COVID-19 and the New Normal Food Consumption in Thailand

Abstract

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.