Comparative report on healthy food

study in Thailand, Indonesia and

Vietnam in 2015

January 2015
Table of content

A. Research Design (P.3)

B. Respondent profile (P.4)

C. Key Findings (P.5)

D. Detail Findings (P.7)

2
A. Research design

Research Method Online research

Fieldwork Period May 2015

Research Area Vietnam, Indonesia, Thailand

Respondent Criteria Male / Female, 18 years old and above

Thailand (n=500)
Sample Size Indonesia (n=500)
Vietnam (n=500)

Number of Questions 30 Main Questions

General attitude about ready to eat healthy food

Ready to eat healthy food Habits
Survey Content Ready to eat healthy Food Awareness
Ready to eat healthy food improvement & key trends
Ready to eat healthy food segment

3
 B. Respondent profile
■Gender ■Age

4.1 2.8 2.2

8.6
45 years old & above 13.7 18.6
Female 50.0 50.0 50.0
39.1 45.9
35 - 44 years old
44.2
Male
25 - 34 years old
50.0 50.0 50.0 43.0 43.3
34.4
16 - 24 years old

Thailand Indonesia Vietnam Thailand Indonesia Vietnam

(n=500) (n=500) (n=500) (n=500) (n=500) (n=500)

■ Ready to eat Healthy Food Purchasing Behavior ■Monthly household income

3.8 0.8
15.2
Rarely 30.4 21.2
Class C 40.2
30.4 35.8 35.2
Class B 28.6 37.4
Sometimes
48.6 27.4 32.2 43.6
Class A
34.4
Often 48.2 Thailand Indonesia Vietnam
(n=500) (n=500) (n=500)
28.8
31.4 Definition Thailand Indonesia Vietnam
Usually 15.2
7.4 Class A > 50,001 THB > 8.5 mil IDR > 15 mil VND
Thailand Indonesia Vietnam Class B 24,001 – 35,000 THB 3.5 mil – 8.5 mil IDR 7.5 mil - 15 mil VND
(n=500) (n=500) (n=500)
Class C < 24,000 THB < 3.5 mil IDR < 7.5 mil VND

4
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 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

■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

■ 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

7
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
 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 Thailand, healthy snack is in Indonesia, while Fortified/ functional
beverage and high nutrition noodles/ rice is more consumed in Vietnam than other foods.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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 (Unit: %)

9
 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, 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.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)
Source of Fibre 61.4 Functional for Health &… 56.2 Functional for Health &… 72.8
Source of High Nutrition 57.1 Cholesterol Free 50.2 Source of Freshness &… 72.8
Source of Protein 52.1 Digestive Concern 44.6 Immune Support 65.6
Functional for Health &… 49.9 Source of Fibre 43.2 Digestive Concern 61.6
Immune Support 49.3 Source of High Nutrition 42.4 Source of High Nutrition 54.6
Diet alternative Food 47.9 Source of Freshness &… 38.6 Cholesterol Free 53.8
Weight Control 47.7 Weight Control 36.8 Anti-ageing Concern 52.4
Cholesterol Free 46.1 Fat Free 36.4 Emotional benefit 47.8
Fat Free 45.5 Source of Protein 33.0 Organic Concern 41.8
Sugar Free 42.5 Sugar Free 31.8 Weight Control 38.6
Digestive Concern 0.4 Immune Support 31.2 Fat Free 36.8
Anti-ageing Concern 0.4 Lactose Free 24.2 Low Caffeine 32.0
Organic Concern 0.4 Low Caffeine 21.6 Source of Protein 29.2
Source of Freshness &… 0.4 Low Carbohydrates 21.2 Source of Fibre 28.8
Emotional benefit 0.3 Organic Concern 20.8 Diet alternative Food 23.6
Low Carbohydrates 0.2 Emotional benefit 18.8 Sugar Free 20
Lactose Free 0.2 Diet alternative Food 17.6 Low Carbohydrates 19.6
Low Caffeine 0.2 Gluten Free 15.0 Lactose Free 12.2
Gluten Free 0.1 Anti-ageing Concern 14.2 Gluten Free 11.8

