AFGC MARKET INSIGHTS: THAILAND

www.afgc.org.au Australian Food and Grocery Council Australian Food and Grocery Council (AFGC)

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© Copyright Australian Food and Grocery Council 2014 Summary 3. 2. 1. Executive Summary Defined Terms inthisMarketInsightsreport Sources ofFurtherInformation Structure oftheReport Product andGeographicCoverage Introduction from Austrade Message from AFGC Message Pictures VI F T CONTENTS PART 1 PART ables V igures VI 3.3 Overviewoffoodregulationandimportstandards 3.2 Tariff andNon-Tariff Barriers 3.1 Trade policyposition andapproachtotradeagreements 2.3 Outlineofthefoodandbeveragesupplychain 2.2 Attitude toimportedfoodandbeverage 2.1 Broadtrendsinfoodandbeverageconsumption 1.3 Foodtradewith Australia 1.2 EconomicOverview 1.1 Demographics Regulatory andTrading Environments Food andBeverageTrends The BigPicture

VIII VIII VII VII 12 18 1 XI IX 14 13 12 X X 4 2 7 6 4 3 2 2

I AFGC MARKET INSIGHTS: THAILAND II AFGC MARKET INSIGHTS: THAILAND 6. 5. 4. Annex VIII—SourcesofFurther Information Annex VII–UsefulLinks Annex VI—MajorFoodandBeverageTrade ShowsinThailand Annex V—KeyGovernmentBodies Annex IV—KeyPlayersinThailandPremiumHoReCaMarket Annex III—KeyDistributorsintheThaiPremiumRetailMarket Annex II—KeyRetailersintheThaiPremiumRetail Market Annex I—StoreChecksThailand 7. ANNEXES 2 PART 6.1 Biscuits 5.3 PremiumColdBeverages 5.2 Tea 5.1 FruitJuice 4.3 Cereal-basedBars 4.1 Chocolates 7.2 Jams 7.1 Premium Table Sauces 6.2 BakingMixes Baked Goods Beverages Snackfoods Condiments

59 1 43 31 20 51 98 97 97 96 95 92 90 60 9 43 38 35 31 28 21 55 51 47 Table 21:Overviewofpackagingandpricepointranges—Jams Table 20:Overviewofpackagingandpricepointranges—Premium Table 19:Characteristicsofsurveyedcondimentssub-categories Table 18:Overviewofpackagingandpricepointranges—bakingmixes Table 17:Overviewofpackagingandpricepointranges–biscuits Table 16:Characteristicsofsurveyedbakedgoodscategories Table 15: Tariff RateQuotas—beveragescontainingmilk Table 14:Overviewofpackagingandpricepointranges—premium coldbeverages Table 13: Tariff RateQuotas—tea Table 12:Overviewofpackagingandpricepointranges—tea Table 11: Overviewofpackagingand pricepointranges-fruitjuice Table 10:Characteristicsofsurveyedbeveragecategories Table 9:Overviewofpackagingandpricepointranges—cereal-basedbars Table 8:Overviewofpackagingandpricepointranges–sugarconfectionery Table 7:Overviewofpackagingandpricepointranges-chocolate Table 6:Characteristicsofsurveyedsnackfoodsub-categories Table 5:Overviewofdocumentationrequirementstoregisterwiththe Thai FDA TableFree Trade4: Thailand's Agreements Table 3: Tourist arrivalsto Thailand Table 2:Marketsizesandforecast3yearCAGRforSelectedProductCategories Table 1: Thailand GDP andGDP per capita TABLES Table Sauce

51 55 51 47 43 43 42 38 37 35 31 31 28 24 21 20 12 15 6 4 2 III AFGC MARKET INSIGHTS: THAILAND IV AFGC MARKET INSIGHTS: THAILAND Figure 7:Majorfruitjuicebrandsinthe Thai Selected PremiumRetailMarket Figure 6: Figure 5:Majorsugarconfectionerybrandsinthe Thai SelectedPremiumRetailMarket Figure 4:Majorchocolatebrandsinthe Thai SelectedPremiumRetailMarket Figure 3:Routestothemarket—HoReCa Figure 2:Routestothemarket—Retailers Figure 1:MarketShareof Thailand’s Total FoodImports FIGURES Picture 11: Jamsshelfdisplay at Tops Picture 10: Australian productpromotionat Tops Picture 9:BakingmixesshelfdisplayatFoodland Picture 8:Biscuitsshelfat The Mall Picture 7:Premiumcoldbeverageshelfat The Mall Picture 6:Shelfwithteaboxesat The Mall Picture 5:Fruitjuicedisplayatfoodland Picture 4:Cereal-basedbarson Tops Supermarketshelf Picture 3:ShelfwithsugarconfectioneryatVilla Market Picture 2:ChocolatedisplayatVilla Market Picture 1:Organiclabels Thailand PICTURES Figure 13:Majorjambrandsinthe Thai SelectedPremiumRetailMarket Figure 12:MajorPremium Table Saucebrandsinthe Thai SelectedPremiumRetailMarket Figure 11: Majorbakingmixbrandsinthe Thai SelectedPremiumRetailMarket Figure 10:Majorbiscuitsbrandsinthe Thai SelectedPremiumRetailMarket Figure 9:Majorpremiumcoldbeveragebrandsinthe Thai SelectedPremiumRetailMarket Figure 8:Majorteabrandsinthe Thai SelectedPremiumRetailMarket Major cereal-basedbarsbrandsinthe Thai SelectedPremium RetailMarket 28 32 25 21 10 58 54 50 46 41 37 33 30 26 23 55 52 47 44 39 35 9 3 5 Commonwealth doesnotaccept anyresponsibilityforinformationoradvicecontained herein The viewsexpressedhereinarenotnecessarilythe oftheCommonwealth Australia, andthe www.austrade.gov.au Austrade aspartofthe Asian CenturyBusinessEngagementPlan. government offshore andprovidingqualityadviceservices. This activityhasreceivedfundingfrom policy, makingconnectionsthroughanextensiveglobalnetworkofcontacts,leveragingthebadge We achievethisbygeneratingmarketinformationandinsight,promoting Australian capabilities,developing ƒ ƒ ƒ Australian businesses,educationinstitutions,tourismoperators,governmentsandcitizensasthey: The Australian Trade Commission— Austrade —contributesto Australia’s economicprosperitybyhelping MESSAGE FROMAUSTRADE www.afgc.org.au all foodindustrycompanies. We hopethatthisinformation,alongwiththeinformationonmarketsinMalaysiaandChina,willassist This Thailand MarketInsightformspartofthe AFGC’s renewedengagementoninternationaltradeissues. value oftheprocessedfood,beverageandgroceryproductssectors. 178 companies,subsidiariesandassociateswhichconstitutesintheorderof80percentgrossdollar Australia’s food,drinkandgrocerymanufacturingindustry. The membershipof AFGC comprisesmorethan The Australian FoodandGroceryCouncil(AFGC)istheleadingnationalorganisationrepresenting MESSAGE FROMAFGC ƒ ƒ ƒ promote internationaleducation win productiveforeigndirectinvestment develop internationalmarkets ƒ ƒ ƒ ƒ seek consularandpassportservices. strengthen Australia’s tourismindustry V AFGC MARKET INSIGHTS: THAILAND VI AFGC MARKET INSIGHTS: THAILAND development of,betterknowledgeofexportopportunitiesmanufacturedfoodinto Asia. manufactured foodproductsinparticularmarketsasameansofcontributingto,andsupportingthe The aimofthisprojectistoprovideinsightsintosometheopportunitiesthatexistforspecific products suchassnacks,non-alcoholicbeverages,andconfectionary. meat andwineacross Asian markets,therehasbeenlittlefocusontheopportunitiesformanufacturedfood While Australian andinternationalresearchhasfocussedonexportopportunitiesforproductssuchasdairy, commissioned aseriesofreportstodeepen Australian industryunderstandingofparticularmarkets. Australian basedfoodandbeveragemanufacturers,the Australian FoodandGroceryCouncil(AFGC) With risingincomesandincreasingconsumerdemandacross Asia presentingexportopportunitiesfor INTRODUCTION ƒ ƒ sector, forthefollowingspecific products: This MarketInsightsseriesofreportsfocusonthepremiumretailandHotels/Restaurants/Cafes(HoReCa) due to thelongtermfoodconsumptionforecasts. Thailand andMalaysiabecauseofimprovedaccessundertherespectivetradeagreeemnts;China While thereareexportopportunitiesacross Asia, the AFGC MarketInsightsfocusonthreekeymakets: COVERAGE PRODUCT ANDGEOGRAPHIC ƒ ƒ – – – Beverages – – – Snackfoods – – – – – – Premium ColdBeverages Tea Fruit Juice Cereal-based Bars Sugar Confectionery Chocolate ƒ ƒ ƒ ƒ – – Condiments – – Baked Goods – – – – Jams Premium TableSauces Baking Mixes Biscuits 1 across Thailand. For thoseseekingevenmoredetail,thereportcontainsdetailedresultsofpremiumretailstoresurveys promotional trends,anytradebarrierdetails–andcontactsforkeyretailersdistributorsinthemarket. covered productcategory—suchas‘shareofshelf’ forkeybrands,packagingsize,pricepoints,tastesand to theirspecificproductlines,whichfallsinPartIIofthisGuide. Those withsomebackgroundandexperiencein Thailand maywishtoskipdirectlythecontent relevant the underlyingmarket dynamics. standards. This informationwillbeusefultonewexportersandforestablishedlookingrevisit key tradeshowsandroutestomarket,aswellregulatorytradingconsiderationssuchlabelling Part Iofthisreportcontainsimportantinformationaboutmarketsizeandgrowth,food&beveragetrends, be fromcovertocover. We recommendthatyoufindyourownpaththroughthisMarketInsightsreport,whichmaynotnecessarily STRUCTURE OFTHEREPORT — shouldfindthedetailedinsightsbothpracticalandcompelling. (snacks, beverages,bakedgoods,condiments)—orthosewithcapabilitytoextendintothesecategories far beyondinformation whichisinthepublicdomain.Manufacturersproductcategoriescovered The MarketInsightsreportoffers detailedpracticalinsightsintospecificproductcategories, exports from Australia into Thailand. Australian food&beveragesector. Together, theseproductsrepresentopportunitiesforfood&beverage 2010–2012 focus fortworeasons:(i)eachhaswitnessedsignificantimportgrowth(between$6m–$219mfrom considerations for Australian food&beveragemanufacturers. These productshavebeenselectedforinitial By concentratingonspecificproducts,theMarketInsightsreportisabletobringdeeperinsightsintokey Analysis ofdatafromUNStatistical Database‘Comtrade’ 2014 1 ) intothetargetmarkets,and(ii)theyareexportitemssupportedbycapabilitiesof There youwillfinddetails—for each

