Comparative report on healthy food study in Thailand, Indonesia and Vietnam in 2015

Table of content
A. Research Design  
B. Respondent profile 
C. Key Findings 

General attitude about RTE healthy food
• Healthy dairy & yogurt drink are the most popular category for all 3 countries. Besides that, fat – fee food and low caffeine coffee are common in Thailand, healthy snack is in Indonesia, while Fortified/ functional beverage and high nutrition noodles/ rice is more consumed in Vietnam than other foods.
• Functional for health & wellness as a major concern of Thai people, Indonesian and Vietnamese. Source of fibre, high nutrition and protein is the top concerns among Thai people. Besides that, Indonesian and Vietnamese have some other concerns including digestive and Cholesterol free.

RTE healthy food Habits
• While the majority of Thai & Indonesia consume RTE healthy food more than once per week (44.0%). The majority of Vietnam respondents are purchasing 2-3 times/month (34.6%) and the minority consume everyday (29.0%)
• The majority of Thai, Indonesia and Vietnam are spending at moderate spending for one time purchasing
• Nutrions benefit & advertisement encouragement are the key factors to purchase healthy food among 3 countries. Besides that, convenient as meal is also the key factor to consider to purchase healthy food for Indonesian & Vietnamese, while tase belongs to the top consideration for Thai people.
• While convenience store is the main channel for Thai & Indonesian people, but it’s not the main channel at all in Vietnam. The main channel to purchase RTE healthy food is dominated by supermarket in Vietnam. While healthy food store is the third alternative place for Thailand and Vietnam, yet it does not play role at all in Indonesia.

RTE healthy food lifestyle & attitude
• Despite the vote for high innovation for RTE healthy food in Thailand, the majority of Thai respondents (34.4%) started to consume RTE healthy food recently for the last period of 6 months. The highest percentage of 23.4% Indonesian respondents consumed RTE healthy food for more than 5 years ago, while around 20.8% Vietnamese consume RTE healthy food in the mentioned period. Around one-third of Vietnamese respondents (30.0%) started having RTE healthy food
consumption for 1- 2 years.
• The similar trend for healthy lifestyle attitude happens for Indonesia (61.0%) and Vietnam (60.9%) particularly on work-life balance, most of Thai respondents are focusing on health care (71.5%) particularly on stress control lifestyle (83.2%).
• The percentage of positive aspect is highest of all RTE healthy food attitude among 3 countries, and particularly higher in Thailand (77.0%), yet the percentage of negative aspect is also high in Thailand (70.5%) because of the expensive price in Thailand that 71.8% of respondents vote for the reason. The percentage of negative aspect for Indonesia and Vietnam is considerably low and significant lower than Thailand
 

D. Detail Findings