Comparative report on healthy food study in Thailand, Indonesia and Vietnam in January 2015

Transcription

1 Comparative report on healthy food study in, and in 2015 January 2015

2 Table of content A. Research Design (P.3) B. Respondent profile (P.4) C. Key Findings (P.5) D. Detail Findings (P.7) 2

3 A. Research design Research Method Online research Fieldwork Period May 2015 Research Area,, Respondent Criteria Male / Female, 18 years old and above Sample Size Number of Questions 30 Main Questions Survey Content General attitude about ready to eat healthy food Ready to eat healthy food Habits Ready to eat healthy Food Awareness Ready to eat healthy food improvement & key trends Ready to eat healthy food segment 3

4 B. Respondent profile Gender Age Female years old & above years old Male years old years old Ready to eat Healthy Food Purchasing Behavior Monthly household income Rarely Sometimes Often Usually Class C Class B Class A Definition Class A > 50,001 THB > 8.5 mil IDR > 15 mil VND Class B 24,001 35,000 THB 3.5 mil 8.5 mil IDR 7.5 mil - 15 mil VND Class C < 24,000 THB < 3.5 mil IDR < 7.5 mil VND 4

5 C. Key findings General attitude about RTE healthy food Healthy dairy & yogurt drink are the most popular category for all 3 countries. Besides that, fat fee food and low caffeine coffee are common in, healthy snack is in, while Fortified/ functional beverage and high nutrition noodles/ rice is more consumed in than other foods. Functional for health & wellness as a major concern of Thai people, n and ese. Source of fibre, high nutrition and protein is the top concerns among Thai people. Besides that, n and ese have some other concerns including digestive and Cholesterol free. RTE healthy food Habits While the majority of Thai & consume RTE healthy food more than once per week (44.0%). The majority of respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%) The majority of Thai, and are spending at moderate spending for one time purchasing Nutrions benefit & advertisement encouragement are the key factors to purchase healthy food among 3 countries. Besides that, convenient as meal is also the key factor to consider to purchase healthy food for n & ese, while tase belongs to the top consideration for Thai people. While convenience store is the main channel for Thai & n people, but it s not the main channel at all in. The main channel to purchase RTE healthy food is dominated by supermarket in. While healthy food store is the third alternative place for and, yet it does not play role at all in. 5

6 C. Key findings RTE healthy Food Awareness Personal health is the top motivation to consume healthy food among people living in those 3 countries. Cholesterol is the top priority among 2 countries respondents in and. In addition, alternative food is the top trigger for n use healthy food, while some benefits including innovation, convenience are in. Information source for healthy food is the same in those 3 countries. Advertising on TV, Internet and healthy shop/ supermarket are the top 3 information sources for ns, Thai people and ese. Father/Mother has played a major role a RTE healthy food influencers for the majority of respondents in 3 countries. While the 2nd influencers for n is brother/sister (39.8%); for is relatives (34.2%) and for is husband/wife (20.9%). RTE healthy food improvement & key trends The level of RTE healthy food innovation is considered to be high in, proven by number of votes by Thai (46.2%) and another significant half vote for the level of moderate innovation (41.3%). However, the significant majority of ese (47.0%) vote for lesser development for RTE healthy innovation. The same trend happens for with lesser percentage vote for the category (29.6%). The high innovation and improvement in can be proven by the example of RTE healthy meal which is not yet available in &. For, Healthy Snack bar is getting popular, while RTD healthy functional drink is on trend in Due to the high level innovative & improvement in healthy food market, therefore, the market is dominated by local brands. However, Global and local brand is equally dominated in healthy market in &. 6

7 C. Key findings RTE healthy food lifestyle & attitude Despite the vote for high innovation for RTE healthy food in, the majority of Thai respondents (34.4%) started to consume RTE healthy food recently for the last period of 6 months. The highest percentage of 23.4% n respondents consumed RTE healthy food for more than 5 years ago, while around 20.8% ese consume RTE healthy food in the mentioned period. Around one-third of ese respondents (30.0%) started having RTE healthy food consumption for 1-2 years. The similar trend for healthy lifestyle attitude happens for (61.0%) and (60.9%) particularly on work-life balance, most of Thai respondents are focusing on health care (71.5%) particularly on stress control lifestyle (83.2%). The percentage of positive aspect is highest of all RTE healthy food attitude among 3 countries, and particularly higher in (77.0%), yet the percentage of negative aspect is also high in (70.5%) because of the expensive price in that 71.8% of respondents vote for the reason. The percentage of negative aspect for and is considerably low and significant lower than 7

