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1、The Thailand Consumer SurveyUnderstanding multiplicities in consumer behaviourAugust 20222The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourContentsForeword 3Emerging trends in consumer behaviour 4The Thailand Consumer Survey 71.Multiple nuances in the consumer sentiment

2、 82.Emergence of multi-brand consumers 133.Shift towards multichannel and omnichannel retail 16Understanding multiplicities in consumer behaviour 21Contact us 233The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourAlthough Thailand is not immune to the COVID-19 pandemic an

3、d its accompanying economic headwinds,it appears poised for an imminent economic recovery in the year ahead,with the reopening of its borders to international travellers underway and several of its other strategic sectors poised for an upturn.In this edition of the Thailand Consumer Survey,we will e

4、xplore some of the key changes in consumer behaviour and buying patterns that have emerged from the recent survey conducted by Deloitte Southeast Asia in the fourth quarter of 2021 across 500 households through face-to-face interviews in four major cities:Bangkok,Chiang Mai,Khon Kaen,and Hat Yai.We

5、will begin by examining the overall consumer sentiment,including the intention to vary savings levels and expenditure across different product categories.Central to the changes observed is the emergence of several new at-home expenditure patterns on the back of the COVID-19 pandemic,which have resul

6、ted in a significant propensity to spend on lifestyle products and consumer electronics despite an overall cautious outlook.Next,we will explore the purchase drivers across different product categories.In line with the consumers cautious stance,pricing considerations continue to dominate most purcha

7、se decisions.At the same time,while there is also a growing consciousness of environmentally-friendly attributes for certain product categories,this high level of awareness does not necessarily translate into purchases as other factors including pricing still hold sway over the decision.Finally,we w

8、ill take a look at some of the shifts in the consumer preferences for buying channels.In particular,as a result of social distancing measures,a significant degree of consumption had shifted away from on-trade channels such as traditional food stalls,coffee shops,and restaurants to off-trade channels

9、 that are more suited for takeaway consumption,including mom and pop stores,convenience stores,supermarkets,and shopping malls.Overall,we observed three multiplicities:multiple nuances in the consumer sentiment;emergence of multi-brand consumers;and a shift towards multi-channel and omnichannel reta

10、il.In the sections ahead,we will explore each of these multiplicities in turn,and their corresponding implications for the consumer industry in Thailand.We hope that this report will provide you with some insights into the intriguing Thai consumer,and theconsiderations that you will need to make as

11、you prepare for a full-speed recovery ahead.ForewordPua Wee MengConsumer Industry LeaderDeloitte Southeast Asia4The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourGiven its high reliance on tourism receipts,Thailand has felt a significant economic impact from the slowdown

12、 in international travel on the back of the COVID-19 pandemic.In January 2019,it welcomed more than 3.7 million international tourist arrivals;by October 2021,that figure had fallen to just shy of 20,000 1.According to estimates,about 36%of its tourism-related businesses have closed temporarily,whil

13、e another 4%have closed permanently2.Overall,Thailands gross domestic product(GDP)fell by 6%in 2020,with its total unemployment rate reaching a 16-year high in the third quarter of 20213.But it is not all doom and gloom:as one of the first economies in Southeast Asia to reopen its borders to interna

14、tional arrivals,Thailand looks set to be at the forefront of a tourism recovery.Its Sandbox scheme,for example,has been introduced to enable international travellers to visit popular tourist destinations without the need to undergo quarantine 4.Apart from tourism,several other major economic sectors

15、 also appear poised for a recovery upturn.These include,for example,automotive,agriculture,biotechnology,food technology,and medical tourism,which are priority investment sectors under the national Thailand 4.0 strategy.To improve regulatory support for foreign investments,the Thailand Board of Inve

16、stment also recently announced a one-year extension of incentives for these sectors,and additional incentives for investments that are made within the Eastern Economic Corridor(EEC)5.Emerging trends in consumer behaviour1.“Tourism indicators”.Bank of Thailand.Accessed in April 2022.2.“Thai tourism j

17、obs less attractive to some locals but reopening could boost revival”.The Straits Times.16 October 2021.3.“Thai Q3 unemployment at 16-year high as COVID squeezes economy”.Nikkei Asia.22 November 2021.4.“Sandbox entry rules from 1 April 2022”.Tourism Authority of Thailand.1 April 2022.5.“Investment P

18、romotion in Thailand:BOI and EEC 2021”.LawPlus Ltd.Accessed in April 2022.5The Thailand Consumer Survey|Understanding multiplicities in consumer behaviour6.“Thailand wearables market up 47%in 2020”.EETimes Asia.Accessed in April 2022.7.“Sugar tax not enough:Thai researchers call for more aggressive

19、health policies to boost oral health”.Food Navigator Asia.12 August 2020.8.“Voice of the Consumer:Lifestyle Survey 2021”.Euromonitor.2021.9.“Thailand lays out bold EV plan,wants all electric cars by 2035”.Bloomberg.April 2021.10.“Thai EV market heats up as Chinese player enters with low prices”.Nikk

20、ei Asia.1 December 2021.From a consumer industry point-of-view,an economic recovery would bode well for more favourable consumption conditions in the mid-to long-term.Looking ahead,three emerging trends are also expected to continue reshaping consumer behaviour in Thailand:Increasing concern about e

21、nvironmental issuesAs with their global counterparts,Thai consumers are becoming increasingly concerned about environmental issues.Air pollution,in particular,is a significant consideration for many consumers in Thailands urban cities,with vehicle emissions one of the main contributory sources.Given

22、 that COVID-19 is a respiratory disease,the outbreak of the pandemic has only served to heighten this awareness8.To address pollution-related concerns,several industry-wide and government-led initiatives have already been put in motion.These include,for instance,the ambitious plan by the government

23、to permit only the sale of zero-emission vehicles by 2035 9,and the response mounted by global automotive manufacturers to capitalise on this market opportunity10.PLAN TO PERMIT ONLY THE SALE OF ZERO-EMISSION VEHICLES BY2035Growing momentum of health and wellness movement During the COVID-19 pandemi

24、c,we observed a heightened level of consumer awareness on health and wellness issues.This is evident in the growing interest in health supplements,fitness activities,and other wellness activities:Thailands shipments in the wearable electronics sector,for example,increased by 47%in 2020 alone,as cons

25、umers demand access to more advanced fitness features,such as heart rate trackers 6.Several other broader trends are also likely to accelerate the momentum of the health and fitness trend.These include,for instance,the national sugar excise tax imposed by the authorities in 2017.With the tax rate sl

26、ated to increase every two years until 2023 7,this excise tax may further encourage consumers to shift towards lower sugar alternatives,and develop more health-conscious attitudes towards their dietary choices.SHIPMENTS IN WEARABLE ELECTRONICS SECTOR IN 202047%6The Thailand Consumer Survey|Understan

27、ding multiplicities in consumer behaviourAcceleration of digitalFollowing the rollout of 5G networks in mid-2020,Thailand is currently one of the first economies in Southeast Asia to possess commercial 5G services 11.For retailers,this development represents an untapped opportunity to connect with a

28、 larger network of suppliers,and extend their reach to a growing network of customers.Indeed,the increased connectivity and faster Internet speeds enabled by 5G goes beyond merely accelerating existing e-commerce models:they are likely to also create opportunities for the introduction of new busines

29、s models and other value-added use cases.In the retail context,these include,for example,greater use of virtual reality(VR)and augmented reality(AR)tools,and near real-time inventory replenishment systems.11.“Thailand leads ASEAN in 5G rollout due to pandemic”.Nikkei Asia.20 May 2020.ONE OF THE FIRS

30、T ECONOMIES IN SOUTHEAST ASIA TO POSSESSCOMMERCIAL 5G SERVICES7The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourIn this edition of the Thailand Consumer Survey,we explore some of the latest changes in consumer behaviour that was uncovered by the recent survey conducted

31、by Deloitte Southeast Asia amidst the ongoing COVID-19 pandemic in the fourth quarter of 2021.MethodologyFace-to-face interviews were conducted with over 500 households across four major cities:Bangkok,Chiang Mai,Khon Kaen,and Hat Yai.The respondent sample had been carefully constructed to be repres

32、entative of Thailands population,in terms of age and monthly household income distribution.The Thailand Consumer SurveyBangkok35%Chiang Mai25%Khon Kaen20%Hat Yai20%21%18%24%16%9%10%3%Less than15,00015,000-19,00020,000-29,00030,000-39,00040,000-49,00050,000-59,00060,000 and above22%23%Age group,years

33、Monthly household income level,THB 37%18%15-2425-3435-4950-60Age distributionMonthly household income distributionGeographic distributionDemographics of survey respondentsRespondents were surveyed on their consumer sentiment,expenditure patterns,purchase considerations,communication channels,and buy

