What People Buy Most When They’re On the Go
Top-performing categories reveal emerging consumer needs
The product category with the highest OOH sales growth is porridge, followed by street food. The segments with the biggest increase in penetration are street food, candy, and ready-to-eat meals. Instant porridge has achieved the fastest growth across all age groups, emphasising the demand for easy and quick-to-consume products that fit people’s fast-paced urban lifestyles.
Another clear trend is that Gen Z and Gen X are eating more sweet foods, as seen in the increased consumption of candy, ice cream, and processed fruits. Meanwhile, Millennials are the most health-conscious group among the three, as evidenced by their increased consumption of chicken essence, which brings energy, alertness, and nourishment. Millennials are also buying more RTD jelly, which often contains added vitamins and helps with satiety.
In the salty snack segment, consumers – in particular Gen Z and Gen X – are buying a wider variety of products, indicating a desire to explore new things when snacking outside the home.
Gen Z buys the most diverse range of products, trying new things and following new product trends across all categories. Millennials buy fewer types of products than the other groups, and even less than the market average. If brands want to attract Millennials with new products, they may need to do more homework to understand what this group wants, as they may not be easily drawn to try something new unless it meets their needs.
If Thailand’s OOH FMCG market rebounds to 2019 levels this year, we could well see value sales growth of around 7%. Answering these four critical questions will help you get prepared to grasp the opportunity:
Are you riding the growth trend, or falling behind?
Is your brand targeting the right generation for each product?
If your category is declining, how can you still grow?
What’s your strategy for sustaining growth in 2025?
