Executive Summary

Aug 2019
PROSPECTS
Brands introduce special packaging and in-store displays to promote seasonal sales

Special occasions are increasingly helping to drive demand for chocolate confectionery in Thailand with consumers looking for presents especially on Valentine’s Day and in the run up to Christmas. During these festive seasons, brands often launch special packaging designs to make them more attractive as gift items.

New flavours and smaller pack sizes fuel growth

Pack size and new flavours remained the most common focus in new product development in 2018/2019. To attract young consumers players started launching new and unusual flavours, with Nestlé (Thai) Ltd, for example, launching its new Kit Kat Rose, Kit Kat Thai tea and Kit Kat Duo Milk Tea lines at the end of the review period.

Premiumisation seen with local players producing award-winning products

A growing number of premium brands entered the market over the review period. Premium brands like Godiva and Royce also have mass market product lines that are available through upscale supermarkets.

COMPETITIVE LANDSCAPE
Nestlé gains ground with innovative new flavours such as Kit Kat Duo Milk Tea

Multinational Nestlé (Thai) Ltd extended its lead in chocolate confectionery in 2019 thanks in large part to the strength of its popular Kit Kat brand. The company’s Kit Kat and Milo brands benefit from widespread distribution and strong marketing, including on television, online and in printed media.

Lindt introduces Matcha flavour as premium brands flourish

Even though the share of premium chocolate in the wider chocolate confectionery category remained low in 2019, more premium products and brands are being launched every year. Premium brands like Godiva and Royce are expanding their retail networks in Bangkok, while other premium brands, imported by independent retailers, can also be found in high-end supermarkets throughout Thailand, such as Tops Market, Gourmet Market and Villa Market.

Local players look to compete with low-pricing strategy

As the majority of Thai consumers are still price-sensitive, the use of a pricing strategy continues to work well in some parts of the country, especially in rural areas outside of Bangkok. Brands such as Jinny, Bon o Bon, and Beng Beng kept their prices significantly lower than other mass brands in 2019 in order to attract and target young children and people with lower incomes.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Chocolate Confectionery in Thailand

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Chocolate confectionery 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 Chocolate confectionery in Thailand?
  • What are the major brands in Thailand?
  • What are market opportunities for health and wellness minded dark chocolate?
  • What are market opportunities for ethically sourced chocolate?
  • How might increasingly volatile cocoa bean commodity prices impact retail prices and sales performance?

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.

Chocolate Confectionery in Thailand - Category analysis

HEADLINES

PROSPECTS

Brands introduce special packaging and in-store displays to promote seasonal sales
New flavours and smaller pack sizes fuel growth
Premiumisation seen with local players producing award-winning products

COMPETITIVE LANDSCAPE

Nestlé gains ground with innovative new flavours such as Kit Kat Duo Milk Tea
Lindt introduces Matcha flavour as premium brands flourish
Local players look to compete with low-pricing strategy
Summary 1 Other Chocolate Confectionery by Product Type: 2019

CATEGORY DATA

Table 1 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 2 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 5 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 8 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Chocolate Confectionery 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 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources