This year’s brand footprint report, we studied more than 570 brands in National Thailand. Despite reopening of boarder and revival of tourism industry, consumer spending power remained challenging as significant reduction of government subsidy, higher prices of many goods and services and continual high household debt. During 2022, 48% of households indicated their financial situation is worse off than 12 months ago. With tighter consumers’ wallet, this report identified brands that got it right by earning more consumer choices. Resilient brands grow during good and challenging time.
Among 425 brands with 1% penetration or higher, only 160 brands or 38% registered higher Consumer Reach Point (CRP) compared to a year ago. 73% of the 160 brands’ increase in consumer choices were driven by higher penetration. Winning more consumer choices by growing penetration is consistently found over the past two decades in Thailand as well as around the world.
The Most Chosen Brands list in this year’s edition illustrates how they gained more consumer choices. To win during this challenging time, value for money, availability and innovation were even more important. A selected brand stories explore key success factors that will continue to be relevant in 2023 and beyond.
