In 2020 Thai consumers demonstrated a tendency to shift towards higher quality baked goods, such as products containing grains, vitamins, fruit and vegetables, which made health benefit claims. Wholewheat bread also gained popularity due to its greater health benefits, and suitability as a breakfast food.
Le Pan by CPRAM Co Ltd launched new products in the form of “Milk flavoured bread” and “Pink milk flavoured bread”. These are premium bread products made from unbleached wheat flour, with a milk scent and 0% cholesterol, for THB24.
In terms of distribution, bricks and mortar outlets continued to account for the bulk of sales of baked goods in 2020. Convenience stores saw a slight value share gain as consumers remained near to their homes due to lockdown restrictions.
COVID-19 has served to increase consumers’ health awareness, emphasising the trend towards healthier options that was evident prior to the pandemic. Shelf stable and packaged baked goods may see reduced demand as a result, due to high content of preservatives and other artificial additives.
In the post-pandemic environment consumers are likely to increasingly seek products offering a level of indulgence over simple hunger satisfaction. Products with plain flavours and textures can no longer satisfy many consumers’ food cravings, and following COVID-19, consumers may seek indulgent products offering some level of comfort.
As the country recovers from the COVID-19 pandemic, expanding distribution channels will also represent an essential strategy for baked goods. Consumers increasingly seek quick, convenient access to products, particularly as their lifestyles recover in the post-pandemic environment, and time becomes an increasingly precious commodity.
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This report originates from Passport, our Baked Goods research and analysis database.
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