VII AFGC MARKET INSIGHTS: THAILAND VIII AFGC MARKET INSIGHTS: THAILAND organisations, agenciesandcompaniesthatmayassistinprovidingfurtherinformation. details providedinthisMarketInsightsreportarelikelytochangeovertime. Annex VIIIcontainsalistof Commercial realities,marketaveragesandproducttrendschangefrequently. The insightsandcontact INFORMATION SOURCES OFFURTHER Exchange Rates Premium RetailMarket Selected ProductCategories Selected PremiumRetailMarket Selected Premium HoReCa Market Premium HoReCaMarket Australian Suppliers understanding theresultsandimplications. These include: There areseveraldefinedtermsusedthroughoutthisMarketInsightsreport,whichcriticalto MARKET INSIGHTSREPORT DEFINED TERMSINTHIS A$1 =0.95UnitedStatesDollars A$1 =30 Thai Baht income customers. Premium retailstoressupplyinggoodstomiddleandupper-middle goods, condiments). this MarketInsightsreport(snacks,beverages,baked Those productcategoriesincludedinthesurveyunderlying underlying thisMarketInsightsreport,assetoutin Annex II. Those PremiumRetailMarketstoresincludedinthesurvey Annex IV. in thesurveyunderlyingthisMarketInsightsreport,assetout Those PremiumHoReCaMarketgroupsandfranchisesincluded targeting middleandupper-middleincomecustomers. Premium hotel,restaurantandcafégroupsfranchises export from Australia into Thailand. Australian foodandbeveragemanufacturerswhomayseekto ƒ ƒ ƒ for eachcategoryincluding: what thisreporthighlightsforeachoftheproductscovered. The reporthighlightsanumberofopportunities consumers. Rather, suppliersshouldtesttheirproduct,pricing,packaging andotherdetailedfactorsagainst The opportunityfor Australian supplierswillnotemergefromanalysingthebroadtrendsamong Thai ƒ ƒ ƒ important trendsidentifiedinthisreportinclude: This reportshowsthatopportunitiesfor Australian suppliersareclearlydefinedandgrowing. Themost exceptionally opentoinnovationsintasteandpackaging. retail andhotel,restaurantcafé(HoReCa)channels,havegreatconfidenceinimportedproductare Thai consumersarespending7percentmoreonfoodeveryyear, areincreasingly purchasingfoodthrough Asian markets. Thailand‑Australia Free Trade Agreement andwhereitisrelativelyeasytodobusinesscomparedother This reportfocusseson Thailand –amarketthat Australia hasprivilegedaccesstothroughthe food products–snacks,beverages,bakedgoodsandcondimentsinMalaysia, Thailand andChina. understanding oftheopportunitiesthatexist. These reportsexamineopportunitiesforspecificmanufactured with fundingassistancefrom Austrade, commissionedaseriesofreportstodeepen Australian industry Australian basedfoodandbeveragemanufacturers,the Australian FoodandGroceryCouncil(AFGC) With risingincomesandincreasingconsumerdemandacross Asia presentingexportopportunitiesfor EXECUTIVE SUMMARY ƒ ƒ ƒ ƒ ƒ ƒ a snack‘onthego’. phase. Cerealbarsareincreasinglyseenbyyoungand wealthy Thais asa healthyoptionforbreakfastor Cereal Bars: ‘additive free’ confectionery. Confectionery: limited productionruns. This createsopportunitiesfor Australian producerstotrialproducts. Chocolates: emerging trends,willsoonbechasingyourmarketniche. to newideas, Australian suppliersmustbeawarethatlocal Thai manufacturers,famouslyadaptiveto innovation inflavoursandpackaging.Whilethismeans Thaidistributorsandretailersarealwaysopen Across productcategoriescoveredinthisreport,younger Thai consumersaredrivingdemandfor regulations farlessonerousthanthoseforentryintotheChinesemarket. Organic, healthyandfunctionalfoodsaregrowingfastin Thailand —withlabellingandhealthclaim and conveniencestories,wherefiercecompetitionisdrivinginterestinnewdif offer opportunitiesfor Australian premiumproductareoutlets(highendsupermarketformats) The growthinimportsisfastestatthepremiumendofmarket. The twodistributionchannelslikelyto Premium retailersareseekinghandcraftedboutiqueproducts thatcanbeshortand/or The marketforcerealbarsisexpectedtogrowrapidlyin thecurrentmarketdevelopment Thai consumersoftenprefersweetcandyandthereisa growingpreferencefor ferentiated products.

IX AFGC MARKET INSIGHTS: THAILAND X AFGC MARKET INSIGHTS: THAILAND ƒ ƒ ƒ ƒ ƒ Thai consumersorrequiremodificationforthismarket. and exportopportunitiesofthe Thai marketandtoassesswhethertheir productssuittheneedsof The AFGC hopesthisMarketInsightsreportassists Australian supplierstounderstandthecharacteristics ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Baking mixes: increasingly popular. and butterflavoursarepopularforsweetbiscuits.Forsavourybiscuits,newinnovative Biscuits: and significantgrowth(above15percentCAGRto2017)presentsopportunity range ofpremiumcoldbeveragesavailablein Thailand. The largevalueofthemarket(AUD1.26billion) Premium ColdBeverages: imported. Opportunityexistsforawiderangeoftraditionalandflavouredteaproducts. Tea: and large1-1.25litrecontainers. as ahealthyalternativetootherbeverages.Growthisexpectedinbothsingleserve(e.g.200ml) Fruit Juice: mixed fruits. Jams: strong growth. however Western stylesauces(includingWorcestershire, mayonnaiseandmustard)areenjoying Premium Table Sauces: vanilla andbutterbeingpopularflavours. The largestmarketforhotteain Thailand isexpatriatesandtourists.MostWestern stylehotteais A growingtrendisjamontoastforbreakfast,withpopularflavoursbeingorange,strawberryand Strong growthisexpectedinthebiscuitscategoryovershortterm.Chocolate,strawberry The fruitjuicemarketisexpectedtogrowrapidlyintheshorttermas Thais consumejuice The marketforcakemixesisintheearlystagesofdevelopmentwithchocolate, Traditional Thai sauces(fish,ginger, andchilli)currentlydominatethemarket Given thetropicalclimateandlargenumbersoftourists,thereisawide .

PART 1 2 AFGC MARKET INSIGHTS: THAILAND 1 2 Thailand alsoreceivesmorethan20 milliontouristsayearwhichisanimportantmarketfor Australian food between 15 and35,withsubstantiallygreateropennesstonewinnovativeproductstechnologies. of migrantsfromCambodia,Laos,MyanmarandNepalisincreasing.One-thirdthepopulationaged Most ofthe Thai populationisethnic Thai (75percent)or Thai Chinese(15percent),thoughthenumber The Thai populationiscurrently66.8millionwithmorethan7peopleestimatedtoliveinBangkok. 1.1 DEMOGRAPHICS many reasonsthat Thailand hasoneofthelowestunemploymentratesworldwide,currentlyat0.7percent. major effect onthenumberofincomingtouriststowardsendyear. Tourism employmentisoneofthe Despite political troubles,tourismhassurprisinglyexpandedby20percentin2013,eventhoughprotestshada of Thailand’s GDP, withnaturalresources,agriculturalproduceandelectronicsasmajorexport goods. Thailand isaneconomybuiltonastrongproductandserviceexportbase.Exportsaccountfor75percent will beaffected by politicalturbulence. The World BanknowforecastsanupswinginGDP growthbacktonear5percentin2014,though upper-middle income,reflectingtheincreaseinpurchasingpoweracrossbothurbanandruralhouseholds. in 2011, theWorld Bankupgraded Thailand’s incomecategorisationfromlower‑middleto from 6.5percentin2012downto3.22013–largelyduepoliticalturbulence.Morepositively, and GDP percapitaof AUD 5,768in2012.Its economicgrowthisexperiencingaslumpatpresent— Thailand isthesecondlargesteconomyinSoutheast Asia afterIndonesia,withaGDP of AUD 375.4billion 1.2 ECONOMICOVERVIEW and beverage products. TABLE 1: THAILAND GDP AND GDP PER capita (A$) GDP per Real GDP Growth (A$ billion) GDP Worldbank (2013)

PICTURE THE BIG -2.3% 4,188 277.6 2009

CAPITA 2 5,056 335.7 7.8% 2010 5,465 363.9 0.1% 2011

5,768 375.4 6.5% 2012

seafood preparations,cereals,coffee andtea,fruitvegetablejuices,fats oils exports into Thailand arecereals,flours,dairyandbaked goods.Majorgrowthcategoriesaremeatand such asBrazilhavebeenincreasingcontinuously(Figure1below). Australia’s majorfoodandbeverage late 90’s, whilemarketsharesofother ASEAN membercountries suchasMalaysiaandBRICcountries for freshproduce. Australia’s marketshareof Thailand’s totalfoodimportshasbeendecreasingsincethe goods imports. Thailand is Australia’s 6thlargestexportmarketforfoodandthe10th imports AUD 12.5billionoffoodandbeverageproductseveryyear. This amountsto5percentoftotal Thai In Thailand theratioofimportedfoodtodomesticallyproducedcurrentlystandsat30:70. Thailand 1.3 FOODTRADEWITHAUSTRALIA 3 NATIONS STATISTICAL DIVISION) FIGURE 1: MARKET SHARE OF THAILAND’S TOTAL FOOD IMPORTS (SOURCE: UNITED Analysis ofdatafromUNStatistical Database‘Comtrade’ 2014 3 .

