泰国食品发展趋势分析报告-培训课件外文版2024.6榴莲

INDUSTRIES

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MARKETSFoodtrendsinThailandCHAPTER

01OverviewAveragehouseholdexpenditureonfoodandnon-alcoholicbeverageinThailandinJune2023,bytype(inThaibaht)Averagemonthlyspendingonfoodandnon-alcoholicdrinkThailand2023,bytypeAveragespendinginThaibaht02004006008001,0001,2001,4001,6001,8001,6991,640MeatandseafoodHomecookingandfooddeliveryEatingout1,254FruitsandvegetablesRice,flour,andflourproductsSeasonings1,063674428403402Non-alcoholicbeveragesEggsanddairyproducts3Description:InJune2023,Thaihouseholdsspentonaveragearound1.7thousandThaibahtformeatandseafoodproducts.Inthatsameperiod,eggsanddairyproductsaccountedforaround402Thaibahtofmonthlyaveragespending.

ReadmoreNote(s):Thailand;June2023Source(s):MinistryofCommerce(Thailand)Averagehouseholdexpenditureonnon-foodproductsandalcoholicbeveragesinThailandinJune2023,bytype(inThaibaht)Averagemonthlyspendingonnon-foodandalcoholicdrinksThailand2023,bytypeAveragespendinginThaibaht05001,0001,5002,0002,5003,0003,5004,0004,5004,167Publictransport,privatevehicle,fuel,andphoneservicesHousingrental,construction,electricity,gas,andhouseholditemsMedicalservicesandmedicine4,036985Education,recreation,andcharity763Clothesandfootwear376Tobacco,liquor,andbeer2414Description:InJune2023,publictransport,privatevehicle,fuel,andphoneservicesaccountedforalmost4.2thousandThaibahtoftheaveragemonthlyhouseholdspendinginThailand.Inthatsameperiod,Thaihouseholdsspentaroundatotalof18thousandThaibahtpermonth.ReadmoreNote(s):Thailand;June2023Source(s):MinistryofCommerce(Thailand)FrequencyofpurchasingorganicfoodinThailandasofSeptember2023FrequencyofpurchasingorganicfoodThailand2023Shareofrespondents0%5%10%15%20%25%24%30%35%40%45%Ionly/alwaysbuyorganicfoodproducts.Ibuyorganicfoodproductsoften.13%Isometimesbuyorganicfoodproducts.Irarelybuyorganicfoodproducts.40%14%Ineverbuyorganicfoodproducts.5%Idonotknowwhatorganicfoodproductsare.4%5Description:AccordingtothesurveyconductedbyRakutenInsightinSeptember2023,approximately40percentoftheThairespondentsstatedtosometimesbuyorganicfoodproducts.Thesamesurveyalsorevealedthattheoneofthemainreasonstobuyorganicfoodinthecountrywasthebeliefthatorganicfoodwashealthier.ReadmoreNote(s):Thailand;September7thto30th,2023;26437respondents;16yearsandolder;amongfemaleandmalerespondentsSource(s):RakutenInsightShareofconsumerswhoregularlyconsumemeatsubstitutesworldwidein2023,bycountryConsumerswhoregularlyconsumemeatsubstitutesworldwidein2023,bycountryShareofrespondents15%0%5%10%20%25%30%VietnamHongKongUnitedKingdomThailand24%21%21%20%China(Mainland)NetherlandsSaudiArabiaGermany19%19%19%17%17%17%17%IndonesiaPhilippinesSwitzerlandBelgium16%16%India6Description:In2023,theshareofmeatsubstituteconsumerswashighestinVietnam,with24percentofrespondentsstatingthattheyconsumemeatsubstitutesregularly.TheUKandHongKongfollowedintheranking,with21percentofconsumersfromthesemarketsstatingthattheyregularlyeatmeatalternatives.ReadmoreNote(s):Worldwide;Q12022toQ12023*;60,054respondents;18-64yearsSource(s):ConsumerInsightsShareofpeopletakingdietarysupplementsornutraceuticalsinThailandasofMarch2022ShareofpeopleconsumingdietarysupplementsThailand2022Shareofrespondents30%0%10%20%40%50%60%70%YesNo58%40%Idon'tknowwhattheyare3%7Description:AccordingtoaRakutenInsightsurveyondietarysupplementsinThailand,58percentoftherespondentsstatedthattheytookdietarysupplementsasofMarch2022.ThereportalsoexploredthefrequencyofdietarysupplementsconsumptionandexpectationsamongThaisinanothersurvey.ReadmoreNote(s):Thailand;March10to31,2022;15,802respondents;16yearsandolderSource(s):RakutenInsightChangeineatingbehavioramongconsumersinThailandasofJuly2023ChangeineatingbehavioramongconsumersThailand2023Shareofrespondents0%10%20%30%40%50%60%70%Liketoexerciseregularyeitherathome,online,oratthegymFeeltheycanmakeadifferenceintheworldwiththeirchoicesandbehaviorPaymoreattentiontohealthieringredients66%65%65%Regularlyconsumedietarysupplementsorvitaminstoenhancehealth58%Paymoreattentiontonutritionlabelsonproductswhenbyingproductsorservices41%8Description:AsofJuly2023,asurveyconductedonfoodandlifestyleinThailandrevealedthat65percentofthesurveyedrespondentspaidmoreattentiontochoosingfoodwithhealthyingredientsandbelievethattheirchoicesandbehaviorscanmakeadifferenceintheworld.Meanwhile,41percentofthesurveyparticipantspaymoreattentiontothenutritionlabelswhenpurchasingproductsorservices.ReadmoreNote(s):Thailand;asofJuly2023Source(s):BangkokBizNews;EuromonitorCHAPTER