34、ing channels across the following four product categories and respective sub-categories:Basic NecessitiesRecreational Consumer GoodsLifestyle ProductsConsumer Electronics Food Transportation Housing&Utilities Health Care Education Beverages(Alcoholic)Beverages(Non-Alcoholic)Confectionery Tobacco Int

35、ernet Services Cosmetics&Beauty Care Products Personal Hygiene Products Fitness&Wellness Leisure&Entertainment Major Household Appliances Minor Household Appliances8The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourNon-essential spending takes a backseatWhile most survey

36、 respondents expect their monthly household income level to increase over the next year,nearly one-third or 30%of them nevertheless expect to experience a decrease in their monthly household income level(see Figure 1),likely as a result of the resurgence of COVID-19 infections in Thailand in the sec

37、ond half of 2021.Overall,this has translated into a more cautious consumer sentiment:43%of survey respondents expressed an intention to decrease their level of expenditure(see Figure 2).Even more tellingly,only a mere 17%intend to increase their expenditure,despite the fact that more than half of su

38、rvey respondents or 60%anticipate an increase in their monthly household income level.Multiple nuances in the consumer sentimentThai consumers remain cautious in their outlook,and are prioritising basic necessities in their expenditure.There are,however,multiple nuances:consumers who anticipate incr

39、easing their overall level of expenditure are willing to spend more not only on basic necessities,but also on a number of non-essential product categories.Source:Deloittes Thailand Consumer Survey(2021)Figure 1:Expected change to monthly household income levelIncrease60%Decrease30%No change10%Figure

40、 2:Intention to change expenditure levelIncrease17%Decrease43%Maintain/Dont know40%Source:Deloittes Thailand Consumer Survey(2021)A similar vein can be observed for savings:the overwhelming majority or 91%of survey respondents either intend to maintain or increase their level of savings,with only a

41、minority or 9%planning to decrease their level of savings(see Figure 3).Based on our market observations,this heightened interest in savings is also translating into a growing propensity for retail investments,particularly in the cryptocurrency space(see“Cryptocurrency investment moves into the main

42、stream”).9The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourCryptocurrency investment moves into the mainstream Interest in cryptocurrency investment is on the rise in Thailand,buoyed not least by the recent announcement by the government that it will be relaxing tax rul

43、es for cryptocurrency trading until end 2023.Indeed,one recent survey found that about three-quarters or 73%of Thai consumers are aware of cryptocurrencies,while nearly half or 47%own them.Overall,the investment value of cryptocurrencies was the top motivation for their purchase,with 86%of survey re

44、spondents citing it as their reason.Awareness of cryptocurrencies is also generally high across all age groups,although some differences between generations can be observed.Ethereum,for example,appeared to be more popular amongst younger consumers,whereas Bitcoin fared better amongst older consumers

45、12.12.“Cryptocurrency curiosity ramping up”.Bangkok Post.18 March 2022.13.“COVID-19 ups health consciousness amongst Thais”.Bangkok Post.8 December 2021.In terms of the allocation to the different product categories,Basic Necessities which includes the Food and Health Care sub-categories saw the mos

46、t significant increase in anticipated expenditure,with 30%of survey respondents expressing an intention to increase their level of expenditure.This is in contrast to non-essential items,which appear to have taken a backseat:93%of survey respondents indicated their intention to decrease their level o

47、f expenditure in the Recreational Consumer Goods and Consumer Electronics categories(see Figure 4).Interestingly,however,we found that survey respondents who expressed an intention to increase their level of expenditure are willing to spend more not only on Basic Necessities,but also on other non-es

48、sential product categories.The Lifestyle Product category,in particular,had emerged as the top priority for increased expenditure amongst these respondents,with 73%of survey respondents intending to increase their expenditure by more than 10%(see Figure 5).One reason for this could be the growing he

49、alth-consciousness of Thai consumers:according to one recent survey,88%of Thai consumers are trying to improve the current state of their health,and 73%of them are trying to prevent future health conditions 13.Figure 3:Intention to change savings levelsSource:Deloittes Thailand Consumer Survey(2021)

50、Increase41%Decrease9%No change50%10The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourFigure 5:Anticipated level of increase in expenditure amongst survey respondents with intention of increasing expenditure in the respective product categories 26%45%27%42%60%40%52%40%12%

