Introduction

An abundance of

channels – but growth is limited

There’s a good reason why manufacturers, brands and retailers are having to work harder than ever to compete for consumers’ wallets.Thailand has more selling channels, more stores, and even more vending machines than at any point in the past. This represents a great opportunity to increase distribution. So why are only 37% of brands in the market able to grow?It is undeniable that the most popular and continuously growing channel for FMCG is online – so much so that offline stores, modern trade and department stores have needed to ride the trend themselves, and set up their own online platforms. This has led to Thai consumers becoming omni-shoppers.The omni-shopper is a growth engine for FMCG in Thailand, so manufacturers, brands and retailers need to focus on how their behaviour is different – and also how it is changing over time.

Brands in Thailand faced with many challenges, only 37% can grow in this situations