The food and beverage market entry handbook : Thailand : a practical guide to the market in Thailand for European agri-food products.
Date: 2020-10-13
Institutions: Consumers, Health, Agriculture and Food Executive Agency
Subjects: Thailand, agri-foodstuffs, beverage industry, consumer behaviour, designation of origin, domestic market, intellectual property, market access, market approval, packaged product, trade policy, user guide

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Thailand - Market Entry Handbook  

The Food and Beverage  

Market Entry Handbook:  

Thailand: 

a Practical Guide to the Market in Thailand for European Agri-food 
Products 

  
 
 
  
  
  
 
  
 
 
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Thailand - Market Entry Handbook  

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The reuse policy of European Commission documents is regulated by Decision 2011/833/EU (OJ L 330, 14.12.2011, 
p. 39). 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Contents 
1 

The Food and Beverage Market Entry Handbook: Thailand ................................................................. 9 

1.1 

How to use this handbook ............................................................................................................ 9 

2 

Country introduction and overview .................................................................................................... 10 

2.1 

Country overview: Thailand at a glance ...................................................................................... 11 

2.1.1  Past economic and political trends ......................................................................................... 11 

2.1.2  Current economic situation and mid-term outlook ................................................................ 11 

2.1.3  Populations trends .................................................................................................................. 12 

2.2 

Geography and key markets ....................................................................................................... 15 

2.2.1  Overview of urban markets .................................................................................................... 15 

2.2.2  Snapshots of important markets ............................................................................................ 16 

2.3 

Domestic agricultural production and regions ........................................................................... 23 

2.3.1  Agriculture, climate and climate change ................................................................................ 24 

3 

Introduction to the food and beverage market and consumers ........................................................ 26 

3.1 

Overview of the food and beverage market and demand for imported products ..................... 26 

3.1.1  F&B market summary ............................................................................................................. 26 

3.1.2 

International trade in F&B ...................................................................................................... 26 

3.1.3  The market for imported F&B ................................................................................................. 28 

3.2 

3.3 

Growth Drivers and Trends ......................................................................................................... 29 

Consumer profiles and preferences ............................................................................................ 31 

3.3.2  Cultural Sensitivities and Other Considerations ..................................................................... 33 

4  Market access and entry ..................................................................................................................... 36 

4.1 

4.2 

Summary SWOT analysis ............................................................................................................. 36 

Food and beverage legislation and regulations .......................................................................... 37 

4.2.1 

Import requirements/restrictions, customs procedures and documentation ....................... 37 

4.2.2  Food safety and other food certification requirements ......................................................... 40 

4.2.3  Labelling Requirements .......................................................................................................... 45 

4.2.4  Protection of intellectual property rights, including geographical Indications (GIs) .............. 51 

4.2.5  Relevant authorities for IPR and GI protection and further contacts ..................................... 53 

4.3 

International trade ...................................................................................................................... 53 

4.3.1  Thailand and foreign trade ...................................................................................................... 53 

4.3.2  Key trade agreements, present and future ............................................................................ 53 

  
 
 
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4.3.3  EU Thailand FTA history and current status ............................................................................ 54 

4.3.4  WTO disputes and other trade barriers .................................................................................. 54 

4.3.5  Summary of key trade barriers ............................................................................................... 55 

4.4 

Operating in the Thai food and beverage market ...................................................................... 56 

4.4.1  Logistical services and transportation infrastructure ............................................................. 56 

4.4.2  Distribution ............................................................................................................................. 61 

4.4.3  Business environment ............................................................................................................. 65 

4.4.4  Key operational considerations and challenges: summary .................................................... 66 

4.4.5  Other relevant information ..................................................................................................... 66 

5  Market Snapshots for Selected Products ............................................................................................ 67 

5.1 

Fresh meat .................................................................................................................................. 68 

5.1.1  SWOT analysis ......................................................................................................................... 68 

5.1.2  Consumption ........................................................................................................................... 68 

5.1.3  Offer ........................................................................................................................................ 75 

5.1.4  Specific market entry requirements ....................................................................................... 79 

5.1.5  Distribution ............................................................................................................................. 80 

5.1.6  Challenges for EU products ..................................................................................................... 82 

5.2 

Fresh fruit and vegetables .......................................................................................................... 83 

5.2.1  SWOT analysis ......................................................................................................................... 83 

5.2.2  Consumption ........................................................................................................................... 83 

5.2.3  Offer ........................................................................................................................................ 91 

5.2.4  Specific market entry requirements ....................................................................................... 98 

5.2.5  Distribution ........................................................................................................................... 100 

5.2.6  Challenges for EU products ................................................................................................... 101 

5.3 

Dairy .......................................................................................................................................... 103 

5.3.1  SWOT analysis ....................................................................................................................... 103 

5.3.2  Consumption ......................................................................................................................... 103 

5.3.3  Offer ...................................................................................................................................... 110 

5.3.4  Specific market entry requirements ..................................................................................... 115 

5.3.5  Distribution ........................................................................................................................... 116 

5.3.6  Challenges for EU products ................................................................................................... 117 

5.4  Wine .......................................................................................................................................... 118 

  
 
 
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5.4.1  SWOT analysis ....................................................................................................................... 118 

5.4.2  Consumption ......................................................................................................................... 118 

5.4.3  Offer ...................................................................................................................................... 123 

5.4.4  Specific market entry requirements ..................................................................................... 126 

5.4.5  Distribution ........................................................................................................................... 127 

5.4.6  Challenges for EU products ................................................................................................... 128 

5.5 

Spirits ........................................................................................................................................ 130 

5.5.1  SWOT analysis ....................................................................................................................... 130 

5.5.2  Consumption ......................................................................................................................... 130 

5.5.3  Offer ...................................................................................................................................... 135 

5.5.4  Specific market entry requirements ..................................................................................... 137 

5.5.5  Distribution ........................................................................................................................... 139 

5.5.6  Challenges for EU products ................................................................................................... 140 

5.6 

Olive oil ..................................................................................................................................... 142 

5.6.1  SWOT analysis ....................................................................................................................... 142 

5.6.2  Consumption ......................................................................................................................... 142 

5.6.3  Offer ...................................................................................................................................... 147 

5.6.4  Specific market entry requirements ..................................................................................... 150 

5.6.5  Distribution ........................................................................................................................... 151 

5.6.6  Challenges for EU products ................................................................................................... 152 

5.7 

Chocolate and confectionery .................................................................................................... 153 

5.7.1  SWOT analysis ....................................................................................................................... 153 

5.7.2  Consumption ......................................................................................................................... 153 

5.7.3  Offer ...................................................................................................................................... 160 

5.7.4  Specific market entry requirements ..................................................................................... 167 

5.7.5  Distribution ........................................................................................................................... 168 

5.7.6  Challenges for EU products ................................................................................................... 170 

5.8 

Beer ........................................................................................................................................... 172 

5.8.1  SWOT analysis ....................................................................................................................... 172 

5.8.2  Consumption ......................................................................................................................... 172 

5.8.3  Offer ...................................................................................................................................... 177 

5.8.4  Specific market entry requirements ..................................................................................... 180 

  
 
 
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5.8.5  Distribution ........................................................................................................................... 182 

5.8.6  Challenges for EU products ................................................................................................... 183 

5.9 

Pet food ..................................................................................................................................... 185 

5.9.1  SWOT ..................................................................................................................................... 185 

5.9.2  Consumption ......................................................................................................................... 185 

5.9.3  Offer ...................................................................................................................................... 188 

5.9.4  Specific market entry requirements ..................................................................................... 190 

5.9.5  Distribution ........................................................................................................................... 192 

5.9.6  Challenges for EU products ................................................................................................... 193 

5.10 

Ice cream ................................................................................................................................... 194 

5.10.1 

SWOT analysis ................................................................................................................... 194 

5.10.2 

Consumption ..................................................................................................................... 194 

5.10.3  Offer .................................................................................................................................. 196 

5.10.4 

Specific market entry requirements ................................................................................. 199 

5.10.5 

Distribution ....................................................................................................................... 200 

5.10.6 

Challenges for EU products ............................................................................................... 201 

5.11 

Prepared baby food .................................................................................................................. 202 

5.11.1 

SWOT analysis ................................................................................................................... 202 

5.11.2 

Consumption ..................................................................................................................... 202 

5.11.3  Offer .................................................................................................................................. 204 

5.11.4 

Specific market entry requirements ................................................................................. 206 

5.11.5 

Distribution ....................................................................................................................... 208 

5.11.6 

Challenges for EU products ............................................................................................... 209 

5.12 

Processed fruit and vegetables ................................................................................................. 211 

5.12.1 

SWOT analysis ................................................................................................................... 211 

5.12.2 

Consumption ..................................................................................................................... 211 

5.12.3  Offer .................................................................................................................................. 213 

5.12.4 

Specific market entry requirements ................................................................................. 214 

5.12.5 

Distribution ....................................................................................................................... 215 

5.12.6 

Challenges for EU products ............................................................................................... 215 

5.13 

Pasta .......................................................................................................................................... 217 

5.13.1 

SWOT analysis ................................................................................................................... 217 

  
 
 
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5.13.2 

Consumption ..................................................................................................................... 217 

5.13.3  Offer .................................................................................................................................. 219 

5.13.4 

Specific market entry requirements ................................................................................. 220 

5.13.5 

Distribution ....................................................................................................................... 221 

5.13.6 

Challenges for EU products ............................................................................................... 222 

5.14  Baked goods .............................................................................................................................. 224 

5.14.1 

SWOT analysis ................................................................................................................... 224 

5.14.2 

Consumption ..................................................................................................................... 224 

5.14.3  Offer .................................................................................................................................. 226 

5.14.4 

Specific market entry requirements ................................................................................. 228 

5.14.5 

Distribution ....................................................................................................................... 229 

5.14.6 

Challenges for EU products ............................................................................................... 230 

5.15  Biscuits and cereal bars ............................................................................................................. 231 

5.15.1 

SWOT analysis ................................................................................................................... 231 

5.15.2 

Consumption ..................................................................................................................... 231 

5.15.3  Offer .................................................................................................................................. 233 

5.15.4 

Specific market entry requirements ................................................................................. 235 

5.15.5 

Distribution ....................................................................................................................... 236 

5.15.6 

Challenges for EU products ............................................................................................... 237 

6 

Communication ................................................................................................................................. 238 

6.1.1  Online & Digital Media .......................................................................................................... 238 

6.1.2  Traditional Media .................................................................................................................. 241 

6.1.3  Fairs and exhibitions ............................................................................................................. 241 

6.2 

Advertising regulations ............................................................................................................. 241 

7 

Thailand Etiquette ............................................................................................................................. 243 

7.1 

7.2 

Quick facts ................................................................................................................................. 243 

Key DOs and DON’Ts ................................................................................................................. 245 

8 

Directory of Trade Support Projects, Organisations, and Service Providers .................................... 246 

8.1 

8.2 

8.3 

8.4 

European Union Organisations ................................................................................................. 246 

Directory of EU Member State Embassies/Consulates ............................................................. 248 

Other organisations and service providers ............................................................................... 251 

Calendar of trade events and exhibitions in 2020 .................................................................... 254 

  
 
 
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8.5 

Database of professionals’ contacts ......................................................................................... 256 

8.5.1  List of relevant buyers, importers and distributors .............................................................. 256 

9 

European GIs protected in Thailand ................................................................................................. 261 

  
 
 
 
 
 
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1  The Food and Beverage Market Entry Handbook: Thailand 

This  Handbook  is  intended  to  act  as  a  reference  for  those  agri-food  producers  planning  for,  or  in  the 
process of entering, the Thai market. This Handbook provides step-by-step guides on entering the agri-
food market in Thailand including relevant information such as analysis of the Thai market for different 
product categories, market access and market entry procedures, IP protection, referrals to professional 
buyers and a signposting and referral system providing useful contacts and ways to penetrate the Thai 
market.  

1.1  How to use this handbook  

Depending on your stage of market entry, company profile, and product range, different sections within 
this handbook will be helpful to a different extent for your business strategies.  

For those wishing to learn more about the Thai food and beverage market in general, section 2 provides 
a general country overview; section 3 provides and overview of the agri-food market; and section 3 an 
overview  on  market  entry.  These  latter  two  sections  contain  information  on:  the  food  and  beverage 
market,  market  access  procedures,  customs  procedures,  SPS  and  labelling  requirements,  intellectual 
property protection, including the status of geographical indications. The information contained within 
these sections is of a general nature and so may not be relevant for those in the more advanced stages of 
market entry.  

If you want to find out more information relevant for your product, then check out the Market Snapshots 
for Selected Products (section 5). This content illustrates the market situation, market access procedures, 
SPS requirements etc. specific for this product or product category. This information will provide more 
industry specific information to consider as part of any market entry or market expansion strategies.  

If you already have decided that the Thai market is where you want to be, but you need some support, 
then the Support Services Directory can point you in the right direction. Contact information for a service 
provider,  business  facilitation  support  organisation,  or  from  a  business  contact,  could  help  put  you  in 
touch with the right parties who can help you to build your brand in the Thai market.  

  
 
 
 
 
 
 
 
 
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2  Country introduction and overview  

Capitals:  

Bangkok 

Population:  

69 Million   

Area: 

513 120 km2  

Political structure:  

Unitary Parliamentary Constitutional Monarchy  

Major languages: 

Thai 

Major religions: 

94% Buddhism, 4% Islamic, 1% Christian  

Life expectancy: 

Total Population 75.3 years (Male 71.8 Years, Female 79.3Years) 

Currency: 

Thai Bhat 

 THB/; 1 EUR = 34.5 THB (2019 average) 

GDP growth: 

Exports: 

Imports:  

฿

3.8 % (2019) 

66.82% of GDP (2018) 

56.49% of GPD (2018) 

Main exports*:  

Office Machinery (9.2%), Integrated Circuits (5.6%), Delivery Truck (4.4%) 

Main imports*: 

Electrical Machinery (18%), Mineral Fuels including oils (15.7%), Machinery 
including Computers (12.4%) 

Unemployment rate:  0.7% (2019) 

Labour force: 

            68% (2019) 

Main industries:          Agriculture:       6.5 % of GDP 

Industry:  

35% of GDP 

Services:  

46% of GDP 

Average household income (2019): 

EUR 11 561  

Household expenditure on food and beverages (2019): EUR 2 978  

Food and beverage market size (2019):  

EUR 73.4 billion  

Sources: Euromonitor International: Economies and Consumers, 2020; IMF; UN, World Bank; WHO, ECB. * Goods only listed 

  
 
 
 
 
 
 
 
 
  
 
  
 
 
 
 
 
 
 
 
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2.1  Country overview: Thailand at a glance 

2.1.1  Past economic and political trends 

•  Thailand is a strategic location in South East Asia, despite this the nation has remained largely 
independent throughout its history and avoided western colonisation that inflected its neighbours. 
•  Thailand’s independence throughout its history has led to a largely homogenous nation ethnically, 

linguistically and religiously.  

•  Thailand was at the centre of the 1997 Asian financial crisis and has since recovered. 
•  Thailand has been a democracy since the mid-1970s, albeit with some challenges. 

Thailand is a historical nation with ethic Thais inhabiting the region today known as Thailand since the 11th 
century.  Despite  a  number  of  empires  rising  and  falling  within  its  vicinity  coupled  with  later  western 
colonisation in the region, the nation of Thailand has remained largely independent throughout its history. 
This independence has allowed the Thai culture to flourish throughout its history and today the nation is 
very ethnically, linguistically and religiously homogenous. The head of state in Thailand currently is King 
Vajiralongkorn  who  rules  a  throne  that  has  remained  in  place  for  almost  800  years,  leading  to  much 
admiration  and  respect  for  the  royal  family  of  Thailand.  Thailand  for  most  of  its  existence  has  had  an 
economy which was largely focused on agriculture. However, since the cold war era the nation has been 
slowly  closer  aligned  to  the  west  and  this  opened  up  the  country  to  investments  and  business 
opportunities allowing the Thai economy to rapidly develop in the 1980s; for each of the years 1980-84, 
the country recorded above 5% GDP growth rates. The Thai economy ran into difficulties during the 1990s 
which  cumulated  with  the  1997  Asian  financial  crisis  and  the  collapse  of  the  local  currency  the  Bhat. 
However, the country had recovered by 2001 and managed to repay its debts to the IMF by the year 2003, 
ahead of schedule. The 2004 earthquake and consequent tsunami ravaged the South East Asian region 
and Thailand was no exception, the country’s economy suffered as a result. Politically, Thailand has been 
an  effective  democracy  since  the  1970s,  and  despite  numerous  uprisings  and  political  challenges,  it 
effectively remains a democracy to this day. Thailand has had some political upheaval revolving around a 
2006 Coup d’état which led to an era of political uncertainty. The situation did then stabilise, but further 
coups d’état in 2013 and 2014 led to the installation of a military led government before elections took 
place again in 2019. 

2.1.2  Current economic situation and mid-term outlook 

•  Thailand has stabilised after an era of political upheaval.  
•  Thailand is an influential member of the ASEAN Political bloc. 
•  The Thai government is committed to reforming and modernising the country. 
•  Agriculture will remain key for employment in the country. 

The economy was one of many effected by the 2008 financial crisis and political upheaval in the country 
also played a role in economic stagnation. However, the economy had stabilised by 2014 and recorded 
continuous economic growth rates up until 2019 which included year GDP growth rates hovering around 
4% year on year (Figure 2-1). Thailand has one of the lowest rates of unemployment in the world. In 2016 
the  current  government  unveiled  the  Thailand  4.0  initiative,  a  programme  of  economic  reforms  and 

  
 
 
 
 
 
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investments to transform the nation from a middle-income economy to a high-income economy in five 
years. The initiative includes the creation of additional economic clusters and corridors in the country and 
investments in high tech digital start-ups and initiatives. Thailand as a member of ASEAN holds political 
influence in the region.  

Despite the fact that agriculture’s share of GDP has been slowly declining since the 60s, the industry still 
plays a huge part in the economy and culture of Thailand. Thailand is one of the world’s largest exporter 
of rice.  32 % of Thailand’s land is arable. Agricultural employment accounted for more than half of total 
employment for almost three decades and was stimulated by the government via subsidy policies since 
2011-2012. Today agricultural workers account for 34% of the total workforce though they create only 
7%  of  the  country’s  GDP.  Employment  in  the  service  sector,  expected  to  be  Thailand’s  new  engine  of 
growth, is yet to increase significantly. Tourism and manufacturing also remain significant to the economy 
of Thailand.  

Figure 2-1: Real GDP Growth and Per Capita GDP in Thailand: 2013-2019 

Note: Data for 2019 is forecast. GDP per capita are in constant 2018 prices 
Source: Euromonitor International: Economies and Consumers, 2020 

2.1.3  Populations trends  

•  The population has reached 69 million, making it the 20th most populous country in the world.  
•  The  population  has  aged  since  2000,  with  an  increase  in  the  median  age  and  the  decrease  of 

fertility rate (to 1.5% in 2020).  

•  The  population  is  set  to  gradually  decrease  from  the  late  2020s.  Working-age  population  as 

percentage of total population is expected to decline to 52 % by 2040 

•  Half of the population of Thailand is urban and it is concentrated in the Northern and Southern 
regions (50% in Bangkok and its vicinity). The population is highly ethnically homogeneous (91.5% 
is Thai).  

  
 
 
 
 
 
 
 
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Thailand has a population of around 69 million people. The population grew steadily from 1960 to 2000 
(3.5% per annum). The industrialization process during the mid-1980s came together with a rapid inflow 
of migrant workers, with around 2-3 million irregular immigrants arriving in the late 1990s (more than 
half of which were from Myanmar, with Cambodia and Laos also common origins) 1. 

The growth rate in percentage terms has fallen since 2000 to under 0.3% per year today, and this trend is 
predicted to continue over the coming years2. The urbanisation process, the decrease in the fertility rate, 
and the aging population (the over 65 population is expected to increase to represent 1/5 of the total 
population by 2030) could generate future challenges for the labour market as working-age population 
(15-59 years) is expected to decline from around 68% of the total population in 2010 to 52 % by 20403.  

Thailand’s age pyramid has a narrow base indicating declining birth rates with each succeeding age group 
getting smaller than the previous one (Figure 2-2). .  

1 Chantavanich S, Jayagupta R (2009) Immigration to Thailand: the case of migrant workers from Myanmar, Laos, 
and Cambodia. In: Sagal U, Elliot D, Mayadas N (eds) Immigration worldwide: policies, practices, and trends. Oxford 
University Press, New York. 
2 P. Warr, Thailand’s Development strategies and Growth Performance, World Institute for Development Economics 
Research, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.434.7678&rep=rep1&type =pdf  
3  The  state  of  Thailand’s  Population  2015,  Features  of  Thai  Families  in  the  Era  of  Low  Fertility  and  Longevity, 
https://thailand.unfpa.org/sites/default/files/pub-pdf/State%20of%20Thailand%20Population%20report%202 
015-Thai%20Family_en.pdf   

  
 
 
 
 
 
                                                            
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Figure 2-2: Age Pyramid in 2019 and 2040 in Thailand 

Source: Euromonitor International: Economies and Consumers, 2020. Note: Data for 2030 is forecast. 

In Thailand the major population is concentrated in the Northern and Southern regions, almost half of 
them in Bangkok, and are ethnically Thai, Khmer and Malay4.  

Thai people make up the largest ethnic group of Thailand. Representing 91.5% of the population, Thai 
people form part of the Tai ethnolinguistic Southeast Asian population that includes central Thai, northern 
Thai, southern Thai, and Isan people, predominantly Theravada Buddhists. Tham bun or merit-making is 
a common practice which involves donating food or another donation to the monk or [?] a contribution 
to the maintenance of the temple. The Khmer people (2.3% of the population of Thailand) are native to 
Cambodia  and  belong  to  the  larger  and  older  Austroasiatic  Language  Family  currently  situated  in  the 
provinces of Surin, Buriram, and Sisaket, confined in rural areas of rice farming. They speak the Khmer 
language  and  most  follow  the  Khmer  variation  of  Buddhism,  influenced  by  the  Theravada  Buddhism’s 
worship  of  ancestors  and  Shamanism.  Malays  represent  2.1%  of  the  population  and  belong  to  the 
Austronesian groups of  peoples, generally found in the southern regions of  Thailand, and are  coastal-
traders with a strong cultural practice. They are mainly Sunni Muslims and observe most of the major 
Islamic holidays and festivals. Other ethnic groups in Thailand are Bamar (1.5%), Karen (0.6%), Chinese 
(0.4%) and Hmong (0.3%). Overall there are an estimated 2.5m foreign residents in Thailand. While the 

4 Pholphirul P, Kamlai J (2014) How much do low-skilled immigrants contribute to the Thai economy?: analysis of 
three  methodologies.  Asian  Pacific  Migr  J  23(1):85–112;  Sujarittanonta,  P.  and  Kamseang,  C.  2017.  Competition: 
Missing  Piece  in  Innovation  Equation.  Bank  of  Thailand  Symposium  2017;  World  Bank  Group.  2016b.  Thailand 
Systematic Country Diagnostic: Public Engagement (Online). www.worldbank.org/thailand. 

  
 
 
 
 
 
                                                            
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majority,  around  70%  come  from  neighbouring  Myanmar,  Cambodia  and  Laos,  there  are  also  notable 
groups from Europe, China, the US and Japan. 

Tourism in Thailand 
Thailand is a major tourism destination; at around 38m tourists per year, it is the 9th most visited country 
in the world; and the second most visited country in Asia after China. As the average tourist stays around 
10 days in Thailand, this means that, on average, Thailand hosts around 1m tourists at any given time; 
making it a notable additional, albeit non-resident group. ASEAN and China are the most important origins 
of tourists, each counting for just over 10m visitors per year. Europe accounts for just under 7m tourists 
per year and the Americas a bit under 2m. 

2.2  Geography and key markets 

Thailand is located in South East Asia and borders the nations of Cambodia, Laos, Myanmar and Malaysia. 
The country acts as a key crossroads in the South East Asian region and its location allows it to exert key 
political and economic influence in the region.  

•  The Thai highlands makeup the north of the country and is a region dominated by rugged hills and 

mountains which extend into the Himalayas mountains.  

•  The central region of the country is often referred to as the heartland of the country and the rice 
bowl of Asia as the regions’ rivers and topography allow for scalable and extensive agricultural 
activity in the region.  

•  Eastern Thailand is characterised by short mountain ranges which are often suitable production 

for fruits.  

•  Southern Thailand is characterised by coastal regions with mountains dotted across the region. 

This forms the industrial and service hub of the country. 

2.2.1  Overview of urban markets  

A large number of urban markets in Thailand are centred around the coast of the country and the Capital 
region Bangkok. The city of Bangkok is home to 5 million individuals with its metro region extending the 
population to around 14 million. Bangkok forms the political and economic core of the country and the 
situation in the city drastically impacts the rest of the country. Bangkok is the largest primate city in the 
world with a population around 20 times the size of the second biggest city in the country, Nonthanburi. 
The population of Thailand is roughly split in half between urban and rural with the city of Bangkok and 
its periphery accounting for most urban residents. The country of Thailand as a whole is made up of 76 
administrative regions and one special administrative region, the capital Bangkok. As seen in Figure 2-3, 
the population is spread out fairly evenly throughout the country with the South, the capital region around 
Bangkok  and  touristic  coastal  regions  making  up  a  large  percentage  of  the  total  population  with  a 
population cluster to the north around the city of Chiang Mai. 

  
 
 
 
 
 
 
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Figure 2-3: Administrative regions of Thailand 

Provinces of Thailand by region  

Capital: Bangkok (Krung Thep Maha Nakhon) – special administrative division 

  North: Chiang Mai. Chiang Rai, Lampang, Mae Hong Son, Nan, Phayao Phrae, Uttaradit 
  North East: Amnat Charoen, Bueng kan, Buriram, Chaiyaphum, Kalasin, Khon Kaen, Loei, Maha Sarakham, Mukdahan, 
Nakhon Phanom, Nakhon Ratchasima, Nong Bua Lamphun, Nong Khai,Roi ET, Sakon Nakhon, Sisaket, Surin, Ubon 
Ratchathani, Udon Thani, Yasothon  

  West: Karachanaburi, Phetchaburi, Prachuap Khiri Khan, Racthaburi, Tak  
  Central: Ang Thong, Chat Nai, Kampheang Phet, Lopburi, Nakhon Nayok, Nakhon Pathom, Nakhon Sawan, Nonthanburi, 
Phathum Thani, Phetchaburi, Phichit, Phitsanulok, Phra Nakhon SI Ayutthaya, Samut Prakan, Samut Sakhon, Samut 
Songkhram, Saraburi, Sing Buri, Sukhothai, Suphan Buri, Uthai Thani  
East: Chachoengsao, Chanthaburi, Chonburi, Prachinburi, Rayong, Sa Kaeo, Trat 
South: Chumphon, Krabi, Nakhon Si Thammarat, Narathwai, Pattani, Phang Nga, Phatthalung, Phuket, Ranong, Satun, 
Songkla, Surat Thani, Trang, Yala  

Source: Agra CEAS based on various 

2.2.2  Snapshots of important markets 

As was seen in Figure 2-3, a large percentage of the Thai population live around the Bangkok metropolitan 
area, making Bangkok the key market and nearby Pattaya an interesting market. There are also a number 
of large cities located on the southern Thai coast which is also a prime location for retirees and tourists; 
among these Phuket and Hat Yai stand out as being particularly interesting. Across central and northern 

  
 
 
 
 
 
 
 
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Thailand there are a small number of large cities and indeed only Chiang Mai stands out as a major market 
(Udon  Thani,  while  it  has  certain  potential  attractions,  is  ultimately  quite  a  small  market).  Figure  2-4 
presents the identified focus markets. 

Figure 2-4: Location of focus markets 

Source: Agra CEAS 

  
 
 
 
 
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Bangkok Metropolitan Area 

Thailand - Market Entry Handbook  

Key facts: 
Total GDP (current prices):  
Real GDP growth (2019):  
Food and non-alcoholic beverage market (2019): 
Population:  

EUR 237 bn 
2.7% 
EUR 21.87 bn 
5.4m; metro area up to 14m 

Bangkok is almost 20 times larger than the second largest city in the country. It is therefore inevitably the 
economic and political core of Thailand. With a population of 5.4 million, it is the second largest city in the 
ASEAN bloc behind Jakarta and is a key business hub for the South East Asian region. The city acts as a 
gateway for entry into Thailand and many international companies and banks have set their South East 
Asian headquarters in the region. Bangkok’s metro area extends the city’s population to 14 million people 
with as many as 5 million commuters travelling to the city each day; creating a huge potentially reachable 
market of almost 30% of the Thai population. 

Bangkok  is  amongst  one  of  the  world  most  visited  cities  and  tourism  forms  a  crucial  part  of  the  local 
economy. Bangkok alone accounts for 48% of the service sector of Thailand which is a sector that in turn 
accounts for 46% of the country’s GDP. The city of Bangkok is also home to one of the largest automobile 
manufacturing centres in South East Asia.  

Bangkok is one of the most diverse cities in both Thailand and south east Asia with 75% of residents being 
Thai, 14% being Thai Chinese and the rest being made up of Malay and a number of immigrants from the 
South East Asian region and beyond. The city of Bangkok is associated with dishes such as Pad Thai. Its 
local Chinatown district, which is one of the largest Chinatowns in the world, offers a selection of foods 
from  both  Thailand  and  China.  The  city  of  Bangkok  largely  influences  further  cultural  and  economic 
practices in the rest of Thailand given its disproportionate size.  

The  city  of  Bangkok  is  home  to  two  international  airports,  Suvarnabhumi  airport  and  Don  Mueang 
International.  Suvarnabhumi  has  surpassed  Don  Mueang  as  the  largest  airport  in  Thailand  and  is  the 
largest entry point into Thailand with over 63 million passengers travelling through the airport in 2018. 
Bangkok’s Khlong Toei Pot (maritime?) port is one of the largest in the nation and welcomes up to 20% of 
Thailand’s total freight traffic.  
Bangkok is currently constructing a new railway station which will be known as Bang Sue Grand Station. 
When constructed, finalisation expected by end 2020, it will be the largest railway station in South East 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Asia.  This  infrastructure  reinforces  Bangkok’s  position  as  the  key  national  transportation  hub,  and  an 
important regional one.  
Factbook 
Sources 
https://www.cia.gov/library/publications/the-world-factbook/geos/th.html;  Government  aims  for  5  million  train  commuters 
daily,  The  Bangkok  Post,  Available  at  https://www.bangkokpost.com/thailand/general/1394186/govt-aims-for-5-million-
bangkok-train-commuters-daily 

CIA  World 

International: 

Euromonitor 

Consumers, 

Economies 

2020; 

and 

Pattaya Chonburi metro area 

Key facts: 
Total GDP (current prices):  
Real GDP growth (2019):  
Food and non-alcoholic beverage market (2019): 
Population:  

EUR 32.7bn 
4.4% 
EUR 2.3bn 
320 000 city; 1.8 million metro area 

Pattaya  is  the  second  most  visited  city  in  Thailand  and  is  at  the  centre  of  the  Pattaya-Chonburi 
Metropolitan area which has a combined population of roughly 1 million people [1.8 million? See above?]. 
Pattaya began to develop into a tourism hub in the 1960s and today tourism forms a key segment of the 
local economy. 
Most  residents  in  the  city  are  ethnic  Thais  with  migrant  workers  and  seasonal  workers  also  being  a 
significant percentage of the local population. 

A growing number of individuals from western and South east Asian nations are choosing Pattaya to retire. 
Pattaya is attractive for retirees due to the climate and general cost of living. Pattaya is located in what is 
known  as  the  Eastern  Economic  Corridor  (EEC);  an  initiative  from  the  Thai  government  to  stimulate 
economic activity in the region. This initiative is leading to the construction of infrastructure projects in 
the city such as a new airport and deep seaport which will open up the city to additional tourists in the 
future and increase the city’s significance to the Thai economy. The EEC also foresees the development of 
certain industries – including food processing – making it a potentially interesting area for importing agri-
food goods for further processing. 

14 million visitors went to Pattaya in 2018 which contributed 70% of the total economic income of the 
city. The growth of Pattaya’s tourist sector is linked the numerous tourist attractions such as Wat Khao 
Phra bat Temple and Ramayana which is one of the largest waterparks in Asia. The main dish from the 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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region is Pattaya fried rice. The city is influenced by the many visitors it receives each year leading to a 
more open and liberalised market which compounds the consumption of imported goods in the city. 
Sources: Business Dynamics :Thailand, Economies and Consumers, 2020; (Thailand); Thai Businesses to revitalise Pattaya tourism 
via economic zone, Nikkei Asian Review, https://asia.nikkei.com/Business/Business-trends/Thai-businesses-to-revitalize-Pattaya-
tourism-via-economic-zone; Pattaya eyes becoming economic hub of EEC, VOV, https://english.vov.vn/economy/pattaya-eyes-
becoming-economic-hub-of-eec-404710.vov 

Hat Yai  

Key facts: 
Total GDP (current prices):  
Real GDP growth (2019):  
Food and non-alcoholic beverage market (2019): 
Population:  

EUR 4.7bn 
1.5%  
less than EUR 1bn 
380 000 (metro); up to 1m (region) 

Hat Yai is one of the largest cities in the south of Thailand and the fourth largest in the country as a whole. 
Hat Yai forms a key economic core for that region of the country. The city is home to an international 
airport which welcomed 4.9 million visitors in 2019 and continues to grow as efforts to attract visitors to 
the city continue. Hat Yai is the transportation hub of southern Thailand with the largest railway station 
in the south of the country and the location of the Asian highway network which passes through the city. 
A large amount of goods destined for Malaysia will pass through the city as the major highway to the 
country is located here and traders from Malaysia will often use Hat Yai as a hub for their activities in 
Thailand.  

The demographics of the city make it an interesting outlier in the context of Thailand as the city is home 
to a significant amount of Malay-Muslim and Thai Chinese ethnic groups. Hat Yai is an attractive city for 
visitors from Singapore and Malaysia due to its geographic location and lower costs compared to both 
countries. The city of Hat Yai is known for its selections of sticky rice’s and fried chicken, foods influenced 
from nearby Malaysia also impacts the city as the city is located just 60 Km from the Malaysian borders.  
Sources:  Euromonitor  International:  Economies  and  Consumers,  2020;  Green  city  action-plan  for  Songkhla  and  Hat  Yai 
Municipalities, 
at 
https://www.adb.org/sites/default/files/related/41572/imt-gt-green-city-action-plan-songkhla-hat-yai-municipalities-2015.pdf 

Indonesia, 

Malaysia 

available 

Thailand 

triangle 

growth 

and 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Chiang Mai  

Thailand - Market Entry Handbook  

Key facts: 
Total GDP (current prices):  
Real GDP growth (2018):  
Food and non-alcoholic beverage market (2019): 
Population:  

EUR 3.9bn 
3.5% 
less than EUR 1bn 
~960 000 (city and surrounds) 

Chiang Mai is the largest city in northern Thailand and forms a key economic and cultural centre for the 
north of the country. Chiang Mai is also a city of significance for followers of the Buddhist religion as the 
city is home to almost 300 Buddhist temples. A famous dish that is synonymous with the city is Khao Soi, 
a noodle soup made with hand cut rice and egg noodles. As the city is the largest in northern Thailand it 
acts as an important transportation hub for both the northern Thai region and the movement of goods 
and people into neighbouring Laos and Myanmar. 

The city has a small airport with most flights connecting with Bangkok. The city is known for its greenery 
and one is often regarded as one of the most environmentally friendly cities in Thailand which offers a 
contrast from the capital city of Bangkok which in turn leads to many residents of Bangkok having vacation 
homes in the city of Chiang Mai.  

As part of to the Thailand 4.0 initiative, the government of Thailand has designated the city of Chiang Mai 
as  a  digital  city  with  many  elements  of  the  city’s  economy,  from  the  service  sector  to  the  agricultural 
sector, set to receive numerous investments in order to digitalise and modernise these sectors.  

As Chiang Mai is off the beaten path it has managed to preserve much of its local history and Buddhist 
traditions which makes the city an increasing tourist hotspot in the country, with tourism forming an ever 
growing element of the city’s economy. 
Sources: Euromonitor International: Economies and Consumers, 2020; Chiang Mai: The future of creativity, Kyoto Review of SEA, 
Available at https://kyotoreview.org/yav/chiangmai-the-future-of-the-creative-economy-in-thailand/ 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Phuket Island  

Thailand - Market Entry Handbook  

 Key facts: 
Total GDP (current prices):  
Real GDP growth (2019):  
Food and non-alcoholic beverage market (2019): 
Population:  

EUR 9 bn 
5.7% 
less than EUR 1bn 
430 000+ (island/metro area)  

Phuket is a melting pot of diverse ethnicities from ethnic Thais to Thai Chinese and Malays. Phuket is hot 
and humid throughout the year and is one of the most visited cities in Thailand. Phuket is the largest island 
in Thailand and is also composed of 32 smaller islands off its coast. Phuket is one of the major tourist 
destinations  in  Thailand.  It  has  the  second  highest  GDP  per  capita  in  Thailand  outside  of  the  Bangkok 
metropolitan area.  

Traditionally agriculture has been the main component of the economy of the island however this has 
gradually faded as services and the tourist sector today dominate the islands economy. Annually, Phuket 
receives roughly 9 million visitors which is significant for an island with a population of around 430 000 
(of which around 4/5 are Thai). Phuket is home to a wide variety of food and beverages with many western 
products being readily available on the island to cater for the large number of tourists there. 

Seafoods are the main foods associated with Phuket however one can find most foods available on the 
island throughout the day from ramen shops to high end restaurants being common sights on the island.  
Many bars exist on the island and many will stock imported alcohols to cater to the large number of visitors 
the island annually receives.  

Rubber  trees  are  the  second  largest  component  of  the  economy  of  Phuket  and  is  significant  towards 
making Thailand the largest rubber producer in the world.  
Sources:  Euromonitor  International:  Economies  and  Consumers,  2020;  Discover  Thailand,  Phuket  –  Overview,  Available  at 
https://evolutiontour.com/57-description-of-phuket/, Economy of Phuket, Phuket.net, Available at https://www.phuket.net/  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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2.3  Domestic agricultural production and regions 

With 20.4 million hectares of farmland (around 40% of total land and 60% of the used land), Thailand is 
one  of  the  main  agricultural  producers  and  exporters  in  Asia  thanks  to  its  great  biodiversity:  it  is  the 
world's  second  largest  rice  exporter,  and  a  major  exporter  of  sugar  cane,  cassava,  pineapple,  rubber 
cashew nuts, corn, tobacco, cotton, cocoa soybeans, medical plants, dairy, fishery products, and palm oil.  
More than half of the country's farmland surface is dedicated to rice cultivation. Thailand dominates much 
of the world rice market, despite increasing competition from India and Vietnam. Rice remains the main 
component of the Thai diet and one of the main exports of the country.  

Thailand is the leading Asian producer of sugar cane and the second largest producer in the world, after 
Brazil.  Sugar  cane  is  highly  dependent  on  the  weather  conditions  (85%  of  the  plantations  depend  on 
rainfall);  and  this  explains  its  price  fluctuations  in  international  markets,  and  its  domestic  production 
decrease since 2015.  

The production of natural rubber has also been reduced due to the low prices of raw materials on the 
world  market.  In  recent  years,  Thailand  has  become  one  of  the  world's  largest  producers  of  this  raw 
material, whose production is mainly concentrated in the south of the country. Tapioca, extracted from 
the root of cassava, has increased in importance due to the export demand for feed. In recent years, some 
of the production of palm oil, coconuts, cassava and sugar cane has been used as a biofuel as these crops 
can produce more energy than is required to make them. 

The poultry sector has been widely acknowledged as the greatest agri-business success story in Thailand, 
transforming  itself  over  the  past  four  decades  from  near  universal  backyard  farming  into  a  leading 
exporter.  Today  Thailand  has  one  of  the  most  advanced  broiler  production  sectors,  with  levels  of 
efficiency and overall performance equal or exceeding that of most countries in the world. This is reflected 
by its massive trade surplus in poultry. 

As previously commented, 1/3 of the population in the agricultural sector creates only 7% of the GDP, 
though agriculture has demonstrated its capacity of absorbing surplus labour in areas such as the north-
eastern region where the poorest and largest population lives. Agricultural wages tend to be low, though 
they  show  positive  real  growth  over  time.  The  dispersion  of  land  ownership  explains  some  of  the 
challenges to competitiveness of Thai agriculture, since it prevents small farmers from obtaining benefits 
based on economies of scale. For this reason, there has been a push/trend in favour of large agricultural 
companies  to  ensure  greater  stability  for  farmers.  The  use  of  fertilizers  in  the  sector  has  increased 
significantly in recent years (by about 40%). However, agricultural productivity generally remains low due 
to low yields and difficulties for farmers to diversify their harvests, considering the reduced (comparatively 
small?) surface of irrigated areas (just over 6m hectares). 5 

5 Klyuev, V. 2015. Structural Transformation - How does Thailand Compare? International Monetary Fund, IMF 
Working Paper, WP/15/51.  

  
 
 
 
 
 
 
 
                                                            
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Various instruments have been tried as a way to increase agricultural competitiveness and combat the 
low wages in the agricultural sector. These include customs protection for sensitive sectors, soft loans to 
farmers, subsidies to production factors (water, fertilizers and fuels, among others; most notably in the 
rice and sugar sectors) and technical assistance. Thailand's tariff policy continues to be quite protectionist 
on certain agricultural products, with currently applied MFN tariffs generally ranging from 0% to 65%, 
with an average of around 25-30%. The recently launched ‘Thailand 4.0’ government strategy intends to 
boost the economy improving agricultural productivity among other industries (see box below). 

Thailand 4.0 strategy and agriculture 
The main objectives in terms of agriculture are to increase the yield per cultivated area, optimize the 
consumption of water, fertilizers and insecticides and other chemical products and reduce the harmful 
effects on the soil, animals and people. It is intended that different technological solutions be used to 
attain this goal, according the type of farmer; those technological solutions which have been earmarked 
for four different farmer types are as set out below: 

•  Traditional farmers: Automatic or semi-automatic irrigation systems. Fertilization systems. N-
K-P  sensors  and  drones  with  multispectral  camera.  Logging  and  prediction  software  and 
applications. Farm machinery. Performance data processing services. 

•  Fruit and vegetables export-oriented producers: Plant stress monitoring sensors. Soil moisture 
and water tension sensors. Crop climate and growth monitoring systems. Maturation analysis 
sensors for the regional climate. 

•  New Generation Farmers and Agricultural Investors: Greenhouses for tropical climate. Water 
and  fertilizers  system  and  sensors.  Thermometers.  Pesticide  type  and  quantity  monitoring 
systems. Sensors and lighting systems.  

•  Smart and Precision Agriculture: Cup structure measurement systems and sensors. Large area 
management and monitoring technology. Knowledge transfer in management. Technology for 
logistics efficiency. 

2.3.1  Agriculture, climate and climate change 

As noted above , Thailand’s harvest is highly dependent on the weather conditions (rice and sugar cane in 
particular); and hence is subject to climate change. The southern, north and north-eastern regions are 
projected to receive higher negative impacts than east and central regions. Rain fed farms, where the 
poorest Thai population is harvesting, are more sensitive to climate change than irrigated farms. Impacts 
on harvests and large losses  are expected as a result of climate change going forwards, and arguably 
some  of  the  actions  of  the  government,  including  the  Thailand  4.0  initiative  outlined  above,  aim  to 
mitigate these impacts.6 

6 Attavanich, W. 2018. How is climate change affecting Thailand’s Agriculture? A literature review with policy update. 
Online at https://mpra.ub.uni-muenchen.de/90255/ MPRA Paper No. 90255; Attavanich, W. 2017. Effects of Climate 
Change on Thailand’s Agriculture: New Results. Working Paper. Department of Economics, Faculty of Economics, 
Kasetsart University. 

  
 
 
 
 
 
 
                                                            
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Thailand  is  highly  exposed  to  the  effects  of  climate  change  such  as  the  rising  sea  levels  and  extreme 
weather  events.  Droughts  are  a  persistent  feature  of  Thailand's  climate  and  recently  appear  to  be 
worsening year by year. 

Seasons in Thailand 
Thailand has three tropical seasons: rainy, winter and summer according the monsoon winds.  

•  Rainy  or  southwest  monsoon  season  (mid-May  to  mid-October).  The  southwest  monsoon 
prevails over Thailand and abundant rain occurs over the  country. In the Southern  Thailand 
East Coast abundant rain remains until the end of the year.  

•  Winter or northeast monsoon season (mid-October to mid-February). Mild period of the year, 
quite cold in December and January in upper Thailand and rainfall in the Southern Thailand East 
Coast. This is when rice is harvested. 

•  Summer  or  pre-monsoon  season  (mid-February  to  mid-May).  Transitional  period  from  the 
northeast  to  southwest  monsoons.  The  weather  becomes  warmer,  especially  in  upper 
Thailand.  This  is  when  tapioca,  soybean  and  tropical  fruits  such  as  durian,  mangosteen, 
rambutan, logan, salak and langsat are generally harvested. 

Climate in the North is near sub-tropical with conditions favourable for the production of cool-season 
crops almost throughout the year.  

  
 
 
 
 
 
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3  Introduction to the food and beverage market and consumers 

3.1  Overview of the food and beverage market and demand for imported 

products 

3.1.1  F&B market summary 

As noted in section 2.3, Thailand has a considerable agricultural production. The food and beverage sector 
contributes significantly to Thai employment (around 600 000 people in processing alone), representing 
23% of the gross domestic product (GDP), and 18% of exports (food is around 13% and agricultural raw 
materials  4-5%).  There  has  been  an  industrialization  in  food  industry  to  meet  customer  demand.  As  a 
result    food  manufacturers  and  also  consumers  increasing  holding  the  power  in  the  food  chain  that 
previous was held by farmers. The food processing sector has grown rapidly in recent years in Thailand, 
generally at a rate ahead of that of GDP.7  

3.1.2 

International trade in F&B 

Recent data places Thailand as the second largest agri-food exporter in Asia, after China. As noted above 
Thailand  has  strong  agricultural  production  supported  by  a  good  proportion  of  arable  land.  Thailand’s 
principal food exports include rice, canned tuna, sugar, meat, cassava products, and canned pineapple 8. 

Although the second-largest rice exporter in the world with a 22% market share, the country is facing 
increasing competition from Vietnam, as well as leading rice exporter India. Sugar exports generates USD 
2.66 billion, positioning the country as the second largest exporter just under a 10% market share, though 
the country has suffered a 42% decline in sales values due to the worldwide decrease in the sugar value 
during the last five years. Thailand is also the biggest exporter of natural rubber in the world. 

In addition to the agricultural exports identified above, major food and beverage exports include meat 
preparations  which  target  Japan  and  UK;  processed  fish  and  animal  food  to  Japan  and  USA  as  main 
destination markets; and other processed fruits and nuts to USA, China and Japan.9 The major food and 
beverage imports are soybean meal (19%) mainly from Brazil and Argentina and edible preparations as 
beer, wine, alcohol, flavoured water, etc (11%) from Singapore and USA; rolled tobacco (9%) and malt 
extract  (~7%)  from  Singapore,  South  Korea  and  Philippines;  and  animal  food  (5%)  from  Netherlands, 
France and UK 10. 

The EU has trade deficit in agri-food production with Thailand, as its imports in 2013 were valued at EUR 
1.6 billion while the exports from the EU to Thailand were valued at EUR 1.2 billion (Figure 3-1).  

7 Europe’s food sector at a crossroads. https://www.tcd.ie.; S. Lekuthai, “The importance of the food industry to the 
Thai  economy:  an  input-output  perspective,”  ASEAN  Economic  Bulletin, vol.  24, pp. 238-253,  2007; United State 
Department of Agriculture. Thailand. https://www.fas.usda.gov/data/thailand-food-processing-ingredients-0 
8 UNCTAD Statistics 2018. https://unctadstat.unctad.org/CountryProfile/GeneralProfile/en-GB/764/index.html. 
9 OEC World Profile Country (2017). https://oec.world/en/profile/country/tha/#Imports 
10OEC World Profile Country (2017). https://oec.world/en/profile/country/tha/#Imports 

  
 
 
 
 
 
 
                                                            
 
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As  per  Figure  3-1,  the  structural  deficit  had  been  slightly  increasing  between  2014  and  2018,  with 
commodities exports from the EU to Thailand decreasing, though exports of processed food (including 
wine)  and  food  preparation  imports  have  increased  over  the  same  period;  however  it  subsequently 
narrowed in 2019. 

Figure 3-1: Structure of EU-27 agri-food trade with Thailand, 2009 to 2019 

Source: European Commission: agri-food trade statistical factsheet, European Union – Thailand. Based on Eurostat-COMEXT data. 

As observed in Figure 2-1 notable exports from EU to Thailand in 2019 covered by the sector snapshots in 
this handbook were, in terms of value:  
•  Milk powders and whey (9%) 
•  Pet food (8%) 
•  Wine, vermouth and vinegar (4%) 

  
 
 
  
 
 
 
 
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Figure 3-2: Top EU-27 agri-food exports to Thailand in 2018 

Source: European Commission: agri-food trade statistical factsheet, European Union – Thailand. Based on Eurostat-COMEXT data 

3.1.3  The market for imported F&B 

The economic growth and urbanisation in Thailand over the last few decades had contributed to growing 
demand for higher-value fresh and processed products among a well-educated, middle and upper-income 
population.  Bangkok’s  metropolitan  area,  and  increased  tourism  contribute  to  increasing  demand  for 
quality imported food and beverages from the EU, Australia, USA, Japan and South Korea.  

Traditional fresh food markets are preferred by consumers, but ready-to-eat food items are emerging as 
popular  alternatives  to  home  cooking,  opening  opportunities  to  provide:  fresh  fruit  and  vegetables; 
smoked  salmon  and  seafood;  Japanese-style  delicacies;  grain  and  cereal  products;  chocolate  and 
confectionery; natural fruit juice and drinks; jams and spreads; dairy products and milk powder; pasta; 
salted  snacks;  and  some  meat  and  meat  by-products  (e.g.  raw  materials,  sometimes  with  halal 
certification). 

As previously observed in Figure 3-1 Thailand’s agri-food imports from EU had been decreasing in value 
since 2015, because of the impact of the following categories: agricultural food and feed products (wheat, 
rice, cereals, flours, soybeans, sugar, milk powders and whey, etc), and food preparations and beverages 
(pet  food,  pasta,  chocolate,  coffee  and  tea,  spirits  and  liqueurs,  beer,  waters  and  soft  drinks,  etc).  In 
particular, the categories pet food, other feed and feed ingredients presented an increase in value in 2016, 
with  a  slow  decrease  afterwards.  Milk  powders  and  whey  and  food  preparations  categories  had  been 

  
 
 
  
 
 
 
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decreasing in value since 2014. On the contrary, non-edible products (raw hides, wood and silk, cotton, 
etc) imported from EU, had increased during the period 2014-2018 11. 

The principal EU 27 countries with a relevant market share in food and beverage imports are Netherlands 
and France.  

3.2  Growth Drivers and Trends  

As per Figure 3-3 the three key drivers of the Thai market that stand out at present are as follow: 

1. 

Increasing levels of urbanisation. Presently, Thailand’s 69  million population  (2019) is roughly 
split 50-50 between those living in rural areas  and those living in urban areas. However, the urban 
population has been steadily increasing for over a decade, bringing higher levels of income and 
changes in lifestyles. Bangkok, being home to almost 14 million citizens when its metro area is 
included, is by far the largest urban centre; and many consumer practises done in the city will 
resonate across the country, as a large percentage of the Thai population will need to travel to 
the city at some point in their lives. This is because the city is the economic and political centre of 
the  country.  In  contrast  to  their  urban  counterparts,  those  living  in  rural  areas  face  additional 
challenges to access imported goods. Slower and sometimes non-existent internet connections, 
the lack of retailers selling imported goods and the abundance of goods produced in rural areas – 
all leading to a lack of exposure to western brands. This in turn makes rural consumers a much 
hard consumer group to penetrate in comparison to urban ones. 

2.  Digitally influenced population. Thais have embraced smartphones, in turn increasing access to 
the internet; roughly 70% of the Thai population now have access to the internet. Indeed, the 
adoption of the internet means that an increasing proportion of the population tries to work from 
home or freelance. Social media adoption has increased alongside internet usage; in recent years 
it has been common for many Thais to associate their social media profiles with a platform to sell 
their goods and services.  Urban  consumers are particularly  likely to receive information about 
sales  and  new  products  through  these  platforms.  Retailers  have  caught  onto  this  driver  and 
notable  examples  include  marketing  campaigns  by  Tesco  Lotus  and  Big  C  which  placed  an 
emphasis on social media. More information on digital media in Thailand can be found in section 
6.1.1. 

3.  The importance of tourism. As previously noted, Thailand receives some 39 million visitors a year, 
making it the second most visited country in Asia after China. With the average tourist staying 10 
days, the country effectively hosts, on average, 1m tourists at any one time; a substantial number 
in the context of its population of 69 million. Tourism is an important driver of the economy, and 
this is reflected by its estimated 20% contribution to the GDP of Thailand. The average tourist is 
estimated to spend approximately THB 50 000 (almost EUR 1 500) during their stay in Thailand. 
While  the greatest  number of tourists come from  China closely followed by  the ASEAN region 
(around  10m  each),  the  higher  per  person  average  expenditure  of  the  7m  European  tourists 
means that the overall importance of European tourists for expenditure is greater than that of 

11 European Commission: agri-food trade statistical factsheet, European Union. Thailand Based on Eurostat-COMEXT 
data 2018.  

  
 
 
 
 
                                                            
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Thailand - Market Entry Handbook  

those from China or ASEAN. This is partly because  tourists from Europe (as well as the Americas) 
are more likely to stay longer (2-3 weeks). The small group of middle eastern tourists are those 
which spend the most per person on average. 12 

Figure 3-3: Growth drivers and trends – the Thai food and beverage market 

Drivers
-Increasing urbanisation
- Digitally influenced 
population
- Importance of tourism

Trends
-Rising incomes
- Brand consciousness 
- Physical shopping but 
digital influences

Demand for 
imported 
products

Source: Agra CEAS based on European Commission agri-food factsheet; Euromonitor International and various (see footnotes). 

Following on from the drivers, the main trends at present of relevance to imported food products are as 
followed: 

1.  Rising incomes driving more luxury purchases. Thailand is becoming a middle-income country as 
the combination of increased urbanisation and economic growth in Thailand is leading to higher 
average levels of income; which in turn is leading to increased consumer confidence and changes 
in  consumer  habits.  Expenditure  on  more  luxurious  goods  is  unsurprisingly  increasing  as  a 
consequence.  As  may  be  expected  the  increase  of  expenditure  on  more  luxurious  goods 
disproportionately  favours  consumers  with  higher  levels  of  income.  Nonetheless,  on  average 
Thais  have  shown  a  willingness  to  spend  and  outspend  consumers  of  other  countries  in  the 
immediate vicinity. 

2.  Brand consciousness. Thai consumers have repeatedly been identified as the most brand loyal 
consumers in the south east Asia region. Often, Thais are willing to spend more to obtain their 

12 
https://knoema.com/atlas/Thailand/topics/Tourism/Travel-and-Tourism-Total-Contribution-to-GDP/Contribution-
of-travel-and-tourism-to-GDP-percent-of-GDP; https://www.geckovilla.com/thailand-tourism-statistics.html 

https://www.thaiwebsites.com/tourism-income-Thailand.asp; 

  
 
 
 
 
 
                                                            
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favourite brands and will remain loyal to the said brands – this is fairly universal across product 
categories. However, generally a brand must be in the top tier of its category in order to attract a 
strong following and loyalty. Against the background of rising incomes set out above, this brand 
consciousness makes Thailand an interesting market for branded products. As noted above and 
in section 6.1.1, some operators have tried to leverage digital media to increase brand popularity. 
3.  Physical shopping preferred, but with digital influence. It is estimated that almost half of sales in 
Thailand are digitally influenced, with consumers often conducting research regarding purchase 
online, with social media particularly popular for this. However, while growing, the e-commerce 
channel is limited by some factors. Firstly, the Thai have a love of physical shopping .There has 
been  a  boom  in  the  number  of  shopping  malls  in  Thailand  in  recent  years,  and  shopping  is  a 
popular  pastime,  particularly  in  urban  centres  and  tourist  destinations.  Secondly,  there  are 
concerns regarding the security of payment by credit or debit card; though many e-retailers are 
overcoming this through payment on delivery. As urban lives become busier, there is the potential 
for  greater  e-commerce  with  particular  potential  for  “informal”  e-commerce  through  social 
media.  That  said,  in  the  food  and  retail  space  the  convenience  store  has  grown  greatly  in 
popularity  of  late,  through  its  ability  to  combine  physical  shopping  with  convenience.  Food 
delivery for food service has also increased in popularity13. 

3.3  Consumer profiles and preferences 

3.3.1.1  Consumer profiles  

Against the drivers and trends set out in section 3.2 above, certain elements should be borne in mind 
when considering the consumers to address in Thailand. Most notably: 

•  The  urban-rural  divide.  As  already  noted  above,  there  is  an  increasing  rate  of  urbanisation  in 
Thailand; with Bangkok standing out as by far the largest urban centre. Various factors, including 
the retailing infrastructure, level of income and general exposure to western brands make the 
urban markets more attractive for imported products. That said, rural consumers are increasingly 
shopping  online  –  in  similar  proportions  to  urban  consumers  –  making  access  to  imported 
products,  including  potentially  some  food  and  beverage  ones,  easier.  City  dwellers  are,  on 
average, younger than rural residents. 
Income  levels  and  expenditure  on  non-essential/luxury  items.  While  Thailand  has  very 
successfully reduced the poverty rate in the country, income equality remains very high – more 
so  than  any  other  country  in  ASEAN  according  to  some  statistics.  As  would  be  expected,  the 
likelihood  of  consuming  more  luxurious  or  non-essential  goods  and  services  increases  with 
income; though interestingly, beyond very low income levels this relationship is fairly linear rather 
than  exponential  (i.e.  increases  in  income  do  not  disproportionately  increase  the  likelihood  of 
non-essential  purposes).  This  may  be  due  to  the  aforementioned  greater  willingness  to  spend 

• 

Euromonitor 

International: 

13 
https://www.bcg.com/publications/2017/globalization-go-to-markets-five-consumer-trends-watch-thailand.aspx; 
https://santandertrade.com/en/portal/analyse-markets/thailand/reaching-the-consumers 
https://www.consultancy.asia/news/451/rising-incomes-are-shaping-new-consumer-trends-in-thailand; 
https://theaseanpost.com/article/growing-gap-between-richest-and-poorest-thais  

Consumers, 

Economies 

and 

2020; 

; 

  
 
 
 
                                                            
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Thailand - Market Entry Handbook  

than  in  other  countries  in  the  region;  which  is  ultimately  reflected  in  Thai  consumers’  higher 
average household debt than that of consumers in neighbouring countries. In relation to gender 
Thailand has a very even income disparity with many Thai women being very well educated and 
earning the same and, in some cases, more than their male counterparts.  