51、12%18%11%2%2%3%7%Basic NecessitiesRecreational Consumer GoodsLifestyle ProductsConsumer ElectronicsLess than 10%10-20%20-30%More than 30%Emergence of at-home lifestyle expenditure patterns With a national vaccination rate of about 70%as of December 202114,Thai consumers have become more receptive to

52、 participating in outdoor activities.However,there remains a low sense of safety for mask-off activities that typically take place within indoor or confined areas,such as in-person events,hotel stays,and flights(see Figure 6).Figure 6:Low sense of safety for mask-off activities in confined areasSour

53、ce:Deloittes Thailand Consumer Survey(2021)Source:Deloittes Thailand Consumer Survey(2021)24%76%Taking a flightStaying at a hotelAttending an in-person eventGoing to arestaurantVisiting a store14%86%Going to workWilling to participateUnwilling to participate22%78%10%90%27%73%34%66%Figure 4:Intention

54、 to change expenditure for different product categories30%7%10%7%70%93%90%93%Basic NecessitiesRecreational Consumer GoodsLifestyle ProductsConsumer ElectronicsIncreaseDecrease/MaintainSource:Deloittes Thailand Consumer Survey(2021)14.Ministry of Higher Education,Science,Research and Innovation.Acces

55、sed in December 2021.11The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourWith consumers less willing to expose themselves to the risk of contracting COVID-19,we have observed the emergence of several at-home lifestyle expenditure patterns.This was especially the case for

56、 the Lifestyle Products category,where there has been a significant propensity for increased expenditure amongst survey respondents who have expressed an intention to increase their level of expenditure in the Fitness&Wellness,and Leisure&Entertainment sub-categories(see Figure 7).For the Fitness&We

57、llness sub-category,one main driver of growth is likely to have been the rise of the at-home fitness trend.During gym closures,for example,there was a surge in demand for online or virtual fitness classes,as well as at-home fitness equipment in Thailand.To engage their customers during the long peri

58、ods of closure,many fitness centres also quickly switched to remote operations,providing pre-recorded video classes and online livestreaming sessions hosted on social media platforms.The growing momentum of this movement,as well as the increasing health-consciousness of the Thai consumer,is perhaps

59、the reason behind the high propensity for increased expenditure in this sub-category.Furthermore,with gyms and fitness centres expected to reopen later in the year on the back of the easing of lockdown measures,we can expect a significant proportion of consumers to further increase their expenditure

60、 as they return to their pre-pandemic gym routines.A similar observation can also be made for the Leisure&Entertainment sub-category.With the introduction of social distancing measures,and scaling down of mass gatherings and social activities,consumers have turned to other forms of home entertainmen

61、t.This has,in turn,resulted in a growing demand for online video streaming video services:during the pandemic,for instance,we have observed the entry of Disney+Hotstar into the Thailand market,under a strategic partnership forged between Disney+and telecommunications provider AIS 15.It remains,howev

62、er,to be seen how these trends will evolve in the year ahead,given the governments ongoing efforts to roll out a third and fourth COVID-19 booster shot to the population,and the growing consumer acceptance of COVID-19 as endemic.36%28%29%19%24%47%58%60%43%52%17%11%9%35%20%3%2%3%4%Internet ServicesCo

63、smetics&Beauty Care ProductsPersonal Hygiene ProductsFitness&WellnessLeisure&EntertainmentLess than 10%10-20%20-30%More than 30%Figure 7:Anticipated level of increase in expenditure for different product sub-categories amongst survey respondents with intention of increasing expenditure in the Lifest

64、yle Products categorySource:Deloittes Thailand Consumer Survey(2021)15.“AIS wins local rights to distribute Disney+”.Bangkok Post.9 June 2021.12The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourFairly resilient expenditure for consumer electronics Driven by both domestic

65、 and international demand,growth in Thailands electronic appliances manufacturing sector has been robust despite the supply chain disruptions caused by COVID-19.According to one estimate,the output for the electronic appliances sector has been projected to grow at a year-on-year rate of about 4%betw

66、een 2021 and 202316.In a similar vein,the findings from our survey also reflect the existence of a fairly resilient domestic demand for consumer electronics.With the shift to working or studying from home on the back of social distancing measures,there has been a substantial propensity to increase e

67、xpenditure levels for Major Household Appliances which includes air conditioners,refrigerators,and washing machines amongst survey respondents who have expressed intention of increasing their level of expenditure in the Consumer Electronics product category(see Figure 8).The higher demand for such a

