Better For You Packaged Food in Thailand

2020 IMPACT

COVID-19 spurs interest in healthy living

The COVID-19 crisis has intensified consumer interest in healthy living in 2020 which supports sales in better for you packaged food, despite the 2020 disruption leading to a slight drop in retail current value and retail volume sales. As such, even though the category recorded declining sales in 2020, consumers are becoming more cautious about their health and wellness following the threat of COVID-19, such as avoiding products with high levels of fat and sugar.

Sugar tax boosts sugar-free trend as consumers make healthy swaps

The second phase of the new tax on sugary drinks came into effect in October 2019. As such, the effects of this new tax began to emerge in 2020, spurred by the rising health-consciousness in Thailand caused by the COVID-19 crisis.

Demand for reduced fat products spurs flurry of product development

The growing demand for healthier products in Thailand has led to a surge in product development across a range of product areas in better for you packaged food. Most product development has focused on low-fat and non-fat products in categories such as reduced fat flavoured milk drinks, reduced fat powder milk, reduced fat butter and spreads, and reduced fat condensed milk, where consumers seek lower fat alternatives to products that they would usually consumer on a daily basis.

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