4 Outstanding Trends among Thais and their “Eating–Out Habits” Are Not the Same Anymore
Eating-out habit is ubiquitous in Thailand. In Thai society, Thai people, overall, eat out 56 times per month increasing from 50 per month in the last year. This paves the way for food and beverage industries to offer Thai consumers more eating choices such as variety in menus and brands, and types of restaurant. According to the research conducted by Neilsen named “FoodTrips”, it collects consumers’ behavior and need in eating out in terms of frequency, type of food and their payment of each meal, channel their buy food from, reason in choosing and market trend. Moreover,lastest FoodTrip study points out 4 trending eating out habit style.
- Convenient stores have become part of Thais daily life in their eating out style. The 3 most popular ways in eating-out are convenient store, food stall and street food respectively which are the same trend as 2016. However, we clearly see the growth of consumer’s accessibility for all 3 channels. Convenient stores have 7% growth rate with customers entering the store, an average, 21 times per month and main reasons Thais choose to go to convenient store is to assuage their hunger and to be part of their routine said Samawaree Limrachatamon managing director of Nielsen Thailand.
- Thais consumers are paying attention in eating main meals. For their eating habit during the day, we see that they eat roughly 7 meals a day consisting of breakfast, snack before lunch, lunch, snack after lunch, snack in the late afternoon, dinner and snack during the night. FoodTrips, nonetheless, reveals that consumers are likely to eat few snack but they improve their eating habit by consuming more main meals including breakfast, lunch and dinner compared to 2017 and 2016. It is said that dinner have the highest growth rate with 5% compare to other meals. When we are talking about eating out habit, it is inevitable to mention tea and coffee-drinking habit which gradually become part of Thais’ eating trend and have outstanding growth rate with its 60% penetration in Thailand. Bangkok has got higher 69% penetration comparing to 53% in rural areas. Overall, consumers residing in rural areas buy tea/coffee 6 times per month but consumers in Bangkok buy, on average, 8 times per month. The main reasons are to feel refresh and energetic. However, if we deeply investigate those coffee lovers by categorizing them, we will find out that the ratio will be depending on branding itself which can reflect and enhance brand image as well. In addition to its quality and service, building outstanding brand business owner should prioritize in order to attract prospect consumers.
- Ready-To-Eat food is one of the most popular choices among Thais with its growth rate are in rural area more than Bangkok. 7 out of 10 of the consumers residing in countryside consume Ready-to-Eat food. Chill RTE, Frozen RTE and Ambience RTE has a growth rate of 9%, 7% and 1% respectively in rural areas compared with previous year. The main reasons people do not want to cook is that it takes more time to prepare food materials and ingredients, and they do not like to clean it after cooking.
“During the economic instability, it leads to polarizing phenomenon among consumers who eat outside their home – there are likely more people eating out and those that hesitate to eat out. We can see that consumers with middle to low income are affected by the economic instability discouraging them to eat out. It is reflected by changing eating out habit year by year; thus, it shows that food and beverage industries are always changing and the ability to keep up with changes is essential to the industries in order to stay in the competitive position and get to know the business tactic” said Miss Samawaree
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