Better For You Packaged Food in Thailand

PROSPECTS

Health positioning is key to category growth

Consumers are increasingly concerned about their health and wellbeing. They are educating themselves on nutrition and scrutinising the ingredients on food labels closely in an effort to make smarter food choices.

“Smart snacking” drives better for you packaged food in both reduced fat and reduced sugar snacks

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

Reduced fat dairy remains a stalwart in BFY packaged food

Reduced fat dairy remained the main contributor to better for you packaged food in 2018. The Dutchie and Meiji brands are among the most popular as consumers are increasingly adopting healthier habits in their daily diet beyond impulse products.

COMPETITIVE LANDSCAPE

Dairy manufacturers continue to lead better for you packaged food

Major dairy manufacturers, namely Dutch Mill, CP Meiji, Clouet & Co and F&N Dairies (Thailand) continued to hold the leading positions within better for you packaged food in 2018, which can be attributed to the release of reduced sugar and reduced fat products in their drinking milk and yoghurt lines. These products are regarded as products to help lead a healthy life rather than primarily for indulgence.

Niche brands play a larger role in better for you products

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.

Major snack brands are putting an effort into promoting good health

In response to the fast-growing health and wellness trend, major industry 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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