Packaged soup is not a popular food in Thailand, and it has not seen a notable impact on its retail sales from COVID-19. At the beginning of the first lockdown in the first half of 2020, consumers preferred to stockpile cheaper products such as congee and instant noodles over soup, as these are considered more substantial and provide a fuller feeling for longer.
Consumers increasingly prefer to purchase soup without preservatives, added sugar, and MSG. This trend is particularly gaining popularity amongst health-conscious consumers and those with diabetes, high blood pressure and high cholesterol.
Local companies in Thailand are increasingly creating products that target children. Parents in Thailand tend to believe that one of the most important things they can do is help their offspring learn healthy eating habits via creating a balanced diet with food from the three main food groups: vegetables and fruit, whole-grain or carbohydrate-based products, and proteins.
After a declining performance in 2020, retail volume sales of soup are expected to return to growth in 2021 and continuing growing throughout the forecast period, although the rate of growth is set to be very slow and stable. Population growth and the rising popularity of soup amongst the elderly will be the main factors contributing to this growth.
Despite the strong influence of Western cuisine on Thai food culture, most locals still prefer local and regional style dishes. Japanese foods have been very popular among consumers across all generations for decades, and its ingredients like raw salmon, salmon roe, and tobiko eggs are easier to find in Thai supermarkets.
The number of elderly people in Thailand is increasing in line with the ageing population. In response, many players have started to develop soup products specially catering for the elderly, by incorporating ingredients which are easy to chew and digest.
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Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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