•  The importance of tourism for shaping some areas. The importance of tourism for Thailand as a 
whole (38m visitors a year, 20% of GDP) was established in the previous section. Overall, Bangkok 
and southern Thailand are the most popular regions for foreign tourists, though some parts of 
north and central Thailand are also popular. In tourist-focused hotspots such as Phuket, the tourist 
industry can play a defining role for the shopping environment. It can also have notable impacts 
in larger cities which welcome large numbers of tourists, such as Chiang Mai and Pattaya. Most 
notably  it  impacts  the  demand  for  imported  goods  particularly  in  the  beer,  spirits  and  wine 
sectors. It is also worth noting that Thailand’s unique culinary culture also attracts many visitors 
who out the unique dishes that Thailand has to offer. 

•  Brand consciousness and loyalty. Thai consumers are brand conscious, and as noted above the 
most brand loyal in the south east Asia region. An estimated 4/5 of Thai consumers will look for 
their favourite brand when making a purchase decision. While there is a general willingness to 
pay  more  for  the  habitual  brand,  this  does  not  mean  that  brand  overrides  price  at  all  costs. 
However, the combination of brand and the perception of a bargain (often e.g. through haggling 
at the time of purchase) is a powerful one in Thailand.  

•  The concept of minimalism. There is an inherent connection between the Buddhist religion and 
minimalism;  and  this  can  feed  through  to  purchasing  behaviour.  The  minimalist  tendency  can 
manifest itself in a couple of main different ways; either by the aversion of some consumers to 
purchase certain non-essential items; or the preference of consumers to purchase a higher quality 
item that will last, rather than a lower quality one14. 

While the various factors highlighted above should be taken into consideration when considering target 
consumers, the following rather broad consumer types bring together some of the elements mentioned. 
•  The  freer  spending,  more  impulsive  consumer.  This  consumer  group  embodies  several  of  the 
elements mentioned above; brands are important to them, shopping is an enjoyable activity, and 
purchasing behaviour is more spontaneous. Against this background, brands sold at discounts can 
be  particularly  appealing.  These  consumers  pay  attention  to  information  through  a  variety  of 
marketing channels. The aggregate income level of these consumers is likely to be quite high. 
•  Quality focused minimalists. While this consumer is less likely to purchase non-essential items, 
when they do, they are likely to focus more on quality. They are also more likely to pay attention 
to  attributes  of  brands  such  as  sustainability,  environmental  and  community  impact.  The 
purchasing behaviour of these consumers tend to be more influenced by family and friends than 

Euromonitor 

International: 

14 
https://www.bcg.com/publications/2017/globalization-go-to-markets-five-consumer-trends-watch-thailand.aspx; 
https://santandertrade.com/en/portal/analyse-markets/thailand/reaching-the-consumers 
https://www.consultancy.asia/news/451/rising-incomes-are-shaping-new-consumer-trends-in-thailand; 
https://theaseanpost.com/article/growing-gap-between-richest-and-poorest-thais  

Consumers, 

Economies 

and 

2020; 

; 

  
 
 
 
                                                            
33 | Page  

Thailand - Market Entry Handbook  

by  more  commercial  marketing  channels.  Such  consumers  are  more  commonly  well-educated 
with more moderate levels of income; and are based in larger cities15. 

3.3.2  Cultural Sensitivities and Other Considerations  

Thailand is a unique nation and its independence throughout history has allowed the country to remain 
in touch with its traditionalist roots which still largely influence the country today. Thai families are very 
close and it is not uncommon for a family to remain in a home for generations. Eating food together as a 
family remains a key feature of the Thai culture, particularly in rural areas and Thais who move to urban 
areas will continue to feel a connection to their homes in rural areas. Typical dishes consumed in Thailand 
include Pad Thai, the national dish of the country which includes a combination of vegetables, spices and 
meats. Thais will typically consume a large amount of vegetables and spices in their daily consumption 
habits. 1617  

3.3.2.1  Regional differences 

As  already  noted  in  section  2.2.1,  the  centre  around  Bangkok  represents  the  most  developed  and 
urbanised region of the country by some margin and provides a stark contrast to the largely rural areas in 
the north of the country. There is a slight north-south divide with the south of the country being largely 
wealthier than the north of the country and hosting the majority of the population of Thailand.  

3.3.2.2  Traditional cuisine and the local pallet 

Thai dishes typically consist of a mix of rice, spices, vegetables and meat or fish. Different variations of 
these ingredients can be found in Thai dishes with each region of the country typically having its own 
unique blend. Pat Thai is Thailand’s national dish and is emblematic of the many dishes found in Thailand.  

As the country is large and at the crossroads of many nations in South East Asia many regional differences 
combine influences from both Thailand and the nations in vicinity of the region. An example is the South 
of Thailand which is influenced by the culture of Malaysia with a larger Islamic population translating to 
higher  consumption  of  halal  foods.  The  centre  around  Bangkok  is  the  most  developed  region  of  the 
country and the influence of Chinese immigrants to the city is prevalent with the presence of Bangkok 
Chinatown being an example of this. The north of the country sharing a border with Myanmar and Laos is 
also influenced through its neighbours with Myanmar dishes such as Kaeng Hang Le a pork curry being 
popular here. The centre of Thailand is said to have the mildest dishes which include Jasmine rice. North 
Eastern Thailand typically consumes sticky rice, and this is viewed as a staple in the region and is typically 
combined with a selection of meats. 

15 Euromonitor International: Economies and Consumers, 2020 
16  Respect  and  Humor,  how  to  be  culturally  sensitive  in  Thailand,  The  spriceroads  cycling  blog,  Available  at 
http://blog.spiceroads.com/2015/11/25/respect-and-good-humour-how-to-be-culturally-sensitive-in-thailand/ 
17 Table manners and food etiquette in Thailand Tripsavvy https://www.tripsavvy.com/table-manners-in-thailand-
1458507 

  
 
 
 
 
 
 
 
                                                            
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3.3.2.3  Colours 

Thailand - Market Entry Handbook  

Specific colours in Thailand, as is common in many Buddhist majority nations, have certain associations. 
Firstly, red, white and blue is commonplace in the country as these are the colours of the flag and by 
extension associated with Thailand as a whole. The red symbolises the blood of those who fought for 
Thailand,  the  blue  represents  the  royal  family  and  the  white  typically  is  said  to  represent  purity  and 
Buddhism. Green, black and in some cases blue, are colours associated with mourning in Thailand. 

Lucky  colours  of  the  day  are  also  a  cultural  phenomenon  in  Thailand  with  the  following  colours  being 
associated with luck on a given day: 

•  Monday- Yellow  
•  Tuesday- Pink 
•  Wednesday – Green 
•  Thursday – Orange 
•  Friday- Light Blue 
•  Saturday- Purple 
•  Sunday – Red 

These  colours  and  days  are  said  to  be  influenced  by  Hinduism  but  remain  a  popular  cultural  trait  in 
Thailand. 

3.3.2.4  Cultural symbols 

Thailand is home to many cultural symbols which include: 

•  The Elephant which is the national animal and features on national stamps and regional state 

seals. 

•  The Monarchy - Images of the royal family are so respected that laws 
exists which includes punishment for anyone degrading or negatively 
alternating  them,  which  extends  to  the  local  currency    featuring 
members of the Royal family.  

•  Phra  Khrut  Pha  (right)–  The  national  emblem  of  the  country;  it  is  a 

mystical creature associated with Buddhism and Hinduism and has been 
used  as  an  image  associated  with  the  royal  family  and  Thailand  for 
centuries. 

3.3.2.5  Celebrations and Festivals 

Buddhist Calendar Year 
As Thailand is a majority Buddhist nation its population follows the traditional Buddhist calendar. While 
the Gregorian calendar is used for official practises, the Buddhist calendar is used to celebrate events 
related to the religion. The Buddhist calendar in Thailand is 543 years ahead of the Gregorian calendar 
with the Year 2020 corresponding to the year B.E. (Buddhist Era) 2563. The calendar consists of 12 -13 
months which translates to 354, 355 or 384 days in the year depending on the lunar cycle.  

  
 
 
 
 
 
  
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Thailand - Market Entry Handbook  

Many national celebrations are tied to the Buddhist religion and the royal family. 

•  Magha Puja - The third most important Buddhist festival in the calendar year, this day usually falls 
on the full moon of the third calendar month and is associated with reverence. Alcohol sales are 
banned on this day. 

•  Chakri Day- National holiday on 6th April which commemorates the establishment of the Chakri 

dynasty. 

•  Songkran  –  Songkran  is  on  the  13th  April  each  year  and  has  recently  been  extended  to  allow 
celebrations to last five days to the 18th April. These days observe Thai new year and the passage 
into a new astrological cycle which is typically associated with animals with 2020 being the year 
of the rat. 

•  Vesak- A holiday which commemorates the birth and death of the Buddha, the founder of the 

majority Buddhist religion. This day falls on 7th May. 

•  Beginning  of  Vassa-  Vassa  will  last  from  the  6th  July  to  1st  October  and  is  associated  with  the 
Buddhist religion as a time of abstentions of certain products such as alcohol and tobacco. It is 
similar to lent observed in the Christian faith.  

•  Chulalongkorn Memorial Day- This is an important day in the Thai calendar as citizens on this day 
pay respect to king Chulalongkorn, a figure largely associated with the revitalisation of Thailand 
in the 20th Century. The day of commemoration takes place on 23rd October. 

•  Constitution Day - This day which falls on 11th December is a national holiday in Thailand and 
many workers will have the day off to commemorate the adoption of Thailand as a Monarchy 
which took place in 1932.  

3.3.2.6  Gift giving 

Gift giving is not common in Thailand and largely only takes place on special occasion such as weddings 
and birthdays. There are however some superstitions that surround the practise in the country, which 
may also impact the packaging of any products intended as presents. Most notably, one should not wrap 
a  present  in  green  or  black.  These  colours  are  largely  associated  with  mourning  and  have  negative 
connotations associated with them in the context of gift giving. Also, it is not common for Thais to open 
presents in front of the giver; nor for guests invited to a home to bring a gift with them.18 

18 Anglo info, Thai Customs and Etiquette, Available at 
https://www.angloinfo.com/how-to/thailand/moving/country-file/customs-etiquette 

  
 
 
 
 
 
 
                                                            
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Thailand - Market Entry Handbook  

4  Market access and entry 

This  section  provides  details  on  the  necessary  requirements  for  entry  into  the  Thai  market,  outlining 
existing market access restrictions and explaining procedures. A summary of market access and entry is 
presented in section 4.1, in the form of a SWOT analysis. 

4.1  Summary SWOT analysis 

STRENGTHS (+) 
  Thailand is an important regional hub in many 
fields. For example, Bangkok serves as the Asia 
pacific 
international 
for  many 
hub 
organisations.  

  The  country  is  a  popular  tourist  destination, 
welcoming  38m  tourists  each  year.  Western 
tourists account for the largest part of tourist 
expenditure. 

  Modern retail channels play an important role 

in distribution. 

  Consumers  are  the  most  brand  loyal  in  the 
region,  and  as  a  result  are  generally  less 
focused on price as a purchase criterion. 

OPPORTUNITIES (+) 
  While Thailand is a large agricultural producer, 
EU  and  Thai  (and  indeed  regional  ASEAN) 
agricultural production has a fairly high extent 
of complementarity; meaning the EU is strong 
in  production  of  some  agri-food  goods  that 
Thailand  has  limited  production  or  regional 
supply of. 
in  organic  produce  – 
Increasing 
supported  by  a  national  organic  plan  and 
recently  updated  standards  –  makes  this  an 
interesting segment. 
Increased  level  of  interest  in  health  and 
nutrition,  as  reflected  by  government  action 
(e.g.  trans  fats  ban,  sugar  tax)  provides 
opportunities for healthy products. 

interest 

 

 

WEAKNESSES (-) 
  The  country  is  a  major  agricultural  producer 
with a strong domestic agri-food industry – as 
reflected by its tag “the kitchen of the world”. 
  Furthermore,  there  have  been  considerable 
efforts  to  boost  food  processing  as  well  as 
to 
agricultural 
increasingly 
food 
processing. 

leading 
competitive  domestic 

production, 

 

  Access for fresh meat and fruit and vegetable 
products  difficult  to  obtain;  subsequently 
limited access.  
Legislation, while not the most complex, is not 
always straightforward, with some unclarities 
around 
interpretation  and  applicability. 
Consolidated  legislation  is  not  published  in 
English. 

THREATS (-) 
  The Australia and New Zealand FTA provides 
these countries with  more favourable access 
terms to the Thai market for some products; 
though  their  market  positioning 
is  often 
different. 

  Thailand is considering joining the TPP; while 
it  already  has  FTAs  with  the  majority  of  TPP 
members,  Canada,  Chile  and  Mexico  could 
obtain favourable access under the TPP. 
  Thailand  is  a  member  of  ASEAN,  so  major 
producers in the region have access. China has 
favourable access for some products through 
its    farm  trade  FTA  with  Thailand  signed  in 
2003. 

  
 
 
 
 
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Thailand - Market Entry Handbook  

4.2  Food and beverage legislation and regulations 

4.2.1 

Import requirements/restrictions, customs procedures and documentation 

Import procedures and requirements tend to vary by product. Table 4-1 sets out the general documents 
required for all shipments. This includes, most notably: 

Insurance certificate 

•  Air waybill or bill of lading 
•  Commercial invoice or pro-forma invoice 
• 
•  Customs import declaration 
•  Manifest 
•  Packing list 

However,  there  are  also  various  products  specific  requirements.  Table  4-2  provides  a  more  detailed 
overview  of  the  different  specific  documents  which  are  required  and  the  products  for  which  they  are 
generally  applicable.  For  example,  products  of  animal  origin  including  fresh  meat  and  dairy  products 
require: a veterinary health certificate for animal products; a licence to deal in live animals; and animal 
products  and  import  approval  for  live  animals  and  animal  products.  Most  processed  foods  require 
multiple  documents  including:  food  formula  registration;  an  import  licence  for  foodstuffs;  and  a  food 
record / declaration. 

In general it is recommended to follow the steps below before exporting products to Thailand: 

1.  Confirm the category of the food that is being exported (see section 4.2.2). This will substantially 

affect the requirements for export. 

2.  Register the food with the Thai FDA before exporting if the food falls in the “specially controlled 
foods”  category.  Even  if  not  a  specially  controlled  food  it  is  nonetheless  worth  thoroughly 
checking all other requirements to ensure that the product complies with necessary legislation 
(see section 4.2.2). In the case of fresh meat and fruit and vegetable products, this also means 
checking that the country of origin (and in some cases for meat, facility) is authorised for export 
to Thailand. More information on this is provided in the corresponding market snapshots (sections 
5.1.4 and 5.2.4). 

3.  Obtain  the  necessary  licences.  An  overview  of  these  is  set  out  in  Table  4-2,  though  for  some 
products the licences can further vary from this overview based on the specificities of the product. 

4.  Ensure the necessary documents accompany the shipment. 

Working with a local importer, agent or distributor may facilitate the steps above and general compliance 
with import restrictions. 

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Table 4-1: General requirements for goods exported to Thailand (including F&B) 

Name 
Air Waybill 

Bill of Lading 

Commercial 
Invoice; Pro forma 
invoice 

Insurance 
certificate 

Customs import 
declaration 
Manifest 

Packing List 
Certificate of non-
preferential origin 

the  details  of 

Description 
A  document  containing 
the 
transportation  of  products  by  air  and  proving  the 
transport  contract  between  the  consignor  and  the 
carrier's company. One Air Waybill may be used for 
the multiple transhipment of products. 
A  document  containing 
the  details  of 
international transportation of products by sea.  
Former:  a  document  containing  the  details  of  the 
transaction.  
Latter:  a  document  containing  the  details  of  the 
transaction  prior  to  proper  invoicing;  it  may  be 
required. 
Document proving a contract for insurance has been 
signed. 

the 

Official form for clearance of goods. Fee of 270 THB. 

A document notifying the authorities of the arrival of 
a  vessel  /  an  aircraft  and  summarising  the  goods 
loaded therein.  
A document containing the details of the shipment.  
Certifies  the  non-preferential  origin  of  goods.  Only 
required if requested by importer or customs. 

To be prepared by 
Carrier (or their 
agent) 

Language 
Usually EN 

Carrier (or their 
agent) 
Exporter 

Usually EN 

Usually EN 

Insurance 
company of 
importer/exporter 
Importer (or their 
agent) 
Freight forwarder 
(or their agent) 

EN 

EN / TH 

EN / TH 

Exporter  
Exporter 

EN / TH 
Usually EN 

Source: European Commission Market Access Database.  

Table 4-2: specific requirements for F&B products imported into Thailand. 

Name 

Description 

Import permit for 
plants and certain 
plant products 
Plant quarantine 
declaration 
Phytosanitary 
certificate 

Importer / 
exporter 
identification card 
Import approval 
for agricultural 

Permit to allow the import of certain plant and plant products. 
Obtained  from  the  ministry  of  agriculture  and  co-operatives, 
required for customs clearance. 
Document  to  notify  plant  quarantine  officials  in  the  customs 
offices of the arrival of plants and plant products. 
Document  confirming  plants/plant  products  have  been 
inspected  according  to  appropriate  procedures  and  are  free 
from quarantine pests. 
Translation into English may be necessary. 
A document for importers and exporters dealing with products 
administered by the Department of foreign trade. 

handbook 

Main 
products affected 
Some F&V and 
processed F&V 

F&V, processed F&V 

F&V, processed F&V 

Some F&V, dairy,  

A document certifying that certain agricultural products may be 
imported at reduced tariff rates if they are allocated a quota. 

Various, only in the 
case that TRQs exist 

  
 
 
 
Thailand - Market Entry Handbook  

39 | Page  

goods subject to 
quota 
Certificate of 
analysis 

A  document  certifying  that  microbiological  and  physical  / 
chemical tests have been carried out by an appropriate lab in the 
country of export. Translation into English or Thai necessary. 

Veterinary health 
certificate for 
animal products 

Licence to deal in 
live animals and 
animal products 

Import approval 
for live animals and 
animal products 
CITES permit  

Food formula 
registration 

Document with proof that products of animal origin have been 
inspected  according  to  appropriate  procedures;  are  not 
contaminated; and do not carry any contagious diseases. Can be 
in any language, but a translation to English or Thai necessary. 
A document proving the bearer is authorised to deal in certain 
livestock  products.  Obtained  from  the  ministry  of  agriculture 
and co-operatives, required for customs clearance and market 
access. 
Document  approving  the  import  of  certain  products  of  animal 
origin that have been subject to quarantine. To be applied for by 
the importer and required for customs clearance. 
Document  permitting  the  import  of  species  subject  to  the 
convention  on  International  Trade  in  Endangered  Species  of 
Wild Fauna and Flora; if applicable to the species in question. 
A document proving that a formula of a specially controlled food 
is registered with the Thai FDA 

Import licence for 
foodstuffs 

A  document  proving  the  bearer  is  allowed  to  import  specially 
controlled, standardised and general food 

Food record / 
declaration 

A document approving standardised food and food required to 
bear a standard label, for the purpose of issuing a serial number 

Licence per invoice 
for foodstuffs 
Health product 
classification 

A document permitting the import of certain foodstuffs. 

A document providing the classification for some foodstuffs 

Some F&V, prepared 
baby food, any other 
foods considered 
specially controlled 
foods.  
Fresh meat, dairy, 
prepared baby food  

Fresh meat, dairy 

Fresh meat, dairy,  

Fresh meat (only some 
products) 

Prepared baby food 
only; though in specific 
cases may apply to 
other categories if 
considered specially 
controlled foods 
Confectionery, ice 
cream, pasta, prepared 
baby food, bakery 
products, biscuits + 
cereal bars, wine, beer, 
spirits 
Confectionery, ice 
cream, pasta, bakery 
products, biscuits + 
cereal bars, wine, beer, 
spirits 
Some: confectionery, 
ice cream  
Confectionery, ice 
cream, pasta, prepared 
baby food, bakery 
products, biscuits + 
cereal bars, wine, beer, 
spirits 

  
 
 
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Free sale certificate  A document confirming the goods are freely sold in the country 

of export. 

GMP certificate 

A document certifying that a manufacturing site and its methods 
comply with the requirements of good manufacturing practice 
(GMP).  This  must  be  in  Thai  or  English  (translations  to  Thai 
should be performed by the Thai embassy). 

Confectionery, ice 
cream, pasta, prepared 
baby food, bakery 
products, biscuits + 
cereal bars, wine, beer, 
spirits 
Prepared baby food 
and all standardised 
foods, including e.g. ice 
cream, pasta, (some) 
confectionery, olive oil, 
(some) bakery 
products, biscuits + 
cereal bars; (generally) 
wine, spirits and beer  
Wine, spirits, beer 

Import permit for 
alcoholic 
beverages 
Licence to sell 
alcoholic 
beverages 

A  document  permitting  the  import  of  alcoholic  beverages. 
Required for import and valid for a single import only. 

A  document  confirming  the  holder  is  authorised  to  deal  in 
alcoholic  beverages  in  Thailand.  A  pre-requisite  for  an  import 
permit for alcohol. 

Wine, spirits, beer 

Source: European Commission Market Access Database.  
Note: Pet food is not included in this table. As a non-food product requirement are different; these are covered in section 5.9.4. 

4.2.2  Food safety and other food certification requirements 

The main body responsible for food safety in Thailand is the Food Division of the Thai Food and Drug 
Administration (FDA), itself part of the Ministry of Public Health. Meat products and fruit/vegetables 
primarily fall under the responsibility of the department of livestock development and the department of 
agriculture respectively. 

The Food Act of B.E.2522 (1979) is the main piece of legislation in Thailand which regulates food. This act 
authorises the aforementioned Thai FDA to administer and implement the same act; and empowers the 
Ministry of Public Health to introduce ministerial regulations which set out the procedures for aspects 
such as applications, registrations and licences. 

An unofficial translation of the Food Act of B.E.2522 (1979) can be found at the following address: 
http://food.fda.moph.go.th/law/data/act/E_FoodAct2522.pdf  

The Food Act identifies three categories of food (one of which contains two sub-categories): 

1.  Specifically-controlled foods: registration is required for this category. There are legal provisions 
relating  to  standard  quality,  specifications,  packaging,  labelling  and  other  aspects  of  good 
manufacturing practices. 

2.  Standardized  foods:  foods  produced  under  this  category  do  not  require  registration  but  must 
adhere to quality standards as defined in the regulations. The background to this category is that 

  
 
 
 
 
 
 
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it was created to standardize the production of locally produced food by small-scale or household 
industries (primarily through defining criteria for microbiological and other contamination), hence 
assisting and protecting consumers.  

3.  Other foods: are foods other than those under the first two categories. While these foods do not 
require registration and do not have to follow specific quality standards for manufacturing, they 
are still controlled. There are two sub-categories within this category: 

a.  Foods required to bear standardized labels that provide consumer information. 
b.  Other general foods. 

The foods under each category can change, but Table 4-3 below links the Food Act categories to products 
in this handbook based on the latest available information.  

Table 4-3: Food act categories and handbook products 

Food Act Category 
Specially controlled foods 
Standardised foods* 

Other food with standardised labelling 
Other general foods 

Products in this handbook 
Prepared baby food 
Dairy, ice cream, chocolate confectionery 
Olive oil, some processed F&V, pasta, biscuits and cereal bars, 
some baked goods 
Bread (under baked goods), sugar confectionery, 
Fruit and vegetables, some processed F&V, fresh meat 

* In addition to certain specifically identified products, the broad group of foods in sealed containers are considered to fall in this 
category. It is on this basis that all products in italics are considered to be included in this category. 
Source: Agra CEAS based on the Food Act and https://www.tilleke.com/resources/apfi-food-safety-regulations-series-thailand  

Food additives 
The use of food additives in Thailand must follow the set objectives for the specified kinds of food; must 
respect the maximum permissible quantity for the food type. Food additive functional classes in Thailand 
are categorized according to CODEX. 

The Thai FDA issues notifications with lists of authorised additives. An unofficial translation of the most 
recent notification at the time of writing - (No.389) B.E. 2561 (2018) Re: Food Additives (No.5) can be 
found at the following link: 
http://www.fda.moph.go.th/sites/food/FoodAdditives/MOPH(No.389)B.E.2561(2018)Re_AdditiveNo.5.
pdf 

This  contains  a  list  of  food  additives,  their  functional  classes  and  their  maximum  use  levels  by  food 
category. It is highly recommended to consult this list if there are any concerns regarding the potential 
use of a food additive. 

Furthermore, it is important to note that the previous notification - No. 381 B.E. 2559 Re: Food Additive 
(No. 4) from 2016 – introduced a maximum level requirement in the case that two or more food additives 
of the same functional class are used in one product. In effect, this states that the sums of the proportions 
of  the  maximum  use  levels  for  individual  of  additives  from  the  same  group  must  not  exceed  1.  For 

  
 
 
 
 
 
 
 
 
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example, if there is a maximum level of 1 000 ppm for additive A and 500 ppm for additive B it is possible 
to use 500 ppm of A (50% of the maximum level) and 250ppm of B (50% of the maximum level); but not 
greater of either as this would exceed the aggregate level of 100% or 1. 

An unofficial translation of the 2016 notification can be found at the following address: 
http://www.fda.moph.go.th/sites/food/FoodAdditives/MOPH(No.381)B.E.2559(2016)Re_AdditiveNo.4.
pdf  

As it is outlined in the Notification of the Ministry of Public Health No. 372 B.E. 2558 Re: Food Additive 
(No.  3),  food  additives  must  be  labelled.  More  information  on  necessary  labelling  of  additives  on  pre-
packaged food labels is provided in section 4.2.3 below. The specific requirements for the labelling of food 
additives sold alone is not covered as it is out of scope of this handbook. 

Pesticides and other contaminants 
The maximum levels of pesticide residues in food are established by notification from the Ministry of 
Public Health. The most recent of these dates from 2017; and unofficial translation can be found at the 
following address: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.387.pdf 

Key points to retain are as follows: 

•  Annexe 1 of this notification contains a list of hazardous type 4 substances. It is not permitted to 
produce, import or export these substances in Thailand, and there is a zero tolerance of the MRL 
for these products. 

•  Annex 2 of this notification contains accepted MRL levels for pesticides by commodity type. 52 

pesticides are identified here. 

•  Annex 3 of this notification contains some default limits for plants by pesticide. 
• 

If a pesticide residue is not specified in annex 2 of the regulation (and obviously the pesticide is 
not  listed  in  annex  1),  pesticides  residues  must  not  exceed  the  limits  recommended  by  Codex 
Alimentarius Commission or Joint FAO/WHO Food Standards Programme. 

•  For  any  pesticides  which  falls  outside  the  categories  above,  there  is  a  default  limit  of  0.01 

milligrams of pesticide residue per kilogram of the food. 

Status of glyphosate in Thailand 
There have been considerable discussions regarding a ban on Glyphosate in Thailand, and indeed it was 
foreseen that glyphosate be moved to a hazardous type 4 substance, effectively meaning there is a zero 
MRL. However, this decision was at least temporarily reversed in late 2019, with the glyphosate maintain 
its  hazardous  type  3  substance  classification.  It  is  prudent  for  an  exporter  who  believes  he  would  be 
impacted by a zero tolerance on glyphosate in Thailand to carefully monitor the situation. 

In addition to MRLs for pesticides, there are also restrictions on other contaminants in food. Most notably: 

• 
• 

Limits on metals in foods (in mg per kg): tin 250, zinc 100, copper 20, lead 1, arsenic 2. 
Limit on aflatoxin of 20 parts per billion 

  
 
 
 
 
 
 
 
 
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•  No  presence  of  certain  chemical  contaminants;  notably  chloramphenicol,  nitrofurazone, 
nitrofurantoin, furazolidone, furaltadone, malachite green, β-Agonist chemical groups and their 
salts.  

Relevant legislation covering these contaminants are: 

•  Ministerial Notification No. 98 of B.E. 2529 (1986) 
•  Ministerial Notification No. 273 of B.E. 2546 (2003) 
•  Notification No. 299 B.E. 2549 (2006)  
•  Notification No. 269 B.E. 2546 (2003) 

These notifications can be consulted for more detail. 

Finally, with regard to veterinary drugs, Ministerial Notification No. 303 BE. 2550 (2007) provides details 
of MRLs. An unofficial translation of this can be found at: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.303-
50%20Veterinary%20Drugs%20Residues%20in%20Foods.pdf 

Further legislation impacting certain products 
There is also legislation which is either for specific products or impacts certain products.  

The main legislation which affects multiple product categories are: 

•  Notification No. 193, B.E. 2543 (2000) on the Method of Food Manufacturing and Equipment for 
Manufacturing  Food  and  Food  Storage.  This  requires  domestic  manufacturers  and  foreign 
suppliers for  certain types of products  to adhere to  good manufacturing  practices [GMP?  See 
table 4-4]. 

•  Notification  No.  364  B.E.  2556  (2013)  on  Food  Standards  as  Regards  Pathogens.  This  requires 
importers  of  the  products  in  question  to  present  a  lab  analysis  which  confirms  that  imported 
products are pathogen free or their presence does not exceed maximum specified limits stated in 
the  same  notification.  Among  others,  government  laboratories  from  the  country  of  origin  are 
accepted for this analysis. Unofficial translation available at: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.%20364%20Standards%20fo
r%20Pathogenic%20Microorganisms%20in%20Food.pdf 
Full  details  of  the  pathogens  in  question,  by  product  type,  can  be  found  in  the  unofficial 
translation. 

Table 4-4 below maps the main pieces of legislation above to the product categories in this handbook for 
which they are relevant. 

  
 
 
 
 
 
 
 
 
 
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Table 4-4: other main legislation and the products in this handbook that it affects  

Product category 
Fresh meat 
Fresh F&V 
Dairy 
Wine 
Spirits 
Olive oil 
Beer 
Confectionery 
Baby food 
Ice cream 
Processed F&V 
Pasta 
Bakery goods 
Biscuits / cereal bars 

GMP 

Pathogens 

X 
* 
* 
* 
* 
X  
X 
* 
* 
* 
X 
* 

X 

* 

X chocolate; * sugar confectionery 
X 
X 
* 
* 
X (bread); * rest 
* 

* on the basis of it being a food in a sealed container (or in the case of GMP for some processed F&V, a frozen food) 

There  are  specific  regulations  for  standardised  foods;  as  a  general  rule  these  cover  microbiological 
contamination and other contamination, by product. 

In addition to this, there are specific regulations affecting specific product categories. As a general rule, 
these are covered in more detail in the corresponding product snapshots in section 5. Key points are: 

•  Specific notifications for fresh meat have been published. These mandate the obtention of import 
permits for meat products, and in some cases, specific controls (e.g. for beef from BSE affected 
areas, and pork meat). 

•  The plant quarantine act (No. 3) B.E. 2551 establishes some specific import controls and pest risk 

assessment that affect fruit and vegetables. 

•  As a specifically controlled food, there is specific legislation which affects baby food. 
•  While processed meat products are out of the scope of the products covered in section 5 of this 
handbook, it  should be noted that the  approval process for processed meat products recently 
changed as responsibility was transferred from FDA to the department of livestock development. 
Those products which were previously on the market maintain grandfathering rights, and so can 
still  be  placed  on  the  market  up  until  the  Thai  authorities  complete  an  audit  of  the  national 
authority.  This  does,  however,  create  a  barrier  for  new  exporters  to  Thailand.  It  is  strongly 
recommended  that  any  exporters  wishing  to  send  processed  meat  to  Thailand  contact  the 
respective ministry in their Member State for more information prior to attempting any export. 
•  Beer, wine and spirits are impacted by a couple of pieces of specific legislation, including most 
notably  the  Alcohol  Consumption  Control  Act.  Furthermore,  there  are  quality  standards  for 
imported beverages, as well as a requirement for a certificate of analysis prior to import (see box 
below). Finally, there are also specific labelling requirements for alcoholic beverages (see next 
section). 

  
 
 
 
 
 
 
 
 
 
 
 
  
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Quality standards and certificate of analysis for alcohol 
New quality standards for imported alcoholic beverages were introduced in June 2019. These specify, by 
alcohol type, limits to? certain attributes, contaminants, additives and other properties. Test methods are 
also specified. A link to an unofficial translation of the notification can be found at the following link: 
https://members.wto.org/crnattachments/2019/TBT/THA/19_3488_00_e.pdf  

These new standards move away from the old ones which had caused considerable concern for alcoholic 
beverages.  Nonetheless,  if  importing  alcoholic  beverages  into  Thailand  it  is  highly  recommended  to 
consult the notification in order to ensure conformity with the quality standards, as challenges for some 
specific cases may remain. 

Thailand has also introduced the requirement to obtain a certificate of analysis, with results to be provided 
prior to import. As noted in section 4.3.4, this – together with the quality standards mentioned above - 
have been the subject of dispute from other countries. Furthermore, the introduction of this requirement 
pre-export has been delayed multiple times, with multiple extensions to the implementation date for its 
introduction; during which it has been possible to perform the analysis in the 30 days after import. 

In view of the changing situation with the certificate of import, if working with a local importer/partner, 
it  is  recommended  that  they  be  contacted  prior  to  import  to  confirm  the  latest  status  regarding 
implementation of the certificate of analysis requirement. 

Legislation and foods with sugar, sodium and trans-fats 
The situation at the time of writing can be summarised as follows19: 

•  Sugar:  a  tax  on  sugar-sweetened  soft  drinks  was  introduced  in  Thailand  in  2017  and 
subsequently increased. There have been discussions regarding the introduction of a similar 
measure  for  foods;  however,  these  have  not  advanced  due  to  the  potential  complexity  of 
applying such a measure. 

•  Sodium: a regulation to tax foods with added sodium has been extensively discussed with a 

proposal floated in late 2019. 

•  Trans-fats: a ban on the use of partially hydrogenated oils (PHOs) in food entered into force in 

January 2019. 

Given  the  clear  government  interest  in  these  issues,  it  is  well  worth  keeping  a  close  eye  on 
developments in these fields going forwards. 

4.2.3  Labelling Requirements  

Table  4-3  in  section  4.2.2  above  identified  the  different  categories  of  food  in  Thailand  that  require 
labelling.  While  there  are  some  specific  labelling  requirements  by  product,  the  standard  labelling 

19 
https://www.bangkokpost.com/thailand/general/1773794/govt-proposes-new-taxes-on-salty-processed-food; 
https://academic.oup.com/cdn/article/3/6/nzz045/5454737  

https://www.tilleke.com/resources/regulation-and-planned-taxation-sodium-thailand; 

  
 
 
 
 
 
 
 
 
                                                            
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requirements for those products which must be labelled are set out below. Labels on food may be checked 
by the authorities prior to entry; therefore it is recommended that food be labelled prior to entry; failure 
to do so does risk the food being seized by the authorities at import. Pre-approval of labels is only required 
for specifically controlled foods (i.e. prepared baby food, among the products in this handbook). 

Labelling legislation 
There two main pieces of legislation on general labelling in Thailand are: 

•  Notification of the Ministry of Public Health (No. 367) B.E. 2557 of 2014 sets out the labelling of 
at: 

pre-packaged 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.367-(383).pdf 

translation 

unofficial 

available 

foods. 

An 

is 

•  Notification of Ministry of Public Health (No. 394) B.E.2561 of 2018 sets out nutrition labelling and 
energy  value,  sugar,  fat,  sodium  on  the  labels  of  some  kinds  of  foods;  plus  Guideline  Daily 
Amounts 
found  here: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.394.pdf 

labelling.  An  unofficial 

and  GDA 

translation 

can  be 

This legislation is periodically updated through the issuing of new notifications which tend to supersede 
the existing one in the corresponding area. The notifications above also build on previous notifications in 
the area, including Notification of the Ministry of Public Health No.194 (B.E.2544) of 2000. 

Summary of general labelling requirements for pre-packaged food 
Key labelling requirements stemming from the legislation above are as follows: 

•  Pre-packaged foods must be labelled, with few specific exceptions (e.g. food which has not passed 
through any processing, and pre-packaged foods produced and sold in food service channels). 
•  Unless there is any specific exemption, the following information must be provided on the label 

of imported foods in the Thai language: 

o  Name of food (if any); 
o  Food serial number; 
o  Name  and  address  of  importers  or  head  office  (prefixed  by  the  words  “importer”  or 

“imported by”; 

o  Name and country of the manufacturer; 
o  Metric system contents of food (weight for solid foods; volume for liquid foods; either for 

semi-solid foods)20; 

o  % by weight of main ingredients in descending order21; 
o  Allergy information / may contain information for foods that can be allergens or contain 
hypersensitive substances. These are, with some specific exceptions: cereals with gluten, 

20  Drained  weight  must  also  be  stated  for  some  very  specific  foods for which  it  is  relevant  and  required  by  Thai 
legislation. 
21 Except in some specific cases, such as: the label of the total food is less than 35cm2 or the food has only one 
ingredient. The notification should be consulted for more details on exceptions. 

  
 
 
  
 
 
                                                            
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crustaceans, egg / egg products, fish / fish products; peanuts, soybeans, milk and dairy, 
tree nuts and sulphites above 10mg/kg22; 

o  Functional class titles and names or international numbering system for food additives23; 
o  “natural / natural imitation / artificial flavour added” if relevant; 
o  Expiration date: “to consume by” or “expiration date”, followed by day, month and year 
(in  that  order)  for  products  with  a  shelf  life  of  under  90  days,  or  month  and  year  for 
products with a shelf life over 90 days; 

o  Warning, storage and cooking instructions, if any; 
Instructions for use in the case of infant/baby food 
o 

•  There  are  some  minor  different  requirements  for  domestically  produced  food  relating  to  the 

• 

address of the details of the domestic manufacturer/packer. 
Labels  should  not  directly  or  indirectly  mislead  (this  extends  to  the  contents  of  labels  in  any 
language, pictures, designs, marks and brands). They should also not be opposed to Thai culture 
or  directly  or  indirectly  create  conflict  or  disharmony  e.g.  to  society,  culture,  tradition  or 
behaviour. 

•  Text on labels must be prominent and readily legible. As a general rule, the minimum size of letters 
should be 2mm for labels over 35cm2 and 1mm for labels under (though under certain conditions, 
there are other specific requirements for height). 

There  are  some  further  specific  labelling  requirements  in  the  pre-packaged  food  labelling  notification. 
These  however  are  unlikely  to  affect  many  products  in  this  handbook  as  they  relate  to:  foods  packed 
together with material intended for quality control purposes; food used aspartame as sweetener foods; 
and foods containing aloe vera, ginkgo biloba, chia seed, Jerusalem artichoke / sunchoke, dried chiangda 
vegetables, and phytosterols and phytosterol esters or phytostanol and phytostanol esters. The annexe 
to the notification provides more details on labelling requirements for such products. 

Summary of nutritional and GDA labelling requirements 
Only certain products are required to bear nutritional labelling and GDA guidance. In short, these are: 

•  Snacks 
•  Chocolate 
•  Bakery products 
•  Certain semi-processed products 
•  Chilled / frozen ready to eat meals 
•  Soft drinks 
•  Flavoured and fermented milk, and other milk products 
• 

Ice cream 

22 Exceptions include glucose and alcohol in the case of cereals, and oil in the case of soybeans. The notification 
should be consulted for more details on exceptions. 
23 in some specific cases, the text “food additive” may be used instead of the functional class title; the notification 
should be consulted for more details. 

  
 
 
 
 
 
                                                            
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In  short,  this  translates  to  the  following  product  categories  covered  by  section  5  of  this  handbook: 
Confectionery (chocolate); Bakery products; Biscuits and snack bars; Dairy; Ice cream. 

Food categories not listed above may also use nutritional labelling and GDA guidance as long as it adheres 
to the format established by the notification (which is summarised below).  

For some products, in case the front of the individual pack is less than 65cm2, the nutritional labelling and 
GDA information may be provided on the wholesale packages rather than individual packs (please refer 
to the notification for more details). 

In terms of nutrition labelling, as a minimum the following below must be provided. It is also possible to 
provide full nutritional facts (as defined by Thai FDA notifications); and in the case of food making claims, 
this full nutritional information is actually mandatory. 

• 
total energy 
• 
total fat 
•  protein 
• 
• 
• 
• 

total carbohydrate 
sugar  
sodium 
cholesterol for foods with more than 2 milligrams per serving 

GDA  information  must  also  be  provided  for  energy,  sugar,  fat  and  sodium.  This  information  must  be 
provided in the format set out below (with “…” representing the information to be added). All information 
in the example below must be provided. Lines must be black or dark blue, and backgrounds white.  

The percentages for the third section are to be calculated based on the following maximum daily intakes: 

•  Energy: 2 000 kilo calories 
•  Sugar: 65 grams 
•  Fat: 65 grams 
•  Sodium: 2 000 mg 

  
 
 
 
 
 
 
 
 
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An  additional  information  statement  is  required  for  snacks,  chocolate  and  bakery  products.  This 
statement, which must be clear and in a bold font, states (in Thai): "consume small amount and exercise 
for healthy condition". 

Organic labelling 
Organic labelling is controlled by the Certification Alliance Organic Standard 2019 (which replaced the 
previously long-standing Organic Agriculture certification act - ACT). Organic agriculture has furthermore 
been promoted through the National Organic Agriculture Development Strategy, 2017-2021. More details 
on organic labelling and the strategy are provided in the market snapshot for fruit and vegetables (section 
5.2); though some of the information here will be relevant for other products as well.  

The use of the term “Premium” on foods. 
The use of this term on food labels is regulated in Thailand. Products have to meet a certain set of quality 
standard and specific characteristics. These are set out in the Ministry of Public Health Notification No. 
365 B.E 2556 of 2013. If there is the intention to use the term premium, it is strongly recommended that 
this notification be consulted.  

In  brief,  the  rules  foresee  that  any  product  using  this  term  either  complies  with  certain  production 
standards or certifications and/or the place of manufacture must pass an assessment. The certifications 
include organic and GI certifications recognised by the Thai authorities 

An unofficial translation of the 2013 notification can be found at: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.%20365%20Displaying%20of%20the
%20term%20%E2%80%9CPremium%E2%80%9D%20on%20food%20labels.pdf 

It should be noted that an updated draft notification, which is yet to enter into force, was published in the 
first half of 2019. 

Claims 
The framework for claims in Thailand is currently under review. If the use of a claim on food is foreseen, 
it is strongly recommended to check the latest situation as regards the claims legislation and whether the 
the  Thai  FDA 
foreseen  will  be  permitted.  This  should 
claim 
(http://www.fda.moph.go.th/sites/fda_en/Pages/Main.aspx)  

ideally  be  checked  with 

Claims are traditionally focused around nutrient claims (e.g. “low in fat”) and nutrient function claims. A 
list of authorised nutrient function claims can be found in the unofficial translation of the corresponding 
notification, as per the link below: 
http://www.fda.moph.go.th/Food/Notification_of_Food/1%20Declaration%20of%20Nutrient%20Functi
on%20Claim.pdf 

  
 
 
 
 
 
 
 
 
 
 
 
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Advertising 
Food advertisement through public media requires the prior approval of the Thai FDA, and misleading 
advertising (in terms of quality or claimed benefits) is banned. The Thai FDA’s Advertisement Control and 
Public Relations Division is responsible for the approval of statements or visual images used for advertising 
food. 

Alcoholic  beverages  face  severe  advertising  restrictions  in  Thailand.  These  are  set  out  in  the  Alcoholic 
Beverage Control Act. It is strongly recommended the act be consulted if there is an intention to advertise. 
Baby food also faces severe advertising restrictions (see section 5.10.4). 

Labelling requirements for specific products 
For  certain  products,  such  as  milk  and  modified  milk  for  infants,  there  are  further  specific  labelling 
requirements. Where these currently exist, these are covered in the corresponding market snapshots in 
section 5. 

Alcoholic beverage labelling 
Alcohol in Thailand needs to indicate the following information on the label: 

•  product name 
• 
the alcoholic percentage 
• 
size of the bottle / container 
•  name / address of the importer 
•  name / address of the manufacturer 
•  a government approved and distinguishable warning message.  

Labelling requirements for alcoholic beverages were also updated through the Notification of Alcoholic 
Beverages  Control  Re:  Rules,  Procedures  and  Conditions  for  Labels  of  Alcoholic  Beverages  (2015).  As 
noted in section 4.3.4 on WTO disputes, this notification has been the subject of some contention both 
from other countries and private operators. The main issues identified are: (1) the lack of clarity relating 
to  the  messages  permitted  or  prohibited  on  the  label;  and  (2)  the  effective  prohibition  of  the  use  of 
cartoon images, quality or certain statements such as “premium”. These issues are further compounded 
by the potential for different interpretations.24 

Unlike much other Thai legislation, an unofficial translation of this notification is not publicly available. In 
brief, the notification prohibits the following on labelling or packaging: 

1.  Any content that is not fair against consumers or any content that may cause any harmful effect 
to  society,  either  such  content  related  to  origin,  condition,  quality,  or  characteristics  of  such 
product or service as well as delivery and utilization of such product or service. The following fall 
into this category: 
•  False or exaggerated contents; 

24 
WG_2019_R0_29.04.2019.pdf  

https://www.eabc-thailand.org/wp-content/uploads/2019/07/PostionPaper_Food-and-Beverage-

  
 
 
 
 
 
 
 
                                                            
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•  Contents that may cause any misunderstanding on subject matter of product or service, either 
based  on  or  referred  to  any  academic  report,  statistic  or  any  source  that  is  false  or 
exaggerated; 

•  Contents  supporting  illegal  or  immoral  actions,  either  directly  or  indirectly,  causing  any 

disgrace to Thailand’s culture; 

•  Contents causing any disharmony or destruction of unity among Thai people. 

2.  Any content motivating consumer to consume alcohol beverage or claiming any property, benefit, 

or quality of alcohol beverage directly or indirectly. 

Given  the  subjectivity  of  the  above,  two  sets  of  guidelines  for  interpretation  have  been  subsequently 
issued, but the issue of interpretation cannot yet be considered fully resolved. In view of the uncertainty 
and ongoing discussions around the situation with alcohol labelling laws, if working with a local importer 
or agent it is recommend that they be contacted for the latest status and local interpretation. 

Discussions about graphic warning legislation for alcoholic drinks 
In  addition  to  the  aforementioned  legislation  on  alcoholic  labelling,  there  have  been  discussions  since 
2010  on  the  introduction  of  graphic  warnings  being  made  obligatory  on  alcoholic  drinks.  While  no 
requirement exists at present, given the long-standing interest in the labelling, the situation should be 
monitored. 

4.2.4  Protection of intellectual property rights, including geographical Indications (GIs) 

IPR protection framework - trademarks 
The Department of Intellectual Property is the main body responsible for intellectual property in Thailand; 
and the Trademark Act is the main legislation of relevance to trademarks. An unofficial translation of the 
trademark act can be found at the following link: 
https://www.ipthailand.go.th/images/781/___.___1_1.pdf 

In brief, in order to be registered a trademark must be: 

•  distinctive 
•  not be prohibited by the Act 
•  not be the same or similar to a trademark which has already been registered  

Trademarks are registered for 10 year and this is renewable. A fee has to be paid for the registration of 
trademarks (currently 1 000 TBH), and the application for trademarks must be accompanied by several 
documents  (see  link  below).  Trademarks  that  are  not  registered  in  Thailand  receive  very  limited 
protection. 

Link to list of supporting documents for trademark applications 
https://www.ipthailand.go.th/en/trademark-
002/item/%E0%B9%80%E0%B8%AD%E0%B8%81%E0%B8%AA%E0%B8%B2%E0%B8%A3%E0%B8%9B%E
0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%AD%E0%B8%9A%E0%B8%81%E0%B8%B2%E0%B8%A3%E

  
 
 
 
 
 
 
 
 
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0%B8%A3%E0%B8%B1%E0%B8%9A%E0%B8%88%E0%B8%94%E0%B8%97%E0%B8%B0%E0%B9%80%E0
%B8%9A%E0%B8%B5%E0%B8%A2%E0%B8%99%E0%B9%80%E0%B8%84%E0%B8%A3%E0%B8%B7%E0
%B9%88%E0%B8%AD%E0%B8%87%E0%B8%AB%E0%B8%A1%E0%B8%B2%E0%B8%A2%E0%B8%81%E0
%B8%B2%E0%B8%A3%E0%B8%84%E0%B9%89%E0%B8%B2.html 

Geographical Indications 
GIs  are  protected  through  the  Geographical  Indications  Protection  Act  B.E.  2546  (2003).  Since  the 
introduction of the GI legislation in 2003, there has been considerable effort to promote the concept of 
GIs  across  the  country;  and  well  in  excess  of  100  domestic  GIs  from  across  the  country  have  been 
registered for protection. 

GI protection is also open to foreign GI holders who meet the necessary requirements, a full list of which, 
along with other conditions, can be found (in English) at the following link: 
https://www.ipthailand.go.th/en/gi-003.html  

At the time of writing, there is a 500 TBH fee for a GI application.  

A full, unofficial translation of the GI act can be found at the following link: 
https://www.wipo.int/edocs/lexdocs/laws/en/th/th023en.pdf 

As of January 2019, the following EU GIs had been registered in Thailand25: 

•  Barbaresco (IT) 
•  Barolo (IT) 
•  Brunello di Montalcino (IT) 
•  Champagne (FR) 
•  Cognac (FR) 
•  Parmigiano Reggiano (IT) 
•  Prosciutto di Parma (IT) 

No recent, notable issues with the infringement of EU GIs have been identified. However, it may be worth 
noting that some issues of visual evocation of scotch whisky (e.g. the use of castles on labels of non GI 
products) were identified a few years ago.26 

ASEAN GI database 
While the Thai authorities do not have an online, publicly available GI database in English, ASEAN does 
maintain one. It is possible to search this database specifying “Thailand” as the country of registration. 
The database can be found at the following link: 
http://asean-gidatabase.org/gidatabase/ 

25 https://euipoeuf.eu/sites/default/files/arise-docs/2019/ASEAN_GI-Booklet.pdf 
26 Due to the UK’s departure from the EU, the GI of scotch whisky is not considered an EU GI in this handbook. 

  
 
 
 
 
 
 
 
 
 
 
                                                            
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4.2.5  Relevant authorities for IPR and GI protection and further contacts 

IP, including trademarks and GIs 
The Department of Intellectual Property  
563 Nonthaburi Road, 
Bangkrasor, Muang Nonthaburi  
11000 Thailand 

🕾🕾 (+66) 2 547 5024 
🖂🖂 / 🖳🖳 https://www.ipthailand.go.th/en/contact.html  

4.3  International trade  

4.3.1  Thailand and foreign trade 

Thailand is also located between two of the largest markets in the world China and India. As a central 
member of ASEAN and having a largely export oriented economy the pursuit of free trade agreements 
and foreign trade appeals to Thailand and is a key element for the country’s future economic progress. 
Thailand’s  economy  remains export-dependent at  roughly  two-thirds  of  GDP.  In  November  2019,  the 
country's main export partners were, in order: United States (~13% of total exports), China (~12%), Japan 
(10%), Vietnam (5%), and Hong Kong (5%). The main import partners of Thailand are China (21% of total 
imports), Japan (14%), United States (7%) and Malaysia (5%). The ongoing US-China trade war is having 
effects on Thailand’s foreign trade as the country seeks to enter external markets to offset the effects of 
the trade war. 

4.3.2  Key trade agreements, present and future 

Thailand has reached out to a number of patterns to establish free trade agreements, which can be viewed 
in Table 4-5. 

Table 4-5: Chronological list of Thailand’s main trade/economic agreements with third countries/regions 

Partners 
ASEAN Free Trade Area  
China (farm trade only) 
India 
Australia 
New Zealand 
India 
Japan 
Korea (a) 

Australia, New Zealand (a) 
India (a) 

Peru 

Type of agreement 
Free Trade Area  
Free Trade Agreement 
Partial Free Trade Agreement 
Free Trade Agreement 
Free Trade Agreement 
Partial Free Trade Agreement 
Free Trade Agreement 
Comprehensive Economic Cooperation 
Agreement  
Free Trade Agreement 
Comprehensive Economic Cooperation 
Agreement 
Partial Free Trade Agreement 

Entry into force 
1993 
2003 
2004 
2005 
2005 
2007 
2007 
2007 

2009 
2010 

2011 

(a)Agreements signed in association to ASEAN  
Source: Agra CEAS based various 

  
 
 
 
 
 
 
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Thailand is seeking new FTAs, such as: 

•  Accession to the Trans-Pacific Partnership (TPP) 
•  Ongoing negotiations for the Asia-Pacific Regional Comprehensive Economic Partnership (RCEP) 
• 
Israel-Thailand FTA  
•  Pakistan -Thailand FTA 
•  Russia – Thailand FTA  
•  Turkey – Thailand FTA 

Among the possible agreements, accession to the TPP appears to be the most advanced, with a decision 
as to whether or not to join originally expected in April 2020 – though the combination of the COVID-19 
situation  and  some  concerns  regarding  IPR  issues  (notably  regarding  seeds  and  breeding  rights) 
subsequently delayed this . Thailand already has FTAs with a number of TPP signatories; though not with 
Canada,  Chile  and  Mexico.  The  negotiation  with  Turkey  is  somewhat  limited  due  to  Turkey’s  existing 
customs union with the EU. 

4.3.3  EU Thailand FTA history and current status 

Negotiations between the European Union and Thailand towards a potential free trade agreement were 
launched in 2013, and from an EU perspective, they co-existed with negotiations with other nations in the 
region such as Singapore and Vietnam. Political upheaval in Thailand stalled negotiations in 2014. While 
negotiations have not yet resumed, exploratory work about resuming the negotiations is ongoing. This 
exploratory  work  is  particularly  important  given  the  various  developments  since  negotiations  with 
Thailand were originally launched – including the signing of various FTAs with other countries by the EU 
with chapters covering certain issues which were not originally in the scope of discussions for the EU-
Thailand FTA-. A free trade agreement between these two markets would help to compound the total 
trade between the two which in 2018 reached a value of EUR 38 Billion. As a block, the EU is also the third 
biggest export partner of Thailand while Thailand is the EUs 25th biggest export partner.  

4.3.4  WTO disputes and other trade barriers 

Thailand currently has ongoing current disputes with the WTO in relation to following areas with relevance 
to agri-food trade: 

•  New  Certificate  Requirement  (Certificate  of  analysis)  for  alcoholic  beverages.  Thailand  has 
implemented a new quality analysis requirement for alcoholic beverages. The main problem for the 
EU is that the technical standards originally required by the Excise Department were the outdated 
voluntary standards of the Thai Industrial Standards Institute issued in 2001 and did not align with 
international or European alcohol standards. Implementation of this COA was delayed several times 
before being finally introduced in 2019 with updated technical standards, which are perceived to 
address  the  majority  of  the  issues.  More  information  on  this  can  be  found  in  the  corresponding 
market snapshots for alcoholic beverages, sections 5.4.4 5.5.4 and 5.8.4. 

•  Cumbersome  and  undue  delays  of  import  application  procedures.  With  limited  capacity  for 
inspections, several applications of EU countries for exports of livestock and plant products to the 

  
 
 
 
 
 
 
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Thai market have been left with the status of pending for a number of years without any indication 
of  when  the  process  will  be  finalised.  For  example,  no  exports  of  pork  products  to  Thailand  are 
currently authorised from any EU country – all remain pending. More details on this can be found 
in the corresponding market snapshots for meat (section 5.1.4) and fruit and vegetables (section 
5.2.4). 

•  Non-Recognition  of  regionalisation  due  to  avian  influenza.  Thailand  generally  imposes  country-
wide import bans in the event of an outbreak of avian influenza in an EU Member State, despite 
effective  zoning  (regionalisation) measures  are  put  in  place  in  line  with  international  standards. 
France and Hungary are currently the exceptions to this. It is likely that the regionalisation issue 
would also be encountered in the case of other disease outbreaks (e.g. Newcastle’s disease); and in 
fact the same situation has been encountered with African Swine Fever. 

•  Alcoholic Labelling Laws. A new legislation from Thailand declares that a ban of alcohol labelling 
which  promotes  the  encouragement  of  drinking  alcoholic  beverages.  As  a  result,  almost  every 
product description in normal use to differentiate, e.g. quality categories, could potentially fall foul 
of this legislation. Guidelines have subsequently been issued on this law; however, some unclarity 
around interpretation remains, and discussions on the law are still ongoing (see section 4.2.3).  
•  Technical Barriers to Trade. Thailand maintains cumbersome third-party certification procedures 
(including testing in Thailand and mandatory factory inspection), which are costly, time consuming 
and can be considered to disadvantage to exporters. 

•  New excise tax reform. A new excise tax code which was implemented in the country in 2017 aimed 
to  reduce  inequalities  in  sales  licensing  fees,  most  notably  between  imported  and  domestically 
produced  alcohol.  However,  so  far  this  inequality  has  only  been  partially  reduced  and  still  is 
considered  an  issue  in  the  country.  Wine  and  spirits  have  been  highlighted  as  sectors  that  are 
particularly affected by this. 

Further information, as well as an up to date list of trade barriers can be found here: 
https://madb.europa.eu/madb/barriers_result.htm?isSps=false&countries=TH 

4.3.5  Summary of key trade barriers 

The  EU  is  already  a  large  export  partner  for  Thailand  and  has  a  track  history  of  investments  into  the 
country. However, as it can be observed in section 4.3.4, a number of barriers do nonetheless exist. The 
lack of regionalisation acceptance from Thailand and the stalled status of many applications for export 
presents a number of challenges for EU meat exports in particular, but also fruit and vegetable exporters 
to an extent. The unclear alcoholic labelling laws coupled with a new tax reform system which has yet to 
fully address inequalities in the market in Thailand, remain stumbling blocks for EU exports of wine and 
spirits in particular going forward. The political situation in Thailand has remained stable for a prolonged 
period of time which allows for the effective negotiation and addressment of these issues which gives 
room for optimism that a free trade agreement between the EU and Thailand is a realistic prospect in the 
future.  

  
 
 
 
 
 
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4.4  Operating in the Thai food and beverage market 

4.4.1  Logistical services and transportation infrastructure  

Shipping and road transport have been historically the most commonly used logistical methods, due to 
the  country’s  geography.  The  reforms  in  transport  infrastructure  have  improved  Thailand's  logistics 
performance,  positioning  the  country  second  in  the  ASEAN  countries  according  to  the  World  Bank's 
Logistics Performance Index 2018. The new reform (The 12th Plan 2017-2021) is concentrated in improve 
connectivity in border towns with neighbouring countries.  

Thailand's  position  as  a  transportation  hub  for  the  Greater  Mekong  Sub-region  (GMS)27  has  been 
strengthened, during the past 5 years increasing the country's opportunities for cross-border trades and 
import-export  shipments.  Road  transportation  is  the  main  logistic  mean  of  transport,  owned  in  high 
percentage by multinational logistics companies, which motivated by the business opportunity are gaining 
significant market share to local providers.  

27 Is the trans-national region of the river Mekong composed by the following Southeast Asian countries: Cambodia, 
Laos, Myanmar (Burma), China (specifically Yunnan Province and Guangxi Zhuang Autonomous Region), Thailand 
and Vietnam.  

  
 
 
 
 
                                                            
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Figure 4-1 Key transportation infrastructure in Thailand 

Source: Agra CEAS 

Shipping 
The Port Authority of Thailand (PAT) operates Thai ports in conjunction with public companies including 
Hutchison Ports Thailand and PSA International. PAT operates not only the largest ones: Bangkok, and 
Laem Chabang, but also Chiang Saen, Chiang Khong (river ports), Ranong, as well as the Bangkok Coastal 
and Barge Domestic Terminal.  