8 D. Detail findings 1. General attitude about RTE healthy food 2. RTE healthy Food Awareness 3. RTE healthy food Habits 4. RTE healthy food improvement & key trends 5. RTE healthy food lifestyle & attitude 8

9 Popular RTE healthy food category Q1. Please tell us which category do you consume for ready to eat healthy food? [MA] Healthy dairy & yogurt drink are the most popular category for all 3 countries Besides that, fat fee food and low caffeine coffee are common in, healthy snack is in, while Fortified/ functional beverage and high nutrition noodles/ rice is more consumed in than other foods. Healthy dairy; Yogurt cup & drink 77.7 Healthy dairy; Yogurt cup & drink 74.6 Healthy dairy; Yogurt cup & drink 85 Fat-free food 52.1 Healthy snack bars/ Cereal bars 54.2 Fortified / Functional Beverage 74.4 Low caffeine coffee & High 41.1 Healthy sweet and savoury snacks 51.6 High nutrition noodles/rice; 56.4 Healthy dried processed food/fruit 39.4 Low caffeine coffee & High 36.8 Healthy snack bars/ Cereal bars 51.6 Healthy canned and preserved 38.9 High nutrition noodles/rice; 36.2 Healthy canned and preserved 46 Healthy chilled processed 37.5 Fortified / Functional Beverage 31.2 Low caffeine coffee & High 39 Healthy sauces, dressings and 37.1 Healthy chilled processed 29 Healthy sweet and savoury snacks 38.8 Healthy snack bars/ Cereal bars 32 Healthy sauces, dressings and 27.6 Healthy dried processed food/fruit 29.8 Ready to eat healthy meals 29.6 Ready to eat healthy meals 26.8 Healthy chilled processed 29.2 Fortified / Functional Beverage 28.4 Healthy frozen processed food 26 Healthy sauces, dressings and 29.2 Healthy frozen processed food 24.1 Healthy dried processed food/fruit 23.8 Fat-free food 27.8 High nutrition noodles/rice; 24.1 Healthy canned and preserved 21.6 Heatlhy Soups; for ex; 100% real 19.8 Heatlhy Soups; for ex; 100% real 22.7 Heatlhy Soups; for ex; 100% real 17.2 Healthy frozen processed food 18.8 Healthy sweet and savoury snacks 17 Fat-free food 17 Other ready to eat healthy food 14.8 * Ready to eat healthy food category 9

10 RTE healthy food concern Q5 Please tell us in which aspect you are mostly concerned on healthy food aspects? [MA] Functional for health & wellness as a major concern of Thai people, n and ese. Source of fibre, high nutrition and protein is the top concerns among Thai people. Besides that, n and ese have some other concerns including digestive and Cholesterol free. Source of Fibre Source of High Nutrition Source of Protein Functional for Health & Immune Support Diet alternative Food Weight Control Cholesterol Free Fat Free Sugar Free Digestive Concern Anti-ageing Concern Organic Concern Source of Freshness & Emotional benefit Low Carbohydrates Lactose Free Low Caffeine Gluten Free Functional for Health & Cholesterol Free Digestive Concern Source of Fibre Source of High Nutrition Source of Freshness & Weight Control Fat Free Source of Protein Sugar Free Immune Support Lactose Free Low Caffeine Low Carbohydrates Organic Concern Emotional benefit Diet alternative Food Gluten Free Anti-ageing Concern Functional for Health & Source of Freshness & Immune Support Digestive Concern Source of High Nutrition Cholesterol Free Anti-ageing Concern Emotional benefit Organic Concern Weight Control Fat Free Low Caffeine Source of Protein Source of Fibre Diet alternative Food Sugar Free Low Carbohydrates Lactose Free Gluten Free * Ready to eat healthy food concern 10

