The Untold Story – MUIC Alumni Chapter 25
Topic: Health, Wellness, and Market Intelligence: The Career Path of Pimwadee Aguilar
Could you briefly introduce yourself and walk us through your career path since graduating from MUIC?
It has always been my dream to care for people’s well-being. I began as a dietitian at Samitivej Sukhumvit Hospital, where I provided nutrition consultations to individuals and families with diverse needs, from preventive health to managing chronic diseases like cancer. While rewarding, I wanted to create a broader impact, which led me to join Nestlé in their Nutrition, Health, and Wellness Department. There, I worked on initiatives like the Nestlé Healthy Thai Kids program, which I’m especially proud of for its positive impact on children’s health. Over time, I became fascinated by how consumer behavior is shaped not just by knowledge but by psychology and social influences. This curiosity brought me to Mintel, a market intelligence company, where I now explore consumer insights to help brands better understand and serve their audiences. It’s been 16 years since I began my journey in food and nutrition, and I can honestly say I’m still enjoying every step of it.
How has your degree in Food Science shaped the direction of your career, especially as you moved into market research and consumer insights?
My Food Science degree was a crucial stepping stone. It gave me a strong foundation in food and nutrition, which opened doors to the food industry. At MUIC, I was inspired by professors like Ajarn Valee, Ajarn Michael, and Ajarn Anadi, as well as friends, who showed me the diverse career possibilities beyond traditional roles, such as working in FMCG or market research. This foundation, paired with the experiences I have gained over the years, has truly shaped my career path and identity.
What is Mintel and how does it help brands and industries better understand consumers?
Mintel is a global market intelligence agency that provides insights into consumer behavior, market trends, and competitive landscapes. It helps brands make informed decisions, develop strategies, and create products that resonate with consumers. For example, we analyze why Thai consumers value specific ingredients like fiber and protein, identifying key demographics and motivations. These insights help brands innovate and target their products effectively.
How do you see the consumer insights field evolving in Thailand, especially in relation to health and wellness?
From my experience in hospitals, FMCG, and now market intelligence, I have seen Thailand’s health and wellness sector become increasingly data-driven and consumer-focused. The demand for functional products and wellness solutions continues to grow, but the challenge of balancing indulgence with wellness remains. Brands are increasingly leveraging real-time data and cultural insights to predict trends and tailor offerings. The future lies in blending technology, analytics, and local nuances to meet Thailand’s unique wellness needs.
What major challenges have you faced in your career, and how did you overcome them?
The biggest challenge has been collaborating with diverse people, whether patients, colleagues, or clients, and aligning with their unique needs. Patience, empathy, and thoughtful communication have helped me navigate even the toughest situations.
Do you have a favorite memory or story from your time at MUIC that has stayed with you?
Oddly enough, the most memorable and precious moments were the simplest ones. I cherish the simple routines, like meeting friends at our usual table in the canteen, a mix of students from Food Science, TIM, Social Science, BBA, and Bio-med. Fun fact: My husband, who was a complete stranger back then, stood just four spots away from me in our graduation photo. We did not know each other until years later, and now we are married! To this day, he is still roaming around MUIC, but in a new, matured role. See if you can spot him! I guess like-minded people gravitate toward the same places to grow and learn, even if their paths do not cross right away. Sometimes, the connections you are meant to make are just waiting for the right time to happen!
Looking back, what skills or knowledge from Food Science have been most valuable in your career?
The foundational understanding of the food industry, from manufacturing and nutrition to marketing, has been invaluable. MUIC gave me the best start I could have asked for.
How did MUIC prepare you for your professional journey?
MUIC taught me to embrace diversity, not just in nationalities but in perspectives, knowledge, and experiences. This understanding has made me more open-minded, less judgmental, and better equipped to work with people from all walks of life.
If you could return to your MUIC days, what advice would you give your younger self or share with today’s MUIC students?
Stay active and engaged in both classes and activities. It will expose you to unexpected opportunities and help you develop the skills to understand and work with people.
How do you see the future of the health and wellness market in Thailand, and in what ways do you think MUIC and Mintel can play a role in driving its success?
The health and wellness market in Thailand will only grow in importance. There is a need for skilled professionals across healthcare, food, and services. While learning outside of university is crucial, MUIC plays a key role in laying the foundation, nurturing curiosity, and inspiring students to keep learning and innovating.
Motto:
‘Doing well, by doing good.’ – Getting the balance between achieving personal or career success while contributing positively to society. Ms. Pimwadee “Sara” Aguilar MUIC Class of 2006 Major: Food Science Position: Director, Thai Consumer Reports, Mintel Thailand
