Most consumers know what is good for their health but not many are ready to sacrifice taste for nutritious value, revealed a recent study conducted by leading marketing and media research house Mindshare.
Mindshare's business planning director Varidda Voraakom said yesterday that the study on "Health and Wellness Trends" showed that Thai consumers, much like global consumers, were proactive in terms of health and wellbeing. In other words, people no longer wait to fall ill before taking action.
The survey was conducted on 2,000 respondents, aged between 15 and 65, living in Bangkok and its suburbs.
However, the study found that the respondents, divided into three groups, had different ideas when it came to health and wellness. The first group, aged between 15 and 24, know about the importance of being healthy but are not too serious about it. In other words, they prefer taste over nutrition and are much more interested in following the latest fashion trends.
The second group, between 25 and 34 years old, believe that mental and spiritual well-being is just as important as physical health, while the third group, comprised of parents with children aged between five and nine, want to be healthy and hang on to their youth.
Mindshare released the results of this study to producers and marketers in the health and wellness industry, and expects new products in line with Thai lifestyles to be launched next year.
Varidda said it was a challenge for companies interested in entering the health and wellness sector to come up with products and services that are in line with current lifestyle trends.
She advised that firms choose the right media tool to market their products. For instance, she said, products targeted at young people should be advertised via television, magazines and the Internet, while young parents prefer to consume information through online blogs, community sites, webboards and door-to-door advertising leaflets.
"Manufacturers should make their products appear more fashionable to tap youngsters, and launch more health products for young adults and modern parents," Varidda said.
Warin Tinprapa, another business planning director of Mindshare, added that young people were major consumers so producers should concentrate on developing health products to meet the needs of this group.
She noted that the current economic slowdown had only slightly affected health trends in Thailand, and that top-earners still spent a lot of attention to their health.
Besides, the global trend of exercise has persuaded Thai consumers to understand that that an active lifestyle does not just result in good physical health but also helps balance the state of mind.
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