11 D. Detail findings 1. General attitude about RTE healthy food 2. RTE healthy food Habits 3. RTE healthy Food Awareness 4. RTE healthy food improvement & key trends 5. RTE healthy food lifestyle & attitude 11

12 RTE healthy food purchase frequency Q2. Please tell us how often do you buy ready to eat healthy food? [SA] While the majority of Thai & consume RTE healthy food more than once per week (44.0%). The majority of respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%) Every day 19.3 Every day 5.8 Every day 29.0 More than once per week 44.0 More than once per week 34.6 More than once per week 21.6 once per week 13.8 once per week 22.6 once per week times / month times / month times / month 39.6 once per month 6.3 once per month 11.0 once per month 3.2 * Ready to eat healthy food purchase frequency 12

13 RTE healthy food purchase spending Q6. Please tell us how much do you often spend for one time purchasing on ready to eat healthy food? [SA] The majority of Thai, and are spending at moderate spending for one time purchasing < 100 THB 8.9 < Rp Less than 100,000 VND THB 25.9 Rp ,000 VND - less than 300,000 VND THB 19.1 Rp ,000 VND - less than 500,000 VND THB 9.9 Rp ,000 VND - less than 700,000 VND THB 13.9 Rp ,000 VND - less than 900,000 VND THB 6.4 Rp ,000 VND and above THB 1.0 Rp THB 2.5 Rp > 800 THB 8.6 > Rp * Ready to eat healthy food purchase spending 13

14 RTE healthy food factor to purchase Q10. Please tell us the reason why you purchase ready to eat healthy food? [MA] Nutrions benefit & advertisement encouragement are the key factors to purchase healthy food among 3 countries. Besides that, convenient as meal is also the key factor to consider to purchase healthy food for n & ese, while tase belongs to the top consideration for Thai people. Nutritions benefit 77.3 Saw the advertising and would 69.6 Saw the advertising and 84.6 Saw the advertising and would 74.9 Convenient as a meal (No need 65.6 Nutritions benefit 74.7 Taste 57.7 Nutritions benefit 59.6 Convenient as a meal (No 70.9 Confidence in quality of the 52.8 Taste 54.6 Confidence in quality of the 69.7 Affordable price 46.8 Affordable price 53.6 Affordable price 62.9 Convenient as a meal (No need 45.1 Confidence in quality of the 45.2 Convenient to buy 60.5 Just follow the healthy trend 44.1 Convenient to buy 42.2 Taste 41.7 Would like to try Convenient to buy The reputation of brand Packaging No reason Would like to try The reputation of brand Just follow the healthy trend Packaging No reason Would like to try Packaging The reputation of brand Just follow the healthy trend No reason * Ready to eat healthy food factor to purchase 14

15 RTE healthy food place to buy Q12. Please tell us which place you like to buy your ready to eat healthy food?[mma] While convenience store is the main channel for Thai & n people, but it s not the main channel at all in. The main channel to purchase RTE healthy food is dominated by supermarket in. While healthy food store is the third alternative place for and, yet it does not play role at all in. Functional_Beverage Low_Caffeine_Coffee Healthy_Canned_Food_Fruit Healthy_Chilled_Processed_Foo Healthy_Yogurt_Drink Healthy_Dried_Food_Fruit Healthy_Forzen_Food High_Nutrion_Rice Fat_Free_Food Ready_To_Eat_Healthy_Meals Healthy_Sauces Healthy Snack Bars Healthy_Soups Healthy Snack Functional Beverage Low caffeine coffee & High Healthy canned and Healthy chilled processed Healthy dairy; Yogurt cup & Healthy dried processed Healthy frozen processed High nutrition Fat-free food Ready to eat healthy meals Healthy sauces, dressings Healthy snack bars/ Cereal Heatlhy Soups; for ex; Healthy sweet and savoury Other ready to eat healthy Functional Beverage Low caffeine coffee & High Healthy canned and preserved Healthy chilled processed Healthy dairy; Yogurt cup & drink Healthy dried processed Healthy frozen processed food High nutrition noodles/rice; Fat-free food Ready to eat healthy meals Healthy sauces, dressings and Healthy snack bars/ Cereal bars Heatlhy Soups; for ex; 100% Healthy sweet and savoury Other ready to eat healthy food Supermarket Healthy Food Store Convenient store Hypermarket Grocery Shop 15