* Ready to eat healthy food concern

(Unit: %)

10
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
 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 & 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%)

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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 6.6

2 - 3 times / month 14.3 2 - 3 times / month 26.0 2 - 3 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 (Unit: %)

12
 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, Indonesia and Vietnam are spending at moderate spending for one time purchasing

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

< 100 THB 8.9 < Rp. 50.000 24.0 Less than 100,000 VND 12.8

100,000 VND - less than

101 - 200 THB 25.9 Rp. 50.001 - 100.000 39.2 43.0
300,000 VND
300,000 VND - less than
201 - 300 THB 19.1 Rp. 100.001 - 150.000 14.2 26.6
500,000 VND
500,000 VND - less than
301 - 400 THB 9.9 Rp. 150.001 - 200.000 11.0 11.6
700,000 VND
700,000 VND - less than
401 - 500 THB 13.9 Rp. 200.001 - 250.000 5.6 4.0
900,000 VND

501 - 600 THB 6.4 Rp. 250.001 - 300.000 2.6 900,000 VND and above 2.0

601 - 700 THB 1.0 Rp. 300.001 - 350.000 1.2

701 - 800 THB 2.5 Rp. 350.001 - 400.000 1.0

> 800 THB 8.6 > Rp. 400.000 1.2

* Ready to eat healthy food purchase spending

(Unit: %)

13
 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 Indonesian & Vietnamese, while tase
belongs to the top consideration for Thai people.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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… Confidence in quality of the… Convenient to buy 60.5
45.1 45.2
Taste 41.7
Just follow the healthy trend 44.1 Convenient to buy 42.2
Would like to try 33.7
Would like to try 40.5 Would like to try 38.0
Packaging 31.1
Convenient to buy 39.5 The reputation of brand 25.0
The reputation of brand 27.3
The reputation of brand 17 Just follow the healthy trend 14.6
Just follow the healthy trend 8.4
Packaging 15 Packaging 14.4
No reason 5.6
No reason 0.8 No reason 18.6

* Ready to eat healthy food factor to purchase (Unit: %)

14
 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 & 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.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)
Functional_Beverage Functional Beverage 73.7 Functional Beverage
38.7 68.7
Low_Caffeine_Coffee Low caffeine coffee & High… 69 Low caffeine coffee & High…
37.5 73.3
Healthy_Canned_Food_Fruit Healthy canned and… 66.7 Healthy canned and preserved…
40.2 71.2
Healthy_Chilled_Processed_Foo…
Healthy chilled processed… 69.7 Healthy chilled processed…
36.4 67.6
Healthy dairy; Yogurt cup &… 68.1 Healthy dairy; Yogurt cup & drink
Healthy_Yogurt_Drink 66.0
25.4
Healthy dried processed… 68.1 Healthy dried processed…
Healthy_Dried_Food_Fruit 69.1
34.2 Healthy frozen processed…
Healthy_Forzen_Food 70 Healthy frozen processed food 72.3
33.1 High nutrition… 68 High nutrition noodles/Rice;… 74.0
High_Nutrion_Rice
36.8 Fat-free food 74.1 Fat-free food 71.9
Fat_Free_Food
36.2 Ready to eat healthy meals 72.4 Ready to eat healthy meals 0.0
Ready_To_Eat_Healthy_Meals
35.7 Healthy sauces, dressings… 73.2 Healthy sauces, dressings and…
Healthy_Sauces
73.8
36 Healthy snack bars/ Cereal… 70.5 Healthy snack bars/ Cereal bars 71.7
Healthy Snack Bars Heatlhy Soups; for ex;…
27.8 61.6 Heatlhy Soups; for ex; 100%… 82.8
Healthy_Soups Healthy sweet and savoury…
37.3 69 Healthy sweet and savoury… 70.6
Healthy Snack
40.2 Other ready to eat healthy… 72 Other ready to eat healthy food 79.7

Supermarket Healthy Food Store Convenient store Hypermarket Grocery Shop

(Unit: %)

15
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
 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 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.