02OrganicfoodMostimportantorganicfoodcategoriesamongconsumersinThailandasofSeptember2023MostimportantorganicfoodcategoriesamongconsumersThailand2023Shareofrespondents0%

10%20%30%40%50%60%70%80%90%

100%89%VegetablesandfruitsMeat(excludingpoultry)Eggsandpoultry50%50%Milkanddairyproducts37%Cerealsandgrainsproducts(wheat,oat,flour,bread,etc)Condimentsandseasonings(e.g.sugar,sauces,herbs,spices,etc)Babyfoods(e.g.babymilkformula,purees,cerealmixes,teethingbiscuits,etc)Snackfoods(e.g.chocolates,potatochips,nuts,etc)33%24%23%20%Non-alcoholicbeveragesexcludingmilkanddairy(e.g.tea,coffee,juice,nutorsoymilk,etc)14%Alcoholicbeverages4%1%Others10Description:AccordingtoasurveyconductedbyRakutenInsightinSeptember2023,approximately89percentofThairespondentsstatedthatitwasimportantforthemtopurchaseorganicvegetablesandfruits.Thiswasfollowedbyorganicmeatwith50percentofthesurveyparticipants.ReadmoreNote(s):Thailand;September7thto30th,2023;24084respondents;16yearsandolder;amongfemaleandmalerespondentsSource(s):RakutenInsightAwarenessoforganiccertificationsamongconsumersinThailandasofSeptember2023AwarenessoforganiccertificationsThailand2023Shareofrespondents10%