68、ppliances is likely to have also been driven by a growing health-consciousness,for example,as consumers become more interested in the health-related benefits of air-conditioners and washing machines in filtering pathogens or pollutants from the air,and preventing the spread of diseases 17.Figure 8:A

69、nticipated level of increase in expenditure for different product sub-categories amongst survey respondents with intention of increasing expenditure in the Consumer Electronics product category16.“Industry Outlook 2021-2023:Electrical Appliances”.Krungsri Research.31 May 2021.17.“Thailand Industry O

70、utlook 2022-2024”.Krungsri Research.11 January 2022.52%31%30%59%11%10%7%Major Household AppliancesMinor Household AppliancesLess than 10%10-20%20-30%More than 30%Source:Deloittes Thailand Consumer Survey(2021)13The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourHighly sen

71、sitive price elasticity of demandPricing remains the most dominant consideration in the purchase decision for most product categories.There are,however,several exceptions:in the Food,Beverages(Non-Alcoholic),Beverages(Alcoholic),and Confectionery sub-categories,Quality considerations take precedence

72、,likely due to a growing consumer consciousness about food safety issues(Figure 9).Price sensitivity for the Beverages(Alcoholic)sub-category,in particular,appears to be remarkably low.Only 24%of survey respondents reported considering Pricing in their purchase decision,which suggests either a willi

73、ngness to pay premium prices for these products,or a certain degree of brand loyalty.Similarly,evidence of brand loyalty can also be witnessed in the Major Household Appliances and Personal Hygiene Products sub-categories,although this remains eclipsed by Pricing and Quality considerations.For most

74、other product categories,the picture is clearer:Thai consumers are becoming multi-brand users.Overall,only an average of about 4.5%of survey respondents chose brand trust as a purchase driver for edible products.This is perhaps not a surprise,given the ever-growing number of brands in the market tha

75、t are constantly enticing consumers with competitive offers to switch brands or try out new product offerings.Figure 9:Top attributes considered in the purchase decision across product sub-categoriesEmergence of multi-brand consumersWith the exception of several product categories,Thai consumers app

76、ear to be multi-brand consumers.At the same time,they are also becoming increasingly conscious about the environmental-friendliness aspects of products,although this high level of awareness has yet to translate into actual purchases.78%77%64%25%12%6%2%QualityPricingTasteSafetyPackagingBrand TrustTec

77、hnologyFood Beverages(Alcoholic)Beverages(Non-Alcoholic)Confectionery41%24%41%4%7%5%0%74%60%75%14%17%5%0%69%52%79%11%8%3%0%51%58%0%25%14%19%0%QualityPricingTasteSafetyPackagingBrand TrustTechnology36%76%0%34%17%20%0%53%62%0%29%0%23%37%51%59%0%25%0%19%33%Minor Household AppliancesMajor Household Appl

78、iancesPersonal Hygiene ProductsCosmetics&Beauty Care ProductsSource:Deloittes Thailand Consumer Survey(2021)14The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourHigh awareness of environmentally-friendly attributesWhen purchasing edible products,Thai consumers are highly

79、conscious about their environmental-friendliness:40%of survey respondents indicated that they are aware of such attributes when making purchases.This high level of awareness outweighs even the level of awareness for more conventional product information,such as nutritional value,expiry date,and orga

80、nic certification(see Figure 10).Nevertheless,a high level of awareness does not necessarily translate into actual purchases:only 2%of survey respondents consider environmentally-friendly attributes a purchase driver for the Food sub-category(see Figure 11).This is in line with several other market

81、observations.One recent study,for example,showed that while Thai consumers are attaching increasing levels of importance to environmental problems,their decision to purchase eco-friendly products and services ultimately still hinges on many other factors,including pricing 18.Figure 10:Awareness of d

82、ifferent product information in the purchasing of edible products18.“Consumers are willing to pay more for eco-friendly products and services if prices do not exceed 20%of regular prices”.Kasikorn Research Centre.12 March 2021.Source:Deloittes Thailand Consumer Survey(2021)Figure 11:Purchase drivers

83、 for Food Source:Deloittes Thailand Consumer Survey(2021)73%66%52%35%14%13%8%3%2%SafetyPricingQualityTechnologyAvailabilityEnvironmental-friendliness Brand trustPayment methodsBrand reputation60%70%70%90%40%30%30%10%Environmental-friendliness Nutritional valueOrganic certificationExpiry dateUnawareA

