Executive Summary

Oct 2019
PROSPECTS
The health and wellness trend offers growth opportunities

As consumers become more health-conscious, shelf stable and packaged baked goods are likely to be avoided by many consumers, due to being high in preservatives and other artificial additives. While both small niche and major brands have launched healthier product lines to capitalise on the health and wellness trend, the growth in sales of packaged baked goods is likely to slow over the forecast period as consumers show a preference for freshly baked products.

Consumers seek exotic flavours and ingredients 

Consumers increasingly value experience over simple hunger satisfaction. Products with plain flavours and textures can no longer satisfy many consumers’ food cravings.

Players expand their distribution channels to meet hectic lifestyles 

Expanding distribution channels is also an essential strategy for baked goods. Consumers are looking for quick, convenient access to products, particularly in light of their increasingly hectic lifestyles.

COMPETITIVE LANDSCAPE
Farmhouse retains the lead with product innovations tempting consumers 

Large domestic players continued to lead baked goods in Thailand, due to their extensive assortments, wide distribution networks, competitive prices and strong brand reputations and equity. The well-known local player Farmhouse is predicted to remain the leader in baked goods in 2019.

Players increase their marketing and distribution tactics to gain value share 

Niche bakeries selling unpackaged baked goods and chained bakeries such as Saint Etoile By Yamazaki and BreadTalk are increasingly marketing themselves online to target a younger crowd. Local chained bakeries like S&P and Gateauxhouse, together with artisanal bakeries like HomeBread, Holey Artisan Bakery and Keta are promoting themselves using a local app called Wongnai.

Smaller player offer healthier items to get a slice of value share

While major brands like Farmhouse and Le Pan lead baked goods, their products contain artificial additives, which discourage purchases from some consumers, interested in maintaining their health. To gain traction, domestic niche brands have been tapping into the opportunities offered by the growing demand for healthier options.

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Baked Goods in Thailand

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Overview

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

The Baked goods 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 Baked goods 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.

Baked Goods in Thailand - Category analysis

HEADLINES

PROSPECTS

The health and wellness trend offers growth opportunities
Consumers seek exotic flavours and ingredients 
Players expand their distribution channels to meet hectic lifestyles 

COMPETITIVE LANDSCAPE

Farmhouse retains the lead with product innovations tempting consumers 
Players increase their marketing and distribution tactics to gain value share 
Smaller player offer healthier items to get a slice of value share

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in Thailand - Industry Overview

EXECUTIVE SUMMARY

Packaged food records growth in 2019, but government policies put pressure on certain players
Healthy living and social media both impact packaged food sales in Thailand
Small and niche brands benefit from adapting quickly to consumer tastes
The expansion into the online marketplace will drive growth for packaged food
The forecast for packaged food remains positive, and competition will continue to be fierce

FOODSERVICE

Sales to Foodservice
Foodservice operators favour local manufacturers who offer more affordable products
Growth in packaged food volume sales to foodservice operators set to continue
The rise of food franchises and casual-dining results in positive value sales of packaged food to foodservice
Consumer Foodservice
Third-party online food delivery services are becoming increasingly popular
Social media influencers have an impact on the foodservice choices consumers make
Consumers are increasingly visiting buffet restaurants, to experience a variety of cuisines
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

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