Consumer Foodservice in Thailand
Euromonitor International's Consumer Foodservice in Thailand report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change
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Tables: 112 | Publication date: Sep 2007
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- Get insight into trends in market performance
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Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
New Year’s Eve bomb shook consumer confidence in 2006
The various bombings in both the Southern pocket of the country along with frequent social and political unrest capped off a turbulent year for Thailand, and further impacted the growth of consumer foodservice. Firstly, Thais have become more security-conscious, and secondly consumers’ willingness to spend diminished in 2006. However, overall consumer foodservice posted positive value growth in current terms in 2006. Some consumer foodservice sectors, for instance 100% home delivery/takeaway and pizza consumer foodservice, are seeing a positive impact from recent events; more consumers are going straight home after work, and are ordering home delivery food more frequently.
Healthy eating trend continued into 2006
In late 2006 health authorities announced that manufacturers of around 7,000 sweet and savoury snacks brands would be required to provide more detailed health warnings concerning their sugar and salt content. This stronger consumer awareness is expected to shift the focus towards healthier consumer foodservice. There has been a shift in Thai attitudes towards using fresh food. As Thai people are becoming more knowledgeable and pay more attention to their health, they are choosing healthy menus with fresh and natural ingredients when eating out. These consumers are generally urban middle-class families with only one or two children, earning a comfortable salary. This trend has already taken place in most urban areas, and is likely to extend to rural areas.
Menu variety offered to attract more consumers due to competition
As consumer foodservice in Thailand is becoming more competitive, operators have to try harder to generate increased sales. One of the key strategies used is offering variety to consumers in order to attract them and boost sales. Some menus are offered with special promotions and campaigns. In addition, the “limited period of time” strategy for new dishes helps to generate increased sales. Less popular menus have been removed and replaced by new ones. Another trend is new menu offerings launched as value added set meals, or with nutritious added ingredients.
Chained operators generate sales by opening more outlets
Despite the uncertain economic climate in 2006, chained consumer foodservice operators continued to focus on outlet expansion plans in order to reach out to more consumers. As chained operators gained success in Thailand, foreign players have indicated an interest in fighting for a slice of consumer foodservice. New foreign player Mos Food Services launched its first burger fast food outlet in March 2007, and is expected to launch another 11 outlets within the next three years, increasing both outlets and value sales. Over the review period, consumer foodservice saw the influence of fashion. For example, Asian-style cuisine such as Korean and Japanese, as well as fusion modern Thai cuisine gained in popularity. Chained operators in these areas have gained in popularity among teenagers and young working executives.
Convenience drives future growth
Political uncertainties and security concerns mean that the pace of growth will only recover slightly in 2007. However, over the longer term rates of growth should recover, approaching the economy’s potential rate of about 6%. Increased spending and confidence is expected as consumers increasingly demand food choice, quality and innovative dishes. Consequently, consumer foodservice is also expected to accelerate, in particular in pizza consumer foodservice and 100% home delivery/takeaway, as consumers are seeking convenience and quick service.
Table of contents
CONSUMER FOODSERVICE IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
New Year’s Eve bomb shook consumer confidence in 2006
Healthy eating trend continued into 2006
Menu variety offered to attract more consumers due to competition
Chained operators generate sales by opening more outlets
Convenience drives future growth
KEY TRENDS AND DEVELOPMENTS
Out-of-home food expenses held in check amidst uncertainty
Foreign cuisines make their mark
Chained operators facing limited good locations in urban Thailand
Healthier options and menu diversification witnessed in most areas
Heavy promotion and advertising strategies boost frequency of visits
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2001-2006
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2001-2006
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2006
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2006
Table 5 Consumer Foodservice by Food Vs Drinks Split 2006
Table 6 Sales in Consumer Foodservice by Location 2001-2006
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2006
Table 8 Chained Consumer Foodservice Company Shares 2002-2006
Table 9 Chained Consumer Foodservice Brand Shares 2003-2006
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2006-2011
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006-2011
APPENDIX
Published Data Comparisons
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BLACK CANYON THAILAND CO LTD - CONSUMER FOODSERVICE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Black Canyon Thailand Co Ltd: Key Facts
Summary 3 Black Canyon Thailand Co Ltd: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Black Canyon (Thailand) Co Ltd: Competitive Position 2006
CHAROEN POKPHAND GROUP - CONSUMER FOODSERVICE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Charoen Pokphand Group: Key Facts
Summary 6 Charoen Pokphand Group: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Charoen Pokphand Group: Competitive Position 2006
MINOR FOOD GROUP PCL, THE - CONSUMER FOODSERVICE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 The Minor Food Group PCL: Key Facts
Summary 9 The Minor Food Group PCL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 The Minor Food Group PCL: Competitive Position 2006
OISHI GROUP PCL - CONSUMER FOODSERVICE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Oishi Group PCL: Key Facts