15%0%5%20%25%30%35%40%EU-CertifiedorganicfoodlabelUSDAOrganic38%30%OrganicAgricultureSpecificationThailandKoreaOrganic26%20%JapaneseAgriculturalStandardsGermanyBIO-siegel18%18%18%AustralianCertifiedOrganicChinaOrganicFoodCertificationOrganicCertificationCenterofthePhilippines(OCCP)ChinaGreenFoodDevelopmentCenterOrganikMalaysia10%10%9%9%PGSCertificate(Vietnam)7%7%IndiaOrganic11Description:AccordingtothesurveyconductedbyRakutenInsightinSeptember2023,approximately38percentoftheThairespondentsstatedthattheyknoworareawareoftheEU-Certifiedorganicfoodlabel.Thesamesurveyalsorevealedthatthemainreasontobuyorganicfoodinthecountrywasthebeliefthatorganicfoodwashealthier.ReadmoreNote(s):Thailand;September7thto30th,2023;24086respondents;16yearsandolder;amongfemaleandmalerespondentsSource(s):RakutenInsightMainreasonsforpurchasingorganicfoodinThailandasofSeptember2023InfluentialfactorsinpurchasingorganicfoodThailand2023Shareofrespondents10%0%20%30%40%50%48%60%70%Ibelievethatorganicfoodproductsarehealthier/morenutritious.Itrustthesafetystandardsoforganicfoodproducts.Ibelievethatorganicfoodproductsarebetterfortheenvironment.Ibelievethatorganicfoodproductsaremoreethical/fair.Iwanttokeepupwithcurrentfoodtrends.59%43%13%6%12Description:AccordingtothesurveyconductedbyRakutenInsightinSeptember2023,approximately59percentoftheThairespondentsstatedtobuyorganicfoodproductsbecausetheybelievethatorganicfoodproductsarehealthier.Thesamesurveyalsorevealedthataround40percentoftherespondentsstatedtosometimesbuyorganicproducts.ReadmoreNote(s):Thailand;September7thto30th,2023;24084respondents;16yearsandolder;amongfemaleandmalerespondentsSource(s):RakutenInsightConsumers'willingnesstospendonorganicfoodcomparedtoconventionally-grownfoodinThailandasofSeptember2023Consumers'willingnesstopayfororganicfoodproductsThailand2023Shareofrespondents0%5%10%15%20%25%30%35%34%40%37%Upto25%morethanconventionally-grownfoodproducts.Samepriceasconventionally-grownfoodproducts.Upto50%morethanconventionallygrown-foodproducts.Idonothavealimitwhenitcomestobuyingorganicfoodproducts.Notmorethantwicethepriceofconventionallygrown-foodproducts.Upto75%morethanconventionallygrown-foodproducts.12%9%5%4%13Description:AccordingtothesurveyconductedbyRakutenInsightinSeptember2023,approximately38percentoftheThairespondentsstatedthattheywouldpayupto25%morethanconventionally-grownfoodproducts.Thesamesurveyalsorevealedthatthemainreasontobuyorganicfoodinthecountrywasthebeliefthatorganicfoodwashealthier.ReadmoreNote(s):Thailand;September7thto30th,2023;24086respondents;16yearsandolder;amongfemaleandmalerespondentsSource(s):RakutenInsightShareofconsumerswhofinditimportanttobuyorganicsnackfoodsinAsiaasofSeptember2023,bycountryorterritoryShareofconsumersbuyingorganicsnackfoodsAsia2023,bycountryShareofrespondents0%5%10%15%20%25%30%35%40%ChinaIndia34%34%IndonesiaPhilippinesVietnam31%31%24%23%MalaysiaThailandHongKongSingaporeTaiwan20%19%19%16%Japan12%12%SouthKorea14Description:AccordingtoasurveyonorganicfoodconsumptionbyinSeptember2023,34percentofrespondentsfromChinaandIndiaindicatedthatbuyingorganicsnackswasimportanttothem.ReadmoreNote(s):Asia;September7toSeptember30,2023;133,045respondents;16yearsandolder;amongthosewhopurchasedorganicfoodproductsSource(s):RakutenInsightMainobstaclesinpurchasingorganicfoodinThailandasofSeptember2023MainobstaclesinpurchasingorganicfoodThailand2023Shareofrespondents0%10%20%30%40%50%60%Idonottrustthatorganicfoodproductsarehealthierthanconventionally-grownfoodproducts.51%Organicfoodproductsaretooexpensive.43%Idonotbelieveinbuyingorganicfoodproducts.17%Itisdifficulttofindorganicfoodproductsinmyarea/Organicfoodproductsarenotavailableinmyarea.7%15Description:AccordingtothesurveyconductedbyRakutenInsightinSeptember2023,approximately51percentoftheThairespondentsstatedtonotpurchaseorganicfoodproductsbecausetheydistrustthatorganicfoodproductsarehealthierthanconventionally-grownfoodproducts.Incontrast,thesamesurveyalsorevealedthatthemainreasontobuyorganicfoodinthecountrywasthebeliefthatorganicfoodwashealthier.

