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Post-Pandemic Behavior is Influencing Thailand’s Culinary F&B Market

Thailand Food Beverage
Thai cuisine ranks among the top culinary traditions in the world © CTN News Photo: Shutterstock

Thailand, home to some of the world’s finest Michelin-star restaurants alongside irresistible street food delights, stands out as one of the most dynamic Food and Beverage (F&B) hubs in Southeast Asia. The reason lies in its rich and diverse culinary landscape, adept at satisfying the tastes of local and global, unfussy and nuanced palates alike.

However, the aftermath of the Covid-19 pandemic has significantly reshaped consumer behavior. Globally, there has been a major shift in consumer purchasing habits and food consumption patterns, and Thailand is no exception. There is now a heightened focus on diet and well-being, with healthy living becoming the prevailing mantra. Consumers are increasingly seeking out various organic ingredients and ‘free-from’ products, including vegan or gluten-free foods in their dining menu.

This trend also encompasses a growing preference for natural foods over those containing artificial flavors and preservatives. Additionally, there is a rising demand for organic and whole foods, with consumers opting for these options over heavily processed alternatives.

Recent data from market research firm Mintel reveals a notable trend among Thai consumers post-pandemic: a strong inclination towards healthy living reflected in their dietary choices. More than half the respondents intended to educate themselves about nutrition. Plant-based products showed a significant growth opportunity, with nearly a quarter of Thai consumers (24%) aiming to transition from animal-based meat to a fully plant-based diet in the future, the report noted, adding that affordability is a concern, especially among younger consumers and those with lower incomes.

Plant-Based Food: Flavor of the Season in Thailand

Thailand is witnessing a notable surge in plant-based offerings spanning from fast-food chains to vegan and upscale restaurants. As consumers reevaluate their dining preferences in favor of healthier lifestyles, sustainability and traceability are emerging as key considerations for both food manufacturers and restaurant owners.

Madre Brava, a non-profit organization, conducted a recent survey revealing that a majority of respondents are willing to transition to plant-based protein and alternatives over meat. About 67% of participants express intent to reduce their meat consumption within the next two years. The survey engaged over 1,500 participants across Thailand.

Food producers are actively innovating to create plant-based products that are not only flavorful but also budget-friendly, using readily available ingredients such as pulses and lentils. Exciting alternatives such as vegan cheese, plant-based fish products, and pasta substitutes are swiftly gaining favor among consumers.

Krungthai Compass Research Centre expects Thailand’s plant-based food industry to touch US$1.5 billion in 2024 with a projected 20% annual growth backed by strong domestic demand for plant-based meat, meal and egg products.

Sustainability and Culinary Innovation

Sustainability has become a pressing concern in Thailand’s F&B industry, gaining momentum as consumers increasingly recognize the environmental and social impacts of food production and consumption. Practices such as locally sourced, sustainable farming, food waste reduction, organic ingredient usage, and recycling have significantly boosted the demand for sustainably sourced ingredients within the food and restaurant sectors.

Leading chefs and restaurateurs in Bangkok are proactively seeking out eco-friendly sourcing for their ingredients to align with the values of their clientele. These efforts include investing in energy-efficient appliances and lighting to minimize energy consumption and operational costs, as well as reducing carbon footprints through the sourcing of ingredients from local agriculture.

Although sourcing sustainably can entail additional expenses for restaurants, consumers are demonstrating a willingness to pay more to support local businesses and communities.

The changing landscape of the post-pandemic market in Thailand offers promising opportunities for the restaurant and food industry. With the tourism sector projected to fully recover by 2024, surpassing pre-pandemic levels of 2019, the potential for innovation in food and dining experiences for locals and tourists alike is stronger than ever.

About the author:

Thanit Apipatana is a Bangkok-based entrepreneur, investor, and advisor with a keen interest in venture building, real estate, F&B, education, sports, and philanthropy. Thanit Apipatana has advised companies in the region including Singapore-based proptech company Mogul.sg and Thai-based Life Below Labs , a project that is looking to catapult the Thai beer market to a new level with liquid yeast.

 

Food

America’s French Fry King Sounds An Alarm

fry

Americans are revolting against McDonald’s and other fast-food establishments. This is harming French fry suppliers like Lamb Weston.

