Decoding trends and drivers in Thailand鈥檚 evolving food market

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<div class="col-4 col-sm-8 col-md-11 col-lg-14 off-lg-1"> <div class="article-wrapper"> <a href="/inspiration">Get more Inspiration</a> </div> </div> </div> <div class="article-head"> <div class="row"> <div class="col-4 col-sm-6 col-md-8 off-lg-1 col-lg-10"> <div class="article-wrapper"> <h1 class="article-head__title"> Decoding trends and drivers in Thailand鈥檚 evolving food market </h1> </div> </div> <div class="col-sm-12 col-md-12 off-lg-1 col-lg-12 social-share"> </div> <div class="col-4 col-sm-6 col-md-8 off-lg-1 col-lg-10"> <div class="article-wrapper"> <div class="article-head__desc"> New report reveals how Thai consumers shifted to simpler recipes, convenience foods, and new meal habits post-pandemic. </div> </div> </div> <div class="col-4 col-sm-8 col-md-11 off-lg-12 col-lg-2"> <div class="article-wrapper"> <div class="article-head__date"> 16 November 2024 </div> </div> </div> </div> </div> </div> </div> <div class="c-header-article-inner"> <div class="row"> <div class="col-4 col-sm-8 col-md-11 off-lg-1 col-lg-10 article-image-order"> <div class="article-image article-wrapper"> <div class="aspect-ratio-container"> <img src="/-/media/project/kantar/global/articles/2023/decoding-trends-and-drivers-in-thailands-evolving-food-market.jpg?h=600&iar=0&w=900&hash=4CADB72D6D675E38FF900C22549C9CA2" alt="Decoding trends and drivers in Thailand's evolving food market" width="900" height="600" /> </div> </div> </div> <div class="col-4 col-sm-6 off-sm-1 off-md-2 col-md-3 off-lg-1 col-lg-4 article-people-order"> <div class="article-wrapper"> <div class="article-people"> <div class="component author-bio"> <div class="component-content"> <div class="c-author-bio" itemscope itemtype="http://schema.org/Person"> <div class="c-author-bio__image-content"> <div class="aspect-ratio-container"> <img src="/-/media/project/kantar/global/authors/asia-pacific/varist-limpatawonpong.jpg?h=1125&iar=0&w=750&hash=8A9ECE4E9B3CDCE58A21B174CC20391C" alt="Varist Limpatawonpong" width="750" height="1125" itemprop="image" /> </div> </div> <div> <div class="c-author-bio__name" itemprop="name"> Varist<br class="c-author-bio__line-break"/> Limpatawonpong </div> <div class="c-author-bio__bio"> <p> <span itemprop="jobTitle">New Business Development Manager, Worldpanel Division,</span> <span itemprop="address">Thailand</span> </p> </div> </div> </div> </div> </div> <a href="/contact/wp-news-contact" class="btn btn--primary "><span class="btn__inner">Get in touch</span></a> </div> </div> </div> <div class="col-4 col-sm-6 off-sm-1 off-md-2 col-md-3 off-lg-1 col-lg-4 article-solution-order"> <div class="article-solution article-wrapper"> </div> </div> <div class="col-4 col-sm-6 off-sm-1 off-md-2 col-md-3 off-lg-1 col-lg-4 article-tags-order"> <div class="component tag-list"> <div class="component-content"> <span class="tag-links field-title"><a title="FMCG" href="/inspiration#Industry=FMCG">FMCG</a></span><span class="tag-links field-title"><a title="CPG" href="/inspiration#Industry=CPG">CPG</a></span><span class="tag-links field-title"><a title="Consumer Shopper Retail" href="/inspiration#Expertise=Consumer+Shopper+%26+Retail">Consumer Shopper & Retail</a></span> </div> </div> </div> <div class="col-4 col-sm-6 off-sm-1 col-md-6 off-md-1 off-lg-2 col-lg-7 article-content-order"> <div class="rich-text article-content article-wrapper"> <p>Home-cooked meals have always been a central part of family life in Thailand – and the importance of this was highlighted during the pandemic.</p> <p>But although people have returned to shops and restaurants, that doesn’t mean we’re seeing a mirror image of life before lockdown. Covid-19 permanently changed some daily habits.</p> <img height="1070" alt="Decoding trends and drivers in Thailand's evolving food market" width="1500" src="/-/media/project/kantar/global/articles/2023/decoding-trends-and-drivers-in-thailands-evolving-food-market-1.jpg" />  <p>Kantar Worldpanel set out to explore what this means for food brands in the <a rel="noopener noreferrer" href="https://kantar.turtl.co/story/2024-thailand-cooking-landscape" target="_blank">Thailand Cooking Landscape Report 2024.</a></p> <p>Some of the key findings of the research include:</p> <ul> <li>When buying food, consumers are choosing snacks and convenience items over and above cooking staples.</li> <li>Cooking is still a core party of daily life in Thailand, but people are opting for simpler recipes.</li> <li>Restaurants are seeing pre-pandemic numbers of customers, but on the home front people are still cooking less often than they did before lockdown.</li> <li>Takeaway food is an increasingly popular meal choice, particularly for those in urban areas, and this is disrupting the home cooking market.</li> <li>Ready-to-eat meals are also changing the landscape – with urbanites buying these to consume ‘on the go’, and shoppers in rural areas seeing them as a convenient way of having meals at home.</li> <li>Consumers need to balance budgeting and convenience, but also want to cook creatively.</li> </ul> <p>Food manufacturers and brands reading the report will find out more about these trends and what is driving them. Armed with this in-depth research that decodes shoppers’ behaviour, they can create relevant offerings and effective strategies that enable them to nurture and grow their brands by remaining relevant in an ever-evolving world.</p> <p>Read the full report in English or in Thai and reach out to our experts for further information.</p> <p>Read the report: <a rel="noopener noreferrer" href="https://kantar.turtl.co/story/2024-thailand-cooking-landscape" target="_blank">English</a> <a rel="noopener noreferrer" href="https://kantar.turtl.co/story/2024-thailand-cooking-landscape-th" target="_blank">Thai</a></p> <br class="t-last-br" /> <br class="t-last-br" /> </div> </div> <div class="col-4 col-sm-6 off-sm-1 col-md-6 off-md-1 off-lg-2 col-lg-7 article-more-order"> <div class="article-wrapper"> <div class="article-more"> <div class="component rich-text"> <div class="component-content"> <h3>Related inspiration articles:</h3> <p><a href="/inspiration/fmcg/ooh-spend-lifts-across-drinks-and-snacks-without-harming-take-home-sales">OOH spend lifts across drinks and snacks – without harming take-home sales</a></p> <p><a href="/inspiration/fmcg/thailands-fmcg-declined-by-3-3-in-2023-due-to-high-cpi-and-food-inflation">Thailand's FMCG declined by 3.3% in 2023 due to high CPI and food inflation</a></p> <p><a href="/inspiration/fmcg/cooking-from-home-in-thailand">Cooking from home in Thailand</a></p> <br class="t-last-br" /> </div> </div> </div> </div> </div> <div class="article-promo-order"> </div> <div class="col-4 col-sm-7 col-lg-9 article-share-order"> <div class="article-wrapper"> <div class="article-share js-share-buttons"> <div class="article-share__wrapper"> <div class="component social-media-share"> <div class="component-content"> <ul> <li> <h3>Share</h3> </li> <li> <a href="#" data-linkedin="http://www.linkedin.com/shareArticle?url="> <span class="icon icon-linkedin"> <span class="icon__wrapper"> <svg viewBox="0 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Decoding trends and drivers in Thailand鈥檚 evolving food market