In addition, many young city dwellers have moved out of the parental home and into condominiums closer to the central business district. In this context, the bigger Thai cities[1] have witnessed shrinking households composed mostly of working adults and middle-class consumers, with family sizes continuing to shrink in recent years. Given their hectic lifestyles, urban consumers prefer visiting convenience stores and supermarkets near their workplaces or along the mass transit lines, for daily necessities and meals. While valuing convenience, these urban consumers, especially in large cities like Bangkok, place a strong emphasis on quality, thereby boosting the demand for branded groceries and ready-to-eat food products. They are more receptive to foreign cultures and are willing to pay a premium for branded household products and imported foods.