COVID-19 and the New Normal Food Consumption in Thailand

Ajchara Kessuvan, Arisara Thongpech

The food industry significantly contributed to the industrial GDP of Thailand with a strong backward linkage to the agricultural sector, the foundation of Thai economy. In general, Thai households have spent 33.9% of total expenditures on foods and beverages. Previously, Thai consumers focused on emotional value over than functional value since preferences and tastes became the major factors affecting their decisions to consume food products, rather than cleanliness and nutrition. The COVID-19 pandemic had not only brought a serious effect on the lives and livelihoods of people, but also the food consumption of the Thai people. During the spread of COVID-19 pandemic since January 2020, it was found that consumer behaviors were starting to shape the so-called “New Normal” lifestyles. The crisis, however, affected many consumers to change their behavior and their new experiences as shift to fundamental health and caring economy. It is essential to consider key behavior going through the prolonged recovery period; health conscious, digitalization, sanitization, balancing of home and duty and personalized food supply that would become the “New Normal” for Thais affecting food consumptions. As Thai consumers put their cautiousness about health and self-immunity, higher digital engagement, online purchasing and hygienic practices, the food industry needs to observe closely in order to be well-prepared for any changes to meet the needs of consumers. This research aims to review the data of the food industry in Thailand, food consumption amid the COVID-19 pandemic, the “New normal” lifestyle of food consumption and key challenges for the food businesses is presented.

Keywords: Coronavirus, Thai food industry, food consumption, new normal, key challenges

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