16 D. Detail findings 1. General attitude about RTE healthy food 2. RTE healthy food Habits 3. RTE healthy Food Awareness 4. RTE healthy food improvement & key trends 5. RTE healthy food lifestyle & attitude 16

17 RTE healthy food awareness Q4 Do you agree with this statement at the time you started to aware of ready to eat healthy food? [MSA] Personal health is the top motivation to consume healthy food among people living in those 3 countries. Cholesterol is the top priority among 2 countries respondents in and In addition, alternative food is the top trigger for n use healthy food, while some benefits including innovation, convenience are in. Health awareness Personal disease Cholesterol Availability Innovation A wide range of option Alternative food Diabetes A better taste Advertising & media Convenient purpose Weight control/diet Affordable price Total Agree Alternative food Health Awareness Cholesterol Innovation Availability A wide range of option Weight control/diet Convenient A better taste Personal disease Affordable price Advertising & media Diabetes Total Agree Personal disease Innovation Availability Convenient A wide range option A better taste Cholesterol Advertising & media Affordable price Weight control/diet Diabetes Alternative food Health awareness Total Agree Strongly Disagree Disagree Neutral Agree Strongly Agree 17

18 RTE healthy food sources of information Q7. Which media channel you mostly found ready to eat healthy food information? [MA] Information source for healthy food is the same in those 3 countries. Advertising on TV, Internet and healthy shop/ supermarket are the top 3 information sources for ns, Thai people and ese. Ads on TV 68.0 Ads on TV 73.6 Internet 86.8 Internet 64.4 Internet 66.6 Ads on TV 82.8 Healthy shop/supermarket (Own observation) 59.9 Healthy shop/supermarket (Own observation) 66.0 Healthy shop/supermarket (Own observation) 66.6 Magazine (Healthy; Food Related) 54.0 Magazine (Healthy; Food Related) 37.6 Magazine (Healthy; Food Related) 58.6 Ads on Billboard 29.1 Newspaper 20.6 Ads on Billboard 39.6 Newspaper 26.7 Ads on Billboard 17.6 Newspaper 31.0 Radio 11.1 Radio 8.8 Radio 6.6 Others 8.9 Others 4.4 Others 2.4 * Ready to eat healthy food purchase frequency 18

19 RTE healthy food awareness influencers Q2. Please tell us who else in your family consuming healthy food including relatives & friends? [MA] Father/Mother has played a major role a RTE healthy food influencers for the majority of respondents in 3 countries While the 2 nd influencers for n is brother/sister (39.8%); for is relatives (34.2%) and for is husband/wife (20.9%) Father/Mother 39.3 Father/Mother 50.2 Father/Mother 35.2 Husband/Wife 20.9 Brother/Sister 39.8 Relatives 24.2 Friends 13.2 Husband/Wife 44.8 Husband/Wife 19.8 Colleges 8.5 Son/Daugther 33.0 Friends 9.4 Brother/Sister 8.1 Relatives 36.2 Son/Daugther 5.4 Relatives 6.9 Friends 35.2 Brother/Sister 5.2 Son/Daugther 3.2 Colleges 21.0 Colleges 0.8 * Ready to eat healthy food purchase frequency 19

20 D. Detail findings 1. General attitude about RTE healthy food 2. RTE healthy food Habits 3. RTE healthy Food Awareness 4. RTE healthy food improvement & key trends 5. RTE healthy food lifestyle & attitude 20

21 RTE healthy food Improvement Q9. How do you think with innovation & penetration of ready to eat healthy food in your country compare to other country (in terms of quality & variety)? [SA] The level of RTE healthy food innovation is considered to be high in, proven by number of votes by Thai (46.2%) and another significant half vote for the level of moderate innovation (41.3%) However, the significant majority of ese (47.0%) vote for lesser development for RTE healthy innovation. The same trend happens for with lesser percentage vote for the category (29.6%) Very Innovative & Improvement 46.2 Very Innovative & Improvement 22.0 Very Innovative & Improvement 2.6 Moderate Innovate 41.3 Moderate Innovate 22.8 Moderate Innovate 17.2 In average to other country 6.7 In average to other country 21.6 In average to other country 22.0 Less developed than other countries 4.9 Less developed than other countries 29.6 Less developed than other countries 47.0 Far less developed than other countries.6 Far less developed than other countries 1.6 Far less developed than other countries 6.0 * Ready to eat healthy food Improvement 21