Laem Chabang, located in the eastern Thailand, on the Gulf of Thailand, is the country's main deep sea 
port. It consists of several separate ports and occupies over 10km2.  

Bangkok port, located on the east side of the Chao Phraya River, in Khlong Toei District, occupies over 900 
acres (3.6 km2). It was the busiest seaport until 1997, when the Laem Chabang stated in the first position 
until now.  

  
 
 
 
 
 
 
 
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In 2016 these ports handled 9 379 vessel calls, and total cargo volume of 93 million tons.28  

Figure 4-2 Main ports in Thailand 

Source: Agra CEAS 
Inland river ports in brown. 

Air freight 
Thailand  has  109  airports,  among  them  the  bigger  international  airports  are  in  the  cities  of  Bangkok 
(Suvarnabhumi and Don Muang), Chiang Mai, Chiang Rai, Phuket and Hat Yai.  

The two busiest airports for air cargo freight are located near the capital of Thailand:  

•  Bangkok Suvarnabhumi  
•  Bangkok Don Mueang 

In 2018 freight transport grew 4.6%, representing 1.65 million metric tons (of which 94.4% corresponded 
to international cargo).29  

28 PAT Performance in fiscal year 2016". Bangkok Post. Port Authority of Thailand (PAT) (2016). 
29 
International  trade  studies  2019.  https://www.icex.es/icex/es/navegacion-principal/todos-nuestros-
servicios/informacion-de-mercados/estudios-de-mercados-y-otros-documentos-de-comercio-exterior/index.html 

ICEX 

  
 
 
 
 
 
 
 
                                                            
 
 
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Figure 4-3: Major International cargo airports in Thailand 

Source: Agra CEAS based on various 

Rail freight 
Thailand has an extensive passenger and cargo railway network, reaching to the borders of Burma, Laos, 
Cambodia and Malaysia, allowing trade to the nearest ASEAN countries. 

The  4  500  km rail  network (not  including  mass  transit  lines  in  Bangkok)  is  operated  by  the 
State Railway of Thailand and covers four main lines:  

•  Northern Line, which terminates in Chiang Mai 
•  North-eastern  Line,  which  terminates  at  Ubon  Ratchathani  and  the  Lao  border  in Nong  Khai 

Province 

•  Eastern Line, which terminates at the Cambodian border in Sa Kaeo Province 
•  Southern Line, which terminates at the Malaysian border in Songkhla and Narathiwat Provinces 

All long-distance trains originate from Bangkok's Hualamphong Train Station. Alongside the main routes 
the Thai Railway system has several curious branch lines, originates in the need of connection with the 
old fishing ports. Despite the developed rail network, rail freight remains minor, accounting for about 2% 
of all freight transported in Thailand.30 

30 https://asia.nikkei.com/Politics-Economy/Economy/Thailand-takes-a-long-term-gamble-on-Isaan-region?page=1  

  
 
 
 
 
 
 
 
 
                                                            
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Figure 4-4 Railway network in Thailand 

Thailand - Market Entry Handbook  

Source: Agra CEAS 

Road Freight 
As  part  of  the  Greater  Mekong  area  road  network  Thailand is  acknowledged  as  having  the  most 
extensive road transportation network in all Southeast Asia with all-weather highways and intercity roads 
linking them to the road network covering the whole country, and moreover, developing the economic 
corridor to improve trade between the neighbour countries. The continuous expansion and improvement 
of the country’s roadways could be seen in the more than 390 026 km of road, of which 384 176, (98.5%) 
is tarmac, and 66 266 km forming a national highway network connecting each region of the country. The 
Department  of  Highways  has  developed  the  concept  of  a  20-year  Intercity  Motorway  Development 
Master Plan for the period 2017 – 2036, comprising 21 routes with a total length of 6 612 km.31 

Major investment to create a logistic shortcut for the region is underway. The road networks between 
Myanmar’s  Dawei  Port  and  Thailand’s  biggest  port  Laem  Chabang,  will  provide  immense  business 
opportunities  opens  the  western  gateway  for  existing  production  bases  in  East  Asia.  New  highways 
throughout the country will eventually become part of the East-West Economic Corridor (EWEC), which 

31 The Board of Investments of Thailand. Highways 2019. https://www.boi.go.th/index.php?page=highways 

  
 
 
 
 
 
                                                            
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will link the South China Sea with the Bay of Bengal, and the North-South Corridor which will link Singapore 
with Kunming in China. 

In view of the level of development of the road network, it is unsurprisingly the main way of transporting 
goods within the country. 

4.4.2  Distribution 

4.4.2.1  Retail channel overview 

Thailand’s  retail  food  sector  is  modernising  due  to  the  government  investment  in  transport,  internet 
infrastructures and private investment, leading to a competitive market for food and beverage products. 

Supermarkets and Hypermarkets 
Supermarkets and hypermarkets are a common retail channel in Thailand, offering a range of different 
products, including local and imported food, fruits, vegetables, seafood, beverages, and organic products. 
Frequently,  supermarkets  have  in-store  restaurants,  to  promote  meat  and  seafood  products  in  their 
frozen/chilled form, prepared in restaurant menus, or prepared in take-home meals.  

Supermarkets are concentrated in the Bangkok metropolitan area and in major provincial urban centres 
such as Chiang Mai, Phuket, Chonburi, and Nakorn Rachasima; and they target the middle-high income 
consumer. In contrast to supermarkets, hypermarkets are located in the outskirts and non-metropolitan 
areas  due  to  the  high  land  prices.  Hyper  and  supermarket  chains  had  started  to  offer  new  formats  of 
smaller-scale retail stores (mini-markets and convenience stores), more oriented to medium-low income 
consumers.  

Central Food Retail (Central Food Hall and Tops Market), The Mall Group (Home Fresh Mart and Gourmet 
Market), Foodland Supermarket, Villa Market, UFM Fuji, and Rimping Supermarket lead the supermarket 
sector and Tesco Lotus and Big C the hypermarket one.32 Supermarkets such as Central Food Retail and 
Villa  Market  have  their  own  import  divisions,  whereas  hypermarkets  like  Tesco  Lotus  only  import 
company  branded  products.  Siam  Makro  (cash  &  carry)  also  sources  and  imports  food  and  beverages 
products worldwide33. 

Convenience stores 
Due to the recent changes in Thai society, demand for convenient, inexpensive, and time- efficient foods 
has  increased  significantly.  In  line  with  this,  convenience  stores  serving  ready-to-eat  meals,  coffee, 
beverages,  baked  goods,  a  variety  of  snacks,  and  other  confectionaries  constituted  the  sector  that 
experienced  the  highest  growth  in  the  country  in  2018  (in  comparison  with  supermarkets  and 
hypermarkets).  One  recent  trend  in  Thailand  is  that  the  division  between  convenience  stores  and 

32 Krungsri Research, Euromonitor International, USDA Foreign Agricultural Service, Bangkok, Thailand. 
33 USDA Foreign Agricultural Service. Thailand Retail Food 2019.  
https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Retail%20Foods_Bangkok
_Thailand_7-2-2019.pdf 

  
 
 
 
 
 
 
 
 
                                                            
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supermarkets has been blurring with chains offering deluxe convenience stores with greater offerings and 
mini supermarkets with a limited variety of items. 

7-Eleven  is  the  key  player  in  the  convenience  store  retail  market,  accounting  for  64%  of  the  17  205 
convenience stores and is sourced locally by the CP food group34. 

Independent small grocers 
As noted above, convenience stores have grown rapidly in popularity in Thailand in recent years, largely 
at the expense of independent small grocers. Nonetheless, this channel remains one of the most popular 
in  Thailand  for  the  local  purchasers  of  food  and  drink  products;  and  they  can  be  found  in  both 
metropolitan and rural areas. In small towns and villages in remote areas of the country, where modern 
retail is not present, there is a heavy reliance on these independent small grocers with traditional food 
and beverage products. 

Food markets 
Thailand is also known for its many food markets, offerings of ready-to-eat meals, snacks, fruits and drinks 
at food carts or food stalls on the street side of many cities. Bangkok has the most famous street centres 
as  Yaowarat  (Talat  Noi,  Wat  Traimit  and  Chaleoem  Buri),  Nang  Loeng,  Sam  Phraeng,  Pratu  Phi,  Bang 
Lamphu, Totse, Sam Yan, Tan Din Daeng, Wongwian Yai, Wang Lang, Talat Phlu, etc. 35 

The proliferation of Thailand's street food culture is  attributed not only to rich culinary culture  but to 
previous mentioned factors as Thai way of life that revolved around agriculture and food production, the 
rapid urbanization that created local demand and subsequently opportunities in food service especially 
in urban areas, as well as rising demand for local foods by foreign visitors. 

Wet markets  
Due to the local importance of fresh food in culinary tradition, accessibility and it competitive lower prices, 
wet  markets  are a key venue for  grocery shopping in  Thailand.  Traditional wet  markets or meat stalls 
selling  fresh  meat,  often  have  the  advantage  of  being  located  near  slaughter  facilities,  promoting  the 
distribution of the product and the lower prices to the final consumer. Wet markets also have increased 
they role supplying supermarkets and hypermarkets, meanwhile the number of wet market providers in 
almost static over the years36.  

E-commerce 
As previously mentioned, Thailand 4.0 scheme established a good internet infrastructure, with one of the 
highest  penetrations  in  the  region,  laying  the  groundwork  for  a  promising  e-commerce  expansion. 
However, despite the high level of use the average expenditure through e-commerce in 2018 was around 
USD 100, significantly lower than world average of just over USD 600. The fastest growing online sales 

34 Krungsri Research, Euromonitor International, USDA Foreign Agricultural Service, Bangkok, Thailand. 
35 Chawadee Nualkhair (2015). Thailand's Best Street Food: The Complete Guide to Streetside Dining in Bangkok, 
Chiang Mai, Phuket and Other Areas. ISBN 9781462915293. 
36 Roughneen, Simon (2018). Southeast Asia’s traditional markets hold their own. Nikkei Asian Review  

  
 
 
 
 
 
 
 
 
                                                            
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category from 2017 to 2018 was the food and personal care sector with sales worth EUR 0.4bn and 30% 
growth compared to 2017. Some of the reasons for this were explored in section 3.2. 

Online grocery sector is expanding rapidly in Thailand, making Thailand in the 5th fastest-growing online 
grocery markets in the world. Due to this, Thailand is expected to have the largest ‘modern trade’ grocery 
market in Southeast Asia by 2021, with the country’s overall grocery spend forecast to be second only to 
Indonesia amongst the region’s largest economies with traditional grocery players in the centre of the 
development. Kaidee has proven a particularly important channel for grocery retail (see section 6.1.1.1 
for some more information).37 

Hotels, restaurants and cafés 
As previously mentioned, changes in modern culture, a wider range of consumers with higher incomes 
and the importance of Thailand as one of the most attractive travel destinations have increase interest in 
restaurants and hotels in offer more expensive and gourmet food of foreign countries. The development 
in  the  hospitality  industry  and  the  recent  investments  have  increased  their  importance  for  food  and 
beverage  imports.  As  the  industry  continues  to  develop,  the  role  of  importers  and  wholesalers  in  this 
particular chain may decrease as operators begin to work with larger food service operators instead.  

4.4.2.2  Intermediaries  

Due to the characteristics of distribution chain in Thailand, Intermediaries can play an important role in 
getting products on the shelves in Thailand. The need for intermediaries and nature of ideal intermediaries 
varies depending on the end market targeted: 

•  Retail  sector:  while  some  retailers,  larger  ones  in  particular,  will  import  directly,  there  are 

importers who focus on the import and supply of goods to the retail sectors.  

•  Food service and hotels: it is estimated that around 1/3 of food and drink products used by this 
channel are imported. Cash and carry is the main sourcing channel the sector uses, with Makro a 
notable name in the cash and carry space that offers a wide range of imported food. Wholesale 
markets are also commonly used for sourcing by the food service and hotel industry. 

•  Food processing: generally this segment will source ingredients from channels different to those 
used  by  the  retail  and  food  service  sectors.  Large  trading  companies  tend  to  be  an  important 
source – and hence intermediary – for this segment. 

Thailand  is  an  important  regional  hub  in  general  terms,  and  indeed  offers  several  advantages  and 
incentives for companies who are considering a regional presence e.g. through setting up a subsidiary. 
However, it does not serve as a particularly strong regional hub for intermediaries. Therefore, while some 
intermediaries present in Thailand may offer access to other markets in the region and perform regional 
re-export, most intermediaries will be primarily active on the Thai market only. 

Intermediaries and retailers will most commonly have minimum order quantities (MOQs) or weights on a 
fortnightly or monthly rolling basis; some indicative minimums are presented in Table 4-6 below. As the 

37 Australia Trade Government. Guide e-commerce in Thailand. https://www.austrade.gov.au 

  
 
 
 
 
 
 
 
                                                            
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ones for food service and retail are based on what is standard for the local market in Thailand, importers 
may  have  higher  MOQs  for  some  products  given  the  additional  challenges  of  importing.  Generally 
products are sold on a wholesale basis rather than a consignment basis; the latter may only be accepted 
for products with very high order value. 

Table 4-6: MOQs for selected products and end markets in Thailand 

MOQ by sector 

Local Food Service 

Local Retail 

Wine 

Spirits 

Beer 

6-7 cases of 12 bottles 

2-3 cases of 12 bottles 

50  cartons  of  around 
300ml 

10 standard cases of 12 
bottles of 750 ml wine 

10 standard cases of 12 
bottles 
Min.  200  cartons  of 
330ml 

Regional re-export 
100  standard  cases  of 
12  bottles  of  750  ml 
wine 
50 standard cases of 12 
bottles 
Min  1  container  (1200-
1400 cartons) 

Chocolates 
confectionary 
Fresh 
vegetables 

fruits 

and 

and 

Min. 1kg 

Min. 5kg 

 Source: Agra CEAS / Euromonitor International  

Min. 50 packets 

1000 cartons 

10 crates 

With  regard  specifically  to  the  import  of  alcoholic  beverages,  it  should  be  noted  that  only  companies 
registered in Thailand with majority Thai ownership are permitted to market alcohol in Thailand and the 
excise department requires that such a company be appointed as a sole importer/distributor of a certain 
imported alcoholic product. There are no legal restrictions on elements such as the duration of exclusivity 
and geographical coverage – these are open to negotiation with the partner in question. 

Finally, some points to consider when working with Thai intermediaries: 

•  As with most markets, it is useful to conduct more detailed market research prior to entry taking 
into account the specificities of your product. It can be beneficial to adapt the product to the local 
tastes, and suitable pricing is important. 

•  EU  exporters  should  identify  the  best  distribution  channel  (e.g.  local  importers,  distributors, 
supermarkets, retailers, etc.) and establish a good relationship with their representatives as they 
are very useful in facilitating and promoting exports. 

•  When introducing new products, several factors should be kept in mind. Middle to upper-income 
Thai consumers have an aversion to low-quality products and are attracted to branded products. 
They also tend to be image-conscious (see also section 3.3). Existing brand loyalties are most likely 
to  be  replaced  by  new  products  that  focus  on  good  quality,  better  packaging,  availability, 
promotions, and competitive prices.  

•  Trade fair participation is another way to raise awareness of your product and, in some cases, 

identify potential intermediaries (a list of trade fairs can be found in section 8.4). 

  
 
 
 
 
 
 
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•  To  be  successful  exporters  should  provide  reliable  product  availability,  consistent  quality, 

technical support, and try to respond to inquiries within 24 hours. 

•  Most business in Thailand is conducted based on a network of referrals and on the reputation of 
the partner. This is important to bear in mind both when reaching out to potential intermediaries; 
and when selecting an intermediary.  With regard to the latter, exporters should try to work with 
a  representative  or  agent  who  has  or  can  get  strong  local  connections  with  target  customers 
(retailers, hotels, restaurants, and food processors), has a good understanding of Thai food and 
agriculture  regulations,  and  food  import  procedures.  Intermediary  knowledge  of  the  correct 
authorities and their staff can be the key to doing business successfully in Thailand. 

•  Exporters should be patient and think long term. It is not unusual to visit the market 2-3 times 

before details are finalised. 

Business Contact Database: 
A database of importers, wholesalers, retailers and distributors can be found in section 8.5 

N.B. due diligence will have to be performed for any contacts on this database as no warranty is given 
as to the standing of these individuals, organisations or firms and no corresponding responsibility or 
liability is accepted by the authors. 

4.4.3  Business environment 

Thailand ranked 21st out of 190 countries in the World bank’s report on ease of doing business, and as 
mentioned before, with openness to the international market, and with the agri-food sector in particular 
boosted by the Board of Investment under the title “Thailand, Kitchen of the World”. Thailand is in the 
eight-best position of the index of Economic Freedom considering Asian Pacific countries in 2019.  

However,  foreign  companies  face  numerous  restrictions  mainly  in  telecommunications,  banking  and 
insurance. Labour informality of around 50% and wages disparities,  low performance in the corruption 
perception index and challenges with keeping up with changing legislation must also be considered 38. 

A  number  of  reforms  are  facilitating  the  business  landscape  in  the  last  years,  as  `getting  electricity” 
scheme to increase transparency, stablish a fixed registration costs to start a business, and “e-matching” 
scheme  to  digitalize  the  import  and  export  expeditions,  reducing  the  fulfilment.  Businesses  using  the 
internet expanded from 20.5% of businesses in 2013 to 30.1% in 201839. 

The Thai market is often perceived by EU companies as a difficult and hence rated as a secondary market 
in its strategies on the Asian continent, in which the large markets of China, India, Korea or Japan are 

38  World  Bank.  Doing  Business  https://www.doingbusiness.org/en/data/exploreeconomies/thailand/starting-a-
business 
39 Euromonitor International: Economies and Consumers, 2020 

  
 
 
 
 
 
 
 
                                                            
 
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prioritized.  Japan,  Singapore  and  Australia  are  the  major  investors  in  the  country,  meanwhile  the  EU 
stopped being the second source of investment in 2015 as the Netherlands withdrew investment.  

It is important to consider that business is generally conducted in English (or Thai), face to face. More 
information on etiquette and do’s and don’ts can be found in section 7. 

4.4.4  Key operational considerations and challenges: summary 

Key challenges to bear in mind are as follows:  

•  Challenges to keep up to date and comply with legislation, both the release and interpretation of 

which are not always clear for foreign companies 

•  Protection of your IP if your product possesses notable IP.  
•  The existence of foreign exchange controls (although more relaxed following 2018 reforms). 
•  The challenges posed by the geography of the country and the internal transportation network, 

which may in turn make it more attractive to target specific markets within the country. 

4.4.5  Other relevant information 

4.4.5.1  Methods of payment in Thailand 

In Thailand the vast majority of informal transactions are conducted in cash. However, similar to many 
other ASEAN countries (e.g. Indonesia, Malaysia and Philippines), Thailand is focusing on development of 
digital  financial  services  as  part  of  their  National  Financial  Inclusion  Strategies.  The  use  of  “faster 
payments” mobile money enables real-time payment to individuals, businesses and Governments on 24 
hours  a  day/7  day  a  week  basis.  This  has  been  encouraged  for  government  tax  credits  (also  paid  by 
cheque) and in the revolving funds for microfinance and grants for community projects.40 

The  improved  e-payment  infrastructure  and  e-commerce  expansion  has  increased  exponentially  the 
growth in usage of mobile banking. The largest no-cash consumer segment is made up of heavy users 
called “Middle Aged Go-Getter” who look for mobile banking applications with high levels of reliability 
and useful features.  

4.4.5.2  Travel from the EU to Thailand 

Nationals of EU countries are exempt from requiring a visa to enter for short durations (30 days), with the 
exception of Bulgaria, Cyprus, Malta and Romania that should apply for a visa on arrival for 15 days. The 
Thailand embassy in your country will provide further information and requirements in case your country 
is on the exception list (www.thaiembassy.org). There are a maximum two entries by land per year, but 
this limit does not apply to airport entries. 

40  World  Bank  Group  Publications,  2019.  http://pubdocs.worldbank.org/en/361051561641115477/pdf/Fintech-
executive-summary.pdf 

  
 
 
 
 
 
 
 
 
 
                                                            
 
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5  Market Snapshots for Selected Products  

This section provides specific information for various food and beverage categories and products. This 
information covers three main categories: 

•  Consumption:  data  on  the  evolution  of  consumption;  consumer  profiles  and  any  notable 

consumer trends;  

•  Offer:  domestic  production;  imports  and  exports;  the  competitive  landscape;  relevant 

specific customs procedures/import considerations; 

•  Distribution: main distribution channels used; domestic and imported offer. 

Furthermore, each category contains a SWOT analysis and a key takeaways message.  

Fresh meat 

Fresh fruit and vegetables 

Dairy 

Wine 

Chocolate and 
confectionery 

Spirits 

Beer 

Olive oil 

Pet food 

Ice cream 

Prepared baby food 

Processed fruit and 
vegetables 

Pasta 

Baked goods 

Biscuits and cereal bars 

  
 
 
 
 
 
Thailand - Market Entry Handbook  

WEAKNESSES (-) 
  Country  is  self-sufficient  in  almost  all  types  of 

 

meat. 
Pork and poultry – demand for which is satisfied for 
domestic  production  –  dominate  the  market. 
Demand  for  mutton  on  the  other  hand  is  almost 
non-existent. 

  Despite extensive efforts from Member States and 
the EU, few export protocols have been granted. 

THREATS (-) 
  Very  strong,  and  still  developing  domestic 

production. 

  Australia  and  Argentina  well  established  in  the 

niche market of high-end beef. 

68 | Page  

5.1  Fresh meat 

5.1.1  SWOT analysis 

STRENGTHS (+) 

 

Fast  growing  demand  for  meat  –  well  ahead  of 
population growth – fuelled by increasing incomes. 
  While price is an important consideration, quality 
is also taken into consideration; and consumers are 
increasingly  paying  attention  to  factors  such  as 
production method and origin.  

OPPORTUNITIES (+) 
  A  shortage  of  domestic  production  of  high  end 
beef  means  imports  are  needed  to  fulfil  this 
demand. 

  High  levels  of  demand  for  imported  edible  offal, 

notably for the pork processing industry. 

  Any new export protocols granted to EU exporters 
will  offer  considerable  opportunity  given  the 
limited access that other countries also have to the 
market. 

5.1.2  Consumption 

5.1.2.1  Evolution of consumption 

Poultry is the most popular meat in Thailand by some distance; over 1.1m tonnes were consumed in 2018. 
As well as being popular, the market is fast growing; it grew at 2.4% per year over the period 2013-18 and 
is forecast to grow even more quickly at over 3% per year going forwards. Pork is the second most popular 
meat with 711 000 tonnes consumed. Growth of the market for this meat – both historical and projected 
– is lower in volume terms. While the market for beef is considerably smaller at 207 000 tonnes, it was 
the fastest growing meat in volume terms over the  period 2013-18 at 3.7% per year.  Going forwards, 
consumption  is  forecast  to  grow  in  line  with  pork  at  around  3%  per  year.  The  market  for  mutton  is 
negligible, at just 3 000 tonnes (Figure 5-1).  

  
 
 
 
 
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Figure 5-1: Evolution and forecast of fresh meat market (000 tonnes) in Thailand, 2013-2023; total volume 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

4.5
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
-0.5
-1.0

Poultry
1 122.4

Mutton
3.1

Beef
206.7

Pork
710.8

Other Meat
7.0

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

Historic CAGR % 2013/18

Source: Euromonitor International: Fresh Food, 2020.  

5.1.2.2  Consumer profile and purchase criteria 

Consumers 
Meat is an integral part of Thai cuisine, with many dishes including either poultry and pork in particular. 
As a consequence of this, meat is consumed by the vast majority of the Thai population to some extent. 
Nonetheless,  both  the  level  of  consumption  and  type/cut  of  meat  consumed  varies  across  the  Thai 
population. For example, meat features more heavily in the traditional cuisine of central and northern 
Thailand than that of southern Thailand, which is primarily based around seafood. As is the case elsewhere 
in the region, consumers with higher levels of income tend to consumer greater quantities of meat; beef 
in particular stands out as a meat that is more commonly consumed by wealthier consumers. Traditional 
Thai cuisine was based on stewing to a high extent, which facilitated the use of tougher cuts of meat; 
though other cooking methods such as frying were subsequently introduced into Thai cuisine, expanding 
the range of cuts used.41 

Drivers and method of consumption 
As  implied  above,  the  use  of  meat  in  traditional  dishes  is  a  notable  driver  of  meat  consumption  and 
method of consumption. Nonetheless, there are further notable drivers, most of which are more recent. 
Indeed, some of these explain the recent lower growth of pork, which traditionally been extensively used 
in Thai cuisine. These drivers include: 

•  Domestic availability of meat. As noted in section 5.1.3.1, Thailand has become a major producer 
of poultry meaning there is substantial domestic supply. At the same time, production of pork in 
Thailand  has  been  impacted  recently  by  African  swine  fever.  These  supply  patterns  have 
subsequently driven consumption of poultry in particular through the mechanism of price.  

41  https://www.foodnetwork.com/recipes/articles/regional-thai-cuisine;  https://www.ajas.info/upload/pdf/ajas-
31-7-968.pdf  

  
 
 
 
 
 
                                                            
 
 
 
 
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• 

Increased health consciousness, leading to higher consumption of poultry meat rather than red 
meats; as well as increased interest in certain production methods such as organic and GMO-free 
feed. 

•  Religious and cultural restrictions. While predominantly a Buddhist country (see section 2.1.3), 
there  are  sizeable  minorities  with  different  restrictions  on  meat  consumption.  The  Muslim 
minority with restrictions on pork consumption is the most obvious, though Hindu and Chinese 
folk religions also pose restrictions. For example, the southern city of Phuket practices a 9 day 
vegetarian festival in September and October due to its large population that practices Chinese 
folk religion. 

•  Use in traditional Thai cooking as well as demand in certain growing foreign cuisines. The use 
in  traditional  Thai  cooking  drives  consumption  to  a  great  extent,  with  poultry  and  pork  both 
popular partly for this reason. Beef on the other hand does not feature much in the cuisine of 
Central  and  Northern  Thailand  (but  does  to  an  extent  in  the  south).  Typically,  meat  used  in 
traditional Thai cuisine will be deboned and cut in to small pieces. However, increasing interest in 
certain foreign foods such as Japanese  and Korean-style yakiniku  or shabu-shabu  have further 
fuelled the demand for high quality, juicier pork such as Korubuta pork; as well as for some cuts 
such as belly. 

Purchase criteria 
Firstly, the overall preferences for different meats set out above play – influenced by certain drivers such 
as health consciousness – have a notable role in the overall purchase decision. In addition to this, price is 
an important overarching criterion for the Thai mass market. Nonetheless, there are additional criteria 
which  will  be  taken  into  account  by  some  consumers.  Quality  is  a  notable  purchase  criterion  that 
purchasers often apply in combination with price (i.e. consumers will often look for products of a good 
quality at reasonable prices). Increasingly, branding is gaining importance in the purchasing decision in 
the case of purchase through modern retail channels. It is often seen as an indication of quality assurance, 
and indeed perceptions of brand weigh heavily for some consumers. 

Further  building  on  the  criterion  of  quality,  there  are  some  consumers  who  specifically  look  for  high 
quality  premium  products;  and  this  is  reflected  by  the  availability  of  such  products  in  modern  trade 
channels  across  the  country.  For  these  consumers,  sub  criterion  such  as  origin  and  method  of 
rearing/feeding are important indicators of quality; in addition to brand (which was mentioned above). 

In the specific case of poultry meat, dark meat is preferred by consumers over white meat (as is generally 
the case in the south east Asia region). Leg quarters in particular are popular. Chicken offal can also be 
quite popular. For pork and red meat, while cuts will vary depending on dishes/usage, a certain level of 
marbling is generally preferred. Overall, somewhat lean meat that can be cut into small pieces is preferred 
for  pork,  though  belly,  ribs,  intestines  and  head  can  also  be  popular.  As  noted  above,  beef  is  more 

  
 
 
 
 
 
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consumed in the south than other regions with consumers most often choosing based on the tenderness 
of the cut. 42 

5.1.2.3  Recent market trends 

Meat consumption is forecast to continue to grow in Thailand, driven by increases in income. Despite 
already being the most popular meat in Thailand, poultry is forecast to grow at 3.5% per year in volume 
terms for the period up to 2023, well above the country’s almost negligible population growth. Pork and 
beef are also forecast to grow quickly at 2.9% per year over the same period (Figure 5-1). 

As noted in section 5.1.2.2, increasingly criteria other than price are being taken into account. With this 
trend expected to continue going forwards, increased focus on farming systems, feed, animal welfare and 
standards such as organic can also be expected in the future. Producers are likely to continue to push 
their brands; and indeed they are likely to plug in to some of the factors identified above. 

The food service channel is of increasing importance for meat consumption, as will be seen in section  
5.1.5. Busy, urban lifestyles are contributing to the increasing consumption of meat outside the house in 
food service channels; and this trend is likely to continue into the future. Finally, in the specific case of 
pork,  while  leaner  meat  is  that  which  is  traditionally  preferred  for  Thai  dishes,  consumers,  as  seen  in 
section 5.1.2.2 consumers increasing take into account the marbling of the meat and also consider cuts 
which may not be considered lean, such as belly.  

Meat on retailers’ shelves in Thailand 

While modern retail outlets are increasing in popularity, wet markets continue to play a role in the 
distribution  of  fresh  meat  in  Thailand  (see  section  5.1.5).  Meat  may  either  be  sold  through  retail 
channels prepacked on shelves, or at a specialist butcher’s counter (see below). 

42  Euromonitor  International:  Fresh  Food,  2020;  https://www.fas.usda.gov/data/thailand-poultry-and-products-
annual-4; https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6819675/  

  
 
 
 
 
 
 
 
 
                                                            
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Imported products are most clearly visible in the premium segment, notably that of beef. Premium 
imported beef is most commonly sold in packages of 200-300 grams. Pricing varies; while THB 150 (EUR 
4.50) is a common price for premium beef in such a package size, it is possible to find products priced 
up to THB 1000 (EUR 27) for a similar pack size. Imported beef products may be displayed separately 
from other products. Flexible plastic is generally used for packaging, but paper packaging may also be 
added for labelling purposes and to provide a premium appearance (see below).  

  
 
 
 
 
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While other imported products are available, they may not be as prominent. Commonly local importers 
will import a bulk lot and then take care of the packaging themselves. 

Pictures: © Agra CEAS / Euromonitor International, 2020. 

  
 
 
 
 
 
 
 
75 | Page  

5.1.3  Offer 

5.1.3.1  Domestic production 

Thailand - Market Entry Handbook  

Thailand is a major producer and exporter of poultry meat; indeed the poultry sector evolved massively 
over the last 40 years to become among the country’s most important agri-food producing and exporting 
sectors, albeit still some way behind rice and sugar. Thailand produces a bit under 2m tonnes of poultry 
meat; and while around 2/3 of this is consumed domestically, the remaining 1/3 is exported (whether 
processed or unprocessed). Production of poultry meat has increased fairly steadily and is expected to 
continue  to  increase  going  forwards.  Production  in  Thailand  has  both  modernised  and  become 
increasingly  integrated  over  time.  It  is  now  estimated  that  10  main  integrated  companies  account  for 
around 80% of production. Nonetheless, Thailand is not a low cost poultry producer, with the high cost of 
feed greatly influencing the price at which poultry can be produced. 

In recent years, a bit under 1m tonnes of pork are produced in Thailand. Production of pork has increased 
in recent years as well as intensified, and the majority of farms can be found in the central province close 
to Bangkok. However, in the last year or so production has been impacted to some extent by the regional 
outbreaks  of  African  Swine  Fever  (ASF),  with  potentially  infected  animals  being  culled  and  other 
preventative measures being taken to avoid the disease spreading into the country from neighbouring 
ones. At the same time, the regional shortage of pork has resulted in a recent spike in pork prices as Thai 
production has been in demand both inside and outside the country. 

Production of beef on the other hand is quite limited, though growing. It is estimated that around 1m 
cattle are slaughtered in Thailand each year, producing in the region of 150 000 to 200 000 tonnes of 
meat. Nonetheless, the actual cattle herd size contains several times this number of heads, with a fair 
amount  of  live  cattle  export  e.g.  to  China  (through  Laos)  taking  place.  A  lack  of  natural  grassland  has 
traditionally  disadvantaged  large  scale  cattle  production  in  Thailand  and  continues  to  do  so.  The 
production system remains quite fragmented and this is reflected by the very small quantities of premium 
beef produced43. 

5.1.3.2  Imports and exports 

Thailand is a major net exporter of meat, with exports outweighing imports by a factor of approximately 
5 to 1 in 2019. Over the period 2015-2019, exports increased by over 50% to around 325 000 tonnes; 
while imports fell to just under 70 000 tonnes (Figure 5-2).  

https://www.rvo.nl/sites/default/files/2016/12/FACTSHEET-POULTRY-SECTOR-IN-THAILAND.PDF; 

43 
https://www.fas.usda.gov/data/thailand-poultry-and-products-annual-4; 
https://www.researchgate.net/publication/309515244_Spatial_analysis_and_characteristics_of_pig_farming_in_T
hailand; https://www.nationthailand.com/news/30380758   

  
 
 
 
 
 
 
                                                            
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Figure 5-2: Trade balance (imports and exports) of fresh meat in Thailand, 2015-19; volume tonnes 

150 000

100 000

50 000

 0

-50 000

-100 000

-150 000

-200 000

-250 000

-300 000

-350 000

s
e
n
n
o
t
e
m
u
o
V

l

)
e
v
i
t
a
g
e
n
=
d
e
t
r
o
p
x
e
;
e
v
i
t
i
s
o
p
=
d
e
t
r
o
p
m

i
(

2015

2016

2017

2018

2019

Exports

Imports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

The main reason that Thailand is a large net exporter of meat is its high exports of fresh / frozen poultry 
–  315  000  tonnes  in  2019  (over  95%  of  all  meat  exports).  Imports  of  poultry  were  negligible  at  2  000 
tonnes. Offal is the main import, with 50 000 tonnes imported in 2019; though more than 10 000 tonnes 
of beef were also imported (Figure 5-3). Mutton imports are minor (1 500 tonnes) and pork imports almost 
non-existent.  As  noted  in  section  5.1.3.1  above,  domestic  production  of  high  quality  beef  is  limited. 
Therefore a lot of the imported beef is higher priced quality beef; as reflected by the unit value of imports, 
which is roughly double that of exports. Some seasonality in the small pigmeat and poultry imports can 
be observed, with imports primarily occurring during the second half of the year. 

With regard specifically to offal, while some is consumed domestically as fresh/frozen or used in food 
service, a large percentage of imported offal goes into the food manufacturing and processing industries. 
More  specifically,  pork  offal  accounts  for  the  majority  of  edible  offal;  and  this  mainly  is  used  for  the 
manufacture of processed pork meat products. Bovine offal, while a minority of imports, are commonly 
used in the food service industry (noodle shops in particular).  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Figure 5-3:Trade balance (imports and exports) of fresh meat in Thailand, by type, 2019; volume tonnes 

0201 and 0202 Bovine meat

0203 Pigmeat

0204 Sheep and goat meat

0206 Offal

0207 Poultry

-350 000-300 000-250 000-200 000-150 000-100 000 -50 000

 0

50 000 100 000

Volume tonnes

Exports

Imports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

Origins of imports are quite fragmented; and when examining origin, it must be remembered that almost 
80% of meat imports are offal. Germany is the number one origin, accounting for just under ¼ of imports 
in volume terms. It is followed by Argentina and Australia, each with around 15%. Both of these countries 
–  Australia  in  particular  –  are  important  origins  for  imports  of  beef.  Italy  accounts  for  around  10%  of 
imports and the rest of the EU a further 15%. Imports from the EU are almost all edible offal (Figure 5-4). 

  
 
 
 
 
  
 
 
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Figure 5-4: Thailand imports of fresh meat by country, 2015-19; volume tonnes 

100 000

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

s
e
n
n
o
t
e
m
u
o
V

l

 0

2015

2016

2017

2018

2019

Germany

Argentina

Australia

Italy

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 0201, 0202, 0203, 0204, 0206, 0207. 

5.1.3.3  EU GI products 

No EU fresh meat products are registered as GIs in Thailand.  

5.1.3.4  Main competitors 

The main competition comes from domestic production. Poultry is the most popular meat in Thailand, 
and the country runs a strong production surplus in the meat, despite being partially hamstrung by higher 
production costs due to the price of feed. Indeed, Thailand imported only 2 000 tonnes of poultry meat 
in 2019, a fraction of the 325 000 tonnes it exported. The country is self-sufficient in pork with almost 
insignificant imports. The country has a very minor deficit in beef imports (self-sufficiency is over 90%). 
This deficit is largely due to a lack of domestically produced beef targeting the high-end; with Australia, 
Argentina, New Zealand and the US competing to fill this void. Australia and New Zealand in particular 
have favourable access terms to the beef market, with tariffs on many beef products having fallen to zero 
at the beginning of 2020.44 The main area where competition is non-domestic is that of offal. While origins 
of offal are quite fragmented, Germany is the number one origin, accounting for around 30%, followed 
by Argentina and Italy. 

44 https://www.austrade.gov.au/Australian/Export/Export-markets/Countries/Thailand/Industries/food  

  
 
 
 
 
 
 
                                                            
 
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5.1.4  Specific market entry requirements 

Market Access and Entry  
Countries must be approved for the meat product in question before it can be exported to Thailand. The 
situation with access can change; a list from 2018 can be found at the following address: 
http://en.dld.go.th/index.php/en/imports-exports/list-of-countries-to-import-menu 

However, given the frequency of potential change and the backlog of applications for some EU countries, 
it is recommended that the corresponding Ministry in the Member State in question, or the Embassy of 
the Member State in Thailand be contacted to check if access for a certain meat product has been granted. 
For example, the above list does not contain fois gras for which France is authorised. It also does not 
contain  the  list  of  countries  authorised  for  processed  animal  protein  or  genetic  material.  It  should, 
however, be noted that the list is correct with regards to pigmeat – no EU Member States are authorised 
for export to Thailand at the time of writing. 

It is important to note that accreditation of a country is valid for three to four years; after which it has to 
be renewed. In the case that a re-audit has not historically been possible within the timeline (e.g. due to 
insufficient resources to perform the re-audit), authorisation has been extended in the past. Whether or 
not the individual establishments in a country have to be accredited as well as the authorities of a country 
itself depends on the protocol in place following accreditation; once again, it is recommended that the 
Ministry in the Member State in question be consulted to determine this. 

As  per  Table  4-2,  various  documents  are  required  to  import  fresh  meat  products  into  Thailand.  These 
include: an import approval for live animals and animal products; a veterinary health certificate for animal 
products; and a licence to deal in animal products. These may incur fees. The 2018 rates for the licence 
can be found at the following link: http://en.dld.go.th/index.php/en/ 

In terms of tariffs, European fresh meat products face varying tariffs. By major meat type: 

•  Beef faces 50% MFN tariffs  
•  Mutton faces 30% MFN tariffs 
•  Pork, poultry and edible offal of meat face 30-40% MFN tariffs 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code: 
e.g. pork: https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=0203  

Customs procedures  
The customs procedures for importing foodstuffs are set out in 4.2.1. A full list of the general requirements 
for export were set out in Table 4-1. A list specifically for fresh meat was identified in per Table 4-2 and 
full details can be found on the website indicated in the box below.  

  
 
 
 
 
 
 
 
 
 
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Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on European Commission website by entering the corresponding CN code: 
e.g. poultry: https://madb.europa.eu/madb/datasetPreviewIFpubli.htm?hscode=0207&countries=TH  

Standards, SPS measures  
As noted in section 4.3.4, there are two main barriers that EU exporters should be aware of: 

•  Delays  to  import  application  procedures.  Several  applications  of  EU  countries  for  exports  of 
livestock products have remained pending for a number of years without any indication of when the 
process will be finalised. Most notably this includes several applications for pigmeat. 

•  Non-recognition  of  regionalisation  due  to  avian  influenza  (AI).  Thailand  imposes  country-wide 
import  bans  in  the  event  of  an  outbreak  of  avian  influenza in  an  EU  Member  State;  though 
regionalisation for AI has been recognised in the specific cases of France and Hungary. Due to the 
small number of protocols in place, there is not recent experience with the regionalisation issue for 
other diseases; however, it is fair to expect that the non-recognition of regionalisation would likely 
extent to other diseases as well. 

Up to date information on appropriate documents concerning SPS measures and provisions for meat 
can be found at: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=0201&countryid=TH#h20  

Labelling  
Generic labelling requirements were described in section 4.2.3; though as a food which has not passed 
through any processing, fresh meat should not be subject to these. Bulk meat must generally bear a meat 
inspection legend. 

Any  meat  products  being  labelled  as  halal  need  a  halal  certificate  and  must  bear  the  halal  logo.  The 
authority responsible for halal certification in Thailand is the Central Islamic Council of Thailand (CICOT). 
The country of origin should be marked on any retail meat packaging. 

5.1.5  Distribution  

The majority of meat - 64% - is distributed through retail channels. The remainder is mainly distributed 
through  food  service  channels,  though  a  small  percentage  passes  through  institutional  channels. 
Nonetheless, the importance of retail channels has fallen in recent years at the expense of food service 
(Figure 5-5). 

  
 
 
 
 
 
 
 
 
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Figure 5-5: Distribution of fresh meat in Thailand (volume) 

Source: Euromonitor International: Fresh Food, 2020.  

Among retail channels, wet markets are the key traditional channel. They are falling in importance as an 
increasing share of consumers have refrigerators, so the habit of buying perishable food on a daily basis 
from wet markets is in decline; and increased interest in product standards / hygiene drive consumers to 
other channels. Nonetheless, wet markets do remain popular for many consumers in rural areas. Modern 
retail channels (hypermarkets, supermarkets and convenience stores) at the same time are increasing in 
importance for the distribution of fresh meat. Indeed these channels are now estimated to account for 
over 60% of the retail distribution of all fresh products (meat and fruit and vegetables) in Thailand. Urban 
consumers  are  an  important  driver  in  the  increasing  popularity  of  modern  retail  channels  for  fresh 
produce distribution. Cash and carry outlets are notable channels which the food service industry uses for 
sourcing fresh meat products. 

  
 
 
 
 
 
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5.1.6  Challenges for EU products 

The main challenges that EU products face are twofold. Firstly, there is a general lack of demand for them. 
Thailand is a large producer of meat, and entirely self-sufficient in poultry and pork, the two most popular 
meats that represent 90% of the market by volume. Imports of both these types of meat are negligible. 
While the country is almost self-sufficient in beef, a slight shortage does provide some opportunities for 
importers – though countries such as Australia (which has favourable access terms) and Argentina are 
already fairly well established in this niche. Secondly, it is very difficult to be granted an approval to export 
to Thailand, and despite the considerable efforts of both Member States and the EU, few Member States 
and products are authorised for export. Nonetheless, the difficulty in obtaining access does mean that for 
any country that enjoys newly granted access, international competition is limited meaning opportunities 
may exist. 

Market Takeaway: Fresh meat 

Consumption: poultry the most popular meat, accounting for over half of consumption by volume. Pork second. Beef 
a small market and lamb very much a niche. 
Competition: high domestic production in the popular meats of poultry and pork. While a niche for high-end beef 
imports exists, Australia and Argentina well established. EU countries strong in offal exports.  
Distribution:  just  under  2/3  distributed  through  retail  channels,  with  modern  retail  channels  now  estimated  to 
account for the majority of retail distribution. Food service gaining in importance in recent years. 
Challenges: strong domestic production provides very few structural opportunities for imports; and limited market 
access further accentuates this. Most notably, there is no real opportunities for pork or poultry imports. Australia has 
good access terms which allows it to dominate beef imports. 
Opportunities:  some  demand  for  high  end  beef  imports.  High  demand  for  offal,  which  is  in  demand  from  the 
processing industry (and to a lesser extent, food service). Exporters should carefully monitor the situation with new 
export protocols as the granting of one will provide access to a market that very few exporters globally have. 

  
 
 
 
 
 
 
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5.2  Fresh fruit and vegetables 

5.2.1  SWOT analysis 

STRENGTHS (+) 

 

The consumption fresh fruit and vegetable is firmly 
ingrained  in  Thai  culture  through  national  dishes 
such as Khao niao and pat thai . 

 

  Consumers are readily exposed to fresh fruit and 
vegetable  products  in  Thailand  due  to  the  large 
amount of domestic production in the country. 
The  government  has  joined  with  private  entities 
and  retailers  in  a  campaign  to  encourage  the 
consumption of these products. 
OPPORTUNITIES (+) 

 

 

 

Premium  fruits  in  Thailand  such  as  pears  and 
cherries (and to a lesser extent apples, apricots and 
prunes) are increasingly desired and are not grown 
to scale in Thailand. 
Imported  fruits  are  typically  purchased  as  a  gift 
product in Thailand. 
Increased interest in organic fruit and vegetables in 
Thailand 

5.2.2  Consumption 

5.2.2.1  Evolution of consumption  

WEAKNESSES (-) 
  Domestic  production  is  so  large  in  Thailand  that 

 

oversupply in the market has become a problem. 
Thailand  has  strict  access  requirement  and  the 
process for EU exports to gain approval to export is 
often long. 

  Agricultural  workers  make  up  a  large  amount  of 
total  employment  in  Thailand,  which  encourages 
locals to buy locals to support this key element of 
the economy. 

THREATS (-) 
  Nations  in  Thailand’s  immediate  vicinity  such  as 
Vietnam can quickly address any shortfalls in local 
production. 
  China  and 

India  are  both  expanding  their 
agricultural  sectors  and  are  both  located  within 
Thailand’s  vicinity.  China  has  attractive  trading 
terms under its long standing agri FTA. 
Premium  products  such  as  kiwis  are 
largely 
imported from New Zealand which has an FTA with 
Thailand. 

 

The consumption of fruits continues to grow in Thailand. Thailand has an ideal climate for the growth of 
fruits such as bananas, oranges and mangoes which leads to these fruits being readily available in the 
country. This is reflected in Figure 5-6 as the most popular fruits; bananas, apples and pineapples are all 
grown locally in the country. Consumers also consume a significant amount of lemon, limes and grapes in 
the country. The largest category “other fruits” has a total volume of 3.8m tonnes and includes fruits such 
as durian and rambutan. The market for kiwis, which are largely imported, is rapidly growing. It was worth 
EUR 12.8 million in 2018, having grown exponentially in the previous five years with a compound annual 
growth rate (CAGR) since 2013 of 12.4%. However this growth rate will slow down to a 1.3% CAGR up 
until 2023. Grapes have a similar situation in that they have grown quickly historically, at a CAGR of 11.5% 
since 2013; however, this will slow down to a 0.2% CAGR up until 2023. Despite the slowdown, grapes 
have a large market value in Thailand of EUR 225 million. 

  
 
 
 
 
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Figure 5-6: Evolution and forecast of fruits market (000 tonnes) in Thailand, 2013-2023; total volume 

Oranges, Tangerines 
and Mandarins
669.4

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

-2.0

7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0

-1.0

-2.0

-3.0

Grapefruit
11.8

Pineapple
424.7

Other Fruits
3 765.0

Strawberries
0.4

Banana
1 774.3

Lemon and Limes
124.0

Kiwi Fruit
3.3

Apples
152.7

0.0

2.0

4.0

6.0
Grapes
115.2

8.0

10.0

12.0

Pears/Quinces
38.6

Historic CAGR % 2013/18

Source: Euromonitor International: Fresh Food, 2020.  

Vegetables are notably consumed in lower quantities than fruits in Thailand. However, this category is 
growing in Thailand and is expected to reach a total volume of 3.9 Million tonnes by 2024, a CAGR of 4% 
from today. Popular vegetables in Thailand include cauliflowers and broccoli, onions and tomatoes which 
are all expected to grow in consumption. The largest category, the “other vegetables” category is made 
up of vegetables such as potatoes, spinach and leeks which are all key elements for many Thai dishes 
(Figure 5-7). 

Figure 5-7:Evolution and forecast of vegetables market (000 tonnes) in Thailand, 2013-2023; total volume 

6.0

5.0

4.0

3.0

2.0

1.0

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

Other Vegetables
2 878.7

Onion
59.0

Cauliflowers and 
broccoli
66.9

Maize
28.6

Tomatoes
37.7

0.0

-1.0

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

Historic CAGR % 2013/18

Source: Euromonitor International: Fresh Food 2020. 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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5.2.2.2  Consumer profile and purchase criteria 

Consumers  
Consumers of fresh fruit and vegetables cross all income levels and these products are a common sight in 
both rural and urban markets. Younger consumers are increasingly moving towards the consumption of 
organic fruits and vegetables as the price of these products continue to fall in Thailand coupled with a rise 
in a desire to have a balanced and healthier diet amongst younger consumers. New local government 
regulations and standardisation measures in 2019 have injected a newly found optimism and reassurance 
into the market for these organic products as consumers are increasingly reassured about the quality of 
the fresh fruit and vegetable products their purchasing. This coupled with a government campaign backed 
by private entities to encourage the consumption of fresh fruit and vegetables products has resonated 
with Thai consumers and helps to explain the growth of this sector. Urban consumers are often exposed 
to fruits through wet markets, retailers and small grocery stores with a wide variety of fruits available to 
them from both Thailand and abroad. Rural consumers will have less exposure to imported fruits such as 
kiwis and strawberries however will be readily exposed to the many fruits produced in Thailand such as 
durian and pineapple. 

As these products are readily available in both rural and urban environments and have been key elements 
of the average Thai diet it is likely that fresh fruit and vegetable products will remain important for Thai 
consumers. 

Drivers and method of consumption 
Key drivers and methods of consumption of fresh fruit and vegetables in Thailand include: 

•  A key part of the national diet and use in cuisine. National and regional dishes such as Pad Thai 
and Khao phat all incorporate fresh fruits and vegetables. Across Thailand dishes will commonly 
use both fresh fruit and vegetables and as these dishes have been consumed in Thailand in some 
instances for decades, the idea of incorporating fresh fruit and vegetables into a dish is firmly 
ingrained  into  the  culinary  culture  of  Thailand.  Such  examples  of  fruits  incorporated  into  Thai 
dishes include: Thai fruit salad – pineapple and durian; Kaeng Kanun (curry) – jackfruit; Singzu 
(salad) – papaya. Thai dishes which incorporate vegetables include: Nam Phik long ruea – Peas 
and lentils; Guay Teow – cabbage; and Som Tam – Carrots. 

•  Premium  fruits  and  gifting.  Premium  fruits  which  in  the  context  of  Thailand  include  cherries, 
grapes  and  kiwi  are  priced  higher  in  comparison  to  local  fruits  and  as  a  result  are  typically 
purchased  with  the  intention  of  being  a  gift.  Even  though  gifting  overall  is  not  as  common  in 
Thailand as in some other countries, expensive premium fruit is also considered as a luxury and 
thoughtful gift to be given on special occasions such as New Year celebrations, Chinese ancestry 
worship, anniversaries, birthdays, etc.  Retailers in the country now typically offer premium fruits 
in hampers or a box arrangement.  Consumers are more willing to spend on purchasing premium 
fruit as a gift for others than buying it for their consumption and thus this is a major driver for 
certain  imported  fruits.  Offering  imported  and  premium  products  such  as  kiwi  fruit,  Japanese 
melon or grapes is perceived as not only an act of generosity but also a showcase of the giver’s 
wealth  and  status.  Oranges  are  considered  a  sacred  fruit  of  the  Chinese  people,  used  to  pay 
respect or given as gifts such as Chinese New Year, birthdays, weddings, and many other blessings. 

  
 
 
 
 
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Imported apples are also a popular fruit in every festival of Thailand because apples resemble 
peace and no sickness. Grapes, especially red grapes, symbolize the abundance of food, meaning 
an abundance of material wealth according to Feng Shui, and thus, are widely used for gifting 
loved and  dear ones, with seedless grapes commonly included as a part of  gift baskets during 
festive  seasons.  Strawberries  and  cherries  are  often  gifted  as  single  fruits  and  not  in  baskets 
because  they  can  bruise  easily.    Besides  these  mainly  imported  fruits  some  local  ones  such  as 
bananas, pineapples and dragon fruits are used as gifts as well.  

•  Health consciousness and the rise of organic fruit and vegetables. As the government continues 
to encourage the consumption of fresh fruit and vegetable products, the rise of organic products 
in the market have appealed to a growing desire for a healthy amongst Thai consumers. Plant 
based diets is an increasing norm in Thailand with many restaurants and retailers now offering 
vegetarian friendly options.  

The market for organic and organic certification on Thailand 
In 1995, the Organic Agriculture Certification Thailand or ACT was set up. It plays an important role to 
provide professional organic certification services for all agricultural production, processing and handling 
operations. It offers the organic certification services which are recognized at the international level. It 
was replaced in 2020 by the Certification Alliance Organic Standard 2019, the full text of which can be 
found at the following address: 
http://actorganic-cert.or.th/wp-content/uploads/2020/02/CertAll_Std_v-1.0.pdf 

In broad terms, the standard is equivalent to the IFOAM Standards Requirements. However, if intending 
to export organic produce to Thailand it is strongly recommended that the full text of the standard (above) 
be consulted. Furthermore, a simple overview of the standard can be found at the following page: 
https://actorganic-cert.or.th/download/act-organic-standards/ 

The introduction of the new standard can be considered part of a wider push towards organic agriculture 
in Thailand. In April 2017, the National Organic Agriculture Development Strategy 2017-2021 – which was 
intended as a framework to develop organic agriculture – was approved. This aimed to increase organic 
production, production efficiency and the recognition of Thai organic production both domestically and 
abroad. 

In summary, there is considerable and growing interest in organic produce in Thailand. 

Purchase criteria 
As  there  is  a  large  availability  of  fresh  fruit  and  vegetables  in  Thailand  the  price  of  these  products  is 
accessible  to  most  consumers  in  the  country.  Oversupply  is  a  common  problem  in  Thailand  as  many 
farmers in the country rush to get their products to the market during peak periods of the year such as 
the harvest. This in turn leads to the demand failing to meet supply which pushes down costs for the 
consumer, at the detriment of the farmers; and means that consumers are often used to purchasing good 
quality fruit and vegetables at a low price. The Thai government has stepped in to address this issue which 

  
 
 
 
 
 
 
 
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in turn could lead to prices of fresh fruit and vegetables in the country stabilising and growing slightly in 
the future.45 

Whilst price is therefore often a key consideration (particularly during seasons of plentiful supply), there 
are further purchase criteria for fresh fruits and vegetables: 

• 

Local  vs  imported:  Local  vegetables  are  preferred  by  many  Thai  consumers,  as  they  are 
available through all channels, especially in wet markets within rural areas, at affordable price 
points; and have wider applications in everyday Thai cooking. Nonetheless, against a lack of 
domestic production, imported oranges, grapes and apples may be specifically looked for by 
consumers on a regular basis for their nutritional benefits.  

•  Nutritional benefits: with the health and wellness trend dramatically shaping the landscape 
for fresh food,  fruits and vegetables perceived as healthier, but still common in Thai cuisine 
– such as cauliflower and broccoli – are specifically looked for by some consumers.  

•  Origin and branding: The origin and brand of the product have increasingly emerged to be an 
important factor for consideration of fruit and vegetable purchases amongst Thai consumers. 
Most notably, recent news on excessive chemical use on farms including some in China has 
made  consumers  pay  attention  to  origin  and/or  brand  when  buying  fruit.  This  interest  in 
origin, combined with an increasing level of attention paid  to packaging and labelling  (see 
section 5.2.2.3) can benefit some imported products.  

Fresh fruit and vegetables on retailers’ shelves in Thailand 

Fresh  Fruit  and  Vegetables  are  grown  across  Thailand  and  as  such  are  readily  available  in  retailers 
throughout the nation, as such prices are relatively cheap. Good quality local fruit and vegetables are 
typically available at THB 35 (EUR 1) per kilogram. However, more rare imported fruit may reach higher 
prices; notably berries commonly retail at around THB 600 (EUR 16) per kilogram.] 

Pre-packaging in plastic is common for imported fruits and vegetables in particular.  

45  Euromonitor 
markets/Countries/Thailand/Industries/Fruit-and-vegetables; 
http://ethesisarchive.library.tu.ac.th/thesis/2017/TU_2017_5902040020_8405_6768.pdf  

International:  Fresh  Food,  2020;  https://www.austrade.gov.au/Australian/Export/Export-

  
 
 
 
 
 
 
   
                                                            
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Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.2.2.3  Recent market trends 

As discussed in section 5.2.4, a number of new regulations and quality checks on these products have 
been introduced in 2019, this in turn has led to a renewed assurance for consumer about the quality of 
the fresh fruit and vegetable products they are purchasing which compounds growth in this sector. The 
rise of organic fruit and vegetables coupled with a plant-based diet increasing in popularity in the country 
has also helped to encourage growth in this sector. More information on key notable trends is set out 
below:  

•  Packaging  and  labelling:  in  recent  years,  Thai  consumers  are  paying  more  attention  to  the 
environment.  Thus,  paper  packaging  or  eco-friendly  friendly  packaging  is  preferred  by  Thais, 
especially within the younger generation. Transparent packaging is preferred, but not essential. 
However,  consumers  like  to  purchase  those  imported  fruits  and  vegetables  which  specify  the 
country of origin plus any relevant nutritional information. Imported fruits and vegetables should 
be  marked  with  label/sticker  showing  the  brand  name  or  origin  and  most  importantly  the 
manufacturing and expiry dates.   

  
 
 
 
 
 
 
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•  Plant-based diets: In Thailand, many restaurants and cafés either specialise in serving plant-based 
dishes  or  offer  vegan/vegetarian  dishes  as  well  as  their  regular  dishes.  Many  Thais  are 
experimenting with this lifestyle and are becoming more conscious of what they eat both from a 
health  and  environmental  perspective.  As  this  trend  is  here  to  stay,  the  demand  for  fresh 
vegetables  is  also  likely  to  grow  in  the  future  from  both  retail  consumers  and  foodservice 
perspective. More varieties of vegetables are expected to be introduced and transformed into 
different vegetarian- and vegan-friendly dishes in response to the higher demand for meat-free 
consumption. 

•  Home-grown  fruits  and  vegetables:  Thais  are  becoming  increasingly  concerned  about  toxic 
chemicals and pesticides that come with store-bought vegetables. They are increasingly turning 
to grow their vegetables for personal consumption. Costs of home gardening are low and social 
media is increasingly becoming a conduit to educate consumers on this issue. In the coming years, 
seed packs for growing vegetables are expected to grow in popularity. However, this is a niche 
trend and is unlikely to affect volume growth in sales of vegetables. 

•  Rising demand for organic: Organic products, especially organic vegetables, are becoming more 
popular  nationwide,  propelled  by  local  producers  and  retailers.  Each  brand  has  its  concept  of 
competing  against  one  another  even  though  organic  vegetables  might  not  be  particularly 
competitive.  One  brand  may  sell  only  premium  organic  produce  with  quality  in  sizes,  while 
another brand may focus on a variety of organic vegetables and their packaging.  

•  Hotel,  Restaurants  and  Institutional  (HRI)  channel:  Some  foreign  exporters  of  fruits  and 
vegetables (including European ones) have recently shifted their attention to the high-end market 
of hotels and restaurants and domestic processing businesses because the off-trade market in 
Thailand is relatively competitive. 