84、ware15The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourFigure 12:Purchase drivers for TransportationSource:Deloittes Thailand Consumer Survey(2021)78%77%64%25%12%10%7%6%5%2%2%2%1%1%QualityPricingTasteSafetyPackagingAvailabilityOrganicBrand trustSmellProduct guaranteeEnv

85、ironmental-friendliness TechnologyBrand reputationPayment methodsIndeed,the research has also estimated that Thai consumers may not be willing to pay more than a 20%premium for products or services with environmentally-friendly attributes19.Taken together,these findings suggest the need for business

86、es to develop strategies to better integrate their products environmentally-friendly attributes with other attributes that are more influential in driving the purchase decision,such as packaging,in order to convert the high level of awareness into tangible sales.On the bright side,environmental-frie

87、ndliness appear to be a more significant driver in the purchase of Transportation products:13%of survey respondents considered it one of their purchase drivers(see Figure 12).One possible reason for this could be the growing issue of congestion in urban areas,as well as rising fuel prices,that are d

88、riving Thai consumers towards the greater use of public transportation and other alternative greener forms of transportation.19.“Consumers are willing to pay more for eco-friendly products and services if prices do not exceed 20%of regular prices”.Kasikorn Research Centre.12 March 2021.16The Thailan

89、d Consumer Survey|Understanding multiplicities in consumer behaviourShift towards multichannel and omnichannel retail With the COVID-19 pandemic shifting consumption to off-trade channels,the growing popularity of livestreaming sessions on e-commerce and social media platforms,and the rise of increa

90、singly digitally savvy consumers,Thailands retail landscape is quickly evolving into a multichannel and omnichannel one.COVID-19 shifts consumption to off-trade channelsDue to the implementation of COVID-19 social distancing measures in Thailand,demand for on-trade channels experienced a significant

91、 dip in 2021.This was especially the case for the food and beverage(F&B)sector,where dine-in restrictions encouraged consumers and businesses to make the switch from on-trade channels to off-trade channels.Overall,our survey results also showed clear evidence of this shift to off-trade channels:an a

92、verage of 87%of survey respondents chose Modern Off-Trade(including convenience stores,supermarkets,and shopping malls)and Traditional Off-Trade(including mom and pop stores,and other standalone shops)channels for the purchase of edible products,with the shift being most pronounced for the Beverages

93、(Alcoholic)and Beverages(Non-Alcoholic)sub-categories(see Figure 13).Figure 13:Most preferred buying channels for edible products10%8%5%21%20%51%35%49%1%2%4%69%41%58%26%FoodBeverages(Alcoholic)Beverages (Non-Alcoholic)ConfectioneryTraditional On-Trade(including traditional food courts,and street-sid

94、e food stalls or liquid outlets)Traditional Off-Trade(including mom and pop stores,and other standalone shops)Modern On-Trade(including coffee shops,restaurants,and bars)Modern Off-Trade(including convenience stores,supermarkets,and shopping malls)Source:Deloittes Thailand Consumer Survey(2021)This

95、trend,however,may only be temporary:about 70%of survey respondents expressed a willingness to return to on-trade consumption on the condition that F&B outlets take the necessary safety precautions(see Figure 14),with table distancing(92%),staff wearing masks(88%),and temperature checks(67%)cited as

96、the top three most important measures.17The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourFigure 14:Willingness to return to on-trade consumptione-Commerce platforms emerge as most popular online buying channelAmongst the various online buying channels,e-commerce platfor

97、ms and social media platforms emerged as the most popular channels,with 74%and 47%of survey respondents indicating that they have made at least one purchase through these channels respectively(see Figure 15).This growth is likely to have been driven at least in part by the growing popularity of live

98、streaming sessions,during which sellers typically offer bargains,interactions,and entertainment on e-commerce and social media platforms.Indeed,recent statistics show that livestreaming sales on social media platforms in Thailand have tripled in the first half of 2021.On average,each customer spends

99、 an average of about two hours on each livestream sale,and about THB 1,000 to 3,000 per transaction 22.A similar picture can be observed for livestreaming sales conducted on e-commerce platforms:Lazada Thailand,for instance,reported that revenue from its Livestream feature,LazLive,grew by 100%in 202