22 RTE healthy food Key Trend Q8. Please tell us what is the trend & innovation of ready to eat healthy food in your country? [SA] The high innovation and improvement in can be proven by the example of RTE healthy meal which is not yet available in Indoneisa & For, Healthy Snack bar is getting popular, while RTD healthy functional drink is on trend in CP Balance, is the example of ready to eat healthy meal is the example of RTE meal with low calories, high fibre Clean Food is the food with minimized processed or barely cooked, by using the natural taste sweetness, saltiness from natural fruits & vegetables. The key of clean food is to deliver safetiness and free from contaminants. Healthy Snack Bar, for example, Melinjo Nut Cracker is known to be rich in antioxidants that help increase body endurance. The product is free from MSG, bleach, gluten, chemicals and preservatives, and retails in a 250g pack Gac fruit drink, is the example of RTD healthy Functional drink, blending with green tea, herb, mango and persimmon. Gac fruit looks like durian and is said to contain many nutrients, including beta carotene and lycopene. A functional beverage is a drink product includes in its formulation ingredients such as herbs, vitamins, minerals, amino acids or additional raw fruit or vegetables. 22

23 RTE healthy food Trend: Global or Local? Q14. Please tell us how do you like to purchase the ready to eat healthy food from global or local brand? [MSA] Due to the high level innovative & improvement in healthy food market, therefore, the market is dominated by local brands. However, Global and local brand is equally dominated in healthy market in &. Fortified / Functional Beverage 58.5 Fortified / Functional Beverage Fortified / Functional Low caffeine coffee & High 48.6 Low caffeine coffee & High Low caffeine coffee & High Healthy canned and preserved 33.5 Healthy canned and preserved 26.3 Healthy canned and Healthy chilled processed 34.8 Healthy chilled processed 32.9 Healthy chilled processed Healthy dairy; Yogurt cup & drink 45.9 Healthy dairy; Yogurt cup & drink 80.2 Healthy dairy; Yogurt cup Healthy dried processed food/fruit Healthy dried processed 32 Healthy dried processed food/fruit Healthy frozen processed food Healthy frozen processed 21.9 Healthy frozen processed food High nutrition 61.8 High nutrition noodles/rice; 32.8 High nutrition noodles/rice; Fat-free food 33.1 Fat-free food Fat-free food Ready to eat healthy meals Ready to eat healthy meals 33.6 Ready to eat healthy meals Healthy sauces, dressings Healthy sauces, dressings and 36.9 Healthy sauces, dressings and Healthy snack bars/ Cereal Healthy snack bars/ Cereal bars 50.0 Healthy snack bars/ Cereal bars Heatlhy Soups; for ex; Heatlhy Soups; for ex; 100% real 40.9 Heatlhy Soups; for ex; 100% real Healthy sweet and savoury Healthy sweet and savoury snacks 33.7 Healthy sweet and savoury snacks Other ready to eat healthy % Global brand Local brand 60.2 % 37.6 % Global brand Local brand 34.6 % 42.5 % Global brand Local brand 39.2 % 23

24 D. Detail findings 1. General attitude about RTE healthy food 2. RTE healthy food Habits 3. RTE healthy Food Awareness 4. RTE healthy food improvement & key trends 5. RTE healthy food lifestyle & attitude 24

25 RTE healthy food period consumption Q3. How long have you started to consume healthy food? [SA] Despite the vote for high innovation for RTE healthy food in, the majority of Thai respondents (34.4%) started to consume RTE healthy food recently for the last period of 6 months. The highest percentage of 23.4% n respondents consumed RTE healthy food for more than 5 years ago, while around 20.8% ese consume RTE healthy food in the mentioned period. Around one-third of ese respondents (30.0%) started having RTE healthy food consumption for 1-2 years Recently (1-6 months) 34.4 Recently (1-6 months) 24.8 Recently (1-6 months) 11.2 More than 6 months - 1 year 17.1 More than 6 months - 1 year 15.8 More than 6 months - 1 year 16.2 More than 1-2 years 21.9 More than 1-2 years 19.8 More than 1-2 years 30.0 More than 2-5 years 12.8 More than 2-5 years 16.2 More than 2-5 years 21.8 More than 5 years 11.8 More than 5 years 23.4 More than 5 years

