Like much of the rest of the world, Thai consumers have reconsidered their overall health and eating habits as a result of Covid-19. More than 50% of Thai consumers said they intend to educate themselves on nutrition and cook more often at home post-pandemic, according to recent data from Mintel.

But affordability is a key barrier amidst rising global inflation, and too often consumers resort to less expensive pre-packaged and highly processed foods out of necessity.

An opportunity to democratize healthy food

For many consumers, a healthy diet means consuming more fruits and vegetables and less sodium. about 70% of Thai consumers told Mintel that they think eating fruit and vegetables is an important habit for achieving good health, while about 21% said the same for cutting back on animal meat consumption.

“While the benefits of consuming a range of fruit and vegetables are generally well-understood, financial wellbeing strongly influences Thai consumers’ ability to add more to their regular diets,” said Pimwadee Aguilar, associate director of food and drink at Mintel Reports Thailand.

“Our research indicates that this challenge is more prevalent in rural areas, wher 48% of consumers eat fruits and vegetables regularly compared to 56% of urban dwellers.”

Mintel’s data also revealed that 38% of Thai consumers want to eat better in order to improve their physical performance, 28% want to improve their mental wellbeing and 17% are driven by preventing or curing chronic diseases.

And even though the life expectancy in Thailand is improving, there are still inequalities in the country reflected in poor eating habits, nutritional gaps and the prevalence of non-communicable diseases, Mintel said.

“Brands need to do more to democratize healthy eating by making it affordable and convenient. Thailand produces an abundance of local, seasonal fruits and vegetables, which are often more affordable and ideal for promoting to consumers as healthy, budget-friendly options,” Aguilar said.

Getting kids involved in nutrition

Since the pandemic, food and fuel prices have steadily increased around the world. There may be some relief on the horizon in Thailand, however. The Bangkok Post reported in March that inflation rates are expected to slow this year, after February saw the country’s lowest rate in 13 months.

For the last few years, the expense of healthy food has been a barrier to Thai consumers of all ages, but especially to young people. For this reason, UNICEF recently held a workshop in Bangkok for its Fix My Food campaign, which brings young people together to discuss healthy eating.

Similar to many other countries, the diets of consumers in Thailand are increasingly being filled with processed foods and beverages filled with sugar, salt and fat. These unhealthy options are cheaper, more convenient, and easier for children to access than fresh food.

“Undernutrition persists in the [Asia Pacific] region, and at the same time childhood overweight and obesity is rising faster than in any other region of the world. UNICEF aims to start reversing this trend, by making sure that healthy and nutritious food is widely available, affordable, and appealing,” UNICEF said.

In Bangkok, the workshop discussed how social media can negatively impact nutrition, such as a space for unhealthy food marketing, but that users with influence also leverage the platforms for good. Food influencers in Asia are encouraging young people to see the story behind their food, understand wher it comes from and give greater value to what they choose to put in their body.

Fix My Food highlighted the importance of involving young people in food preparation, particularly through initiatives like community kitchens. But ultimately, UNICEF said that there needs to be stricter regulation for marketing unhealthy food and beverages to children, taxes on these products and healthier options offered in schools.