Currency-grade consumer data
Decode shopper behaviour to shape brand futures
There are a number of questions yet to be answered about Thailand’s alcohol sector. These include whether the legalisation of cannabis has led to increased alcohol consumption, or if drinking at home still predominantly occurs on Fridays and Saturdays. It’s also interesting to consider whether each type of alcohol may have its own occasion, such as celebrating a festival, drinking after work, drinking with friends, or drinking when getting a promotion, for instance.
Brands must play close attention to consumer behaviour to be able to make the right decisions in response to emerging trends like these.
Our methodology
Consumer behaviour data collected by Worldpanel Thailand reflects the purchasing behaviour of Thai households.
The data collection method Worldpanel uses in Thailand enables us to divide consumption behaviour into two groups: Household Consumption and Out-of-Home Consumption. Taking a sample of households across the country from Worldpanel’s Household Panel allows us to visualise at-home consumption across the whole of Thailand. Out-of-home consumption, meanwhile, focuses on behaviour in urban areas across Thailand. Worldpanel’s Out-of-Home Panel has a sample of over 2,000 city dwellers aged 15-49 years across the country, representative of the whole of Thailand.
Our observations of shopper behaviour in more than 100 FMCG categories, across more than 50 countries, reveal that the leading brand in a category usually has the largest buyer base compared to its competitors. In addition, it normally enjoys the highest number of purchase occasions. Alcohol brands should make driving growth in these two areas a priority within their strategies.
