Fresh soup is still preferred to packaged variants in Thailand, whether that be shelf stable soup, dehydrated soup or instant soup. With numerous street stalls, restaurants and cafés offering ethnic Thai, Asian and Western soup varieties, consumers have fewer purchase occasions for packaged soups.
The number of elderly people in Thailand is increasing in line with the ageing population. As a response, many players have started to develop soup products specially catering for the elderly, by incorporating ingredients which are easy to chew and digest.
Despite the strong influence of Western cuisine on Thai food culture, the majority of locals still mainly prefer ethnic dishes for their regular meals. Consumers are only slowly adapting to instant soup, but are tending to favour Asian-style over Western-style offerings.
Shelf stable soup has long been present in the Thai market. The most prominent brand is Campbell’s, thanks primarily to an extensive product range and strong shelf presence.
Kewpie launched a range of new shelf stable soups with no sugar or additives. Flavours in the new line range from potato cream to Japanese pumpkin and are mainly targeted at health-conscious consumers, sold through modern trade to target higher-end consumers.
Small and niche local players such as Lady Anna and Pola Pola, continue to gain share from top players like Campbell’s and Tastee. Positioned as premium and sold through upscale supermarkets like Villa Market, and Honestbee online, these brands are challenging incumbents with their healthy positioning and innovative flavours.
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This industry report originates from Passport, our Packaged Food market research database.