Madre Brava, 2023
Meat reduction in Thailand
- ~ Thais 1500 representatively sampled
- 18% of Thais looking to reduce meat
- Thailand has a vegetarian festival
- 2/3 intend to reduce meat over next 2 years
- 72% awareness of tofu, seitan, TVP, but only 39-43% for meat alternatives
- Of Thais that had never tried APs (11% of survey), 63% were up for increasing consumption
- Of 89% that had tried them, only 16% were going to reduce, i.e. they didn't like it
- positives were high awareness of environmental and health benefits
- negatives were highly processed (70% agree) more expensive (64% agree)
- Not so much pushback on taste (56% said they didn't (check this?) taste as good, 16% disagreed), or "I don't know what's in them" (38% agree, as many disagree)
- In general people rank economy as being a key concern for Thailand, then health, then climate change.
- Interestingly, when asked what they valued, 68% picked health, 48% environment protection, 23% faith, 20% animal welfare and 17% traditional culture
- On climate, most people saw deforestation, plastics and cars as the issue, not meat.
- Only 20-25% were very or extremely concerned with industrial meat, though 40-50% somewhat concerned.
- geographically, Chiang Mai has more flexitarians than other regions but fewer veggie / vegans
Segment support
Among core and secondary audiences,
