Who are the buyers?
Households in urban areas,older families and the ‘silver’generation offer significantgrowth potential.
Through Kantar Worldpanel’s Household Panel (HHP) sample in Thailand, we collect profiles of each household – including the number of members, intended user, and household income. From this, we can see that the number of households moving to urban areas has risen in 2022 compared with 2021, due to an aging population.
Looking at the demographic profile for shoppers in the H&B supplement category, we’ve been able to identify four key criteria to help brands focus on the right target consumers.
We’ve observed growth across every region except for the south, where spend on supplements is lowest, and continues to decline every year. The greatest opportunity for brands can be found in Greater Bangkok, where consumption and spend are highest.
