5. The budget and basics seekers
The smallest consumer group in Asia would ask questions about the preparation time and pricing of the foods and beverages they were considering.
The “budget and basics seekers” accounted for 6% of respondents in China, Indonesia and Thailand. For them, food and cooking primarily had to be affordable and uncomplicated.
Budget and basics seekers were typically over the age of 45 and had children that still lived at home.
Men were overrepresented in this category, with male Chinese respondents leading the way with 61%.