Consumer motivations
Competition might come from outside your category
Thai consumers typically enjoy a variety of snacks, and different categories often interact with one another. On average, an individual consumes approximately 6.75 types of snacks per year; around 4 from the savoury category and 3 from the sweet category.
When consumers leave a snack brand, it’s not always because they’ve switched to a competitor; often, they shift to other categories within the broader landscape.
And competition extends beyond packaged snacks – non-packaged snacks are also part of the equation. For instance, packaged ice cream also faces competition from non-packaged alternatives, such as Pai Thong, Swensen’s, or Dairy Queen.
This means that to gain a comprehensive understanding of the snack landscape, it’s essential to look beyond just one category.
Different occasions, different behaviour
People have different habits and needs depending on whether they’re consuming at home, or out of home. This is why we make a distinction between the two occasions.
For example, Consumer A chooses 3-in-1 coffee at home, but made-to-order coffee when they go out.
Consumer B eats potato chips while they’re watching a movie at home, but popcorn when viewing at the cinema.
Consumer C snacks on chocolate when they’re working from home, but opts for candy at the office because it’s more convenient to carry around.