Lamb Weston, North America’s largest manufacturer of french fries and a significant supplier to fast-food chains, restaurants, and grocery stores, is closing a production facility in Washington state. Last week, the company stated that it would lay off almost 400 employees, or 4% of its workforce, and temporarily shut down manufacturing lines in response to falling customer demand.

Lamb Weston (LW) shares have plummeted 35% this year.

fry

America’s French Fry King Sounds An Alarm

The potato giant is oversupplied at a time when demand is low. In recent years, restaurant prices have risen faster than grocery store prices, prompting shoppers to avoid fast-food establishments.

This move has had an impact on Lamb Weston because individuals are less inclined to prepare French fries at home. According to Lamb Weston, fast-food restaurants account for around 80% of all french fries consumed in the United States.

Fast-food restaurants, such as McDonald’s, are offering bargain menus to entice customers back. McDonald’s has introduced a $5 meal that contains a McDouble cheeseburger or a McChicken sandwich, small french fries, four chicken nuggets, and a small soft drink. However, these promotions are not benefiting Lamb Weston because customers are purchasing fewer portions of fries.

“Many of these promotional meal deals have consumers trading down from a medium fry to a small fry,” Lamb Weston CEO Thomas Werner stated during an earnings call last week.

Lamb Weston did not immediately reply to CNN’s request for comment.

McDonald’s, Lamb Weston’s largest customer, accounts for 13% of revenue. As McDonald’s goes, so does Lamb Weston.

fry

America’s French Fry King Sounds An Alarm

And McDonald’s is struggling. Sales at US restaurants open at least a year declined 0.7% last quarter compared to the same period a year ago, dragged down by fewer consumers visiting the brand.

Lamb Weston is also heavily exposed to other fast-food companies, according to analyst R.J. Hottovy of analytics firm Placer.ai, in a research note to clients last week.

Customer traffic to fast-food restaurants fell 2% last quarter and 3% the prior quarter compared to the same period last year, according to Lamb Weston.

SOURCE | CNN

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Food

Logan Paul And MrBeast Have A Lunchables Competitor That They Say Is Healthy

lunchables

YouTube’s top stars have launched their competitor to Lunchables.

MrBeast, Logan Paul, and KSI are collaborating on a “groundbreaking new better-for-you lunch option” called Lunchly, combining all their goods into a single meal geared at their younger fans.

The all-in-one meal includes a bottle of Prime Hydration, a sports drink alternative founded by Paul and KSI that has grown in popularity; a Feastables milk chocolate bar created by MrBeast, a popular YouTube star with over 300 million subscribers; and one of three processed food options, including pizza, nachos, or turkey aand cheese with crackers.

lunchables

Logan Paul And MrBeast Have A Lunchables Competitor That They Say Is Healthy

“Our ultimate goal has always been to offer not only high-quality products, but also healthier alternatives,” Lunchly cofounder Logan Paul stated in a press release. He also stated that the school lunch industry has been “dominated by Lunchables” since he was a child, and that it is “time to provide a better option for those looking for a convenient, healthier choice.”

Lunchly promises to be “healthier” since Prime contains more electrolytes than a Capri Sun in Lunchables, and Mr. Beast’s chocolate bar contains less sugar than a Kit Kat or Crunch bar.

Lunchly’s launch comes after Lunchable, owned by Kraft Heinz, announced a huge initiative last year to participate in school lunch programs. However, the company had to reformulate the components first to guarantee that the items met regulatory rules, which included incorporating fresh fruit into their meals.

Consumer Reports reported in 2024 that it recently studied the nutritional profiles of two Lunchables kits supplied in schools and discovered that they contain significantly more sodium than the Lunchables kits available in stores.

Logan Paul And MrBeast Have A Lunchables Competitor That They Say Is Healthy

Of course, KSI, Paul, and MrBeast know how to create brands, thanks partly to their devoted following. Despite government worries about the caffeine content of some of its drinks, Prime sales have risen, threatening industry leaders such as Gatorade and BodyArmor.