100、0 23.20.“Food delivery sector enjoys hike in orders”.Bangkok Post.3 May 2021.21.“Beating COVID:Thailands top chefs have their say”.Michelin.22 July 2021.22.“How live streaming is transforming shopping in Thailand”.Thai Public Broadcasting Service.29 November 2021.23.“”LazLive Shoppertainment”.MGROnl

101、ine.Willing70%Unwiling9%Unsure21%How the F&B sector adapted to COVID-19During the pandemic,many F&B businesses in Thailand had been compelled to turn to food delivery applications to boost sales.The result has been nothing short of phenomenal growth in the food delivery sector:Robinhood,one of Thail

102、ands leading food delivery platforms,recorded nearly 19,000 food order transactions per day since the beginning of May 2021,when dine-in restrictions took effect.This was a significant increase of about 60%from an average of 12,000 orders per day in mid-April 202120.In the fine-dining segment,where

103、the impact of COVID-19 had been felt more acutely given its focus on the dine-in experience,some restaurants adapted their menus to create more affordable dishes that would also be suitable for delivery.Others could also be observed to have pivoted to new business models,such as at-home private dini

104、ng services and private cooking classes 21.Source:Deloittes Thailand Consumer Survey(2021)18The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourThe rise of new retail formatsRecognising the potential to evolve their retail formats,several leading players can be observed to

105、 be piloting new digital and virtual retail experiences.One example is the telecommunications provider AIS,which recently launched a virtual 3D department store known as V-Avenue.Co.Apart from incorporating the use of 5G and VR technologies to cater to consumers who wish to shop around the clock,V-A

106、venue.Co also features the worlds first virtual restaurant created in collaboration with local restaurant operator Food Passion which enables consumers to experience its portfolio of restaurant brands in a digital format 24.Some of the virtual stores upcoming features also include livestreaming,as w

107、ell as virtual concerts and fashion shows 25.For retail giant Central Group,the introduction of a new“Chat&Shop”function now enables customers to chat with personal assistants when making a purchase.To leverage this service,customers need only send their shopping list to the retailers personal shopp

108、ers,and complete their purchases through the retailers official channel hosted on the LINE mobile messaging application 26.Figure 15:Most preferred online buying channels74%47%8%6%20%e-Commerce platformsSocial media platformsRetailer websitesMobile e-commerce applicationsNone of the aboveSource:Delo

109、ittes Thailand Consumer Survey(2021)24.“AIS 5G hooks up with Food Passion for worlds first Bar B Q Plaza Virtual Restaurant Bar B Q Plaza.AIS.2 September 2021.25.“AIS deploys new tech in 24-hour virtual department store”.The Nation.1 May 2021.26.“Central Department Store strengthens its omnichannel

110、leadership with the new CENTRAL APP,aiming to become No.1 omnichannel platform for lifestyle shopping”.Central Group.2 December 2020.19The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourDigital channels most influential in the buying decisionIn terms of the influence that

111、 digital media channels have on the buying decision,advertisements on digital and social media channels were found to be the most effective overall,with the effect most pronounced for the Lifestyle Products category,including its sub-categories of Cosmetics&Beauty Care,Personal Hygiene Products,Fitn

112、ess&Wellness,and Leisure&Entertainment(see Figure 16).In general,nearly three-quarters or 74%of survey respondents also perceived ads on digital and social media channels to be at least fairly relevant(see Figure 17).One reason for this could have been the evolution of machine learning technologies

113、utilised by search engines and social media platforms for targeted advertising,which have not only allowed customers to benefit from more personalised advertising,but also enabled businesses to reach relevant audiences more effectively.On average,Thai consumers spend about 9 hours per day on the Int

114、ernet across their devices significantly higher than the world average of 6 hours and 43 minutes27.Recognising this high level of consumer digital-savviness,many brands in Thailand can be observed to be capitalising on digital media marketing initiatives:overall digital media spend has since increas

115、ed by about 37%from its 2018 levels 28.27.“Thais rank 2nd for time spent on mobile phones,5th for overall Internet usage”.The Nation.24 February 2020.28.“Digital media spending predicted to increase 11%in 2021”.Bangkok Post.24 September 2021.31%31%30%35%28%29%26%26%18%17%19%19%16%15%15%11%1%2%2%1%3%

116、3%4%4%2%2%3%3%1%1%1%1%Cosmetics&Beauty Care ProductsPersonal Hygiene ProductsFitness&WellnessLeisure&EntertainmentDigital and social mediaTVWord of mouthBillboardsSMSLeafletsRadioPrint mediaFigure 16:Information sources influencing purchase decisions for Lifestyle ProductsSource:Deloittes Thailand C

