Gourmet Market has been recently opened in the luxury shopping centre located on both sides of the Sukhumvit road, on one of the busiest streets of Bangkok (Thailand) and in a short time has become a real cause to push the boat out for all lovers of quality food. Italian products are not mere onlookers on their shelves but play an important role. There are many Italian brands in the store, covering the main categories of made in Italy food, including some organic references. There are well known brands as there are local Thai brands taking advantage of the Italian sounding to capture the attention of those who come in to do their shopping.
Examples of evocative Italian sounding name come from the most ‘imitated’ area of pasta: Ticinella (fettuccine made in Thailand), Miracles (rigatoni products in Austria) or San Remo (Australian spaghetti). “Pasta is the most requested product by our clients who love cooking it at home, according to the Italian preparation technique – states Laurent Pousse, French manager who was recruited a few months ago to manage the store. Above all, it is the under 30 generation of Thai who are fascinated by made in Italy, while the over 40s still tend to prefer and move towards French food products. This situation is explained by the fact that young people, unlike most adult consumers, are now more likely to travel than in the past, and Italy has become, in recent years, a very popular destination. Once home they have a strong desire to savor the taste of Italian food. We must also add that the Thai, unlike for example the Chinese, have a very strong degree of brand loyalty. Once convinced, it is hard to dissuade them and have them change their purchasing habits.”
If we then focus on the new generation of consumers, our food has gradually overtaken that of other countries, so as to generate, in the Gourmet Market, 30% of its turnover. A very significant fact driven, primarily, by coffee, the aforementioned pasta, fresh products and various references of cheese, while there is a total absence of the meat sector. “For various hams and salami – explains Pousse – in partnership with the Italian Embassy in Bangkok we will give rise to a number of initiatives, including a dedicated week for Italian cured meats.”
Cooking demonstrations do not attract customers. “We put on animated cooking shows with chefs – continues the head of the supermarket – even if they fail to totally convince customers, often scared to approach the counter to assist in the preparation of the dishes. The reaction is of a cultural nature because they are afraid of disturbing. Our goal is therefore to change their habits and behavior, and convince them that there is nothing wrong in attending these in store activities that, more than others, emphasize the quality of the food”.
