Consumers need to budget and want convenience
But also cook creatively
Insight into what motivates people to cook at home – and equally what puts them off it - offers further understanding of the current cooking trends and preferences in Thailand.
Eating at restaurants and takeaway services are obviously barriers to people spending more time in their kitchens.
However, the vast majority of Thais say budgeting effectively in the current tough economic climate is easier when they cook at home, with half reporting that have started to use cheaper products to control their costs (shifting from rice barn oil to soybean oil, for example).
The theme of cost-saving – along with convenience – is reflected in the finding that 70% don’t use takeaway services or dine out more than last year. Almost the same proportion report that they opt for ready-to-eat food instead, with this option regarded as less expensive than cooking at home.
But away from the practicalities, cooking is also regarded as a hobby as well as a necessity, with 75% of respondents saying it is an enjoyable activity, and many reporting that they like to try preparing new dishes.
However, alongside the group exploring their culinary creativity, as noted above 70% of people opt for less complex menus, highlighting the need for simple easy-to-make meal options. Possibly driven by busy lifestyles, half of the consumers surveyed say they buy more instant food – potentially accounting for the finding that many people feel they are cooking more. On the other side, 70% find cooking easy, a factor which could encourage them to cook at home more, despite the costs.
Out of lockdown, there is less onus to cook for parties to celebrate special occasions; in other words, home cooking is not necessarily linked to social events. However, around half of Thai households still enjoy shared meals, whether that’s with relatives, friends or neighbours, thus highlighting the cultural importance of communal eating in Thai society and the role of cooking in maintaining social bonds and family connections.
