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Comparative report on healthy food in thailand, indonesia and vietnam in 2015

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Research Method Online research Fieldwork Period May 2015 Research Area Vietnam, Indonesia, Thailand Respondent Criteria Male / Female, 18 years old and above Sample Size Total 1,500 samples Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 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
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  • 1. Comparative report on healthy food study in Thailand, Indonesia and Vietnam in 2015 January 2015
  • 2. Table of content 2 A. Research Design (P.3) B. Respondent profile (P.4) C. Key Findings (P.5) D. Detail Findings (P.7)
  • 3. A. Research design 3 Research Method Online research Fieldwork Period May 2015 Research Area Vietnam, Indonesia, Thailand Respondent Criteria Male / Female, 18 years old and above Sample Size Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 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
  • 4. 4 ■Gender ■ Ready to eat Healthy Food Purchasing Behavior ■Age ■Monthly household income 50.0 50.0 50.0 50.0 50.0 50.0 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) Female Male 43.0 34.4 43.3 39.1 44.2 45.9 13.7 18.6 8.6 4.1 2.8 2.2 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 45 years old & above 35 - 44 years old 25 - 34 years old 16 - 24 years old 31.4 7.4 15.2 34.4 28.8 48.2 30.4 48.6 35.8 3.8 15.2 0.8 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) Rarely Sometimes Often Usually 27.4 32.2 43.6 28.6 37.4 35.2 40.2 30.4 21.2 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) Class C Class B Class A Definition Thailand Indonesia Vietnam 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 B. Respondent profile
  • 5. ■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 Thailand, healthy snack is in Indonesia, while Fortified/ functional beverage and high nutrition noodles/ rice is more consumed in Vietnam than other foods. • Functional for health & wellness as a major concern of Thai people, Indonesian and Vietnamese. Source of fibre, high nutrition and protein is the top concerns among Thai people. Besides that, Indonesian and Vietnamese have some other concerns including digestive and Cholesterol free. ■RTE healthy food Habits • While the majority of Thai & Indonesia consume RTE healthy food more than once per week (44.0%). The majority of Vietnam respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%) • The majority of Thai, Indonesia and Vietnam 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 Indonesian & Vietnamese, while tase belongs to the top consideration for Thai people. • While convenience store is the main channel for Thai & Indonesian people, but it’s not the main channel at all in Vietnam. The main channel to purchase RTE healthy food is dominated by supermarket in Vietnam. While healthy food store is the third alternative place for Thailand and Vietnam, yet it does not play role at all in Indonesia. 5 C. Key findings
  • 6. ■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 Thailand and Indonesia. In addition, alternative food is the top trigger for Indonesian use healthy food, while some benefits including innovation, convenience are in Vietnam. • 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 Indonesians, Thai people and Vietnamese. • 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 Indonesian is brother/sister (39.8%); for Vietnam is relatives (34.2%) and for Thailand is husband/wife (20.9%). ■RTE healthy food improvement & key trends • The level of RTE healthy food innovation is considered to be high in Thailand, 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 Vietnamese (47.0%) vote for lesser development for RTE healthy innovation. The same trend happens for Indonesia with lesser percentage vote for the category (29.6%). • The high innovation and improvement in Thailand can be proven by the example of RTE healthy meal which is not yet available in Indonesia & Vietnam. For Indonesia, Healthy Snack bar is getting popular, while RTD healthy functional drink is on trend in Vietnam • Due to the high level innovative & improvement in healthy food Thailand market, therefore, the market is dominated by local brands. However, Global and local brand is equally dominated in healthy market in Indonesia & Vietnam. 6 C. Key findings
  • 7. C. Key findings 7 ■ RTE healthy food lifestyle & attitude • Despite the vote for high innovation for RTE healthy food in Thailand, 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% Indonesian respondents consumed RTE healthy food for more than 5 years ago, while around 20.8% Vietnamese consume RTE healthy food in the mentioned period. Around one-third of Vietnamese respondents (30.0%) started having RTE healthy food consumption for 1- 2 years. • The similar trend for healthy lifestyle attitude happens for Indonesia (61.0%) and Vietnam (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 Thailand (77.0%), yet the percentage of negative aspect is also high in Thailand (70.5%) because of the expensive price in Thailand that 71.8% of respondents vote for the reason. The percentage of negative aspect for Indonesia and Vietnam is considerably low and significant lower than Thailand