Thailand Indonesia Total Vietnam Total

Total
(n=500) Agree (n=500) Agree (n=500) Agree
Health awareness 43.3 54.5 89.6 Alternative food 61.2 13.0 74.2 Personal disease 41.0 50.8 91.8
Personal disease 44.2 46.6 82.1 Health Awareness 46.6 27.2 73.8 Innovation 63.8 17.4 81.2
Cholesterol 46.3 43.3 90.8 Cholesterol 49.8 21.6 71.4 Availability 57.2 22.0 79.2
Availability 47.5 42.1 91.8 Innovation 54.2 13.8 68.0 Convenient 56.0 22.4 78.4
Innovation 51.1 38.4 97.8 Availability 58.4 9.4 67.8 A wide range option 62.2 14.8 77.0
A wide range of option 48.1 41.0 81.9 A wide range of option 56.2 10.8 67.0 A better taste 56.0 15.0 71.0
Alternative food 52.9 36.2 82.1 Weight control/diet 44.0 19.0 63.0 Cholesterol 45.4 25.0 70.4
Diabetes 41.7 46.9 89.5 Convenient 46.6 14.8 61.4 Advertising & media 54.0 14.8 68.8
A better taste 49.3 37.2 89.1 A better taste 51.6 9.8 61.4 Affordable price 52.4 14.0 66.4
Advertising & media 47.7 34.4 89.1 Personal disease 40.0 19.6 59.6 Weight control/diet 40.8 22.4 63.2
Convenient purpose 45.1 36.8 89.6 Affordable price 49.4 9.8 59.2 Diabetes 34.0 15.6 49.6
Weight control/diet 38.1 42.8 86.5 Advertising & media 43.2 9.4 52.6 Alternative food 36.8 8.6 45.4
Affordable price 42.1 29.4 71.5 Diabetes 34.0 16.6 50.6 Health awareness 15.8
13.9 29.7
Strongly Disagree Disagree Neutral Agree Strongly Agree
(Unit: %)

17
 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 Indonesians, Thai people and
Vietnamese.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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 Healthy shop/Supermarket (Own Healthy shop/Supermarket

59.9 66.0 66.6
observation) observation) (Own observation)

Magazine (Healthy; Food

Magazine (Healthy; Food Related) 54.0 Magazine (Healthy; Food Related) 37.6 58.6
Related)

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 (Unit: %)

18
 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 2nd influencers for Indonesian is brother/sister (39.8%); for Vietnam is relatives (34.2%) and for Thailand is husband/wife
(20.9%)

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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 (Unit: %)

19
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
 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 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%)

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

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 Less developed than other Less developed than other
4.9 29.6 47.0
countries countries countries

Far less developed than other Far less developed than other Far less developed than other
.6 1.6 6.0
countries countries countries

* Ready to eat healthy food Improvement (Unit: %)

21
 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 Thailand can be proven by the example of RTE healthy meal which is not yet available in
Indoneisa & Vietnam
• For Indonesia, Healthy Snack bar is getting popular, while RTD healthy functional drink is on trend in Vietnam

Thailand Indonesia Vietnam

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.
(Unit: %)

22
 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 Thailand market, therefore, the market is dominated by local brands.
• However, Global and local brand is equally dominated in healthy market in Indonesia & Vietnam.