3 AFGC MARKET INSIGHTS: THAILAND 4 AFGC MARKET INSIGHTS: THAILAND purchase processed andpackagedfoods,tryoutnewflavoursdinemorefrequently. for thisgrowth— Thailand has30millionmiddletoupper-incomecustomersthatareincreasinglyeager spends about35percentoftheirtotalincomeonfoodandbeverage.Higheraverageincomesareresponsible Thai consumerspendingonfoodisgrowingatastaggering7percentyearyear. A typical Thai familynow 2 4 as setoutin Table 2below. market withgrowthintherangeof4percentto18expectedeachyearovernextthreeyears, In Thailand, thetotalPremiumRetailMarketforSelectedProductCategoriesconstitutesaconsiderable 2.1 BROADTRENDSINFOODANDBEVERAGECONSUMPTION TABLE 2: MARKET SIZES AND FORECAST 3 YEAR CAGR FOR SELECTED PRODUCT CATEGORIES Jams Premium TableSauces Condiments Baking Mixes Biscuits Baked Goods Premium ColdBeverages Tea Fruit Juice Beverages Cereal-based Bars Sugar Confectionery Chocolate Snackfood Product Category Countries/Thailand/Industries/Processed-food#.U41oxeK2wos This sectiondrawson Austrade’s ProcessedFoodto Thailand report:http://www.austrade.gov.au/Export/Export-Markets/ category sections. › Specific product trends and insights are included in the relevant product Specific producttrendsandinsightsareincludedintherelevant

BEVERAGE TRENDS FOOD AND Thailand MarketSize in AUD million in AUD

1,263 1,821 1,179 108 242 474 316 842 211 32 84 24 84 21

4 Expected CAGRfor the next3years 15%–18% 7%–10% 6%–7% 5%–6% 8%–9% 4%–5% 6%–7% N/A N/A N/A N/A 7% 8% 6%

5 ƒ Eating out“fashionableandtrendy” ƒ ƒ ƒ Changing ConsumerTastes ƒ ƒ ƒ Changes indistributionchannelsandorigin PICTURE 1: ORGANIC LABELS THAILAND ƒ ƒ ƒ ƒ ƒ ƒ ƒ restaurants, milkcafés,coffee shops,bakeryhousesandicecreamparlours. This isexpectedtodirectly There hasbeenanincreaseinthepopularityof‘fashionable’ modern-styledeatingvenuesandfusioncuisine while ‘naturallyhealthy foods’ aregrowingatbetween7percent–15yearon Vitamins and dietarysupplementshavegrownbetween12percent–15yearonyear, Healthy andfunctionalfoodshavewitnessedtremendousgrowthoverthelast5yearsin Thailand. of products. generations. Organicsectionsin Thai high-endsupermarketsarenowwellstockedwithanextensiverange 2008 and2012, drivenpredominantlybyyounger Thais withlargerdisposableincomethanprevious The retailvalueoforganicfoodhasincreasedby10.5percenteachyearonaveragebetween Thailand isnowthelargestmarketforinstantcoffee intheworld. brought aboutthesurgeofgrowthinpackagedandprocessedfoodsbeverages—forexample, Urban Thais continuetomoveawayfromatraditionaldietofrice,vegetables,meatandseafood. This has this marketgrowth. Thailand isgrowingitsproportionoflocaltoimportedproduct,aswellimportingredientsfuel growing amongyounger Thais andworkingprofessionals. The retailmarketaccountsfor70percentoftotalfoodspending,althoughthepopularityeatingoutis ready-to-eat fooditemsarechallengingtraditionalwetmarketshoppingandhomecooking. The majorityof Thais stillpreferfreshfoodmarkets,butmanyconsumersnowshopatsupermarketsand affect volumesalesof packagedfoodviathefoodservicechannel. Austrade andGAINreport 5

5 AFGC MARKET INSIGHTS: THAILAND 6 AFGC MARKET INSIGHTS: THAILAND products in Thailand. products Australian productsneedtohaveauniquepropositionthat distinguishesthemfromlocalandimported green’ foodandgroceryoffering. Japan, theEUandKorea.Overall,thisisachallengetopresumeduniquenessof Australia’s ‘cleanand Australian productsareperceivedascompetingwithlarger, traditionalfoodsuppliercountriessuchasUS, products fromdifferent countries. In fact, Thai retailersassertthatconsumersdonothavestrongperceptionsofdifferentiation between of clean,hygienic,superiorqualityproducts–thoughnotsignificantlymoresothanotherforeignsuppliers. for usein Thailand’s foodmanufacturingsector. Australia isperceivedasareliableandreputablesource service sectors. There isgrowinginterestinimportedproducesuchascitrus,apples,cherriesandberries Imports offreshproducein Thailand haveincreasedsignificantly, particularlyintheretailandfood 6 2.2 ATTITUDETOIMPORTEDFOODANDBEVERAGE ƒ Ingredients needed ƒ Italian Food Samui and ChiangMai. and beveragetypicallysellsverywellinBangkoktouristprecinctssuchasPhuket,HuaHin,Krabi, tourism industry(See Table 3below) andthegrowthofupper-middleincomeearners.Importedfood Thailand’s demandforpremiumimportedfoodandbeverageisgrowinginlinewiththegrowth TABLE 3: TOURIST ARRIVALS TO THAILAND ƒ ƒ Growth Tourist arrivals preservative freeagentswhichextendshelflife(additives,flavourings,bakingingredients). both functionalingredients(minerals,vitamins,probiotics,andherbs)operativesuchas A stronggrowthiningredientimportation(mostlyforprocessedfoods)suggestsincreasingdemand increasing itspresenceonretailshelves. 400 Italian restaurantsinBangkok. Australian companySanRemoissellingeffectively intothisindustryand Italian foodhaswitnessedanexplosionofpopularityinrecentyears Thailand, withnowmorethan Worldbank (2013) 13% 14,150,000 2009 2010 13% 15,936,000 6 2011 21% 19,230,000 2012 16% 22,354,000 joint venturewith Thailand’s largestconsumer productgroup(Sahapat)tolaunchtheir Thai operations. Central RetailGroup).Lawson’s, the2ndbiggestJapanese convenienceoperator, hasjustenteredinto a overall size,followedby Tesco LotusExpress,CP FreshmartandFamilyMart (whichisnowownedbythe Thai convenienceretailingisthenewbattlegroundin retailsector:CPALL’s 7-Elevenchainleadsin 7-Eleven networkafterJapanandtheU.S. owner ofthe7-Elevennetworkin Thailand whichnownumbers7,000stores,istheworld’s thirdlargest (fast movingconsumergoods)salesgoingthroughthis channel. CPALL PublicCompany(CPALL), the There arenowmorethan12,000conveniencestoresnationwide, with15percentofallpackagedFMCG packaged foodsandgroceriestargetedatwealthierinner-urban consumers. hypermarket brandsarerapidlyrollingout‘premium’ conveniencestoreformats,sellinghigherquality 13 timesamonthonaveragebytheurbanshopper. 7-Elevenisstillthedominantplayer, though thelarge The mostdramaticgrowthinthe Thai retailfoodsectorhasbeeninconvenience stores,whicharevisited Convenience stores other stores,whileMakro(acquiredbyCP All in2013) operatescash&carrystoresofdifferent formats. C and Tesco Lotushavean“Extra”storeformatforexclusiveproducts, withmoreimportedproductsthantheir least onceaweekatoneofthetwomajorhypermarketchains,BigC(CarrefourGroup)and Tesco Lotus.Big Hypermarkets arecurrentlythebestperformingretailstoreformat,with90percentofurban Thais shoppingat Hypermarkets typically offers premiumproducts includingdomesticallyproducedgoodsaswellimporteditems. the mediumtohighincomecustomersandareconcentratedinBangkok. The Thai supermarketsegment Thailand’s majorsupermarketchainssuchas AEON, HomeFreshMart,andFoodlandSupermarkettarget Supermarkets recommended sectorfor Australian processedfoodexporterslookingtoenterthemarket. large quantitiesofimporteditemsontheirshelves,targetinghigh-income Thais andexpatriates. This isa Gourmet MarketandFoodland. These premiumsupermarketsin Thailand offer gourmetfoodsandhave Major storebrandsin Thailand’s premiumretailsectorincludeVilla Market, Tesco Lotus, Tops, The Mall Premium retailstores introduced productsthroughout Thailand. SA ofFrance,and theNetherlands-basedMakro. This expansionhasledtogreateravailabilityofnewly industry byleadinginternationalretailchains—includingUK-based Tesco, CasinoGuichard-Perrachon located indenselypopulatedandthemoreaffluentareas. Therehasbeenaproliferationin Thailand’s retail of allspendingonfoodandbeverageoccursatsomeformretailoutlet,withmostmodernstores Asia afterChina,duetoahighlevelofforeignanddomesticinvestmentintheretailindustry. 70percent Driven byhypermarketsandconveniencestores, Thailand isthesecondmostdynamicretailmarketin 2.3.1 Retailstoreformats 2.3 OUTLINEOFTHEFOODANDBEVERAGESUPPLYCHAIN

7 AFGC MARKET INSIGHTS: THAILAND 8 AFGC MARKET INSIGHTS: THAILAND differentiated products whichcreatesopportunityfor Australian suppliers. attention. This fiercecompetitionhassparkedincreasedinterestininnovative, a spaceworthyofexporter’s These conveniencestoresarenowpromotingthemselvesasdedicated“FoodConvenience”and other internationalrestaurants. demand forbeef,cheese,seafood,wineandseasonings whichareusedinwestern-style,Japaneseand on average, imports30percentoffoodsoldlocally. Growth inthetourism industryhasresultedinagrowing tourist restaurantsandcorporatefoodservicerelyheavily onimportedfood. The Thai HoReCasector, 150,000 outlets,including100,000restaurantsandmore than5,000hotelsandresorts.Hotels,resorts, Thailand’s large PremiumHotelRestaurantCafé(HoReCa)foodservicesectorcomprisesapproximately 2.3.2 PremiumHoReCaMarket — with10stores. food retailers.Itisasmallerchain,butoffers awiderangeofpremiumproducts,mainlyinBangkok Part ofthe The MallGroup,whooperatesupermarketswithanemphasisonfreshproduce and The MallGourmetMarket customers. They sourceglobally, with Australia aparticularandgrowingfocus. Villa Markethasbeeninthe Thai market formorethan40years,targetingexpatsandhigh-end Villa Supermarket in high-endresidentialareassuchasSukhumvitandPloenchit,Bangkok. Key supermarketplayer, offering highqualitypremiumproducts.Mostoftheir14storesarelocated Foodland complete rangeofqualityproductsfrombothlocalandinternationalsources. convenience stores,including Tops andtheFoodhall. Tops supermarkets(currently139)offer a Central FoodRetailisoneofthelargestfoodretailersin Thailand thatoperatessupermarkets,and Tops (CentralFoodRetail) hypermarkets andconveniencestoresunderthe Tesco brand. Distribution System.Inadditiontohigh-endsupermarkets,theyoperatehypermarkets,compact Tesco isthelargestfoodretailerin Thailand andoperatesunderthemanagementofEkchai Tesco Lotus Major premiumsupermarketoperators individual HoReCabranches. segment thattakeovertheimportprocessforthem. Through theirdealers,theymarkettheproductsto In theHoReCaindustry, exportersaretypicallyrequiredtoworkwithfooddistributorsinthepremium Thailand toestablisharelationship. and distributorsasperthediagrambelow. Directcontactwithretailersisusuallyoftenthebeststrategyin directly throughthelargeretailersineithersupermarketorconveniencestoreformat,withimporters such asChina. Australian supplierswantingtoaccessthe Thai consumerwouldtypicallyeitherwork Exporting to Thailand isrelativelyuncomplicatedcompared tocomplexprocessesinother Asian markets 2.3.3 Distributionchannels FIGURE 2: ROUTES TO THE MARKET — RETAILERS contact details. › Checkout Annex IVforinformationonPremium HoReCa playersandtheir

