Bangkok--25 Jan--Mindshare
Mindshare Thailand reveals Thais more conscious on health and wellness but fail in practice
Mindshare Thailand, the leading marketing and media network reveals today HEALTH & WELLNESS Trend Spotting in 2013. The study found that Thai people are more conscious to have a good health and a healthy lifestyle, however, but are not practicing as their unhealthy habits still remain. As the modern living toward urban lifestyle can be seen more and more where time become precious, Thai people tend to prefer quick fixes on health and wellness rather than actually working for it.
Rerngrith Jindaporn, Director, Business Planning, Mindshare said, “In the past decade, Thai people are more health- conscious. Moreover, both government and private sector have paid more attention on this aspect as can be seen from health campaigns and programs. The study reflects that 84% of people are happy with their standard of living. The figure also shown Thai people live longer but they are not yet risk free as the viral infection are more harmful, though the medical development has been advanced. ”
Pathamawan Sathaporn, Head of Business Planning, Mindshare said “Health & Wellness trends are one of the indicators of a positive development of economy and a better quality of living. As this industry has been growing continuously in the past decade, Mindshare then continues to develop this study and detect the 8 key trends for marketers”
8 trends spotting are derived from Mindshare proprietary tool 3D and in combination with in-depth interviews — Mindshare Consumer Voices, to capture what’s happening to the health and wellness of Thais at present time. Other secondary source of information worth mentioning include www.TrendWatching.com, Euromonitor, the Futures Company, and GfK.
Summary of 8 trends are;
1. OBESITY BECOMING MAINSTREAM— the study found that only 26% of adults exercised regularly vs. 30% in 2007. Quick fixes are readily available everywhere.
Urban living and unhealthy living are commonly seen. People have higher risk in health problems such as high blood pressure, heart disease, etc.
2. STRESS, THE NEW OBESITY— According to Grant Thornton Thailand, Thai senior executives ranked no. 5 as being most stressed from 39 countries surveyed. Key stress areas for adults are 1) financials 2) career and work 3) political instability 4) family issues and 5) environment.
Moreover, stress is also found early in life. Thai Health Promotion Foundation‘s survey, conducted during late 2011, found teens to be highly pressured and stressed. 1 million experienced depression and irritability without specific identifiable causes
? million suffered from stress that led to stomach aches and vomiting. 1 in 3 intends to use diet pills or undergo cosmetic surgery in an effort to become slimmer and more beautiful.
3. AGEING POPULATION — Thailand’s life expectancy has been increased from 55.2 to 69.9 for men and 61.8 to 74.9 for women in the past decade. In the near future this group will become the biggest group in the society and the group will be the key group that will drive market movement on health and wellness product
4. INDEPENDENT SINGLES — the study show that 37% of Thais are single, divorced, or widowed while 45% do not have kids. Increasing rate of singles, couples without kid, and divorcees will be seen. The way of living will cater to individual needs and lifestyles.
5. NOWISM - It will be the Golden Era of Quick Fixes. There is a trend of easy trips for cosmetic surgery. Cosmetic surgery has become a growing business in Thailand. According to Mindshare Culture Vulture, attitudes among Thais towards cosmetic surgery have been transformed over the past decade, with cosmetic surgery clinics now mushrooming all over the country. This is because appearance has become increasingly important to many of them, with some thinking that cosmetic surgery will help them to get ahead in life or land their dream job.
6. BACK TO BASIC - From inside to outside, going back to nature is still sought out if not even more. Herbal and traditional products in Thailand estimated to grow to 14 billion THB in 2015. Contributed from seeking for alternative living, there will be a group that shifts from hectic lifestyle towards slow life with the growing of the ageing population.
7. PRODUCT BLURRING — food especially beverages will become closer to vitamin & dietary supplement. The trend for added vitamins, minerals and calcium remained popular among fortified/ functional (FF) fruit/ vegetable juice, FF yoghurt, FF energy drinks, FF milk with benefits of beauty from within, vision health, brain health and memory, and bone and joint health.
8. TECHNOLOGY etc. — Technology will be an integral part of a rise in health & wellness amongst Thai people. As of 2012, there are 22 million internet users, and over 50% online via mobile phone. People will continue to search for health & wellness information. They will always need second… third… fourth opinion.
They will also search information from expert and real consumer’s experience for one’s self and family member. Crowdsourcing & Tribe endorsement on Health & wellness will be another area online as well as Tailored-made mobile phone application: on self-medication. There will be an area of retailer space expansion on all heath & wellness products.
With diversity in consumer behavior, marketers need to explore each key trends and themes and how it will drive consumers’ need and attitude towards product. It will also be useful to frame on communication. Also, discovering key influencer will be beneficial to stimulate their decision making process.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]