Thai consumers seek new flavors of salty snacks


Companies need to get ready to elevate the snacking game as most consumers in Thailand actively seek new flavors of salty snacks.

“Meet the demand for sweet salty snacks. Create dessert-inspired salty snacks. Experiment with sweet and spicy combinations,” said a Mintel report released by the Department of Trade and Industry-Export Marketing Bureau.

The report said 63 percent of Thai salty snack consumers agree that sweet flavors are their most preferred snack flavor.

Caramel and chocolate are more established in salty snacks but other sweet flavors are emerging, it said.

“Launches of plain salted flavors are declining, yet fruity dessert flavors, although novel, are growing. This indicates that consumers are seeking more adventurous options,” it added.

While luxurious caramel and butterscotch flavors are the top-ranked salty snacks, the Mintel report said Thai consumers are also interested in trying more fruity, citrusy and nutty flavors.

“Opportunity for more inspiration from fruity desserts. Dessert-flavored salty snacks such as custard appeal to 39 percent of Thai consumers. Hence, decadent chocolate/caramel dessert brands can explore luxurious fruity flavors,” it said.

The report further said spicy dishes are popular in Asia, which is reflected in the flavors Thai consumers are looking for in salty snacks.

“Although sweet flavors are ranked top (63%), spicy flavors come second, with 56% of Thai consumers ranking it as their most preferred flavor of salty snacks,” it said. 

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