9 AFGC MARKET INSIGHTS: THAILAND 10 AFGC MARKET INSIGHTS: THAILAND common intheconveniencesectoraswell. activities willbeasignificantadvantage. Asintheotherretailsegments,listingfeesfornewproductsare and supportiscritical.Followinginitialdiscussions,using a Thai distributortofast-trackimportandsales important productqualitiesandcommercialopportunities. Forthisreason,preparinglocaltranslation accessing Thai conveniencestores.However, Thai languageskillsareessentialtoaccurately convey Going directtothegroupheadoffice—particularlybyvisitinginpersonismostef Accessing Thaiconveniencestores of retailoutletsandstockkeepingunits. should beawarethatmultinationalretailerstypicallychargelistingfeesfornewproducts,basedonnumber large productamountsandproductsthathavebeenwellestablishedinthe Thai market. Australian suppliers more likelytolookintonewproductcategories,hypermarketsandcash&carryareusuallyinterestedin their distributioncentres.Whereassupermarketsmightconsidersmallerproductamountsandwouldbe operate theirowncentralwarehouses.Somechainsalsoimportdirectlyandhavegoodstransportedto Supermarket, hypermarketsandcash&carrystoreformatsoftenworkwithimportersdistributors Accessing Thaisupermarketsandhypermarkets FIGURE 3: ROUTES TO THE MARKET — HORECA fective pathto ƒ ƒ Ildex Bangkok ƒ ƒ Food Pack Asia ƒ ƒ FI Asia -Thailand ƒ ƒ Food andHotelThailand ƒ ƒ THAIFEX -World ofFood Asia the keyevents. Most fooddistributorsandretailerscanbemetatthemajor Thai foodtradeshows.Seebelow foralistof 2.3.4 FoodTrade Shows and many speakEnglishfluently. information andsamplestosupplytheirproducts.Communicatingwithdistributorsistypicallyveryeasy The typical Thai distributorwouldrequireanexportertofill inanapplicationformandprovideproduct sector. They typicallycombineimportanddistributionactivitiessupportexporterswithregulatoryissues. There areplentyof Thai distributorsfocussingondifferent productcategoriesinthefoodandbeverage Supply throughDistributors ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ livestock anddairyexpo Bangkok, biennial(February) food processingandpackaging,drinktechnology Bangkok, yearly(February/March) food ingredients Bangkok, biennial(September) food anddrink,hotel,bakery, foodservice(equipment) Bangkok, yearly(September) focus onfoodimports,wholesale,distribution,andhotelrestaurantindustries Bangkok, yearly(May) › › Formoreinformationon thesemajortradeshows,referto Annex VI. Checkout Annex IIIforimporter/distributorinformationandcontactdetails. 11 AFGC MARKET INSIGHTS: THAILAND 12 AFGC MARKET INSIGHTS: THAILAND 3 Australia and Thailand signedafreetradeagreement(knownas TAFTA) in2005,whichhasreducedor countries. other Asian Thailand’s economyisfairlyopenwithafocusoninternationaltrade,particularly ASEAN partnersand AGREEMENTS 3.1 TRADEPOLICYPOSITIONANDAPPROACHTO ASEAN membercountries. The implementationofthe ASEAN EconomicCommunity(AEC)in2015islikelytoincreasetradebetween and Peru. Through the ASEAN membership, Thailand alsohasFTAs withChinaandKorea(see Table 4). which Thailand isasignatory. Thailand hasalsonegotiatedbilateralFTAs withIndia,Japan,NewZealand products wasfurtherentrenchedintheregional ASEAN-Australia-New ZealandFTA, effective in2010,to eliminated tariffs onmostproductsimportedfrom Australia. The reductionintariff barriersfor Australian TABLE 4: THAILAND'S FREE TRADE AGREEMENTS Economic Cooperation(BIMSTEC) Bay ofBengalInitiativeonMulti-Sectoral Technical and Thailand–EU Under negotiation AFTA Thailand-India ASEAN-China Thailand-Australia Thailand-New Zealand Thailand-Japan ASEAN-Japan ASEAN-Korea ASEAN-India ASEAN-Australia-New Zealand Thailand-Peru Trade Partner

TRADING ENVIRONMENTS REGULATORY AND

1 January1993 1 September2004 1 January2005 1 January2005 1 July2005 1 November2007 1 June2009 1 January2010 1 January2010 12 March2010 1 January2012 Trade Agreement EffectiveDate ƒ ƒ Customs Barriers ƒ Subsidies produce andcommodities. Thailand quiteeasily. MostNTBsareimposedonunprocessedorsemi-processedagricultural Processed andpackagedfoodsgenerallyhavelowlevelsofnon-tradebarriers(NTB)enter 3.2.2 Non-Tariff Barriers Details onproductscoveredinthisreportareincludedthespecificproductcategories. may fallunderthedefinitionof“agriculturalsensitiveproducts”–andhaveatarif Australian suppliersshouldbeawarethatsomebeveragesincludingteaandwithaddeddairy are 10percentbelowtheratethat Thailand offers tonon-FTA partnercountries. are atlowlevels(e.g.8percentforcornand12coffee in2014)and“outofquota”tariff rates that areexpandedyearlyuntilmostofthemwillbeeliminatedby2020(exceptdairy).“Inquota”tariff rates Under TAFTA, Thailand hastariff ratequotasinplaceforproductssuchasdairy, coffee, tea,cornandsugar Tariff ratequotas calculated basedonthecost,insuranceandfreight(CIF)value,plus7percentValue Added Tax (VAT). with theexceptionofdairycommodityproducts,willbeeliminatedby2020. Tariffs in Thailand aregenerally tariffs comparedto10–20percenttariffs forcountrieswithnoFTA with Thailand. Any remainingtariffs, trade. Since1January2010,mostfoodandbeverageproductsimportedfrom Australia hadzeroimport The Thailand-Australia Free Trade Agreement (TAFTA) hashadasignificantimpacton Australia-Thai 3.2.1 Tariff Barriers 3.2 TARIFFANDNON-TARIFFBARRIERS ƒ ƒ ƒ at the Thai Border. It isimportanttothoroughlyreviewandcheckdocumentation forexportto Thailand tominimiseissues Close consultation with Thai partnersis likely tominimiseanyproblems. There areexamplesofproblemswithcustomsvaluation forfoodproductsentering Thailand. known currentpricesupportprogramsonprocessedfood andgrocery. might bereleasedonglobalmarkets,depressingprices tobelowthecostofacquisition. There areno owned stocksofrice(estimatedat15millionmetrictons). A majorconcernforexportersisthatthese Price supportprogramstobolsterthedomesticriceindustryhaveresultedinsubstantialgovernment landed costthroughFreeTrade Agreements. PRACTICAL TIP —MakesureyourThaicustomerknowsthatyoucanreducetheir f ratequotaapplied. 13 AFGC MARKET INSIGHTS: THAILAND 14 AFGC MARKET INSIGHTS: THAILAND ƒ The followingfoodsafetystandardsarerequiredwhenexportingitemsto Thailand: and hygieneissues. Many internationalfirmshaveestablishedapresencein Thailandsupplyingservicesrelatedtofoodsafety When itcomestostandards,qualityandhygienearethemajorfocusareasinprocessedfoodsector. of Commerce. the MinistryofFinance’s CustomsDepartment,theMinistryof Agriculture andCooperativestheMinistry shared betweenanumberof Thai government bodiesincludingtheFoodandDrug Administration (FDA), regulations. Controloftheimportation,marketing,distributionandsalesinprocessedfoodindustryis The Thai Food Act B.E.2522from1979isthekeylegislationthatgoverns Thai foodsafetystandardsand 3.3 Overviewoffoodregulationandimportstandards 7 requirements toregisterwiththeFDA: As perthe Thai Food Act, foodisdividedintothefollowing fourcategories,withdifferent documentation ƒ ƒ ƒ ƒ When seekingregistrationwiththeFDA,suppliersmustprovide: commercial organisations(certifyingbodies)toissueproductcertificates. IAF istheJoint Accreditation Systemof Australia andNewZealand(JAS-ANZ).JAS-ANZaccredits certified bytheInternational AccreditationForum(IAF).In Australia,theonlyorganisationcertifiedby only recognisesdocumentsissuedbyagovernmentorganisation,orcommercialorganisationthatis Exporters arerequiredtoregistertheirproductswiththe Thai FDA togainmarketaccess. The Thai FDA Registration withtheThaiFoodandDrug Administration ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Food productsmustbeapprovedandregisteredwiththe Thai FDA priortoimportation Hazard Analysis atCriticalControlPoints(HACCP) —aninternationallyaccreditedstandard Good ManufacturingPractice—ageneralstandard Six labels A productionflowchart Details oftheexactcompositionbypercentageeachingredient Two samplesofeachproduct › › USDA, Foodand Agricultural ImportRegulations andStandards–Narrative(2014) Linkstorelevantapplicationformscanbefound in Annex VII. ForalinktotheJAS-ANZdatabaseofcertifiedbodies,refer 7

Annex VII. THAI TABLE 5: OVERVIEW OF DOCUMENTATION REQUIREMENTS TO REGISTER WITH THE I. SpecificControlledFood Food Category Quality orStandard II. PrescribedFoodtohave