5.2.3  Offer 

5.2.3.1  Domestic production 

Thailand has a favourable climate for the mass production of both fresh fruit and vegetable products. 
Thailand also has an economy that in the past largely revolved around agriculture, while this is increasingly 
not  the  case  agriculture  remains  important  and  the  local  knowledge  in  regard  to  fruit  and  vegetable 
cultivation  helps  maintain  domestic  production.  Thailand  produces  many  exotic  fruits  such  as  durian, 
guavas and coconuts. Many farmers in the country have switched towards growing durians and longan 
fruits instead of rubber as prices have become higher for these products in recent years. According to the 
Thai department of agriculture there were a total of 11 different main varieties of fruits exported from 
Thailand  in  2017  with  these  being  pineapple,  longan,  durian,  mangosteen,  mango,  orange,  rambutan, 
tamarind, lychee, apples and grapes. It is worth noting that Thailand is the world’s largest exporter of 
pineapple which is mainly grown in the south of the country. Typical fruits grown regionally in Thailand 
include longan typically grown in the north of the country and mangosteen grown in the east. 

Vegetable production in Thailand is an important element of its agricultural sector. Thailand is one of the 
largest exports of baby corn in the world and the government has committed to increasing this trend to 
other  products  grown  in  the  country  through  food  safety  quality  checks  and  an  increasingly  strict 

  
 
 
 
  
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regulatory system. The majority of fresh fruit and vegetable products that are grown in Thailand will be 
consumed there, however exportation of fruits continues to grow as the prospects of earning a higher 
income  through  exportation  continues  to  grow.  Vegetable  exports  have  fallen  in  recent  year  however 
production in the country remains stable as locals have shown a preference for local vegetables. 46 

5.2.3.2  Imports and exports 

As observed  in Figure 5-8, Thailand  is an overwhelming  net exporter of fruit; this trend has also been 
growing each year with exports doubling since 2015. In an interesting reverse trend from fruit, the level 
of Thai vegetable exports has declined in recent years being surpassed by imports in 2019. Thai imports 
vegetables  mainly  from  China,  Cambodia  and  Laos  with  Germany  being  the  largest  EU  exporter  of 
vegetables to the country.  

46  Analysis  of  tropical  fruits 
http://caer.eco.ku.ac.th/2019/wp-content/uploads/2018/11/Development-of-fruits-production-in-
Thailand.final_.pdf 

in  Thailand,  (FFTC)  Available  at  http://ap.fftc.agnet.org/ap_db.php?id=818; 

  
 
 
 
 
                                                            
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Figure 5-8: Trade balance (imports and exports) of fruits and vegetables In Thailand, 2015-19; value 000 EUR 

Fruits 

;
e
v
i
t
i
s
o
p
=
d
e
t
r
o
p
m

i
(
R
U
E
0
0
0
e
u
a
v

l

;
e
v
i
t
i
s
o
p
=
d
e
t
r
o
p
m

i
(
R
U
E
0
0
0
e
u
a
v

l

)
e
v
i
t
a
g
e
n
=
d
e
t
r
o
p
x
e

1500 000
1000 000
500 000
 0
-500 000
-1000 000
-1500 000
-2000 000
-2500 000
-3000 000
-3500 000
-4000 000

)
e
v
i
t
a
g
e
n
=
d
e
t
r
o
p
x
e

1000 000

500 000

 0

-500 000

-1000 000

-1500 000

-2000 000

2015

2016

2017

2018

2019

Imports

Exports

Vegetables 

2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/ 
Data for CN code 07 and 08. 

As observed in Figure 5-9 Thailand exports a large amount of strawberries and pineapples while other 
exports of fruit are limited or non-existent. It is important to note that this is not a reflection of domestic 
production  as  many  of  the  products  illustrated  in  Figure  5-9  are  grown  and  consumed  in  Thailand;  so 
domestic production is considerably higher. Thailand’s biggest fruit import by product is apples and pears 
with a value in 2019 of EUR 821 million which it imports largely from China, New Zealand and the USA, 
with France being the largest EU apple and pear exporter to Thailand.  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Similarly,  the  high  levels  of  imports  in  relation  to  exports  of  vegetables  to  Thailand  does  not  reflect 
domestic production as vegetables in Thailand being largely consumed in the country with only specialty 
vegetables  such  as  manioc,  sweet  potatoes  and  artichokes  being  exported  on  a  large  scale,  mainly  to 
China and Japan. Thailand imports its vegetables mainly from China and the amount is relatively small 
with the largest imported product onions only coming to a value of EUR 76 million. 

  
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-9: Trade balance of fruit and vegetables by type, 2019 (value 000 EUR; selected types only) 

Fruit 

0803 Bananas

0804 Dates , Figs ,pineapples etc

0805 Citrus

0806Grapes

0807 Melons and papayas

0808 Apples,pears and quinces

0809 Apricots, cherries,peaches

0810 Strawberries and other berries

-2 500 000 -2 000 000 -1 500 000 -1 000 000 -500 000

0

500 000

Imports

Exports

Vegetables 

 0709 Other vegetables

0706 Carrots, turnips, etc

0705 Lettuce, etc

0704 Cabbages, cauliflowers,

0703 Onions, shallots, garlic, leeks

0702 Tomatoes

0701 Potatoes

-150 000 -100 000

-50 000

 0

50 000

100 000

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Note: names for CN codes abbreviated in most cases. 
Only  indicated  CN  codes  presented  in  these  figures.  6  codes  for  fruit  and  7  codes  for  vegetables  are  missing,  which  is  why 
individual figures do not add up to totals in previous graphs. 

As  observed  in  Figure  5-10  below  it  is  clear  that  China  is  the  largest  fruit  exporter  to  Thailand.  China 
exported in 2019 a combined value of EUR 341 million worth of fruit to the country, twice that of the 
second largest fruit exporter Vietnam which had a fruit export value to Thailand of EUR 118 million. The 
USA is the biggest exporter from outside the Asian continent with a total fruit export value of EUR 90 
million. The EU impact in this category is small with France being the biggest fruit exporter with a value 

  
 
 
 
 
 
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of  EUR  7.7  Million  in  2019.  Vegetable  imports  from  Thailand  is  steadily  growing  with  China  being  the 
largest  exporter  to  the  country  having  a  majority  of  the  market  share  in  2019  which  translated  to  a 
vegetable export value to Thailand of EUR 500 million. Cambodia is the second largest exporter with a 
total  value  of  EUR  177  million,  declining  by  a  significant  margin  from  the  EUR  253  Million  worth  of 
vegetables it exported in 2017. The largest EU exporter of vegetables to Thailand is Germany with a total 
value of EUR 7 million in 2019.  

Against the background of China’s high levels of exports of fruit and vegetables to Thailand, it is important 
to note that China has a long standing FTA with Thailand specifically for farm products, which provides 
the country with favourable access terms (see section 4.3.2). 

  
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-10: Thai imports of fruits and vegetables by country, 2015-19; value 000 EUR 

Fruits 

900 000

800 000

700 000

600 000

500 000

400 000

300 000

200 000

100 000

R
U
E
0
0
0
e
u
a
v

l

 0

2015

2016

2017

2018

2019

China

Viet Nam United States of America

EU Rest of the world

Vegetables 

1000 000

R
U
E
0
0
0
e
u
a
v

l

800 000

600 000

400 000

200 000

 0

2015

2016

2017

2018

2019

China

Cambodia

Lao People's Democratic Republic

EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 07 and 08.  

5.2.3.3  EU GI products 

No GIs for fruit and vegetables are registered in Thailand at present. 

5.2.3.4  Main competitors 

The main competitors for EU producers seeking to enter this market are the large number of domestic 
producers  in  the  country  of  Thailand;  and  furthermore,  countries  in  the  immediate  vicinity  such  as 
Cambodia  and  Vietnam  are  both  major  producers  themselves  as  wells  as  notable  origins  of  products 

  
 
 
 
 
 
 
 
 
 
 
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imported by Thailand. This makes the importation of products such as apples, bananas and oranges a 
largely  unnecessary  practice.  Certain  products  such  as  pears,  cherries  and  kiwis  are  perceived  to  be 
premium products by consumers as they are not readily available in Thailand. This gives EU producers a 
window of opportunity as Thai consumers have shown they are likely to spend more to obtain them either 
for personal consumption or as a gift.  

5.2.4  Specific market entry requirements 

Market Access and Entry  
Countries must be approved for export to Thailand of the fruit or vegetable in question. As noted in section 
4.3.4, this can be a long process, with particularly strong requirements for the pest risk analysis (PRA). 

There is no publicly available list of the countries which have access for different products . At the time of 
writing, Member States with access for different products include apples from Belgium, France, Germany, 
Italy, Netherland, Poland. Four of these were concluded recently following considerable efforts from both 
the Member States and the EU. Several applications (e.g. cherries for Spain, pears for Belgium) remain 
pending and if successfully concluded would open up new potential markets.  

Nonetheless,  it  is  strongly  recommended  that  the  corresponding  ministry  in  the  Member  State  in 
question, or the Embassy of the Member State in Thailand be contacted to check if access for a certain 
fruit  or  vegetable  exists  (or  is  currently  awaiting  approval);  and  they  will  also  be  able  to  clarify  if  the 
protocol in place has any preclearance requirements. 

While the protocols in place will contain more details, it should be noted that the Mediterranean fruit fly 
may be considered a quarantine pest in Thailand, and in transit cold treatment is generally required. The 
requirements for this can be quite specific (e.g. multiple sensors). Discussions around the acceptance of 
pre-departure cold treatment are ongoing.  

As  described  in  section  4,  European  producers  need  to  be  aware  that  they  will  require  a  number  of 
documents in order to export their fresh fruit and vegetable products to Thailand, in addition to general 
requirements. Specific documents required include: 

•  An import permit for plants and certain plant products 
•  A plant quarantine declaration 
•  A phytosanitary certificate 
•  Pest risk analysis 

Some of these documents may incur fees. Full details can be found on the MADB website (see the box in 
“Customs procedures” below). 

In terms of tariffs, currently European fruit and vegetable products generally face MFN tariffs of 30-60% 
(for a few products such as some nuts, this is lower, e.g. 10%). 

  
 
 
 
 
 
 
 
 
 
 
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Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code, e.g.: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=0707  
 https://madb.europa.eu/madb/datasetPreviewIFpubli.htm?countries=TH&hscode=0808  

Customs procedures  
A list of standard documents required for the import of fresh fruit and Vegetable into Thai is presented in 
Table 4-1, in section 4.2.1. As noted above, some specific documents are required. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website by entering the corresponding CN code: 
e.g. citrus https://madb.europa.eu/madb/datasetPreviewIFpubli.htm?hscode=0705&countries=TH  

SPS measures, standards 
The plant quarantine act (No. 3) B.E. 2551 controls plants and plant products in Thailand including fresh 
fruit and vegetables for import. It includes the need for pest risk analysis and phytosanitary certificates. 
A translation of the act can be found at the following address: 
http://thailawforum.com/database1/plant-quarantine-act.html 

The  maximum levels of pesticide residues in food are established by notification from the Ministry of 
Public Health. The most recent of these dates from 2017, and it lists MRLs by commodity and pesticide. 
An unofficial translation can be found at the following address: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.387.pdf 

There have been some discussions about a possible ban on glyphosate in Thailand. More details on this 
are provided in section 4.2.2. It is recommended that any producers using glyphosate and planning to 
export monitor the situation. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=0707&countryid=TH#h20  

Labelling  
Generic labelling requirements were described in section 4.2.3; though as a food which has not passed 
through any processing, fresh fruit and vegetables should not be subject to these.  

Specific  requirements  for  fresh  fruit  and  vegetable  labelling  for  some  cases  was  introduced  in  the 
Notification of the Ministry of Public Health Number 386, B.E. 2560 (2017) Re: Prescription of production 
process,  equipment  and  utensil  for  production  and  storage  of  some  fresh  fruits  or  vegetables  and 
labelling.  However,  the  notification  does  not  apply  to  fresh  fruit  and  vegetables  sold  directly  to 
consumers.  A  link  to  an  unofficial  translation  of  the  notification  can  be  found  at  the  following  link: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.386-

  
 
 
 
 
 
 
 
 
 
 
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PrescriptionOfProductionProcess.pdf  

5.2.5  Distribution 

As observed in Figure 5-11, the distribution of fruits in Thailand mainly comes from the retail sector, with 
many  farmers  in  the  country  having  supply  chain  contracts  with  retailers  in  the  country.  Foodservice 
providers such as restaurants are a growing distribution channel for fruits in the country but remains at 
17% of distribution.  

Vegetables are more likely to be sold in restaurants which can be explained by their prevalence in Thai 
dinner dishes which will typically be served in restaurants. Vegetable distribution through the foodservice 
channel stands at 40.5% roughly the same as the retail sector which stands at 41.7%. Institutional channels 
remain significant for vegetables at 17.8% of distribution.  

The retail distribution network for fruits is vast in Thailand. Fresh fruit is sold extensively through both 
modern and traditional distribution channels across Thailand. Wet markets  stock an extensive range of 
fresh  foods  from  local  farmers,  while  modern  retailers  such  as  Tesco  Lotus  and  Big  C  have  wide 
distribution networks of supermarkets and hypermarkets. Traditional trade outlets target the rural areas 
and lower-income groups, while the supermarkets and hypermarkets target higher income groups with 
better quality produce and hygienic packaging. The significance of wet markets is expected to decrease 
over the next few years with modern channels further penetrating the rural regions  and consumers are 
increasingly attracted to the convenience of modern channels. Some key channels for imported fruits and 
vegetables  are  supermarkets  and  hypermarkets,  cash  and  carry,  wholesale  markets  as  well  as  online 
retailing. 

  
 
 
 
 
 
 
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Figure 5-11: Distribution of fruit (left) and vegetables (right) in Thailand 

Source: Euromonitor International: Fresh Food 2020. 

5.2.6  Challenges for EU products 

As  stated  previously,  the  main  challenges  for  EU  exports  to  Thailand  include  the  massive  domestic 
production of fresh fruit and vegetable products. This coupled with the long process of getting approval 
to export to Thailand make it a market that can be difficult to penetrate; and in transit cold treatment 
requirements can create additional challenges. However, EU producers who can export products that are 
not readily available in Thailand such as pears and cherries can capture a segment of Thai consumers; and 
these consumers may pay more for products they are loyal to.  

  
 
 
 
 
 
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Market Takeaway: Fresh fruit and vegetables 

Consumption: Consumed daily by Thai consumers through dishes such as Khao Mao and Pat Thai. These products are 
a staple of the common Thai consumers diet. 
Competition: The large number of local producers, coupled with additional supply from countries close to Thailand 
vicinity make the necessity to import fresh fruit and vegetables from the EU small.  
Distribution:  Fruits  largely  sold  through  retail  distribution  channel  at  72%,  Vegetables  more  balanced  as  many 
restaurants  will  serve  vegetables  in  their  dishes  which  corresponds  to  the  foodservice  distribution  channel  being 
practically even with the retail distribution channel, each accounting for approximately 40%. 
Challenges:  Considerable  challenges  to  obtain  access.  Thai  producers  already  face  an  oversupply  problem  in  the 
market for a large amount of goods; and competition from China in particular (which has favourable terms through 
an FTA) is tough. Potential challenges from cold treatment requirements. 
Opportunities: Premium fruits in Thailand include pears, cherries and kiwis (some protocols are in place, others are 
pending). These are premium because they are not grown to scale in the country. As export protocols are finalised 
EU exporters of these products to Thailand face a window of opportunity to capture a segment of the consumer base 
that is typically very loyal to products of preference.  

  
 
 
 
 
 
Thailand - Market Entry Handbook  

WEAKNESSES (-) 
  No traditional usage of dairy products in Thailand 
and  short  history  of  their  consumption  limits 
products and methods of consumption. 

  Consumer  groups  of  butter  and  cheese  are 

 

 

currently small and quite limited. 
Food  service  an  important  driver  of  multiple 
categories,  which  limits  the  opportunities  for 
importers to get their brands in stores. 

THREATS (-) 

Thai government has historically paid a high level 
of  attention  to  the  domestic  industry,  having 
played a key role in its rapid development. 

  New  Zealand  dominates 

imports 

in  multiple 
categories; and producers from this country as well 
as  from  Australia  have  recently  taken  various 
approaches  to  try  and  target  the  Thai  cheese 
consumer. 

103 | Page  

5.3  Dairy 

5.3.1  SWOT analysis 

STRENGTHS (+) 
  Rapidly  growing  market,  with  growth  rates  for 

 

some products touching 9% per year. 
Increasing  structural  shortage  of  many  dairy 
products. 

  While the market is competitive, no one company 
dominates  a  single  product  segment;  and 
companies  are  not  strong  across  multiple 
segments. 

 

 

 

OPPORTUNITIES (+) 

Following  on  from  strengths,  Thailand  has  an 
increasing  need  to  import  dairy  products  to  fulfil 
demand. 
Increased  attention  to  healthiness  a  trend  across 
multiple  dairy  segments  that  creates  niche 
opportunities. 
The  methods  of  consumption  and  awareness  of 
some  dairy  products 
is 
beginning to expand; and the younger consumer, 
who  is  more  dynamic  in  this  respect,  may  offer 
specific opportunities. 

(including  cheese) 

5.3.2  Consumption 

5.3.2.1  Evolution of consumption 

Drinking milk products account for the largest share of dairy products in Thailand, with a market worth 
some EUR 1.4bn in 2019. The segment is also among the fastest growing, recording an annual growth rate 
of 7.4% over the period 2013-18, and higher growth rates expected going forwards. Yoghurt and sour milk 
products form the second largest segment, worth EUR 780m in 2019. At 7.4%, historical growth is in line 
with that for drinking milk products but is expected to slow going forwards. The markets for cheese and 
butter/spreads remain small in Thailand, each worth around the EUR 50m mark. However, cheese is both 
the fastest growing segment historically (7.7% per year over the period 2013-18) and that with the fastest 
forecast growth going forward (8.9% per year for the period till 2023). The butter/spreads segment is also 
fast growing, albeit to a lesser extent (6.6% per year historical and 7.6% forecast). The market for other 
dairy products in Thailand is large  (worth EUR 323m in 2019); and that for infant formula is even larger 
with the market worth EUR 617m in 2019 (Figure 5-12). 

  
 
 
 
 
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Figure 5-12: Evolution and forecast of dairy market (retail value, EUR millions) in Thailand, 2013-2023 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Drinking Milk Products
1 431.7

Cheese
50.2

Other Dairy
323.0

Butter and Spreads
51.9

Infant Formula (in 
powder form)
617.3

Yoghurt and Sour Milk 
Products
781.1

-1.0

0.0

-2.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

5.3.2.2  Consumer profile and purchase criteria 

Consumers 
Dairy is not part of the traditional Thai diet; indeed, dairy farming was only introduced to Thailand in the 
early 20th century by Indian immigrants. For the first half of the 20th century, dairy production, and hence 
also consumption remained very low. However, production was increased greatly after 1960 leading to 
greater availability of dairy products. Full national school milk programmes were introduced in the 1990s, 
and  these  have  had  the  impact  of  greatly  expanding  the  consumer  group  for  dairy  products.  While 
familiarity with, or consumption of dairy is now quite widespread among the Thai population, consumers 
do have certain specificities, as noted below: 

•  Drinking milk. The mandatory provision of milk through schools to children started in Thailand in 
the 1990s and remains in place to this day. As a result of this, children are a major consumer of 
drinking milk; whether it be through the school milk programme (which is estimated to account 
for 20-30% of the milk market); or independently. The elderly and active adults are further notable 
consumer segments in Thailand for drinking milk. Overall, it is estimated that some 40% of the 
Thai population drink milk daily. 

•  Yoghurt. The majority of yoghurt consumers – around 85% - are female. Over half of all yoghurt 
is  consumed  in  Bangkok,  with  office  workers  and  students  accounting  for  over  2/3  of 
consumption. While children and teenagers prefer fruit flavoured yoghurt drinks, young adults 
prefer  probiotic  yoghurt  and  older  consumers  premium  yoghurt.  Overall,  about  20%  of  Thai 
consumers frequently consume yoghurt. 

•  Cheese. Historically, consumers are the wealthier segment of the population which visits higher 
end restaurants. However, the increasing use of cheese through a wider range of food service 
channels  is  also  leading  to  a  broadening  consumer  base;  though  it  should  be  noted  that  the 
average Thai still does not consume cheese products. Cheese consumption is focused in urban 
areas, and among foreigners and expatriates. 

  
 
 
 
 
 
 
 
 
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•  Butter  /  spreads.  Due  to  its  higher  price  point,  the  typical  pure  butter  consumer  is  the  more 
affluent consumer who prioritises product quality over price and/or may be a food enthusiast. 
Margarine  has  traditionally  had  a  wider  consumer  base  than  butter;  however,  increased 
awareness of the impact of trans fats – spurred by recent regulation restricting the production, 
import  and  sale  of  foods  containing  partially  hydrogenated  oils  (PHOs)  –  has  restricted  this 
consumer base. The regulation ultimately led to an expansion of the butter consumer based, but 
price is likely to remain a barrier to some extent, and indeed butter blends are emerging to fill the 
void. 

•  Other dairy. As will be seen below in the section on drivers, the main driver of this segment is 
coffee consumption; and hence coffee drinkers are the main consumer (whether directly through 
retail or indirectly through food service); though there are some differences by exact product. 

Drivers and method of consumption 
As noted above, the school milk scheme is a key driver of drinking milk consumption in Thailand. The 
impacts of it spill over to later life, as drinking milk becomes the main dairy product that consumers are 
aware of; as reflected by its high share of the dairy market. The perceived healthy status of milk is also a 
notable  driver  which  has  led  to  a  segmentation  of  the  market  based  on  function  and  nutrition  (see 
purchase criteria below). As indicated above under consumers, milk is typically drunk. 

Health considerations and convenience are the major drivers of yoghurt consumption. In terms of health, 
digestion is the main driver, followed by the vitamins and minerals yoghurt can provide. Yoghurt is often 
consumed as a breakfast meal or snack; in the case of the former, yoghurt is often either consumed alone, 
or with cereals or salad. Very occasionally, yoghurt may be used for skincare. 

Food  service  is  now  a  major  driver  of  cheese  consumption  in  Thailand;  particularly  through  its  use  in 
foreign dishes in this channel, such as pizza, pasta and salads. However, its use through this channel is 
now spilling over into other mainstream local dishes. Cheese can now be found as part of instant noodles; 
as a topping for barbecued meats; or as a dip; plus is increasingly used in bakery products. Overall, food 
service  accounts  for  an  estimated  85%+  of  all  cheese  consumption  in  Thailand  by  volume.  Retail 
consumption of cheese is low; it is generally only used at home as part of western food. 

Similarly, the food service channel plays an important role in driving consumption of butter and spreads. 
Consumption  of  butter  in  particular  has  been  driven  recently  by  higher  end  bakeries  in  particular 
promoting  the  use  of  the  better-perceived  butter  in  their  products;  and  by  demand  stemming  from 
tourism. Similar to the situation with cheese, it is estimated that over 80% of butter is consumed through 
food service channels. 

Just under half of the other dairy segment is accounted for by condensed milk. Around a further 1/3 is 
accounted for by cream, and the remainder by coffee whiteners. Consumption of all three is largely driven 
by  coffee  consumption.  While  cream  is  often  used  in  more  western  style  coffee  houses  to  create 
milk/cream based coffee drinks, condensed milk and whiteners are commonly added to coffee in outlets 
selling to lower end consumers and/or on the street. The sector is therefore largely driven by food service. 

  
 
 
 
 
 
 
 
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At home, consumers increasingly add milk to coffee; though some healthier coffee whiteners may also be 
purchased. Cream and condensed are sometimes purchased for home use in desserts / as a treat. They 
are also commonly used once again in the food service channel by bakeries in their products. 

Purchase criteria 
With the market for drinking milk quite highly segmented by user group / function, consumers tend to 
look specifically for products which target their age group and lifestyle. For example, the elderly are more 
likely to look for high calcium/low fat drinking milk products; while parents purchasing for children are 
attracted by  products with added vitamins and minerals; and active adults  want products with higher 
protein levels. Chilled products are generally preferred, though shelf stable ones may be chosen by certain 
consumer groups including children. 

With health a major driver of yoghurt consumption, health related considerations are major purchase 
criteria. Low sugar content, high protein products and products with digestive benefits are often looked 
for. Convenience is also a notable criterion, and this often favours drinkable yoghurt. 

The fact that Thai consumers have a low knowledge of cheese, and that it is mainly consumed through 
food  service  channels  mean  that  clear  purchase  criteria  do  not  exist  for  cheese  at  present.  Overall, 
processed cheese is more likely to be purchased by Thai consumers through retail channels as they are 
more  familiar  with  it,  with  sliced  processed  cheese  the  dominant  sub-category.  While  price  has  not 
historically been a primary consideration, it is becoming more of an issue as cheese moves from niche to 
more  mass  market.  Origin  is  increasingly  paid  attention  to  by  consumers,  with  European  origin  hard 
cheeses well regarded. With emerging efforts to develop a cheese culture – as noted below – purchase 
criteria may emerge in the future. 

The high level of consumption of butter through food service channels also complicates the identification 
of purchase criteria for the product. Nonetheless, the restrictions on products with trans fats, as well as 
increased scrutiny from the Thai FDA on butter labelling practices is leading to consumers paying more 
attention to butter labelling, (and the labelling being clearer). Against this background, there is a general 
perception that the higher the level of fat content, the better the product is. Imported products are also 
often seen as superior. Nonetheless, price still plays a role; as noted in the consumer section above, price 
restricts the consumption of pure butter to a certain consumer segment; and consumers may nonetheless 
choose local brands over imported ones for reasons of price. 

Once again, for the other dairy category, the importance of the food service channel limits the relevance 
of purchase criteria. That said, with an increased focus on the healthiness of dairy products, the nutritional 
content  (fat  in  particular)  of  products  such  coffee  whiteners  is  increasingly  taken  into  account  by 
consumers making purchases through retail channels. The convenience of packaging for intended use is 
also taken into account (e.g. squeezable bottles are currently quite popular47). 

Euromonitor 

47 
http://www.fao.org/3/i0588e/I0588E10.htm; 

International: 

Packaged 

Food, 

2020; 

http://ap.fftc.agnet.org/ap_db.php?id=730; 
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5906937/; 

  
 
 
 
 
 
 
 
                                                            
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Dairy products on retailers’ shelves  
By far the most prominent clearly imported dairy product found on retailers’ shelves is cheese. While 
other  imported  products,  such  as  yoghurt,  may  be  found  on  retailers’  shelves,  they  are  both  less 
common and origin is less likely to be as prominent on the packaging. 

Imported cheese generally targets the mid-range segment. Price obviously varies by cheese type, but 
the majority of cheese retails at between THB 400 and 1 200 per kg (EUR 11 to 33). That said, the most 
common packet sizes are between 150g and 250g, translating to unit prices generally being between 
THB 90 and 200 (EUR 2.50 and 5.50). Packet sizes larger than 250g are generally only found in cash and 
carry outlets that target specifically the food service industry. Such products targeting the food service 
industry typically come in package sizes of above 1kg, and often appear on shelves at a lower level (see 
picture below). 

https://www.researchgate.net/publication/303520412_An_Overview_of_Trends_and_Developments_in_the_Thai
_Dairy_Industry  

  
 
 
 
 
 
 
 
                                                            
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Plastic packaging – generally flexible plastic - is by far the most common for cheese. That said, carton 
packaging may be used for some specific products. 

The lack of strong cheese consumption culture in Thailand means that cheese products are often found 
on the shelves surrounded by other dairy products such as yoghurt, butter and margarine. However, 
they often hold prominent eye or touch level positions on the shelves (see below). 

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.3.2.3  Recent market trends 

As noted in Figure 5-12, all major dairy categories are forecast to grow quite rapidly over the next years, 
at rates generally between 6% and 10% per year. Notable recent market trends by product category are 
as follow: 

•  Among drinking milk, alternative milk products have grown quickly of late, albeit from a low base. 
These alternatives include nut oat milks which are favoured for their nutrients and low fat, as well 
as lactose intolerant and vegan consumers. Almond milk has been particularly popular. 

•  For yoghurt, increased health consciousness has led to a higher level of interest in low sugar and 
high protein products; often priced at a premium. Greek and Greek style yoghurt – both of which 
have been in Thailand for years – have benefitted from this trend. Plant based yoghurts and those 
with granola topping have also benefitted. 

•  As noted above, cheese consumption is and continues to be driven by food service. Indeed this 
channel is likely to remain the main driver of cheese consumption for the foreseeable future; as 
well as acting as a conduit for the introduction of new types of cheese and new uses/methods of 

  
 
 
 
 
 
 
110 | Page  

Thailand - Market Entry Handbook  

consumption of cheese. Nonetheless, some producers have started targeting the retail market on 
a  larger  scale,  promoting  at  the  same  time  how  the  cheese  can  be  consumed  or  used.  With 
cheaper cheeses increasingly available on the market, and some of these cheaper products being 
distributed  through  convenience  stores,  the  consumer  base  for  cheese  is  growing.  Processed 
cheeses  with  additional  flavours  (e.g.  smoky  BBQ  or  black  pepper)  have  also  been  released. 
Finally, origin and brand are considerations which are being increasingly taken into account by 
consumers in the cheese market. Some Australian and New Zealand companies have tried to take 
advantage  of  some  of  these  recent  trends  by  introducing  cheaper  products;  products  with 
electronic traceability through QR codes; and unique flavours targeting Thai consumers. 

•  The  trans-fat ban outlined above has increased  demand for  butter of  late over other spreads. 
However,  in  order  to  target  a  wider  range  of  consumers  with  differing  products,  products 
incorporating  butter  with  other  fats,  while  respecting  the  trans-fats  ban,  are  increasingly 
available. 

•  The  health  trend  has  also  affected  the  other  dairy  category  in  recent  years.  Home  based 
consumption of condensed milk and coffee whitener is being replaced by healthier options. At 
the same time, some healthier / lower fat condensed milk and coffee whiteners are being released 
to combat this market loss. Also, these other dairy products are being increasingly used in food 
service channels; not only in coffee, but also in dessert and bubble tea preparation.48 

5.3.3  Offer 

5.3.3.1  Domestic production 

As noted in section 5.3.2.2 above, dairy production was only introduced to Thailand in the 1910s; and it 
was not until the 1960s that production began to ramp up, spurred by considerable government support. 
Between the early 1980s and early 1990s, dairy production increased fivefold. While increases after this 
period  were  not  as  fast,  production  has  nonetheless  increased,  partly  due  to  government  schemes  to 
encourage it. The sector has inevitably become more commercialised with higher yields throughout this 
development process. Co-operatives play an important role in the dairy chain in Thailand, operating milk 
collection centres which collect the majority of milk in the country. More than 1m tonnes of milk are now 
produced in Thailand each year. There are around 25 main dairy processors, though it should be noted 
that a certain percentage of milk goes through pasteurising plants straight to the extensive school milk 
programme. Major dairy processors include both local companies such as Lactasoy, as well as the local 
operations  of  multinationals.  The  markets  for  different  dairy  products  are  quite  segmented  and 
fragmented; few companies hold a high level of importance in more than one product segment, and no 
one company entirely dominates one particular segment 49 

48 Euromonitor International: Packaged Food, 2020 
49 
http://ap.fftc.agnet.org/ap_db.php?id=730; 
17/Workshop_Material/Presentations_of_National_Focal_Points/Thailand.pdf; 
http://www.fao.org/3/i0588e/I0588E10.htm  

http://dairyasia.org/Events/9-10-Mar-

  
 
 
 
 
                                                            
 
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Thailand - Market Entry Handbook  

5.3.3.2  Imports and exports 

Thailand is a large net importer of dairy overall in value terms. That said, there are differences by product 
category. It is a marginal net exporter of buttermilk and unsweetened milk; but a major net importer of 
sweetened/concentrated milk and cream (almost EUR 300m in 2019). It is also a net importer of cheese, 
butter/spreads and whey/natural milk constituents. With an exception of a dip in 2016, net imports and 
net exports have grown for their respective categories in recent years. Net exports of buttermilk / yoghurt 
and net imports of cheese and butter/spreads stand out as having grown particularly quickly in relative 
terms (Figure 5-13).  

Figure 5-13: Trade balance (net imports and exports) of dairy in Thailand, 2015-19; EUR 000 

0
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600 000

500 000

400 000

300 000

200 000

100 000

 0

-100 000

-200 000

2015

2016

2017

2018

2019

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
CN codes in brackets. 

Cheese (0406)

Butter and other dairy
spreads (0405)

Whey / natural milk
constituents (0404)

Buttermilk / curdled
milk and cream /
yoghurt (0403)

Milk / cream sweetened
or concentrated (0402)

Milk / cream
unsweetend and
unconcentrated (0401)

While origins do vary by product, New Zealand is an important origin for multiple products. The country 
dominates imports of both sweetened/concentrated and unsweetened/unconcentrated milk and cream; 
though it must be remembered that while total imports of the former category are large at EUR 300m, 
imports  of  the  latter  category  are  minor  at  EUR  10m.  New  Zealand  also  accounts  for  roughly  half  of 
buttermilk / yoghurt imports; half of butter imports; plus ¼ of cheese imports. 

Indeed, imports of butter – which have steadily grown to reach EUR 70m in 2019 – are dominated by the 
two nearby southern hemisphere countries of New Zealand and Australia. Combined they account for 
over 80% of imports. Most of the remainder is accounted for by EU countries, led by France. While the 
two southern hemisphere countries also hold as strong position in growing cheese imports, the position 
is not as dominant. Combined, they accounted for roughly 50% of the almost EUR 80m of imports in 2019. 
EU countries, led by France, Italy and Belgium, have a strong position in the remaining 50% of imports.  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
112 | Page  

Thailand - Market Entry Handbook  

Imports of whey and milk constituents are highly fragmented, with the largest players, the US and France, 
each accounting for only 20%. The remainder of the EU combined accounts for around 40% of imports, 
which totalled EUR 70m in 2019 (Figure 5-14). 

  
 
 
 
 
 
Market Entry Handbook  

Figure 5-14: Thai imports of different dairy categories by country, 2015-19; EUR 000 

0401 Milk/cream unsweetened/concentrated 

0402 Milk/cream sweetened/concentrated 

113 | Page  

Thailand - 

R
U
E
0
0
0
e
u
a
v

l

12 000

10 000

8 000

6 000

4 000

2 000

350 000

300 000

250 000

200 000

150 000

100 000

50 000

R
U
E
0
0
0
e
u
a
v

l

 0

2015

2016

2017

2018

2019

 0

2015

2016

2017

2018

2019

New Zealand

France

Rest of the EU

Rest of the world

New Zealand

Australia

Belgium

Rest of the EU

Rest of the world

0403 Buttermilk / curdled milk and cream / yoghurt  

0404 Whey/natural milk constituents 

50 000

45 000

40 000

35 000

30 000

25 000

20 000

15 000

10 000

5 000

R
U
E
0
0
0
e
u
a
v

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0
2015

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

R
U
E
0
0
0
e
u
a
v

l

 0

2015

2016

2017

2018

2019

2016

2017

2018

2019

United States of America

France

Australia

New Zealand

Germany

Australia

France

Rest of the EU

Rest of the world

Czech Republic

Rest of the EU

Rest of the world

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Market Entry Handbook  

114 | Page  

Thailand - 

0405 Butter/dairy spreads 

0406 Cheese 

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

0
0
0
R
U
E
e
u
a
v

l

0
2015

2016

2017

2018

2019

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

R
U
E
0
0
0
e
u
a
v

l

 0

2015

Australia

France

2016

2017

2018

2019

New Zealand

United States of America

Italy

Belgium

New Zealand

Australia

France

Rest of the EU

Rest of the world

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  

CN codes in brackets.

  
 
 
 
 
 
 
 
 
115 | Page  

5.3.3.3  EU GI products 

Parmigiano Reggiano is a protected GI in Thailand. 

5.3.3.4  Main competitors 

Thailand - Market Entry Handbook  

Competition  comes  from  both  inside  and  outside  Thailand.  While  Thailand  is  a  net  importer  of  dairy 
products as a whole, its domestic industry has developed rapidly over the last 60 years, and there are 
continued efforts to further develop it, as witnessed by the consistently growing milk production, though 
growth of this recently has slowed to around 3% per year compared to previous increases closer to 10% 
per year. Among importers, New Zealand stands out as a major competitor in all segments except whey; 
it dominates imports of various products and is the origin of ¼ of all cheese imports. Australia is also an 
important origin. However, the fact that the markets for different dairy products are quite segmented, 
and no one company entirely dominates one particular segment suggests that there may be scope for 
careful entry into some dairy market. 

5.3.4  Specific market entry requirements 

Market Access and Entry  
As per Table 4-2, various documents including a veterinary health certificate are needed for the import of 
dairy products. In terms of tariffs, European fresh dairy products face varying MFN tariffs which range 
from 5% (for some concentrated/sweetened milk and cream, whey, spreads and other products) to 40% 
(for unsweetened milk/cream). Tariffs for butter and cheese are generally 30%. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code: 
e.g. cheese: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=0406  

Customs procedures  
A list of standard documents required for the import of dairy products into Thailand is presented in Table 
4-1 and Table 4-2 in section 4.2.1. Most dairy products are normally considered standardised foods; and 
as such are subject to the requirement of a GMP certificate in Thai or English. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on European Commission website by entering the corresponding CN code: 
e.g. cheese: 
https://madb.europa.eu/madb/datasetPreviewIFpubli.htm?hscode=0406&countries=TH  

SPS measures, standards 
Dairy products are generally considered a standardised food, and so there is specific legislation covering 
microbiological  and  general  contamination.  However,  given  this  was  mainly  introduced  to  standardise 
informal production inside Thailand, it is unlikely to pose a challenge for goods imported from the EU; and 
no historical cases of problems with it have been identified for EU exporter.  

  
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

In the context of dairy spreads (e.g. margarine), it is important to note that Thailand implemented a ban 
on partially hydrogenated oils (PHOs) and products containing these. Thai FDA inspectors at ports of 
entry may request proof that certain categories of food do not contain PHOs. Margarine and spreads are 
among the goods for which this evidence can be requested. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=0406&countryid=TH#h20  

Labelling  
Dairy labelling has to follow general label requirements set out in section 4.2.3.  

5.3.5  Distribution  

In  general  terms,  dairy  products  in  Thailand  are  most  commonly  distributed  through  modern  grocery 
retails (77%); more specifically, hypermarkets in particular (43%). Among modern retailers, convenience 
stores  and  supermarkets  are  popular  to  lesser  extents.  Independent  small  grocers  account  for  11%  of 
distribution.  Non-store  retailing,  though  a  minority,  is  surprisingly  popular  with  some  9%  of  all  dairy 
products being distributed through this channel, with direct selling the leading distribution method within 
it (Figure 5-15). 

There are, nonetheless, some specificities by different dairy product. More specifically: 

•  Butter and spreads: modern retailers play a smaller role, accounting for only 62% of distribution. 
Independent small grocers account for some 24% of distribution. The only non-store method of 
distribution  is  internet  retailing  (2%).  However,  as  noted  above,  food  service  is  by  far  a  more 
important channel for butter distribution than retail. 

•  Cheese: modern retailers (led by hypermarkets) are even more dominant, accounting for 88% of 
distribution.  There  is  minimal  non-store  distribution.  The  situation  is  similar  for  other  dairy 
products, though the degree of dominance of modern retailers is slightly lower (84%). However, 
it  must  be  remembered  that  the  vast  majority  of  cheese  is  consumed  through  food  service 
channels rather than the retail channels discussed above. 

•  Yoghurt: non-store retailing (dominated by direct selling) is very popular accounting for over ¼ of 

distribution of yoghurt products. This is largely at the expense of modern retailers. 

•  Drinking  milk  is  effectively  all  sold  through  store  retailing;  predominantly  through  modern 

retailers (85%). 

  
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-15:Distribution channel overview of dairy in Thailand (2018); all dairy products; retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.3.6  Challenges for EU products 

There is tough competition in the Thai dairy market, from a combination of the rapidly evolved domestic 
production,  and  the  dominance  of  New  Zealand  in  multiple  import  categories.  However,  the  rapid 
increases in domestic production are largely in the past, and milk production has only been increasing at 
3% per year in recent years, below the volume growth rate of multiple dairy products such as drinking 
milk, cheese and butter. 

Market Takeaway: Dairy 

Consumption:  drinking  milk  by  far  the  largest  market.  Multiple  markets,  including  that  for  butter  and  cheese 
increasing at fast rates.  
Competition:  domestic  production  and  New  Zealand  the  main  competitors.  The  market  is  quite  fragmented  and 
segmented, meaning that players neither dominate within a single dairy category, or across categories. 
Distribution:  modern  grocery  retailers,  led  by  hypermarkets,  are  dominant.  However,  food  service  is  far  more 
important than retail for both butter and cheese. 
Challenges:  high  level  of  competition.  Strong  historic  interest  of  the  Thai  government  in  the  development  of  the 
domestic dairy industry. 
Opportunities:  most  recently,  the  growth  in  domestic  production  has  been  outstripped  by  demand,  leading  to 
increasing  imports.  Interesting  opportunities  in  the  niches  for  butter  and  cheese,  though  these  are  not  without 
competition. 

  
 
 
 
 
 
 
 
 
118 | Page  

5.4  Wine 

5.4.1  SWOT analysis 

STRENGTHS (+) 
  Wine sales show a positive performance in volume 

 

and value terms.  
EU  products  are  perceived  as  high  quality/ 
premium.  

  An  increasing  proportion  of  tourists  and  locals 

have a taste for wine.  

OPPORTUNITIES (+) 
  Demand for imported wine is not greatly impacted 

by price increases. 

  Notable consumers among young professionals in 
big  cities  and  tourists;  with  the  former  group  in 
particular growing. Females as well as tourists and 
expats are in particular interested in wine.  

5.4.2  Consumption 

5.4.2.1  Evolution of consumption 

Thailand - Market Entry Handbook  

WEAKNESSES (-) 

  Wine market still eclipsed by beer and spirits. 
 

Increasing  local  production  both  in  terms  of 
quantity and quality. 

THREATS (-) 
  Restrictions  for  advertising  and  prohibitions  in 
certain zones (e.g. near educational centres). 
  Competition  from  other  less  expensive  markets: 
Chile, Argentina, New Zealand and Australia.  

The evolution of wine market in Thailand shown in Figure 5-16 demonstrates the popularity of red, white 
and sparkling wines over the period 2013-2018. With about 80% share market, red wine registers the 
highest value, with EUR 778.7m in 2018 approaching sales of 23 million litres and total volume growth of 
15%.  In  2018,  white  wine  made  up  14%  (EUR  137m),  and  sparkling  wine  reached  the  4%  (EUR  42m). 
Consumption of rosé wine was relatively low, amounting to EUR 1.4 million. 

Although per capita wine consumption is low (0.4 litres per head) in comparison with European countries, 
wine sales have been steadily growing, over the last five years. In 2018 alone, wine registered double-
digit  growth  in  both  total  volume  and  current  value  terms,  largely  due  to  a  new  taxation  system  for 
alcoholic  drinks  in  the  country:  The  Excise  Tax  Act  BE  2560  (2017).  Over  the  forecast  period  wine  is 
expected to post a total volume CAGR of 8.3% to exceed sales of 40 million litres in 2023. 

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-16: Evolution and forecast of wine market (million EUR) in Thailand, 2013-2023; total value 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Red Wine
778.7

Rosé Wine
1.4

White Wine
137.0

Sparkling Wine
42.0

-5.0

0.0

-2.0

5.0

10.0

15.0

20.0

25.0

Historic CAGR % 2013/18

Source: Euromonitor International: Alcoholic Drinks, 2020. 

5.4.2.2  Consumer profile and purchase criteria 

Consumers 
The culture of wine is increasing as it is a drink perceived as a sign of higher social status amongst Thais. 
Penetration  of  western-style  food  in  growing  number  of  restaurants,  bars  and  pubs  has  ensured  the 
acceptance of wine as an everyday drink. Furthermore, it is now accepted it combines well with some 
Thai-style food. 

Expanding on this, consumers of the beverage exhibit the following characteristics among the population: 
•  Tourists and expats: there is major demand of foreign wine by visitors originally from European 
countries  and  Australia.  Most  notably,  wine  appreciation  is  also  becoming  an  increasingly 
important part of the luxury lifestyles of affluent expats.  

•  Thai population 25 to 55 years: Older generations generally prefer to buy red wines and classic 
wines. However, the introduction of affordable labels has helped the consumer base of imported 
wine  expand  considerably  to  include  younger  professionals  such  as  millennials.  Younger 
consumers like to experiment and has access to more types of wine.  

•  Urbanites: Most consumers of (European) wines belong to the urban areas of the country such as 
Bangkok, Phuket, Udon Thani and Chiang Mai, with demand for wine benefitting from the thriving 
nightlife there. For urbanites, wine appreciation has now become a significant indicator of social 
status, with consumers increasingly able to make an informed decision when choosing a bottle of 
wine on a menu. They usually decide to buy across price points based on the occasion.  

•  Females: Females are considered to be the main wine consumers in Thailand, accounting for over 
50%  of  all  wine  consumption,  including  that  of  EU  wines.  Women  tend  to  prefer  high-quality 
imported wines, especially from EU.  

  
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

In general, Thais prefer strong, bold, punchy and heavier wines. The best-selling red varieties are Shiraz 
and Cabernet Sauvignon. Chardonnay and Sauvignon Blanc are the top two white varieties. Middle-aged 
consumers,  as  well  as  white-collar  workers,  are  the  main  target  groups  of  imported  wines  and  are 
expected to see the strongest growth in wine consumption in the future. 

Research studies demonstrated that the change in taxation policy in Thailand does not affect imported 
wine, as a luxury good, demand for it is not sensitive to price increases. Local wines, orientated to local 
low to medium-income consumers, are mainly competing with beer industry rather than imported wines. 

Drivers and method of consumption 
Expensive and foreign wines are becoming popular for business dinners or gifts targeted to middle-income 
classes who possess higher education levels and higher spending power. Wine is also a Thai gift for special 
occasions and festivals.  

Most wines consumed in Thailand are imported from France (25%), Australia (17%), Singapore (16%) and 
Italy (12%) in 2017. Thai consumers generally have a positive perception of European wines due to their 
long presence in Thailand and well-known names globally. However, foreign wines with tariff reductions 
(Australia  and  New  Zealand)  or  from  less  expensive  suppliers  (Chile  and  Argentina)  are  having  a  large 
effect on the market and are creating a significant advantage.  

Purchase criteria 
Although consumption of European wine has a long history in Thailand, there is strong penetration by 
new  wines  due  to  price  competition,  product  availability  and  product  variety.  Thus,  price  is  a  major 
determinant in wine purchase, because of the changes of the life-style and the price-sensibility of Thai 
consumers.  For  higher  income  consumers  the  foreign  wines  are  more  desirable  as  a  prestige  mark, 
meanwhile local wine appears to compete mostly with beer as a drink of choice for the vast majority of 
Thai  alcohol  beverage  drinkers.  The  price  of  the  better  Thai  wines,  which  are  beginning  to  be  viewed 
locally as competitive with imported wines, will be over USD 20 per bottle, which is almost the same range 
that  the  consumers  can  shop  for  good  imported  wines.  Despite  the  overall  price  focus,  consumers 
generally purchasing such expensive wines are non-price sensitive.  

Availability has become an important factor driving the sales of EU wines in Thailand. Not only do off-
trade  channels  account  for  the  majority  of  wine  sales  in  Thailand,  but  their  importance  is  further 
increasing  along  with  the  range  of  retail  channels  offering  wine.  For  example,  convenience  stores  are 
increasingly offering wine and indeed sales of some brands have been boosted by their availability in these 
channels.  

Another factor persuading consumers to purchase wines are attractive packaging and labelling because 
it adds value to wine as a gift item. EU wines are often favoured in luxurious packaging, as they may be 
purchased not only to drink and gift but also to display in the house as a status symbol. Wine offered in 
gift packs coupled with other products such as beer, chocolates, confectionery and fruits are becoming 
popular during holidays.  

  
 
 
 
 
 
 
 
 
121 | Page  

Thailand - Market Entry Handbook  

Finally, type of wine is important, in line with the trends set out in section 5.4.2.2 above.  Thai consumers 
are likely to become more familiar with wine and a wine culture is expected to develop further in the 
country as wine consumption increases gradually. 50  

Wine on retailers’ shelves in Thailand 

Imported wine commonly retails at the following prices: 

•  Economy – under 500 HBT (13.50 EUR) per 750ml 
•  Mid – 500 HBT to 1 000 HBT (13.50-27 EUR) per 750ml 
•  Premium – Above 1 000 HBT (27 EUR) per 750ml 

Nearly all wine is sold in glass bottles in Thailand. Most of them have a volume of 750 ml, however, 
smaller as well as bigger bottles exist on the market as well and mostly contain either 200ml, 700ml or 
even 1l or 2l. Price discounts or promotions for wine do not seem to be common in Thailand. As red 
wine is the most popular wine category it often takes up most shelf space depending on the size of the 
shop. Most wine offered in modern outlets are mid to premium priced and mainly in eye sight and 
ready to grab. Cheaper wine is usually placed on lower shelves.  

50 Euromonitor International: Alcoholic Drinks, 2020; OEC Import Database Thailand. 
https://oec.world/en/profile/country/tha/#Imports; Economic determinants of wine consumption in Thailand. 
International Journal of Economics and Business Research. November 2016 DOI: 10.1504/IJEBR.2016.10002114. 

  
 
 
 
 
 
 
 
 
                                                            
122 | Page  

Thailand - Market Entry Handbook  

 In most stores, wine is placed in a general alcohol section 
together or next to other products such as beer and spirits 
as  depicted  in  the  picture  on  the  left.  The  smaller  the 
shop, the closer different kind of alcohol are put together. 
This is why it can be complicated to make some products 
stand out from others.   

As  already  noted  above,  more  expensive  EU  wines  are 
often  favoured  in  luxurious  packaging,  as  they  are 
purchased not only to drink and gift but also to display in 
the house as a status symbol. Wine offered in gift packs is 
often  coupled  with  other  products  such  as  beer, 
chocolates,  confectionery  and  fruits  are  becoming 
popular during holidays. 

A  significant  number  of  wine  drinkers  in 
Thailand  lack  thorough  knowledge  of  wine. 
Thus,  consumers  may  look  for  assistance 
when  choosing  wine  for  special  occasions, 
which is why trained staff or specialist stores 
(as shown in the picture  on the right) might 
be  useful  when  it  comes  to  selling  premium 
products.  Moreover,  specialist  and  gourmet 
stores can often display their products better 
and space them out more. 

Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.4.2.3  Recent market trends 

Over the next years, wine is projected to continue its positive performance in total volume terms, with 
sales of red and white wine leading the growth, as previously seen in Figure 5-16. Middle-higher income 
urban-based  consumers  seems  to  lead  the  increase  in  demand  for  imported  wine,  meanwhile  less 
expensive local wine is competing with beer and a variety of foreign more affordable drinks, as mentioned 
in section 5.4.2.2.  

Price is likely to remain a notable consideration for consumers overall, as reflected by increased interest 
in  new  world  wines.  Nonetheless,  there  are  some  trends  emerging  which  take  into  account  the  price 
consideration.  For  example,  wines  which  blend  different  grape  varieties  and  ultimately  offer  a  more 
rounded taste profile are growing in popularity; the Cabernet – Merlot – Shiraz blend being a notable 

  
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

example. Good blends are increasingly seen as offering value for money by consumers. Younger urban 
consumers  also  show  an  increased  willingness  to  experiment  with  new  wines,  including  different 
European wines. 

5.4.3  Offer 

5.4.3.1  Domestic production 

Although  Thailand  is  not  generally  viewed  as  a  wine-producing  nation,  local  winemakers  have  found 
success by studying the viticulture practices used in countries like France and New Zealand and adapting 
them to the local climate. Thailand produces over 1 million bottles of wine every year, corresponding to 
wineries  in  the  Monsoon  Valley,  the  rolling  hills  of  Khao  Yai,  81  miles  northeast  of  Bangkok.  The 
application  of  innovative  solutions  and  intense-labour  force  due  to  the  volatile  climate,  had  greatly 
increased the performance of wine production in the region. The Monsoon valley has hence become the 
face of Thai wine with over 350 000 bottles produced yearly. Other Thai wineries are PB Valley Winery, 
Gran Monte Vineyard & Winery, J&J Vineyard, Village Farm and Winery. The most popular grapes include 
the  following  varieties:  Shiraz,  Pokdum,  Sangiovese  for  red  wines;  and  Chenin,  White  Melage  and 
Colombard for white wines.  

Aside from grape wine made traditionally, Thailand is also home to various fruit wines due to their dizzying 
abundance of tropical and subtropical fruits. Such  fruit wines are on average cheaper than traditional 
grape wine and are very popular with new wine drinkers looking for everyday wines suitable for casual 
situations. 

Exports are also on the rise, again chiefly to supply the global Thai restaurant sector. Initially, wines were 
almost entirely made soft and fruity to match spicy food, but now a range of styles are made including 
crisper, drier styles to be drunk on their own.  

As local wine production increases, it is likely that more Thai consumers will start to pay attention to this 
type of alcoholic drink.51  

5.4.3.2  Imports and exports 

As mentioned above, increase rise of Thai wine recognition has accelerated exports in the recent years. 
Following the acceleration of exports in 2018 and 2019, Thailand has changed from a strong net importer 
of wine to a marginal net importer; and imports themselves have fallen slightly to EUR 60m (Figure 5-17).  

51 
https://12go.asia/en/thailand/wine-in-thailand  

https://worldoffoodanddrink.worldtravelguide.net/drink/thai-wine-a-remarkable-success-story/; 

  
 
 
 
 
 
 
 
 
                                                            
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Figure 5-17: Trade balance (imports and exports) of wine in Thailand, 2015-19; EUR 000 

l

e
c
n
a
a
B
e
d
a
r
T

;
e
v
i
t
i
s
o
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=
r
e
t
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o
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I
(

)
e
v
i
t
a
g
e
n
=
d
e
t
r
o
p
x
e

80 000

60 000

40 000

20 000

 0

-20 000

-40 000

-60 000

2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2204. 

Figure 5-18: Thai imports of wine by country, 2015-19; EUR 000 

70 000

60 000

50 000

40 000

30 000

20 000

10 000

0
0
0
R
U
E
e
u
a
V

l

 0

2015

2016

2017

2018

2019

France Australia

Chile United States of America

Italy

Rest of the EU Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2204. 

In 2018, Thailand mostly imported wine from France with a wine market share of 25% of wine imports by 
value, worth approximately EUR 26 million. Australia is in the second place (18%) with around EUR 13 
million, and the advantage of lower import tariffs. Chilean wine has been introduced as an affordable 
product, with high recognised quality (Figure 5-18). 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
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Figure 5-19: unit value of Thai imports of wine by country, 2015-19; EUR per m3 

3
m

r
e
p
R
U
E
e
u
a
V

l

10 000
9 000
8 000
7 000
6 000
5 000
4 000
3 000
2 000
1 000
 0

2015

2016

World

2017

2018

2019

France

Italy

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2204. 

As mentioned before,  French and Italian products have large shares of imports and are considered as 
luxury goods. This is reflected by the unit price of French imports in particular, which is over double the 
world average. Unit values of both French and Italian wine imports have been constantly rising over the 
past five years (Figure 5-19).  

5.4.3.3  EU GI products 

The  taste  for  wine  is  increasing  the  high  consideration  of  EU  products.  The  following  wines  had  been 
registered as GI in Thailand as of January 201952: 

•  Barbaresco (IT) 
•  Barolo (IT) 
•  Brunello di Montalcino (IT) 
•  Champagne (FR) 

5.4.3.4  Main competitors 

As outlined in section 5.4.3.2, EU producers have an important share of the market, France and Italy are 
the largest importers of wine into Thailand. On top of that, Australian wines are also expected to increase 
their market share over the next years, taking advantage of the tax benefits. Other countries with cheaper 
wines, as Chile and Argentina, have also competitive advantages for market penetration. Furthermore, 
technology  improvement  and  policy  support  by  the  government  has  benefitted  domestic  production, 
which now is considered a direct competitor for imported wine in some cases.  

52 https://euipoeuf.eu/sites/default/files/arise-docs/2019/ASEAN_GI-Booklet.pdf  

  
 
 
 
 
 
 
                                                            
 
 
 
 
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5.4.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry of wine can be found in section 4.2. Most notably, an 
import permit for alcoholic beverages is required; and in order to obtain this, there is a requirement to 
secure  a  certificate  of  analysis  (COA).  This  COA  requirement  remains  contentious,  however  (see  also 
section 4.3.4) and in view of this contention, its full implementation has been postponed several times, 
with the option to perform the necessary analysis in the 30 days after import offered in the interim. In 
view of ongoing discussions around the COA requirement, if working with a local importer or partners, it 
is recommended that they be consulted for the latest status with the COA requirement prior to sending 
any shipments. 

EU wines entering Thailand face MFN tariffs of between 54% and 60%. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=2204  

Customs procedures  
A list of standard documents required for the import of wine into Thailand is presented in Table 4-1 and 
Table 4-2 in section 4.2.1.  

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2204&countryid=TH
#h9  

SPS measures, standards 
As noted above, the requirement to obtain a certificate of analysis prior to import has been introduced in 
Thailand.  New  quality  standards  were  also  introduced  in  June  2019.  An  unofficial  translation  of  the 
notification introducing these can be found at the following link: 
https://members.wto.org/crnattachments/2019/TBT/THA/19_3488_00_e.pdf  

It  includes  maximum  levels  for  chemical  attributes  such  as  ethyl  carbamate  and  methyl  alcohol;  food 
additives (benzoic acid or salt of benzoic acid; sulphur dioxide; and sorbic acid or salt of sorbic acid); and 
contaminants  (arsenic,  lead  and  ferrocyanide).  It  is  strongly  recommended  that  the  notification  be 
consulted  for  full  details  on  the  maximum  levels  and  necessary  test  methods.  While  the  new  quality 
standards are generally considered a lot less problematic than the old ones, it has been noted that the 
limit on aldehyde could cause problems for sherry; and other limits such as ethyl carbamate and arsenic 
may differ from those which are present in some wine producing countries. 

  
 
 
 
 
 
 
 
 
 
 
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As noted in section 4.3.4, the COA requirement and quality standards have been the subject of dispute as  
they are not considered to align with international or European alcohol standards. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2204&countryid=TH#h20  

Labelling  
As noted in section 4.2.3, wine in Thailand need to bear the following information on the label: 

•  product name 
• 
the alcoholic percentage 
• 
size of the bottle / container 
•  name / address of the importer 
•  name / address of the manufacturer 
•  a government approved and distinguishable warning message.  

It should also be noted that labelling requirements for alcoholic beverages were also updated through the 
Notification of Alcoholic Beverages Control Re: Rules, Procedures and Conditions for Labels of Alcoholic 
Beverages (2015). However, this legislation has been the subject of some contention, as noted in section 
4.3.4. Key issues perceived with this legislation are: 

• 
• 

• 

the lack of clarity relating to the messages permitted or prohibited on the label 
the  effective  prohibition  of  the  use  of  cartoon  images,  quality  or  certain  statements  such  as 
“premium” 
the  potential  for  different  interpretations  of  the  above  points  and  other  elements  of  the 
legislation. 

