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Country Report

Confectionery in Thailand

| Pages: 73

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • During 2012, chocolate confectionery in Thailand is expected to continue its healthy performance despite the disturbance of the flooding situation in the last quarter of 2011, aligned with the rising consumption rate of Western-orientated foods such as milk, breakfast cereal and cheese in Thailand. The stimulation campaigns in terms of price discounts, promotion of seasonal products and advertisements are likely to be employed by players to maintain the great degree of loyalty to brands. Brand loyalty in chocolate confectionery tends to become weaker since more new brands, particularly international brands, are parading into Thailand.

COMPETITIVE LANDSCAPE

  • Nestlé (Thailand) Ltd is the leader in chocolate confectionery with 23% value share in 2012. The company’s Kit Kat brand is the top brand in chocolate confectionery. Additionally, other brands such as Milo, Crunch and Milky Bar also perform well in their respective categories. Nestlé’s chocolate has the advantage over competitors’ brands because it can be sold in hot weather without melting. This thus also helps to expand distribution channels of Nestlé because most of the traditional grocery stores in Thailand are not air conditioned. Furthermore, the company tried to push sales of its Kit Kat brand through several marketing strategies, eg Kit Kat’s Facebook page, TV advertisements and brand ambassadors like Kan Kantathavorn Kantathavorn to strengthen loyalty to the brand, which helped Kit Kat to seize higher percentage share.

PROSPECTS

  • Demand for chocolate confectionery in Thailand is predicted to bounce up after the floods subside. Even though the monetary policy to boost economic recovery coupled with the minimum wage hike may cause concern over the inflation rate that can suppress the purchasing power of Thai consumers, a wide array of chocolate brands at various taste and price points will conduce to higher chocolate consumption in Thailand over the forecast period. It is worth noting that downside risks including recurring political turmoil and natural disaster can lead to fluctuation in sales growth.

Gum

TRENDS

  • Gum in Thailand is expected to bounce up in response to rapidly improved consumer confidence in the aftermath of the devastating floods in the last quarter of 2011. To highlight, demand for gum in Thailand has been concentrated on urban dwellers and young consumers as chewing gum in public is deemed impolite in the eyes of seniors. Today’s perception towards chewing gum nonetheless is more positive, thanks to sturdy efforts of brand owners in gum to add functional and health benefits in their product concepts in parallel with superior brand images.

COMPETITIVE LANDSCAPE

  • The market landscape of gum in Thailand is consolidating as the three global players Kraft Foods Thailand, Thai Lotte and Mars Thailand accounted for 98% share of total value sales in the domestic market. Private label gum remained unavailable in Thailand whereas there was no potential domestic brand trying to challenge sales of existing giant contenders.

PROSPECTS

  • Gum in Thailand is expected to maintain moderate constant value growth at a 5% CAGR over the forecast period, driven by the new innovative products in a variety of flavours offered at competitive prices alongside the vigorous marketing activities exploited by companies to promote brands and pronounce their functional benefits. More Thai urban consumers realise the benefits of chewing gum on facets of their oral health improvement such as preventing tooth decay, adding calcium essential to teeth, whitening teeth and freshening breath.

Sugar Confectionery

TRENDS

  • Retail sales of sugar confectionery in Thailand are set to keep the positive momentum in 2012, thanks to the relentless effort of brand players to carry out new product launches in Thailand. To strengthen consumers’ loyalty to brands, the big-name contenders are not hesitating to budget for advertising campaigns as well as marketing activities to thrust themselves into the spotlight. An industry expert revealed that Thai young children and teenagers tend to have a trial of new brands of sugar confectionery or choose the brands that are catching their attention rather than attach themselves to any existing brands.

COMPETITIVE LANDSCAPE

  • Cadbury Adams (Thailand) Ltd led sugar confectionery in 2012, with 21% value share. The company saw its value share increasing by one percentage point from 2011, thanks to its Halls brand. The intriguing theme of TV advertisements exploited by Halls successfully drew attention to the brand, apart from the new packaging design in vibrant blister packs and folding cartons to stand out on the store shelves. The launch of centre-filled chewable candy named Halls Soft in 2011 was also welcomed by consumers.

PROSPECTS

  • Sugar confectionery is forecast to see the improving sales performance to reach well above Bt9 billion by 2017, representing the moderate constant value CAGR of 3% over the forecast period, up from the constant value CAGR of 2% during the review period. Aggressive marketing activities carried out by brand owners alongside the rolling out of new innovative products in stunning packages are expected to motivate sales growth.

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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 2007-2012
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2007-2012
  • Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012
  • Table 6 Chocolate Confectionery Company Shares 2008-2012
  • Table 7 Chocolate Confectionery Brand Shares 2009-2012
  • Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-2017
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2012-2017

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2007-2012
  • Table 14 Sales of Gum by Category: Value 2007-2012
  • Table 15 Sales of Gum by Category: % Volume Growth 2007-2012
  • Table 16 Sales of Gum by Category: % Value Growth 2007-2012
  • Table 17 Leading Flavours for Gum 2007-2012
  • Table 18 Gum Company Shares 2008-2012
  • Table 19 Gum Brand Shares 2009-2012
  • Table 20 Sales of Gum by Distribution Format: % Analysis 2007-2012
  • Table 21 Forecast Sales of Gum by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Gum by Category: Value 2012-2017
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2012-2017

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2007-2012
  • Table 26 Sales of Sugar Confectionery by Category: Value 2007-2012
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2007-2012
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2007-2012
  • Table 29 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2007-2012
  • Table 30 Sugar Confectionery Company Shares 2008-2012
  • Table 31 Sugar Confectionery Brand Shares 2009-2012
  • Table 32 Sales of Sugar Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2012-2017
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2012-2017
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2012-2017
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2012-2017
  • Summary 1 Other Sugar Confectionery: Product Types

Packaged Food in Thailand - Industry Context

EXECUTIVE SUMMARY

Strong post-flood recovery drives market growth

Key government policies raise unit prices

Small players penetrate market post-flood

Modern trade channels continue expansion

Future market growth driven by health trends and convenience

KEY TRENDS AND DEVELOPMENTS

Government policies and post-flood recovery bolster sales value growth

Manufacturers employ integrated marketing strategies in the social network age

Health and wellness trends drive product innovation in line with consumer interest

Industry players prepare for advent of ASEAN Economic Community in 2015

Demand for health-based independent retailers gains momentum

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

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 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 45 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 46 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 52 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 55 Company Shares of Meal Solutions 2008-2012
  • Table 56 Brand Shares of Meal Solutions 2009-2012
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 65 Company Shares of Nutrition/Staples 2008-2012
  • Table 66 Brand Shares of Nutrition/Staples 2009-2012
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 72 Sales of Packaged Food by Category: Value 2007-2012
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 75 GBO Shares of Packaged Food 2008-2012
  • Table 76 NBO Shares of Packaged Food 2008-2012
  • Table 77 NBO Brand Shares of Packaged Food 2009-2012
  • Table 78 Penetration of Private Label by Category 2007-2012
  • Table 79 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 80 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Confectionery
    • Chocolate Confectionery
      • Alfajores
      • 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
  • Analysis by flavour
  • Analysis by type
  • Pricing
  • Products by ingredient
  • 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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