FDA salt, sauces(e.g.fishsauce), rice, cream,chocolate,iodised mineral water, vitaminfortified margarine, cheese,natural containers, fatsandoils,butter/ and drinkingwaterinsealed coffee, tea,soybeanmilk includes electrolytedrinks, sodium cyclamate fruit juice),foodscontaining in sealedcontainers(e.g. infant food,foodandbeverages glycosides, foodadditives, foods, foodcontainingsteviol includes dairy, weight-control Food Items jam, semi-processedfood derived fromsoybeanprotein, vinegar, honey, seasonings 6. 5. 4. 3. 2. 1. Minimum requirements Documentation Requirements approximately 2days application processwilltake Timeframe: Productrecordfiling 3. 2. 1. Minimum requirements Baht 5,000perapplication and registeringaproductcosts Timeframe: About onemonth 7. Original copyofcertificate manufacturing flowchart product formulationand food manufacturerof Original copyfrom Thai andinforeignlanguage Four copieseachoflabelsin Analysis Report An OriginalCopyofLab Food ImportLicense food product (Or. 17Form) foreach Application Form Product Registration manufacturing premise Original copyofcertificate Food ImportLicense record filing Form) foreachfoodproduct Application Form(SorBor. 5 Product RecordFiling A unitofproductsample manufacturing premise 15 AFGC MARKET INSIGHTS: THAILAND 16 AFGC MARKET INSIGHTS: THAILAND Under Thai law, foodproductsmustdisplaythefollowinginformationforconsumersin Thai language: 3.3.1 Labelling ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ IV. GeneralFood III. FoodRequiredtoBearLabel Food Category Name andaddressoftheimporter Name andaddressofthemanufacturer Registration number (both genericandtrade) Name andbrandoftheproduct can befoundat Annexes VandVIII. › A fulllistoflabellingrequirementsandalistingrelevantThaiGovernmentagencies

sauces insealedcontainers, chewing gum,candy, bread, processed gelatineandjelly, irradiated foods,GMO includes specialpurposefoods, Food Items seasonings, sugar, spices (e.g. aminoacid),flour, synthetic substances,nutrients products, plant includes animalsandanimal ready-to-eat foods products, flavouringagent, brine, brownriceflour, meat ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Health andnutritionalclaims(ifany) Any additivesused Net weightandvolume Manufacturing andexpirydates 2. 1. Minimum requirements approximately 2days application processwilltake Timeframe: Productrecordfiling 3. 2. 1. Minimum requirements Documentation Requirements manufacturing premise original copyofcertificate Only forfrozenfood, Food ImportLicense manufacturing premise Original copyofcertificate Food ImportLicense record filing Form) foreachfoodproduct Application Form(SorBor. 5 Product RecordFiling customs website. DFAT website. A samplecertificateoforiginrequiredforexportsto Thailandcanbefoundonthe Australian Further informationonhowtoobtainacertificateoforiginandrelatedrequirementscanbefoundthe Commerce andIndustry(ACCI)orthe Australian IndustryGroup(AIG). Australian suppliersrequireacertificateoforiginthatcanbeobtainedthroughthe 3.3.2 Certificateoforigin (Export Markets— low fat. Additional informationonlabellingcanbefoundthe Austrade website four blankstickerscoveringRecommendedDailyIntake(RDI)percentages,and‘healthclaims’ such as Some ‘low fat’,areoftenrequiredtobe‘stickeredover’. Australian productispresentonretailshelveswith Any healthclaimsneedtobeprovenattimeofFDA approval.Healthandotherclaimssuchas‘GMO free’, Annexes VIIandVIII. › › ForlinkstotheDFAT websiteandaCertificate ofOriginsample,pleasereferto ForalinktotheThailandmarketprofileon Austrade website,referto Annex VII. Thailand). Australian Chamberof 17 AFGC MARKET INSIGHTS: THAILAND 18 AFGC MARKET INSIGHTS: THAILAND This reportshowsthatopportunitiesfor Australian suppliersareclearlydefinedandgrowing. Thailand has beendecreasingsincethe1990sisatrendweneedtoreverse. Thailand‑Australia Free Trade Agreement. The factthat Australia’s shareoftotalfoodimportsinto Since 2005, Australia hashadprivilegedaccessintothe Thai marketthroughthefar-reaching Critically, the Thai consumerismoreaccessiblethroughretailandHoReCachannelsthaneverbefore. great confidenceinimportedproduct,andisexceptionallyopentoinnovationtastepackaging. and beveragemanufacturers. The Thai consumerisspending7percentmoreonfoodeveryyear, has When consideringexpansioninto Asia, the Thai consumershouldbefirmlyinthemindof Australianfood SUMMARY 8 suited formarketentryinto Thailand. retailers, distributors,franchisesandotherHoReCagroups(manyofwhichareidentifiedinthisreport)well The Thai marketisuniquelyopentonew ideasinfoodandgrocery. This makesdirectapproachesto what thisreporthighlightsforeachoftheproductscovered. consumers. Rather, suppliersshouldtesttheirproduct,pricing,packaging andotherdetailedfactorsagainst The opportunityfor Australian supplierswillnotemergefromanalysingthebroadtrendsamong Thai ƒ ƒ ƒ The mostimportanttrendsidentifiedinthisreportinclude: ƒ ƒ ƒ emerging trends,willsoonbechasingyourmarketniche. to newideas, Australian suppliersmustbeawarethatlocal Thai manufacturers,famouslyadaptiveto innovation inflavoursandpackaging.Whilethismeans Thaidistributorsandretailersarealwaysopen Across productcategoriescoveredinthisreport,younger Thai consumersaredrivingdemandfor regulations farlessonerousthanthoseforentryintotheChinesemarket. Organic, healthyandfunctionalfoodsaregrowingfastin Thailand —withlabellingandhealthclaim and conveniencestories,wherefiercecompetitionisdrivinginterestinnewdif offer opportunitiesfor Australian premiumproductareoutlets(highendsupermarketformats) the growthinimportsisfastestatpremiumendofmarket Analysis ofdatafromUNStatistical Database‘Comtrade’ 2014 8 . The twodistributionchannelslikelyto ferentiated products.

PART 2 20 AFGC MARKET INSIGHTS: THAILAND 4 9 selected sub-categoriesaresetoutin Table 6. categories in Thailand was AUD 1.18billionin2013. cereal-based barsub-categories. The totalPremiumRetailMarketsizeofthesesnackfoodproduct For thepurposeofthisreport,category“Snackfoods”coverschocolate,sugarconfectionaryand TABLE 6: CHARACTERISTICS OF SURVEYED SNACKFOOD SUB-CATEGORIES bars Cereal-based Confectionary Sugar Chocolates Sub-Category Estimate: EuromonitoranddecisionAsia analysis

SNACKFOODS 1904 1704 1806 HS Code snack bars Roasted orunroastedcereal-based Nougat, butnotincludingchewinggum Jellies, Chews, Toffees, Caramels, Lollipops, Mints,Pastilles,Gums, such asboiledSweets,Liquorice, Particularly non-cocoaconfectionary, specialty chocolates(i.e.boxes) Filled/unfilled chocolateslabs,barsor growth products Description ofhighestcurrenttrade 9 Average pricerangeandpackagesizeforthe 100g 2.00–4.33 per in AUD Price Range 100g 1.83–2.83 per 100g 0.83–1.83 per chocolate: Slabs of bars: 25–45g Chocolate Range Package Size package) (4 or6barsper 25–50g perbar 250g gums: 100– candies, wine Chewy and lollies:50g Hard candy 50–250 100–375g 10 market sharesinpremiumretail. popular brand,followedbyVan HoutenandLindt.InadditionFerreroBeryl’s productshavelarge The premiummarketisdominatedbyimportedbrandsfrom EuropeandtheUS.Hershey’s isthemost Retail Market. Figure 4setsouttheindicative“ShareofShelf”forchocolatebrandsin Thai SelectedPremium 4.1.1 Keyplayersandbrands out in Table 7. Average pricerangeandpackagesizeforchocolateintheSelectedPremiumRetailMarketareset expected togrowataCAGRof6percentoverthenext3years. The totalPremiumRetailMarketsizeforchocolatein Thailand was AUD 842millionin2013. The marketis 4.1 CHOCOLATES FIGURE 4: MAJOR CHOCOLATE BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET TABLE 7: OVERVIEW OF PACKAGING AND PRICE POINT RANGES - CHOCOLATE Chocolates Product Category

Estimate: EuromonitoranddecisionAsia analysis 2.00–4.33 per100g Price Rangein AUD 10

chocolate: 100–375g Chocolate bars:25–45gSlabsof Package SizeRange 21 AFGC MARKET INSIGHTS: THAILAND 22 AFGC MARKET INSIGHTS: THAILAND in therangeof8percent–15cent. (AUD 2.00–AUD 4.33)per100grams.RetailersintheSelectedPremiumRetailMarketenjoyretailmargins The averagepriceforchocolateintheSelectedPremiumRetailMarketrangesbetween THB 60–130 4.1.3 Pricepoints Smaller slabs,giftboxesorchocolatebarsaretypicallypreferredoverlargepackages. 100 grams and375forslabsofchocolatebetween2545bars. The averagepackagesizeforchocolatesintheSelectedPremiumRetailMarketrangesbetween 4.1.2 Packaging Free sampling andpricepromotionsaretypicallyrequiredformpartoftheretailers’ tradingterms. of the SelectedPremiumRetailMarketshasidentified2promotions(activeduringsurveyperiod). Common promotionsforchocolatesinthePremiumRetailMarketconsistofpricereductions.Oursurvey 4.1.5 Marketingandpromotion but younger consumershavestartedtobuychocolatebarsasapremiumsnackfooditem. Premium retailcustomerstypicallybuychocolategiftboxeswithpralinesratherthanbars, The majorflavoursusedinchocolatesandchocolatebarsaredairymilk,almond,hazelnutorfruits. 4.1.4 Producttrends › › › › Thedetailsofpromotionsidentifiedduringthesurvey periodareavailablein Annex I. Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailablein Annex I. A fulllistofsurveyedretailpricesisavailablein Annex I. A fulllistofsurveyedpackagesizesisavailablein Annex I. requirements forCategoryIIimportscanbefoundinSection3.2. Chocolate fallsunder“CategoryII—PrescribedFoodtohaveQualityorStandard”. The documentation chocolate arerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonchocolatephasedoutin2010.However, importersof 4.1.6 Trade barriers PICTURE 2: CHOCOLATE DISPLAY AT VILLA MARKET short/limited runs —thiscreatesopportunityforsmallchocolateproducers. Retailers areactivelyseekinghandcraftedboutiqueproductsandcomfortablewith Austrade Insights

