Yoghurt and Sour Milk Products in Thailand

PROSPECTS

The yoghurt assortment is being premiumised through healthier options

With the healthy-living megatrend taking root in Thailand, consumers are looking for healthier options in regard to yoghurt. New product developments generally centre on features such as a clean label, low sugar and high protein.

The convenience of drinking yoghurt is propelling its rise

Consumer demand for healthy, convenient snacks continues to drive sales of on-the-go dairy products. Drinking yoghurt product is becoming more popular and taking up more shelf space.

COMPETITIVE LANDSCAPE

Yakult Light, a new low-sugar product, generates interest from health-conscious consumers

Having been a leader in yoghurt for decades, Yakult Sales (Bangkok) Co Ltd has been able to secure its position with only one product in its portfolio. It has built a unique and effective operating model, with Yakult Ladies delivering the products door to door through direct selling.

Large players expand their ranges, but competition from small brands is rising

As consumers are looking for healthy, convenient snacks to align with their lifestyles, yoghurt and drinking yoghurt are becoming more popular across distribution channels. The overall category has become competitive as new brands have entered and new products are constantly introduced.

Health claims will become more common but price will remain important

With competition for category share strong among established and new brands, yoghurt is expected to grow amidst vibrant product innovation focused on providing healthier versions. As consumers demand transparency in regard to added ingredients and free-from labelling, premium imported and domestic brands are likely to gain more interest from health-concerned consumers by labelling their products as “free from hormones” and “organic”.

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