Packaging in Thailand

Passing of King Bhumibol Adulyadej negatively impacts sales of packaging

The passing of King Bhumibol Adulyadej on 17 October 2016 saw several restrictions being imposed during the mourning period, such as a toning-down of nightlife, parties and concerts. Some bars and nightclubs also chose to shorten their operating hours during the first month after the King’s death as a mark of respect. This affected tourist arrivals and as tourism is one of the country’s major sources of income, sales of some fmcg products such as packaged beverages were negatively impacted, which in turn affected sales of packaging in 2016.

Smaller pack sizes gain popularity in packaged food

Smaller families and more expensive houses have led to more Thai people living in smaller homes, especially in Bangkok. As a result, smaller pack sizes gained popularity in packaged food over the review period as this eases inventory and frees space in the home. The increases seen in the numbers of convenience stores in the country, located mostly in prime areas, also boosted sales of packaged food in smaller pack sizes.

Convenience drives growth in non-alcoholic drinks packaging

With increasingly hectic lifestyles, many Thai consumers are looking for more on-the-go products in industries such as packaged food and drinks in order to better manage their busy schedules. In addition to the shift towards smaller pack sizes, this has also meant higher demand for lighter packaging formats. As such, PET bottles continues to witness strong volume growth despite already being the largest contributor to soft drinks packaging in Thailand. Its light weight also makes PET easier to carry than glass and it is more durable than liquid cartons.

Beer drives demand for alcoholic drinks packaging

Leading domestic beer player Chang revamped its glass bottle lager during the final quarter of 2015 in an effort to portray a more premium and sophisticated image through packaging design. Chang has changed the colour of its glass bottles from brown to emerald green with gold labels to give the brand a more modern look. The shape of its new glass bottle has also been modified to improve the consumer drinking experience as it is said that the bottle waist has been adjusted for a better grip. The Chang and Leo lager brands were also seen to replace their 640ml glass bottles with 620ml glass bottles. This saw the 620ml glass bottles witness the fastest volume growth in alcoholic drinks packaging in 2016.

Product innovation and designs influence beauty and personal care packaging

Constant new innovation had an influence on beauty and personal care packaging in 2016. For example, multifunctional products, such as combinations of lip gloss and lip stick in single packs and different shades of blusher in single packs. In addition, brand collaborations also affected packaging design as more companies have also started to ride on the trend of customisation by offering products with personalised designs such as the engraving of names on cosmetics.

Environmentally friendly packaging is more prevalent in home care

Public education campaigns and rising internet penetration have raised consumer awareness of the importance of environmental issues in Thailand. In addition, with higher education levels, more consumers are also becoming more understanding of these issues and more willing to play their part in protecting the environment. This includes reducing the use of plastic and other packaging materials in home care products in order to minimise waste production, which is a massive contributor to Thailand’s pollution issues. Green packaging formats such as those which are biodegradable and refillable packs thus gained popularity over the review period.

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