The recipe for success in a shifting landscape
Thai cooks less today and opts to make simpler recipes
The typical Thai household cooks less today and opts to make simpler recipes than it has in the past and the size of the cooking products market is shrinking as a result.
However, food manufacturers can tackle this issue if they are armed with in-depth research. Worldpanel’s PanelVoice service combines qualitative and quantitative studies to decode shoppers’ behaviour. It talks directly to consumers to understand what they think about products and what motivates them to buy, findings that can be linked to shopper panel data or be used to create ‘cohorts’ that can be leveraged to drill down further into what drives the actions of different groups. (For example, people may believe that they are buying more convenience food, but the data does not indicate that they are opting for instant items.) Ultimately PanelVoice has been developed to offer unique insight that can be harnessed to create relevant offerings and effective brand strategies.
We know that cooking is seen as a core part of family life (particularly when children are young), that it helps households to manage costs, and that communal eating is important. On the reverse side we see that after lockdown, people are eating out more and that delivery services are luring people away from home cooking, while ready-to-eat meals and instant products are also attractive choices. In addition, there is the perception that cooking at home is more expensive than other options.
With these details, cooking basics brands can ensure products meet the different needs of the variety of consumers in Thailand today and market them in a way that resonates with peoples’ preferences and lifestyles.
Looking at four key drivers provides some options:
Cost: With budgets limited in many households, a focus on the cost-saving benefits of cooking at home, along with affordable product ranges is important.
Convenience: Straightforward meal options that emphasise convenience items - whether these are instant or still involve some cooking - are likely to be popular. Ready-to-eat meals also have strong potential.
Community: Products that cater for communal eating, for example by highlighting the social and family aspects of cooking such as bonding and health, will be a good fit with the cultural aspects of Thai life.
Conviviality: Many see cooking as fun – something that can reignite interest in the activity. And it doesn’t have to be complicated; simple, easy-to-follow recipes and meal kits that encourage experimentation and enjoyment can appeal to those who find cooking pleasurable but are short of time or do not have extensive cooking experience.
