Two-thirds of Thais want to reduce meat consumption and replace it with alternative and/or conventional plant-based proteins, for a healthier lifestyle


The final Thailand Audience Strategy Research report conducted by Madre Brava in collaboration with Northstar/HarrisX is now available here.

Following the release of the survey results in December 2023, the in-depth interviews, along with a summary and recommendations drawn from both quantitative and qualitative research, is also included.

The report confirms positive demand-side capabilities for a protein transition in the country, including strong potential for growth and scalability for alternative proteins. However, identified barriers, namely perceived high price, processed, lack of variety, and availability of alternative protein products, will need to be addressed through selected public and private sector policy changes to enable such potential.

Summary and recommendations from research findings

• Meat consumption in Thailand is widespread – however two thirds of the population surveyed revealed they would like to reduce their meat consumption in the next two years, with a greater focus on reduction as opposed to complete elimination of meat.

• Top motivators for the reduction in meat consumption; health and wellness, followed by environmental concerns, and animal welfare concerns.

• More than half of those who intend to reduce their meat consumption, plan to replace it with alternative proteins and/or a mix between alternative proteins and conventional plant-based proteins.

• However, barriers to alternative protein consumption are significant. Consumers believe alternative proteins are currently too expensive, too processed as well as there being a lack of availability to purchase and a lack of variety in products.

• Without addressing these barriers, the growth in consumers transitioning their meat consumption to alternative protein consumption is limited.

•The target audience for alternative proteins show strong support for investment into R&D, farmer livelihoods and job transitions, tax reform to reduce the price of alternative proteins, increasing consumer awareness and education and greater access to health and environment information through produce labelling.


- Increase investment into R&D and greater support for SME’s and start-ups.

- Tax reform to make alternative proteins cheaper.

- Public awareness and education of the possible benefits alternative proteins could have, including, health, environment and economical.

Read more of our insight

European supermarkets race to lead global protein transition

New research by Madre Brava has assessed the 15 largest European supermarket chains on their climate and protein transition ambitions. The analysis reveals that while all retailers have targets in place or plan to set them by the end of this year to reduce emissions from the food they sell, retail giants Ahold Delhaize and Lidl race to become the first retailers in the world to align their protein offerings with human and planetary health goals.  

EU could slash 48 million tonnes of emissions and save €2.8 billion annually with healthier ready meals - study

A new study reveals that the EU could reduce its greenhouse gas emissions by around 48 million tonnes annually—equivalent to removing up to 38 million new cars from the road —by aligning ready-made meals with established health and sustainability standards. The study, conducted by system change company Systemiq for a group of 10 consumer, and environmental organisations including Madre Brava, also found that, by making ready meals healthier and more sustainable could save EU consumers €2.8 billion every year in cheaper and healthier food.