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Introduction
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- The local yogurt market is controlled by a few leaders,
each possessing excellent manufacturing and marketing
capability.
- Considerable hurdles exist for newcomers who are
attracted by solid annual turnover and impressive growth
momentum.
- The hurdles are not insurmountable – demonstrated by
the introduction of IVY drinking yogurt and its subsequent
capture of significant market share.
- Promotional campaigns by the main players are launched
frequently, as rivals attempt to protect their shares.
- "Dutch Mill", the market leader, is
currently preparing an extensive promotion campaign to
boost sales and maintain its market leadership.
- Most yogurt produced in Thailand is consumed
domestically – one notable exception is Nestle which is
using Thailand as a regional production center for its LC1
cup yoghurt.
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Description
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- Yoghurt sold in Thailand is manufactured locally from
imported milk powder.
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Size
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- The year-on-year turnover for 1999 is estimated at Bt 13
billion. This represents an average sales volume of
150,000-160,000 tons, equivalent to one-third of all dairy
products in Thailand.
- Drinking yogurt - Bt 10 billion.
- Cup yogurt - Bt 3 billion.
- Annual growth rate during the pre-crisis period were 20
percent.
- During the economic crisis growth rates fell slightly to
an average of 10-20 percent, the consumption frequency
during this time was lower.
- Yoghurt was consumed only one or two times a day.
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Major players
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Drinking yogurt:
- Ditch Mill Co.
Ltd. - Dutch Mill - (50%)
- Foremost Friesland
(Thailand) Public Co. Ltd. - Yo-Most – 30%
- Nestle (Thailand)
Ltd. - Netsle -
Cup yogurt
- Dutch Mill Co.
Ltd. - Dutch Mill - (50%)
- Foremost Friesland
(Thailand) Public Co. Ltd. – Yotmost -
- Nestle (Thailand)
Ltd. - Nestle - (18%)
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Raw material issues
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- Recent changes canceling the ruling that local dairy
manufacturers must source at least 60% of their raw
material locally should help lower production cost.
- At present imported powdered milk costs Bt 9 per liter
or 30% cheaper than the guaranteed price for local milk
(Bt 12.5 a liter).
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Trends/ recent news
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- Introduction of Nestlé's LC1 probiotic yogurt
demonstrates the confidence of the company for the Thai
market.
- This yogurt is targeted at a newly emerging segment of
18-35 year old health conscious.
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[Canned tuna] [Yoghurt] [Salty
snack food] [Instant
noodles] [Canned
pineapple]
[Candy] [Thai
agrifood] [Food industry] [Agriculture]
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