Food & Beverages Market 2026 in Thailand, Indonesia and Vietnam: Health Consciousness, Ingredient Trends, and Consumer Behavior

27/02/2026

Highlighting cross-country health perceptions, ingredient awareness /preferences, and the trend of protein consumption.

Explore the key trends shaping the F&B industry across Thailand, Indonesia, and Vietnam.

 

Why This Survey Matters

The Food & Beverages Market Report 2026 by Macromill SEA provides the data into the evolving consumer landscape. This study surveyed 420–600 respondents per country, targeting men and women aged 18–54 across all income brackets in major metropolitan areas of Thailand, Indonesia, and Vietnam.

 

This “Executive Summary”, leveraging AI synthesis from our comprehensive local-language reports, focuses on four pillars:

• Consumer Health Perceptions: How consumers view their current well-being.
• Nutrition Consciousness: Growing interest in functional ingredients.
• Purchase Drivers: What truly motivates buying decisions.
• Innovation Opportunities: Key preferences shaping the future of product marketing.

 

What’s Inside this “Executive Summary”?

• Highlighting cross-country health perceptions, ingredient awareness /preferences, and the trend of protein consumption.​

 

Download the AI-Generated Summary Here

https://www.macromill.com/contact_mmsea/en/reports.php

 

Appendix: Table of Contents  

 

Demographics 

• Age, Gender, Residence area, Household income 

Health Status & Lifestyle Behaviors 

• Current Health Status 

• Reasons for Feeling Healthy 

• Reasons for Feeling Unhealthy 

• Actions Taken to Achieve Ideal Health 

• Healthy Habits Currently Practiced 

• Healthy Habits Considered Important 

Ingredients/ Nutrition Consciousness 

• Avoided / Limited Ingredients 

• Nutrient Awareness 

• Nutrient Understanding 

• Nutrient Consumptions 

• Protein Product Formats Consumed 

• Purpose of Protein Supplement Consumption 

Key Considerations in Food & Beverage Choice 

• Awareness of Food & Beverage Claims 

• Food & Beverage Claims That Interest Consumers Most 

• Preferred Country/Region of Brand Origin 

Innovation & Product Opportunities 

• Local Flavor Concepts Idea for RTD Beverages and Snacks 

• Share of Preference 

• Best vs Worst appeal of product & marketing ideas