Consumers Attitude and Trends in the F&B sector

What’s Driving Consumers Attitude and Trends in F&B

An ASEAN Snapshot

Mr. Pakawat Wangsanuwat,

March 9, 2016

Phuket, Thailand

Table of content

A. Research Background

B. Respondent profile

C. Key finding

D. Detail Findings

E. Conclusion & Recommendations

Sidekick

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A. Research background

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• The growth of the economy has brought about changes in one’s social and individual lives. In the past, people focus on making a living, but today people tend to focus more on themselves as individuals. As we can see recently, people are more willing to pay more for products and services that are seen to be a healthier option.

• To assess the overall influence and trends of ready to eat healthy food in Southeast Asia, W&S conducted an online quantitative survey asking among respondents in three Southeast Asia countries, including Indonesia, Vietnam and Thailand to understand the general attitudes, habits, awareness and key trends among consumers in Southeast Asia.

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■ Gender ■ Age

50.0 50.0 50.0

50.0 50.0 50.0

Thailand (n=500)

Indonesia (n=500)

Vietnam (n=500)

Female

Male

B. Respondent profile

43.0 34.4 43.3

39.1 44.245.9

13.7 18.6 8.64.1 2.8 2.2

Thailand (n=500)

Indonesia (n=500)

Vietnam (n=500)

45 years old & above35 - 44 years old

25 - 34 years old

16 - 24 years old

■ Monthly household income

Definition Thailand Indonesia Vietnam

Class A > 50,001 THB > 8.5 mil IDR > 15 mil VND

Class B 24,001 – 35,000 THB 3.5 mil – 8.5 mil IDR 7.5 mil - 15 mil VND

Class C < 24,000 THB < 3.5 mil IDR < 7.5 mil VND

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C. Key finding ■General attitude about RTE healthy food

• Healthy dairy & yogurt drink are the most popular category for all 3 countries.

• Functional for health & wellness as a major concern of Thai people, Indonesian and Vietnamese.

■RTE healthy food Habits

• The majority of Thai & Indonesia consume RTE healthy food more than once per week.

• The majority of Vietnam respondents are purchasing 2-3 times/month and the minority consume everyday.

• Nutrition benefit & advertisement encouragement are the key factors to purchase.

• Convenience store is the main channel for Thai & Indonesian people.

• The main channel to purchase RTE healthy food is dominated by supermarket in Vietnam.

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C. Key finding

■RTE healthy Food Awareness

• Personal health is the top motivation to consume healthy food.

• Information source for healthy food is the same in those 3 countries.

– Advertising on TV, Internet and healthy shop/ supermarket.

■RTE healthy food improvement & key trends

• The level of RTE healthy food innovation is considered to be high in Thailand.

• Vietnamese and Indonesian voted for lesser development for RTE healthy innovation.

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C. Key finding

■ RTE healthy food lifestyle & attitude

•The healthy lifestyle attitude happens for Indonesia and Vietnam particularly on work-life balance.

•Thai respondents are focusing on health care particularly on stress control lifestyle.

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1. General attitude about RTE healthy food

2. RTE healthy Food habits

3. RTE healthy food awareness

4. RTE healthy food improvement & key trends

5. RTE healthy food lifestyle & attitude

D. Detail findings

Fat-free food

52.1% 0%

fat

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Popular RTE healthy food category

Healthy dairy & yogurt drink are the most popular category for all 3 countries

N=500/country

Dairy product

74.6%

Dairy product

77.7%

Dairy product

85.0%

Cereal bar

54.2%

Functional beverage

74.4%

High nutrition noodle

56.4%

Low Caffeine

41.1%

Healthy sweet

51.6%

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RTE healthy food concern

Functional for health & wellness as a major concern of Thai, Indonesian and Vietnamese

N=500/country

Health & General Wellbeing

56.2%

Source of fiber

61.4%

Health & General Wellbeing

72.8%

Cholesterol Free

50.2% 0% Chol

Immune Support

65.6%

Source of protein

52.1%

Digestive concern

44.6%

High nutrition

57.1%

Source of energy boost

72.8%

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2. RTE healthy food habits




D. Detail findings

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RTE healthy food purchase frequency

Thai & Indonesian consume RTE healthy food more than once per week, while Vietnamese are purchasing 2-3 times/month

N=500/country

More than once a week

34.6% 1

More than once a week

44.0% 1

2-3 times / month

39.6% 1

2-3 times / month

28.0% 2

Every day

19.3% 2

Every day

29.0% 2

Once per week

22.6% 3

2-3 times / month

14.3% 3

More than once / week

21.6% 3

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RTE healthy food purchase spending

The majority of respondents spend between $3-7 per one time purchasing

N=500/country

$ 3 ~ 7

$ 4 ~ 13

$ 3 ~ 7

CP Balance healthy RTE product

CP Balance. Digital image. CP Balance. N.p., n.d. Web. 23 Feb. 2016.

