News: Kantar at Haleon Primary Care Outreach Event 2023
Dheeraphongs Malaniyom, New Business Development Manager (Thailand) at Kantar Worldpanel, was one of the key speakers at the event "Nutrition as the foundation of population health." He shared interesting insights and findings from the Worldpanel division's studies on consumer behaviour and the impact of H&B Supplements. The topic of his talk was "Health is Wealth: Thailand's Supplement Market in 2023."
Kantar Worldpanel recognises that apart from the COVID-19 pandemic, H&B Supplements are one of the categories that have had a particularly positive impact. One of the key reasons for this is that it is something that has been influenced by the pandemic. However, Kantar also found other significant factors impacting consumer behaviour, such as the Ageing Society, Rapid Urbanisation, and Preventive Health Care, both at a household and individual level.
During this sharing session, Kantar Worldpanel explored how consumers respond to each segment within this category, focusing on two key aspects: product benefits and product formats. By understanding more about consumer needs, we shared results from a study that revealed among the fragmented market of H&B Supplements in Thailand, General Wellbeing and Immunity emerged as the top benefit in terms of value share. Additionally, Powder format was found to be the most popular choice among Thai consumers, contributing to 47% of the market's value.
Surprisingly, Kantar discovered interesting insights into how consumers consume H&B Supplements. We found that Thai consumers have shifted their behaviour from multi-user products to single-user products, which reflects the overall trend in the Total FMCG Market. This indicates that consumers are increasingly looking for products that are personalised and tailored specifically for themselves, with the desire for products that can be truly "made just for me."