Thai consumers, today, are looking for ways to fulfil their desires to better themselves, according to new research from global market intelligence agency Mintel. Latest findings reveal that as many as four in five (79%) metro Thai consumers would like to have a healthier diet in 2018, while just over three in four (76%) would like to have a better work-life balance and 73% to exercise more.
About 48% of metro Thai consumers plan to adjust their diets over the next 12 months for their personal health and wellness. Of these consumers, while the majority (90%) plan to eat more fruits or vegetables, over half (53%) are looking to reduce their meat intake and 45% to follow a plant-based, vegetarian or vegan diet.
“Amidst rising income and rapid urbanisation, consumers in Thailand are embracing the benefits of personal wellness, and, as a result, are increasing their efforts towards self-betterment—be it physically, mentally or emotionally. Thai consumers are not only cutting back on their bad habits, but also paying more attention to what they are consuming. Our research indicates that customization can be a key player in consumers’ pursuit of bringing positivity into their daily lives. As well, instances of customization can be introduced in everyday products,” said Delon Wang, Trends Manager, Asia Pacific, at Mintel.
Meanwhile, it seems that the advancement in technology is shaping how Thais are consuming information and being influenced. Mintel research shows that over three in five (63%) metro Thais are getting their nutritional or dietary information from online searches and over half (54%) via social media or blogs. Further, three in five (59%) say that they are getting their beauty information from social media or blogs, while 56% through online searches.
According to Wang, with so many choices in the market, consumers may start skewing toward brands that help guide them in their purchase decisions and aid in their journey of self-betterment. To stand out against the crowd, brands should consider offering advice to help inform these decisions. “As reflected in our research, brands can leverage digital channels to ensure they are at the top of mind among Thai consumers, especially in this day and age where more and more consumers are moving online,” she added.
“Moreover, body trackers, wearables as well as consumer data will play a large role in the future, aiding customisation and guiding consumers with their choices. We can expect to see integrated features added to surroundings, helping consumers to better understand themselves and how their surroundings can affect them.”
“These present opportunities for brands and companies to reach out and target consumer movements based on lifestyle changes, and in this case, their pursuit of achieving their personal health goals. This aligns with Mintel Trend ‘Data Creators’ which discusses how consumers are creating data through their actions, movements and behaviours—all of which leave a trail and tell a story. Technology allows people to listen to this data, learn from it and react,” continued Wang.