In  view  of  the  uncertainty  and  ongoing  discussions  around  the  situation  with  alcohol  labelling  laws,  if 
working with a local importer or agent it is recommend that they be contacted for the latest status and 
local interpretation. 

Finally, as explored in section 4.2.3 it is worth remembering: 

•  There are considerable restrictions on the advertising of alcoholic beverages 
•  There have been discussions on graphic warning labels on alcoholic beverages, though legislation 

for this has not yet materialised. 

Up to date information on appropriate documents concerning labelling measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2204&countryid=TH#kap92  

5.4.5  Distribution  

Two-thirds of wine by volume is sold in off-trade channels and one-third in on-trade. The two main types 
of on-trade premises for the sale of alcoholic drinks are full-service restaurants and bars/pubs.  

  
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

The main off-trade channels, as reported in Figure 5-20 are supermarkets, hypermarkets and food/ drink/ 
tobacco specialists in equal percentages (~30%) in 2018. Supermarkets and hypermarkets generally offer 
wine at competitive prices in lower price brackets. Premium wines are distributed through specialised 
wine outlets, online shopping, mail-order/catalogue, upper-tier hotels and restaurants.  

Small  grocery  retailers  (11%)  –  mostly  composed  by  convenience  stores  that  are  increasing  -  and 
supermarkets are the categories showing a share drop off in 2018.  

Figure 5-20: Distribution channel overview of wine in Thailand (2018); off-trade volume 

Source: Euromonitor International: Alcoholic Drinks, 2020.  

5.4.6  Challenges for EU products 

High  income  consumers,  tourists  and  expatriates  have  a  preference  for  expensive  foreign  wine; 
meanwhile  Thai  low-income  consumers  have  a  divided  preference  between  local  wine  and  beer. 
Competition from lower priced Chilean and Argentinian wines, and the lower tariffs faced by Australian 
and New Zealand wine producers threatens the overall long-term dominance of EU exports, mainly for 
France and Italy. Nonetheless, it should be noted that the good perception of EU wines indicates that they 
do  not  always  target  the  same  consumer  as  these  other  importers;  and  hence  may  be  expected  to 
maintain a good market share nonetheless. 

  
 
 
 
 
 
 
 
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Market Takeaway: Wine 

Consumption:  Wine  consumption  is  rising,  although  the  average  volume  consumed  per  person  is  low;  red  wine 
accounts for 81% of the market. 
Competition:  EU  exporters  face  the  strong  competition  with  Australian  wines,  due  to  the  lower  tariffs  they  face. 
Domestic production of good quality wines, competes with the lower price foreign wines of Chile and Argentina. 
Distribution:  About  2/3  of  volume  is  sold  in  off-trade  channels,  mostly  in  supermarkets,  hypermarkets  and 
food/drink/tobacco specialists, in equal percentage. On-trade channels represents 1/3 of the volume and take place 
at full-service restaurants and bars/pubs.  
Challenges: EU exporters currently face high tariffs and taxes, which can complicate competition based on price with 
countries with better market access under the trade agreements.  
Opportunities:  The  growing  domestic  consumer  base,  especially  amongst  wealthy  consumers.  French  and  Italian 
wines in particular perceived as high quality. 

  
 
 
 
 
 
130 | Page  

5.5  Spirits 

5.5.1  SWOT analysis 

 

 

 

STRENGTHS (+) 
the 

largest  consumed  alcoholic 

Spirits  are 
beverage in Thailand. 
It  is  common  during  meetings  and  gatherings  in 
Thailand  for  spirits  to  be  consumed,  in  small 
amounts. 
France is the second largest exporter of spirits to 
Thailand  with  Sweden  and  Germany  being  in  the 
top ten. 

OPPORTUNITIES (+) 
  Many  imported  products  such  as  rum  and  vodka 
have  yet  to  be  produced  on  a  large  scale  in  the 
country, providing foreign producers with a niche 
that  it  will  likely  take  many  years  for  domestic 
producers to gain a foothold in. 
EU  Products  have  become  more  competitive  In 
Thailand due to a new tax regime, though a price 
gap still exist. 

 

  High levels of tourists arriving in Thailand increases 

the demand for imported spirits.  

5.5.2  Consumption 

5.5.2.1  Evolution of consumption 

Thailand - Market Entry Handbook  

WEAKNESSES (-) 
  Unclear labelling laws can make it difficult for EU 

 

producers to comply with Thai regulations 
The prices of imported spirits remain higher than 
that of local ones due to excise taxes, although the 
situation is improving. 

  Chinese Baijiu and Japanese whiskies are popular 
in Thailand and are inspiring other Asian producers 
to enter the Thai market.  

THREATS (-) 

 

The Thai government has been readily advocating 
against the consumption of spirits with restrictions 
of sale hours and advertising presenting problems, 
it is likely tighter restrictions may be implemented 
in the future. 

  Domestic  producers  are  starting  to  produce 
products such as rum and vodka which have yet to 
be produced on a large scale in the country. 
  Craft spirits are growing in popularity in Thailand.  

Thai consumers consume a large amount of spirit products, with spirits being the most popular beverage 
in the country in absolute alcohol content. As illustrated in Figure 5-21, whisky is the single most valued 
spirit in the Thai market with a market value of EUR 540 million, this is followed by brandy and cognac at 
a market value of EUR 272 million and white spirits at a value of EUR 151 million. Rum, tequila and liqueurs 
all fall under a market value of EUR 100 million however are expected to grow rapidly in the Thai market 
with rum forecast to at a CAGR of 9.8% for the period to 2023. All spirit products in the Thai market are 
expected to grow with the exception of whiskey which is contracting slightly. The “other spirits” category 
has a market value of EUR 3.8 Billion which makes it by far the largest category. Products included in the 
“other spirits” category include national specialities which dominate the Thai market with Sura Khao being 
an example of a product from this category and also the most consumed spirit by product.  

  
 
 
 
 
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Figure 5-21: Evolution and forecast of spirits market in Thailand, 2013-2023; total value, EUR millions 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

-15.0

-10.0

-5.0

Whiskies
540.7

14.0
12.0
10.0
8.0
6.0
4.0
2.0
0.0
-2.0
-4.0
-6.0
-8.0

Liqueurs
47.3

Other Spirits
3 861.6

Brandy and Cognac
272.8

White Spirits
151.6

Rum
64.2

Tequila
53.4

0.0

5.0

10.0

15.0

20.0

25.0

Historic CAGR % 2013/18

Source: Euromonitor International: Alcoholic Drinks, 2020. 

5.5.2.2  Consumer profile and purchase criteria 

Consumers 
As stated previously Thais consume a large amount of spirits, with spirits being the most popular alcoholic 
beverage in the country. The rise of an urban population has compounded the consumption of spirits as 
they have become readily more accessible for consumers; in Bangkok the sale of spirits is a common sight 
in the city and often associated with the culture of the city. Spirit consumption is often a light-hearted 
affair in Thailand with heavy consumption in a single session being uncommon, but rather consumption 
is a daily occurrence which explains the large consumption per capita. In general, spirits will be consumed 
by consumers of all ages and income levels as the price of spirits in Thailand is generally cheap and the 
youth of Thailand generally consume spirits as their first alcoholic beverage. That said, consumption of 
spirits is most prevalent within the 25 to 44 age group. Imported spirits such as cognac, gin and rum are 
usually more expensive in Thailand than other spirits; and subsequently are associated with wealth and 
success.  The  higher  price  tag  does  limit  consumers  among  the  general  population  to  an  extent,  with 
affluent consumers aged 25-44 the group most likely to consume these. However, organisers of the many 
conferences and events in Thailand will tend to stock these imported spirits due to the aforementioned 
association. Men are the predominant consumers of spirits in the country and they are likely to consume 
white spirits such as Sura Khao (traditional Thai white spirit) and vodka , women in the country are more 
likely to consume cocktails and consumption of spirits for women has been growing steadily in recent 
years.  

Drivers and method of consumption  

•  The influx of tourism. An estimated 38 million tourists visited Thailand in 2018, this compounds 
the sales of spirits as tourist travelling to party spots in Thailand such as Phuket often associate 
the city with alcohol consumption, and by extension spirit consumption. As imported spirits are 
not too expensive compared to local spirits from a tourist point of view, this encourages on-trade 
establishments catering to tourist to stock up on international brands.  

  
 
 
  
 
 
 
 
 
 
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•  The rise of craft sprits. The craft spirit industry in Thailand has grown since 2018 which also offers 
a stark difference from craft beer which have declined. Spirits in particular that are experiencing 
a rise in craft production include English gin, and white rum. Many producers of craft spirits have 
relocated to neighbouring Laos and Cambodia to set up production to avoid harsher measures in 
Thailand while remaining able to sell into the Thai market. While this craft spirit trend could be 
considered  to  be  detracting  from  the  market  for  large  established  brands,  it  is  also  sparking 
interest in smaller brands regardless of their origin. In general however , these craft spirits are not 
expected  to  be  a  major  threat  to  commercial  brand  imported  spirits,  as  the  overall  volume 
produced is too low to be accessible to the general public. 

•  Thai Drinking culture. Drinking spirits in Thailand as previously mention is typically a light-hearted 
affair. This entails an unspoken etiquette which surrounds the consumption of spirits. Rather than 
ordering one cocktail at a time it is typical in Thailand to order a bottle for the group. A bucket of 
ice and optional mixers are then presented with the bottle allowing individuals to create spirit 
mixes  to  their  own  preference.  Controlling  alcohol  levels  consumption  and  personal  taste 
preference are key traits to the consumption of spirits in Thailand. Thais will typically consume 
spirits in the evening with daytime consumption of spirits not being too common in the country; 
drinking habits in Thailand mirror in many ways the consumption habits in the west in this regard. 
Drinking spirits with meals is common and it must be noted that Thais will typically share one 
bottle between a group, sharing is a key trait to the drinking culture of Thailand.  

•  Cocktails, special celebrations. Imported spirits are most commonly consumed as part of cocktails 
or  with  mixers.  Special  occasions  such  as  new  year,  weddings  and  birthdays  are  times  when 
imported spirits are particularly likely to be consumed. 

Purchase criteria  
A new excise tax introduced in 2017 affected the spirits market. The measure came as an effort to narrow 
the  gap  in  prices  between  domestic  and  imported  spirit  products,  this  measure  has  yet  to  lead  to  a 
significant  narrowing  of  prices  as  spirts  are  not  as  price  sensitive  as  other  alcoholic  beverages  in  the 
market such as beer; indeed some consumers will actively look  for more expensive imported spirits as 
this is a sign of status.  

Thais  are  typically  loyal  to  the  products  they  enjoy,  and  flavour  is  an  important  determinant  for  Thai 
consumers. Despite the higher costs, Thais who can afford to spend more on imported spirits will if it they 
can. Lower income earners will likely stick to local spirits either brewed locally or in Thailand as a whole. 
Tourists in the country which will typically have higher incomes can readily afford imported spirits and 
may also purchase them over relatively unknown Thai variants. Overall, spirits in Thailand have a fairly 
high level of brand loyalty. 

Finally,  accessibility  is  a  notable  factor  that  affects  the  purchase  decision.  While  this  has  traditionally 
favoured  domestic  spirits,  which  have  always  been  widely  available  across  multiple  retail  outlets, 

  
 
 
 
 
 
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imported spirits are increasingly available in a range of outlets. This in turn is facilitating the trading up of 
some consumers from local spirits.53 

Spirits on retailers’ shelves in Thailand 
Typical retail price ranges for imported spirits are as follow: 
• Economy: between THB 300 –600 (EUR 8-16) per 700ml 
• Medium: between THB 600 – 1 000 (EUR16-27) per 700ml 
• Premium: above THB 1 000 (EUR 27) per 700ml 

53  Euromonitor  International:  Alcoholic  Drinks,  2020;  Drinking  Culture  in  Thailand  –  Dos  and  Donts,  Jonesy  in 
https://jonesyinthailand.com/culture/drinking-culture/; 
Thailand, 
https://www.ped.co.jp/eng/report/asia07/ 

available 

at 

  
 
 
 
 
 
                                                            
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Imported spirits are mainly premium products and thus 
are located at eye-sight of consumers. Cheaper products 
located  below,  but  sometimes  above 
are  mostly 
premium products as well. Yet, depending on the size of 
the shop and the amount of different spirits and brands 
available premium products are also sometimes a touch 
or  stretch  away  (picture  above).  To  stand  out  some 
spirits  are  displayed  on  extra  shelves  (picture  on  the 
left). Promotions around spirits are not very common, 
however  sometimes  multipacks  containing  several 
bottles are offered. 

 Spirit  brands  are  evolving  their  packaging 
design  and  size  centred  around  glass 
bottles. The designs are not only limited to 
the label, but also to an array of different 
bottles  and  colours  so  that  products 
visually stand out on the shelf. For instance, 
some  brands  offer  opaque  glass-bottles 
with different colour text, while others use 
rectangular  glass  bottles  as  shown  on  the 
picture  to  the  right.  Sometimes  brands 
even offer extra carton packaging to make 
their products stand out. Most spirit bottles 
contain  700ml,  however,  smaller  (such  as 
200ml) and bigger (such as 1l) bottles exist 
as well. 

Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.5.2.3  Recent market trends  

As  previously  stated,  a  new  excise  tax  has  impacted  the  market  in  Thailand  and  led  to  increased 
competitivity for imported spirits. Whiskies from markets such as Japan have been popular in the country 
and the success of whisky from Japan in the Thai market has inspired spirits sellers from other nations in 

  
 
 
 
 
 
 
 
 
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the region to look at the Thai market as viable, with Korean Soju being an example of a new spirit from 
the region entering the market. Chinese Baijiu and Kentucky bourbon have entered the market in recent 
times  and  have  garnered  a  small  following.  Imported  spirits  are  increasingly  targeting  the  mid-price 
segment and subsequently challenging the dominance of local Thai production. 

5.5.3  Offer 

5.5.3.1  Domestic production 

The domestic production of spirits in Thailand is dominated by one large player, Thai beverage PLC. This 
is a result of the company and the Sirivadhanabhakdi family having a monopoly of the spirit market in 
Thailand until 2000 when the market was liberalised, however today the company retains an 81% share 
of the market. New players have recently started producing in country in an attempt to challenge the 
dominance  of  Thai  beverage,  which  include  companies  like  Diageo  who  are  producing  dark  rum  in 
Thailand and Tawandang 1999 which has recently built a new distillery in the Chai Nat’s Hankha district. 
The introduction of a new tax regime in 2017 has but pressure on domestic producers to innovate 
and  compete  with  imported  spirits  which  now  find  themselves  in  a  much  more  balanced  and 
competitive market.  

Grape  based spirits are  mainly  produced  commercially   by the  companies of Regency and Meridien 
Thai  Brandy  (ThaiBev)  with  combined  production  of  2.2  million  cases  annually,  while  whiskey  has  no 
large scale producers which opens this market up to foreign producers.  

Craft spirits have grown in popularity in the country and variants that stand out which are increasingly 
produced in Thailand are English gin and rum. Some variations of grape spirits may be infused with 
flavours unique to Thailand such as pineapple; though in some cases these spirits are distilled abroad 
and  then  blended  once  they  arrive  in  Thailand.  Nonetheless,  stringent  excise  laws  mean  that  the 
production of crat spirits in Thailand remains challenging. 

5.5.3.2  Imports and exports 

As can be seen below in Figure 5-22, Thailand has gradually shifted from being a net importer of spirits 
towards  being  in  broad  equilibrium.  In  2019  Thailand  imported  a  total  value  of  EUR  236  Million  and 
exported a total value of 222 Million, which was a significant rise from the EUR 157 Million it exported in 
2018. A rise in domestic production coupled with a new regulatory and taxation regime implemented in 
2017  helps  to  explain  this  rise  in  exports  and  the  gradually  movement  towards  a  trade  equilibrium  of 
spirits in the country.  

  
 
 
 
 
 
 
 
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Figure 5-22: Trade balance (imports and exports) of spirits in Thailand, 2015-19; EUR 000 

300 000

200 000

100 000

 0

-100 000

-200 000

-300 000

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2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2208. 

As can be seen in Figure 5-23 below, trade of spirts in and out of Thailand largely revolves around two 
products,  those  being  whiskies  and  grape  spirits  with  both  roughly  being  equal  in  value  in  relation  to 
imports and exports. In 2019 Thailand exported EUR 70 million worth of grape spirits and imported EUR 
66  Million,  while  it  exported  EUR  98  Million  worth  of  whiskey  and  imported  EUR  102  Million.  Other 
products are largely imported by Thailand as the domestic production of products such as rum and gin 
has yet to reach a large scale. The balancing of pricing levels for imported spirits in relation to domestic 
products helps to increase the demand for imported spirits.  

Figure 5-23: Trade balance (imports and exports) of spirits in Thailand by type, 2019; EUR 000 

l

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220820 Grape spirits

220830 Whiskies

220840 Rum

220850 Gin and Geneva

220860 Vodka

220870 Liquors and cordials

-150 000

-100 000

-50 000
Value EUR 000 

 0

50 000

100 000

150 000

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Spirit names shortened. CN codes before spirit name. 

Exports

Imports

  
 
 
 
 
  
 
 
 
 
 
 
 
 
137 | Page  

Thailand - Market Entry Handbook  

Going into further detail, Figure 5-24 demonstrates that the United Kingdom is the largest exporter of 
spirits to Thailand with whiskies accounting for the largest product exported to Thailand from the UK. 
France is the largest EU exporter of spirits to Thailand and the second largest overall; grape spirits is the 
largest product exported by France, with liquors and cordials also being exported at a significant scale. 
China is the largest exporter of spirits to Thailand in its immediate vicinity and largely exports national 
speciality spirits such as Baijiu. The rest of the EU has a small share of spirit imports at present. 

Figure 5-24: Thai imports of spirits by country, 2015-19; EUR 000 

250 000

200 000

150 000

100 000

50 000

0
0
0
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 0

2015

2016

2017

2018

2019

United Kingdom

France

China

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/ Data for CN code 2208, Unit Value 

5.5.3.3  EU GI products 

Cognac is a protected GI in Thailand. 

5.5.3.4  Main competitors 

The UK is the largest exporter of spirits to the country, with whisky being the main spirit product sold to 
the country which is significant considering this type of spirit has the largest market value in Thailand for 
a sole spirit product. China has increased its production of Baijiu and this product is increasingly visible in 
Thailand; while Japan has had success in its trade of whisky to Thailand which acts as an inspiration for 
other spirit products produced within Thailand’s immediate vicinity to view Thailand as a viable market. 
However, the large volumes of spirits produced domestically – including notably craft spirits following the 
opening up of the market – should be considered as a major competitive threat. 

5.5.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry of spirits can be found in section 4.2. Most notably, an 
import permit for alcoholic beverages is required; and in order to obtain this, there is a requirement to 

  
 
 
 
 
 
 
 
 
 
 
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secure  a  certificate  of  analysis  (COA).  This  COA  requirement  remains  contentious,  however  (see  also 
section 4.3.4); and in view of this contention, its full implementation has been postponed several times, 
with the option to perform the necessary analysis in the 30 days after import offered in the interim. In 
view of ongoing discussions around the COA requirement, if working with a local importer or partners, it 
is recommended that they be consulted for the latest status with the COA requirement prior to sending 
any shipments. 

EU spirits entering Thailand face MFN tariffs of 60% (with the exception of Gin/Geneva, for which tariffs 
are a lower 54%).  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=2208  

Customs procedures  
A list of standard documents required for the import of spirits into Thailand is presented in Table 4-1 and 
Table 4-2 in section 4.2.1.  

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2208&countryid=TH
#h9  

SPS measures, standards 
As noted above, the requirement to obtain a certificate of analysis prior to import has been introduced in 
Thailand. Quality standards were also introduced in June 2019. An unofficial translation of the notification 
introducing these can be found at the following link: 
https://members.wto.org/crnattachments/2019/TBT/THA/19_3488_00_e.pdf  

It includes maximum levels for chemical attributes such as fusel oil and methyl alcohol; food additives 
(benzoic acid or salt of benzoic acid and sorbic acid or salt of sorbic acid); and contaminants (arsenic and 
lead). It is strongly recommended that the notification be consulted for full details on the maximum levels 
and necessary test methods. 

As noted in section 4.3.4, the COA requirement and quality standards have been the subject of dispute as  
they are not considered to align with international or European alcohol standards. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2208&countryid=TH#h20  

Labelling  
As noted in section 4.2.3, spirits in Thailand need to bear the following information on the label: 

  
 
 
 
 
 
 
 
 
 
 
 
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•  product name 
• 
the alcoholic percentage 
• 
size of the bottle / container 
•  name / address of the importer 
•  name / address of the manufacturer 
•  a government approved and distinguishable warning message.  

It should also be noted that labelling requirements for alcoholic beverages were also updated through the 
Notification of Alcoholic Beverages Control Re: Rules, Procedures and Conditions for Labels of Alcoholic 
Beverages (2015). However, this legislation has been the subject of some contention, as noted in section 
4.3.4. Key issues perceived with this legislation are: 

• 
• 

• 

the lack of clarity relating to the messages permitted or prohibited on the label 
the  effective  prohibition  of  the  use  of  cartoon  images,  quality  or  certain  statements  such  as 
“premium” 
the  potential  for  different  interpretations  of  the  above  points  and  other  elements  of  the 
legislation. 

In  view  of  the  uncertainty  and  ongoing  discussions  around  the  situation  with  alcohol  labelling  laws,  if 
working with a local importer or agent it is recommend that they be contacted for the latest status and 
local interpretation. 

Finally, as explored in section 4.2.3 it is worth remembering: 

•  There are considerable restrictions on the advertising of alcoholic beverages 
•  There have been discussions on graphic warning labels on alcoholic beverages, though legislation 

for this has not yet materialised. 

Up to date information on appropriate documents concerning labelling measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2208&countryid=TH#kap92  

5.5.5  Distribution  

As shown in Figure 5-25, spirits are directly sold through grocery retailers in the country in relation to off-
trade sales (as is also the case with beer). Small grocery retailers are the largest distributers of spirits in 
the off-trade channel sector accounting for 34% of sales. Typically, these retailers will be more inclined to 
stock  domestic  spirits  as  taxes  associated  with  imported  spirits  will  still  be  too  high  for  small  grocery 
retailers to afford, despite progress in their reduction. Hypermarkets and supermarkets in the country 
account for a significant amount of sales with 22.6% of sales coming from hypermarkets and 14.6% of 
sales coming from supermarkets. Food and tobacco specialist retain a 27.8% share of sales but are under 
threat  from  government  restrictions  on  sales  near  schools  and  temples  which  impacts  these  traders 
harder than other sectors. In relation to on-trade sales, these account for around 19% of sales by volume 
and  as  many  on-trade  distributers  in  the  form  of  bars  and  restaurants  will  be  prevalent  in  touristic 

  
 
 
 
 
 
 
 
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hotspots in it is likely these traders will be more inclined to stock imported spirits in combination with 
domestic brands.  

Figure 5-25: Distribution channel overview of spirits in Thailand (2018); off-trade volume 

Source: Euromonitor International: Alcoholic Drinks, 2020. 

5.5.6  Challenges for EU products 

As  previously  discussed,  a  new  tax  regime  was  implemented  in  2017  which  aimed  to  narrow  the  gap 
between  the  prices  of  imported  spirits  which  were  typically  previously  much  higher  than  those  of 
domestic spirits as a result of excise tax . While this new tax measure did result in some narrowing of the 
pricing  gap,  domestic  producers  still  enjoy  a  slight  pricing  advantage  over  EU  and  other  imported 
products. Alcohol labelling laws, which can in some cases be considered vague and hard to comply with,  
can also present a challenge to EU producers. These challenges can however be overcome as the EUR 72 
Million French spirit exports to Thailand demonstrates.  

Market Takeaway: Spirits 

Consumption: Spirits are the largest consumed alcoholic beverage in Thailand, while typically not heavily consumed 
in one setting, the daily consumption of spirits in the country with meals and gatherings is a common practise.  
Competition: Effective domestic production monopoly, though some spirits not produced locally. UK a major origin 
and the largest exporter to Thailand. China is also growing its spirits production and gaining a share in the market in 
Thailand. The success of Japanese whisky in the country has also inspired other nations in the region to view Thailand 
as a viable market for their products.  
Distribution:  Generally  distributed  through  off-trade  channels  which  comes  largely  in  the  form  of  small  grocery 
retailers. Hypermarkets and supermarkets are important growing distribution channels for spirits and will typically 

  
 
 
 
 
 
 
 
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have imported spirits amongst their selections. On-trade sellers are also significant to the distribution of spirits in the 
country and are influenced by the large number of tourists who visit Thailand and demand imported spirits.  
Challenges: Domestic producers continue to have a slight competitive advantage over imported spirits in relation to 
taxes although this problem has been partially addressed by the Thai government and progress is being made to 
balance the market. 
Opportunities: Many imported products such as rum and vodka have yet to penetrate the Thai market in a significant 
manner, allowing for EU producers of this product to enter a relatively untouched market.  

  
 
 
 
 
 
Thailand - Market Entry Handbook  

WEAKNESSES (-) 
  Olive  oil  is  not  commonly  in  the  traditional  Thai 

 

 

 

cooking; hence the market is very small. 
Limited  knowledge  about  different  types  of  olive 
oils, in comparison with other vegetable oils.  
THREATS (-) 

Strong, indirect competition from the wide range 
of other oils available.  
Following  on  from  the  above,  the  low  level  of 
knowledge  of  olive  oil  combined  with  the  high 
price means that few consumers either consider or 
can afford olive oil. 

142 | Page  

5.6  Olive oil 

5.6.1  SWOT analysis 

STRENGTHS (+) 

  Olive oil sales are growing very quickly. 
 

EU countries account for most exports of olive oil 
to Thailand. 
The health trend is driving demand. 

 

OPPORTUNITIES (+) 
  Consumers’ associations between olive oil and the 
Mediterranean  healthy  diet  constitutes  an 
advantage for the market entrance. 

  With  health  concerns  and  fat  types  an  ongoing 
discussion,  opportunities  for  olive  oil  may  exist  if 
health advantages are clearly communicated. 
Some  opportunities  among  female,  mid-high 
income and predominantly urban consumers.  
  Blended oil, organic olive oil, endorsements from 
organisations and smart packaging are trending. 

 

5.6.2  Consumption 

5.6.2.1  Evolution of consumption 

Olive oil consumption has been growing in EUR per capita, as per Figure 5-26. The market size is expected 
to further increase from EUR 12 million in 2019 to EUR 19 million in 2023. Indeed, consumption of olive 
oil has been on a stable growth path and is expected to remain on the upward trend.  

However, as Thais most commonly cook with coconut oil, palm oil, peanut oil, or soybean oil, sales in the 
olive  oil  sector  remain  marginal  compared  to  sales  in  previous  mentioned  oil  segments.  According  to 
Euromonitor International data, olive oil is the least-sold oil in Thailand of all edible oils, although it is the 
third in sales value. However, olive oil has registered the highest volume growth in the 2013-2018 period 
of all edible oils and its growth forecasts until 2023 are the most favourable in the category.   

Figure  5-26:  Evolution  and  forecast  of  market  for  olive  oil  (value,  EUR  millions)  and  olive  oil  consumption  per  expenditure,  in 
Thailand; 2013-2023 

Olive Oil in Thailand,  Retail Value RSP, EUR million

  25.0

  20.0

  15.0

  10.0

  5.0

 -

n
o

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2013

2014

2015

2016

2017

Olive Oil

2018
Per Capita, EUR Per Capita

2019

2020

2021

2022

2023

Source: Euromonitor International: Packaged Food, 2020. 
Note: figures for 2019 to 2023 based on forecasts. 

0.35

0.30

0.25

0.20

0.15

0.10

0.05

0.00

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5.6.2.2  Consumer profile and purchase criteria 

Consumers 
Vegetable oils, mainly soybean and palm oil, enter mainly in the Thai market competing with traditional 
coconut oil and pork lard, preferred for local consumers due to the accessibility and the lower price. Over 
time, other variations as corn oil, rice bran oil, safflower oil, sunflower oil and canola oil stepped onto the 
scene.  

The ongoing urbanisation has pushed a rise in the number of single-person households and greater health 
awareness, which has consequently influenced the demand for edible oils. The middle class, urban Thai 
consumers are placing a higher value on health and wellness with more time being spent learning about 
food and health-related products. Olive oil is most popular among urban consumers who are starting to 
learn more about the nutritional content and usage of different types of cooking oils based on their fat 
composition and smoking point.  

Thai consumers of olive oil are more likely to have the following characteristics: 

•  Female: Thai women are educated and there is little difference between the disposable income 
of women compared to men. With the dual responsibilities of earning an income and maintaining 
a  household,  working  women  in  particularly  tend  to  be  the  primary  decision-makers  for 
household purchases. With increasing efforts to look after their own and family’s health, they are 
opting to buy olive oil due to its multiple benefits. 

•  Younger  generation  (aged  18-35  years):  The  youth  in  Thailand  is  growing  increasingly  health-
conscious  and  are  influenced  by  the  western  culture.  They  are  ready  to  make  the  necessary 
changes in their dietary patterns and are seeking products with good quality ingredients. They are 
aware of the health benefits of olive oil, and therefore, are willing to spend more and use it for 
everyday cooking especially when following western cuisine recipes. 

•  Middle- and high-class urbanite: The population in urban areas of Thailand are educated, tech-
savvy  and  understand  the  health  benefits  of  using  unsaturated  vegetable  oils  over  saturated 
vegetable oils for cooking. The expanding middle class in urban areas (over 70% of the population 
in  Bangkok  is  middle-class)  is  driving  the  growth  of  olive  oil  through  the  health-conscious 
consumer. The growing Thai urbanites look for premium international brands such as Bertolli to 
integrate into their diets. Also, the urban population has greater access to modern retail channels 
such as supermarkets, which are the dominant retailers of edible oil in Thailand.  

Drivers and method of consumption 
As previously mentioned, tradition Thai cuisine mostly used coconut oil, and pork lard; vegetable oils as 
soybean  oil  and  palm  oil  have  entered  into  the  market  due  to  changes  in  modern  lifestyle.  Olive  oil 
consumption is driven by restaurants and hotels, and it is also consumed for beauty purposes for skin and 
hair with the product available in pharmacies and special stores. Consumers in Thailand are also starting 
to buy specific oils for different purposes instead of purchasing large bottles of multi-purpose cooking oil.  

Generally, olive oil is the preferred oil to prepare western cuisine recipes in Thailand. Olive oil has been 
commonly used in non-heat exposed foods such as cold marinate, salads and dips, because of its lower 

  
 
 
 
 
 
 
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smoking point. However, there is increasing use of olive oil in hot foods for hot, fried and stir-fry cooking. 
Consumers do not use olive oil for deep frying yet, disliking its strong smell. Some Thai consumers have 
started to use olive oil for the preparation of more typical local dishes, though this remains a rarity. 
Overall, the average Thai consumer prefers those oils with softer or more neutral flavours and in general, 
does not distinguish between different qualities (extra virgin, virgin, orujo). However, among the urban 
higher income population, there is increased knowledge of olive oils; and hence such consumers have a 
preference  for  extra  virgin  olive  oil  for  cooking  purposes  (which  is  most  commonly  obtained  in 
supermarkets and hypermarkets).  
The  relevance  of  the  canning  food  sector  in  the  Asian  country  has  led  to  an  increase  in  the  industrial 
purchase of olive oil expecting a growth trend for the next years. 

Purchase criteria 
Once  a  consumer  has  decided  to  purchase  olive  oil  over  other  types  –  often  influenced  by  health 
considerations -, the taste and aroma are two main criteria driving decision making when purchasing olive 
oil  in  Thailand.  The  taste  of  extra  virgin  olive  oil  is  generally  not  suitable  for  all  types  of  Thai  dishes.  
However, it is preferred for western cuisine where it is used to add aroma and rich flavour to the dish. For 
broader use which may include incorporation in more Thai style dishes, consumers tend to prefer a light 
and subtle flavour olive oil. Given the limited price difference between variants, consumers tend to choose 
the type of olive oil based on the versatility of food preparation, inclining towards light tasting olive oil 
which  can  be  used  for  preparing  hot  as  well  as  cold  food.  The  price  difference  is  not  likely  to  affect 
consumers who are likely to stay loyal to European olive oil, as a result of consumer satisfaction (due to 
past experiences), brand equity and high quality associated with EU brands. 

As noted above, health is a key trigger for Thai consumers to purchase olive oil. However, Thai consumers 
do not tend to choose the type of olive oil based on the amount of antioxidant. Most Thai consumers view 
that olive oil, in general, is healthier than other edible oils for healthier polyunsaturated fats but are not 
able to identify which olive oil is healthier. Only health enthusiasts prefer Extra Virgin Olive Oil due to 
higher antioxidants over a product labelled as 100% olive oil.  

Olive oil on retailers’ shelves in Thailand 
The popularity of olive oil is increasing; however, it is not yet an oil which is used on a daily basis by 
Thai consumers. Most stores, which offer olive oil are located in the urban centres of the country. Even 
though  it  is  typical  to  see  olive  oil  surrounded  by  other  edible  oils  in  bigger  urban  shops  it  is  often 
displayed on extra shelves or spots as shown in the following two pictures. If olive oil is placed between 
other edible oils it mostly is positioned at eye-sight of consumers (mid to premium positions). 

  
 
 
 
 
 
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Olive  oil  is  seen  as  a  premium  product  and  thus,  is  much  more  expensive  than  other  edible  oils  in 
Thailand. It starts at around 200 THB (EUR 5.50) for imported cheaper olive oils mainly distributed in 
PET bottles and can go up to 1 100 THB (EUR 33) or even higher for premium products which are mainly 
sold  in  glass  bottles.  As  seen  in  the  pictures  most  products  are  sold  in  bottles  containing  500ml, 
however, some companies also offer smaller (250ml) bottles or bigger ones (1l to 2l) to offer consumers 
different options to buy according to their usage. 

  
 
 
 
 
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As seen in the picture above retailers offer 
price reductions for olive oils to encourage 
consumers to buy it. 

Moreover,  olive  oil  gets  oxidized  quickly. 
Therefore,  consumers  prefer  to  purchase 
olive  oil  packaged  in    dark  bottles  to  any 
clear bottle. For example, Extra Virgin Olive 
Oil, which is sensitive to light, is preferably 
bought  in  dark  green  coloured  bottles, 
which deter UV rays from penetrating the 
olive oil and altering the flavour.  

To  encourage  consumers  to  try  olive  oil 
retailers may group it together with other 
products which go along well with olive oil 
such as pasta such as shown in the second 
picture. 

Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.6.2.3  Recent market trends 

Thailand is a net importer of olive oil from EU. Olive oil saw the highest value growth in 2019, and it is 
expected a CAGR% of 11.1% for the period 2019-2024. The product consumption, who reached the EUR 
10 million in 2018 is expected to reach EUR 19 million in 2023.54 

There are several notable trends in Thailand that are of relevance to olive oil: 

•  Blended oil: Besides the health benefits of olive oil, manufacturers also strived to improve the 
usability of their products among various dishes. This helped companies gain share by positioning 
their brands as suitable for all cooking methods. As such, blended oils – i.e. those blending oils 
from different sources, including olive oil - have grown in popularity among both manufacturers 
and consumers and have a more premium positioning due to offering some added value. Blended 
oils tend to carry logos or claims regarding improving certain bodily functions. For example, the 
company Oleen launched Oleen Plus, which boasts strong nutritional claims due to combinations 
of various oils.  

•  Smart  packaging:  Many  olive  oils  in  the  Thai  market  also  come  with  smart  packaging  to  help 
provide essential product information for consumers. For instance, Bertolli, a popular brand in 

ICEX 

International 

55 
https://www.icex.es/icex/es/navegacion-principal/todos-nuestros-servicios/informacion-de-mercados/estudios-
de-mercados-y-otros-documentos-de-comercio-exterior/index.html 

studies.  Olive  oil  market 

Executive 

Thailand. 

trade 

report  2019. 

in 

  
 
 
 
 
 
 
 
 
                                                            
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Thailand - Market Entry Handbook  

Thailand, provides smart packaging using innovative electronic traceability and transparency. It 
has NFC (near field communication) label placed underneath the external label which is activated 
via a smartphone antenna to read traceability information. It also offers a tamper-proof device 
composed of a bottle cap containing an RFID (radio frequency identification) adhesive label in its 
glass  bottles,  which  supports  a  smooth  supply  chain  including  transport  and  distribution  of 
products. 

•  Endorsements from organisations: For instance, Lam Soon (Thailand)’s new product launches are 
certified  by  the  WHO  and  also  carry  the  Thai  Trust  Mark.  These  indicate  the  importance  of 
engendering  trust  among  consumers  and  targeting  health-conscious  Thais  who  scrutinise 
packaging labels.  

Thailand has implemented a ban on partially hydrogenated oils (see section 4.2.2). While as seen above, 
olive oil is a small part of the overall oil market in Thailand and other oils such as sunflower or safflower 
may be better positioned to take advantage of this, this ban may nonetheless provide some opportunities 
for olive oil. Most notably, the ban coincides with greater consumer awareness of health issues and fat 
types; and against this background the health benefits of olive oil – if consumers are made fully aware of 
them – may  allow olive oil to benefit from this wider trend and legislative trend. That said, even before 
this  law  came  into  effect,  the  majority  of  the  edible  oil  sold  in  the  retail  market  in  Thailand  was  not 
hydrogenated. Local manufacturers stopped using this method for vegetable oil production to extend the 
shelf life of the oil. However, after the law change, food manufacturers have been advised to move to 
indigenous oils such as palm oil or coconut oil as well as blended oils and the consumers have been advised 
to  limit  the  consumption  of  fats,  good  or  bad.  The  increasing  confusion  in  the  market  has  also  led  to 
people opting for organic and natural oils, which may be opening some opportunities for olive oil. Indeed, 
organic olive oil is benefitting from this ban to some extent. 

5.6.3  Offer 

5.6.3.1  Domestic production 

Thailand is not a producer of olive oil. 

5.6.3.2  Imports and exports 

Thai imports of olive oil have remained relatively stable in terms of volume and value during the period 
2015-2019,  representing  in  average  EUR  16.5  million,  according  to  Figure  5-27.  The  small  volume  of 
exports can be explained through re-export. 

  
 
 
 
 
 
 
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Figure 5-27: Trade balance (imports and exports) of olive oil in Thailand, 2015-2019; EUR 000 

;
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20 000

15 000

10 000

5 000

 0

-5 000

2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1509. 

Regarding the geographical distribution of Thai imports of this product,  the  market in Thailand is 85% 
concentrated  in  Spanish  and  Italian  oils;  while  the  rest  is  divided  into  olive  oils  of  Turkish,  Greek  and 
Tunisian origin. 

Spain has established itself as the main olive oil supplier to Thailand in volume and value terms (Figure 
5-28). Spanish exports in 2015 represented about 60% of the olive oil market during the period 2015-2019 
in Thailand in terms of value, meanwhile Italian olive oil exports has slightly increase from about 28% to 
35% in the same period. On the contrary, Spanish exports in terms of volume had decreased from about 
3 500 to 3 000 tonnes, and Italy has maintained the exports in 5 200 tonnes average (Figure 5-28). 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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Figure 5-28: Thai imports of olive oil by country, 2015-2019; EUR 000 

R
U
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0
0
0
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l

20 000
18 000
16 000
14 000
12 000
10 000
8 000
6 000
4 000
2 000
 0

2015

2016

2017

2018

2019

Spain

Italy

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1509. 

Figure 5-29: Thai imports of olive oil by country, 2015-19; Value EUR per tonne  

e
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E
e
u
a
v

l

6 000

5 000

4 000

3 000

2 000

1 000

 0

2015

2016

2017

World

Spain

2019

2018

Italy

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1509. 

The unit value of Italian olive oil is valued above Spanish in the Thai market. Despite the broader presence 
of Spanish olive oil in the Thai market than Italian one, Spanish olive oil is more likely to be consumed as 

  
 
 
 
 
 
 
 
 
 
 
 
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an ingredient by the canning industry or to be bottled in Thailand, not always mentioning the Spanish 
origin.55 

5.6.3.3  EU GI products 

No EU GIs for olive oil are currently registered in Thailand. 

5.6.3.4  Main competitors 

Almost all imported olive oil has European origins. Spanish brands which are particularly popular present 
include Fragata and Borges. 

5.6.4  Specific market entry requirements 

Market Access and Entry  
All  general  rules  about  market  access  and  entry  for  olive  oil  can  be  found  in  section  4.2.  EU  olive  oil 
products face MFN tariffs, which are quantity rather than ad valorem. The tariff rate for olive oil is 7 THB 
per 1 litre. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1509   

Customs procedures  
A list of standard documents required for the import of olive oil into Thailand is presented in Table 4-1 
and Table 4-2 in section 4.2.1. Notably this includes an import licence for foodstuffs and a GMP certificate 
in Thai or English (as olive oil is considered a standardised food). 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1509&countryid=TH  

SPS measures, standards 
Olive oil is a standardised food, and so there is specific legislation covering microbiological and general 
contamination.  However,  given  this  was  mainly  introduced  to  standardise  informal  production  inside 
Thailand, it is unlikely to pose a challenge for goods imported from the EU; and no historical cases of 
problems with it have been identified for EU exporter.  

Up to date information on appropriate documents concerning SPS measures: 

ICEX 

International 

55 
https://www.icex.es/icex/es/navegacion-principal/todos-nuestros-servicios/informacion-de-mercados/estudios-
de-mercados-y-otros-documentos-de-comercio-exterior/index.html 

studies.  Olive  oil  market 

Executive 

Thailand. 

trade 

report  2019. 

in 

  
 
 
 
 
 
 
 
 
 
 
 
                                                            
 
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https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1509&countryid=TH#h20  

Labelling  
Olive oil labelling has to follow general label requirements set out in section 4.2.3.  

5.6.5  Distribution  

As described in Figure 5-30 distribution channels of edible oils to the final consumer is carried in major 
proportion  (~59%)  through  modern  grocery  retail  establishments  (supermarkets,  hypermarkets  and 
gourmet supermarkets). Traditional channels and convenience stores show a rapid decline in the edible 
oil sales.  

Stores  with  greater  variety  of  imported  products  located  in  areas  where  Thai  people  with  high  and 
medium-high income levels and expatriates reside, attract the major olive oil consumers. Such stores are 
therefore important for olive oil distribution. 

The  retail  sector  in  Thailand  is  highly  concentrated  in  a  few  companies,  some  of  which  manage  both 
supermarket chains and gourmet supermarkets. It has been observed that it is increasingly common for 
distributors to be interested in incorporating their own white brand of olive oil, which is very competitive 
in price. Imports of bottled olive oil are made through an importer duly registered with the Thai FDA. 
Although the regulations do not require it, it is common for importers to demand exclusivity. The import 
process  is  not  complicated,  but  it  can  be  time  consuming  and  bureaucratic.  Some  supermarket  and 
hypermarket  chains  make  direct  purchases  of  olive  oil  to  producers,  but  for  the  most  part  they  are 
purchases of oil to sell under their own distributor brand (private label).56 

ICEX 

International 

56 
https://www.icex.es/icex/es/navegacion-principal/todos-nuestros-servicios/informacion-de-mercados/estudios-
de-mercados-y-otros-documentos-de-comercio-exterior/index.html 

studies.  Olive  oil  market 

Executive 

Thailand. 

trade 

report  2019. 

in 

  
 
 
 
 
 
 
 
                                                            
 
 
 
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Figure 5-30: Distribution channels overview of edible oils (including olive oil) in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.6.6  Challenges for EU products 

The main challenge is that olive oil is a minor product in Thailand, with other oils much more widely used. 
However, while this market is small, it is rapidly growing, providing significant opportunities as well. 

Market Takeaway: Olive oil 

Consumption: Relatively small but rapidly growing demand. 
Competition: EU is leading in exports, with Spain and Italy leading with a market share of 85%.  
Distribution:  Store  based  retailing,  mainly  in  supermarkets  and  specialist  shops  located  near  higher  income 
consumers. 
Challenges: Brand promotion and healthy diet tendency is the key point to market differentiation more than price. 
Opportunities: The lack of domestic production and the need for imports to satisfy the growing domestic demand. 
Increased interest in bulk import and bottling in Thailand, including for blending with other oils and for the canning 
industry 

  
 
 
 
 
 
 
 
 
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5.7  Chocolate and confectionery 

5.7.1 

 SWOT analysis 

STRENGTHS (+) 
  Many  chocolate  confectionery  categories  are 

WEAKNESSES (-) 
  Chocolate confectionery market value about 60% 

popular. 

  All chocolate confectionery categories are forecast 
to grow at generally high rates, as are most sugar 
confectionery categories. 
Thailand 
confectionery. 

importer  of  chocolate 

is  a  net 

 

OPPORTUNITIES (+) 
  Countlines,  chocolate  pouches  and  bags,  tablets, 
the  chocolate 

and  boxed  assortments  are 
categories with the best opportunities.  
Premiumisation  trend 
quality EU products. 

is  favourable  for  high-

 

 

 

 

 

less than the one for sugar confectionery. 
Thailand  is  a  net  exporter  of  sugar  confectionery 
and the EU was only accountable for a small part 
of the markets value in 2019 of about 8%. 
Even  though  Thailand 
importer  of 
chocolate,  the  EU  only  accounts  for  28%  of  the 
total imports value. 

is  a  net 

THREATS (-) 

The general price consciousness of consumers can 
be problematic for higher-priced EU products. 
The  increasing  popularity  of  local  bean  to  bar 
chocolate  manufacturers/artisans  who  often  use 
cocoa grown / sourced locally in Thailand. 

  Health  trend 

is  an  opportunity  for  healthier 
chocolate/confectionery e.g. sugar-free chocolate 
and medicated confectionery.  

5.7.2  Consumption 

5.7.2.1  Evolution of consumption 

The total market size of chocolate confectionery in Thailand in 2018 was about EUR 187m (Figure 5-31). 
The different chocolate confectionery groups countlines, chocolate pouches and bags, tablets and boxed 
assortments share the biggest market share by value, ranging from approximately EUR 52m in 2018 for 
countlines to just over EUR 38m for boxed assortments. Thus, four out of six chocolate categories nearly 
account for the whole market size. The market size of seasonal chocolate was about close to EUR 6m in 
2018, whereas the market for chocolate with toys was neglectable. Considering the volume, in 2018 about 
7.7m  tonnes  of  chocolate  confectionery  were  consumed  in  Thailand  with  countlines,  and  chocolate 
pouches and bags being the most prominent ones. Just like the value is forecast to grow, so is the volume 
of all chocolate categories forecast to grow as well in the same period. 

Moreover,  Figure  5-31  depicts  historic  and  forecasted  CAGR  of  these  chocolate  categories.  All  historic 
compound annual growth rates (CAGRs) between 2013 and 2018, as well as forecasted CAGRs between 
2019 and 2023, are all high and at fairly similar levels both historically and going forwards, with the sole 
exception of chocolate with toys which did not grow historically nor is it forecasted to grow. The highest 
CAGR  is  registered  for  boxed  assortments  with  a  growth  rate  of  10.4%  between  2019  and  2023.  The 
countlines, chocolate pouches and bags, and tablets categories are all forecast to grow at high rates of 
around 9.5% as well and even seasonal chocolate is forecast to grow at a CAGR of nearly 8%.  

  
 
 
 
 
 
 
 
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Figure 5-31: Evolution and forecast of chocolate confectionery market in Thailand, 2013-2023; total retail value EUR million 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Seasonal Chocolate
5.6

Tablets
43.5

Boxed Assortments
38.3

Countlines
51.9

Chocolate Pouches and 
Bags
47.4

-2.0

0.0

-2.0

2.0

4.0

6.0

8.0

10.0

12.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

The  market  value  for  sugar  confectionery  in  2018  was  about  60%  bigger  than  the  one  for  chocolate 
confectionery at about EUR 455m (Figure 5-32). The two categories with the biggest market share were 
medicated  confectionery  with  around  EUR  110m  and  gum  with  just  under  EUR  97m.  These  two  are 
followed by pastilles, gums, jellies and chews with close to EUR 71m, mints with nearly EUR 64m and other 
sugar confectionery wit close to EUR 63m. After those categories, boiled sweets followed with about EUR 
42m. The three categories with the lowest market share were toffees, caramels and nougat; lollipops, and 
liquorice, which together  only accounted for about  EUR 10m. Volume-wise  Thais consumed over 50m 
tonnes of sugar confectionery in 2018, with pastilles, chews, jellies and mints as well as the category of 
mints accounting for most volume. In general, the volume of imports is forecast to grow as well between 
2019 and 2023. 

The historic CAGR’s between 2013 and 2018 were at least positive for all sugar confectionery categories, 
whereas in the forecasted CAGRs between 2019 and 2023 the second strongest category gum is forecast 
to lose value by 4.3% as depicted in Figure 5-32. This is the only obvious negative change. In general, the 
forecasted  CAGR’s  are  higher  than  the  historic  ones.  The  biggest  group  (medicated  confectionery) 
historically grew at a rate of 6.4%. This number more than doubled in the forecast. The second biggest 
CAGR is forecasted for other sugar confectionery with nearly 12%. Liquorice is the only category with a 
market  size  of  zero  and  a  historic  as  well  as  forecasted  CAGR  of  zero  as  well.  All  other  CAGRs  of  the 
remaining categories are forecast to grow at rates between 5% and 10% between 2018 and 2023, which 
shows strong growth as well. 

  
 
 
 
 
 
 
 
 
 
 
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Figure 5-32: Evolution and forecast of sugar confectionery market in Thailand, 2013-2023; total retail value, EUR million 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

-2.0

20.0

15.0

10.0

5.0

0.0

-5.0

-10.0

Toffees, Caramels and 
Nougat
5.3

Medicated 
Confectionery
110.2

Other Sugar 
Confectionery
62.6

Mints
63.5

Pastilles, Gums, Jellies 
and Chews
70.6

Boiled Sweets
41.7

Lollipops
4.7

0.0

2.0

4.0

6.0

8.0

10.0

12.0

Gum
96.5

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

5.7.2.2  Consumer profile and purchase criteria 

Consumers 
Chocolate confectionery consumers span all age groups as well as social groups, however, there are some 
differences. Lower-income consumers are more price sensitive and are less likely to consume chocolate 
confectionery on a regular basis. Millennials, with their rising disposable incomes, form a major group of 
chocolate  confectionery  consumers  and  are  moreover  interested  in  innovative  and  new  flavours  and 
brands.  The  younger  population,  as  well  as  consumers  from  most  rural  areas  and  lower-income  ones 
prefer  local  mass-producing  brands  which  offer  cheaper  products.  Another  consumer  for  chocolate 
confectioneries  are  tourists  coming  to  Thailand  that  buy  premium  chocolates  as  souvenirs  or  gifts. 
Premium chocolates in general, are mostly consumed by the high-income groups and those living in big 
cities. In general, middle to upper-income consumers, are willing to pay for premium products. 

Sugar  confectionery  products  are  consumed  by  any  age  and  social  group  as  well.  However,  sugar 
confectionery is popular with young children, teenagers and young adults in particular. Kids enjoy sour 
candy  a  lot,  while  the  other  young  groups  mostly  rely  on  medicated  confectionery  due  to  the  health 
consciousness and the move away from high sugar consumption. Consumers in general, older generations 
in general, tend to be brand loyal, as long as product prices fit their budget. 

Drivers and method of consumption  
Thai  consumers  see  chocolate  as  a  nice  treat  for  themselves  and  is  often  consumed  at  home.  Special 
occasions  are  increasingly  helping  to  drive  demand  for  chocolate  confectionery  in  Thailand  with 
consumers looking for presents, especially on Valentine’s Day and in the run-up to Christmas. Valentine’s 
Day  is  the  leading  occasion  for  gift  chocolate  confectionery  sales,  as  Thai  consumers  prefer  to  give 
chocolate over other products such as flowers and cards, particularly those in central, north and north-
eastern Thailand. The increasing Western culture in Thailand further boosted this trend, as consumers 
sought new ways including gifting to express their romanticism. 

  
 
 
 
 
 
 
 
 
 
 
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Sugar  confectionery  consumers  buy  products  either  for  themselves  as  a  snack  and  often  because  of 
different  other  functions  such  as  to  satisfy  their  emotion,  satisfy  cravings,  to  increase  their  energy  or 
simply to relax and reduce stress. Sugar confectionery is also bought as a gift for friends or family for 
special occasions or as a sweet gesture. The sugar confectionery market is moreover largely driven by its 
popularity among children. Children remained the main consumers of lollipops in Thailand . The relatively 
low unit price was another key contributor to the category’s performance. Sugar confectionery mainly is  
affordable for mass consumers. Consumers of mint and gums mainly look for functional benefits such as 
to freshen their breath, to keep themselves awake or the ability to relieve symptoms of cough and cold 
due to the presence of herbal extracts in them. In the recent years, many Thai consumers switched from 
chewing gum to alternative products such as mints and medicated confectionery, with the latter not only 
offering  the  same  breath  freshening  properties  but  also  having  a  better  image,  for  example  among 
professionals in a working environment. Gifting is not as common in this segment; however, heart shaped 
candies stand out in gifting segment, especially during Valentine’s Day. 

Purchase criteria  
Thai  consumers  pay  a  lot  of  attention  to  the  taste  of  chocolate,  in  fact,  more  than  most  other  Asian 
countries which make taste the number one purchase criteria. Moreover, consumers also value products 
of good value and such products that trigger their emotions in one way or the other. According to studies, 
most Thai consumers prefer sweeter chocolate. However, the ongoing health trend fosters the popularity 
of darker chocolate as well, as it has less sugar and is deemed to be the healthier choice. And thus higher 
income consumers are willing  to pay  more for premium brands, organic alternatives, dark chocolates, 
sugar-free, keto-friendly and vegan options in chocolates. Yet, the price is still important. Lower-income 
groups cannot always afford chocolate confectionery and thus either buy other goods as replacements or 
choose smaller sized and thus cheaper package sizes. Moreover, the majority of Thai consumers views 
international  products  as  being  of  higher  quality  and  better  taste  compared  to  other  common  local 
brands. The established presence and strong reputations of these international companies helped them 
to earn consumer confidence in the product quality offered.  Consumers often choose innovative flavours 
within chocolate confectionery. More specifically, flavour-filled chocolate tablets remain popular due to 
the ability to enjoy a mixture of flavours with chocolate. 

Finally with regard to chocolate, during special occasions such as New Year, birthdays and Valentine’s Day, 
consumers mainly prefer attractive gift packaging. Brands such as Lindt and Mondelez with their special 
packaging  are  popular  gifting  brands  during  seasonal  sales.  Packaging,  thus,  plays  a  significant  role  in 
attracting the interest of customers and impacting their decision. 

Within sugar confectionery, consumers are increasingly looking out for low sugar or no sugar options or 
those with alternative sweeteners.  Consumers mainly favour medicated confectionery (as reflected in 
Figure 5-32), because it is not only deemed to be the healthier choice than ordinary sugar confectionery 
but  also  because  it  often  has  additional  benefits.  For  example,  medicated  confectionery  can  contain 
herbal ingredients which can relieve throat discomfort and freshen up the breath or vitamins and collagen 
which are good for body and health in general. Gum is losing its popularity because consumers switch to 

  
 
 
 
 
 
 
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medicated confectionery or mints because of their better image. Moreover, this switch is due to the ban 
on dropping chewing gum in public places. Innovative new products with more diverse flavours as well as 
sour confectionery are in particular popular with children. 57 

5.7.2.3  Recent market trends 

The  following  are  the  main  recent  market  trends  influencing  chocolate  confectionery  products:  new 
flavours,  smaller  package  sizes,  premiumisation  and  the  health  trend.  New  flavours  are  essential  for 
keeping  customers  interested,  in  particular  younger  customer  with  less  brand  loyalty.  Millennials  are 
particularly drawn to new and unusual flavours, as this consumer base is attracted to new experiences. 
Launches also help brands to stand out in a congested market, with players making widespread use of 
social media to drive interest in these products. For example, Nestlé (Thai) Ltd launched special flavoured 
Kit Kat Thai tea to attract consumers. The company chose the tea flavour because most people drink a lot 
of tea in Thailand and so this was seen as a way of trying to customize the product to the local market. 
Furthermore, as already mentioned before consumers sometimes prefer smaller packages due to their 
smaller prices. Thus, several manufacturers have been miniaturising their products.  Not everyone has the 
finances  to  consume  chocolate  on  a  regular  basis.  Leading  brands  in  this  development  are  e.g. 
international ones such as M&M’s, Hershey and Kit Kat.  

Although some consumers being very price-conscious, the premiumisation trend also entered Thailand. 
International premium brand companies such as Royce and Godiva gain popularity, in particular because 
their high-quality products are still cheaper than artisanal and local high-quality products and on top of 
that can be bought usually in normal supermarkets. Local premium chocolate became an interesting niche 
product for higher-income groups that value high-quality chocolate. Moreover, dark chocolate as well as 
sugar-reduced chocolate is trending because of its healthier ingredients due to the ongoing health trend. 
Thai Glico Co Ltd for example launched Zero Sugar Chocolate, which is sugar-free chocolate that targeted 
increasingly health-conscious female consumers.  

The  recent  market  trends  for  sugar  confectionery  are  similar  to  the  chocolate  confectionery  ones, 
however the main trend that has effects on all products and brands is the strong health trend. Consumers 
increasingly pay attention to the amount of sugar they consume, which seemingly makes it not easy for 
sugar confectionery to maintain their position on the market. Yet, this is not the case as shown in 5.7.2.1 
and the sugar confectionery market is forecast to grow in value and volume. One reason behind this is the 
inventiveness of sugar confectionery producers, who focus on developing new products which are low in 
sugar  or  contain  other  healthy  ingredients.  In  addition,  products  with  unusual  flavour  varieties  are 
trending as well. For example, the brand Nude Capsule claims to be the first brand to offer not only breath 
but also belly refreshers, which made their value grow by double digits. Other leading players within sugar 

57 Euromonitor International: Packaged Food, 2020; APAC not a ‘universal market’: Asia’s multifaceted taste and 
texture  preferences  for  chocolate,  https://www.confectionerynews.com/Article/2016/09/19/What-are-Asian-
consumers-looking-for-in-chocolate-Kadence-research; Marketing of the functional candy toward Thailand’s aging 
population, http://ethesisarchive.library.tu.ac.th/thesis/2015/TU_2015_5702040196_3479_2381.pdf 

  
 
 
 
 
 
                                                            
 
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confectionery launched creative combinations such as Heartbeat Sour Lemon Lime Salt, Halls XS Colour, 
and Halls Blue Soda. Children are particularly attracted to new flavours mainly towards sour varieties such 
as Skittles Sour and Mentos Sour Mix. To keep the younger generations interested companies moreover 
increasingly put their efforts into their social media presence, which seems to be successful. Even though 
the gifting culture is less dominant in the sugar confectionery category attractive packaging during festive 
seasons can still boost demand.58  

Chocolate and sugar confectionery on retailers’ shelves in Thailand 
In general, locally produced chocolates are priced around THB 10-35 (EUR 0.30-0.95) per unit, whereas 
many imported chocolates which are positioned as “affordable luxury” and are priced around THB 30-
45 (EUR 0.80-1.25) per chocolate piece. Thus, imported goods are mainly positioned at eye-sight of 
consumers, whereas cheaper local products often are placed on lower or higher shelves.  

