Variety Stores in Thailand

PROSPECTS

Variety stores records steady growth thanks to value proposition

Variety stores continued to post steady growth in current value terms in 2019, with this being set to continue over the forecast period. The channel has continued to expand thanks to its popularity among middle-income consumers who tend to shop in these stores for small household items.

Japanese retailer continues its rapid ascension thanks to current trends

Thai people, especially young adults, are fond of Japanese products due to their simplicity and modern design. Moreover, a large number of Thai consumers have travelled to Japan and gained an appreciation for the minimalist concept from Japanese houses.

Price/quality ratio important

Variety stores target different consumer groups with premium chains such as MUJI appealing to urban consumers looking to complement other more expensive purchases with products from these stores. Meanwhile, 20-baht variety stores appeal to low-income families.

COMPETITIVE LANDSCAPE

MUJI introduces MUJI Café to Thailand with new store opening

After seeing dynamic growth during the review period MUJI Retail plans to diversify its business in order to grow further in Thailand. In September 2019, the company opened its largest outlet in Thailand to date, with this also being the first of its variety stores to feature a MUJI Café.

Daiso expands online as competition intensifies

Japanese company Daiso Sangyo (Thailand) Co Ltd maintained its lead in variety stores in 2019, despite increasing competition from MUJI. The company’s Daiso chain is popular with consumers thanks to its wide range of choice, including low-cost products, with it finding a good balance between price and quality.

New players eye expansion plans

Variety stores is a highly fragmented channel in Thailand, with almost three quarters of all outlets accounted for by “others” in 2019. Aside from the leading players, new companies have also entered the marketplace such as Mr.

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