  • 8. 8 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 D. Detail findings
  • 9. Popular RTE healthy food category • 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 Thailand, healthy snack is in Indonesia, while Fortified/ functional beverage and high nutrition noodles/ rice is more consumed in Vietnam than other foods. Q1. Please tell us which category do you consume for ready to eat healthy food ? [MA] 9 (Unit: %) 85 74.4 56.4 51.6 46 39 38.8 29.8 29.2 29.2 27.8 19.8 18.8 14.8 Healthy dairy; Yogurt cup & drink Fortified / Functional Beverage High nutrition noodles/Rice;… Healthy snack bars/ Cereal bars Healthy canned and preserved… Low caffeine coffee & High… Healthy sweet and savoury snacks Healthy dried processed food/fruit Healthy chilled processed… Healthy sauces, dressings and… Fat-free food Heatlhy Soups; for ex; 100% real… Healthy frozen processed food Other ready to eat healthy food 77.7 52.1 41.1 39.4 38.9 37.5 37.1 32 29.6 28.4 24.1 24.1 22.7 17 Healthy dairy; Yogurt cup & drink Fat-free food Low caffeine coffee & High… Healthy dried processed food/fruit Healthy canned and preserved… Healthy chilled processed… Healthy sauces, dressings and… Healthy snack bars/ Cereal bars Ready to eat healthy meals Fortified / Functional Beverage Healthy frozen processed food High nutrition noodles/Rice;… Heatlhy Soups; for ex; 100% real… Healthy sweet and savoury snacks 74.6 54.2 51.6 36.8 36.2 31.2 29 27.6 26.8 26 23.8 21.6 17.2 17 Healthy dairy; Yogurt cup & drink Healthy snack bars/ Cereal bars Healthy sweet and savoury snacks Low caffeine coffee & High… High nutrition noodles/Rice;… Fortified / Functional Beverage Healthy chilled processed… Healthy sauces, dressings and… Ready to eat healthy meals Healthy frozen processed food Healthy dried processed food/fruit Healthy canned and preserved… Heatlhy Soups; for ex; 100% real… Fat-free food Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food category
  • 10. • Functional for health & wellness as a major concern of Thai people, Indonesian and Vietnamese. • Source of fibre, high nutrition and protein is the top concerns among Thai people. Besides that, Indonesian and Vietnamese have some other concerns including digestive and Cholesterol free. RTE healthy food concern Q5 Please tell us in which aspect you are mostly concerned on healthy food aspects ? [MA] 10 (Unit: %) 72.8 72.8 65.6 61.6 54.6 53.8 52.4 47.8 41.8 38.6 36.8 32.0 29.2 28.8 23.6 20 19.6 12.2 11.8 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 61.4 57.1 52.1 49.9 49.3 47.9 47.7 46.1 45.5 42.5 0.4 0.4 0.4 0.4 0.3 0.2 0.2 0.2 0.1 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 56.2 50.2 44.6 43.2 42.4 38.6 36.8 36.4 33.0 31.8 31.2 24.2 21.6 21.2 20.8 18.8 17.6 15.0 14.2 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 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food concern
  • 11. 11 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 D. Detail findings
  • 12. RTE healthy food purchase frequency • While the majority of Thai & Indonesia consume RTE healthy food more than once per week (44.0%). The majority of Vietnam respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%) Q2. Please tell us how often do you buy ready to eat healthy food ? [SA] 12 (Unit: %) 29.0 21.6 6.6 39.6 3.2 Every day More than once per week once per week 2 - 3 times / month once per month 19.3 44.0 13.8 14.3 6.3 Every day More than once per week once per week 2 - 3 times / month once per month 5.8 34.6 22.6 26.0 11.0 Every day More than once per week once per week 2 - 3 times / month once per month Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food purchase frequency
  • 13. RTE healthy food purchase spending • The majority of Thai, Indonesia and Vietnam are spending at moderate spending for one time purchasing Q6. Please tell us how much do you often spend for one time purchasing on ready to eat healthy food ? [SA] 13 (Unit: %) 12.8 43.0 26.6 11.6 4.0 2.0 Less than 100,000 VND 100,000 VND - less than 300,000 VND 300,000 VND - less than 500,000 VND 500,000 VND - less than 700,000 VND 700,000 VND - less than 900,000 VND 900,000 VND and above 8.9 25.9 19.1 9.9 13.9 6.4 1.0 2.5 8.6 < 100 THB 101 - 200 THB 201 - 300 THB 301 - 400 THB 401 - 500 THB 501 - 600 THB 601 - 700 THB 701 - 800 THB > 800 THB 24.0 39.2 14.2 11.0 5.6 2.6 1.2 1.0 1.2 < Rp. 50.000 Rp. 50.001 - 100.000 Rp. 100.001 - 150.000 Rp. 150.001 - 200.000 Rp. 200.001 - 250.000 Rp. 250.001 - 300.000 Rp. 300.001 - 350.000 Rp. 350.001 - 400.000 > Rp. 400.000 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food purchase spending
