Commercial Potential and Key Success Factors for Thai Food Exportation in the United States

Abstract

This mixed-methods research aimed to 1) study the behavior and needs of Thai food consumers in the United States, 2) investigate the key success factors for exporting Thai food, and 3) analyze prototype Thai food products with high export potential. The sample group consisted of 400 foreigners and Thais residing in the United States who had experience consuming or purchasing Thai food, and 11 experts participating in a purposively selected focus group. The research instruments comprised questionnaires and semi-structured interview questions, respectively. The findings revealed that consumers primarily access Thai products through social media and family recommendations, with shopping malls being the preferred purchasing channel. The most crucial purchasing factors are authentic taste and international safety certifications (HACCP, HALAL). The key success factors for export include strict compliance with the US FSMA regulations and extending product shelf-life. Based on the data analysis, it was found that the Thai food products with the highest export potential are meat-free ready-to-cook sauces and curry pastes. These products reduce the complexity of meat import regulations and align with the home-cooking behaviors of consumers seeking authentic Thai flavors.