J Korean Diet Assoc.  2024 Nov;30(4):267-281. 10.14373/JKDA.2024.30.4.267.

Analysis of the Home Meal Replacement Consumption Behavior of Thai by Food Consumption Value

• Choi SG
• Park JH
• Hong WS

• KMID: 2561508
• DOI: http://doi.org/10.14373/JKDA.2024.30.4.267

Abstract

This study aims to provide basic data for developing home meal replacement (HMR) products and establishing marketing strategies in Thailand. A survey was conducted targeting Thai consumers who have experience using HMR regularly. The food consumption values were used to segment the Thai consumer market, and the differences in HMR purchase behavior were analyzed according to segment. Thai consumers were divided into three types: high, medium, and low interest in food habits. The main reasons for using HMR among Thai consumers were time-saving, convenience, and cost-effectiveness, with a strong preference for products with high convenience. Among the HMR selection attributes, items such as quality, expiration date, hygiene, safety, taste, nutrition, and freshness are generally important factors for consumers. Among the HMR selection attributes, the items that require improvement first were identified most frequently in the high-interest food lifestyle group and include quality, quantity, additives, ingredients, expiration date, and nutrients. This study is significant because it was conducted targeting the Thai HMR market, where research has been limited, and it revealed the characteristics of segmented markets by reflecting the food consumption value characteristics of Thai consumers. The characteristics of each market segment can be used to develop HMR and marketing strategies that fit the market.

Keyword

home meal replacement; consumption behavior; food consumption value; thai; convenience food