Summary 12 Oishi Group PCL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Oishi Group Public Co Ltd: Competitive Position 2006
S & P SYNDICATE PCL - CONSUMER FOODSERVICE - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 S & P Syndicate PCL: Key Facts
Summary 15 S & P Syndicate PCL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 S & P Syndicate PCL: Competitive Position 2006
CAFéS/BARS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2001-2006
Table 13 Cafés/Bars by Subsector: Transactions 2001-2006
Table 14 Cafés/Bars by Subsector: Foodservice Value 2001-2006
Table 15 Cafés/Bars by Subsector: % Volume Growth 2001-2006
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2001-2006
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2001-2006
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2002-2006
Table 19 Brand Shares of Chained Cafés/Bars 2003-2006
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2006-2011
Table 21 Forecast Sales in Cafés/Bars by Subsector: Transactions 2006-2011
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2006-2011
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2006-2011
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2006-2011
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2006-2011
FULL-SERVICE RESTAURANTS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2001-2006
Table 27 FSR by Subsector: Transactions 2001-2006
Table 28 FSR by Subsector: Foodservice Value 2001-2006
Table 29 FSR by Subsector: % Volume Growth 2001-2006
Table 30 FSR by Subsector: % Transaction Growth 2001-2006
Table 31 FSR by Subsector: % Foodservice Value Growth 2001-2006
Table 32 Global Brand Owner Shares of Chained FSR 2002-2006
Table 33 Brand Shares of Chained FSR 2003-2006
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2006-2011
Table 35 Forecast Sales in FSR by Subsector: Transactions 2006-2011
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2006-2011
Table 37 Forecast Sales in FSR by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2006-2011
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2006-2011
FAST FOOD IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2001-2006
Table 41 Fast Food by Subsector: Transactions 2001-2006
Table 42 Fast Food by Subsector: Foodservice Value 2001-2006
Table 43 Fast Food by Subsector: % Volume Growth 2001-2006
Table 44 Fast Food by Subsector: % Transaction Growth 2001-2006
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2001-2006
Table 46 Sales of Bakery Products Fast Food by Type 2006
Table 47 Global Brand Owner Shares of Chained Fast Food 2002-2006
Table 48 Brand Shares of Chained Fast Food 2003-2006
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2006-2011
Table 50 Forecast Sales in Fast Food by Subsector: Transactions 2006-2011
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2006-2011
Table 52 Forecast Sales in Fast Food by Subsector: % Volume Growth 2006-2011
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2006-2011
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2006-2011
100% HOME DELIVERY/TAKEAWAY IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2001-2006
Table 56 100% Home Delivery/Takeaway by Subsector: Transactions 2001-2006
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2001-2006
Table 58 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2001-2006
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2001-2006
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2001-2006
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2002-2006
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2003-2006
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2006-2011
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2006-2011
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2006-2011
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2006-2011
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2006-2011
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2006-2011
SELF-SERVICE CAFETERIAS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Self-service Cafeterias by Subsector: Units/Outlets 2001-2006
Table 70 Self-service Cafeterias by Subsector: Transactions 2001-2006
Table 71 Self-service Cafeterias by Subsector: Foodservice Value 2001-2006
Table 72 Self-service Cafeterias by Subsector: % Volume Growth 2001-2006
Table 73 Self-service Cafeterias by Subsector: % Transaction Growth 2001-2006
Table 74 Self-service Cafeterias by Subsector: % Foodservice Value Growth 2001-2006
Table 75 Global Brand Owner Shares of Chained Self-service Cafeterias 2002-2006
Table 76 Brand Shares of Chained Self-service Cafeterias 2003-2006
Table 77 Forecast Sales in Self-service Cafeterias by Subsector: Units/Outlets 2006-2011
Table 78 Forecast Sales in Self-service Cafeterias by Subsector: Transactions 2006-2011
Table 79 Forecast Sales in Self-service Cafeterias by Subsector: Foodservice Value 2006-2011
Table 80 Forecast Sales in Self-service Cafeterias by Subsector: % Volume Growth 2006-2011
Table 81 Forecast Sales in Self-service Cafeterias by Subsector: % Transaction Growth 2006-2011
Table 82 Forecast Sales in Self-service Cafeterias by Subsector: % Foodservice Value Growth 2006-2011
STREET STALLS/KIOSKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Street Stalls/Kiosks by Subsector: Units/Outlets 2001-2006
Table 84 Street Stalls/Kiosks by Subsector: Transactions 2001-2006
Table 85 Street Stalls/Kiosks by Subsector: Foodservice Value 2001-2006
Table 86 Street Stalls/Kiosks by Subsector: % Volume Growth 2001-2006
Table 87 Street Stalls/Kiosks by Subsector: % Transaction Growth 2001-2006
Table 88 Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2001-2006
Table 89 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2002-2006
Table 90 Brand Shares of Chained Street Stalls/Kiosks 2003-2006
Table 91 Forecast Sales in Street Stalls/Kiosks by Subsector: Units/Outlets 2006-2011
Table 92 Forecast Sales in Street Stalls/Kiosks by Subsector: Transactions 2006-2011
Table 93 Forecast Sales in Street Stalls/Kiosks by Subsector: Foodservice Value 2006-2011
Table 94 Forecast Sales in Street Stalls/Kiosks by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Sales in Street Stalls/Kiosks by Subsector: % Transaction Growth 2006-2011
Table 96 Forecast Sales in Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2006-2011