Yogurt usage in Thailand
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A study was conducted in Thailand to understand yogurt consumption behaviors. Some key findings include: - 1 in 5 Thai consumers eat yogurt daily, with Dutchmill, Activia, and Meiji being the most recognized brands. - Dutchmill has the largest market share at 41% and is most frequently consumed by those under 18. Good flavor is the main reason for brand choice. - Most Thai prefer to eat rather than drink yogurt, and their favorite flavor is fruit. Over half spend $1-2.99 per purchase, usually at grocery stores 2-3 times per month. - Producers could encourage more consumption by adding more nutrition and flavors. Bulgarian yogurt is perceived most favorably
Yogurt usage in Thailand
- 1. July 2015 STUDY ABOUT YOGURT USAGE IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK The survey was conducted to study about usage and behavior of Thai consumers toward yogurt. Methodology: Online survey Fieldwork time: 11 days (18/06/2015 to 28/06/2015) Sample size: N = 822 Gender: Male and Female Geography: Nationwide
- 3. 2 KEY FINDINGS • 1/5 Thai consume yogurt daily • Dutchmill, Activia and Meiji are most well-know yogurt brands Thailand • Point of sales and TVC are main sources of brand awareness • Dutchmill is dominant yogurt market in Thailand with 41% market share • 42% Thai buy yogurt 2-3 times/month and usually buy at grocery stores • More than a half spend $1-$2.99/time for buying yogurt • Thai prefer yogurt with fruit flavor the most • Good flavor is the main reason for choosing a yogurt brand • Add more nutrition and flavor are things that producer could do to encourage Thai consume more yogurt
- 4. 3 VIETNAM VS. THAILAND • Most well-known brand: Vinamilk, TH True Milk & Dutch Lady • Leader of market: Vinamilk • Main source of brand awareness: TVC and point of sales • Usage frequency: 1/3 consume daily • Spending: over a half spend $1- $3.99/time • Favorite flavor: Aloe Vera • Most well-known brand: Dutchmill, Activia & Meiji • Leader of market: Dutchmill • Main source of brand awareness: point of sales & TVC • Usage frequency: 1/5 consume daily • Spending: over a half spend $1- $2.99/time • Favorite flavor: fruit
- 5. 4 Age Gender Living places Occupation N= 822 9% 33% 16% 42% Under 18 18-25 26-30 Over 30 15% 85% Male Female 47% 53% Others Bangkok 2% 2% 3% 5% 6% 13% 30% 38% Factory Worker Job seeker/Retired Housewife Engineer/Doctor/Teacher Self-employed Others Student Office worker
- 6. 55 YOGURT USAGE INCIDIENCE N= 822 Which products below have you consumed last month? 32% 36% 45% 53% 63% 66% 78% 85% Cheese Cookie Bottled green tea Fast food Soft drink Snack Milk Yogurt
- 7. 66 15% 17% 13% 9% 20% 85% 83% 88% 91% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Eating Yogurt Drinking yogurt MOST THAI PREFER EATING YOGURT N= 696 which type of yogurt do you mostly consume?
