Better For You Packaged Food in Thailand

PROSPECTS

Ingredient transparency and health positioning key to attracting consumers

The healthy consumption trend in Thailand is widespread thanks to the support of social media and government campaigns. Recent initiatives have espoused the dangers of excessive sodium consumption in foods and snacks, thus encouraging Thais to change consumption habits.

Smart snacking trend drives demand for reduced fat and sugar snacks

Consumers are making smarter food choices as they are concerned about their health and wellbeing. As a result, there is higher demand for snacks that can be eaten guilt-free.

Consumers continue to prefer cheaper and widely available local brands

Locally manufactured better for you snacks are more attractive to consumers than imported brands. This can be attributed to significant price differences, as well as widespread availability.

COMPETITIVE LANDSCAPE

Dairy manufacturers spearhead shift towards reduced fat and sugar alternatives

Major dairy manufacturers, such as Dutch Mill, CP Meiji, Clouet & Co and F&N Dairies (Thailand), continue to lead sales within better for you packaged food due to their offering of a wide range of reduced sugar and reduced fat products in their drinking milk and yoghurt lines. These products are promoted as helping with leading a healthy life, rather than for indulgence.

Scope for niche brands to gain share by embracing innovation

Many niche brands have also tapped into the health and wellness trend by offering an assortment of better for you products. For instance, local niche brands such as Kuu Ne, Becky, Sai Jai, and De Lalita have introduced better for you cooking sauces through many channels, especially via online retailing.

Focus on health awareness helps leading snack brands attract consumers

In response to the fast-growing health and wellness trend, major players are adopting a strategy of offering healthier snacks. For instance, Frito Lays launched Lays Baked in response to growing negative awareness of frying methods.

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