More people in Bangkok intend to participate in the Kin Jae (Vegetarian) Festival this year, e.g., teenagers and younger workers. Most plan to consume vegetarian food to avoid meat and improve their health. Popular vegetarian dishes preferred by the Bangkok populace include rice with curry/ready-cooked meals to-go, as well as noodles and soups. Moreover, the rising popularity of health foods is already going strong this year, making such consumption more popular than the more mundane vegetarian instant noodle or frozen food items commonly sold. For snacks, the majority of the respondents who plan to participate in the vegetarian festival prefer soya milk and fruit since these two are widely sold and are beneficial to one's health.
KResearch is of the view that businesses may plan marketing strategies catering to the above consumer needs, especially younger vegetarians. Retailers may also try to appease consumers by allowing customized menus that are healthier for them, and in that way, increase sales via online order systems, set menus and/or delivery service, etc. They might also offer off-season menus of vegan/vegetarian/“clean” foods since more consumers are avoiding animal flesh in their diets on at least some days such as Buddhist holy days, birthdays or other times of the year when it is convenient for them to do so.
KResearch thus expects that Bangkok residents will spend THB4.2 billion during the Kin Jae Festival, growing 13.5 percent YoY representing an expenditure of about THB270/person/day on vegetarian food and beverages during the festival this year, October 13-21.
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