Sauces, Dressings and Condiments in Thailand

PROSPECTS

In response to the growing number of time-poor consumers, players release convenient cooking sauces

Thai consumers in urban areas are looking for ways to speed up cooking, seen by many as a chore in their already-busy day. Many players, especially Unilever, have developed convenient sauce mixes, all-in-one sauces, and single-serve packaging that helps reduce preparation time of fresh condiments and the need to store multiple sauces; perfect for busy consumers in urban areas.

Social media allows players to showcase their products and encourages use

Many players choose to use marketing strategies through public relations and social media channels. Players commonly use cooking tutorial videos on Facebook, Instagram or YouTube, to demonstrate the different applications of their products, encouraging usage and value sales.

As consumers become more aware of healthy living, they seek healthier products

Thai consumers are becoming increasingly health-conscious and better educated about nutrition and food labelling. When it comes to sauces, dressings and condiments, they are opting for products which are low in salt, fat and calories and do not contain preservatives or MSG.

COMPETITIVE LANDSCAPE

Kewpie partners on social media channels with influencers to target specific consumer groups

Premium sauces, dressings and condiment player Kewpie, used influencers to promote its offerings through its Facebook channel. The influencers created video content where they performed cooking tutorials, creating everyday meals with Kewpie products.

Tesco Lotus new offerings are set to boost share for private label

Tesco Lotus has launched Tesco Authentic Thai, a range which includes pad Thai meal kits, seasoning powder and green curry paste, using ingredients from local manufacturers. These new products are affordably priced and targeted at the mass market, poised to compete with leading brand Rosdee.

Players with a healthy positioning are gradually gaining share

Many manufacturers of sauces, dressings and condiments are trying to tap into the growing health and wellness trend. Unilever Thai Holdings has launched new premium product lines with a healthier positioning.

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