- 8. 77 9% 7% 9% 12% 8% 16% 8% 15% 16% 19% 32% 27% 34% 28% 33% 14% 24% 16% 16% 9% 20% 14% 15% 22% 24% 9% 20% 11% 7% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 More than once/day Once/day 4-6 times/week 2-3 times/week Once/week Less than once/ week 1/3 THAI CONSUME YOGURT 2-3 TIMES/WEEK N= 696 How often do you consume yogurt? 1/5 under 18 group consume yogurt more than once per day
- 9. 8 In what purposes to you use yogurt for? N= 696 GOOD FOR DIGESTION IS THE MAIN PURPOSES FOR CONSUME YOGURT 2% 3% 4% 8% 19% 29% 32% 35% 36% 81% Gain weight Gain height Others Serve the thirst As a habit Good for body shape For better skin As vitamin and minerals supplement Serve the hunger Good for digestion Total 2% 15% 12% 20% 22% 29% 39% 49% 34% 68% Under 18 2% 5% 3% 11% 25% 38% 42% 40% 51% 82% 18-25 2% 0% 1% 4% 16% 24% 28% 31% 38% 80% 26-30 1% 0% 3% 4% 16% 23% 23% 30% 23% 84% Over 30 Surprisingly, to serve the hunger is the 2nd reason for consume yogurt
- 10. 9 Which brands of yogurt below are you aware of? N= 696 DUTCHMILL, ACTIVIA AND MEIJI ARE MOST WELL-KNOWN YOGURT BRANDS IN THAILAND 6% 13% 15% 23% 41% 57% 63% 74% 87% 91% Other Yolida Chitralada Dairy Home Richesse Bio Foremost Meiji Activia Dutchmill Total 5% 15% 16% 28% 48% 60% 66% 75% 88% 92% Bangkok 8% 10% 14% 16% 34% 53% 60% 72% 86% 90% Others
- 11. 10 How do you know about those brands? N= 696 POINT OF SALES AND TVC ARE MAIN SOURCES OF BRAND AWARENESS 3% 4% 5% 26% 27% 28% 32% 40% 42% 77% 79% I got it as promotion gift from other products Sale person introduce at the selling place Others Ads on newspaper/magazine Facebook Ads Friends /family recommendation Online Ads (Website, forums….) Outdoor ads (banner, bilboard,…) I saw many people eat that yogurt brand TV commercials See the brand at point of sales Total 8% 2% 12% 31% 44% 51% 42% 54% 39% 76% 75% Under 18 4% 5% 6% 29% 30% 31% 38% 41% 50% 80% 79% 18-25 3% 1% 3% 22% 28% 28% 29% 41% 40% 76% 78% 26-30 2% 4% 3% 24% 22% 20% 26% 36% 38% 76% 80% Over 30
- 12. 11 N= 696 Which brand of yogurt do you consume the most frequent? DUTCHMILL IS THE LEADER WITH 41% MARKET SHARE. FOLLOWING BY ACTIVIA AND MEIJI WITH 31% AND 12% RESPECTIVELY 1% 2% 2% 2% 3% 3% 3% 12% 31% 41% Chitralada Yolida Others Richesse Dairy Home Foremost Bio Meiji Activia Dutchmill Total 1% 2% 3% 3% 4% 2% 3% 12% 28% 40% Bangkok 0% 1% 2% 1% 1% 4% 3% 12% 34% 43% Others
- 13. 12 Which brand of yogurt do you consume the most frequent? N= 696 UNDER 18 GROUP PREFER DUTCHMILL THE MOST WITH MORE THAN A HALF ARE CONSUMING THIS BRAND 2% 3% 3% 1% 3% 3% 4% 1% 3% 3% 2% 3% 3% 3% 12% 8% 11% 12% 13% 31% 29% 30% 31% 31% 41% 53% 41% 47% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Dutchmill Activia Meiji Bio Foremost Dairy Home Richesse Others Yolida Chitralada
- 14. 13 N= 696 Which brands of yogurt below are you aware of? Which brand of yogurt do you consume the most frequent? DUTCHMILL OWNS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN THAILAND 91% 87% 74% 63% 57% 41% 23% 15% 13% 6% 41% 31% 12% 3% 3% 2% 3% 1% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dutchmill Activia Meiji Foremost Bio Richesse Dairy Home Chitralada Yolida Others Awareness Usage
- 15. 14 N= 696 DUTCHMILL AND ACTIVIA CREATE A BIG GAP WITH OTHER PLAYERS IN THAI YOGURT MARKET Dutchmill Activia Meiji ForemostBioRichesseDairy Home Usage Awareness Low Low High High Which brands of yogurt below are you aware of? Which brand of yogurt do you consume the most frequent?
