The highly esteemed global market intelligence company, Mintel, recently unveiled an insightful study on the Healthy Lifestyle habits of Thai consumers. This research doesn’t only shine a light on their wellness and fitness behaviours but also highlights invaluable opportunities for brands to harness their drive towards comprehensive wellbeing.
The study uncovers a notable difference between the health ambitions of Thai consumers and their actual actions. Despite acknowledging the significance of maintaining a healthy lifestyle, over a third (35%) struggle to stick to exercise routines. Equally, about 32% believe that their hectic schedules hinder their fitness plans. Interestingly, a whopping 67% of Thais believe that healthy habits are more conveniently sustained when others are involved. This creates a terrific chance for brands to introduce versatile healthy alternatives that smoothly fit into the daily lives of consumers and encourage the formation of wholesome habits. These insights were shared by Wilasinee Siriboonpipattana (Kaimook), the Senior Lifestyle Analyst at Mintel Reports Thailand.
As worldwide economic uncertainties persist, brands have to acknowledge how financial restrictions affect consumers aiming for health and wellness. Over three-quarters of Thais (75%) are apprehensive about growing living costs, which has triggered a gradual shift towards more circumspect spending behaviours. Even when shopping for wellness products, consumers show a tendency to trust brands that back up their products with believable data. A great majority of Thai consumers (78%) firmly believe that wellness items supported by factual evidence are more trustworthy.
Due to the heightened stress brought on by the pandemic, there has been a dramatic rise in the practice of self-care as an essential form of coping. It’s a blend of indulgence and personal wellbeing. Siriboonpipattana reported, “Our research shows that a significant 70% of Thai consumers believe that maintaining a healthy diet is about delighting in food, not obsessively counting calories. Hence, brands that provide healthier alternatives, such as low-sodium, sugar-free, or organic options, and help consumers to balance their eating habits with relaxing moments, are more likely to make a significant impact.”
Apart from a focus on diet and exercise, Mintel’s research unveils a broader view of wellbeing among consumers. Rather than being obsessed with individual elements, the Thai consumers appreciate the complex interaction between mental and physical health. Stress is a persistent health concern in Thailand, and while 76% admit to using sweets as a mood booster, many also resort to personal care and cosmetic items as a part of their calming routines.
Siriboonpipattana adds, “Despite a clear understanding of healthy living, Thais find it hard to initiate and stick to these lifestyle changes. Brands can build preference and loyalty by helping consumers incorporate small yet meaningful adjustments to their daily routines. Our studies show that a remarkable 86% of Thai consumers find joy in all life aspects. Hence, brands that manage to ‘gamify’ and reward healthy living practices—like providing points, vouchers, or discounts—stand to earn substantial loyalty. Considering that 65% of Thais delight in being early technology adopters and 77% pursue simpler living ways, using advanced tools to cultivate healthy routines might be a winning strategy.”
Siriboonpipattana concludes, “Thai consumers don’t desire a quick fix—they prefer a slow, steady, and sustainable route to achieve their health goals. Younger consumers are less inclined to stricter health routines. By ensuring the process is enjoyable, brands can keep them engaged and dedicated to their health objectives.”
Mintel’s Healthy Lifestyle Reports for Thailand in 2023 can be accessed here.
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