Most confectionery is sold in flexible paper or plastic. In order to distinguish high-quality goods from 
the mass-produced variants, manufacturers are focussing on packaging designs to attract consumers. 
This is more common among products such as seasonal chocolate or confectionery. These products 
usually have a mid to premium position. Imported chocolate tablets from the EU are usually wrapped 
in paper and have a nice catchy design. Within sugar confectionery, packaging developments are likely 
to move towards sleeker designs, iconic shapes and better re-sealability as visualised in the pictures 
below. They need to be designed to be used on the go without the risk of damage. 

58 Euromonitor International: Packaged Food, 2020 

  
 
 
 
 
                                                            
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Imported chocolates are commonly used for 
gifting  purposes,  especially  during  festivals 
such  as  Valentines,  Mooncake  festival, 
Christmas  and  New  Year  are  expected  to 
have  premium  and  luxurious  packaging, 
which is why they are mainly sold in folding 
cartons.  Personalised  boxes  and  wrappers 
are also popular, created with the design of 
customer  choice.  Such  gifts  are  commonly 
used  for  corporate  events  or  as  welcome 
gifts. 

Manufacturers  use  larger  pack  sizes  with 
small 
individually-wrapped  confectionery 
items  to  cater  to  mindful  indulgences  as 
shown  in  the  picture  below.  The  most 
common promotions for new products are free tasting samples. Other offers include discounts of 10-
20%, bundled free toys or “buy one get one free” (BOGOF). 

  
 
 
 
 
 
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Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.7.3  Offer 

5.7.3.1  Domestic production 

Cocoa has a comparatively short history in Thailand, which is why the chocolate culture is dominated by 
several international big companies. Besides the general popularity of international companies’ consumer 
also value usually cheaper Thai brands such as Jinny, Bon o Bon or Beng, which together accounted for 
more than 6% of the total value in 2019. These local brands struggled to establish their reputation and 
thus, are consumed mainly by low-income segments. However, the artisanal bean to bar chocolate market 
is getting more popular in Thailand. Local craftspeople which are mainly situated around Chiang Mai and 
Bangkok, two cities close to areas with local cocoa plantations. Value-added brands are on the rise and 
events like the weekly chocolate buffet in Bangkok are boosting the business. In Chiang Mai bean to bar 
brands and companies such as Siamaya, Mark Rin, Clean Chocolate and Aimmika can be found there and 
others such as Kad Kokoa, Paradai, Shabae Chocolate and Xaconat in Bangkok.59 

59Thailand’s  Homegrown  Craft  Chocolate  Culture,  https://damecacao.com/thailand-chocolate-culture/;  Cocoa 
Through  the  Lens:  A  Chocolate  Revolution  in  Thailand,  https://www.worldcocoafoundation.org/blog/cocoa-
through-the-lens-a-chocolate-revolution-in-thailand/ 

  
 
 
 
 
 
                                                            
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The sugar confectionery market is dominated by international companies such as Mondelez International 
(Thailand) Co Ltd, Perfetti van Melle Group, and Mars Thailand Inc (in that order). Each of these roughly 
accounts for between 10% and 20% of the market, and they are producing in the country. Mondelez’s 
dominance  is  driven  by  the  established  presence  of  its  Halls  and  Clorets  brands.    Mondelez  has  two 
manufacturing sites in Thailand- one in the Lad Krabang Industrial Estate and the other in Khon Kaen. The 
manufacturing plant in Lad Krabang produces candy (Clorets and Halls) for both local market distribution 
and export. The factories produce gum and sugar confectionery to export to 10 countries.   Of the top 5 
brands, only VS Foods Marketing is a Thai company with its Jele brand.  The VS Foods Marketing Co Ltd.’s 
Jele brand is growing faster than ever and in total has four production facilities in Thailand.  

5.7.3.2  Imports and exports 

Figure  5-33  shows  the  trade  balance  graphs  of  chocolate  confectionery  and  sugar  confectionery  in 
Thailand. The country is very clearly a net importer of chocolate confectionery. In 2019 Thailand imported 
more than double as much as it exported with an approximate value of EUR 132m, while its exports were 
around EUR 63m. In 2015 Thailand imported chocolate confectionery with a value of circa EUR 119m, 
which means the market size grew about 11% between 2015 and 2019. Thailand’s exports of chocolate 
confectionery grew from around EUR 27m in 2015 to about EUR 63m in 2019. Thus, the market value 
increased by about 57% between 2015 and 2019.  

On the other hand, Thailand is a net exporter of sugar confectionery as shown in the same Figure (Figure 
5-33). In 2019 Thailand exported about 40% more than it imported with an approximate value of about 
EUR 171m, while it imported close to EUR 97m. In 2015 Thailand exported sugar confectionery with a 
value of close to EUR 131m, which means the market size grew about 23% between 2015 and 2019. The 
imports of sugar confectionery rose from about EUR 67m in 2015 to up to EUR 97m in 2019, which means 
the import market value rose by circa 31%. The growth rate of the value of imports is thus stronger than 
the  one  of  exports,  however,  this  does  not  change  the  fact  that  Thailand  is  a  net  exporter  of  sugar 
confectionery. Furthermore, the import market in general grew at a steady pace of between EUR 3m and 
EUR 8m each year between 2015 and 2019.  

  
 
 
 
 
 
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Figure 5-33: Trade balance (imports and exports) of confectionery in Thailand, 2015-19; EUR 000 

Chocolate confectionery 

150 000

100 000

50 000

 0

-50 000

-100 000

)
e
v
i
t
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=
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p
x
e
;
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i
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=
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m

I
(

0
0
0
r
u
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e
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a
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l

0
0
0
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=
r
e
t
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;
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v
i
t
i
s
o
p

150 000

100 000

50 000

 0

-50 000

-100 000

-150 000

-200 000

2015

2016

2017

2018

2019

Imports

Exports

Sugar confectionery 

2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1806 and 1704. 

Figure 5-34 shows the imports of chocolate and sugar confectionery to Thailand by country. Out of the 
first  ten  strongest  chocolate  confectionery  exporting  countries,  three  are  from  the  EU.  However,  the 
strongest three countries are Malaysia with EUR 21m exports of chocolate confectionery to Thailand in 
2019,  followed  by  the  USA  with  about  EUR  19m  and  China  with  about  EUR  14m.  Thus,  those  three 
countries alone accounted for about 41% of the whole value of chocolate confectionery imports. The EU 
country with the biggest market value of exports was Italy with circa EUR 10m in 2019. The rest of the EU 
exported  chocolate  confectionery  worth  of  approximately  up  to  EUR  27m.  All  EU  countries  together 

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
163 | Page  

Thailand - Market Entry Handbook  

accounted for circa 28% of the total market value, which is way lower than the share of the market value 
of only the first three strongest countries Malaysia, the USA and China. The graph moreover shows that 
especially Malaysia’s and the USA’s export values nearly doubled between 2015 and 2019 whereas China’s 
declined about 1/4th within the same period of time. Italy’s export value on the other hand stayed more 
or less stable.  

Moreover, Figure 5-34 depicts the imports of sugar confectionery. In 2019 no EU country was part of the 
top  10  list  of  origins  of  imports  in  this  category.  The  three  biggest  origins  of  Thai  imports  are  China, 
Indonesia and Vietnam. China was far ahead of the other two with a value of circa EUR 37m of sugar 
confectionery exports to Thailand in 2019, which is nearly double as much as Indonesia with about EUR 
20m and Vietnam with close to EUR 14m. Those three countries together accounted for about 68% of the 
total market value of sugar confectionery imports, whereas the whole exports from the European Union 
in 2019 accounted for about 8% (EUR 7.7m) of the total import value of sugar confectionery. Between 
2015 and 2019 the value of sugar confectionery exports from China grew by nearly 70%. This big leap 
forward is easy to see in the figure. Moreover, the value of exports from Indonesia grew by approximately 
25%, whereas the value exported from Vietnam stayed at the same level. 

  
 
 
 
 
164 | Page  

Thailand - Market Entry Handbook  

Figure 5-34: Thai imports of confectionery by country, 2015-19; EUR 000 

Chocolate confectionery 

140 000

120 000

100 000

80 000

60 000

40 000

20 000

0
0
0
R
U
E
e
u
a
V

l

 0

2015

120 000

100 000

0
0
0
R
U
E
e
u
a
V

l

80 000

60 000

40 000

20 000

2016

2017

2018

2019

Malaysia

China

United States of America

Italy

Rest of the EU

Rest of the world

Sugar confectionery 

 0

2015

2016

2017

2018

2019

China

Indonesia

Viet Nam

EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1806 and 1704. 

Figure 5-35 shows the per-unit value of chocolate confectionery and sugar confectionery of certain EU 
exporting countries in comparison to the world’s average. The world’s average per unit value of chocolate 
confectionery stayed more or less stable between 2015 and 2019 at between EUR 5 600 and EUR 6 000 
per tonne. The figure shows moreover very clearly that the unit value of chocolate coming from Italy is 
more than double the world’s average, which suggests that Thai  consumers see Italian  chocolate as a 
high-quality product, which is worth spending the higher price on. On the other hand, this also suggests 

  
 
 
 
 
 
 
 
 
 
 
 
165 | Page  

Thailand - Market Entry Handbook  

that the volumes exported are more limited. The unit value of chocolate coming from France on the other 
hand was going down between 2015 and 2019 from EUR 9 400, which was above the world’s average, 
down to EUR 5 300, which is slightly below the world’s average. The unit value of the two big exporters 
Malaysia and China is also below the world’s average which again suggests that those countries export a 
lot quantity-wise, whereas the unit value of chocolate from the USA is close to the Italian one and thus 
high compared to the average.  

In 2019 the  world’s average sugar confectionery price of exports to  Thailand  was about  EUR 3 200 as 
shown in Figure 5-35. The unit values of the two biggest EU exporters Germany and Belgium were above 
this  average  at  circa  EUR  4  700  for  German  products  and  EUR  9  000  for  Belgian  sugar  confectionery 
products. The world’s average unit value per tonne was more or less stable between 2015 and 2019 but 
sank about EUR 200 between 2018 and 2019. In general, the unit values from EU sugar confectionery 
products are higher than the ones of the three biggest exporters China, Indonesia and Vietnam, which are 
closer to the unit value of the world’s average. This suggests that these countries have to export higher 
quantities of sugar confectionery to achieve their high export values to Thailand.  

  
 
 
 
  
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Thailand - Market Entry Handbook  

Figure 5-35: Per unit value of Thai imports of confectionery for selected countries, 2015-19 (EUR per tonne) 

Chocolate confectionery 

e
n
n
o
T
r
e
P
R
U
E
e
u
a
V

l

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

 0

e
n
n
o
T
r
e
p
R
U
E
e
u
a
V

l

9 000

8 000

7 000

6 000

5 000

4 000

3 000

2 000

1 000

 0

2015

2016

2017

2018

2019

World

Italy

France

Sugar confectionery 

2015

2016

2017

2018

2019

World

Germany

Belgium

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1806 and 1704. 

5.7.3.3  EU GI products 

There are no EU GIs listed for chocolate or sugar confectionery in Thailand.  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
167 | Page  

5.7.3.4  Main competitors 

Thailand - Market Entry Handbook  

Due to the fact that Thailand is a net-importer of chocolate confectionery, the main competitors are other 
exporting nations such as Malaysia and China. Other Asian countries often are able to sell their chocolate 
at cheaper prices, which makes them strong competitors. 

In  general,  the  EU  is  not  big  in  exporting  confectionery  to  Thailand.  Sugar  confectionery  exports  only 
accounted  for  8%  (EUR  7.7m)  and  EU  chocolate  confectionery  exports  for  around  28%  (EUR  36m)  of 
market value. The biggest competitor for sugar confectionery is local production, which enables Thailand 
to even be a net-exporter of sugar confectionery. Most notably, multinational company Mondelez has a 
regional production hub in Thailand from which confectionery is sent 10 different countries. 

5.7.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry for chocolate and sugar confectionery can be found in 
section 4.2. EU chocolate confectionery products face MFN tariffs of 10 %. Sugar confectionery products 
face MFN tariffs of 20%. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
Sugar confectionery: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1704  
Chocolate confectionery 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1806  

Customs procedures  
A list of standard documents required for the import of chocolate and sugar confectionery into Thailand 
is  presented  in  Table  4-1  and  Table  4-2  in  section  4.2.1.  Notably  this  includes  an  import  licence  for 
foodstuffs; and in the case of chocolate confectionery, as it is normally considered a “standardised”, a 
GMP certificate in Thai or English. While sugar  confectionery is  generally  considered “other food with 
standardised labelling”, a GMP certificate is not normally necessary but nonetheless it may be prudent to 
include it if available. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
Sugar confectionery: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1704&countryid=TH 
Chocolate confectionery 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1806&countryid=TH  

  
 
 
 
 
 
 
 
 
168 | Page  

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SPS measures, standards 
Chocolate confectionery is a standardised food, and so there is specific legislation covering microbiological 
and  general  contamination.  However,  given  this  was  mainly  introduced  to  standardise  informal 
production  inside  Thailand,  it  is  unlikely  to  pose  a  challenge  for  goods  imported  from  the  EU;  and  no 
historical cases of problems with it have been identified for EU exporter. Sugar confectionery and gum is  
generally considered “other food with standardised labelling”, and hence there is not the same specific 
legislation. 

It is worth remembering that Thailand has implemented a ban on trans fats (see section 4.2.2). 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1704&countryid=TH#h20  

Labelling  
Both  sugar  and  chocolate  confectionery  labelling  have  to  follow  general  label  requirements  set  out  in 
section 4.2.3.  

5.7.5  Distribution  

Figure 5-36 shows that most of chocolate confectionery is distributed in store-based retailing with 99%. 
Thus, having had a positive growth rate of 0.6% internet retailing makes up about 1% in total. Nearly all 
store-based retailing is done through grocery retailers and only a little bit over 1% is through non-grocery 
retailers  such  as  health  and  beauty  specialists  or  other  foods  non-grocery  specialists.  Nearly  4/5th  of 
chocolate confectionery products get distributed through modern grocery retailers such as convenience 
stores,  forecourt  retailers,  hypermarkets  and  supermarkets,  whereas  the  remaining  1/5th  is  being 
distributed through traditional grocery retailers. In 2019 consumers tend to visit modern grocery retailers 
more often, which made this channel of distribution grow by 0.7%, while the traditional grocery retail 
channel lost about 1.3% in the same year. The most used outlet in 2019 were convenience stores, which 
distributed approximately 33% of chocolate confectionery products in Thailand.  

  
 
 
 
 
 
 
 
 
169 | Page  

Thailand - Market Entry Handbook  

Figure 5-36: Distribution channel overview of chocolate confectionery in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

Figure 5-37 depicts the distribution channels of sugar confectionery in Thailand, with the most prominent 
being slightly different than the ones for chocolate confectionery. The non-store internet retailing of sugar 
confectionery makes up 1.6% of the retail sector. Most products are sold in grocery retailers. Modern 
grocery retailers accounted for close to 64% of the retail value in 2019 and traditional grocery retailers 
for about 34%. The three most prominent outlets were hypermarkets, independent small grocery and 
convenience stores. Together those three accounted for nearly 74% of the total retail value. 

  
 
 
 
 
 
170 | Page  

Thailand - Market Entry Handbook  

Figure 5-37: Distribution channel overview of sugar confectionery in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.7.6  Challenges for EU products 

Challenges for EU products to enter the confectionery market in Thailand are high. The EU does not export 
a lot of chocolate or sugar confectionery to Thailand compared to other countries. In particular, products 
from other Asian countries seem to be popular due to several reasons. One reason for their popularity 
are their cheaper prices. For sugar confectionery, domestic production is high. Moreover, the market is 
dominated by big international companies such as Nestlé, Mars or Mondelez which are by far consumers 
favourites. In addition, it is not easy to reach half of the Thai population because many people live in rural 
areas and do not necessarily have access to exported chocolate and sugar confectionery products.  

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Market Takeaway: Chocolate and confectionery 

Consumption: Both sectors, for chocolate and sugar confectionery, are forecast to grow in value as well as in volume 
terms, with high forecasted CAGRs for both. Medicated confectionery is very popular. 
Competition: Competition is high. The market is dominated by international companies producing locally as well as 
bigger local producers. High-quality artisanal chocolate manufacturers grow in numbers as well. 
Distribution: Store based in modern grocery retailers mainly in convenience stores for chocolate confectionery and in 
hypermarkets and independent small grocers, which is a traditional grocery outlet for sugar confectionery.  
Challenges:  It  is  not  easy  to  compete  with  big  international  players  and  the  many  other  countries  which  export 
chocolate and sugar confectionery at comparatively low prices. 
Opportunities: The premiumisation trend in chocolate confectionery is a good opportunity. The health trend is an 
opportunity for chocolate and sugar confectionery. Moreover, there are some opportunities for innovative products 
with interesting flavours. 

  
 
 
 
 
 
172 | Page  

5.8  Beer 

5.8.1  SWOT analysis 

Thailand - Market Entry Handbook  

STRENGTHS (+) 

WEAKNESSES (-) 

 

 

 

Thailand’s  domestic  market  is  dominated  by  two 
domestic  companies,  Boon  Rawd  and  Thai 
Beverage. 
Excise  taxes  make  EU  products  more  expensive 
than domestic products. 

THREATS (-) 

The Thai government has implemented regulations 
with  specifically  aim  to  curb  beer  alcohol 
consumption. 

  Vietnam is increasing its beer production and is the 

 

largest exporter of beer to Thailand. 
Labelling laws can be difficult to interoperate and 
comply with for EU producers. 

 

Thai  consumers  are  amongst 
the  highest 
consumers of beer in the south east Asian region. 
  Rising incomes in the country allow for consumers 
to purchase imported beers with interest driven by 
curiosity. 
Thailand welcomes a large number of tourists from 
Europe each year. 

 

OPPORTUNITIES (+) 

 

Thai  consumers  are 
increasingly  demanding 
healthier  beer  options  such  as  alcohol  free-
alternatives and organic beer, neither of which is 
largely produced in Thailand. 

  Non-lager  beers  have  yet  to  penetrate  the  Thai 
market  with  EU  producers  of  stout  and  even 
potentially cider entering an untouched market. 
Thai consumers are very brand conscious and Thai 
consumers who become accustomed to EU beers 
will  likely  continue  to  purchase  them  to  some 
extent regardless of price. 

 

5.8.2  Consumption  

5.8.2.1  Evolution of consumption 

As shown in Figure 5-38, lager is by far the largest consumed beer in the country with a total value of EUR 
6.9 billion and is expected to grow at a CAGR of 6% for the forecasted period up until 2023. Thais are 
heavy drinkers of beer however the product is the second largest alcoholic product consumed in Thailand 
in pure alcohol terms, accounting for just under 30% of consumption, a long way behind spirits which 
account for all but a fraction of the rest. Thailand however is one of the largest consumers of beer per 
capita in the south east Asian region with consumers consuming on average 27 litres of beer per year. 
Non- Alcoholic beers are growing in popularity but have yet to penetrate the market at a significant scale.  

  
 
 
 
173 | Page  

Thailand - Market Entry Handbook  

Figure 5-38 the beer market in Thailand (value, EUR million); 2013-2023 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
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r
o
F

7.0

6.0

5.0

4.0

3.0

2.0

1.0

0.0

Lager
6 897.2

-2.0

0.0

-1.0

2.0

4.0

6.0

8.0

10.0

Historic CAGR % 2013/18

Source: Euromonitor International: Alcoholic Drinks, 2020. 

5.8.2.2  Consumer profile and purchase criteria 

Consumers 

•  Domestic beer is popular with the locals. Thailand is a large producer of beer which translates to 
local  beer  being  prevalent  in  retailers  and  foodservice  operatives.  The  largest  three  brands  in 
Thailand are Singha, Leo and Chang which all enjoy a local following amongst Thai consumers for 
their taste and price. These beers are almost marketed very well to Thai consumers with Singha 
deriving its name from the Sanskrit word for Lion, and is a the name of a mystical beast in the 
Hindu religion, Chang is the Thai word for elephant which as previously mentioned in 3.3.2.4 is a 
national  symbol  in  the  country.  Finally,  Leo  has  a  Thai  tiger  as  its  logo.  Thai  consumers  of  all 
incomes will purchase domestic beer and the beer produced in Thailand is generally perceived to 
be  of  a  good  quality  by  local  consumers.  Other  domestic  beers  with  a  significant  following  in 
Thailand include Phuket Island, Tiger and Archa. In terms of volume within lager, which comprises 
over  99%  of  total  beer  sales,  2.0  billion  litres  of  lager  consumed  are  from  domestic  brands 
compared  to  just  3.3  million  litres  of  imported  brands.  Therefore,  the  vast  majority  of  beer 
consumption in Thailand stems from local production. 

•  Demand for alcohol free variants are increasing. Despite not impacting the market significantly 
yet,  consumers  are  increasingly  seeking  out  alcohol  free  variants  of  their  favourite  beers  as  a 
result of a mix of increased government advocacy against alcohol consumption and the rise in 
health consciousness among consumers. Demand for alcohol free beers is expected to grow in 
Thailand. Brands like Bavaria and Heineken have recently introduced alcohol free variants of their 
products  to  the  Thai  market  to  address  demand  by  consumers  and  it  is  expected  many  other 
producers will follow suit.  

•  Premium beer is growing in popularity. The demand for premium beer is growing in Thailand due 
to  combination  of  factors  which  include  a  rising  urbanising  population  with  higher  purchasing 
power  and  consumers  increasingly  paying  more  attention  to  quality  over  quantity.  Commonly 

  
 
 
 
 
 
 
 
 
174 | Page  

Thailand - Market Entry Handbook  

now a set of Thai consumers will pay particular attention to both the flavours of the beer they are 
thinking of purchasing and the alcohol level of the beer which is an increasingly important metric 
in the decision making process for Thai beer consumers.  

Drivers and method of consumption 
Key drivers are: 

•  The influence of climate. Thailand is a tropical country and extremely humid which corresponds 
to the demand for cold beverages in the country. As a result, it is not uncommon for ice to be 
served in beers purchased in bars and restaurants, regardless of whether it was requested or not. 
The  climate  makes  an  ideal  environment  to  drink  cold  beers  and  helps  to  spur  growth  in  this 
sector.  

•  Thais increasingly enjoy beer consumption to interact and relax. While beer is not consumed to 
the same level as spirits, it is however increasingly common for Thais to enjoy a beer with their 
meals. Sharing is a key trait to the drinking culture of Thailand, and it is uncommon to find a Thai 
consumer drinking beer alone as the product has largely been associated with gatherings such as 
work events or meals. Like many events, keeping face during drinking beer is important and it will 
be very uncommon for Thais to drink an amount that causes them to act inappropriately; drunken 
behaviour is largely shunned in Thailand.  

•  The influx of tourism. Tourist have been flocking to Thailand for decades with a total of 38 million 
people  travelling  to  Thailand  in  2018.  This  compound  the  consumption  of  both  local  and 
international beers. Tourist hotspots such as Pattaya and Phuket have marketed themselves as 
party  hotspots  which  corresponds  to  the  consumption  of  alcohol  being  associated  with  these 
cities. As there are many tourists from the west arriving in Thailand it is common for many cultural 
centric bars to exist such as British, Irish and Spanish bars which will typically stock up on beers 
from these countries. 

Purchase criteria 
Locals make little distinction between domestic and imported beers in relation to their premium product 
perception and as a result imported beers do not have the luxury of automatically leveraging themselves 
as  a  premium  brand.  The  production  of  high-quality  beer  already  in  Thailand  makes  this  even  more 
difficult  to  do.  Excises  taxes  on  imported  beers  also  drives  up  the  costs  of  them  which  makes  the 
consumption of imported beers almost exclusive to tourist or Thais with an acquired taste for them, given 
that Thai consumers pay attention to the value for money they receive. Economy beers, the most popular 
given the price-quality rapport that Thai consumers focus on, are dominated by domestic beers with Leo 
and Chang largely meeting the demand for economy beer in the country.60  

Beer on retailers’ shelves in Thailand 
Imported  beer  tends  to  be  premium  in  Thailand  with  prices  varying  depending  on  location  and  the 
influx of tourism into the region, typically however across Thailand imported beer will cost in the range 

Euromonitor 

60 
2020; 
https://www.flandersinvestmentandtrade.com/export/sites/trade/files/market_studies/Studie%20Beer%20Marke
t%20in%20Thailand.pdf  

International: 

Alcoholic 

Drinks, 

  
 
 
 
 
 
                                                            
175 | Page  

Thailand - Market Entry Handbook  

of  THB  100  to  200  (EUR  2.70  to  5.40)  for  330  or  500ml  As  shown  in  the  images  below,  brands  like 
Heineken are popular in retailers and the non-alcohol variation is presented beside standard Heineken. 
Bottled Belgian beer is also popular and feature prominently  amongst other international brands from 
both the EU and further afield.  

Beer cans come in a variety of amounts as shown below, with the most common beer coming in a 500ml 
can with other varieties including Heinekens 330ml ,and bottles which are also generally around 330ml, 
much like in Europe. Packaging of beer will typically entail a country of origin on European products 
with connotations such as “German malt” and “Royal Dutch beer” typically being shown along with the 
brand of beer itself along with a variation of some national insignia such as a royal crown. In regard to 

  
 
 
 
176 | Page  

Thailand - Market Entry Handbook  

bulk buying beer, they are typically sold in packs of 6 with packs of 12 and 24 also being available for 
imported beers. Imported beers are typically sold in the same variety and manner as in Europe which 
has been adopted by domestic beers which leads to ease of purchasing for Thai consumers. 

Pictures: © Agra CEAS / Euromonitor International, 2020. 

5.8.2.3  Recent market trends 

As  stated  previously  the  government  has  been  gradually  implementing  new  measures  to  curb  the 
consumption of beer in Thailand. New taxes and the restriction of sales to certain times of the day have 
had an impact which explains why the Thai beer market had a negative growth rate in 2018. As these 
measures begin to become widely accepted and Thais adjust the consumption and shopping habits to 
become  accustomed  to  the  new  measures,  it  is  expected  that  beer  sales  in  Thailand  will  grow  in  the 
country going forwards. The tourist sector and a rising urban population will help to compound the growth 
of beer sales in the country. Lager will remain the most popular by a large margin with health-conscious 
beers such as organic or alcohol free alternatives expected to capture a segment of the market in the 
future. With regards to the latter, while alcohol free very much remains a niche, it is a growing one as 
witnessed  by  the  multiple  foreign  based  producers  moving  into  the  niche  of  late,  and  the  increasing 
availability of alcohol free beer in supermarkets. 

  
 
 
 
 
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Thailand - Market Entry Handbook  

Consumers’ demand for new flavours and varieties different from a standard lager is increasing, and the 
local craft beer industry is a result of this. The craft beer category is also benefiting from rising purchasing 
power and the preference for premium products, especially among the urban youth who are eager to try 
out novel flavours. As a result of this, there has been the emergence of craft beer bars in Thailand, which 
offer  a  variety  of  both  local  and  foreign  craft  beers.  Imported  beers  have  increasingly  targeted 
supermarkets  of  late  in  an  attempt  to  take  advantage  of  two  trends:  (1)  the  consumer  demand  for 
different flavours and (2) the increase in popularity of home drinking. 

5.8.3  Offer 

5.8.3.1  Domestic production 

The domestic production of beer in Thailand is dominated by two large companies, Boon Rawd brewery 
and  Thai  Beverage.  The  two  companies  are  responsible  for  the  most  popular  Thai  beers  with  Thai 
beverage producing Chang beer and Boon Rawd producing Leo. Together both these companies account 
for 93% of the Thai beer market. The only other notable company is Thai Asia pacific brewery which has 
a 5% share of the market and is mostly known for producing San Miguel Thailand. Craft beer had been 
growing in Thailand, however new measures from the government which saw the introduction of a law 
which stated only brewers producing 100 000 litres of beer combined with a paid-up capital of THB 10 
Million (EUR2.7 Million) can obtain a brewing license. As a result, many smaller craft beer brewers have 
been snapped up by larger players in the Thai market.60  

Domestic crafter beers occupy less than 1% of the market, with around 50-60 main brands. Despite this, 
consumers’ demand for craft beers continues to grow as they seek newer flavours and varieties different 
from a standard lager; and craft beer production is expected to increase in line with this.   

5.8.3.2  Imports and exports 

As observed in Figure 5-39 Thailand overwhelmingly exports more beer then it imports, though the gap 
between exports and imports reduced somewhat over the period 2015-19 . This is a combination of the 
factors stated in 5.8.2.2 and the popularity of Chang, Singha and Leo in countries outside of Thailand.  

  
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-39: Trade balance (imports and exports) of beer in Thailand, 2015-19; EUR 000 

2014

2015

2016

2017

2018

R
U
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0
0
0
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t
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=
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(

50 000

 0

-50 000

-100 000

-150 000

-200 000

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2203. 

Exports

Imports

Thailand imports its beer from a variety of different markets which is reflective of the demands from the 
many tourists that enter the country and growing curiosity amongst Thai consumers. As observed in Figure 
5-40 Vietnam is the largest exporter of beer to the country with a total value of EUR 4.2 Million. Belgium 
is the second largest with a total value of EUR 3.3 Million followed by Mexico with a total value of EUR 1.4 
million. 

  
 
 
 
 
 
 
 
 
 
 
 
 
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Figure 5-40: Thai imports of beer by country, 2015-19; EUR 000 

R
U
E
0
0
0
e
u
a
V

l

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

 0

2014

2015

2016

2017

2018

Viet Nam

Belgium Mexico

Germany

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2203. 

As  shown  below  in  Figure  5-41  the  unit  value  of  beer  from  both  Belgium  is  high,  while  Germany’s  is 
somewhat lower. The introduction of new taxes potentially explains the bump from 2017.  

  
 
 
 
 
 
 
 
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Figure 5-41: Per unit value of Thai imports of beer for selected EU countries, 2015-19 (EUR per m3) 

3
m

r
e
p
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e
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l

1 600

1 400

1 200

1 000

 800

 600

 400

 200

 0

2015

2016

2017

2018

2019

World (imports)

Thai exports

Belgium

Germany

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2203. 

5.8.3.3  EU GI products 

No EU beers are registered as GIs in Thailand. 

5.8.3.4  Main competitors 

The main competition for EU producers comes from the already well established and dominant domestic 
players in the Thai market. Two companies Boon Rawd brewery and Thai Beverage hold 93% of the market 
share in the country and have well established supply links with Thai retailers and food sellers. Imported 
beers also lack the distinction of a premium product over domestic ones which is often afforded to them 
in  different  markets  but  not  in  Thailand  which  produces  its  own  beer  that  is  classified  and  roundly 
perceived by consumers as premium. Vietnam provides limited competition for EU producers as they are 
the biggest exporter of beer to the country but it is important to note that despite being the biggest beer 
exporter to the country, the total value of Vietnamese beer exports to Thailand is just EUR 4.2 Million.  

5.8.4  Specific market entry requirements 

Market entry and access 
All general rules about market access and entry of beer can be found in section 4.2. Most notably, an 
import permit for alcoholic beverages is required; and in order to obtain this, there is a requirement to 
secure  a  certificate  of  analysis  (COA).  This  COA  requirement  remains  contentious,  however  (see  also 
section 4.3.4); and in view of this contention, its full implementation has been postponed several times, 
with the option to perform the necessary analysis in the 30 days after import offered in the interim. In 
view of ongoing discussions around the COA requirement, if working with a local importer or partners, it 

  
 
 
 
 
 
 
 
 
 
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is recommended that they be consulted for the latest status with the COA requirement prior to sending 
any shipments. 

EU beers entering Thailand face MFN tariffs of 60%. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=2203  

Customs procedures  
A list of standard documents required for the import of beer into Thailand is presented in Table 4-1 and 
Table 4-2 in section 4.2.1.  

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2203&countryid=TH  

SPS measures, standards 
As noted above, the requirement to obtain a certificate of analysis prior to import has been introduced in 
Thailand. Quality standards were also introduced in June 2019. An unofficial translation of the notification 
introducing these can be found at the following link: 
https://members.wto.org/crnattachments/2019/TBT/THA/19_3488_00_e.pdf  

It includes maximum levels for chemical attributes (ethyl carbamate and methyl alcohol); food additives 
(sulphur  dioxide);  and  contaminants  (arsenic,  lead,  copper  and  ferrous  contaminants).  It  is  strongly 
recommended that the notification be consulted for full details on the maximum levels and necessary test 
methods. 

As noted in section 4.3.4, the COA requirement and quality standards have been the subject of dispute as  
they are not considered to align with international or European alcohol standards. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2203&countryid=TH#h20  

Labelling  
As noted in section 4.2.3, beer in Thailand need to bear the following information on the label: 

•  product name 
• 
the alcoholic percentage 
• 
size of the bottle / container 
•  name / address of the importer 
•  name / address of the manufacturer 

  
 
 
 
 
 
 
 
 
 
 
 
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•  a government approved and distinguishable warning message.  

It should also be noted that labelling requirements for alcoholic beverages were also updated through the 
Notification of Alcoholic Beverages Control Re: Rules, Procedures and Conditions for Labels of Alcoholic 
Beverages (2015). However, this legislation has been the subject of some contention, as noted in section 
4.3.4. Key issues perceived with this legislation are: 

• 
• 

• 

the lack of clarity relating to the messages permitted or prohibited on the label 
the  effective  prohibition  of  the  use  of  cartoon  images,  quality  or  certain  statements  such  as 
“premium” 
the  potential  for  different  interpretations  of  the  above  points  and  other  elements  of  the 
legislation. 

In  view  of  the  uncertainty  and  ongoing  discussions  around  the  situation  with  alcohol  labelling  laws,  if 
working with a local importer or agent it is recommend that they be contacted for the latest status and 
local interpretation. 

Finally, as explored in section 4.2.3 it is worth remembering: 

•  There are considerable restrictions on the advertising of alcoholic beverages 
•  There have been discussions on graphic warning labels on alcoholic beverages, though legislation 

for this has not yet materialised. 

Up to date information on appropriate documents concerning labelling measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2203&countryid=TH#kap92  

5.8.5  Distribution  

Off-trade distribution is the largest form of beer distribution by volume in Thailand at 67%. As illustrated 
in Figure 5-42, all beer purchased from the off-trade distribution channel come from grocery retailers, 
with small grocery retailers being the largest distributor at 35% of sales. Supermarkets and hypermarkets 
are a growing channel for beer distribution with hypermarkets accounting for roughly 30% of sales and 
supermarkets at 23%. Convenience stores which are growing in Thailand is a growing distribution channel 
with retailers such as 7/11 with manufacturers looking to these outlets to achieve stronger consumer 
awareness of their brands. On-trade sales account for 33% of beer sales in Thailand with the many 
bars  and  restaurants  in  both  urban  centres  and  touristic  hotspots  compounding  the  sale  of  beers 
through this distribution channel.  

  
 
 
 
 
 
 
 
 
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Figure 5-42: Distribution channel overview of beer in Thailand (2018); off-trade volume 

Source: Euromonitor International: Alcoholic Drinks, 2020. 

5.8.6  Challenges for EU products 

Several  challenges  exist  for  EU  producers  seeking  to  enter  the  Thai  market,  though  the  biggest  one  is 
probably the massive, high quality domestic production of beer. Indeed, as a general rule Thai consumers 
do  not  consider  imported  beer  to  be  superior  to  quality  domestic  production;  causing  challenges  for 
imported  beers  to  differentiate  themselves  given  their  normally  higher  price  tag.  Vague  and  unclear 
labelling  laws  make  it  difficult  for  EU  producers  to  comply  with  Thai  regulations.  Thai  consumers  are 
increasingly demanding health conscious products such as organic beers and non-alcoholic alternatives 
with present small windows of opportunity for EU producers to enter the Thai market.  

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Market Takeaway: Beer 

Consumption:  the  second  most  consumed  alcoholic  beverage  in  Thailand.  Consumed  across  Thailand  with  urban 
centres and touristic hotspots being notable areas of consumption. 
Competition: Large domestic production of high-quality beers in Thailand with two companies Boon Rawd and Thai 
beverage capturing 93% of the market share in the country.  
Distribution:  Distributed  through  grocery  retailers  in  the  country  which  account  for  66%  of  beer  sales.  The  large 
number of touristic hotspots and rising urban centres has allowed on-trade sales through bars and restaurants to 
reach 33% of the distribution of beer in Thailand.  
Challenges: Unclear labelling laws make it difficult for EU producers to comply with Thai regulations; this combined 
with  excise  taxes  on  imported  products  and  massive  domestic  production  make  entering  the  Thai  beer  market 
challenging.  
Opportunities: The rise of a health conscious population which is demanding healthier beer options such as organic 
or alcohol free beers present a window of opportunity for EU producers as these products aren’t products on a large 
scale in Thailand.  

  
 
 
 
 
 
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5.9  Pet food 

5.9.1  SWOT 

Thailand - Market Entry Handbook  

STRENGTHS (+) 
Pet ownership is growing quickly in Thailand. 
Social  media  is  growing  in  Thailand  and  posting 
content in relation to pets is popular, and increases 
ownership. 

WEAKNESSES (-) 
  Domestic  production  is  very  high  and  producers 
can meet economy pet food demands, plus export 
huge quantities. 
The legislative framework is opaque and evolving. 

 

THREATS (-) 
  Domestic producers have shifted to the production 
of  premium  pet  foods,  which  were  traditionally 
imported,  eating  into  the  remaining  niche  for 
imported pet food. 

 
 

 

OPPORTUNITIES (+) 

Eccentric  pet  ownership  such  small  reptiles  is 
growing, providing niche opportunities. 

  An  urbanising  environment  is  helping  to  increase 
the rate of pets that adapt to these environments 
such  as  cats,  guinea  pigs  and  small  reptiles;  and 
hence demand for pet food for these.  

5.9.2  Consumption 

5.9.2.1  Evolution of consumption 

As illustrated in Figure 5-43, dog food is by far the largest valued pet food product in  Thailand with  a 
market value of EUR 597 million. Cat food is the second most valued pet food product in the country but 
significantly lags dog food with a market value of EUR 151 million. Fish food have a market value of EUR 
26.5 million, however it is important to note that fish food is typically cheaper than dog and cat food. Bird 
foods had a value of EUR 14.7 Million. As pet ownership is growing in Thailand it is expected that all the 
categories will grow in value up until the forecasted period of 2023. With dog food expected to grow at a 
CAGR of 11.5% and cat food at a CAGR of 8.7% these two products will grow the fastest with fish food 
having a CAGR of 4.6% and bird food a CAGR of just 2.9%. 

  
 
 
 
 
 
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Figure 5-43: Evolution and forecast of the pet food market in Thailand, 2013-2023; retail value EUR million 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Dog Food
597.0

Bird Food
14.7

Fish Food
26.5

Cat Food
151.7

Small Mammal/Reptile 
Food
1.0

-2.0

0.0

-2.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

Historic CAGR % 2013/18

Source: Euromonitor International: Pet Care, 2020. 

5.9.2.2  Consumer profile and purchase criteria 

Consumers 
The consumers purchasing pet food are inevitably determined by the animals owned. Typically, younger 
consumers will be more likely to have pets as the negative connotations that were traditionally attached 
to having pets has little influence on this segment compared to older consumers. 

•  Dogs are the most popular pet, and as a result dog food is the biggest single pet food market 
bought in the Thai market. Dog ownership is compounded by a general acceptance amongst the 
Thai  population  of  pet  dog  ownership.  Traditionally  dogs  were  associated  with  violence  and 
disease (e.g. rabies), however this stigma from consumers has generally faded in recent years.  
•  Cats are the fastest growing pet. While cat ownership lags far behind dog ownership and this is 
unlikely  to  change  in  the  immediate  future,  they  are  the  fastest  growing  pet  with  many  Thais 
appreciating the low maintenance and convenience of cat ownership. Cats require less space and 
are generally able to care for themselves, and these are traits appreciated by Thais, especially in 
tighter urban environments. 

•  Other pets remain largely a niche. Outside of cats and dogs, the ownership of alternative animals 
as pets is small in Thailand. Small reptiles and birds have a small following compounded by social 
media which encourages more eccentric Thais to house these animals as pets. Small gatherings 
of  pet  owners  of  these  animals  do  occur  in  Thailand;  however,  attendees  tend  to  be  few, 
reaffirming the niche nature of these pets .  

Drivers and method of consumption 
The number and nature of pets are key drivers for demand for pet food. More specifically: 

•  General acceptance of pets. Pet ownership was not a common thing in Thailand until recent years 
with many followers of the Buddhist religion refusing to have pets due to the view of the religion 
on animals. Recently, however it has become more acceptable to have pets and it is no longer an 

  
 
 
 
 
 
 
 
 
 
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uncommon occurrence. Furthermore, businesses and organisation will generally accept pets on 
site in their establishments which represents the wider acceptance of pet ownership amongst the 
Thai society. This in turn inevitably drives pet food demand. 

•  A rising urban environment. As the population of Thailand is gradually shifting from its currently 
spilt rural and urban population to an increasingly urban population the appeal of pet ownership 
is rising for animals such as cats and guinea pigs which have lower maintenance for owners and 
generally take up a small amount of space. Fish have also become quite popular in office spaces 
and households as smaller pets accustomed to an urban environment. Furthermore, this drives 
demand for commercially prepared pet food over homemade. 

•  Social  Media  compounds  pet  ownership  growth.  The  role  of  social  media  in  influencing  pet 
ownership is large in Thailand. This is particularly true for cat ownership as many Thais with cats 
will post content in relation to their cats on their social media feeds in a trend that is popular in 
the country. Once again, this trend is a tailwind for commercially prepared pet food. Companies 
have caught on to this trend and it is not uncommon for large pet food produces to advertise their 
products through sponsorship agreements with cat owners that have garnered a large following 
on social media.  

Purchase criteria 
Pet  owners  in  Thailand  will  generally  spend  a  significant  amount  of  their  income  in  the  healthcare, 
wellbeing and general maintenance of their pets. The importance of price as a purchase criterion varies. 
Local  producers  can  usually  produce  and  sell  their  products  on  the  market  and  a  cheaper  price  the 
imported products which gives them a pricing advantage appreciated by many consumers. However it is 
not uncommon for some Thais to spend more on imported product due to a perceived quality advantage 
from them over domestic products. 61 

5.9.2.3  Recent market trends 

As touched on in 5.9.2.2, the role of social media coupled with the gradual acceptance of pet ownership 
in Thailand have been the two defining trends in the pet food sector of the country. Pet animals no longer 
have negative connotations attached to them and pet ownership is generally accepted in the country. 
Social media is helping to drive pet ownership as many Thais will take to social media to upload content 
in  relation  to  their  pets,  as  a  result  a  small  following  surrounding  pet  ownership  has  emerged  in  the 
country. It is expected that, as the population continues to urbanise that pets more accustomed to urban 
environments such as cats, fish, guinea pigs and small reptiles will grow in ownership; however, dogs will 
remain the most popular pet in the country as a whole. 

61  Euromonitor  International:  Pet  Care,  2020;  Ups  and  downs  of  owning  pets  in  Thailand,  Tieland  in  Thailand, 
Available at https://www.tielandtothailand.com/ups-downs-owning-pets-thailand/ 

  
 
 
 
 
 
                                                            
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5.9.3  Offer 

5.9.3.1  Domestic production 

Thailand - Market Entry Handbook  

Thailand is a major producer of pet food, with a large volume being exported and the availability of raw 
materials helping boost production. The list of companies that export pet food from Thailand gives an 
idea  of  the  extent  of  production  (http://en.dld.go.th/index.php/en/imports-exports/list-of-companies-
that-export-petfood). Most of the pet food consumed in Thailand is also produced in the country with 
many companies seizing on the rise of pet ownership early as well as export opportunities. This includes 
multinational companies which produce in Thailand. Mars Thailand has the largest share of the domestic 
dog  food  market  with  over  30%  share,  dwarfing  the  second  largest  dog  food  producer  Nestle  Purina 
Petcare Co which has a ~10% share. The market for cat food is more balance with Mars Thailand retaining 
the largest share in this sector albeit with almost ¼ of the market, just ahead of the second largest cat 
food producer Perfect Companion. Royal canine and Nestle Purina Petcare Co are also large producers in 
Thailand, each with around 15% market share. Economy foods produced in Thailand are reasonably priced 
and provide adequate nutritional value for pets which makes the demand for these products high, which 
in turn compounds production.  

The production of foods for other pets is varied as many producers tend to focus on one animal, notable 
examples including See-all Aquariums which focuses on fish food. Pet food producers in the country are 
increasingly shifting product towards premium pet food varieties with dog treats which were typically 
imported now largely being produced in Thailand as local players understand the value of cheaper product 
costs and prices, they hold over international players in the Thai market, as well as the potential for export 
opportunities.  International  brands  such  Orijen  have  adapted  by  establishing  links  with  official  Thai 
importers to reduce costs, however local players will continue to have an advantage in the Thai market.62  

5.9.3.2  Imports and exports 

Data in this section is specifically for cat and dog food (as previously seen, the vast majority of the pet 
food market in Thailand). This corresponds to HS code 230910. 

As observed in Figure 5-44 Thailand is a massive net exporter of pet food. This is a result of the large level 
of  domestic  production  of  pet  food  in  the  country,  much  of  which  is  specifically  for  export;  with 
multinationals having large production hubs in Thailand (see 5.9.3.1). Over the period 2015-19, exports 
have grown from EUR 870m to over EUR 1.2bn. During the same period, imports have fluctuated around 
the EUR 50m mark. 

62  Euromonitor  International:  Pet  Care,  2020;  Thai  Pet  food  industry  and  pet  nutrition  science;  available  at 
https://www.researchgate.net/publication/309209079_Thai_petfood_industry_and_pet_nutrition_science  

  
 
 
 
 
 
 
 
 
                                                            
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Thailand - Market Entry Handbook  

Figure 5-44: Trade balance (imports and exports) of pet food in Thailand, 2015-19; value 000 EUR 

200 000

 0

-200 000

-400 000

-600 000

-800 000

-1000 000

-1200 000

)
e
v
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-1400 000

2015

2016

2017

2018

2019

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 230910 (cat and dog food) 

Imports

Exports

In  terms  of  origin,  France  is  now  the  number  1  country  of  origin  of  pet  food,  overtaking  previously 
dominant Cambodia, which has fallen to third place behind the US. France accounts for just under 1/3 of 
imports, while the US and Cambodia each account for a bit over 20%. The rest of the EU accounts for less 
than 10% of imports Figure 5-45. 

  
 
 
 
 
 
 
 
 
190 | Page  

Thailand - Market Entry Handbook  

Figure 5-45: Imports of pet food in Thailand by origin, 2015-19; value 000 EUR 

60 000

50 000

40 000

30 000

20 000

10 000

0
0
0
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l

 0

2015

2016

2017

2018

2019

France

United States of America

Cambodia

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 230910 (cat and dog food) 

5.9.3.3  EU GI products 

There are no EU pet foods with GIs in Thailand. 

5.9.3.4 

 Main competitors 

The main competitors for EU producers in this sector come from the massive level of domestic producers 
in the Thai market which can not only meet most of the local demand for pet food products, but even 
export huge quantities. Local producers are also increasingly shifting to the premium pet food market 
which was a market that afforded importers of pet food some room for growth. The production of dog 
and  cat  food  treats  which  were  typically  imported  into  Thailand  has  largely  shifted  towards  being 
produced  domestically  in  the  country.  Organic  pet  foods  or  owners  that  have  a  particular  loyalty  to 
imported pet foods present the main avenues for growth for pet food producers in a market increasingly 
dominated by domestic producers. 

5.9.4  Specific market entry requirements 

Market Access and Entry  
As a meat based product, pet food falls mainly under the responsibility of the Department of Livestock 
Development (DLD). As a result of this, feed including animal proteins is only generally accepted from 
countries  and  establishments  which  have  first  been  audited  by  DLD.  There  are  a  number  of  specific 
documents  that  must  be  acquired  in  addition  to  the  general  requirements  import  requirements  of 
Thailand (Table 4-1) in order to export pet food to the country (see also below). 

  
 
 
  
 
 
 
 
 
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Thailand - Market Entry Handbook  

EU dog and cat food face MFN tariffs of 7 to 9% to access the Thai market. 

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code, e.g.: cat and dog food: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=2309  

Customs procedures  
A full list of the general requirements for export were set out in Table 4-1. As a non-food product, the 
specific requirements for pet food differ slightly from those for different food products. Full details can 
be found on the website indicated in the box below; most notably, the following are required: 

•  A licence to deal in live animals / animal products 
• 
•  Veterinary health certificate for animal products  

Import approval for live animals and animal products 

As noted in the sub-section below, further documents may also be necessary. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website by entering the corresponding CN code, e.g.: cat 
and dog food: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2309&countryid=TH  

SPS measures, standards and labelling 
The  standards  for  animal  feed  –  including  pet  food  –  are  complex  in  Thailand.  Historically,  product 
registration prior to export has been required for the majority of feed products containing animal protein. 
A few pieces of legislation have been introduced in recent years, some without prior notification to the 
WTO. Notable ones include:  

•  Animal Feed Quality Control Act (B.E. 2558) of 2015 
•  Notification on Rules, Procedures, and Conditions for the Importation for Specifically Controlled 

Animal Feed Ingredients (B.E. 2560) of 2017 

•  Notification on the Determination of the Products Listed as Specifically Controlled Animal Feed 

Ingredients that are Subject to Production Facility Audit and Approval (B.E. 2560) of 2017 

•  Notification  on  Characteristics  and  Conditions  for  Prohibited  Importation  of  Animal  Feed  with 

Avian Influenza (AI) Risk (B.E. 2560) of 2017 

•  Notification on the Determination of Procedures and Conditions for Import of Animal Feed with 

Avian Influenza Risk (B.E. 2560) of 2017 

•  Notification  on  Characteristics  and  Conditions  on  Prohibited  Importation  for  Animal  Feed 

Ingredients that are at Risk of BSE Disease (B.E. 2560) of 2017 

  
 
 
  
 
 
 
  
 
 
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Some reports containing more details on the requirements of this new legislation have been published by 
third parties63. However, given the various recent changes and increasing complexity of the legislative 
framework, it is highly recommended that the DLD be contacted for an up to date picture of regulation, 
including of current labelling requirements.  
🖳🖳 http://en.dld.go.th/index.php/en/contact-us-menu  
🖂🖂 foreign@dld.go.th 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2309&countryid=TH#20  

5.9.5  Distribution  

As illustrated below in Figure 5-46, store-based retailing is the largest distribution channel for pet foods 
in Thailand with over half of pet food purchased in Thailand coming from grocery retailers. Pet food shops 
account for 31% of pet food sales in the country with pet superstores becoming a growing phenomenon 
in  the  country  that  today  stands  at  0.7%  of  sales  but  is  expected  to  increase.  Internet  retailing  in  the 
country  has  grown  with  pet  food  in  particular  experiencing  a  2.3%  point  growth  in  sales  from  this 
distribution channel. Pet foods purchased through internet retailing are likely to be specialised goods or 
imported pet foods.  

63  https://www.tilleke.com/resources/animal-feed-control-update-thailand%E2%80%99s-legislation 
translation 
https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=An%20Update%20on%20
Recent%20Thai%20Regulations%20on%20Animal%20Feed%20Imports_Bangkok_Thailand_12-13-2017.pdf  

;  unofficial 
http://extwprlegs1.fao.org/docs/pdf/tha159736.pdf; 

2015 

act: 

the 

of 

  
 
 
 
 
 
                                                            
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Thailand - Market Entry Handbook  

Figure 5-46: Distribution channel overview of pet food in Thailand (2018); retail value 

Source: Euromonitor Pet Care, 2020. 

5.9.6  Challenges for EU products 

The main challenge for EU products comes from the large, maturing pet food production sector in Thailand 
which after practically meeting most of the demand for budget and economy-based pet foods has shifted 
its focus towards the production of premium foods and treats. Premium foods and treats typically had 
less domestic production which gave importers room to capture a share of the market however this is 
increasingly  threatened  as  producers  in  Thailand  adapt  to  this  evolving  market  and  produce  premium 
foods and treats.  

Market Takeaway: Pet food 

Consumption:  Dog  food  is  the  most  popular  pet  food  in  the  country  followed  by  cat  food.  Pet  ownership  is  an 
increasingly common occurrence in Thailand which spurs the growth in consumption of pet foods.  
Competition: overall domestic production is huge, and manufacturers have moved into the production of premium 
pet foods and pet treats, two products which have been significantly imported in the past.  
Distribution: Distributed largely through grocery retailers with pet shops and vets also being important distribution 
channels. Pet superstores and internet retailing are likely to grow in the distributed of pet foods in Thailand. 
Challenges: The need to import pet foods has declined in recent years as domestic production has increased in the 
production of premium foods and treats. 
Opportunities: Pet ownership is growing in Thailand and pet owners with a fondness for imported products will likely 
stay loyal to them to some extent as Thai consumers are typically very brand conscious.  

  
 
 
 
 
 
 
 
 
194 | Page  

5.10 Ice cream 

5.10.1  SWOT analysis 

Thailand - Market Entry Handbook  

STRENGTHS (+) 

WEAKNESSES (-) 

 

 

The ice cream market is forecast to grow at a quite 
high rate. 
Tropical climate fosters ice cream sells in Thailand. 

 

Imports of ice cream into the country come mainly 
from other Asian countries such as Indonesia and 
Japan.  (France 
is  the  only  country  with  a 
competitive export value). 

  Only store-based retailing of ice cream. 

THREATS (-) 

Thailand is a big net exporter of ice cream.  

 
  Big international companies such as Unilever and 

Nestlé dominate the ice cream market. 

  More  and  more 

local  small-scale 

ice  cream 

manufacturers pop up. 

OPPORTUNITIES (+) 
  Opportunities for categories of impulse ice cream 
in particular, as well as in take-home ice cream.  
  Consumers are interested in new flavours, textures 

and forms (e.g. unicorn). 
  Healthy ice cream is in trend.  
 

There  is  a  niche  market  for  premium  ice  cream 
products, which could suit exports of the European 
market.  

5.10.2  Consumption 

5.10.2.1 Evolution of consumption 

In 2018 the value of the ice cream market in Thailand was about EUR 409m (Figure 5-47). The market 
consists of two categories, impulse ice cream, which accounted for up to 90% (EUR 377m) in 2019 and 
take-home ice cream which made up close to 10% (EUR 33m). Other categories such as frozen yoghurt or 
unpackaged ice cream were not prominent on the market in Thailand. Since 2013 the market for impulse 
ice  cream  and  take-home  ice  cream  has  been  growing  and  they  are  forecast  to  grow  even  stronger, 
impulse ice cream with a CAGR of about 12% and take-home ice cream with a CAGR of over 8% between 
2018 and 2023.  

  
 
 
 
 
 
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Figure 5-47: Evolution and forecast of the ice cream market in Thailand, 2013-2023; retail value EUR million 

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

16.0

14.0

12.0

10.0

8.0

6.0

4.0

2.0

0.0

Impulse Ice Cream
376.7

Take-Home Ice Cream
32.5

-2.0

0.0

-2.0

2.0

4.0

6.0

8.0

10.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

5.10.2.2 Consumer profile and purchase criteria 

Consumers 
Consumers  can  be  found  throughout  all  parts  of  society,  in  particular  within  young  generations.  The 
general Thai ice cream consumer is price sensitive and interested in new flavours and other innovations. 
The young generation in particular is increasingly influenced by social media. 

Drivers and method of consumption  
Ice cream mainly is bought as a personal indulgence during the day. The tropical climate in Thailand drives 
ice  cream  sales  throughout  the  year,  though  there  may  be  slight  variations  in  consumption  between 
seasons. Sometimes ice cream, e.g. premium ice cream cakes are used as gifts for friends and family as 
well. Consumers mainly consume ice cream outside of their homes with impulse buys, however, some ice 
cream is also consumed at home. On a side note, tourism is a big driver for  the  consumption of local 
premium ice cream.  

Purchase criteria  
Consumers price sensitivity reflects on what kind of ice cream or which brand they are choosing. Over half 
of the value of the ice cream market came from ice cream on sticks and around 1/3rd from ice cream 
cones.  In  2019  the  four  most  popular  tastes  were  classics  such  as  chocolate  and  vanilla,  followed  by 
chocolate chip and strawberry. In addition to those flavours consumers tend to increasingly prefer new 
flavours with new textures as well as shapes. Consumers in particular enjoyed local tastes such as mango, 
Thai tea or banana. Moreover, consumers pay a lot more attention to their sugar intake, which is why the 
more and more switch to options which are deemed to be healthier such as yoghurt or fruit flavours, or 
ice cream with less sugar and fat content.64 

64 Euromonitor International: Packaged Food, 2020. 

  
 
 
 
 
 
 
 
                                                            
 
 
 
 
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5.10.2.3 Recent market trends 

The three main trends in the ice cream sector are premiumisation, the health trend and the development 
of brands social media presence. Young consumers consumption in particular depends a lot on brands 
and products social media presence and marketing. Products therefore become more diverse and try to 
create as well as to follow new trends to keep up to date with what young consumers demand. One focus 
point is ice cream that is shaped and coloured in an interesting way, such as UniCornetto’s unicorn ice 
cream. Like in many other sectors the health trend is also visible in Thailand’s ice cream sector, which is 
why healthier options, containing less fat or sugar or as healthier deemed ingredients, are a big recent 
market  trend.  Moreover,  convenience  stores  have  become  a  very  popular  channel  for  ice  cream 
distribution in Thailand. Another trend which seems to establish itself on the market is premiumisation. 
Even though consumers are price-conscious, there is a niche for high-quality premium products. Häagen-
Dazs for example successfully launched some high-class ice cream cakes. Furthermore, many new local 
shops pop up, which make and sell high-quality premium ice cream with many interesting local flavours, 
which are different from the ones of big companies, such as chocolate obsession, green tea serenity or 
vanilla allure.  

5.10.3  Offer 

5.10.3.1 Domestic production 

In  2019  the  three  biggest  ice  cream  selling  companies  by  value  were  Unilever  Thai  Holdings  Ltd  who 
generated almost half of the total market value, followed by Nestlé (Thai) Ltd. with close to a fifth and 
F&N Dairies (Thailand) Ltd. Both of these large international companies produce ice cream in Thailand. 
For example, Nestlé has its Bangchan factory in Bangkok, which specifically is focused on producing all ice 
creams under the Nestlé brand.65 In addition to those big players, the number of smaller local players is 
increasing as local ice cream shops become widely accepted in the culture. Those local brands usually 
focus  on  local  flavours.  Iberry  and  Guss  Damn  Good  are  only  two  examples  of  successful  ice  cream 
businesses.  

5.10.3.2 Imports and exports 

Thailand is a net exporter of ice cream as very clearly shown in Figure 5-48. In 2019 Thailand exported ice 
cream products with a value of close to EUR 78.5m and imported circa EUR 16.7m. This means the value 
of exports has been about 79% higher than the one of imports. Between 2015 and 2019 the ice cream 
export market grew by close to 30%, which means by around EUR 23m. The ice cream import market 
value increased by around EUR 9.2m between 2015 and 2019.  

