The study mission provided useful information on the habits of Thai consumers. Similar to consumers in Singapore, those who live in cities, have increasingly busy lifestyles with many of them working late into the evening thus they do not have much time to prepare and cook food at home. As a result, ready meals and in particular frozen ready meals have become their preference on busy working days. Ready meals is expected to grow in Thailand with the above trend.
Charoen Pokphand Foods PCL (CP) was the leading player in ready meals in 2014 with a retail value share of 41%. The most popular brand in ready meals in 2014 was Ezy Go due to its affordable pricing, reasonable quantity and good quality of products.
Part of its successful strategy was that from 2014, CP did not place emphasis on advertising but instead focussed on improving below-the-line marketing such as encouraging the purchase of ready meals together with other types of food and offering discounts on new product launches, among other things, together with the 7-Eleven distributions channels (by CPALL, subsidiary of CP Foods).
- 6 business visits to manufacturers, packagers, logistic supply chain and learn about how best practice focus convenience food & beverage in Thailand
- A visit to the international trade exhibition: THAIFEX World of Food Asia 2016
The programme fee is PIC grant claimable. For more information, please refer to www.iras.gov.sg/irashome/PIcredit.aspx
Contact us if you are keen to participate in our next study mission