Executive Summary

Oct 2019
PROSPECTS
Breakfast cereals is a popular choice due to its quick and convenient preparation

Cereal is widely considered a Western-style breakfast option in Thailand, consumed by the younger generation at breakfast. However, with growing awareness of health and wellness and hectic lifestyles, breakfast cereals is increasingly being seen as a quick and filling meal replacement by health-conscious consumers.

Consumers seek exciting flavours from their breakfast cereals

Consumers are not only searching for something to satisfy their hunger, but also for notable and exciting eating experiences. More players, including imported and domestic niche brands, have been introducing new products using a range of unique selling points.

Muesli and granola continues to gain popularity due to its health and wellness benefits

Muesli and granola led growth in 2019, as well as the years previous. This growth was the direct result of the rise in the health and wellness trend, with ingredients used to make muesli and granola including grains, seeds, nuts and dried fruits – all known for their health and wellness benefits.

COMPETITIVE LANDSCAPE
Nestlé (Thai) continues to lead breakfast cereals, focusing on innovations

Nestlé (Thai) is a reliable and established leader in breakfast cereals in Thailand. The player’s offerings provide products for all different types of consumer groups.

An increase in choice is a threat for Nestlé (Thai)

Several niche and new imported brands are providing alternatives to Nestlé breakfast cereals in Thailand. Brands like Jordans, Diamond Grains, Familia and Sanitarium are increasingly available in large supermarkets.

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Breakfast Cereals in Thailand

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Overview

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

The Breakfast cereals 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 Breakfast cereals 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?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

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.

Breakfast Cereals in Thailand - Category analysis

HEADLINES

PROSPECTS

Breakfast cereals is a popular choice due to its quick and convenient preparation
Consumers seek exciting flavours from their breakfast cereals
Muesli and granola continues to gain popularity due to its health and wellness benefits

COMPETITIVE LANDSCAPE

Nestlé (Thai) continues to lead breakfast cereals, focusing on innovations
An increase in choice is a threat for Nestlé (Thai)

CATEGORY DATA

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