ReadmoreNote(s):Thailand;September7thto30th,2023;1374respondents;16yearsandolder;amongfemaleandmalerespondentsthatstatednottopurchaseorganicfoodproductsSource(s):RakutenInsightCHAPTER

03Plant-basedandvegetarianfoodAwarenessofplant-basedalternativeproteinsamongconsumersinThailandasofOctober2023Awarenessofplant-basedalternativeproteinsamongconsumersThailand2023Shareofrespondents10%

20%0%30%40%50%60%70%80%Plantbasedproteins(i.e.tofu,seltan,texturedvegetableprotein)Meatalternatives(i.e.MeatAvatar,MeatZero,MoreMeat)Fishandseafoodalternatives(i.e.OMGMeat,Mantra,Meatoo)Cultivatedmeat72%43%39%24%17Description:AsofOctober2023,asurveyconductedonawarenessofplant-basedalternativeproteinsinThailandfoundthat72percentoftherespondentswereawareofplant-basedproteins,forexample,tofu,seitan,andtexturedvegetableprotein.Inaddition,43percentofthesurveyparticipantsstatedthattheywereawareofmeatalternatives.ReadmoreNote(s):Asia,Thailand;October2023;1587respondentsSource(s):MadreBravaBreakdownofconsumptionbehavioramongpeoplewhohavetriedalternativeproteins(AP)inThailandasofOctober2023ConsumptionbehavioramongconsumerswhohavetriedAPThailand2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%SignificantlyincreasemyalternativeproteinsconsumptionIncreasemyalternativeproteinsconsumption5%36%ContinueeatingalternativeproteinsasIdonow43%Reducemyalternativeproteinsconsumption11%Stopeating/reducesignificantlymyalternativeproteinsconsumption5%18Description:AsofOctober2023,asurveyconductedamongconsumerswhohavetriedalternativeproteinsinThailandfoundthat43percentoftherespondentshadtheintentiontocontinueeatingalternativeproteinsastheydid.Meanwhile,fivepercentofthesurveyparticipantsstatedthattheywouldstoporreducealternativeprotein'consumption.ReadmoreNote(s):Asia,Thailand;October2023;1587respondents;amongrespondentswhohavetriedanytypesofalternativeproteinsSource(s):MadreBravaBreakdownofconsumptionbehavioramongpeoplewhohavenottriedalternativeproteins(AP)inThailandasofOctober2023ConsumptionbehavioramongconsumerswhohavenottriedAPThailand2023Shareofrespondents0%10%20%30%40%50%60%IncreasemyalternativeproteinsconsumptionSignificantlyincreasemyalternativeproteins'consumptionWillnotbeeatingalternativeproteins57%6%37%19Description:AsofOctober2023,asurveyconductedamongconsumerswhohavenottriedalternativeproteinsinThailandfoundthat43percentoftherespondentsmentionedtheincreaseintheiralternativeproteinconsumption.Meanwhile,37percentofthesurveyparticipantsstatedthattheywouldnotbeeatingalternativeproteins.ReadmoreNote(s):Asia,Thailand;October2023;1587respondentsSource(s):MadreBravaPreferredpurchasingchannelsforvegetarianfoodinThailandin2023PreferredbuyingchannelsforvegetarianfoodThailand2023100%88.8%90%80%70%60%50%40%30%20%10%0%11.2%FoodstallsorrestaurantsFooddeliveryservice20Description:In2023,around88.8percentofrespondentssurveyedonthebehaviorofvegetariansinThailandinstatedthattheypreferredtogobuyvegetarianfoodatfoodstallsorrestaurantsbythemselves.Thesamesurveyalsorevealedthatalmost11.2percentofrespondentsstatedthattheypreferredtoordervegetarianfoodwithafooddeliveryservice.ReadmoreNote(s):Asia,Thailand;2023;1,280respondentsSource(s):BangkokBizNews;UniversityoftheThaiChamberofCommerceLeadingreasonstonoteatvegetarianfoodinThailandin2022MainreasonstonoteatvegetarianfoodThailand202235%28.8%30%25%20%15%10%5%28.1%13.5%12.5%10.6%0%VegetarianfoodisexpensiveEconomicrecessionBadtasteNoneofthefamilymemberseatvegetarianSalaryreduction21Description:In2022,28.8percentofrespondentssurveyedonthebehaviorofvegetariansinThailandstatedthattheydidnoteatvegetarianfoodbecauseoftheprice.Meanwhile,28.1percentoftherespondentsstatedthattheydidnotconsumevegetarianfoodbecauseoftheeconomicrecession.ReadmoreNote(s):Asia,Thailand;2022;1,250respondentsSource(s):AmarinTV;UniversityoftheThaiChamberofCommerceCHAPTER

