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The consumer market trend of foodservice in Thailand.

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The consumer market trend of foodservice in Thailand.

 

I. MARKET INSIGHT: EXECUTIVE SUMMARY

Stagnant growth witnessed as independent players rule

During 2000-2005, value sale growth of the Food Service in Thailand was increasing at a moderate rate. Since the majority of Thai citizens are of middle- to low-income classes, the typical ways of Thai eating are independent casual dining FSR and street stalls/kiosks, which dominate the industry in term of both outlets and value sales. Within this market, the growth rate is very small since the value sales increase from a significantly large base. Due to the immense proportion, its slow growth strongly influenced growth of the overall industry to register a one-digit in the review period.

Street Stalls/kiosks dominated the industry

For decades that street stalls/kiosks have been the most important sale channel of foods in Thailand. Set up costs of street stalls/kiosks are so cheap that street vendor has become the occupation of many poor people. Stalls/kiosks are regularly found in urban area to serve the needs from low-income labors, who move into the cities for better job opportunity. Therefore, cheap foods from street vendors are popular among them. With the large size in both demand and supply sides, the number of outlets, transactions, and value sales of street stalls/kiosks outperforms other sub-segments in Thailand’s Food Service.

Cafés/bars imposed the strongest growth in 2005

Rapid development of cafés/bars sub-segment is driven by good performance of both specialty coffee shop and independent other cafés/bars. During the review period, drinking specialty coffee and hang about trendy coffee shops became an important fashion for new generation. This fashion is brought in by such major multinational player as Starbucks Coffee. Trying to follow successful step of Starbucks Coffee, a great number of newcomers, both local and international, stepped in to enjoy opportunity in this new market. Secondly, due to sustainable demands from high-income class and tourists, the operators considerably increased their prices. As such, both incidents had direct impact on the value sale growth of cafés/bars in 2000-2005.

Local chained operators maintained the leading position

Due to the huge customer base, major players in term of value sales are categorized in street stalls/kiosks segment. These operators have a limit investment on every aspect. Their only key success factor is that they develop themselves from independent to chained and become franchisers and expand the network through franchising scheme. Finally, the number of outlets of these operators appears to be the greatest and therefore transactions and value share in 2005.

Future opportunity of Thai market is dim

In the next five years, value growth of the overall industry is estimated at a minimum rate as the industry will continue to be in maturity, influenced by small growth in major segments namely casual dining and street stalls/kiosks. However, there is a good opportunity seen in certain sub-segments. For instances, chained other FSR and independent specialist coffee shops. High growth rate is estimated for chained other FSR because more newcomers will enter into this fashionable market, whilst the latter will be mushrooming as the market is stimulated by Starbucks Coffee.

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