key player in consumers’ pursuit of bringing positivity into their daily brands should consider offering advice to help inform these decisions.
lives. As well, instances of customisation can be introduced in everyday As reflected in the research, brands can leverage digital channels to
products. ensure they are at the top of mind among Thai consumers, especially
in this day and age where more and more consumers are moving
Thai Consumers Desire for Customisation online.
Indeed, two in five (41%) metro Thais think that brands who offer them Moreover, body trackers, wearables as well as consumer data
the choice to personalise or customise their purchase provide the will play a large role in the future, aiding customisation and guiding
sense of a premium service. Additionally, the majority of metro Thais consumers with their choices. We can expect to see integrated features
prefer the option of being able to personalise or customise in the food added to surroundings, helping consumers to better understand
(67%) and health and fitness (63%) categories, respectively. When it themselves and how their surroundings can affect them. These present
comes to grooming, over half like the option of personalising or opportunities for brands and companies to reach out and target
customising in the household and personal care (51%) as well as the consumer movements based on lifestyle changes, and in this case,
beauty and personal care categories (51%), respectively. their pursuit of achieving their personal health goals. Technology
When it comes to everyday purchases, high quality (63%) is the allows people to listen to this data, learn from it and react. As a matter
top influencer. What follows next are convenience (48%), price (38%), of fact, the research finds that 39% of metro Thai consumers currently
durability (37%), and customisation (29%). own or have the intension of owning smart technology in their homes.
72 FOOD FOCUS THAILAND SEP 2018