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Country Report

Thailand Flag Confectionery in Thailand

| Pages: 67

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate consumption in Thailand remained relatively low compared to other countries. Thais tend to consume chocolate on an occasional basis rather than daily. Many prefer to consume sugar confectionery, bakery products, or sweet and savoury snacks more than chocolate confectionery due to lower price points and more suitable to local preferences. However, leading brands continued to perform ongoing product innovation, marketing activities and promotions to stimulate chocolate consumption which help sustain overall volume growth and retail value growth at 7% and 11%, respectively in 2014.

COMPETITIVE LANDSCAPE

  • Nestlé (Thai) Ltd continued to dominate chocolate confectionery in 2014 with a value share of 23%. The company has several popular brands in its portfolio such as Kit Kat, Star, Smarties, Milo, Milkybar, and Crunch. The company has a strong positioning among countlines and tablets. Kit Kat dominated countlines with 50% value share, while Milo maintained its leading position among tablets with 27% value share in 2014. The company has strong distribution coverage via modern trade and traditional trade channels. The company has performed active promotional campaigns particularly for Kit Kat. In 2014, the company partnered with the 7-Eleven convenience store chain allowing consumers to collect stamps with every purchase of a four-finger Kit Kat at 7-Eleven outlets. The stamps can be used to exchange for a gift from 7-Eleven. The company also performed price promotion campaigns for Kit Kat such as buy-one-get-one-free at leading hypermarkets such as Big C and Tesco Lotus. In addition, the company has heavily performed on-ground activities for Kit Kat and Kit Kat Chunky which help stimulate overall growth of the Kit Kat brand in 2014.

PROSPECTS

  • Chocolate confectionery is likely to maintain healthy growth over the forecast period as driving by on-going marketing activities, new product innovation, and advertising of multinational operators. Value growth will likely grow stronger than volume growth due to the increased demand for premium brands which continue to make a strong penetration in modern retail channels.

Gum

TRENDS

  • Overall, gum value sales showed a marginal improvement in 2014 compared to the previous year. However, the overall growth rate remained low compared to the review period average due to less product innovation, television advertisements, and major marketing campaigns during the last two years of the review period. Overall consumption of gum in Thailand is relatively low when compared to other impulse and indulgence products like sugar confectionery, biscuits, or ice cream. The consumption is still limited to urban and younger Thais and many of them still make a purchase on an occasional basis.

COMPETITIVE LANDSCAPE

  • Kraft Foods (Thailand) Ltd, which is part of Mondelez International Inc, along with Mars Thailand and Thai Lotte continued to dominate gum in Thailand with value share of 61%, 22%, and 17% respectively in 2014. When Thai customers choose gum brands, they tend to choose well-known and long- established brands. International players benefit from global brand recognition and strong financial cash flow to support ongoing product innovation and marketing activities. Private label gum was not available in Thailand at the end of the review period.

PROSPECTS

  • Gum is anticipated to record a value CAGR of 3% at constant 2014 prices over the forecast period. Although leading manufacturers will continue to perform ongoing product innovation, marketing activities, and advertisements, the category is likely to become less dynamic compared to the review period. A slower economic situation is anticipated, thus forcing consumers to reduce non-necessity products such as gum. Value growth will likely be stronger than volume growth, driven by sugar free gum.

Sugar Confectionery

TRENDS

  • Sugar confectionery improved its performance in terms of value growth in 2014, while volume growth continued to slow down. Due to rising unit prices for sugar and production costs, these factors continued to stimulate growth of the average unit price. In addition, there were increasing amounts of premium confectionery which mostly came with a specific concept. With new claims, came incremental price increases which helped to stimulate overall value growth of sugar confectionery.

COMPETITIVE LANDSCAPE

  • Sugar confectionery in Thailand is fragmented with large numbers of players and several brands both Thai and international. However, leading manufacturers continued to lead in terms of product innovation, marketing activities, and advertising. Private label had a negligible presence in sugar confectionery since most leading manufacturers use low pricing strategies. Consumers tend to choose well-known and long-established brands which dominate sugar confectionery with affordable products. This environment presented a barrier to the penetration of private label products in sugar confectionery.

PROSPECTS

  • Sugar confectionery’s retail value is anticipated to grow by a 5% CAGR at constant 2014 prices reaching Bt11.5 billion over the forecast period. The value is expected to grow much faster compared with the volume CAGR of only 2% and volume sales of 36,310 tonnes. The ongoing health and wellness trend will likely slow down consumption of sugar confectionery. Leading players are predicted to introduce increasing numbers of sugar free products into several types of sugar confectionery such as boiled sweets or pastilles, gums, jellies, and chews to serve increasing numbers of health-conscious consumers. Other health ingredients like calcium, vitamin C, or collagen may be added to offer a healthier image to the products.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery 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 Confectionery industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery 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 Confectionery in Thailand?
  • What are the major brands in Thailand?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Confectionery in Thailand - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Sugar Confectionery: Product Types

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 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 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 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 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 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 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 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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 Flavour
  • Analysis by Type
  • Products by Ingredient

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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