117、onsumer Survey(2021)20The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourThe rise of super appsWith the overarching objective of building entire ecosystems to more effectively engage their customers and business partners,businesses in Thailand have been racing to develop“

118、super apps”defined as applications capable of providing several,often adjacent,services under a single roof.Examples of popular super apps in Thailand include LINE,the messaging platform first introduced in 2011,which also provides food delivery services and online entertainment services 29,and Grab

119、,the ride-hailing platform that has made its foray into food delivery services and e-wallets 30.But interest in super apps is not only limited to digitally native companies.AirAsia,for example,launched its super app as a one-stop shop for all travel and lifestyle deals 31.Since then,it has expanded

120、the apps offerings to include food delivery32,with more upcoming services on the way.Similarly,Siam Piwat,one of Thailands largest retail groups,is also a newcomer in this space.Earlier in 2021,it unveiled the ONESIAM SuperApp,an application that aims to provide a unified ecosystem for its business

121、partners to develop new digital products and expand their customer base.Capable of hyper-personalised marketing,the app also leverages artificial intelligence(AI)to curate selections of products and services for each customer based on their specific interests 33.29.“The rise of super apps”.Thai Enqu

122、irer.24 January 2020.30.The super apps are coming”.Wall Street Journal Custom Content.Accessed in April 2022.31.“airasia,the ASEAN super app”.AirAsia.Accessed in April 2022.32.“AirAsia super app officially launches in Thailand”.AirAsia.17 August 2021.33.“Siam Piwat unveils the ONESIAM SuperApp”.Bang

123、kok Post.10 December 2021.Figure 17:Perceived relevance of ads on digital and social media channelsSource:Deloittes Thailand Consumer Survey(2021)Very or fairly irrelevantUnsureVery or fairly relevant15%11%74%21The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourUnderstand

124、ing multiplicities in consumer behaviourIn this edition of the Thailand Consumer Survey,we explored some of the latest changes in consumer behaviour uncovered by our recent survey conducted in the midst of the COVID-19 pandemic across four major cities:Bangkok,Chiang Mai,Khon Kaen,and Hat Yai.We obs

125、erved three intriguing multiplicities.Firstly,consumers appear to be adopting a more cautious attitude towards expenditure a sentiment that can be attributed at least in part to the resurgence of COVID-19 infections in late 2021.However,this was accompanied by multiple nuances.Specifically,we found

126、that amongst consumers who anticipate increasing their overall level of expenditure,the willingness to spend more applies not only to basic necessities,but also non-essential product categories,such as lifestyle products.Secondly,given their high level of price sensitivity and low levels of brand lo

127、yalty,consumers are becoming multi-brand users.However,while many consumers are also becoming increasingly conscious about the environmental friendliness aspects of their products,this high level of awareness has yet to translate into actual purchases.Finally,we found that on the back of social dist

128、ancing measures implemented during the pandemic,a significant proportion of consumers also shifted their consumption from on-trade channels to off-trade channels.This trend coupled with the growing popularity of livestreaming on e-commerce and social platforms,and highly digitally savvy consumers is

129、 resulting in a multichannel and omnichannel retail landscape.Recognising this shift,many businesses are racing to develop super apps and entire digital ecosystems to serve as one-stop shops for multiple customer needs.Looking ahead,it remains to be seen how these trends will continue to evolve as T

130、hailands economic recovery gains momentum,and border reopening measures take effect.What is clear,however,is that consumer companies who wish to capitalise on the trajectory of these trends will need to not only understand the dynamics of the multiplicities in consumer behaviour,but also how they ar

131、e likely to converge with one another as they play out in the days to come.22The Thailand Consumer Survey|Understanding multiplicities in consumer behaviourResearched and written byPua Wee Meng Consumer Industry LeaderDeloitte Southeast Asia 23The Thailand Consumer Survey|Understanding multiplicitie

132、s in consumer behaviourContact usSoutheast Asia Consumer industry practiceSoutheast Asia and Singapore Pua Wee Meng +65 6232 7244 BruneiNg Hui H+673 222 5880 CambodiaKimleng K+855 2396 3788 GuamMike J+1 671 646 3884 IndonesiaHenry Arnoldi A+62 21 5081 9306Lao PDRChoopong S+66 2034 0114MalaysiaPua We

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