23 AFGC MARKET INSIGHTS: THAILAND 24 AFGC MARKET INSIGHTS: THAILAND are setoutin Table 8. Average pricerangeandpackagesize rangeforsugarconfectioneryintheSelectedPremiumRetailMarket The market isexpectedtogrowataCAGRof8percentoverthenext3years. The totalPremiumRetailMarketsizeforsugarconfectioneryin Thailand was AUD 316millionin2013. 4.2 SUGARCONFECTIONERY 11 Our surveyhasfoundthattheHoReCachannelisnotsufficientlydevelopedforchocolatesub-category ƒ ƒ Our surveyhasidentified: A The typicalroutetothePremiumRetailMarketforimportedchocolatesisthrough3rdpartydistributors. 4.1.7 Routestomarket TABLE 8: OVERVIEW OF PACKAGING AND PRICE POINT RANGES – SUGAR CONFECTIONERY ƒ ƒ “Routes toMarket”overviewfor Thailand isprovidedatSection2.3.3. Sugar Confectionery Product Category

imported chocolates. 5 distributorssupplyingthe Thai PremiumRetailMarketwithasignificantselectionof 5 retailersinthe Thai SelectedPremiumRetailMarketwithasignificantselectionofimportedchocolates. Annexes II andIII. › Estimate: EuromonitoranddecisionAsia analysis An overviewandcontactdetailsforretailersdistributorsareavailablein 0.83–1.83 per100g Price Rangein AUD 100–250g Chewy candies,winegums: Hard candyandlollies:50g 50–250g Package SizeRange 11

. 50 grams andwinegumsorotherchewyjellieshavingpackage sizesbetween100gramsand250grams. between 50gramsand250grams,withthepackagesize ofhardcandyandlolliesrangingaround The averagepackagesizeforimportedsugarconfectionery intheSelectedPremiumRetailMarketranges 4.2.2 Packaging There arecurrentlynoleadinglocalbrandsinthePremiumRetailMarket. Fisherman’s(e.g. Mentos, ChupaChups),Storck(Werther’s), (Lofthouse)andtheIndonesianbrand Yupi. The PremiumRetailMarketisdominatedbyEuropeanbrandssuchasHariboandPerfettivanMelle Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 5setsouttheindicative“ShareofShelf”forsugarconfectionerybrandsin Thai Selected 4.2.1 Keyplayersandbrands RETAIL MARKET FIGURE 5: MAJOR SUGAR CONFECTIONERY BRANDS IN THE THAI SELECTED PREMIUM › A fulllistofsurveyed packagesizesisavailablein Annex I. 25 AFGC MARKET INSIGHTS: THAILAND 26 AFGC MARKET INSIGHTS: THAILAND Premium Retail Marketenjoyretailmarginsintherangeof8percent–15cent. THB 25–55 (AUD0.83– AUD 1.83) per100gramsforimportedbrands.RetailersintheSelected The averagepriceforsugarconfectioneryintheSelectedPremiumRetailMarketrangesbetween 4.2.3 Pricepoints PICTURE 3: SHELF WITH SUGAR CONFECTIONERY AT VILLA MARKET › A fulllistofsurveyed retailpricesisavailablein Annex I.

confectionery sub-category. Our surveyhasfoundthattheHoReCachannelisnotsufficiently developedforthesugar ƒ ƒ Our surveyhasidentified: distributors. A “RoutestoMarket”overviewfor Thailand isprovidedatSection2.3.3. The typicalroutetothePremiumRetailMarketforimportedsugarconfectioneryisthrough3rdparty 4.2.7 Routestomarket requirements forCategoryIIIimportscanbefoundinSection3.2. Sugar confectioneryfallsunder“CategoryIII–FoodrequiredtobearLabel”. The documentation However, importers ofsugarconfectioneryarerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonsugarconfectioneryphasedoutin2010. 4.2.6 Trade barriers promotions (activeduringthesurveyperiod). trading terms.However, oursurveyoftheSelectedPremiumRetailMarketscouldnotidentifyany and sampling. Trade promotionandin-storearetypicallyrequiredformpartoftheretailers’ Common promotionsforsugarconfectioneryinthePremiumRetailMarketconsistofprice 4.2.5 Marketingandpromotion Emerging flavourtrendsalsoincludefruity, creamyand milky flavours. typically prefersweetsnacksandcandy, butrecentlyanincreaseinmintyflavourshasbeenobserved. There isabalanceddemandbetweenhardandchewycandiesinthePremiumRetailMarket. The Thai 4.2.4 Producttrends ƒ ƒ sugar confectionery. 5 distributorssupplyingthe Thai PremiumRetailMarketwithasignificantselectionofimported sugar confectionery. 5 retailersinthe Thai SelectedPremiumRetailMarketwithasignificantselection ofimported Annexes II andIII. › Thai retailershaveexpressedgrowinginterestin“additivefree”confectionery. Austrade Insights An overviewand contactdetailsforretailersanddistributorsareavailablein 27 AFGC MARKET INSIGHTS: THAILAND 28 AFGC MARKET INSIGHTS: THAILAND The PremiumRetailMarketconsistsof100percentimported brandssuchasCorny, Alpen, andNature Retail Market. Figure 6setsouttheindicative“ShareofShelf”forcereal-basedbarsbrandsin Thai SelectedPremium 4.3.1 Keyplayersandbrands 12 Valley. The Thai Premium Retail Marketconsistsof100percentimportedbars. are setoutin Table 9. Average pricerangeandpackagesizeforcereal-basedbarsintheSelectedPremiumRetailMarket The market isexpectedtogrowataCAGRof6–7percentoverthenext3years. The totalPremiumRetailMarketsizeforcereal-basedbarsin Thailand was AUD 21millionin2013. 4.3 CEREAL-BASEDBARS RETAIL MARKET FIGURE 6: MAJOR CEREAL-BASED BARS BRANDS IN THE THAI SELECTED PREMIUM TABLE 9: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — CEREAL-BASED BARS Cereal-based Bars Product Category

Estimate: EuromonitoranddecisionAsia analysis 1.83–2.83 per100g Price Rangein AUD (4 or6barsperpackage) 25–50g perbar Package SizeRange 12

Premium RetailMarketsidentifiedonepromotion(activeduringthesurveyperiod). promotion aretypicallyrequiredandformpartoftheretailers’ tradingterms.Our surveyoftheSelected The majortypeofpromotionforcereal-basedbarsispricepromotion. Trade promotionandin-store 4.3.5 Marketingandpromotion traditional breakfast foodssuchas Thai fishballsandotherfriedsnacks. are now seenasahealthierbreakfastorconvenientsnackoption,especiallywhencomparedwith younger Thais aswellexpatriates. Among theyoungerandwealthierconsumers, cerealbars Cereal bars arenotyetuniversallypopularamong Thais howeverconsumptionhasincreasedamong The majorflavoursusedincereal-basedbarsareoatsandhoney, peanutbutter, fruitandalmond. 4.3.4 Producttrends enjoy retail marginsintherangeof8percent–15cent. THB 55–58 (AUD1.83–AUD2.83)per100grams.RetailersintheSelectedPremiumRetailMarket The averagepriceforcereal-basedbarsintheSelectedPremiumRetailMarketrangesbetween 4.3.3 Pricepoints 25 grams and50perbar. Packageswithseveralbarstypicallyinclude4or6bars. The averagepackagesizeforcereal-basedbarsintheSelectedPremiumRetailMarketrangesbetween 4.3.2 Packaging › › › Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailablein Annex I. A fulllistofsurveyedretailpricesisavailablein Annex I. A fulllistofsurveyedpackagesizesisavailablein Annex I.

29 AFGC MARKET INSIGHTS: THAILAND 30 AFGC MARKET INSIGHTS: THAILAND sub‑category. Our surveyhasfoundthattheHoReCachannelisnotsufficiently developedforthecereal-basedbars ƒ ƒ Our surveyhasidentified: party distributors. A “RoutestoMarket”overviewfor Thailand isprovidedatSection2.3.3. The typicalroutetothePremiumRetailMarketforimportedcereal-basedbarsisthrough3rd 4.3.7 Routestomarket requirements for CategoryIIIimportscanbefoundinSection3.2. Cereal-based barsfallunder“CategoryIII—FoodrequiredtobearLabel”. The documentation However, importers ofcereal-basedbarsarerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesoncereal-basedbarsphasedoutin2010. 4.3.6 Trade barriers PICTURE 4: CEREAL-BASED BARS ON TOPS SUPERMARKET SHELF ƒ ƒ cereal‑based bars. 6 distributorssupplyingthe Thai Premium RetailMarketwithasignificantselectionofimported cereal‑based bars. 5 retailersinthe Thai SelectedPremiumRetailMarketwithasignificantselection ofimported II andIII. › An overviewandcontactdetailsforretailers anddistributorsareavailablein Annexes

5 14 13 out in Table 11. Average pricerangeandpackagesizeforfruitjuiceintheSelectedPremiumRetailMarket areset expected togrowataCAGRof7–10percentoverthenext3years. The totalPremiumRetailMarketsizeforfruitjuicein Thailand was AUD 474millionin2013. The marketis 5.1 FRUITJUICE sub‑categories aresetoutin Table 10. Thailand was AUD 1.82billionin2013. beverage sub-categories. The totalPremiumRetailMarketsizeofthesebeverageproductcategoriesin For thepurposeofthisreport,category“Beverages”coversfruitjuice,teaandpremiumcold TABLE 10: CHARACTERISTICS OF SURVEYED BEVERAGE CATEGORIES TABLE 11: OVERVIEW OF PACKAGING AND PRICE POINT RANGES - FRUIT JUICE Sub-Category Fruit Juice Product Category Beverages Premium Cold Tea Fruit Juice

Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

BEVERAGES 2202 0902 2009 HS Code carbonated drinks premium non‑cola (e.g. icedtea), Ready‑todrink tea Energy Drinks, warm beverage Tea forconsumptionas major premiumretailers. shelf spaceallocationat is donebyexamining trends. Forexample,this that representlocal Specific producttypes products current tradegrowth Description ofhighest 2.00–2.33perlitre Price Rangein AUD 13 Average pricerangeandpackagesizefortheselected

per litre 2.00-2.33 in AUD Price Range per litre 1.33–2.67 per 100g 6.67–15 14

1–1.25 litres Package SizeRange 1–1.25 litres Package SizeRange 500ml forother drinks sizes between250mland energy drinksandvarious 100ml, 150ml,and200mlfor 100–500ml; mostcommon: 30–50g 31 AFGC MARKET INSIGHTS: THAILAND 32 AFGC MARKET INSIGHTS: THAILAND Fresh fruitjuiceiscurrentlysellingin1.25litreand1 plasticcontainersinthechilledjuicesection. (e.g. 200 mlpacks)areincreasinglypopularforpeoplewhotake juicetoworkorschool.BerriandHarvey designs —localproducersaretypicallyveryquickatadopting newpackagingtrends.Smallpackages 1.25 litres,butmostcommonare1litrecardboardboxes. Juicepackagingin Thailand requirescolourful The averagepackagesizeforfruitjuiceintheSelected Premium RetailMarketrangesbetween1litreand 5.1.2 Packaging existing stronglocalbrands. Berri juiceandUSFloridaNaturaljuice. This isahighlycompetitivesegmentforforeignsuppliersdueto However, severalforeignbrandshaveestablishedapresenceinthis segment, includingHarveyFresh, The PremiumRetailandHoReCaMarketsaredominatedbythelocalbrands Tipco, MaleeandChabaa. Market, includingpremiumimportedaswelllocalbrands. Figure 7setsouttheindicative“ShareofShelf”forfruitjuicebrandsin Thai SelectedPremiumRetail 5.1.1 Keyplayersandbrands FIGURE 7: MAJOR FRUIT JUICE BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET Annexes II andIII. › An overviewandcontactdetailsforretailers anddistributorsareavailablein premium coldbeveragessuch asenergydrinks. and mixedfruit-vegetablejuices. Healthconsciousconsumersin Thailand typicallypreferfruitjuices over The majorflavoursusedin fruit juiceareapple,orange,andgrape.Currenttrends include mixedfruit 5.1.4 Producttrends 5 percent–10centmargin. the range of8percent–15cent.HoReCaplayersin SelectedPremiumRetailMarkethavea (AUD 2.00 – AUD 2.33)per litre.RetailersintheSelectedPremiumRetailMarketenjoyretailmargins The averagepriceforfruitjuiceintheSelectedPremium RetailMarketrangesbetween THB 60–70 5.1.3 Pricepoints PICTURE 5: FRUIT JUICE DISPLAY AT FOODLAND › A fulllistofsurveyedretailpricesisavailablein Annex I.

33 AFGC MARKET INSIGHTS: THAILAND 34 AFGC MARKET INSIGHTS: THAILAND ƒ ƒ Our surveyhasidentified: provided atSection2.3.3. that havelinkstotheretailers’ purchasingdepartments. A “RoutestoMarket”overview for Thailand is through 3rdpartydistributors,whilelocalbrandfruitjuiceismainlydistributeddirectlybythemanufacturers The typicalroutetothePremiumRetailaswellHoReCaMarketforimportedfruitjuiceis 5.1.7 Routestomarket The documentationrequirementsforCategoryIimportsbefoundinSection3.2. c. b. a. specific requirements: Fruit juicefallsunder“CategoryI—SpecificControlledFood”ofthe Thai Food Act, withthefollowing juice arerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonfruitjuicephasedoutin2010.However, importersoffruit 5.1.6 Trade barriers period). Selected PremiumRetailMarketshasidentified2promotions(activeduringthe surveyperiod). and in-storepromotionaretypicallyrequiredformpartoftheretailers’ tradingterms.Our surveyofthe Common promotionsforfruitjuiceinthePremiumRetailMarketconsistofpricepromotions. Trade promotion 5.1.5 Marketingandpromotion ƒ ƒ selection ofimportedfruitjuice. 7 distributorssupplyingthe Thai PremiumRetailMarket andtheHoReCaindustrywithasignificant of importedfruitjuice. 5 retailersand2HoReCaplayersinthe Thai SelectedPremiumRetailMarketwithasignificantselection Food additivesshallcomplywithMinistryofPublicHealthnotification281andCODEX ii. i. Food labellingconditions ii. i. Maximum preservativelevel Annexes II andIII. › › Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailablein Annex I. An overviewandcontactdetailsforretailers anddistributorsareavailablein Declaration of“naturalcolour”or“artificialforanyusage Declaration of“utilisingpreservatives”foranyusage 100mg per1kgofbeverage Benzoic acidorsorbicsaltsofbothacids,tobecalculatedasacid,shallnotmorethan Sulphur dioxideshallbenotmorethan70mgper1kgofbeverage 15 Western teabrands— especiallyLiptonand Twinings —overlocalbrands. The majorlocalbrandsareRanong Tea and3Horses. The PremiumHoReCaMarketappearstoprefer The premiumretailmarketisdominatedbytheleadinginternational brandsLipton, Twinings, andDilmah. including premiumimportedaswelllocalbrands. Figure 8setsouttheindicative“ShareofShelf”forteabrandsin Thai SelectedPremiumRetailMarket, 5.2.1 Keyplayersandbrands Table 12. Average pricerangeandpackagesizeforteaintheSelectedPremiumRetailMarketaresetout expected togrowataCAGRof4–5percentoverthenext3years. The totalPremiumRetailMarketsizeforteain Thailand was AUD 84millionin2013. The marketis 5.2 TEA FIGURE 8: MAJOR TEA BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET TABLE 12: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — TEA Tea Product Category

Estimate: EuromonitoranddecisionAsia analysis 6.67–15 per100g Price Rangein AUD 15 30–50g Package SizeRange 35 AFGC MARKET INSIGHTS: THAILAND 36 AFGC MARKET INSIGHTS: THAILAND players intheSelectedPremiumRetailMarkethavea5percent–10centmargin. the SelectedPremiumRetailMarketenjoyretailmarginsinrangeof8percent–15cent.HoReCa (AUD 6.67– AUD 15.00)per100grams,withmulberryteastypicallybeingatthehigherend.Retailersin The averagepriceforteaintheSelectedPremiumRetailMarketrangesbetween THB 200–450 5.2.3 Pricepoints and 50grams. The averagepackagesizeforteaintheSelectedPremiumRetailMarketrangesbetween30grams 5.2.2 Packaging 2020. Table 13summarisestheapplicable TRQs. Importersofteaarealso requiredtopayVAT of 7percent. Quota (TRQ)schemeincreasesthequotafor Australian originatingteasuchthatitisentirelyeliminatedfrom applicable tariff dependsonwhethertheproductfalls withinaspecifiedannualquota,ornot. The Tariff Rate Tea belongstoa listofso-called“Sensitive Agricultural Products”in Thailand. Fortheseproducts, the 5.2.6 Trade barriers Selected PremiumRetailMarketshasidentified5promotions(activeduringthesurveyperiod). and in-storepromotionaretypicallyrequiredformpartoftheretailers’ tradingterms.Oursurveyofthe Common promotionsforteainthePremiumRetailMarketconsistofpricepromotions. Trade promotion 5.2.5 Marketingandpromotion target group inthissegmentis,unsurprisingly, expatriatesandtourists. establishments andglobalhotelchains,thepopularityofhotteasisincreasing. The most reliable (iced) herbalteaswithmilkhavebeenpreferred.However, throughinternationalfoodandbeverage balance’ andforbloodvesselhealth.Hotteaisstill initsinfancythe Thai market. Traditionally cold A morerecenttrendismulberrytea,whichstronglypromotedashealthyoptiontosupport‘bloodsugar English Breakfast,flavouredgreenteas,jasmineandfruit-flavouredteasarethemostpopularflavours. In Thailand, themarketforteaconsumedasahotbeverageislargelysuppliedbyimports.EarlGrey, 5.2.4 Producttrends › › Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailablein Annex I. A fulllistofsurveyedpackagesizesisavailablein Annex I. 16 16 requirements forCategoryIIimportscanbefoundinSection 3.2. Tea fallsunder“Category II–PrescribedFoodtohaveQualityorStandard”. The documentation TABLE 13: TARIFF RATE QUOTAS — TEA PICTURE 6: SHELF WITH TEA BOXES AT THE MALL tariffs Out-quota tariffs In-quota (ton) Quotas

Margin ofpreference 10% MOP rate with WTO 12 96.96 2014 16

10% with MOP WTO rate 10 101.81 2015 10% with MOP WTO rate 8 106.90 2016 10% with MOP WTO rate 6 112.24 2017 10% with MOP WTO rate 4 117.8531 2018 10% with MOP WTO rate 2 123.75 2019 10% with MOP WTO rate 0 Free 2020 37 AFGC MARKET INSIGHTS: THAILAND 38 AFGC MARKET INSIGHTS: THAILAND ƒ ƒ Our surveyhasidentified: Market” overviewfor Thailand isprovidedatSection2.3.3. 3rd partydistributors,whilelocalbrandteaismainlydistributeddirectlybythemanufacturers. A “Routesto The typicalroutetothePremiumRetailMarketandHoReCaforimportedteaisthrough 5.2.7 Routestomarket 17 Market aresetoutin Table 14. Average pricerangeandpackagesize rangeforpremiumcoldbeveragesintheSelectedPremiumRetail The marketisexpectedtogrowataCAGRof15–18percentoverthenext3years. The totalPremiumRetailMarketsizeforpremiumcoldbeveragesin Thailand was AUD 1.26billionin2013. 5.3 PREMIUMCOLDBEVERAGES PREMIUM TABLE 14: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — ƒ ƒ Premium ColdBeverages Product Category

selection ofimportedtea. 5 distributorssupplyingthe Thai PremiumRetailMarketandtheHoReCaindustrywithasignificant of importedtea. 5 retailersandHoReCaplayersinthe Thai SelectedPremiumRetailMarketwithasignificantselection › Estimate: EuromonitoranddecisionAsia analysis An overviewandcontactdetailsforretailersdistributorsareavailablein Annex I.