04DietarysupplementsValueofvitaminandsupplementmarketinThailandfrom2015to2023withaforecastfor2024(inbillionThaibaht)MarketvalueofvitaminsandsupplementsThailand2015-2024908083.3377.7972.6672.0767.4470605040302010065.5562.2860.8557.3252.412015201620172018201920202021202220232024*23Description:In2023,themarketvalueofvitaminsandsupplementsinThailandwasestimatedtoamounttoaround77.8billionThaibaht.Thiswasanincreasecomparedtothepreviousyear.Thaiconsumersbecomeincreasinglyinterestedinusingdietarysupplementstoimprovetheirownandtheirfamilies'healthwhichwillleadtothecontinuedexpansionofThailand'sdietarysupplementsector.ReadmoreNote(s):Thailand;2015to2023;*Forecastvalue.OneThaibahtisequalto0.028U.S.dollarsand0.026eurosasofMarch2024.

Datapriorto2020wereobtainedfromthepreviousreports.

ReadmoreSource(s):MarketeerOnline;SpecialtyNaturalProductsPublicCompanyLimited;T.ManPharmaCo.,Ltd.ValueoffunctionalbeveragesmarketinThailandfrom2020to2023(inbillionThaibaht)MarketvalueoffunctionaldrinksThailand2020-2023109.198.48.2876543217.60202020212022202324Description:In2023,themarketvalueoffunctionalbeveragesinThailandamountedtoaround7.6billionThaibaht.SuchvaluehasbeendecreasingduringtheexaminedperiodasThaiconsumersbecamemorespecificabouttheproductstheyconsumetoaddresscertainhealthissues.ReadmoreNote(s):Thailand;2020to2023Source(s):MarketeerOnlineShareofmostconsumeddietarysupplementsinThailandin2022,bytypeShareofmostconsumeddietarysupplementsThailand2022,bytypeShareofdietarysupplements0%5%10%15%20%25%30%29%35%HolistichealthsupplementsSkinandbeautysupplementsProteinsupplements21%19%SupplementsforimmunefunctionWeightlosssupplementsOthers8%7%16%25Description:In2022,holistichealthsupplementswereconsumedthemostamongdietarysupplementsinThailand,accountingfor29percentofthetotaldietarysupplementsinthemarket.Skinandbeautysupplementsrankedsecond,with21percentinthatsameyear.ReadmoreNote(s):Asia,Thailand;2022Source(s):Kantar;MarketeerOnlineFrequencyoftakingdietarysupplementsornutraceuticalsinThailandasofMarch2022FrequencyoftakingdietarysupplementsThailand2022Shareofrespondents20%0%10%30%40%50%60%Daily51%WeeklyOnlywhenIamfeelingunwell22%8%WheneverIneedaperformanceboost16%WheneverIrememberto3%26Description:AccordingtoaRakutenInsightsurveyondietarysupplementsinThailand,51percentofrespondentsstatedthattheytookdietarysupplementsornutraceuticalsdailyasofMarch2022.Furthersurveyquestionsalsoreportedthehabitsandexpectationsoftakingdie