“Prime brings a youthful buying cohort that hasn’t had a lot pitched their way beyond traditional kids’ drinks,” Jeffrey Klineman, editor-in-chief of BevNet, previously told CNN. “Paul is significantly more intriguing to a 13-year-old than a juice box.”

SOURCE | CNN

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Food

Beyond Soups and Stews: Unexpected Ways to Utilize Your 5 Litre Pressure Cooker

Beyond Soups and Stews: Unexpected Ways to Utilize Your 5 Litre Pressure Cooker

Pressure cookers are very popular cooking utensils for preparing soups, stews, and tenderising meats in quick time. However, their versatility and uses go far beyond these traditional uses.

If you’re trying to use your 5 litre pressure cooker differently, you are at the right place, as we are going to explore unexpected and creative ways to use this essential kitchen utensil.

Infused oils and extract

You can use your pressure cooker to prepare infused oils and extracts. To do that, you have to put the herbs, spices, or citrus peels in a jar filled with oil or alcohol. Then, seal the jar and cook under low pressure for a short time to infuse the flavours uniformly.

By this method, you can extract intense flavours in a quick time as compared to what it takes through traditional infusion methods. You can also experiment with combinations like rosemary-infused olive oil or vanilla extract for baking.

Artisanal Curd Making

You can use your pressure cooker to prepare yoghurt. To do that you have to heat the milk to a proper and specific temperature, and then cool it down before adding yoghurt culture. After that, keep the mixture in jars, seal, and ferment in the pressure cooker with the use of the yoghurt setting. And yes, after that, you will have creamy, homemade yoghurt at a much lower cost than store-bought varieties. You can add up your yoghurt, various flavours and toppings for a healthy breakfast or snack option.

Quick pickling

You can also prepare quick pickles using your pressure cooker. For doing that combine the ingredients such as vinegar, water, salt, and your choice of vegetables or fruits in the cooker.

Now, after that, cook under pressure for a few minutes to infuse the flavours rapidly.

Once it is done and cooled, your quick pickles will be ready to eat and enjoy, giving a taste of tangy flavour to sandwiches, salads, or charcuterie boards. You can do this using different spices and herbs to prepare unique flavour profiles for your pickles.

Steaming vegetables and seafood

You can use your pressure cooker’s steaming capabilities to cook vegetables and seafood very easily and quickly. To do that, you have to place a steamer basket inside the cooker, add water, and put your ingredients.

Then, after that, cook under pressure for a few minutes to keep the nutrients intact and also get the perfect tenderness. From crisp-tender asparagus to succulent shrimp, the possibilities of preparing the dishes are many. You can add different flavours using aromatic herbs, spices, and citrus zest.

Homemade bread and desserts

You can amaze your family with freshly baked bread and delicious desserts that can easily be prepared in your pressure cooker. To do that, use the cooker as a makeshift oven by placing a trivet inside and also adding water to it.

After that, you have to place your bread dough or dessert batter in a heat-proof container, cover it, and then cook under low pressure. In very little time, you will get tender bread or delicious desserts without even messing up the kitchen. You can also try various other recipes like chocolate lava cake or savoury herb bread for a delightful treat.

One-pot pasta dishes

You can easily prepare one-pot pasta dishes that are cooked perfectly in your pressure cooker. To do that you have to combine pasta, sauce, vegetables, and protein in the cooker, and also remember to check and put enough liquid for cooking. Then, seal and cook under pressure for a few minutes. This will allow the flavours to get mixed beautifully.

And with this, from classic spaghetti marinara to creamy Alfredo, your pressure cooker can do it all. You can enhance your pasta with your favourite ingredients and garnishes.

Conclusion on a pressure cooker

Cooking indeed is a creative method. Do justice to your creative culinary spirit with your 5-litre pressure cooker. Bake bread, make homemade yoghurt, and make several main dishes as well as side dishes using a wide pressure cooker.

Impress everyone and yourself! Make the best out of your culinary instincts.

SEE ALSO: The Ultimate Guide to Choosing the Perfect LED Bathroom Mirror

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The above article is sponsored content any opinions expressed in this article are those of the author and not necessarily reflect the views of CTN News- Chiang Rai Times. For detailed information about sponsored content policy click here.

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