65 Our location, https://www.nestle.co.th/en/aboutus/our_locations 

  
 
 
 
 
 
                                                            
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Figure 5-48: Trade balance (imports and exports) of ice cream in Thailand, 2015-19; tonnes 

;
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v
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=
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i
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0
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v

l

)
e
v
i
t
a
g
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n
=
d
e
t
r
o
p
x
e

40 000

20 000

 0

-20 000

-40 000

-60 000

-80 000

-100 000

2015

2016

2017

2018

2019

Import

Export

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2105. 

Figure 5-49 depicts the Thai imports of ice cream by country. The biggest three exporters of ice cream to 
Thailand are Indonesia, France and Japan. In 2019 Indonesia’s imports accounted for more than 44% of 
the  value  of  all  exports  and  were  as  high  as  EUR  7.4m.  France  came  second  with  around  EUR  2.9m 
followed by Japan with more or less EUR 1.6m. France is by far the biggest ice cream exporter to Thailand 
from the EU. The rest of the EU together only exported around EUR 0.9m in 2019.  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
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Figure 5-49: Thai imports of ice cream by country, 2015-19; tonnes 

R
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0
0
0
e
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a
v

l

20 000

18 000

16 000

14 000

12 000

10 000

8 000

6 000

4 000

2 000

 0

2015

2016

2017

2018

2019

Indonesia

France

Japan

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2105.  

Figure 5-50 depicts the unit value of the two biggest ice cream exporters to Thailand, as well as the world’s 
average unit prices of ice cream exported to Thailand. In 2019 the world average unit price was around 
EUR 3 400 per tonne. The unit value of French ice cream products was much higher than that, at about 
EUR 5 700 and the one of Indonesia below the average at around EUR 2.6m. This means that Indonesia 
was exporting a lot more volume-wise than France did; otherwise, it would not have reached such high 
export value numbers in 2019.  

  
 
 
 
 
 
 
 
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Figure 5-50 Per unit value of Thai imports of ice cream for selected EU countries, 2015-19 (EUR per tonne) 

e
n
n
o
t
r
e
p
R
U
E
e
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a
v

l

7 000

6 000

5 000

4 000

3 000

2 000

1 000

 0

2015

2016

2017

2018

2019

World

France

Indonesia

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 2105.  

5.10.3.3 EU GI products 

There are no ice cream products listed as GI. 

5.10.3.4 Main competitors 

The  main  competitors  are  international  companies,  which  dominate  the  Thai  ice  cream  market  and 
produce locally - Unilever and Nestlé in particular. Indeed, there is a high domestic ice cream production 
in Thailand in general.  Moreover, the market for imported ice  cream to Thailand partly dominated  by 
mostly other Asian countries (Indonesia and Japan), which generally sell their products at lower prices 
than the EU.  

5.10.4  Specific market entry requirements 

All general rules about market access and entry for ice cream can be found in section 4.2. EU ice cream 
imports face MFN tariffs of 30%.  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=2105  

  
 
 
 
 
 
 
 
 
 
 
 
 
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Customs procedures  
A list of standard documents required for the import of ice cream into Thailand is presented in Table 4-1 
and Table 4-2 in section 4.2.1. Notably this includes an import licence for foodstuffs; and, as ice cream is 
normally considered a standardised food, a GMP certificate in Thai or English. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2105&countryid=TH  

SPS measures, standards 
As a standardised food, there is specific legislation covering microbiological and general contamination. 
However,  given  this  was  mainly  introduced  to  standardise  informal  production  inside  Thailand,  it  is 
unlikely to pose a challenge for goods imported from the EU; and no historical cases of problems with it 
have been identified for EU exporter. 

It is worth remembering that Thailand has implemented a ban on trans fats (see section 4.2.2). 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=2105&countryid=TH#h20  

Labelling  
As a standardised food, ice cream labelling has to follow general label requirements set out in section 
4.2.3.  

5.10.5  Distribution  

All  ice  cream  is  distributed  in  store-based  retailing.  Online  retailing  of  ice  cream  is  not  happening  in 
Thailand  as  depicted  in  Figure  5-51.  Around  2/3rd  of  ice  cream  is  distributed  through  modern  grocery 
retailers  and  about  1/3rd  through  modern  grocery  retailers.  However,  modern  grocery  retailers  are 
increasingly becoming the more popular choice. This retail channel grew by around 3% in 2018. However 
currently  the  most  popular  channel,  which  generated  the  most  retail  value  in  2018  (even  though  it 
declined by about 2.8%) is that of other grocery retailers which belong to the traditional grocery retailers’ 
channel. Those were followed by two modern grocery retailers. Convenience stores with around 27.8% 
and hypermarkets with about 24%. Those three channels together accounted for close to 85% of the total 
ice cream retail value in 2018.  

  
 
 
 
 
 
 
 
 
 
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Figure 5-51: Distribution channel overview of ice cream in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.10.6  Challenges for EU products 

Due to high competition, EU exporters face some challenges. On the one hand, they have to compete with 
the  big  international  players  producing  locally  which  dominate  the  market.  Moreover,  they  have  to 
compete with the increasing amount of local premium ice cream from small manufacturers and with other 
ice  cream  exporting  nations,  like  Indonesia  and  Japan,  which  usually  export  cheaper  products. 
Furthermore, Thailand is by far a net-exporter of ice cream itself, which leaves less need for imports from 
other countries.  

Market Takeaway: Ice cream 

Consumption: Ice cream consumption (impulse ice cream & take-home ice cream) is forecast to grow at a quite high 
pace until 2023. 
Competition: Strong competition with high domestic production, international big companies as well as with other 
big ice cream exporters, which are mainly from Asia.  
Distribution:  Off-trade  only  store-based  retailing  with  modern  grocers  becoming  increasingly  popular  e.g. 
convenience stores and hypermarkets, but 1/3rd also in traditional grocers.  
Challenges: It is a challenge to go against all these different competitors to find a way to establish a product on the 
Thai ice cream market. Moreover, the price consciousness of consumers and the current need for innovation and 
change.  
Opportunities: Classic flavours stay important, however new flavours, textures and forms of ice cream are interesting. 
Moreover, ice cream which is in line with the health trend shows potential. 

  
 
 
 
 
 
 
 
 
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5.11 Prepared baby food 

5.11.1  SWOT analysis 

STRENGTHS (+) 
  Accessibility  to  these  products,  which  are  largely 
and 

distributed 
hypermarkets.  
Interested  consumer  groups  of  busy  urban 
professionals with growing income. 

supermarkets 

through 

 

OPPORTUNITIES (+) 
  Demand  seems  to  be  not  very  sensitive  to  price, 
in  case  of  prices 

providing  some  protection 
increase due to government regulations. 
Increased interest in healthy, natural and organic 
baby food. 

 

WEAKNESSES (-) 

  General preference for breast feeding. 
  Government  promotes  breastfeeding  and  places 
strong restrictions on the marketing of baby food. 

THREATS (-) 

 
 

Increased competition from fresh milk. 
Local  producers  with  natural  fresh  products  are 
preferred. 

5.11.2  Consumption 

5.11.2.1 Evolution of consumption 

Milk formula is by far the largest category of baby food in Thailand, worth some EUR 752.2 million in 2018. 
However,  milk  formula  has  faced  challenges  recently  due  to  the  knock-on  effect  on  the  law  banning 
marketing activities relating to standard milk formula for new-born babies.  

Dried baby food is the second category (EUR 16.2m in 2018), with Nestle (Thai) Ltd with more than 96% 
of the market share. The market for prepared baby food on the other hand is small, worth only EUR 7.1m. 
(Figure 5-52). 

Figure 5-52: Evolution and forecast of prepared baby food market in Thailand, 2013-2023; retail value, EUR million 

3
2
/
8
1
0
2

%
R
G
A
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t
s
a
c
e
r
o
F

10.0

8.0

6.0

4.0

2.0

0.0

Milk Formula
752.2

Prepared Baby Food
7.1

Dried Baby Food
16.2

-2.0

0.0

-2.0

2.0

4.0

6.0

8.0

10.0

12.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

  
 
 
 
 
 
 
 
 
 
 
 
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5.11.2.2 Consumer profile and purchase criteria 

Consumers  
The  decreasing  fertility  rate  of  1.5  in  the  Thai  population  (mentioned  in  section  2.1.3)  along  with  the 
government  promotion  to breast feeding are factors limiting demand for prepared  baby food. On the 
other hand, as parents become increasingly occupied with work, there is likely to be a growing demand 
for premium prepared baby food, with major brands set to introduce more options that address a baby’s 
health, namely organic variants with no added sugar or artificial flavours and products with a high protein 
content to aid development. Overall, higher-incomes urban parents with more access to retail markets 
selling baby formula are more likely to purchase prepared baby food. 

Drivers and method of consumption  
The population who prioritise giving their children prepared baby food products over breast feeding is not 
driven  only  by  those  who  face  medical  or  special  circumstances,  but  also  by  the  segment  of  urban 
consumer with full-time jobs see in these processed products an advantage in terms of time and money. 
Due to the less healthy image associated with mass brands, such processed baby food could lose their 
share in the upcoming years. Meanwhile, brands offering health and wellness ranges such as those with 
organic and natural ingredients, products with no added sugar or food additives and versions that are 
vegan-friendly, are likely to increase their market shares, driven by consumer concerns about health and 
naturalness 

Purchase criteria  
Overall,  health  considerations  have  become  a  notable  purchase  criterion  for  baby  food.  Among  the 
consumers  of  prepared  baby  food  products,  awareness  of  the  nutrient  content  of  the  preparations  is 
growing, increasing the demand for premium products that provide strong nutritional benefits. Due to 
this trend, which is coherent with the increasing level of attention paid to food composition in Thailand 
more  generally,  health  conscious  parents  increasingly  look  fort  dietary  options  without  sugar, 
preservatives, and artificial colours or flavours.  

5.11.2.3 Recent market trends 

As a result of government intervention and public consciousness about breast feeding (see box), baby 
food producers have increasingly focussed on promoting products for growing up aimed at children older 
than 2 and not for new-born babies. Thai parents are increasingly showing a preference towards fresh or 
shelf stable milk products, and the use of natural ingredients in baby food preparations.  

The trend towards healthier and premium baby food is expected to continue, with niche brands gaining 
share, major brands are also expanding their product lines to have a stronger positioning in this segment. 
For example, Nestlé SA, which leads baby food, launched its NANKID Suprema 3 line of milk formula in 
late 2018, which is designed for toddlers aged over 12 months.  

  
 
 
 
 
 
 
 
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Government intervention / policy on baby food 
Breastfeeding has been promoted in Thailand on a significant scale since the 1990s. However, government 
policy has recently moved strongly in favour of breast feeding through the introduction of new legislation. 
Thailand’s Control of Marketing of Infant and Young Child Food Act (B.E. 2560) of 2018 bans advertising 
of substitutes and complementary foods for infants, recognizing breastmilk as the single best nutrition 
source for infants. Specific statements must be provided on labels; and there are significant restrictions 
on advertising. More information can be found in section 5.11.4. 

5.11.3  Offer 

5.11.3.1 Domestic production 

Domestic producers have a large percentage of the total market share. They are positioning themselves 
as the next best alternative when a home-cooked meal is too troublesome to prepare. Local brands such 
as Xongdur, Baby Natura and Peachy offer organic baby food with natural and wholesome plant-based 
ingredients, without any added preservatives, sugar or artificial colours or flavours. Peachy Village Co Ltd 
shown the most dynamic growth in current value terms and was ranked second in prepared baby food in 
2019. 

5.11.3.2 Imports and exports 

Thailand is a major net importer of food preparation for infants as set out in Figure 5-53. However, imports 
of these products have steadily dropped since 2015 (when the value was above the EUR 80 million) to 
around EUR 60 million in 2019. Exports on the other hand, have fluctuated in value, between about EUR 
20m and EUR 35m during the period 2015-2019.  

  
 
 
 
 
 
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Figure 5-53: Trade balance (imports and exports) of food preparations for infant use in Thailand, 2015-19; value EUR 000 

0
0
0
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l

)
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;
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=
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I
(

100 000

80 000

60 000

40 000

20 000

 0

-20 000

-40 000

2015

2016

2017

2018

2019

Imports

Exports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 190110 

In terms of origin of imports, Singapore is recorded as the most important source with more than 60% of 
the imports. Singapore is indeed an important production hub for baby food for the region, however, a 
certain proportion of imports from Singapore are likely to have originated from another country and have 
been  subsequently  shipped  through  Singapore.  Philippines  and  New  Zealand  stand  out  as  important 
origins, with about 20% and 5% in 2019. EU as a whole accounts for under 5% of imports Figure 5-54.  

  
 
 
 
 
 
 
 
 
 
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Figure 5-54: Thai imports of food preparations for infant use by country, 2015-19; value EUR 000 

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

0
0
0
R
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l

 0

2015

2016

2017

2018

2019

Singapore

Philippines

New Zealand

EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 190110 

5.11.3.3 EU GI products 

Currently there are no EU GI baby food products listed . 

5.11.3.4 Main competitors 

Thai consumers have a good perception of the domestic production, position local producers as Peachy 
Village,  Xongdur  and  Baby  Natura  as  important  competitors  who  respond  well  to  local  trends. 
Nonetheless, the search for premium products with higher added value open a niche for international 
brands penetration. Singapore holds the most sizeable share in baby food imports in terms of value by 
some distance.  

5.11.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry for prepared baby food can be found in section 4.2. It is 
important to note that imported baby food is classified as a “specially controlled food” in Thailand. As 
such it is necessary for the product to be registered with the Thai FDA before any export can take place. 
As part of this registration, an analysis of the product as well as details of the process and ingredients are 
required.  

Tariffs vary depending on the CN code of the product; but products under CN code 190110 for example 
face MFN tariffs of between 5 and 10%.  

  
 
 
 
 
 
 
 
 
 
 
 
 
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Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code, e.g.: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=190110   

Customs procedures  
A list of standard documents required for the import of processed baby food products into Thailand is 
presented  in  Table  4-1  and  Table  4-2  in  section  4.2.1.  The  most  important  point  to  retain  is  that  –  as 
mentioned above - this is a “specially controlled food”, and as such it has to be registered before any 
export can take place; and documentation requirements may be more stringent than for other products 
(for example, a certificate of analysis is required). 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website by entering the corresponding CN code, e.g.:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=190110&countryid=T
H  

SPS measures, standards 
As a specially controlled food, processed baby food products in Thailand are subject to specific legislation; 
this is Health Notification No. 156 (B.E. 2537 (1994)) Re: Infant Foods and Follow-up Formula Foods for 
Infants and Young Children. This has since been amended, most notably in 2004 with regards to the sugars 
that can be used; and in 2007 with regards to labelling.  
A translation of the 1994 notification can be found at the following address: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.157-
37%20Food%20for%20infant.pdf 

An unofficial translation of the 2004 amendment can be found at the following address: 
http://food.fda.moph.go.th/law/data/announ_moph/V.English/No.%20287%20Infant%20Foods%20and
%20Follow-up%20Formula%20Foods%20for%20Infants%20and%20Young%20Children%20(No.3).pdf  

An unofficial translation of the 2007 amendment can be found at the following address: 
http://extwprlegs1.fao.org/docs/pdf/tha159856.pdf  

Legislation covers various areas including composition criteria, qualities and standards with which infant 
formula must comply. A consolidated version of the notification translated into English unfortunately is 
not available. As an early stage of the obligatory registration process, it is prudent to check with the Thai 
FDA for the availability of an up to date, consolidated notification. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=190110&countryid=TH#h20  

  
 
 
 
 
 
 
 
 
 
 
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Labelling  
Prepared baby food products have to follow general label requirements set out in section 4.2.3, but are 
also  subject  to  specific  requirements  set  out  in  dedicated  legislation.  Most  notably,  various  labelling 
requirements  are  set  out  in  the  1994  notification  (see  above)  and  subsequently  amended  in  2007, 
including the requirement to include instructions for preparation as well as statements such as: 

•  The best food for infants is maternal milk owing to its full nutritional content 
•  Modified milk for infants should be recommended by a physician, nurse or nutritionist 
• 

Incorrect preparation or mixture will be hazardous for infants 

It is strongly recommended that the legislation be consulted for full details of required labelling. 

In addition, as indicated in the box in section 5.11.2.3, significant restrictions on the marketing of infant 
formula were introduced in 2017 through the Marketing of Infant and Young child Food act (B.E. 2560). 
An unofficial translation of this can be found at the following address: 
http://origin.searo.who.int/thailand/news/control-marketing-of-infant-and-young-child-food-
act(2017).pdf  

Among the restrictions, manufacturers, importers and distributors are prohibited from: 

•  Advertising  food  products  for  infants  and  young  children  in  a  way  that  may  cause  families  to 

believe they are good or necessary  

•  Claiming any nutritional or health benefits on food labels for infants and young children 
•  Giving discount coupons, tie-in-sales, prizes, product samples or gifts 
•  Offering gifts, money incentives or other benefits to public health personnel 
•  Organizing meetings, trainings or seminars on food products for infants and young children for 

public health service agencies or their personnel 

•  Donating food for infants or children to public health service agencies or their personnel, except 
to  those  who  are  sick  with  specific  diseases  or  those  with  abnormal  physical  conditions  that 
require supplementation  

•  Demonstrating or sponsoring a demonstration of food products for infants or young children in 
healthcare  facilities  or  any  other  venues  with  the  goal  of  encouraging  or  promoting  the 
consumption of these products, except when such activities are conducted for medical purposes 
or for the benefits of treating infants or young children 

It is recommended that the full text of the act be consulted for more detail. 66 

5.11.5  Distribution  

These  products  generally  carry  a  premium  price  and  are  distributed  through  larger  channels  such  as 
supermarkets,  hypermarkets  and  internet  retailing.  As  per  Figure  5-55,  modern  grocery  retailers 

66  More  background  on  the  labelling  and  marketing  restrictions  can  be  found  at  the  following  address: 
http://www.who.int/nutrition/publications/code_english.pdf; 
https://www.unicef.org/thailand/media_22880.html 

  
 
 
 
 
 
 
 
                                                            
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represent the main distribution channel (73.5% of total grocery retailers) expecting to increase in the next 
years, meanwhile sales in traditional and independent small grocers are in decline.  

Figure 5-55: Distribution channel overview of prepared baby food in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.11.6  Challenges for EU products 

In response to tightening government regulation – which poses a challenge to both domestic and foreign 
producers  alike  -  local  manufacturers  have  focused  their  advertising  campaigns  on  growing-up  milk 
formula rather than formula milk for new born babies. Despite this intervention, the market for baby food 
remains among parents with medical challenges and busy full-time workers. However, in addition to the 
overarching  challenge  of  government  regulation,  EU  producers  also  face  the  challenge  of  strong 
competition. Local production is considerable and Singapore is quite dominant in terms of imports (even 
if a certain part of imports from Singapore may actually originate in other countries). 

  
 
 
 
 
 
 
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Market Takeaway: Prepared baby food 

Consumption: Even though birth rates are declining the sector is forecast to grow in value in the coming years mainly 
due  to  premium  differentiation.  Busy,  wealthier  urban  parents  and  those  with  medical  challenges  are  the  main 
consumers. 
Competition: Main competition from domestic production and imports from Singapore. Indirect competition with 
more natural products as milk.  
Distribution: mainly in modern grocery retailers such as supermarkets and hypermarkets.  
Challenges:  The  government  promotion  of  breast  feeding  and  decreasing  birth  rates,  as  well  as  the  strong 
competition noted above.  
Opportunities: organic and natural products and the market for milk for over 2 year olds; both among busier urban 
consumers. 

  
 
 
 
 
 
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5.12 Processed fruit and vegetables 

5.12.1  SWOT analysis 

STRENGTHS (+) 

 

  Vegetarianism 

Processed  fruit  and  vegetables  generally  gifted 
during special events such as new year’s. 
is  strong 

in  Thailand  and  the 
country  plays  host  to  many  vegetarian  oriented 
events with cause a spike in demand. 

OPPORTUNITIES (+) 
  Certain  processed  fruits  that  are  not  produced 
locally  such  as  pears  present  a  small  potential 
window of opportunity  

  A  rising  urban  population  will  cause  a  rise  in 
demand for niche processed fruits and vegetables 
such as Acai berries and avocados.  

5.12.2  Consumption 

5.12.2.1 Evolution of consumption 

WEAKNESSES (-) 
  Advertising  and  marketing  of  these  products  in 
Thailand  by  producers  has  not  substantially 
increased consumption. 
Thais  continue  to  hold  concerns  relating  to  the 
sugar  content  of  many  processed  fruit  and 
vegetable products. 

 

THREATS (-) 

 

 

Fresh fruit and vegetables are readily available and 
cheaper and preferred by consumers. 
Thai  on-trade  establishments  will  be  expected  to 
serve  fresh  fruit  and  vegetables 
instead  of 
processed ones. 

As illustrated in Figure 5-56, shelf stable fruit is the largest processed fruit and vegetable product in the 
Thai market with a market value of EUR 26 million. The segment had a CAGR since 2013 of 4.3% which is 
forecasted to decline to 3.7% in the period up until 2023. Frozen processed fruit and vegetable products 
have a market value of EUR 15 million and the segment has grown the fastest since 2013 with a CAGR of 
4.8%. Looking ahead, frozen processed fruit and vegetable products are expected to grow at 5.3% per 
year making these products the fastest growing category in this sector. Shelf stable vegetables are the 
smallest category with a market value of EUR 13 million, as well as the slowest growing with a CAGR of 
3.2% since 2013 and just 1.4% going forwards up until the year 2023.  

Figure 5-56: Evolution and forecast of the market for processed fruit and vegetables (EUR million) in Thailand, 2013-2023 

7.0

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

6.0

5.0

4.0

3.0

2.0

1.0

Shelf Stable Fruit
26.8

Frozen Processed Fruit 
and Vegetables
15.1

Shelf Stable Vegetables
12.8

0.0

-1.0

0.0

1.0

2.0

3.0

4.0

5.0

6.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

  
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

5.12.2.2 Consumer profile and purchase criteria 

Consumers 
As there is a wide variety of fresh fruit and vegetables produced in Thailand and priced cheaper than their 
processed counterparts, Thai consumers will overwhelmingly prefer these products instead. Processed 
fruit and vegetables have struggled to appeal to consumers in Thai at a significant level which is a result 
of an often-poor marketing campaign from producers and a lack of innovation which affects the sector 
and its ability to reach out to new potential consumers. Many Thai consumers have reservations about 
processed  fruit  and  vegetables  in  relation  to  their  health  as  the  rise  of  a  health-conscious  population 
coupled with concerns about the levels of sugar found in processed fruits and vegetables have acted as a 
deterrent for consumers. Producers have made some changes to address the difficult marketplace, such 
changes  include  the  increased  production  of  premium  processed  fruit  and  vegetables  with  added 
nutritional  value  and  a  new  awareness  campaign  to  increase  the  awareness  of  these  new  products. 
Processed fruit and vegetable are often given as a gift which compounds the view of these products as 
being associated as a treat product rather than a mainstream component of the Thai diet. 

Drivers and method of consumption  
As noted above, fresh fruit and vegetables are fairly universally preferred by Thai consumers to processed. 
Nonetheless, there are some specific drivers of consumption of processed fruit and vegetables. 

•  Special occasions a key driver. Thais have demonstrated that they are willing to spend more on 
processed fruit and vegetables to celebrate a special occasion. The purchasing of processed fruit 
and vegetables in this context is typically as a gift given on the occasion with new year’s eve in 
particular  being  a  popular  time  to  gift  processed  fruit  and  vegetable  products  in  the  country. 
Typical  processed  fruit  and  vegetables  gifted  in  Thailand  include  passion  fruit,  papaya  and 
pineapple. 

•  Vegetarian festivals cause a spike in demand. As vegetarianism is popular in Thailand festivals 
celebrate the trend in the country. The largest such festival is known as the Tesagan gin je festival 
which takes place in across the country every October. During this festival the consumption fruit 
and  vegetables  as  a  whole  rises,  and  processed  fruit  and  vegetables  also  benefit  from  this  as 
advocacy for a plant-based diet increases combined with travellers attending the events being 
typically vegetarian. 

•  Novelty  processed  fruit  and  vegetables  expected  to  grow  in  consumption.  As  the  population 
continues to urbanise and the country of Thailand as a whole shifts from a rural-urban split known 
today towards predominantly urban society it is expected the demand for novelty processed fruit 
and vegetables such as frozen acai berries and canned durian, mangosteen and longan which will 
grow  in  demand  diet  becomes  increasingly  desired  combined  with  these  products  not  being 
readily available in a fresh variety in urban centres. 

Purchase criteria 
Thais have shown they will spend more to obtain products  perceived to be of high quality and as noted 
above  this  extends  to  processed  fruit  and  vegetables  for  certain  occasions.  This,  together  with  brand 
loyalty  among  Thai  consumers  in  general  present  some  optimism  for  premium  processed  fruit  and 

  
 
 
 
 
  
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vegetable providers. The availability of fresh fruit and vegetables as a result of domestic production causes 
these  products  to  have  prices  significantly  lower  than  processed  fruit  and  vegetables  which  prices 
processed fruit and vegetables largely out of the market for low income earners. Most notably, consumers 
will spend more to purchase processed fruit and vegetables as gifts which peaks around special occasions 
however generally consumers will prefer to purchase fresh alternative due to a combination of nutritional 
value and price.67  

5.12.2.3 Recent market trends 

Lack of innovation in this sector in Thailand has caused the sector to stagnate in recent years. Processed 
fruit and vegetable producers in the country have struggled to advertise and market their products in a 
market that prefers fresh produce. Government advocacy of a healthy based diets combined with modern 
and traditional retailers readily having fresh fruit and vegetable options available in their stores at prices 
which  are  overwhelmingly  cheaper  the  processed  fruit  and  vegetables  have  caused  consumption  to 
decline  in  recent  years  and  is  the  most  impactful  trend  in  this  sector.  Premium  processed  fruit  and 
vegetables are likely to be the area with the largest amount of growth in this sector as Thais continue to 
desire health conscious foods which incorporate nutritional added value.  

5.12.3  Offer 

5.12.3.1 Domestic production 

The largest player in the Thai market is Malee Sampran which has a quarter of the market in the country 
and directly impacts the  market of the country as  a whole  through  their business decisions with their 
recent  development  of  sugar-reduced  fruit  inspiring  other  producers  in  the  country  to  do  the  same. 
Production of processed fruits and vegetables is low in the country as a result of general low demand for 
the product. However, the production of premium processed fruit and vegetables are growing to meet a 
small rise in demand for these products. Oversupply of fresh fruit and vegetables at times can lead to 
them being sent to be processed in the country but the overwhelming trend is for them to compete at a 
lower price in the market or be exported to wider markets. The domestic demand is almost entirely met 
by domestic producers. Some producers such as Universal food PLC have shifted to internet retailing to 
reach wider markets in an innovative move that is typically uncommon in this sector in Thailand. 

5.12.3.2 Imports and exports 

Identifying data on trade in processed fruit and vegetable product is extremely complicated due to the 
number of different lines under which such products can be imported. Data on trade in processed fruit 
and vegetables is ultimately captured under the trade data for fruit and vegetables in section 5.2.3.2. 

5.12.3.3 EU GI products 

No EU processed fruit and vegetable GIs are registered in Thailand at present. 

67  Euromonitor  International:  Packaged  Food,  2020;  The  vegetarian  festival  in  Bangkok  (Tesagan  gin  je),  Expique 
https://www.expique.com/article/vegetarian-festival-bangkok/  

  
 
 
 
 
 
 
 
                                                            
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5.12.3.4 Main competitors 

Thailand - Market Entry Handbook  

The  main  competition  for  EU  producers  of  this  product  come  from  domestic  producers  who  are 
accustomed  to  the  production  of  Thai  centric  processed  fruit  and  vegetables  such  as  durian  and 
pineapples and have a distinct advantage in a small market in which any excess of the extensive fresh 
production may be turned into processed.  

5.12.4  Specific market entry requirements 

All general rules about market access and entry for processed fruit and vegetables can be found in section 
4.2. Tariffs vary depending on the CN code of the product but are generally around 30%.  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website by entering the corresponding CN code, e.g. fruit uncooked or cooked by 
steaming, frozen: 
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=0811  

Customs procedures  
A list of standard documents required for the import of processed fruit and vegetables into Thailand is 
presented in Table 4-1 and Table 4-2 in section 4.2.1. Notably, as these goods are normally considered as 
standardised food, a GMP certificate in Thai or English. Some of the permit and phytosanitary certificate 
requirements for fresh fruit and vegetables may extend to processed fruit and vegetables, depending on 
the precise nature of the product. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website by entering the corresponding CN code, e.g. fruit 
uncooked or cooked by steaming, frozen:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=0811&countryid=TH  

SPS measures, standards 
As  normally  considered  standardised  food,  there  is  specific  legislation  covering  microbiological  and 
general contamination which can extend to process fruit and vegetables . However, given this was mainly 
introduced to standardise informal production inside Thailand, it is unlikely to pose a challenge for goods 
imported from the EU. 

As  noted  above,  depending  on  the  nature  of  the  processed  fruit  and  vegetable  product,  some 
requirements  applicable  to  fresh  fruit  and  vegetables  may  apply.  More  details  on  these,  including  on 
pesticides and maximum residue levels can be found in section 5.2.4. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=0811&countryid=TH#h20  

  
 
 
 
 
 
 
 
 
 
 
 
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Labelling  
As  processed  fruit  and  vegetables  are  normally  considered  standardised  food,  labelling  has  to  follow 
general label requirements set out in section 4.2.3.  

5.12.5  Distribution  

As observed below in Figure 5-57, 100% of processed fruit and vegetables are distributed through store-
based retailers in the country. This breaks down to a three quarter share for modern grocer retailers and 
traditional grocery retailers largely occupying the last quarter. Hypermarkets and supermarkets have the 
largest share of the market with 46% for hypermarkets and 31% for supermarkets. These chains benefit 
from having accessible to appliances such as freezers which allows for the long-term storage of frozen 
processed fruit and vegetable products. Independent small grocers have an 8% share of processed fruit 
and vegetable product distribution, with their importance having fallen sharply in recent years.  

Figure 5-57: Distribution channel overview of processed fruit and vegetables in Thailand (2018); retail value 

Source: Euromonitor International: Packaged food, 2020. 

5.12.6  Challenges for EU products 

The largest challenges for EU products in the country come from the general low demand for processed 
fruit  and  vegetables  which  already  significantly  impacts  domestic  producers;  coupled  with  the  large 
variety of fruit and vegetables anyhow produced in Thailand. There may be some niche possibilities among 
processed fruits that are not domestically produced.  

  
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Market Takeaway: Processed fruit and vegetables 

Consumption: Fresher alternatives generally preferred by consumers due to a combination of nutritional value, price 
and the rise of a health conscious diet. 
Competition: Domestic producers can largely fulfil the demand domestically which is quiet low.  
Distribution: Distributed through store-based retailers due to the need for necessary appliances (Such as a freezer) 
to make selling frozen products viable. Independent small grocers have experienced a sharp decline in distribution 
recently. 
Challenges: Interest is generally low, and processed Fruit and Vegetable producers have struggled to innovate and 
advertise their products effectively in Thailand which has caused consumer interests in these products to decline. 
Opportunities: Many Thais will gift processed fruit and vegetables during special occasions such as New Year’s. 

  
 
 
 
 
 
217 | Page  

5.13 Pasta  

5.13.1  SWOT analysis 

Thailand - Market Entry Handbook  

STRENGTHS (+) 

WEAKNESSES (-) 

 

 

Italy is the second biggest exporter to Thailand of 
pasta, noodles and couscous. 
The  market  for  pasta,  while  small,  is  very  fast 
growing. 

 

 

Pasta is mainly distributed in urban areas and thus 
rural communities do not have access. 
Pasta is not a staple food in the Thai market, with 
rice and noodles preferred. 

OPPORTUNITIES (+) 

THREATS (-) 

 
Thais are very open to new flavours and products. 
  Due  to  social  media  and  TV  cooking  shows 
consumers  become  increasingly  knowledgeable 
and interested in western cuisine, which includes 
pasta dishes. 

 
  High 

Strong indirect competition from rice and noodles. 
the 
level  of  domestic  production  of 

neighbouring category of noodles. 

5.13.2  Consumption 

5.13.2.1 Evolution of consumption 

Figure 5-58 shows Thai rice, noodles and pasta consumption in 2018. The total market had a value of over 
EUR 1.5bn. Rice was by far the category with the highest market value, with about EUR 1bn and thus 
accounted for more than 66% of the market value in 2018. In the same year noodles had a market value 
of around EUR 494m, about half of the rice markets value, but nonetheless still high. The pasta categories 
on the other hand had a market value of comparatively low EUR 13m, however is expected to grow with 
the highest forecasted CAGR of around 7.4% between 2018 and 2023 and moreover also has the highest 
historic CAGR of about 6.8% growth between 2013 and 2018. Rice and noodles are forecast to grow as 
well, just slightly less. The rice market is forecast to grow around 4.5% between 2018 and 2023 and the 
noodle market about 3.8% in the same period.  

  
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-58: Evolution and forecast of market for pasta compared to rice and noodles (000 tonnes) in Thailand, 2013-2023 

Rice, Pasta and Noodles in Thailand,  Retail Value RSP, EUR million

3
2
/
8
1
0
2

%
R
G
A
C
t
s
a
c
e
r
o
F

-1.0

9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
-1.0
-2.0

Rice
1 001.1

Pasta
13.0

Noodles
494.2

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 
Note: figures for 2019 to 2023 based on forecasts. 

5.13.2.2 Consumer profile and purchase criteria 

Consumers 
Pasta consumers are usually high-income consumers because pasta is commonly more expensive than 
rice or noodles. Moreover, most pasta consumers in Thailand are either locals, who enjoy western food, 
western expatriates who moved to Thailand and do not want to miss their western cuisine or the many 
western tourists, who also want to enjoy their western cuisine during their holidays in a foreign country. 
Most pasta consumers live in urban centres and are mainly from the younger generation, because they 
grew up in a more globalised world and therefore are more prone to experience international cuisines.  

Drivers and method of consumption 
Pasta  is  not  a  staple  food  in  Thailand  and  consequently  consumers  do  not  generally  consume  it  on  a 
regular basis. However, Thai consumers get more and more used to the western cuisine through the many 
western  style  restaurants,  special  marketing  on  social  media  and  even  through  different  cooking  TV 
programmes or videos on YouTube, which promote pasta recipes. Thus, pasta is forecast to become more 
common on plates in Thailand. 

Purchase criteria 
The price is one of the main purchase criteria for Thai consumers because of the limited income of many 
Thai. Pasta is expensive compared to rice and noodles and as a consequence is mainly being bought by 
expats, who are used to western cuisine as well as by the tourism sector which offers pasta dishes to 
western tourists. However, the Thai community is getting more knowledgably and interested in western 
cuisine, which means they might buy pasta out of curiosity.  

  
 
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

5.13.2.3 Recent market trends 

As established in 5.13.2.2 Pasta is forecast to become more popular and demanded. In general flavours 
from other origins than Asia are forecast to become more prominent in Thailand; opening up interest in 
products such as pasta. Moreover, pasta recipes are currently popular on Thai cooking TV shows and in 
YouTube videos and thus, this whole product segment is gaining prominence in Thailand, giving a positive 
outlook for this small segment. 

5.13.3  Offer 

5.13.3.1 Domestic production 

Rice is extensively produced and consumed in Thailand; and noodles are also produced to a large extent. 
Pasta production on the other hand is minimal, with the vast majority imported. 

5.13.3.2 Imports and exports 

The trade balance depicted in Figure 5-59 clearly shows that Thailand is by far a net-exporter of pasta, 
noodles  and  couscous;  a  fact  fundamentally  explained  by  noodles.  In  2019  Thailand  exported  those 
products with a value of close to EUR 489m, while it exported products with a much lower value of around 
EUR  40m,  which  is  only  around  8%  of  Thailand’s  exported  value.  Between  2015  and  2019  the  export 
market grew by around EUR 133m (about 28%), whereas the export market grew by more or less EUR 
21m (approximately 53%). Thus, even though Thailand’s export market is bigger the export market grew 
more percentagewise between 2015 and 2019.  

Figure 5-59: Trade balance (imports and exports) of pasta, noodles and couscous in Thailand, 2015-19; EUR millions 

l

e
c
n
a
a
B
e
d
a
r
T

)
e
v
i
t
a
g
e
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r
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e
;
e
v
i
t
i
s
o
p
=
r
e
t
r
o
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m

I
(

100 000

 0

-100 000

-200 000

-300 000

-400 000

-500 000

-600 000

2015

2016

2017

2018

2019

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1902. 

Imports

Exports

  
 
 
 
 
 
 
 
 
 
220 | Page  

Thailand - Market Entry Handbook  

Figure  5-60  shows  the  countries  where  pasta,  noodles  and  couscous  exports  to  Thailand  mainly  come 
from. The Republic of Korea exported products with a value of around EUR 20.6m to Thailand in 2019, 
and thus accounted for over half of the total export market value. Italy came second with a value of about 
EUR 4.8m, followed by Indonesia with approximately EUR 4.8m and Japan with around EUR 3.4m in 2019. 
The rest of the EU together exported products with a value of close to EUR 0.5m. Between 2015 and 2019 
the export value of the Republic of Korea increased drastically by more than 86%, whereas most other 
countries exported values stayed more or less stable. 

Figure 5-60: Thai imports of pasta, noodles and couscous by country, 2014-2018; EUR millions 

45 000

40 000

35 000

30 000

25 000

20 000

15 000

10 000

5 000

0
0
0
R
U
E
e
u
a
V

l

 0

2015

2016

2017

2018

2019

Korea, Republic of

Italy

Indonesia

Japan

Rest of the EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 1902. 

5.13.3.3 Main competitors 

The main competitor for the EU is indirect from Thailand’s own high rice and noodles production because 
those  products  are  substitutes  for  European  pasta  and  are  used  on  a  more  daily  basis  in  the  country. 
Moreover, the main export competitors are other Asian countries such as the Republic of Korea, Indonesia 
and Japan; though once again this is indirect for noodles rather than pasta.  

5.13.4  Specific market entry requirements 

All general rules about market access and entry for pasta can be found in section 4.2. EU pasta imports 
face MFN tariffs of 30%.  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  

  
 
 
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1902  

Customs procedures  
A list of standard documents required for the import of pasta into Thailand is presented in Table 4-1 and 
Table 4-2 in section 4.2.1. Notably this includes an import licence for foodstuffs; and, as pasta is normally 
considered as standardised food, a GMP certificate in Thai or English. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1902&countryid=TH  

SPS measures, standards 
As  standardised  food,  there  is  specific  legislation  covering  microbiological  and  general  contamination. 
However,  given  this  was  mainly  introduced  to  standardise  informal  production  inside  Thailand,  it  is 
unlikely to pose a challenge for goods imported from the EU; and no historical cases of problems with it 
have been identified for EU exporter. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1902&countryid=TH#h20  

Labelling  
As standardised food, pasta labelling has to follow general label requirements set out in section 4.2.3.  

5.13.5  Distribution  

Pasta is mainly distributed though store-based retailing with stores over 99% of the retail value in 2018 as 
shown in Figure 5-61. Even though internet retailing grew by about 0.5% in 2018, it was still low at around 
0.8%. Modern grocery retailers accounted for just over 90% of the retail value with hypermarkets being 
by far the most prominent channel in 2018. Nearly 70% of retail value come from this distribution channel. 
Hypermarkets  were  followed  by  supermarkets,  which  still  accounted  for  more  than  17%  of  the  retail 
value. Together these two outlets only accounted for approximately 87% of the whole sectors retail value 
in 2018.  

  
 
 
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-61: Distribution channels of pasta in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.13.6  Challenges for EU products 

The market for EU pasta is challenging because it is not a staple product which is used on a regular basis. 
Thais mainly cook with rice and noodles instead of pasta. With the exception of Italy, the EU does not 
export a lot of pasta, noodles and couscous to Thailand compared to other Asian countries. Moreover, 
the government is promoting rice in particular for low-income consumers and has a project which offers 
this group to buy rice at even lower prices. Pasta is mainly distributed through modern grocery retailers 
such  as  hypermarkets  and  supermarkets,  which  are  situated  in  urban  centres.  With  about  half  of  the 
population living in the countryside many consumers do not have easy access to outlets selling pasta. 
However, despite the general clear dominance of rice and noodles, pasta is beginning to gain prominence, 
and urban-based consumers with higher incomes are best suited to potentially consume the higher priced 
pasta products. 

  
 
 
 
 
  
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Market Takeaway: Pasta 

Consumption:  Even  though  pasta  consumption  is  growing,  it  still  can  be  seen  as  more  of  a  niche  product.  Thai 
consumers mainly consume rice and noodles instead of pasta. 
Competition: Growing domestic production of pasta substitutes (rice and noodles) together with imports from mainly 
other Asian countries.  
Distribution: Largely distributed through modern grocery retailers such as hypermarkets and supermarkets which 
account for 87% of distributed sales. 
Challenges: Pasta being a niche product and consumers mainly using rice and noodles instead and the fact that pasta 
is mainly distributed in urban areas but not in high populated rural areas.  
Opportunities: Local production is small, and the market is forecast to grow, which gives room for EU products to 
enter the market. Another advantage is the fact that the EU is a well-known and trusted pasta producer. 

  
 
 
 
 
 
224 | Page  

5.14 Baked goods 

5.14.1  SWOT analysis 

Thailand - Market Entry Handbook  

STRENGTHS (+) 
  Baked goods increasingly consumed in Thailand. 
  Convenience  of  baked  goods  an 

increasingly 

desired trait. 

OPPORTUNITIES (+) 

 

 

The  rise  in  the  demand  for  baked  good  products 
gives EU producers a window of opportunity. 
Thais  are  willing  to  spend  more  on  baked  goods 
that  have  nutritional  added  value  and  increased 
interest in health with the PHO ban. 

WEAKNESSES (-) 
  Domestic players can largely meet local demand. 
  Domestic  producers  accustomed  to  producing 
incorporate 

Thai-centric  baked  goods  which 
products such as durian and pineapple. 

THREATS (-) 
  Malaysia  is  a  major  exporter  of  baked  goods  to 

Thailand.  

  Consumers concerned about the health effects of 

baked good consumption . 

5.14.2  Consumption 

5.14.2.1 Evolution of consumption 

As illustrated in Figure 5-62 below, bread had the largest market value of a category in the baked goods 
sector in Thailand with a market value of EUR 320 million which is a helped with a CAGR of 7.7% since 
2013; this growth rate is forecasted to remain largely the same for the forecasted period up until 2023. 
Pastries in Thailand have a market value of roughly EUR 300 million and has grown faster than bread in 
recent years with a CAGR since 2013 of 9.3%; a rate that is forecasted to remain high albeit slightly slower 
than recent years with it being 8.2% up until 2023. Cakes have a market value in Thailand of EUR 196 
million  which  has  been  helped  achieved  through  a  9.0%  CAGR  since  2013.  Looking  ahead  cakes  are 
expected to grow at 7.5% per year until 2023. Desert mixes have a significantly smaller market from the 
largely three categories of EUR 1.2 million and is expected to grow slower than the other categories with 
a forecasted CAGR of 4.7% up until 2023. 

  
 
 
 
 
225 | Page  

Thailand - Market Entry Handbook  

Figure 5-62: Evolution and forecast of baked goods market in Thailand (million EUR), 2013-2023; total value 

3
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s
a
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o
F

10.0

8.0

6.0

4.0

2.0

0.0

Pastries
299.7

Dessert Mixes
1.2

Cakes
196.1

Bread
320.9

-2.0

0.0

-2.0

2.0

4.0

6.0

8.0

10.0

12.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

5.14.2.2 Consumer profile and purchase criteria 

Consumers 
Consumers of baked goods in Thailand incorporate all incomes and ages to some extent as they are readily 
available throughout the country. Examples of baked goods from Thailand include Khanom bueang and 
roti bread. Thais are increasingly placing a value on premium products that can provide nutritional added 
value and producers in the baked goods sector have begun to increase production in such products to 
cater to this demand. Typically, consumers of premium products will have higher incomes; however low-
income earners will continue to purchase them if they feel particularly loyal to the product, such loyalty 
comes from traits such as flavour something that is often a key determent in the consumption habits of 
Thai  consumer.  Bakery  products  that  incorporate  exotic  flavours  that  Thai  consumers  often  look  for 
include sweet potatoes buns, durian buns and Hokkaido milk buns, more niche products will have flavours 
such as bamboo charcoal, beetroot and rice berry.  

The convenience of baked goods appeals strongly to consumers; most notably, increasingly hectic lives 
which comes from an increasingly urban population means that consumers leading such lives value the 
convenience that baked goods offer. Baked goods products that specifically cater to this demand include 
quick grab and eat products such as berry muffins and coconut cookies but in general most baked goods 
will appeal to the consumer in relation to convenience. 

Drivers and method of consumption 
Thais will typically consume baked goods as a quick snack during their day to day activities, with lunch 
being the main meal they will sit down and consume a baked good product. In Thailand the distinction of 
which dish for a particular part of the day is not set in stone, so consuming baked goods can occur at any 
part of the day. However, it is rarely a part of a larger meal but rather a standalone snack. Bread is typically 
consumed as a side option to main dishes, however the consumption of bread in Thailand generally is not 
so great. 

  
 
 
 
 
 
 
 
 
 
 
226 | Page  

Thailand - Market Entry Handbook  

In  terms  of  drivers,  pop-up  stands  are  an  increasingly  common  sight.  Domestic  players  such  as  Good 
Morning Farmhouse have begun to set up pop-up stands to sell their baked good products in Thailand’s 
urban centres, the company has also set up vending machines which are popular in Thailand and stocked 
them up with baked good products. It is expected that many other players will follow in the example from 
Food Morning Farmhouse in the country. 

Furthermore,  producers  have  become  acutely  aware  of  the  significance  of  the  Internet  for  promoting 
some baked goods. Consumers seeking new and unique flavours have increasingly sought them through 
the  internet  with  many  social  media  influencers  promoting  these  flavours  on  their  perspective  social 
media channels. Producers have sought these influencers to promote their goods in the country, typically 
the healthier varieties of baked goods they have on offer. 

Purchase criteria 
Thai consumers are willing to spend more on a baked goods product they perceive to be of a higher quality 
in  term  of  nutritional  and  flavours  then  other  alternatives.  Many  low-income  earners  will  continue  to 
consume cheaper alternatives; however, a producer that is able to produce high quality goods can be 
expected, despite a higher price, to have a loyal following of consumers in the market. Unpackaged baked 
goods are increasingly preferred as a result of a rise in health-conscious consumers.68 

5.14.2.3 Recent market trends 

As  stated  previously,  the  rise  of  health  consciousness  combined  with  the  desire  for  increased  unique 
flavours from Thai consumers are the defining trends in this sector and will influence the market here for 
years  to  come.  Producers  are  increasingly  engaging  in  new  and  unique  ways  to  raise  awareness  and 
consumption of their products with pop-up stands selling baked goods next to busy areas such as the line 
at a bus station and the rise of baked goods vending machines making these products increasingly visible 
of the streets of Thailand. 

5.14.3  Offer 

5.14.3.1 Domestic production 

Large  domestic  players  dominate  the  market  in  Thailand  which  is  due  in  part  to  their  wide  variety  of 
assortments, a wide distribution market, competitive prices and brand loyalty. Farmhouse has the largest 
brand share of baked goods in Thailand with 22%, its share compounded by recent innovations such as 
pop-up stands in urban areas. Le Pan is the second largest with 12% of the brand market share in the 
country. These brands typically produce products with artificial food additives which can be discouraging 
to consumers in the country allowing producers such as cubic bread and the oven farm to gain ground 
through  their  healthier  options  and  growing  distribution  networks.  There  are  a  number  of  smaller 
producers which cater to specific regions of Thailand, such as Secret recipes (Thailand) which focuses of 
the Bangkok metro area. In addition, there are several retail chain bakeries that span the country with 
notable  examples  including  coffee  beans  by  Dao  and  Breadtalk.  Investments  in  new  facilities  in  the 
country  such  as  the  construction  of  a  new  bread  and  bakery  factory  in  Bangkok  at  the  Lat  Krabang 

  
 
 
 
 
 
 
 
227 | Page  

Thailand - Market Entry Handbook  

Industrial  Estate  should  move  to  ensure  that  general  domestic  production  in  this  sector  in  Thailand 
continues to grow.68 

5.14.3.2 Imports and exports 

As observed below in Figure 5-63, Thailand overwhelmingly exports more baked goods then it imports. In 
2019 Thailand exported a market value of EUR 176 million are rise from the EUR 145 million it exported 
in 2018. Thailand imported a market value of EUR 79 million worth of baked goods in 2019 a rise of EUR 
10 million from 2018. 

Figure 5-63: Trade balance (imports and exports) of baked goods in Thailand, 2015-19; tonnes 

0
0
0
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l

)
e
v
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=
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;
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v
i
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i
s
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=
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o
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m

i
(

100 000

50 000

 0

-50 000

-100 000

-150 000

-200 000

2015

2016

2017

2018

2019

Exports

Imports

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 190590. 

As illustrated in Figure 5-64 Malaysia is by far the largest exporter of baked goods to Thailand with a total 
export value of EUR 50 million in 2019, a rise from the EUR 13 million worth of baked goods Malaysia 
exported  to  Thailand  in  2015.  Geographical  proximity  and  cultural  similarities  help  compound  trade 
between the two countries. Vietnam is the second largest baked good exporter to Thailand with a market 
value of EUR 6 million in 2019 followed by Japan with a market value of EUR 5 million. France is the largest 
EU exporter of baked goods to Thailand with a market value of EUR 1.7 million in 2019. Germany and 
Spain are amongst the top ten baked goods exporters to Thailand however the value of their exports are 
small with both being below the EUR 1 million mark.  

68 
https://www.rvo.nl/sites/default/files/2013/08/Business%20Opportunities%20Study%20in%20Thai%20Bakery%20
Sector.pdf ; Euromonitor International: Packaged food, 2020 

  
 
 
 
 
 
 
 
                                                            
 
 
 
 
 
 
 
228 | Page  

Thailand - Market Entry Handbook  

Figure 5-64: Thai imports of baked goods by country, 2015-19; tonnes 

90 000

80 000

70 000

60 000

50 000

40 000

30 000

20 000

10 000

0
0
0
R
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E
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l

 0

2015

2016

2017

2018

2019

Malaysia

Viet Nam

Japan

EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN code 190590.  

5.14.3.3 EU GI products 

No EU GIs for bakery products are registered in Thailand at present. 

5.14.3.4 Main competitors 

The main competition in this market comes from the large number of domestic producers in the country 
which can largely cater to the demands of the consumer base. Malaysia is by far the biggest competitor 
internationally  and  will  likely  remain  the  largest  exporter  of  baked  goods  to  Thailand  as  the  country 
borders Thailand and has a growing baked goods production in their own right.  

5.14.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry for baked goods can be found in section 4.2. EU baked 
goods imports generally face MFN tariffs of 30%.  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1905  

Customs procedures  
A list of standard documents required for the import of baked goods into Thailand is presented in Table 
4-1 and Table 4-2 in section 4.2.1. Notably this includes an import licence for foodstuffs. Bread generally 

  
 
 
 
 
 
 
 
 
 
 
 
 
229 | Page  

Thailand - Market Entry Handbook  

falls under the category of “other food with standardised labelling”, while other baked goods fall under 
standardised food. The former category not subject to the GMP certification requirement while the latter 
is. It is worth confirming the Thai FDA classification of any bakery goods prior to export as, if considered 
a standardised food, further requirements including the GMP certificate will be required; or if in doubt, 
consider it a standardised food and provide documents to that effect. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1905&countryid=TH  

SPS measures, standards 
It  is  important  to  note  that  Thailand  implemented  a  ban  on  partially  hydrogenated  oils  (PHOs)  and 
products containing these. Thai FDA inspectors at ports of entry may request proof that certain categories 
of food do not contain PHOs. Bakery goods are among the goods for which this evidence can be requested. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1905&countryid=TH#h20  

Labelling  
Labelling of packaged baked goods has to follow general label requirements set out in section 4.2.3.  

5.14.5  Distribution  

As observed in Figure 5-65 virtually all of the baked goods sold in Thailand will be sold through grocery 
retailers, with a split between traditional grocery retailers (51.7%) and modern grocery retailers (47.6%) 
occurring.  A  further  breakdown  illustrates  that  the  sales  of  baked  goods  occur  in  a  variety  of  grocery 
retailers with food/drink and tobacco specialist having the largest distribution share at 25% followed by a 
22.6%  share  for  hypermarkets.  Convenience  stores  have  a  14.6%  share  which  is  growing  while 
independent small grocers at 13.9% has seen a decline. Internet retailing is expected to grow in Thailand 
however present baked goods distributed through this channel account for only 0.5% of sales.  

  
 
 
 
 
 
 
 
  
230 | Page  

Thailand - Market Entry Handbook  

Figure 5-65: Distribution channel overview of baked goods in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020. 

5.14.6  Challenges for EU products 

The challenge for EU products comes from domestic producers largely meeting the demands locally and 
having the experience in producing Thai centric based goods which incorporate local ingredients such as 
durian.  Baked  goods  in  Thailand  typically  comprises  products  that  are  produced  in  the  country  or  in 
neighbouring Malaysia. The rise of a health conscious consumer base has increased demand for healthier 
baked good alternatives which may present a small window of opportunity for EU producers. 

Market Takeaway: Baked goods 

Consumption: Consumed as a snack item mainly, consumers appreciate the convenience of baked goods products. 
Competition: Domestic producers can largely meet the demands of the market in Thailand with Malaysia presenting 
to largest sole competitor from outside Thailand. 
Distribution:  Sold  through  a  variety  of  grocery  retailers  with  food/drink  and  tobacco  specialist  being  the  largest 
distributor, followed by hypermarkets, convenience stores and small independent grocers. 
Challenges: Many producers in Thailand are accustomed to producing Thai-centric baked goods which incorporate 
local products such as durians and pineapples, giving them an advantage over EU producers. 
Opportunities: A rising demand for healthier alternatives may give EU producers a window of opportunity in this 
market. 

  
 
 
 
 
 
 
231 | Page  

Thailand - Market Entry Handbook  

5.15 Biscuits and cereal bars 

5.15.1  SWOT analysis 

STRENGTHS (+) 

WEAKNESSES (-) 

  Biscuits  and  cereal  bars  are  growing 

in 

 

 

 

consumption Thailand. 
Tourist  from  western  nations  accustomed  to 
consuming  biscuits  and  cereal  bars  compounded 
the growth in consumption. 

OPPORTUNITIES (+) 

Snack bars yet to have a meaningful impact on the 
market  in  Thailand,  EU  producers  of  this  product 
will face less competition. 
Thais place an emphasis on flavour, and unique EU 
biscuits such as Danish butter cookies may garner 
a small following in Thailand.  

5.15.2  Consumption 

5.15.2.1 Evolution of consumption 

 

 

Thais  are  price  sensitive  about  these  products  in 
particular. 
Flavours  are  a  valued  trait  and  Thailand  has  the 
capacity to produced unique flavours domestically. 

THREATS (-) 
  Malaysia  and  Indonesia  the  largest  exporters  to 

Thailand account for half of exports. 

  A desire for healthier alternatives puts pressure on 

producers to adapt. 

As can be observed below in Figure 5-66, sweet biscuits are by far the most popular biscuit product in 
Thailand with a market value of EUR 305 million which has been helped through a 7.1% CAGR since 2013. 
Looking ahead it is expected that sweet biscuits will grow by a CAGR of 8.4% up until 2023. Snack bars 
have had a CAGR of 7.8% since 2013 to today have a much smaller market value of EUR 7.8 million. Snack 
bars are expected to have a CAGR of 6.5% up until 2023.  

Figure 5-66: Evolution and forecast of the market for sweet biscuits and snack bars in Thailand, 2013-2023; EUR million 

3
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10.0

8.0

6.0

4.0

2.0

0.0

Sweet Biscuits
305.4

Snack Bars
2.7

-1.0

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

-2.0

Historic CAGR % 2013/18

Source: Euromonitor International: Packaged Food, 2020. 

  
 
 
 
 
 
 
 
 
 
 
232 | Page  

Thailand - Market Entry Handbook  

5.15.2.2 Consumer profile and purchase criteria 

Consumers 
Biscuits  and  cereals  bars  appeal  to  consumers  in  the  country  in  a  number  of  ways.  Firstly,  however  it 
should  be  noted  that  consumers  of  middle  and  higher  incomes  can  readily  afford  to  purchase  a  wide 
variety of biscuit and cereal bar products; and these products are available throughout the country of 
Thailand.  

Nonetheless, these products have been in indirect competition with fruit snacks, as Thailand produces an 
abundance  of  fruits.  In  response  to  this,  it  is  increasingly  common  for  biscuits  and  cereal  bars  to 
incorporate some of these produces into their products. Okra, pineapple and berry are particular fruits 
that can be found in Thai biscuits and this added flavour appeals to consumers; flavour is an important 
determinant for Thai consumers with plain biscuits having the lowest appeal to consumers in the country.  
While it has been shown that Thais will be willing to spend more to obtain products they desire, this desire 
is  strained  in  relation  to  biscuits  and  cereal  bars  with  many  producers  adapting  to  offering  cheaper 
alternatives to their mainstream products in an effort to capture a share of the low-income market which 
typically passes up on purchasing biscuits and cereal bar products. 

 Thai  consumers  have  a  desire  for  filled  biscuits  with  it  being  the  most  popular  type  of  sweet  biscuit 
amongst consumers. Chocolate coated biscuits are the second most popular category followed by wafers 
and then cookies. As previously noted, plain biscuits are typically not too popular in Thailand. 

Drivers and method of consumption 
As inferred above, biscuits and cereal bars are generally consumed as a snack; which can be at any point 
of the day. Certain drivers for consumption stand out: 

•  Smaller  packages  a  new  way  of  increasing  demand.  As  many  Thais  are  price  sensitive  in  this 
category, any effort to reduce costs to the consumer tend to be well received in this category. 
Producers  such  as  Oreo,  Fun-O  and  Cream-O  have  introduced  smaller  packages  with  smaller 
biscuits  at  a  lower  price  which  resonates  with  lower  income  earners  who  typically  pass  up 
purchasing larger packaged biscuit products. 

•  Eccentric tourists seek unique flavours. A recent drive noted in touristic hotspots has been the 
desire for biscuit and cereal bars which incorporate local flavours. Westerners in particular who 
are more accustomed to the consumption of biscuit and cereal bar products have been seeking 
Thai alternatives creating a small submarket for producers to compete in. Products desired by 
tourist typically include products with durian, longan and pineapple. 

•  Snack bars have yet to make an impact in Thailand. The variety of fresh fruits, street foods and 
biscuits available in Thailand has proven to provide stiff competition for snack bars which have 
yet to make a significant impact in the market there. Some brands have disappeared recently in 
the country as demand hasn’t been enough to facilitate their production. The rise of an urban 
population seeking convenience foods may in the future cause a growth in snack bar production.  

  
 
 
 
 
 
 
233 | Page  

Thailand - Market Entry Handbook  

Purchase criteria 
Thais typically will spend more to obtain their favourite products however this sector has largely bucked 
this trend with consumers of biscuit and cereal bar products placing an emphasis on the price of these 
products. These products are still viewed as a treat product by many Thais and as such price plays a larger 
role. Gifts in Thailand are typically in the form of fruits and vegetables with the gifting of biscuits being a 
less common occurrence hence the market for luxury biscuits and cereal bars to cater to this practise is 
small. Producers that make steps to lower the prices of their products such as Oreo with their smaller 
packages will resonate better with the Thai consumer base.  