26 RTE Healthy lifestyle Attitude Q15. Do you agree with these statement on your lifestyle? [MMA] The similar trend for healthy lifestyle attitude happens for (61.0%) and (60.9%) particularly on work-life balance, most of Thai respondents are focusing on health care (71.5%) particularly on stress control lifestyle (83.2%) Health care Regular health control Total Agree Avg = Health care Regular health control Total Agree Avg = Health care Regular health control Total Agree Avg = Ordered life Ordered life Ordered life Salt control Salt control Salt control Less stress Natural food consumption No processed food Without additives Vegetarian food Life equilibrium Regular exercise Working/Private life High fruit consumption Moderate meat consumption Avg = Avg = Less stress Natural food consumption No processed food Without additives Vegetarian food Life equilibrium Regular exercise Working/Private life High fruit consumption Moderate meat consumption Avg = Avg = Less stress Natural food consumption No processed food Without additives Vegetarian food Life equilibrium Regular exercise Working/Private life High fruit consumption Moderate meat consumption Avg = Avg =

27 RTE Healthy Food Product Attitude Q15. Do you agree with these statement on ready to at healthy food perception? [MMA] The percentage of positive aspect is highest of all RTE healthy food attitude among 3 countries, and particularly higher in (77.0%), yet the percentage of negative aspect is also high in (70.5%) because of the expensive price in that 71.8% of respondents vote for the reason. The percentage of negative aspect for and is considerably low and significant lower than Health Aspects No harmful effect Health benefit Improving my current health Personal illness Positive aspects Quality Total Agree Avg = Avg = Health Aspects No harmful effect Health benefit Improving my current health Personal illness Positive aspects Quality Total Agree Avg = Avg = Health Aspects No harmful effect Health benefit Improving my current health Personal illness Positive aspects Quality Total Agree Avg = Avg = Tasty Tasty Tasty Attractive Attractive Attractive Innovation Negative aspects Fraud Avg = Innovation Negative aspects Fraud Avg = Innovation Negative aspects Fraud Avg = Fashion Fashion Fashion Worse Worse Worse Expensive Expensive Expensive

28 E. Conclusion Key insights about RTE healthy food trend and consumption behaviour from 3 countries: The high level of innovative & improvement in healthy food market (46.2%) has led to the high penetration of healthy food in, this is proved by average high percentage RTE healthy food local brands bought by customers (60.2% of local brand VS 39.8% of global brands). This allow the affordability accessed to the majority of Thai class C consumer (40.2%) While yogurt cup & drink is the most popular category among 3 countries including (77.7%). Fat-free food is the second most popular category in. The majority of Thai respondents (61.37%) are having healthy food as a source of fiber The level of RTE healthy food innovation is considered to be high in, proven by number of votes by Thai (46.2%) and another significant half vote for the level of moderate innovation (41.3%) The high innovation and improvement in can be proven by the example of RTE healthy meal which is not yet available in &. The significant majority of ese (47.0%) vote for lesser development for RTE healthy innovation in. This might lead to the high price per unit in. Therefore, the majority of ese consumer are in class A (43.6%). While the majority of Thai (44.0%) and n (34.6%) respondents consume RTE healthy food more than once per week. The majority of respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%) 72.8% of ese are looking for functional for health & wellness as a major concern. 52.4% of ese are concerning about anti-ageing. Personal disease has made the majority for ese respondents (91.8%) The moderate percentage of n consumers (29.6%) vote for lesser development for RTE healthy innovation in. 56.2% of n are looking for functional for health & wellness as a major concern. Apart from yogurt cup & drink, functional beverage is also popular in (54.2%) Cholesterol is the top concern for consumers (50.2%); and digestive is also their main concern (44.6%) 28

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