3. The convenience seekers
So-called “convenience seekers” made up 9% of all Asian consumers. For them, the food they chose had to be prepared quickly and conveniently, and for this reason they are also willing to go without a healthy and balanced diet.
In China (57%) and Indonesia (74%), this consumer type was predominantly female; in Thailand (61%) more men were counted as convenience seekers. Across each of the countries surveyed, they were mostly young singles aged 18-34.