- 16. 15 N= 696 What are reasons for choosing that yogurt brand? FLAVOR IS THE MAIN REASON FOR CHOOSING THE BRAND Dutchmill is highly appreciated for its variety of flavor 2% 3% 4% 4% 6% 10% 13% 15% 17% 21% 33% 38% 46% 77% Foreign brand My favorite ceblerity represent that brand Thai brand Love the the advertising Variety of package type ( pack, cup, bowl) Have unique feature ( collagen, biotic) Nice packaging For many types of consumers (diet, children) More nutritious than other brands Frequently have good sales and promotion Trusted brand Good price Variety of flavor Good flavor Total 1% 3% 6% 5% 8% 8% 12% 19% 10% 25% 35% 46% 60% 75% Dutchmill 3% 4% 1% 5% 6% 12% 17% 11% 22% 22% 36% 28% 40% 78% Activia 1% 4% 4% 2% 5% 17% 11% 13% 17% 18% 27% 42% 35% 76% Meiji
- 17. 16 What is your most favorite flavor of yogurt? N= 696 THAI PREFER FRUIT FLAVOR THE MOST 7% 10% 8% 3% 7% 7% 3% 8% 9% 7% 15% 14% 16% 19% 12% 28% 24% 25% 31% 30% 42% 47% 41% 38% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Fruit Original flavor ( only sweeten) Less sugar Sugar free Made from pure fresh milk Others Alo Vera
- 18. 17 How often do you buy yogurt? N= 696 42% THAI BUY YOGURT 2-3 TIMES/MONTH 1/3 under 18 group buy yogurt more than once/week 5% 2% 5% 8% 4% 8% 7% 8% 9% 8% 42% 46% 52% 39% 34% 28% 14% 20% 28% 37% 17% 32% 15% 16% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 More than once/week Once/week 2-3 times/months Once/month More than one month/time
- 19. 18 On average, how much do you spend on each time you buy yogurt? N= 696 54% THAI SPEND $1 - $2.99 FOR BUYING YOGURT EACH TIME 14% 14% 19% 17% 9% 35% 41% 38% 32% 34% 19% 27% 20% 13% 20% 17% 8% 11% 18% 23% 9% 4% 7% 12% 9% 6% 6% 6% 7% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Over $5 Over $4 to $5 Over$3 to $3.99 Over $2 to $2.99 From $1 to $1.99 Less than $1
- 20. 19 Where do you usually buy yogurt? N= 696 THAI USUALLY BUY YOGURT AT GROCERY STORES AND SUPER MARKET Grocery stores (86%) • Under 18: 90% • 18-25: 92% • 26- 30: 87% • Over 30: 80% Wet market (28%) • Under 18: 49% • 18-25: 39% • 26- 30: 28% • Over 30: 16% Super market (73%) • Under 18: 59% • 18-25: 73% • 26- 30: 73% • Over 30: 76%
- 21. 20 What origins of yogurt you care about ? N= 696 BULGARIA IS THE COUNTRY THAT THAI CARE THE MOST 56% 39% 63% 59% 51%50% 58% 51% 47% 49% 14% 27% 21% 10% 8% 10% 12% 13% 10% 7%7% 8% 11% 7% 4% 11% 7% 11% 10% 12% 8% 20% 6% 6% 8% 0% 10% 20% 30% 40% 50% 60% 70% Total Under 18 18-25 26-30 Over 30 Bulgaria Thailand USA Germany France Russia I don’t care Others
- 22. 21 What criteria could make you consume more yogurt? N= 696 ADD MORE NUTRITION AND FLAVOR ARE THINGS THAT PRODUCER COULD DO TO ENCOURAGE THAI CONSUME YOGURT MORE 4% 7% 19% 22% 23% 45% 66% 67% My favorite ceblerity represents that brand Others More variable in package size Longer preserving date More attracting package Lower price More flavors of yogurt Add in nutrition ( Omega3, vitamin, minerals etc.) Total 5% 8% 20% 15% 24% 41% 68% 78% Under 18 8% 9% 18% 24% 32% 50% 68% 66% 18-25 3% 6% 17% 24% 22% 43% 62% 66% 26-30 1% 6% 20% 20% 17% 42% 64% 66% Over 30
- 23. 22 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 24. 23 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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