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RTE healthy food factor to purchase

Nutrition benefit & advertisement encouragement are the key factors to purchase healthy food among 3 countries

N=500/country

Advertisement

69.6%

Nutrition benefit

77.3%

Advertisement

84.6%

Convenient

65.6%

Advertisement

74.9%

Nutrition benefit

74.7%

Nutrition benefit

59.6%

Taste

57.7%

Convenient

70.9%

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RTE healthy food place to buy

Convenience store is the main channel for Thai and Indonesian to purchase RTE healthy food, while supermarket is the main channel in Vietnam

N=500/country

1 2

1

1

2

2

24 hrs

24 hrs

Supermarket

Supermarket

Supermarket

Hypermarket

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D. Detail findings

Cholesterol

90.8%

Availability

79.2%

Cholesterol

71.4%

Personal Disease

82.1%

Innovation

81.2%

Health Awareness

89.6%

Health Awareness

73.8%

Personal Disease

91.8%

Alternative food

74.2%

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RTE healthy food awareness

Personal health is the top motivation to consume healthy food among people in those 3 countries

N=500/country

TV ads

73.6%

TV ads

68.0%

Internet

86.8%

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RTE healthy food sources of information

Advertising on TV, Internet and healthy shop/ supermarket are the top 3 information sources for Indonesians, Thai people and Vietnamese

N=500/country

TV ads

82.8%

Internet

64.4%

Internet

66.6%

Healthy shop

66.6%

Healthy shop

66.0%

Healthy shop

59.9%

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D. Detail findings

29.6% 46.2%

47.0%

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RTE healthy food improvement N=500/country

Far less developed

Less developed

In average developed

Moderate developed

Very developed

Majority of Thai people feel that RTE healthy food in their country is very innovative and improved, however, Vietnamese and Indonesian feel that RTE healthy food are less developed in their countries

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RTE healthy food key trend In Thailand, RTE healthy meal is becoming common in Thai market. In Indonesia, Healthy Snack is getting popular, while RTD healthy functional drink is trending in Vietnam

N=500/country

Healthy Snack, for example, Melinjo Nut Cracker is known to be rich in antioxidants that help increase body endurance.

Clean Food is the food with minimized processed or barely cooked, by using the natural taste sweetness, saltiness from natural fruits & vegetables.

1.Emping Manis, Http://garudamadrid.blogspot.com/2014/11/kerupuk-emping-manis-finna.html. Personal photograph by author. 2014. 2. CP Balance. Digital image. CP Balance. N.p., n.d. Web. 23 Feb. 2016. 3. Gac Fruit. Digital image. Beverage Industry. N.p., n.d. Web. 23 Feb. 2016.

Gac fruit drink, is the example of RTD healthy Functional drink, blending with green tea, herb, mango and persimmon.

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D. Detail findings

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RTE healthy lifestyle and attitude

Lifestyle attitude of Indonesian and Vietnamese is life equilibrium, while Thai is health care

N=500/country

Health care

71.5%

Life equilibrium

60.9%

Life equilibrium

61.0%

Health care

60.5%

Life equilibrium

70.8%

Health care

56.2%

Natural food consumption

66.6%


66.0%


59.9%

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E. Conclusion & Recommendation

■Conclusion

• Yogurt cup & drink is the most popular RTE healthy category among 3 countries.

• Convenience store is the main channel for Thai & Indonesian and in Vietnam is supermarket.

• The trend for healthy lifestyle in these 3 countries is mind-body balanced.

• Advertising on TV is the most mentioned about source of information.

■Recommendation

– Product

– Price

– Place

– Promotion

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Snapshot on Soy products in 3 countries

Mr. Pakawat Wangsanuwat,

March 9, 2016

Phuket, Thailand

Soybean oil

67.8%

Soybean oil

65.0%

Soybean oil

35.3%

Soy sauce

67.0%

Soy sauce

72.2%

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Soy products purchasing in the past 3 months

Respondents purchased soy milk the most, following by soy sauce and soybean oil

N=400/country

SOY

Soy milk

97.8%

Soy milk

95.3%

Soy milk

90.0%

Soy sauce

66.5%

SOY

SOY

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Soy milk consumed behavior

How often do they consume the product and what is their top of mind brand

ABC Soybean

14.3%

1 time / 2-3 days

22.7%

1 time / 2-3 days

26.3%

1 time / 2-3 days

33.4%

Lactasoy

45.8%

Vinasoy

45.4%

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Soy milk consumed behavior

Reason to drink Soy milk and where to buy them

Minimart

76.4%

Convenience store

89.0%

Supermarket

78.5%

Good for health

81.6% 1 Good taste

63.8% 2

Good for health

80.8% 1 Good taste

73.9% 2

Good for health

85.6% 1 Good taste

80.8% 2

24 hrs

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Soy sauce consumed behavior


ABC Soybean

28.0%

1 time / day

30.5%

1 time / day

30.9%

1 time / 2-3 days

34.2%

Golden mountain

38.3%

Chinsu

59.0%

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Soy sauce consumed behavior

Reason to use Soy sauce and where to buy them

Minimart

76.4%

Supermarket

89.5%

Supermarket

77.8%

Good taste

73.9% 1 High nutrition

53.9% 2

Good taste

80.2% 1 Easy to buy

58.9% 2

Good for health

77.8% 1 Fish sauce substitute

59.0% 2

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Soybean oil consumed behavior


Mama Suka

27.9%

1 time / day

42.8%

1 time / day

33.8%

1 time / day

32.1%

Angoon

54.2%

Simply

46.1%

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Soybean oil consumed behavior

Reason to use Soybean oil and where to buy them

Supermarket

85.0%

Supermarket

89.2%

Supermarket

77.8%

Good for health

65.6% 1 Cholesterol control

59.0% 2

Good for health

64.2% 1 Easy to buy

60.3% 2

Good for health

78.6% 1 Cholesterol control

57.5% 2

FOR FURTHER INQUIRIES, PLEASE CONTACT:

W&S Thailand 18th floor, Two Pacific Place Building 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok, 10110 Thailand URL : http://wsgroup-asia.com/ Email : [email protected]

The copyright of this report belongs to W&S Holdings Joint Stock Company.

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Data & Analytics

Consumers Attitude and Trends in the F&B sector