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)
58.5 Fortified / Functional Beverage 35.0 Fortified / Functional… 77.2
Fortified / Functional Beverage 41.5 32.8 74.7
48.6 Low caffeine coffee & High… 39.2 Low caffeine coffee & High… 41.7
Low caffeine coffee & High… 38.5 39.1
51.4
Healthy canned and preserved… 26.3 Healthy canned and… 50.9
Healthy canned and preserved… 33.5 21.8 46.1
66.5
32.9 Healthy chilled processed… 34.6
Healthy chilled processed… 34.8 Healthy chilled processed… 29.8 29.6
65.2 86.1
Healthy dairy; Yogurt cup & drink 80.2 Healthy dairy; Yogurt cup… 85.2
Healthy dairy; Yogurt cup & drink 45.9 74.9
54.1 32
26.9 Healthy dried processed… 30.2
Healthy dried processed food/fruit 31 Healthy dried processed food/fruit 23.1
69 Healthy frozen processed… 21.9 18.5
38.5 Healthy frozen processed food 28.4
Healthy frozen processed food 61.5 26.6 61.8
High nutrition… 56.8
32.8 High nutrition noodles/Rice;… 40.1
High nutrition noodles/Rice;… 67.2 37.7 33.1
Fat-free food 27.4
37.9 Fat-free food 20.4
Fat-free food 62.1 17.1 Ready to eat healthy meals 0
29.6 0
Ready to eat healthy meals 33.6 Ready to eat healthy meals 27.8
66.4 Healthy sauces, dressings… 34.3 29.2
36.9 Healthy sauces, dressings and… 29.9
Healthy sauces, dressings and… 28.7 Healthy snack bars/ Cereal… 56.5
63.1 52.1
50.0 Healthy snack bars/ Cereal bars 62.3
Healthy snack bars/ Cereal bars 50 54.4 Heatlhy Soups; for ex;… 21.9 20.2
Heatlhy Soups; for ex; 100% real… 40.9 Heatlhy Soups; for ex; 100% real… 19.2 17.6 Healthy sweet and savoury… 43.5
59.1 39.1
56.3
Healthy sweet and savoury snacks 33.7 Healthy sweet and savoury snacks 53.1 Other ready to eat healthy… 16.615
66.3
39.8 % Global brand Local brand 60.2 % 37.6 % Global brand Local brand 34.6 % 42.5 % Global brand Local brand 39.2 %
(Unit: %)

23
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
 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 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

Thailand Indonesia Vietnam

(n=500) (n=500) (n=500)

Recently (1 - 6 Recently (1 - 6 Recently (1 - 6

34.4 24.8 11.2
months) months) months)

More than 6 months More than 6 months - More than 6 months -

17.1 15.8 16.2
- 1 year 1 year 1 year
More than 1 - 2
21.9 More than 1 - 2 years 19.8 More than 1 - 2 years 30.0
years
More than 2 - 5
12.8 More than 2 - 5 years 16.2
years More than 2 - 5 years 21.8

More than 5 years 11.8 More than 5 years 23.4 More than 5 years 20.8

(Unit: %)

25
 RTE Healthy lifestyle Attitude
Q15. Do you agree with these statement on your lifestyle ? [MMA]

• 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%)

(Unit: %) Thailand Indonesia Total Vietnam Total

Total
(n=500) Agree (n=500) Agree (n=500) Agree

Health care Avg = 71.5 Health care Avg = 56.2 Health care Avg = 60.5
Regular health control 44.1 22.3 66.4 Regular health control 28.46.2 34.6 Regular health control 28.46.2 46.4

Ordered life 51.8 16.2 68.0 Ordered life 48.2 27.2 75.4 Ordered life 48.2 27.2 75.0

Salt control 51.8 16.6 68.4 Salt control 31.08.0 39.0 Salt control 31.08.0 40.0

Less stress 54.9 28.3 83.2 Less stress 50.8 24.8 75.6 Less stress 50.8 24.8 80.4
Natural food consumption Avg = 56.3 Natural food consumption Avg = 35.0 Natural food consumption Avg = 18.1
No processed food 39.9 13.2 53.1 No processed food 21.2
4.2 25.4 No processed food 21.2
4.2 25.4
Without additives 45.1 22.5 67.6 Without additives 40.2 22.4 62.6 Without additives 40.2 22.4 44.8
Vegetarian food 34.4 13.8 48.2 Vegetarian food 12.6
4.4 17.0 Vegetarian food 12.6
4.4 9.6
Life equilibrium Avg = 70.8 Life equilibrium Avg = 61.0 Life equilibrium Avg = 60.9
Regular exercise 22.7 70.9 Regular exercise 37.0 13.6 50.6 Regular exercise 37.0 13.6 58.4

Working/Private life 24.1 81.4 Working/Private life 52.4 22.6 75.0 Working/Private life 52.4 22.6 84.8

