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Country Report

Bakery in Thailand

Price: US$1,900

About this Report

Executive Summary

Baked Goods

TRENDS

  • In 2013, sales of baked goods in Thailand continued to stabilise in the post-flood situation, given the peak demand for stocking up on baked goods when the flood hit in the fourth quarter of 2011. Even though the demand for baked goods tends to slowdown in the aftermath of floods, baked goods is expected to retain its positive performance as Thai consumers in major cities are opting for convenient food choices in regard to their unchanged hectic lifestyles. A wider selection of baked goods contained in packages or artisanal format helped to spur consumption as they can better fulfil specific needs of each consumer group.

COMPETITIVE LANDSCAPE

  • President Bakery is expected to secure its leadership position in baked goods with 32% value share in 2013, due to its longstanding presence of its Farmhouse brand underpinned by its strong distribution network nationwide to optimise its manufacturing capacity across different baked goods. Its large scale of production supported in riding down the fixed cost of production, enabling the company to achieve a competitive price. Its heavy investment in research and development to discover unmet demand was deemed the source of key competency to keep ongoing product dynamics of its industrial/packaged bread and cake offerings. During the review period, the company tended to devote its resources to product development in industrial/packaged bread featuring health benefits and a variety of tastes, given the ample room to offer value creation under this category.

PROSPECTS

  • Baked goods in Thailand is predicted to grow moderately with a 5% constant value CAGR to reach Bt27.4 billion at the end of 2018, lower than the average of the review period. A slowdown over the forecast period is regarded as normal after the peak demand in the aftermath of the floods. Over the forecast period, the demand for baked goods is likely to remain as lifestyles of Thai consumers in urban centres incline to revolve around convenient food choices served in convenient stores. To retain the dynamics of baked goods in tapping into unmet demand of Thai consumers, branded players are required to expand their offering to higher tier product ranges featuring high-quality ingredients alongside health benefits to pursue greater value creation.

Biscuits

TRENDS

  • Sales of biscuits in Thailand are anticipated to experience the ongoing recovery in the aftermath of the floods in 2011, due to the steady persistence of brands in creating dynamics of brands after a restoration process. New product launches and marketing campaigns to support brands continued, particularly the new international brands to tap demand of niche consumers. Due to the stiff competition in biscuits, loyalty to brands is deemed lower and strengthening brand awareness via integrating marketing communications prove vital.

COMPETITIVE LANDSCAPE

  • URC (Thailand) is expected to continue leading biscuits in Thailand, with 27% value share in 2013. Its source of competitive advantage derives from its strong footprint in sandwich biscuits with Jack ‘n’ Jill Fun O as the leader in sandwich biscuits and the considerable value share contribution of its Jack 'n' Jill Tivoli in filled biscuits during the review period. The company also captures different consumer demand under different brands in sandwich biscuits, namely Jack ‘n’ Jill Cream-O, Drewberry and Magic alongside Lausanne in filled biscuits. The release of television advertisements and the endorsement of brand by young Thai celebrities was the key instrument boosting the sales, underpinned by its competitive prices across different categories during the review period.

PROSPECTS

  • Consumer sentiment is likely to be improved, given the stability of the political environment during the review period. The demand for biscuits is expected to benefit from an ongoing urbanisation trend in Thailand, with the needs of convenient packaged food to relieve hunger and soothe tension at work. However, movement in other substitute products such as crisps, sugar and chocolate confectionery is anticipated to affect sales of biscuits, with the extent depending on product innovation and marketing activities carried out by brands. The other factor eroding consumer spending on biscuits can be the pressure from the higher cost of living, aggravated by the rise in average unit price of biscuits itself.

Breakfast Cereals

TRENDS

  • Retail current value sales of breakfast cereals in Thailand are predicted to grow by 10% to reach Bt1.7 billion at the end of 2013, down marginally from 2012. This was due to children’s breakfast cereals encountering a slowdown due to a shrinking birth rate in Thailand as well as the concern of overweight children. The healthy growth rate still represents the growing demand for breakfast cereals amongst adults, corresponding to the ongoing health and wellness trend in Thailand. Given the hectic lifestyles of Thai consumers in urban centres, packaged breakfast cereals has growth potential, aligned with the rising consumption of milk in Thailand.

