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.

Recommendations

- 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.