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Country Report

Thailand Flag Bakery in Thailand

| Pages: 72

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • Overall, baked goods recorded higher current value growth in 2014 due to rising demand for quick snacks. Thai consumers had less time to cook due to hectic and on-the-go lifestyles. Thai consumers increased their daily consumption of breads and pastries, particularly for their breakfast meals and afternoon snacks. Such products are easy, quick and convenient meals. Leading manufacturers continued to introduce new flavours and ingredients to offer wide selections of products. There was a wide range of baked goods available, from economy to premium products, and packaged versus unpackaged types.

COMPETITIVE LANDSCAPE

  • In Thailand, the range of unpackaged/artisanal products continued to be very wide. There are large numbers of independent bakeries and coffee shops in Thailand that sell unpackaged/artisanal products, including cakes, breads, sandwiches and pastries. Within packaged baked goods, President Bakery was the top-ranked branded manufacturer with a value share of 30% in 2014, followed by S&P Syndicate with 6%.

PROSPECTS

  • Baked goods will continue to maintain healthy growth in terms of both retail volume and value sales over the forecast period; however, retail value and volume growth are expected to slow compared with growth rates over the review period. Although the increasing shift towards westernisation and growing demand for quick snacks will help stimulate sales of bread, cakes and pastries, baked goods is likely to face strong competition from other categories, particularly ready meals which are widely available at key leading retail channels. Manufacturers of ready meals will continue to innovate more aggressively in terms of products, advertising and marketing activities. This will likely limit overall growth of baked goods.

Biscuits

TRENDS

  • Biscuits recorded higher current value growth in 2014 than in the previous year, stimulated by stronger consumers’ purchasing powers and greater confidence after the political turmoil of 2013. These factors helped to stimulate demand for impulse and indulgence products, including biscuits. In addition, leading manufacturers of biscuits continued with marketing activities and advertising, which helped stimulate sales growth.

COMPETITIVE LANDSCAPE

  • The category of biscuits in Thailand is fragmented, with large numbers of both multinational and domestic players. The biscuit products available cover all price ranges, from economy to premium. Premium products are mostly from international players and widely available in the specific categories of chocolate coated biscuits, savoury biscuits and crackers. Players such as URC (Thailand) Co, European Foods and United Dairy Foods Co offer products priced in the medium to economy range. Private label products have a presence in many categories, including plain biscuits, cookies, chocolate coated biscuits, sandwich biscuits, filled biscuits, savoury biscuits and crackers. The private label lines of Tesco Lotus, Big C and Tops are positioned as economy brands, while the private label lines My Choice (Central Retail Corp) and Gourmet Market (The Mall Group) are positioned as premium.

PROSPECTS

  • Biscuits will continue to show healthy growth over the forecast period, driven by many product innovations and extensive marketing activities from the leading players. Sandwich biscuits, cookies, and savoury biscuits and crackers are expected to be the best performing categories at constant 2014 prices. Chocolate-coated biscuits also still have good potential for growth. In addition, the leading players will continue to focus on expanding their production capacities, both domestically and internationally.

Breakfast Cereals

TRENDS

  • Breakfast cereals continued to record current value growth in Thailand in 2014, due to increasing product penetration, particularly among children and young adults. During the review period, several media channels and publications continued to educate consumers about the benefit to overall health of having breakfast. With the influence of Western-styled living and increasingly hectic lifestyles, breakfast cereals tie in with the demand for quick and healthy meals; however, breakfast cereals still faced strong competition from other products, such as baked goods and snack bars which provide similar benefits to breakfast cereals.

COMPETITIVE LANDSCAPE

  • Nestlé (Thai) led breakfast cereals in 2014 with a value share of 43%, followed by Kellogg (Thailand) with 33%. These two multinational manufacturers together dominated breakfast cereals in Thailand. Private label products had a negligible presence in Thailand. As the core target of breakfast cereals are middle-to-high-income consumers and parents who pay strong attention to highly nutritional breakfasts for their children, they tend to choose globally well-known brand names to ensure high quality and product nutrition. Even though a proportion of consumers are price-sensitive and they may prefer value for money products, they are not interested in purchasing private label breakfast cereals.

PROSPECTS

  • Breakfast cereals is expected to maintain healthy growth over the forecast period, driven by ongoing marketing activities and new product innovations from leading players, particularly from Nestlé (Thai) and Kellogg (Thailand). Hectic and urban lifestyles will encourage consumers to opt for breakfast cereals as suitable quick meals; however, breakfast cereals is expected to only record gradual growth, as these products will continue to face intense competition from a variety of alternatives, such as baked goods and ready-to-eat foods.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bakery industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery in Thailand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bakery in Thailand?
  • What are the major brands in Thailand?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Bakery in Thailand - Category Analysis

BAKED GOODS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 7 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 8 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 9 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2009-2014
  • Table 15 Sales of Biscuits by Category: Value 2009-2014
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 17 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 18 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 19 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 20 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 26 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 29 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 31 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Bakery in Thailand - Company Profiles

President Bakery PCL in Packaged Food (Thailand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Bakery President Pcl: Key Facts
  • Summary 2 Bakery President Pcl: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 President Bakery Pcl: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 4 President Bakery Pcl: Competitive Position 2014

S & P Syndicate PCL in Packaged Food (Thailand)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 S&P Syndicate Pcl: Key Facts
  • Summary 6 S&P Syndicate Pcl: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Packaged Food in Thailand - Industry Context

EXECUTIVE SUMMARY

Market growth rate of packaged food maintained steady performance

Packaged food prepared to access AEC (ASEAN economic community)

Ready meals made progress in mass market

Modern grocery retailers perform an important role in packaged food

Packaged food can expect a positive forecast performance

KEY TRENDS AND DEVELOPMENTS

Amidst global economic and political conflicts, sales growth and value of packaged food in Thailand continue to grow

Higher competition in packaged food

Controversial health issues in packaged food

Social media and the internet become significant marketing tools for sales growth

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Alfajores
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type
  • Products by Ingredient
  • Single Portion vs Multi-portion

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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