COMPETITIVE LANDSCAPE

  • Nestlé (Thailand) and Kellogg (Thailand) are anticipated to dominate this category during 2013 owing to their longstanding establishment in Thailand, coupled with their wide array of breakfast cereals including flakes, muesli, children’s breakfast cereals and other RTE cereals. They are expected to hold combined value share of 75% in 2013, with Nestlé (Thailand) constituting larger share of 43%. Both players were not hesitant in reminding consumers about their brands via integrated marketing campaigns, given that it was difficult to distinguish the product characteristics and price bands of Nestlé and Kellogg. During 2012-2013, Nestlé (Thailand) devoted its determined efforts to set the trend for weight control-based breakfast cereals targeting working women who paid close attention to body shape and beauty, given that self-confidence is now regarded as the passport to success.

PROSPECTS

  • Breakfast cereals is expected to record a respectable CAGR of 7% in constant value terms over the forecast period, up from a 6% CAGR during the review period. Breakfast cereals is likely to enjoy the potential upside, with the expansion of city areas in Thailand where the lifestyle of dwellers revolves around consumption of packaged food for convenience purposes. To save their time and budgets, more Thai consumers replace their cooked meals or traditional breakfast menus such as pork sticks, rice porridge or omelette rice menus with favourable items of breakfast cereals mixed with milk to feel refreshed before the working day.

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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 2008-2013
  • Table 2 Sales of Baked Goods by Category: Value 2008-2013
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2008-2013
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2008-2013
  • Table 6 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2008-2013
  • Table 7 NBO Company Shares of Baked Goods: % Value 2009-2013
  • Table 8 LBN Brand Shares of Baked Goods: % Value 2010-2013
  • Table 9 Distribution of Baked Goods by Format: % Value 2008-2013
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2012-2017
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2012-2017
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2012-2017
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2012-2017

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2008-2013
  • Table 15 Sales of Biscuits by Category: Value 2008-2013
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2008-2013
  • Table 17 Sales of Biscuits by Category: % Value Growth 2008-2013
  • Table 18 NBO Company Shares of Biscuits: % Value 2009-2013
  • Table 19 LBN Brand Shares of Biscuits: % Value 2010-2013
  • Table 20 Distribution of Biscuits by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Biscuits by Category: Value 2012-2017
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2012-2017

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2008-2013
  • Table 26 Sales of Breakfast Cereals by Category: Value 2008-2013
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Breakfast Cereals: % Value 2009-2013
  • Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2010-2013
  • Table 31 Distribution of Breakfast Cereals by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2012-2017
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2012-2017
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2012-2017

Bakery in Thailand - Company Profiles

President Bakery PCL in Packaged Food (Thailand)

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 President Bakery PCL: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 4 President Bakery PCL: Competitive Position 2013

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

  • Summary 7 S & P Syndicate PCL: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 8 S & P Syndicate PCL: Competitive Position 2013

Packaged Food in Thailand - Industry Context

EXECUTIVE SUMMARY

Packaged food records sales growth thanks to category dynamism

Inflation and slower income growth have a negative effect on unit prices

Large manufacturers increase penetration during a period of rising costs

Modern retail channels become increasingly important

Packaged food is expected to perform positively over the forecast period

KEY TRENDS AND DEVELOPMENTS

Government policies and macroeconomic uncertainties slow down value sales growth

Rising prices in consumer foodservice brings about both opportunities and threats to packaged food

Manufacturers expand sales across the categories within packaged food

Internet retailing plays an increasingly-important role

Brand endorsement is among the prominent marketing strategies in packaged food

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 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

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 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Penetration of Private Label by Category: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 9 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
          • 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
  • 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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