Key Findings from Mintel’s Latest Research on Thai Consumers’ Healthy Lifestyles: Opportunities for Brands to Integrate Holistic Well-Being Solutions

In a recent study conducted by global market intelligence firm Mintel, it was revealed that Thai consumers are increasingly seeking out trustworthy health claims amid rising living expenses. With over 75% of Thais expressing concerns about escalating costs, brands have a unique opportunity to integrate practical and holistic well-being solutions into consumers’ daily lives.

The research highlighted that despite the understanding of the importance of a healthy lifestyle, many Thai consumers struggle to maintain consistent habits. Factors such as time constraints and difficulty adhering to workout schedules were cited as common obstacles. However, the study also found that over two-thirds of Thais believe it is easier to maintain healthy habits when done with others, presenting brands with the chance to offer solutions that seamlessly fit into everyday routines.

As economic uncertainties continue to impact consumer behavior, the demand for budget-friendly wellness options is on the rise. Thai consumers are more likely to choose products that are backed by credible information, with over three-quarters stating that evidence-based ‘healthy’ products are more reliable. Additionally, the research indicated a shift towards self-care as a coping mechanism, with 70% of Thai consumers emphasizing the importance of enjoying food rather than focusing on calorie counting.

Furthermore, the study highlighted the growing awareness of the interconnectedness between mental and physical well-being among Thai consumers. Stress management, in particular, was noted as a significant health concern, with many individuals turning to sweets, personal care products, and cosmetics for relaxation and self-care.

To cater to these evolving consumer preferences, Mintel recommends that brands focus on providing enjoyable and sustainable solutions that align with Thai consumers’ lifestyle choices. By incorporating elements of gamification, technology, and incentivization, brands can encourage individuals to make small yet impactful changes to their daily routines.

Overall, the research suggests that Thai consumers are seeking long-term, enjoyable approaches to health and wellness, rather than quick fixes. By understanding and catering to these preferences, brands have the opportunity to build stronger connections with consumers and support them in achieving their health goals.

To access the full Mintel report on Thai consumers’ Healthy Lifestyles in 2023, click here.