  • 14. • 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 Indonesian & Vietnamese, while tase belongs to the top consideration for Thai people. RTE healthy food factor to purchase Q10. Please tell us the reason why you purchase ready to eat healthy food ? [MA] 14 (Unit: %) 84.6 74.7 70.9 69.7 62.9 60.5 41.7 33.7 31.1 27.3 8.4 5.6 Saw the advertising and… Nutritions benefit Convenient as a meal (No… Confidence in quality of the… Affordable price Convenient to buy Taste Would like to try Packaging The reputation of brand Just follow the healthy trend No reason 77.3 74.9 57.7 52.8 46.8 45.1 44.1 40.5 39.5 17 15 0.8 Nutritions benefit Saw the advertising and would… Taste Confidence in quality of the… Affordable price Convenient as a meal (No need… Just follow the healthy trend Would like to try Convenient to buy The reputation of brand Packaging No reason 69.6 65.6 59.6 54.6 53.6 45.2 42.2 38.0 25.0 14.6 14.4 18.6 Saw the advertising and would… Convenient as a meal (No need… Nutritions benefit Taste Affordable price Confidence in quality of the… Convenient to buy Would like to try The reputation of brand Just follow the healthy trend Packaging No reason Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food factor to purchase
  • 15. Supermarket Healthy Food Store • While convenience store is the main channel for Thai & Indonesian people, but it’s not the main channel at all in Vietnam. The main channel to purchase RTE healthy food is dominated by supermarket in Vietnam. While healthy food store is the third alternative place for Thailand and Vietnam, yet it does not play role at all in Indonesia. 68.7 73.3 71.2 67.6 66.0 69.1 72.3 74.0 71.9 0.0 73.8 71.7 82.8 70.6 79.7 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 RTE healthy food place to buy Q12. Please tell us which place you like to buy your ready to eat healthy food ?[MMA] 15 (Unit: %) 38.7 37.5 40.2 36.4 25.4 34.2 33.1 36.8 36.2 35.7 36 27.8 37.3 40.2 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 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 73.7 69 66.7 69.7 68.1 68.1 70 68 74.1 72.4 73.2 70.5 61.6 69 72 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… Grocery ShopConvenient store Hypermarket
  • 16. 16 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 D. Detail findings
  • 17. • 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 Thailand and Indonesia • In addition, alternative food is the top trigger for Indonesian use healthy food, while some benefits including innovation, convenience are in Vietnam. 61.2 46.6 49.8 54.2 58.4 56.2 44.0 46.6 51.6 40.0 49.4 43.2 34.0 13.0 27.2 21.6 13.8 9.4 10.8 19.0 14.8 9.8 19.6 9.8 9.4 16.6 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 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] 17 (Unit: %) 43.3 44.2 46.3 47.5 51.1 48.1 52.9 41.7 49.3 47.7 45.1 38.1 42.1 54.5 46.6 43.3 42.1 38.4 41.0 36.2 46.9 37.2 34.4 36.8 42.8 29.4 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 Thailand (n=500) Indonesia (n=500) Vietnam (n=500) 41.0 63.8 57.2 56.0 62.2 56.0 45.4 54.0 52.4 40.8 34.0 36.8 15.8 50.8 17.4 22.0 22.4 14.8 15.0 25.0 14.8 14.0 22.4 15.6 8.6 13.9 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 Strongly Disagree Disagree Neutral Agree Strongly Agree Total Agree 74.2 73.8 71.4 68.0 67.8 67.0 63.0 61.4 61.4 59.6 59.2 52.6 50.6 Total Agree 89.6 82.1 90.8 91.8 97.8 81.9 82.1 89.5 89.1 89.1 89.6 86.5 71.5 Total Agree 91.8 81.2 79.2 78.4 77.0 71.0 70.4 68.8 66.4 63.2 49.6 45.4 29.7
  • 18. RTE healthy food sources of information • 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 Indonesians, Thai people and Vietnamese. Q7. Which media channel you mostly found ready to eat healthy food information ? [MA] 18 (Unit: %) 86.8 82.8 66.6 58.6 39.6 31.0 6.6 2.4 Internet Ads on TV Healthy shop/Supermarket (Own observation) Magazine (Healthy; Food Related) Ads on Billboard Newspaper Radio Others 68.0 64.4 59.9 54.0 29.1 26.7 11.1 8.9 Ads on TV Internet Healthy shop/Supermarket (Own observation) Magazine (Healthy; Food Related) Ads on Billboard Newspaper Radio Others 73.6 66.6 66.0 37.6 20.6 17.6 8.8 4.4 Ads on TV Internet Healthy shop/Supermarket (Own observation) Magazine (Healthy; Food Related) Newspaper Ads on Billboard Radio Others Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food purchase frequency
  • 19. RTE healthy food awareness influencers • 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 Indonesian is brother/sister (39.8%); for Vietnam is relatives (34.2%) and for Thailand is husband/wife (20.9%) Q2. Please tell us who else in your family consuming healthy food including relatives & friends ? [MA] 19 (Unit: %) 35.2 24.2 19.8 9.4 5.4 5.2 0.8 Father/Mother Relatives Husband/Wife Friends Son/Daugther Brother/Sister Colleges 39.3 20.9 13.2 8.5 8.1 6.9 3.2 Father/Mother Husband/Wife Friends Colleges Brother/Sister Relatives Son/Daugther 50.2 39.8 44.8 33.0 36.2 35.2 21.0 Father/Mother Brother/Sister Husband/Wife Son/Daugther Relatives Friends Colleges Thailand (n=500) Indonesia (n=500) Vietnam (n=500) * Ready to eat healthy food purchase frequency
  • 20. 20 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 D. Detail findings
  • 21. RTE healthy food Improvement • The level of RTE healthy foo
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