An investigation of factors that influence plant-based protein consumption among Thai millennials in Bangkok

Plant-based proteins have been emergent in Thailand over a long period and gradually are becoming more prevalent, especially in urban areas. The increase of plant-based protein consumption is a result of the increasing level of living standard, concerns of improved dietary consumption and self-betterment, especially among city dwellers. Some people who are consuming plant-based protein still do not recognize that some vegetable and fruit also have protein content. Most people who eat plant-based protein are familiar only with soya, oats, and almonds, but there are actually a lot of plant-based protein products available in the Thai market. However, there are also limitations for Thais to understand the other kinds of plant-based protein products and various benefits of plant-based protein products.The five main objectives of this research are to identify consumer segmentation, identify the marketing tools which influence plant-based protein consumption among Thais in Bangkok, identify external factors which influence plant-based protein consumption among Thais in Bangkok, determine the attitudes toward plant-based protein and to determine the intent to purchase plant-based protein products.Exploratory and descriptive research was conducted by using both qualitative and quantitative methods. The exploratory research included secondary research gathered from public and commercial sources, while ten in-depth interviews were conducted to provide consumer’s insights and attitudes toward plant-based protein products. The descriptive research was by using an online questionnaire, based on information from both the secondary data and in-depth interviews. The research achieved 236 completed questionnaires through the online channel via Survey Monkey. Targeted respondents were Thais living in Bangkok, between 18 and 35 years old, who had known and experienced plant-based protein products. The in-depth respondents were recruited using personal connections, while those completing the questionnaires were recruited by micro influencers by using online channels and personal connections. The questionnaire responses were analyzed using the Statistical Package for the Social Sciences (SPSS) and Microsoft Excel.The respondents were divided into three segments based on psychographic factors which were Dessert Lovers, Inbetweeners and Dietary Controllers. The research was designed to investigate the factors that influence plant-based protein consumption among Thai millennials in Bangkok. The findings indicate that plant-based protein producers or marketers should make plant-based protein products in snack or dessert format to attract Dessert Lovers. Also, food packaging claims should be developed to catch Inbetweeners’ attention. Additionally, promoting plant-based protein in outdoor activities can create awareness and make Dietary Controllers familiar with plant-based protein, attract new Dietary Controllers, and motivate current Dietary Controllers to consume more as well. Furthermore, the findings of this research would suggest that marketers of plant-based protein should promote through online channels and points of purchase, have a clean label concept, expand selling channels, and educate consumers to learn more about other plant-based protein products. The findings are useful for food marketers and processors who are looking for new opportunities for both health and nutrition products to fit Thai consumers’ demand.