July 26, 2024 – Thailand, known for its rich culinary culture, is experiencing a notable shift in food and beverage consumption. From the rise of plant-based substitutes to the enduring love for freshness, we provide a comprehensive overview of Thailand food trends. Innova’s 360 research covers key trends such as health awareness and innovations in the food and beverage industry.
Thai Beverage Food Trends
Thai consumers are increasingly seeking healthier beverage options, with a growing interest in non-alcoholic alternatives driven by rising health concerns. Despite this shift, taste preference remains important when choosing premixed cocktails and flavored alcoholic beverages. Over the past year, there has been an 8% rise in non-alcoholic alternative beverage consumption influenced by health concerns, changing lifestyles, and budget constraints.
Food trends in Thailand research shows that in soft drinks, the consumption of bottled water and juices are rising, primarily due to health reasons. Energy drinks, iced coffee, and iced tea are also experiencing increased consumption, driven in part their variety of tastes. Iced coffee penetration in Thailand is nearly twice the global average, making it a core mainstream soft drink, alongside bottled water, and juice.
Additionally, there is an increase in the consumption of hot drinks like tea and coffee, driven by the variety in coffee options and lifestyle changes.
Thai consumers are particularly focused on health issues, more than the global average. In Thailand, health concerns significantly influence beverage choices, with consumers seeking low, no, and reduced sugar options, as well as products fortified with vitamins and minerals.
Thai Everyday Staples Trends
In Thailand, consumer interest in fresh bread and cereal foods is driving growth in these categories of food trends. Bread and breakfast cereal consumption have increased, fueled by a focus on health and freshness. Thai consumers prefer low-sugar bread products, while fiber and protein claims are influential in the cereal subcategory.
Dairy penetration in Thailand is below the global average, however, the demand for cheese, milk, and yogurt has been rising. Variety and health attributes are highly important to Thai consumers when purchasing milk and yogurt products. These dairy products are seeing a net increase in purchases overall as compared to the previous year.
Food trends in Thailand research displays that in terms of meat and fish, freshness is the top attribute for Thai consumers when purchasing these products. They value variety in products more than the global average, with 32% citing increased variety as influential in the fish subcategory, compared to 20% globally.
Thai Meal Preparation Trends
Food trends in Thailand research shows the overall meal preparation category has experienced significant growth over the past year. Within meal solutions, dips, and savory and sweet spreads, consumption is on the rise, with 1 in 3 consumers claiming to have bought more of these products over the past year. Changing taste preferences and greater variety on shelves are driving the increased uptake of dips, savory and sweet spreads.
In contrast, Thai consumers have been slower in their uptake of ready meals. Health concerns play a key role here, and some consumers say that they have more time available for complex meal preparation, making ready meals less necessary. This indicates that consumers in Thailand are moving towards healthier, more diverse meal options, as they prioritize variety and health over convenience.
Thai Snacks and Treats Trends
In Thailand, consumers are balancing indulgence and health in their snack and sweet treat choices. Food trends in Thailand research highlights that consumers are seeking tasty and affordable options without compromising on health. Better-for-you formulations are popular, even in treat categories, with reduced sugar, product safety, and real ingredients being the top claims influencing purchasing decisions.
Over the past year, cereal and energy bars have gained prominence, with a 30% rise in consumption due to their health benefits. During the same period, sweet biscuits and cookies and chocolate consumption have slightly increased, driven by changing taste preferences. Despite this, Thai consumers have less of a sweet tooth compared to the global average.
Thai Plant-Based and Special Diets
Food trends display that Thai consumers are increasingly aware of and interested in plant-based and special diets. While penetration of these products is slightly below the global average, there has been a significant rise in the past year. Food trends in Thailand research displays that 1 in 3 consumers of plant-based or sports and functional nutrition foods claim to be increasing their intake.
Health is the dominant driver in plant-based and special diet food trends, but innovation also supports the growth of this category. Many consumers cited improved variety and greater awareness as key factors for buying more of these products. Thai consumers’ desire for healthier options is evident in their preference for sports and functional nutrition products, which are driven by high protein content, reduced sugar, and functional ingredient claims. However, rising awareness of plant-based and special diet products suggests potential for further growth in this market.
What’s Next in Food Trends in Thailand?
The Thailand food and beverage market is ripe for innovation, with consumers seeking variety, novelty, and excitement.
Food trends in Thailand research shows that there is a strong emphasis on health in all food and beverage categories. Brands can leverage this by highlighting better-for-you claim such as low in sugar or fat and promoting positive nutrition. By combining health messages, brands can create optimal solutions for health-conscious consumers.
Thai consumers highly value plant-based profiles, and this demand extends beyond meat and dairy replacements to diverse food and drink sectors. Brands can use plant-based claims to add natural health value to various products to gain consumer interest.
As consumers seek variety and novelty, there is a potential opportunity for brands to innovate in taste and formats, offering diverse and exciting options. Continuous innovation in health-focused products is likely to drive growth and meet the evolving preferences of Thai consumers.
This article is based on our report, “Category Growth Drivers in Thailand
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