5.15.2.3 Recent market trends 

Producers have been moving towards the production of healthier biscuit and cereal bar alternatives in 
recent years in an effort to capitalise on the growing demand for health-based products. Price plays a 
large role in this sector and producers have adapted accordingly with new smaller and cheaper packages 
of  sweet  biscuits  being  available  to  Thai  consumers.  Snack  bars  have  struggled  to  gain  ground  in  this 
market and will have to continue adapting to Thai consumption habits in order to generate meaningful 
growth in the country.  

5.15.3  Offer 

5.15.3.1 Domestic production 

Domestic production in Thailand for this sector is unique in that International players producing locally 
have a defining role in the market here. The largest player in the Thai biscuit and cereal bar sector is URC 
(Thailand) a company based in the Philippians with a market share of 27.5%. Thai glico co is the second 
largest company in the market here and is owned by the Japanese producer Ezaki glico and have a share 
of 16.7%. Mondelez has the third largest share of the market in Thailand with a 7.9% share of the market. 
The largest domestic player in the market is KCG Corp co with a market share of 3.6%. Many producers in 
Thailand will cater for smaller regions of the country such as Thai lotte co which focuses mainly on the 
Bangkok metro area.  

5.15.3.2 Imports and exports 

As observe in Figure 5-67 the importation and exportation of biscuit and cereal bars has remained largely 
equal in recent years. Exports have grown slightly in recent years while imports have remained largely 
stable.  

  
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

Figure 5-67: Trade balance (imports and exports) of biscuits, waffles and wafers in Thailand, 2015-19; tonnes 

0
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I
(

)
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n

150 000

100 000

50 000

0

-50 000

-100 000

-150 000

2014

2015

2016

2017

2018

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN codes 190531 and 190532.  

Import

Export

As shown below in Figure 5-68 it is observed that Indonesia is the largest exporter of biscuit and cereal 
bars to Thailand followed by Malaysia, together these nations represent over half of the total exports of 
biscuit and cereal bars to Thailand. Austria is the largest exporter of biscuit and cereal bars from the EU 
with Germany, Italy and Poland also making up the top ten largest exporters.  

Figure 5-68: Thailand imports of biscuits, waffles and wafers by country, 2015-19; tonnes 

120 000

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80 000

60 000

40 000

20 000

0
2014

2015

2016

2017

2018

Indonesia

Malaysia

EU

Rest of the world

Source: Trade Map, International Trade Centre - https://www.trademap.org/  
Data for CN codes 190531 and 190532.  

  
 
 
 
 
 
  
 
 
 
 
 
 
235 | Page  

5.15.3.3  EU GI products 

Thailand - Market Entry Handbook  

No EU GIs for biscuits/cereal bars are registered in Thailand at present. 

5.15.3.4 Main competitors 

The main competition for EU producers comes from the nations of Indonesia and Malaysia which both 
together account for over half of the total biscuit and cereal bar exports to Thailand. Within Thailand a 
number of producers exists which can cater to the unique demands of the Thai consumer base in relation 
to price, nutritional value and the desire for products with a sweet flavour such as sweet biscuits.  

5.15.4  Specific market entry requirements 

Market Access and Entry  
All general rules about market access and entry for biscuits and cereal bars can be found in section 4.2. 
EU biscuit imports generally face MFN tariffs of 20%.  

Detailed information on import duties and Rules of Origin can be consulted on the European 
Commission website:  
https://madb.europa.eu/madb/atDutyOverviewPubli.htm?countries=TH&hscode=1905  

Customs procedures  
A list of standard documents required for the import of biscuits and cereal bars into Thailand is presented 
in Table 4-1 and Table 4-2 in section 4.2.1. Notably this includes an import licence for foodstuffs; and, as 
biscuits are normally considered as standardised food, a GMP certificate in Thai or English. 

Any other up to date information on appropriate documents concerning customs procedures can be 
consulted on the European Commission website:  
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1905&countryid=TH  

SPS measures, standards 
It  is  important  to  note  that  Thailand  implemented  a  ban  on  partially  hydrogenated  oils  (PHOs)  and 
products containing these. Thai FDA inspectors at ports of entry may request proof that certain categories 
of food do not contain PHOs. Biscuits and cereal bars, through their association with the broader category 
of baked goods, are among the goods for which this evidence can be requested. 

As a standardised food, there is specific legislation covering microbiological and general contamination. 
However,  given  this  was  mainly  introduced  to  standardise  informal  production  inside  Thailand,  it  is 
unlikely to pose a challenge for goods imported from the EU; and no historical cases of problems with it 
have been identified for EU exporter. 

Up to date information on appropriate documents concerning SPS measures: 
https://madb.europa.eu/madb/viewPageIFPubli.htm?doc=overview&hscode=1905&countryid=TH#h20  

  
 
 
 
 
 
 
 
 
 
 
 
 
236 | Page  

Thailand - Market Entry Handbook  

Labelling  
As standardised food, biscuit and cereal bar labelling has to follow general label requirements set out in 
section 4.2.3.  

5.15.5   Distribution  

As  observed  in  Figure  5-69  below  grocery  retailers  account  for  87.5%  of  distributed  biscuit  sales  in 
Thailand which further breaks down to modern grocery retailers at 64.2% followed by traditional grocery 
retailers at 23.3%. Hypermarkets are the largest sole trader of biscuit products with 34% of distributed 
sales.  17.4%  of  sales  come  from  convenience  stores.  Traditional  grocery  retails  account  for  23.3%  of 
distributed biscuit sales with independent small grocers accounting for 20% of this share. Other foods 
non-grocery specialist account for 5.8% of sale followed by health and beauty specialist account for 5.1% 
of sales. Internet retailing is a growing distribution channel with a current percentage of 1.6% which is 
expected to grow. 

Figure 5-69: Distribution channel overview of sweet biscuits in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020.  

As illustrated in Figure 5-70 below it can be shown that snack bars are predominantly distributed through 
modern  grocery  retailers  which  have  an  80%  share  of  distributed  sales  of  the  product.  Hypermarkets 
accounted for over half of sales. Supermarkets accounted for 13.1% while convenience stores accounted 
for  12.4%.  Independent  small  grocers  accounted  for  11.2%  of  sales  followed  by  health  and  beauty 
specialist which accounted for 7.1% of sales. 

  
 
 
 
 
 
 
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Figure 5-70: Distribution channel overview of snack bars (including cereal bars) in Thailand (2018); retail value 

Source: Euromonitor International: Packaged Food, 2020.  

5.15.6  Challenges for EU products 

The main challenges for EU products come from the level of biscuits and cereal bars produced already in 
Thailand  coupled  with  snack  bars  struggling  to  gain  a  meaningful  impact  in  the  market.  Malaysia  and 
Indonesia present themselves as the two largest competitors from outside of Thailand as these countries 
both account for over half of total exports of biscuits and cereal bar product to Thailand. 

Market Takeaway: Biscuits and Cereal bars 

Consumption: Consumed largely as a treat product in Thailand with many aspects associated with health still a desire 
such as the incorporation of fruit products.  
Competition: Domestic production largely meet the domestic market demand with Indonesia and Malaysia being the 
biggest competitors from outside Thailand. 
Distribution: Both products largely distributed through modern grocery retailers with health and beauty specialist 
and independent small grocers also being a significant distributor.  
Challenges: Price remains a large challenge for producers with producers readily adapting to make their products 
cheaper. Biscuits and cereal bars are an anomaly largely as Thai consumers aren’t typically very price sensitive. 
Opportunities: Snack bars have yet to have a meaningful impact in the Thai market, EU producers that can adapt 
their products to the Thai market and market them efficiently will be entering a largely untouched market.  

  
 
 
 
 
 
 
 
 
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6  Communication  

Thailand - Market Entry Handbook  

Thailand has a well-developed mass media network, with standards of media infrastructure in the country 
generally being better than that of other nations in the region. The Thai government and the military of 
the country have a significant control of the media in the country and what is published. Multichannel TV 
via  satellite  and  cable  is  widely  available  and  the  media  scene  in  the  country  is  very  competitive, 
particularly  in  Bangkok;  despite  the  large  number  of  regulations  set  by  the  government  in  relation  to 
media  output.  The  rise  of  the  internet  has  drastically  changed  the  media  landscape  in  Thailand  and 
Internet continues to penetrate a larger segment of the consumer base in Thailand. Currently, Thailand is 
ranked 140th in the world press freedom index, largely as a result of the role the government plays in 
regulating and controlling media in the country. 

6.1.1  Online & Digital Media 

The internet  remains  the  most popular medium in  Thailand for  the exchange of information, a recent 
upgrade of the internet to 4G has helped improve the quality and coverage of the internet in Thailand. 
Today over half of Thais use the internet with 73% of them using it through smartphone devices. The most 
popular activity amongst Thai internet users is social media. Social media has drastically altered consumer 
spending  decisions  as  many  consumers  now  refer  to  the  internet  to  seek  new  products  and  review 
prospective ones. The three most popular social media platforms in the country are YouTube, Facebook 
and Line. 69 

Digital advertising agencies (see box below for a few of them) may provide companies with support to 
develop a successful digital marketing strategy.  

Selected Digital Advertising Agencies in Thailand: 

Trends Digital, https://www.trendsdigital.com/  

Vertigo Video Productions https://www.vertigovideoproductions.com/  

Vault Mark  https://vaultmark.com/  

Invisible Ink https://www.invisibleink.asia/  

AUN Thai Laboratories https://www.aun-thai.co.th/  

Marketing Bangkok  https://www.marketingbangkok.com/  

BFP Agency  https://bpfagency.com/  

Digital marketing in Thailand incorporates appropriate advertising for products with many digital agencies 
on  the  ground  in  the  country  being  much  more  accustomed  to  working  within  the  strict  regulatory 
framework  of  the  Thai  mass  media  landscape.  This,  along  with  cultural  sensitives  which  may  not  be 

69 Info Quest, Thailand Media Landscape, Available at https://blog.infoquest.co.th/iqmedialink/ 

  
 
 
 
 
 
 
                                                            
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apparent at the onset to outsiders make working with domestic digital marketing agencies an effective 
way to adapt advertising to the Thai market.  

6.1.1.1  Social media platforms 

As  mentioned  above,  social  media  is  popular  in  Thailand  and  a  new  phenomenon  in  the  country  is  to 
increasingly use social media profiles to advertise products with many profiles acting as both a personal 
and business profile for users. Data from various sources including Wisesight, a social media analysing 
service in Thailand, showed that approximately 41 million people in Thailand had a Facebook profile, over 
5 million had a twitter profile, 14 million used Instagram and 33 million used LINE. YouTube is the most 
popular social media platform however users don’t need a profile to access this service. Kaidee is a hugely 
popular online marketplace in Thailand and boasts 35 million users. 

YouTube 
YouTube  is  the  most  used  social  media  platform  in  Thailand  with  an  estimated  96%  of  internet  users 
viewing at least one video on the platform per week through  direct and indirect  means.  YouTube has 
become a leading platform for the promotion of goods and services in the country and it is not uncommon 
for brands to partner with YouTube channels of a large following in Thailand to advertise their goods and 
services. Many users are younger with the most popular social media platform for the older generation X 
users being LINE. 

Facebook 
Facebook is an important social media platform with many profiles also acting as a business page for users. 
Approximately 41 million people in Thailand have a Facebook profile which places the country as having 
the world’s 8th highest number of Facebook users, one spot lower than neighbouring Vietnam. Facebook 
incorporated the Facebook live feature in Thailand in 2016 and this has since become extremely popular 
in the country with many users viewing important news events and influencers in the country to gain 
information that will affect their consumer habits.  

Selected Top Facebook influencers in Thailand  

Kholod 

 Workpoint Entertainment 

CH7HD 

Thairath 

Mario Maurer 

Ichitan  

Bhin Fanclub   

  
 
 
 
 
 
 
 
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LINE  
Line is a popular messaging app in Thailand and is popular amongst users as it does not require a lot of 
data to install, plus it has many video recording and messaging features which appeal to Thai consumers. 
Line is the third most popular social media platform in Thailand but is the most popular amongst older 
consumers. The app originated in Japan and has since gained popularity in Asia.  

Instagram 
Instagram has a large following in Thailand of roughly 14 million users which accounts for almost 20% of 
the country’s population. The majority of users – over 60% - are female, with the most popular age group 
using Instagram being between the ages of 18-24 at 5 million users. Instagram influencers have gained an 
importation role in influencing the consumer habits from users with many influencers advertising Thai 
and imported products on their profiles.70 

Selected Top Instagram influencers in Thailand 
Blackpinks Lisa 

Aum_Patchrapa  

Bambam1a  

Chomismaterialgirl  

Urassayas  

Bellacampen 

Kaidee 
Kaidee  –  an  online  marketplace  with  elements  of  social  media  -  is  the  largest  online  marketplace  in 
Thailand and boasts over EUR 2 billion in transaction values. It is estimated that Thais will visit the Kaidee 
website collectively over 30 million times a month. It is estimated that there are roughly 5000 items sold 
on the platform which largely solely to the Thai market. Many small business owners in Thailand will now 
use Kaidee as a channel to advertise and sell their products.  

6.1.1.2  Food blogs 

Food bloggers in Thailand have a large following as the many ethnic dishes from the country are popular 
both domestically and abroad. Many followers of Thai food bloggers will also be interested in the varied 
cooking and seasoning techniques used throughout Thailand with many regions having their own specific 
blend which increases curiosity from both Thais and outside onlookers. Some notable blogs include: 

•  Thai food Master; started by expats in the country, the Thai food master blog is one of the more 
recognisable  food  blogs  about  ethnic  Thai  dishes  with  a  large  following  both  in  Thailand  and 
abroad. 

70 Info Quest, Thailand Media Landscape, Available at https://blog.infoquest.co.th/iqmedialink/ 

  
 
 
 
 
 
 
                                                            
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• 

•  OHHAPPYBEAR;  is  a  food  blog  centred  around  the  many  variety  of  foods  found  in  the  city  of 
Bangkok. The Blog is popular with residences and won the 2019 best food blog award in Thailand. 
Sirinyas Thailand; founded by Thai-German blogger Sirinya Pakditawan this blog reports on Thai 
ethnic food festivals and the many variety of new foods unveiled at these festivals.  
She Simmers; is a food blog in Thailand which focuses on the diverse tastes of the Thai cuisine 
and is run by Leela Punyaratabandhu, a Thai national based in Bangkok,  

• 

6.1.2  Traditional Media 

Traditional  media  in  Thailand  is  highly  competitive,  especially  in  the  Bangkok  metropolitan  area. 
Traditional media remains an important source of information for many Thais, however the government 
and military exert a lot of influence on the media produced through this medium in particular. 

•  Newspapers remain popular in Thailand with the largest newspaper being Thairath which has a 
daily  circulation  of  roughly  1  million,  followed  by  Khao  Sod  with  950  000  newspapers  in  daily 
circulation. The largest news agencies in the country are NNT, Thai News Agency and Independent 
News Network. 

•  Television: Television first arrived in Thailand in 1955. Television has slowly moved from analogue 
to digital in Thailand with digital viewers representing roughly half of television viewers in the 
country. Some of the most popular TV channels in the country include Channel 7, Channel 3, Mono 
TV, Workpoint TV and Amarin TV.  

•  Radio: the use of Radio Is popular in Thailand and competition in this media space is fierce. A 
growing number of people have switched to online radio, however conventional radio remains 
the  most  popular  medium.  Radio  broadcasts  in  Thailand  are  regionalised  with  many  radios 
stations reporting on events in local areas - which in Bangkok can mean a small district in the city. 

6.1.3  Fairs and exhibitions 

A large number of food and beverage fairs and exhibitions take place in Thailand as the country is situated 
at the crossroads of many cultures and markets which makes it a prime located for producers in both 
Thailand and its neighbouring vicinity to advertise their products in the country. Bangkok is often referred 
to  as  the  gateway  to  south  east  Asia,  and  by  extension  the  ASEAN  bloc  which  makes  it  an  appealing 
location  to  promote  agri-food  and  beverages.  As  Thailand  has  a  rich  cultural  culinary  tradition  many 
events celebrating Thai foods also take place in the country which attracts international interests.  

A list of major fairs/exhibitions in 2020 can be found in section 8.4. 

6.2  Advertising regulations 

Advertising  in  Thailand  is  subject  to  the  Consumer  Protection  Act  of  1979,  in  addition  to  other  laws 
depending on the type of product or service. The Act creates serious criminal penalties for any violations; 
therefore, it is important that businesses ensure that their advertisements are compliant, in order to limit 
any  possible  legal  liability.  Generally,  Thai  consumer  protection  law  regarding  advertising  follows  the 

  
 
 
 
 
 
 
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same standards as in other countries with certain products such as alcohol facing stricter regulations. The 
Act prohibits the following types of statements:  

•  A  statement  which  is  false  or  exaggerated;  except  that  a  statement  which  an  ordinary  person 

knows cannot be true is not prohibited; 

•  A statement which will cause misunderstanding in the essential elements concerning goods or 
services, notwithstanding it is based on or refers to any technical report, statistics or anything 
which is false or exaggerated; 

•  A statement which is directly or indirectly encouraging the commission of an unlawful or immoral 

act, or which adversely affects the national culture; 

•  A statement which will cause disunity or adversely affects the unity among the public. 

In addition to the aforementioned act, it should be remembered that there are serious restrictions on the 
advertising of baby food and alcohol in Thailand. 

The government of Thailand exerts a lot of influence on advertising in Thailand and will come down hard 
on any advertiser which violate the advertising regulations of the country.  

Further detailed information about advertising rules and the Code of Advertising conduct can be found 
at the Asian Lii official website: http://www.asianlii.org/th/legis/consol_act/cpa1979246/ 

  
 
 
 
 
 
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7  Thailand Etiquette 

7.1  Quick facts 

Business Culture 
Thai business culture mirrors similar practices in the region such as the value of saving face and keeping 
strictly to set times. As Thailand was not subject to western colonisation, many western business trends 
have not impacted the business culture here, with the business culture keeping its traditional features 
instead. The concept of Sanuk is important to the business culture of the country; Sanuk is essentially the 
effort  to  achieve  satisfaction  is  ones  work  and  to  make  the  most  out  of  any  given  situation.  Personal 
relationships  are  important  in  Thailand  and  one  should  expect  to  conduct  many  meetings  in  order  to 
negotiate a successful agreement with many of the first meetings revolving around getting to know each 
other and building trust, which is important to Thais. 71 

Hierarchies  is  important  to  Thais  and  extends  from  the  business  culture  to  society  as  a  whole  with 
individual status such as education, income and seniority determining the role an individual will play in 
business negotiations. It is expected that individual pay respect to senior members of the team and ensure 
their actions do not cause them to lose face. Thais tend not to challenge the heretical structure and will 
follow the actions desired by senior members of the team. 

Gifting is not a common practise in Thailand during business meetings. However the gifting of fruit during 
a first meeting will be well received, though one should not expect it to be reciprocal.  

Thais place a large value on business cards, and you must handle these business cards with respect as the 
condition you treat this card will be perceived as your feeling towards the person in general. Cards are 
usually presented on a first meeting and you will be expected to have cards with you. Typically, cards will 
be in both Thai and English, with Thai taking preference. It is important that you examine the card in detail 
before storing it as failing to do so may cause the giver of the card to lose face which will result in an 
uneasy business meeting.  

Naming 
The first name is followed by the surname and many Thai surnames will be very long by western standards 
often having ten plus letters in their name. As Thai surnames are long; it is common to refer to people by 
their first names followed by Khun which is a non-gender specific equivalent to Mr or Ms. Many Thais will 
have nicknames; however one should only refer to Thais by their nickname once being invited to do so. 
Thais  may  choose  to  use  a  westernised  name  when  conversing  with  westerners  in  order  to  create 

Thailand: 

71 
Trade 
https://santandertrade.com/en/portal/establish-overseas/thailand/business-
practices?&actualiser_id_banque=oui&id_banque=17&memoriser_choix=memoriser 

Santander 

practices, 

Business 

Markets, 

Available 

at 

  
 
 
 
 
 
 
                                                            
 
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familiarity and out of respect for the fact that the Thai language is particularly difficult for outsiders to 
understand. 72 

Visits 
Visits to people’s houses are mostly pre-arranged in Thailand and it is uncommon for individuals to arrive 
unannounced with the exception of close friends. If invited into a Thai household one should note that 
there exist some unwritten rules. You should refrain from raising your voice and this will be perceived as 
an  expression  of  anger  even  when  that  is  not  the  intention.  Taking  your  shoes  off  is  important  and 
expected. Bringing a gift is not expected and could be perceived slightly as insulting as many Thais take 
pride in their households and receiving a gift might imply that the household is in a poor condition. You 
should try to refrain from having your head intentionally above your host as this may be perceived as 
disrespectful due to the reverence of the head in Thai culture.  

Dining 
Dining rules in Thailand can be confusing for outsiders but must be respected as they are long established 
in the country. Unlike in western countries where the head of the table is the most important, the host 
will typically sit in the middle of table and if you are an “honoured” guest you will sit directly across from 
them. The spoon is the primary utensil used in Thailand with forks being used much less frequently than 
in other nations. Thais will typically use a spoon with their right hand and a fork with their left. Seasoning 
your food in front of the host will not cause them to be insulted as this is a common and almost expected 
practise  in  Thailand.  Saving  face  remains  important  and  as  such  one  should  wait  for  the  most  senior 
individual at the setting to begin eating first before starting as failure to do so will cause them to lose face. 
Dining is usually a slow affair with many Thais taking their time eating their food leading to meals often 
lasting for an hour.  

72  Thai  Culture  :  Culture  atlas,  Available  at  https://culturalatlas.sbs.com.au/thai-culture/thai-culture-core-
concepts#thai-culture-core-concepts 

  
 
 
 
 
 
 
 
 
 
                                                            
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7.2  Key DOs and DON’Ts 

DO 

DO NOT 

•  Always take care of any business cards you 
receive  and  take  the  time  to  examine 
them  carefully  as  failure  to  do  so  will 
cause giver to be insulted.  

•  Dress  appropriately  when  visiting  a 

temple. 

•  Eat with a spoon. 
•  Respect  the  concept  of  Sanuk  which 
includes  not  complaining  too  much  and 
being  generally  satisfied  despite  your 
situation; this is key in Thai society. 
•  Respect  all  images  of  the  Buddha,  he  is 

well revered in the country. 

•  Treat  monks  in  the  country  with  the 

greatest of respect. 

•  Take  your  shoes  off  when  entering  a 

home. 

•  Remember the value of face to Thais and 
ensure your actions help them to maintain 
face. 

• 

•  Thais  are  generally  conservative  and 
partaking 
insult  the 
in  actions  that 
Buddhist religion will not be well received. 
Insult  the  monarchy  of  the  country,  this 
will lead to trouble.  
Insult  the  country  of  Thailand;  Thais  are 
proud 
they  have  maintained 
independence for centuries and insulting 
the country will not be well received. 
•  Cross your legs in the presence of monk, 

that 

• 

this will not be well received. 

•  Raise your voice, regardless of the context 
of the conversation this will be received as 
an expression of anger. 

•  Be late to meetings, Thais appreciate time 
management and failing to adhere to this 
will not be well received.  

  
 
 
 
 
 
 
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8  Directory of Trade Support Projects, Organisations, and Service 

Providers  

There are a variety of services available, both within the EU and in Thailand, for producers wishing to 
export to Thailand. These service providers include EU funded projects, services provided by the Member 
States and their embassies, other organizations and service providers, as well as buyers, importers, and 
distributors.  

•  Section 8.1 contains the project profiles for EU funded initiatives operating in Thailand.  
•  Section 8.2 contains the contact information for Member State embassies within Thailand. 
•  Section  8.3  contains  a  listing  of  service  providers  including  some  information  on  the  services 

available.  

•  Section  8.4  provides  a  calendar  of  exhibitions,  trade  shows,  and  other  events  to  be  held  in 

Thailand in 2020.  

•  Section 8.5 contains a database of professionals’ contacts (buyers, importers, and distributors).  

8.1  European Union Organisations 

Certain EU funded, or co-funded, projects within Thailand offer a range of business enabling services and 
information providing important insights into the Thai market. Depending on your company profile these 
services can be free or fee based; and are available for companies from any EU Member State.  

European association for business and commerce  
The  European  association  for  business  and  commerce  is  situated  in  Thailand  and  acts  as  a  voice  for 
European business in Thailand with the aim to promote trade and investment from both the European 
Union into Thailand and vice versa. It is important to note that this organisation also covers member states 
of the EEA and the UK. 

Contacts 
4, 4/5 Central Tower, 12th floor, Central world, Rajdamri road,Pathumwan, 
Bangkok, Thailand 
🕾🕾 (+66) 2 697 9112  
🖂🖂 office@eabc-thailand.org  
🖳🖳 https://www.eabc-thailand.org/  

  
 
 
 
 
 
  
 
 
 
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Thai European Business Association 

The Thai European business association was established in 2009 and acts as 
organisation which seeks to promote trade between Thailand and the EU. The 
organisations have many links and channels throughout both the Thai and EU 
market and can be consulted by companies trying to enter both markets 
Contacts 
 The Trendy Building, 10/27, Sukhumvit Soi 13 Klongoey-Nua, Wattana, 
Bangkok, Thailand  
🕾🕾 (+66) (0)2 1687 486  
🖂🖂communications@thaieuro.biz 
🖳🖳 http://www.thaieuro.biz/  

EU-ASEAN Business council  
Based  in  Singapore,  the  EU-ASEAN  business  council  is  a  voice  for  European  business  operating  in  the 
ASEAN  region.  The  overarching  objective  of  the  EU-ABC  is  to  promote  changes  in  policies,  rules  and 
regulations so that European businesses can more easily invest and develop their businesses in ASEAN, 
benefiting not only their own shareholders but also local economies and populations. 

Contacts 
 19/F Singapore Tower, 50 raffles place, Singapore 048623 
🕾🕾 (+65) 6631 2751 
🖂🖂 info@eu-asean.eu 
🖳🖳 https://www.eu-asean.eu/ 

  
 
 
 
 
 
 
 
  
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8.2  Directory of EU Member State Embassies/Consulates 

MS Embassy  

Address 

Contact Information  

Austria 
(Embassy) 

Belgium 
(Embassy) 

Bulgaria 
(Consulate) 

Croatia 
(Consulate) 

Cyprus 
(Consulate)  

Czech Republic  
(Embassy)  

14, Soi Nantha-Mozart Sathorn Soi 1, 
Sathorn Tai Road Thungmahamek, 
Sathorn Bangkok 10120 

16/F Sathorn Square - 98 North Sathorn 
Road  -  Silom  Sub-District,  Bangrak 
District  
Bangkok 10500 
3675  Krungthai  Tractor  Building,  4th 
floor,  Rama  4  Rd,  Phrakanong, 
Kongtoey, Bangkok 10110 

Jewellery  Center  Building  23th  Floor, 
Room  C-7  138/51  Nares  Road, 
Siphraya, 
Bang Rak, Bangkok 10500 

🕾🕾 +66 (0)2105 6700-09 
🖂🖂 bangkok-ob@bmeia.gv.at 
🖳🖳 www.bmeia.gv.at/oeb-bangkok/ 
🕾🕾 +66 2 108 18 00 
🖂🖂 bangkok@diplobel.fed.be 
🖳🖳thailand.diplomatie.belgium.be/ 

🕾🕾(+66) 2661 5669 
🖂🖂 foreign@ktt.co.th 
🖳🖳 
www.mfa.bg/en/embassyinfo/thailand 
🕾🕾 (+66) (0)2776 4855-58 
🖂🖂croatian_consulate_thailand@yaho
o.com 
🖳🖳  

96/14  Bharani  Building  3rd  Floor, 
Sukhumvit  23,  Wattana,  Bangkok 
10110 

71/6 Ruam  Rudee  Soi  2,  Ploenchit Rd. 
Pathumwan 
Lumpini, 
10330 
Bangkok 

🕾🕾 (+66) (0) 2261 8408 
🖂🖂 Bangkok.cyprus@gmail,.com 
🖳🖳http://www.mfa.gov.cy/mfa 
🕾🕾 (+66) (0)2-250-9223 
🖂🖂 Bangkok@embassy.mzv.cz 
🖳🖳 www.mzv.cz/bangkok/en/index.  

Denmark 
(Embassy) 

Sathorn  Soi  1,  (10  Attakarn  Prasit), 
South Sathorn Rd 10120 Bangkok 

Estonia  
(Honorary Consulate) 

Pracha-Uthit 

601/100 
Wangthonglang 
10310 

Road 
Bangkok 

🕾🕾 (+66)(0)2343 1100 
🖂🖂 bkkamb@um.dk 
🖳🖳https://thailand.um.dk/ 
🕾🕾 (+66) 89 313 7777 
🖂🖂 consul@estonia.or.th 
🖳🖳 vm.ee/en/countries/thailand 

Finland 
(Embassy)  

France 
(Embassy) 

Tower, 

Road 

Athenee 
63  Wireless 
Lumpini, 
Bangkok 

14th 

floor 
(Witthayu) 
Pathumwan 
10330 

🕾🕾 (+66)(0)2 207 8700 
🖂🖂 sanomat.BAN@formin.fi 
🖳🖳 finlandabroad.fi/web/tha/  

35 Rue De Brest, Charoen Krung Soi 36, 
Charoen  Krung  Road,  Bang  Rak, 
Bangkok 10500 

🕾🕾 (+66)2 657 5100  
🖂🖂 ambassade@ambafrance-th.org 
 🖳🖳 th.ambafrance.org/ 

  
 
 
 
 
 
 
 
 
 
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MS Embassy  

Address 

Contact Information  

Germany 
(Embassy) 

Greece 
(Embassy) 

Hungary 
(Embassy) 

Ireland 
(Embassy) 

Italy  
(Embassy) 

9 South Sathorn Road - Bangkok 10120  

23rd  Floor,  Sathorn  Nakorn  Tower, 
No.100 North Sathorn Road, Silom Sub-
District, Bangrak, Bangkok  

Park  Ventures  Ecoplex  14th  Floor,  57 
Thanon 
Lumpini, 
Witthayu, 
Phathumwan, Bangkok 10330 

208  Wireless  Road,  12th  Floor,  Unit 
1201,  Lumpini,  Phathumwan  Bangkok 
10330 

CRC Tower, 87 Wireless Road, Lumpini, 
Phathumwan, Bagkok 10330 

Latvia  
(Honorary Consulate) 

113/13  Surawong  Road,  Bangkok 
10500 

Lithuania  
(Honorary Consulate) 

252  Rachadaphisek  Road,  Complex  B, 
17th Floor, Huaykwang, Bangkok 10310 

Luxembourg  
(Embassy) 
Malta  
(Honorary Consulate) 

South 

Sathorn 

Lumphini  17th 

Floor 
Road 
Sathorn 

Q  House 
1 
Tungmahamek 
Bangkok 10120 
56  Naradhiwat  Rajanagarindra  Rd, 
Thung  Wat  Don,  Sathorn,  Bangkok 
10120 

The Netherlands 
(Embassy) 

15 Soi Ton Son, Lumpini, Pathumwan  
Bangkok, 10330  

Poland 
(Embassy) 

Unit  605-607,  6th  Floor,  Athenee 
Tower,  Wireless  Road, 
Lumpini, 
Pathumwan, Bangkok, 10330 

Portugal  
(Honorary Consulate) 

26 Bush Lane, Bangkok 10500 

🕾🕾 (+66)2 287 90 00 
🖂🖂 info@bangkok.diplo.de 
 🖳🖳 www.bangkok.diplo.de 

🕾🕾 (+66)(0)2 6670090 
🖂🖂 gremb.ban@mfa.gr 
🖳🖳 https://www.mfa.gr/bangkok 
🕾🕾 (+66)2 118 9600 
🖂🖂 mission.bgk@mfa.gov.hu 
🖳🖳 bangkok.mfa.gov.hu 
🕾🕾 (+66) 2 016 1360 
🖂🖂 Contact through website  
🖳🖳dfa.ie/irishembassy/thailand/ 
🕾🕾 (+66) 2 250 4970 
🖂🖂 ambasciata.bangkok@esteri.it 
🖳🖳ambbangkok.esteri.it 
🕾🕾 (+66) (0) 2266 5931 
🖂🖂 crestinfo2000@yahoo.com 
🖳🖳 consulate- Latvia-in-Bangkok 
🕾🕾 (+66) 02 665 4190  
🖂🖂 visa@thaiconsulate.lt 
🖳🖳 http://www.thaiconsulate.lt/ 
🕾🕾 (+66) (0)2 677 7360 
🖂🖂 bangkok.consulat@mae.etat.lu 
🖳🖳 https://bangkok.mae.lu 

🕾🕾 (+66)(0)2234 9729 
🖂🖂Maltaconsul.bangkok@gov.mt  
🖳🖳 http://www.mfa.go.th 
 🕾🕾 (+66) 23095200 
🖂🖂 ban@minbuza.nl 
🖳🖳 www.netherlandsandyou.nl/ 
🕾🕾 (+66)2 079 7300 
🖂🖂bangkok.amb.sekretariat@msz.gov.
pl 
🖳🖳www.gov.pl/web/thailand/embassy 
🕾🕾 (+66)(0) 22342123 
🖂🖂 sconsular.bangkok@mne.pt 

  
 
 
 
 
 
 
 
 
250 | Page  

Thailand - Market Entry Handbook  

MS Embassy  

Address 

Contact Information  

Romania 
(Embassy) 

Slovakia 
(Embassy) 

3388/41  Sirinrat  Office  Building,  12th 
Floor,  Rama  IV  Road,  Khlong  Toei, 
Bangkok 10110 

YMCA  Building,  9th  Floor,  South 
Sathorn Rd 25, Bangkok  

Slovenia  
(Honorary Consulate) 

298/2 
Silom 
10500 Bangkok 

Road, 

Soi 

28 

Spain 
(Embassy) 

123  Ratchadaphisek  Rd,  Khlong  Toei, 
Bangkok 10110 

Sweden 
(Embassy) 

20th  Floor,  One  Pacific  Place,  140 
Sukhumvit Rd,  

🖳🖳 
banguecoque.embaixadaportugal.mne
.pt/pt/ 
🕾🕾 (+66) (0)2 2402522 
🖂🖂 Bangkok@mae.ro 
🖳🖳 http://bangkok.mae.ro/ 
🕾🕾 (+66) 267723445 
🖂🖂 emb.bangkok@mzv.sk 
🖳🖳 www.mzv.sk/web/bangkok-en 
🕾🕾 (+66) 2234 7637  
🖂🖂 phatra@anitasilk.com 
🖳🖳 www.gov.si/en/countries/thailand/ 
🕾🕾 (+66)(2)661 8284 
🖂🖂 Emb.bangkok@maec.es 
🖳🖳 
www.exteriores.gob.es/Embajadas/Ba
ngkok/es/Paginas/  

🕾🕾 (+66)(2)263 72 00 
🖂🖂 Ambassaden.bangkok@gov.se 
🖳🖳 
www.swedenabroad.se/en/embassies
/thailand-bangkok/ 

  
 
 
 
 
 
251 | Page  

Thailand - Market Entry Handbook  

8.3  Other organisations and service providers 

Service provider 
SERVICES FOR AUSTRIAN COMPANIES 
Thai-Austrian Society  

Address 

Contact information 

  No.14 Soi Nantha Yeak 

soi  

  Atthakan Prasit,Sathon 

tai Rd 
Khwaeng Thung maha 
mek, 
Khet Sathon, Bangkok 

🕾🕾 (+66) 02 302 1456 
🖂🖂 welcome@thaiaustriansociety.org 
🖳🖳 www.thai-austrian-society.org/ 

SERVICES FOR BELGIAN COMPANIES 
The Belgian-Luxembourg/Thai 
Chamber of Commerce 

496-502 Amarin Plaza 
Building, 10th floor, 
Room No.10 Ploenchit 
Road, Lumpini, 
Pathumwan, Bangkok 
10330 

🕾🕾(+66)(0)23056844 
🖂🖂 info@beluthai.org 
🖳🖳 beluthai.org/ 

SERVICES FOR BULGARIAN COMPANIES 
Bulgarian  Chamber  of  Commerce  & 
Industry 

17, Adriana Budevska Str.  
Sofia 1463, Bulgaria 

🕾🕾 (+359 2) 8117 400; 987 26 31 
🖂🖂 bcci@bcci.bg 

SERVICES FOR CROATIAN COMPANIES 
Croatian Chamber of Economy 

SERVICES FOR CZECH COMPANIES 
Czech Chamber of Commerce 

SERVICES FOR CYPRIOT COMPANIES 
Cyprus  Chamber  of  Commerce  and 
Industry 

SERVICES FOR DANISH COMPANIES 
Danish-Thai Chamber of Commerce 

Rooseveltov trg 2, 10000 
Zagreb, Croatia 

🖂🖂 investicije@hgk.hr; hgk@hgk.hr 
🖳🖳 www.investincroatia.hr 

Florentinum, Na Florenci 
2116/15, 110 00 Praha 1 

38,  Grivas  Dhigenis  Ave. 
&  3,  Deligiorgis  Str., 
P.O.Box  21455,  1509 
Nicosia 

🕾🕾 +420 266 721 300 
🖂🖂 office@komora.cz  
🖳🖳 komora.cz 

🕾🕾 +357 22889800 
🖂🖂 chamber@ccci.org.cy 

34 C.P Tower 3, 9th Floor 
Tower  A  Phayathai  Rd, 
Ratchathewi 
Bangkok 
10400 

🕾🕾 (+66) 2354 5220 
🖂🖂 contact@dancham.or.th 
🖳🖳 https://dancham.or.th/ 

SERVICES FOR DUTCH COMPANIES 
Netherlands  –  Thai  Chamber  of 
Commerce  

15 Soi Tonson, Ploenchit 
Rd, Bangkok 10330 

SERVICES FOR ESTONIAN COMPANIES 

🕾🕾 (+66)(0)2 254 6434  
🖂🖂 info@ntccthailand.org 
🖳🖳 www.ntccthailand.org/ 

  
 
 
 
 
 
 
 
 
 
252 | Page  

Thailand - Market Entry Handbook  

Service provider 
Estonian  Chamber  of  Commerce  & 
Industry 

Address 
Toom-Kooli  17,  10130 
Tallinn 

SERVICES FOR FINNISH COMPANIES 
Thai-Finland Chamber of Commerce  

SERVICES FOR FRENCH COMPANIES 
Franco-Thai Chamber of Commerce 

Two-Pacific 
Place 
Building,  23rd  floor  142 
Rd, 
Sukhumvit 
Bangkok 
Klongtoey, 
10110  

Contact information 
🕾🕾 +372 604 0060 
🖂🖂 koda@koda.ee 

🕾🕾 (+66) 2 684 6933 
🖂🖂 tfcc@thaifin.or.th 
🖳🖳 https://thaifin.org/ 

5th  Floor,  Kian  Gwan 
House  III,  152  Wireless 
Rd, Lumpini, Pathumwan 
Bangkok 10330 

🕾🕾 (+66) (0)2650 9739 
🖂🖂contact@francothaicc.com 
🖳🖳 https://www.francothaicc.com/en 

SERVICES FOR GERMAN COMPANIES 
German-Thai Chamber of Commerce  14th  Floor,  AIA  Sathorn 
Tower, 
South 
11/1 
Sathorn  Rd,  Yannawa 
10120 

🕾🕾 (+66) (0) 20550600 
🖂🖂 info@gtcc.org 
🖳🖳 thailand.ahk.de/en/ 

SERVICES FOR GREEK COMPANIES 
Enterprise Greece – Invest & Trade  

109  Vasilissis  Sophia's 
Avenue,  115  21  Athens, 
Greece 

🕾🕾 +30 210 335 5700 
🖂🖂 info@enterprisegreece.gov.gr 

SERVICES FOR HUNGARIAN COMPANIES 
Hungarian Export Promotion Agency 

1095 Budapest, Ipar utca 
5 

SERVICES FOR IRISH COMPANIES 
Irish – Thai Chamber of Commerce  

SERVICES FOR ITALIAN COMPANIES 
Italian- Thai Development Corps  

Evanston, 

Soi 
Sukhumvit 
Klongton  Nua 
Bangkok 

47/7 
Promprak 
49/6, 
Watanna, 
10110 

🕾🕾 06 1 810 1600 
🖂🖂 info@hepa.hu 
🖳🖳 hepa.hu 

🖂🖂 contact@irishthaicc.com 
🖳🖳https://www.irishthaicc.com/contact-us/ 

2034/132-161 
Italthai 
Tower,  New  Petchburi 
Bangpaki, 
Rd, 
Huaykwang, 
Bangkok 
10310 

🕾🕾 (+66)(0)2716 1494 
🖂🖂 cccs@itd.co.th 
🖳🖳 www.itd.co.th/index.php 

SERVICES FOR LATVIAN COMPANIES 
Latvian  Chamber  of  commerce  and 
industry  

35  Krisjana  Valdemara 
str., Riga, LV-1010, Latvia 

🕾🕾 +371 67225592 
🖂🖂 info@chamber.lv 

SERVICES FOR LITHUANIAN COMPANIES 
Lithuanian  Chamber  of  commerce 
and industry  

Vašingtono sq. 1-63a, LT-
01108 Vilnius 

🕾🕾 (370) 2613 102 
🖂🖂 info@chambers.Lt 

  
 
 
253 | Page  

Thailand - Market Entry Handbook  

Service provider 

Address 

SERVICES FOR LUXEMBURG COMPANIES 
The 
Chamber of Commerce 

Belgian-Luxembourg/Thai 

10th 

496-502  Amarin  Plaza 
Building, 
floor, 
Room  No.10  Ploenchit 
Lumpini, 
Road, 
Bangkok 
Pathumwan, 
10330 

Republic 
64, 
Valletta, Malta 

SERVICES FOR MALTESE COMPANIES 
The  Malta  Chamber  of  Commerce, 
Enterprise and Industry 
SERVICES FOR POLISH COMPANIES 
Polish Investment and Trade Agency   Singha  Complex,  1788 
Petchaburi  Rd, 
New 
Bangpaki,  Huai  Kwang, 
Bangkok 

Street, 

SERVICES FOR PORTUGUESE COMPANIES 
Portuguese chamber of commerce  

Rua Das Portas De Santo 
Antao,  89  1169  022 
Lisbon 

SERVICES FOR ROMANIAN COMPANIES 
Chamber of Commerce and Industry 
of Romania 

Address:  2,  Octavian 
Goga  Blvd,  sector  3, 
030982 Bucharest 

Contact information 
🖳🖳 https://chambers.lt/en/ 

🕾🕾(+66)(0)23056844 
🖂🖂 info@beluthai.org 
🖳🖳 beluthai.org/ 

Not available 

🕾🕾 (+66) 6321 99373  
🖂🖂 Norbert.bak@paih.gov.PL 
🖳🖳 
relations 

www.gov.pl/web/thailand/bilateral-

🕾🕾 (+351) 213 224 050  
🖂🖂 geral@ccip.pt 
🖳🖳 www.ccip.pt/en/ 

🕾🕾 +40 21 3117534 
🖂🖂 narcis.pirnau@ccir.ro 
🖳🖳 www.ccir.ro 

🕾🕾 +421 2 54433272 

SERVICES FOR SLOVAK COMPANIES 
Slovak  Chamber  of  Commerce  & 
Industry 
SERVICES FOR SLOVENIAN COMPANIES 
Chamber of Commerce and Industry 
of Slovenia 

SERVICES FOR SPANISH COMPANIES 
Spanish Chamber of Commerce  

SERVICES FOR SWEDISH COMPANIES 
Sweden Chamber of Commerce 

Gorkého 
Bratislava, Slovakia 

9, 

81603 

Dimičeva  13,  SI-1504 
Ljubljana 

🕾🕾 +386 1 5898 000 
🖂🖂 info@gzs.si 

C/  Ribera  de  Loira,  12  - 
28042 Madrid 

🕾🕾 (+34) 010 213 0064  
🖂🖂 infor@spaincc.ore 
🖳🖳 https://www.camara.es/en 

Brunnsgatan  2,  111  38 
Stockholm, Sweden 

🕾🕾 (+46) 8 555 100 00  
🖳🖳 https://www.chamber.se/ 

  
 
 
 
 
 
 
 
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Thailand - Market Entry Handbook  

8.4  Calendar of trade events and exhibitions in 2020 

Note: the ongoing issues with coronavirus at the time of writing may result in changes to the calendar 
outlined below. It is strongly recommended to monitor the links provided for events. 

Event 

JUNE 2020 

Date 

Recurrence 

Venue 

Organiser Details 

Asia 
Conference  

Drink 

17-20 

Annual 

innovation 
conference 

18-20 

Food 
Asia 
2020  

Annual  
Location 
Rotation  

Pig Focus 

23-24 

Annual 

JULY 2020 

Natural 
South East Asia  

Expo 

09-12 

Annual  

BiTec 
Bangkok 
International 
& 
Trade 
Exhibition Centre  

BiTec 
Bangkok 
International 
Trade 
& 
Exhibition Centre  

AVANI 
Bangkok   

Atrium 

🕾🕾 (+66) (0) 2 036 0511 
🖂🖂 kanyasa.m@informa.com 
🖳🖳 
https://www.asiadrinkconference.com  

🕾🕾 (+66) (2) 9428528 
🖂🖂 fiachelpdesk@gmail.com 
🖳🖳 http://www.fiac-thailand.com/  

🕾🕾 (+44) 1377 241724 
🖂🖂 info@positiveaction.co.uk 
🖳🖳 http://www.positiveaction.info/  

IMPACT 
Exhibition Centre 
Nonthaburi, 
Bangkok  

🕾🕾 (+49) 9 11 86 06-86 98 
🖳🖳https://www.naturalexpo-
southeastasia.com/en 

AUGUST 2020 

International 
on 
Conference 
food  science  and 
packaging  

SEPTEMBER 2020 

20-21 

Annual 
location 
rotation  

Amari  Watergate, 
Bangkok  

🖳🖳 https://waset.org/ 

Food  and  Hotel 
Thailand 

9-12 

Annual 

Bellavita 
Bangkok  

Expo 

09-12 

Annual 

International 
exhibition for wine 
& spirits  

9-12 

Annual 

Samsennai, 
Phayathai, 
Bangkok 

Bangkok 

BiTec, 
International 
trade & exhibition 
centre 

Bangkok 

BiTec, 
International 
trade & exhibition 
centre 

🕾🕾 +66 0 2 036 05000 
🖂🖂 supaporn.a@informa.com 
🖳🖳https://www.foodhotelthailand.com
/food/2020/en/index.asp  

🕾🕾 (+44) (0) 20 3002 0506 
🖂🖂 info@quirismedia.com 
🖳🖳http://web.bellavita.com/  

🖂🖂 supaporn.a@informa.com 
🖳🖳https://www.foodhotelthailand.com
/food/2020/en/index.asp  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
255 | Page  

Thailand - Market Entry Handbook  

Event 

Date 

Recurrence 

Thailand 
Conference 

Sugar 

10-11 

Annual 

THAIFEX  

22-26 

Annual 

OCTOBER 2020 

retail 
and 

Thailand 
food 
hospitality 
services 

Duck  Meat  quality 
conference 

14-17 

Annual 

20-21 

Annual 

Bangkok  

Propack Asia 

20-23 

International 
Conference 
Pharma and food 

on 

NOVEMBER 2020  

22-23 

Global  summit  on 
food fortification  

08-09 

Annual  
Location  
Rotation 

Annual 
Location 
Rotation  

Annual 
Location 
Rotation  

JANUARY 2021  

Food Pack Asia 

27-30 

Annual 

MARCH 2021  

from  Food 

10-12 

Annual 

Free 
Asia  

Khonkaen 

Venue 
Kice: 
International 
Convention  and 
Exposition Centre  

Impact  Exhibition 
Centre,  Pak  Tret, 
Bangkok 

Bangkok 

BiTec, 
International 
trade & exhibition 
centre  

Bangkok 

BiTec, 
International 
trade & exhibition 
centre 

Imperial  Pattaya 
Hotel, Pattaya  

Organiser Details 

🕾🕾 (+66) 2513-1418 
🖂🖂 thai@juz-talk.com 
🖳🖳 http://sugar-conference.com/  
🕾🕾 (+65) 6500 6743  
🖂🖂 ira.iskandar@koelnmesse.com.sg 
🖳🖳 https://thaifex-anuga.com  

🕾🕾 (+66)2-861-4013 
🖂🖂 apaporn.kavin@gmail.com  
🖳🖳http://www.thailandhoreca.com/  
🕾🕾 (+60) (3) 7846 2353  
🖂🖂 conny@asian-agribiz.com  
🖳🖳 https://asian-agribiz.com/  
🕾🕾 (+66) (0) 2 036 0500 
🖂🖂 nongnaphat.j@informa.com  
🖳🖳https://www.propakasia.com/   
🕾🕾 (+91) 8763630140  
🖂🖂 info@academicsera.com  
🖳🖳 http://academicsera.com/  

Bangkok 

BiTec, 
International 
trade & exhibition 
centre 

🕾🕾 (+41) 22 749 18 50  
🖂🖂 Summit2020@gainhealth.org  
🖳🖳 https://www.gainhealth.org  

Bangkok 

BiTec, 
International 
trade & exhibition 
centre 

🕾🕾 (+66) (0)2 – 838 9999  
🖂🖂 tbp.publication@gmail.com  
🖳🖳 https://www.foodpackthailand.com  

Impact  Exhibition 
Centre,  Pak  Tret, 
Bangkok 

🕾🕾 (+31) (0) 75 205 0501 
🖂🖂 chris@ebcexpo.com 
🖳🖳 
https://bangkok.freefromfoodexpo.co
m  

  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
256 | Page  

Thailand - Market Entry Handbook  

8.5  Database of professionals’ contacts 

8.5.1  List of relevant buyers, importers and distributors 

Note:  as  stated  in  section  4.4.2.2,  due  diligence  will  have  to  be  performed  for  any  contacts  on  this 
database as no warranty is given as to the standing of these individuals, organisations or firms and no 
corresponding responsibility or liability is accepted by the authors. 

Note:  The  Thai  Ministry  of  Commerce  keeps  a  database  of  exporters  and  importers  which  can  be 
consulted by registered users. For companies seriously considering exporting to Thailand and looking 
for more a more detailed list of specific importers, it is recommended that registration is completed and 
this database consulted. The link to the database is: http://www2.ops3.moc.go.th/ie/Default.aspx 

Company 
name 

Type 

Area of interest 

Contact information 

Vanichwathan
a Fine Wines 

Importer & Distributor 

🕾🕾 (+66) 02 222 2450 

Wine (some 
spirits and beer) 

🖂🖂 vanich@vanichwathana.com 

🖳🖳 https://www.vanichwathana.com/ 

fin - fabulous 
is needed 

Black Forest 
Distribution 
Co., Ltd. 

Importer & Distributor 

Wine 

Importer & Distributor 

Wine 

Ambrose Wine 

Importer & Distributor 

Wine & Spirits 

GFOUR 
International 

Importer & Distributor 

Wine & Spirits 

Global Wines 

Importer & Distributor 

Wine 

🕾🕾 (+66) 02 653 0154 

🖂🖂 info@fin-wine.com 

🖳🖳 http://www.fin-wine.com/ 

🕾🕾 (+66) 76 608 876 

🖂🖂 drink@phuketwine.com 

🖳🖳 http://www.phuketwine.com/ 

🕾🕾 (+66) 02 719 8206 11 

🖂🖂 info@ambrosewine.com 

🖳🖳 https://www.ambrosewine.com/ 

🕾🕾 (+66) 02 01 284 10 

🖂🖂 contact(at)gfourinternational.com 
🖳🖳 https://gfourinternational.com/ 

🕾🕾 (+66) 76 311 509 

🖂🖂 orders@globalwines.co 

  
 
 
 
 
 
 
 
257 | Page  

Company 
name 

Type 

Area of interest 

Contact information 

Thailand - Market Entry Handbook  

Estella Wine 

Importer & Distributor 

Wine 

Wine 
Connection 

Importer & Seller (online 
shops and own restaurants) 

Wine 

Vinum Lector 

Importer & Distributor 

Wine 

🖳🖳 https://globalwines.co/ 

🕾🕾 (+66) 2 318 5200 

🖂🖂 sales@estellawine.com 
🖳🖳 http://www.estellawine.com/ 

🕾🕾 (+66) 02 238 2137 

🖂🖂 infoth@wineconnection.com 
🖳🖳 https://www.wineconnection.co.th/ 

🕾🕾 (+66) 22 771602 

🖂🖂 shop@vinumlector.com 
🖳🖳 https://www.vinumlector.com/ 

Italasia Phuket 

Importer & Distributor 

🕾🕾 (+66) 07 6375 667 

Wine (mostly 
Italian) & Spirits 

🖂🖂 italasiaphuket@me.com 

Global 
Vineyards 

Importer & Distributor 

Wine 

Independent 
Wine & Spirit 

Importer & Distributor 

Wine & Spirits 

Lovely Wines  

Importer & Distributor 

Wine & Spirits 

Sibour 

Importer & Distributor 

Wine & Spirits & 
Beer 

The California 
Wine 

Importer & Distributor 

Wine 

🖳🖳 https://www.italasiaphuket.com/ 

🕾🕾 (+66) 2 150 7148 

🖂🖂 globalvineyards@gmail.com 
🖳🖳 https://www.globalvineyards.net 

🕾🕾 (+66) 2 634 7037 39 

🖂🖂 sales@iws.co.th 
🖳🖳 http://www.iwsthailand.com/ 

🕾🕾 (+66) 02 318 1588 

🖂🖂 info@lovelywines.co.th 
🖳🖳 http://www.lovelywines.co.th 

🕾🕾 (+66) 23005613 

🖂🖂 marketing@sibour.com 

🖳🖳 http://www.sibour.com/ 

🕾🕾 (+66) (949) 248 9988 

  
 
 
Type 

Area of interest 

Contact information 

Thailand - Market Entry Handbook  

258 | Page  

Company 
name 

Company 
Limited 

Comptoir 
Francais 

Importer & Distributor 

Wine 

Sunny Hill 
Distribution 

Importer & Distributor 

Wine & Spirits 

Napaphan 

Importer & Distributor 

Wine 

B-Delicious 

Importer & Distributor 

Beer ( and some 
spirits) 

Bangkok Beer 
& Beverages 

Importer & Distributor 

Wine & Spirits  

Amber Spot 

Importer & Distributor 

Beer 

Belgian 
Beverage 

Importer & Distributor 

Beer (Belgian) 

KGC 
Corporation 

Importer & Distributor 

Mainly dairy, 
bakery and 
biscuits 

🖂🖂 neven@ca-wine.com 
🖳🖳 http://www.ca-wine.com/ 

🕾🕾 (+66) 2 7455454 

🖂🖂 info@comptoirfrancaisduvin.com 
🖳🖳 http://comptoirfrancaisduvin.com/ 

🕾🕾 (+66) 0 63 597 6792 

🖂🖂 contact@sunnyhillth.com 
🖳🖳 http://sunnyhillth.com/ 

🕾🕾 (+66) 02 693 3897 

🖂🖂 napaphanwinecellar@gmail.com 
🖳🖳 http://www.napaphan.com/ 

🕾🕾 (+66) 02 877 5977 8 

🖂🖂 info@b-delicious.com 
🖳🖳 http://www.b-delicious.com/ 

🕾🕾 (+66) 02 136 8500 

🖂🖂 mkt@bbb.co.th 
🖳🖳 https://www.bbb.co.th/ 

🕾🕾 (+66) 0 2 002 0528 

🖂🖂 info@amberspotco.com 
🖳🖳 http://amberspotco.com/

🕾🕾 (+66) 02 105 4039 

🖂🖂 Sales@belbev.asia 
🖳🖳 https://belbev.asia/ 

🕾🕾 (+66) 2332 8040-9 

🖂🖂 info@kcgcorporation.com 
🖳🖳 https://kcgcorporation.com/ 

  
 
 
 
259 | Page  

Company 
name 

Type 

Area of interest 

Contact information 

Thailand - Market Entry Handbook  

Jagota 
Brothers 

Importer & Distributor (for 
retail and food service) 

Various F&B inc. 
meat, F&V, 
dairy, bakery, 
and 
Mediterranean 
products.  

🕾🕾 (+66) 02 365 8200 

🖂🖂 purchasing@jagota.com 
🖳🖳 www.jagota.com  

🕾🕾 (+66) 84454 7772 

City Fresh Fruit 
Co 

Importer 

F&V 

🖂🖂 cf_delivery@cityfreshfruit.com 

Happy Fresh 
Delivery 

Distributor 

F&V 

🖂🖂 hello@happyfresh.com  

🖳🖳 https://cityfreshfruit.com/ 

🕾🕾 (+66) 

Makro 

Importer / cash and carry 
(mainly used by food service) 

All F&B 

Charoen 
Pokphand 
Foods Public 
Company 

Importer / trader (notably for 
food processing industry) 

All F&B 

Wishbeer 

Importer / distributor / outlet 

Beer, wine, 
spirits 

Wine not 
limited 

Importer / distributor 

Wine 

Big C 

Supermarket 

All F&B 

MaxValue 

Supermarket 

All F&B 

Lawson 108 

Supermarket / convenience 

All F&B 

🖳🖳 https://www.happyfresh.com/ 

🕾🕾 (+66) 0-2067-8999  

🖳🖳 https://www.siammakro.co.th/ 

🕾🕾 (+66) 2766 8000 

🖂🖂 consumercenter@cpf.co.th 

🖳🖳 https://www.cpfworldwide.com/ 

🕾🕾 (+66)  02 3921403 

🖳🖳 https://wishbeer.com/ 

🕾🕾 (+66) 02 718 9742 

🖂🖂 md@sibour.com 

🖳🖳 http://www.winenot.co.th/wn/ 

🕾🕾 (+66) 02 308 4666 

🖳🖳 https://www.bigc.co.th/ 

🕾🕾 (+66) 02 970 1825-30 

🖳🖳 https://www.aeonthailand.co.th/ 

🖳🖳 http://www.lawson108.com/ 

Tops Super 

Supermarket 

All F&B 

🕾🕾 (+66) 02 295 0930 

  
 
 
260 | Page  

Company 
name 

Type 

Area of interest 

Contact information 

Thailand - Market Entry Handbook  

🖂🖂 Topsonlinecs@tops.co.th 

🖳🖳 https://www.tops.co.th/en/ 

  
 
 
 
 
9  European GIs protected in Thailand 

Note: in the absence of an FTA, the GIs protected in Thailand are those that have been individually 
registered. These are the same ones which are listed in section 4.2.4 

Trademark Name 
FRANCE 
Champagne 
Cognac 
ITALY 
Barbaresco 
Barolo 
Brunello di Montalcino 
Parmigiano Reggiano 
Prosciutto di Parma 

Product type 

Wine (sparkling) 
Spirits 

Wine 
Wine 
Wine 
Cheese 
Processed meat 

* Source: ASEAN GI database, accessed 15/4.2020 http://asean-gidatabase.org/gidatabase/ 

 
 
 
 
 
 
Doi:   10.2818/082379