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Consumers Attitude and Trends in the F&B sector

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W&S to present in 11th ASEAN Soy Symposium in the topic of "What is driving consumers attitude and trends in food and beverage sector." by Pakawat Wangsanuwat

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Consumers Attitude and Trends in the F&B sector

  1. 1. What’s Driving Consumers Attitude and Trends in F&B An ASEAN Snapshot Mr. Pakawat Wangsanuwat, March 9, 2016 Phuket, Thailand
  2. 2. Table of content A. Research Background B. Respondent profile C. Key finding D. Detail Findings E. Conclusion & Recommendations Sidekick 2
  3. 3. A. Research background 3 • 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.
  4. 4. 4 ■ 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 44.2 45.9 13.7 18.6 8.6 4.1 2.8 2.2 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 45 years old & above 35 - 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
  5. 5. 5 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.
  6. 6. 6 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.
  7. 7. 7 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.
  8. 8. 8 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
  9. 9. Fat-free food 52.1% 0% fat 9 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%
  10. 10. 10 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%
  11. 11. 11 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
  12. 12. 12 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
  13. 13. 13 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.
  14. 14. 14 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%
  15. 15. 15 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
  16. 16. 16 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
  17. 17. 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% 17 RTE healthy food awareness Personal health is the top motivation to consume healthy food among people in those 3 countries N=500/country
  18. 18. TV ads 73.6% TV ads 68.0% Internet 86.8% 18 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%
  19. 19. 19 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
  20. 20. 29.6% 46.2% 47.0% 20 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
  21. 21. 21 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.
  22. 22. 22 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
  23. 23. 23 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% Natural food consumption 66.0% Natural food consumption 59.9%
  24. 24. 24 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 To view the full report please visit: http://bit.ly/1QewMIL
  25. 25. Snapshot on Soy products in 3 countries Mr. Pakawat Wangsanuwat, March 9, 2016 Phuket, Thailand
  26. 26. Soybean oil 67.8% Soybean oil 65.0% Soybean oil 35.3% Soy sauce 67.0% Soy sauce 72.2% 26 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
  27. 27. 27 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%
  28. 28. 28 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
  29. 29. 29 Soy sauce consumed behavior How often do they consume the product and what is their top of mind brand 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%
  30. 30. 30 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
  31. 31. 31 Soybean oil consumed behavior How often do they consume the product and what is their top of mind brand 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%
  32. 32. 32 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
  33. 33. 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 : info@wsgroup-asia.com The copyright of this report belongs to W&S Holdings Joint Stock Company. THANK YOU FOR YOUR ATTENTION

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