High fruit consumption

83.6 High fruit consumption 79.2 High fruit consumption 82.4
30.8 55.8 23.4 55.8 23.4

Moderate meat 47.4 Moderate meat 39.0 Moderate meat 18.0

14.2 28.810.2 28.810.2
consumption consumption consumption

26
 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 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
(Unit: %) Total
Thailand Total Indonesia Total Vietnam Agree
Agree Agree
(n=500) Avg = 56.6 Health Aspects
(n=500) Avg = 28.2 Health Aspects (n=500) Avg = 47.8
Health Aspects
No harmful effect 46.4 25.1 71.5 No harmful effect 29.8 No harmful effect 21.4 24.4
28.2
Health benefit 48.2 28.1 76.3 Health benefit 19.0 Health benefit 26.0 31.6
33.8
Improving my current Improving my current Improving my current
50.2 30.2 80.4 12.4 31.8 37.2
health health 35.4 health

Personal illness 33.8 20.0 53.8 Personal illness 33.8 Personal illness 18.4 24.0
21.8
Positive aspects Avg = 77.0 Positive aspects Avg = 56.1 Positive aspects Avg = 58.3
Quality 46.2 28.1 74.3 Quality 34.0 40.8 Quality 34.0 6.8 51.4

Tasty 45.3 23.7 69.0 Tasty 41.6 47.4 Tasty 41.6 5.8 38.0

Attractive 55.3 28.5 83.8 Attractive 51.6 59.4 Attractive 51.6 7.8 61.8
Innovation 51.4 29.6 81.0 Innovation 62.4
76.6 Innovation 62.4 14.2
81.8
Negative aspects Avg = 70.5 Negative aspects Avg = 29.8 Negative aspects Avg = 29.3
Fraud 26.9 16.8 43.7 Fraud 24.6 35.0 Fraud 24.6 30.4

Fashion 43.5 25.3 68.8 Fashion 28.4 21.8 Fashion 55.8 65.2

Worse 24.7 17.2 41.9 Worse 29.2 15.8 Worse 34.8 42.8

Expensive 45.3 26.5 71.8 Expensive 17.8 40.2 Expensive 41.4 52.8
 E. Conclusion

Key insights about RTE healthy food trend and consumption behaviour from 3 countries:
■Thailand
• The high level of innovative & improvement in healthy food Thailand market (46.2%) has led to the high penetration of healthy food in
Thailand, 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 Thailand (77.7%). Fat-free food is the second most
popular category in Thailand. 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 Thailand, 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 Thailand can be proven by the example of RTE healthy meal which is not yet available in
Indonesia & Vietnam.
■Vietnam
• The significant majority of Vietnamese (47.0%) vote for lesser development for RTE healthy innovation in Vietnam. This might lead to
the high price per unit in Vietnam. Therefore, the majority of Vietnamese consumer are in class A (43.6%).
• While the majority of Thai (44.0%) and Indonesian (34.6%) respondents consume RTE healthy food more than once per week. The
majority of Vietnam respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%)
• 72.8% of Vietnamese are looking for functional for health & wellness as a major concern. 52.4% of Vietnamese are concerning about
anti-ageing. Personal disease has made the majority for Vietnamese respondents (91.8%)
■Indonesia
• The moderate percentage of Indonesian consumers (29.6%) vote for lesser development for RTE healthy innovation in Indonesia.
• 56.2% of Indonesian are looking for functional for health & wellness as a major concern. Apart from yogurt cup & drink, functional
beverage is also popular in Indonesia (54.2%)
• Cholesterol is the top concern for Indonesia consumers (50.2%); and digestive is also their main concern (44.6%)

28
FOR FURTHER INQUIRIES, PLEASE CONTACT:

5F Honey Gotanda Dai2-bdg Gotanda 1-4-1 Higashi-Gotanda

Shinagawa-ku Tokyo city
Japan： Tel: +81 (0) 3-5421-7925

URL : http://wsgroup-asia.com/
Email : info@wsgroup-asia.com

The copyright of this report belongs to W&S Holdings Joint Stock Company.