COLD

BEVERAGES 1.33–2.67 perlitre Price Rangein AUD other drinks between 250mland500mlfor energy drinksandvarioussizes 100ml, 150ml,and200mlfor 100–500ml; mostcommon: Package SizeRange 17

between 125mlto250ml. The mostcommon sizesare125ml,200and250ml. The averagebottleorcansizeforpremiumcoldbeverages intheSelectedPremiumRetailMarketranges 5.3.2 Packaging The Premium HoReCaMarketisdominatedbyNestlé’s NesteaandLipton’s RTD icedteabrands. energy drinkssegment. The majorimportbrandsareCalpisfromJapanandCocaCola’s MinuteMaid. RTD icedteasegment,SponsorintheelectrolytedrinkssegmentandKratingDaengM150 The premiumretailmarketisdominatedbylocalbrandssuchas ThaiBev’s OishibrandandIchitaninthe Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 10setsouttheindicative“ShareofShelf”forpremiumcoldbeveragebrandsin Thai Selected 5.3.1 Keyplayersandbrands RETAIL MARKET FIGURE 9: MAJOR PREMIUM COLD BEVERAGE BRANDS IN THE THAI SELECTED PREMIUM › A fulllistofsurveyed packagesizesisavailablein Annex I. 39 AFGC MARKET INSIGHTS: THAILAND 40 AFGC MARKET INSIGHTS: THAILAND However, oursurveyoftheSelectedPremium RetailMarketscouldnotidentifyanypromotions(active Trade promotionandin-storearetypicallyrequiredformpartoftheretailers’ tradingterms. in thePremiumRetail Marketconsistofproductsampling. Common promotionsforpremiumcoldbeverages 5.3.5 Marketingandpromotion Energy drinksaregenerallynotflavoured. In addition,milkyflavoursandmixingjuiceswithmilk(e.g. MinuteMaidNutriboost)areemergingtrends. black tea iced teas lemon are most popular, but new trendsareJapanesericeandchrysanthemumflavours. — theymostlybuygreenflavouredicedteas.Greentea withlemonand/orhoneyflavoursandpeach of salesinthepremiumcoldbeveragesegment. The Thai typicallyprefercoldteabeveragesoverhotteas iced teasenjoythehighestmarketshares—withRTD icedteas currently accountingforover60percent In the Thai premiumcoldbeveragemarket,energyandisotonicdrinksaswellready-to—drink(RTD) 5.3.4 Producttrends players intheSelectedPremiumRetailMarkethavea5percent–10centmargin. Selected PremiumRetailMarketenjoyretailmarginsintherangeof8percent–15cent.HoReCa ready‑todrink icedteasandotherpremiumcoldbeveragesbeingatthehigherend.Retailersin THB 40–80 (AUD1.33– AUD 2.67) perlitre,withenergydrinkstendingtobeatthelowerendand The averagepriceforpremiumcoldbeveragesintheSelectedPremiumRetailMarketrangesbetween 5.3.3 Pricepoints during thesurveyperiod). › A fulllistofsurveyedretailpricesisavailablein Annex I.

such thatitisentirelyeliminatedfrom2020. Table 15summarises theapplicable TRQs. annual quota,ornot. The Tariff RateQuota(TRQ)schemeincreasesthequota for Australian originatingtea in Premium coldbeveragesthatcontainmilkbelongtoalistofso-called“Sensitive Agricultural Products” However, importersofpremiumcoldbeveragesarerequiredtopayVAT of7percent. Import dutiesonmostpremiumcoldbeveragewereeliminatedwhen TAFTA cameintoeffect in2005. 5.3.6 Trade barriers PICTURE 7: PREMIUM COLD BEVERAGE SHELF AT THE MALL Thailand. Fortheseproducts,theapplicabletariff dependsonwhethertheproductfallswithinaspecified 41 AFGC MARKET INSIGHTS: THAILAND 42 AFGC MARKET INSIGHTS: THAILAND ƒ ƒ Our surveyhasidentified: at Section 2.3.3. cold beveragesisthrough3rdpartydistributors. A “RoutestoMarket”overviewfor Thailand isprovided The typicalroutetothePremiumRetailMarketandHoReCaforimportedpremium 5.3.7 Routestomarket The documentation requirementsforCategoryIIimportscanbefoundinSection3.2. Premium coldbeveragesfallunder“CategoryII—PrescribedFoodtohaveQualityorStandard”. 18 TABLE 15: TARIFF RATE QUOTAS — BEVERAGES CONTAINING MILK tariffs Out-quota tariffs In-quota (ton) Quotas ƒ ƒ

significant selection ofimportedpremiumcoldbeverages. 6 distributorssupplyingthe Thai PremiumRetailMarketandtheHoReCaindustrywitha selection of importedpremiumcoldbeverages. 5 retailersand2HoReCaplayersinthe Thai SelectedPremium RetailMarketwithasignificant Annexes II andIII. › Margin ofPreference An overviewandcontactdetailsforretailersdistributorsareavailablein

WTO 11 0.00 2014 10% MOP with rate 18

WTO 10 0.00 2015 10% MOP with rate 10% MOP with rate WTO 9 0.00 2016 WTO 8 0.00 2017 10% MOP with rate 10% MOP with rate WTO 7 0.00 2018 10% MOP with rate WTO 6 0.00 2019 10% MOP with rate WTO 5 0.00 2020 10% MOP with rate WTO 4 0.00 2021 10% MOP with rate WTO 3 0.00 2022 18 10% MOP with rate WTO 2 0.00 2023 10% MOP with rate WTO 1 0.00 2024 10% MOP with rate WTO 0 Free 2025 6 20 19 in Table17. Average pricerangeandpackagesize rangeforbiscuitsintheSelectedPremiumRetailMarketaresetout expected togrowataCAGRof8–9percentoverthenext3years. The totalPremiumRetailMarketsizeforbiscuitsin Thailand was AUD 211 millionin2013. The marketis 6.1 BISCUITS selected sub‑categoriesareset outin in Thailand was AUD 242million in2013. sub‑categories. The totalPremiumRetailMarketsizeofthesebakedgoodsproductcategories For thepurposeofthisreport,category“BakedGoods”coversbiscuitandbakingmix TABLE 16: CHARACTERISTICS OF SURVEYED BAKED GOODS CATEGORIES TABLE 17: OVERVIEW OF PACKAGING AND PRICE POINT RANGES – BISCUITS Biscuits Sub-Category Biscuits Product Category Baking Mixes

Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

BAKED GOODS 190120 1905 HS Code and biscuits doughs forbreads,cakes Baking mixesandprepared Crisp savourybiscuits gingerbread, waffles,wafers) Sweet biscuits(excluding trade growthproducts Description ofhighestcurrent Imported: 1.67–3.00per100g 0.67–1.33 per100g Locally produced: Price Rangein AUD Table 16. 19 Average pricerangeandpackagesizeforthe

20 1.67–3.00 per 1.67–3.00 per Imported: per 100g 0.67–1.33 Locally produced: AUD Price Rangein 100g 0.33–1.00 per 100g

100–150g Package SizeRange

100–150g Range Package Size 400–1000g 43 AFGC MARKET INSIGHTS: THAILAND 44 AFGC MARKET INSIGHTS: THAILAND and 150grams. The averagepackagesizeforbiscuitsintheSelectedPremiumRetailMarketrangesbetween100grams 6.1.2 Packaging savoury biscuitsegment. are Bissin(ThaiPresidentFoods)andGlicoColloninthesweetbiscuitsegmentPretz (Glico Japan)inthesweetbiscuitsegmentandKamblysavourysegment.Majorlocalbrands The PremiumRetailMarketisdominatedbyimportedproduct,suchasOreo(Nabisco),Walkers, andPocky Market, includingpremiumimportedaswelllocalbrands. Figure 10setsouttheindicative“ShareofShelf”forbiscuitsbrandsin Thai SelectedPremiumRetail 6.1.1 Keyplayersandbrands FIGURE 10: MAJOR BISCUITS BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET › A fulllistofsurveyed packagesizesisavailablein Annex I. Category IIIimportscanbefoundinSection3.2. Biscuits fallunder“CategoryIII—Foodrequiredtobear Label”. The documentationrequirementsfor biscuits arerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonbiscuitsphasedoutin2010.However, importersof 6.1.6 Trade barriers promotion (activeduringthesurveyperiod). part oftheretailers’ tradingterms.OursurveyoftheSelected PremiumRetailMarketshasidentifiedone bonus productsorpricediscounts. Trade promotionandin-storearetypicallyrequiredform Common promotionsforbiscuitsinthePremiumRetailMarketconsistofproductsamplingform 6.1.5 Marketingandpromotion The Thai HoReCasegmentfavourssavoury biscuitsandcrackers. tom yum (Thaispicysoup)andlarbsalad)flavourshaverecentlyarisen. variation inflavourtrendsoverrecentyears.Inthesavourysegmentnewsuchaspizza, significant. Mostpopularflavoursinthesweetsegmentarechocolate,strawberryandbutter Sweet biscuitsdominatethe Thai PremiumRetailMarket,thoughthepresenceofsavourybiscuitsisalso 6.1.4 Producttrends HoReCa playersintheSelectedPremiumRetailMarkethavea5percent–10centmargin. Selected PremiumRetailMarketenjoyretailmarginsintherangeof8percent–15cent. Premium RetailMarketrangesbetween THB 50-90(AUD1.67– AUD 3.00)per100grams.Retailersinthe THB 20–40 (AUD0.67– AUD 1.33)per100grams. The averagepriceforimportedbiscuitsintheSelected The averagepriceforlocallyproducedbiscuitsintheSelectedPremiumRetailMarketrangesbetween 6.1.3 Pricepoints › › Thedetailsofpromotionsidentifiedduringthesurveyperiodareavailablein Annex I. A fulllistofsurveyedretailpricesisavailablein Annex I. , withlittle

45 AFGC MARKET INSIGHTS: THAILAND 46 AFGC MARKET INSIGHTS: THAILAND ƒ ƒ Our surveyhasidentified: A “RoutestoMarket”overviewfor Thailand isprovidedatSection2.3.3. through 3rdpartydistributors,whilelocalbrandbiscuitsaremainlydistributeddirectlybythemanufacturers. The typicalroutetothePremiumRetailMarketandHoReCaforimportedbiscuitsis 6.1.7 Routestomarket PICTURE 8: BISCUITS SHELF AT THE MALL ƒ ƒ of importedbiscuits. 6 distributorssupplyingthe Thai PremiumRetailMarketandHoReCaindustrywithasignificant selection of importedbiscuits. 5 retailersand6HoReCaplayersinthe Thai SelectedPremiumRetailMarketwithasignificantselection Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsareavailablein 21 RUF, Imperial,andMomMaid(King Milling)beingtheleadingbrands. The Thai PremiumRetailMarketconsistsofimportedproductsonly, withGeneralMills’ BettyCrockers, Retail Market. Figure 11 setsouttheindicative“ShareofShelf”forbakingmixbrandsin Thai SelectedPremium 6.2.1 Keyplayersandbrands set outin Table 18. Average pricerangeandpackagesizeforbakingmixesintheSelectedPremiumRetailMarketare is expectedtogrowataCAGRof7percentoverthenext3years. The totalPremiumRetailMarketsizeforbakingmixesin Thailand was AUD 32millionin2013. The market 6.2 BAKINGMIXES FIGURE 11: MAJOR BAKING MIX BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET TABLE 18: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — BAKING MIXES Baking mixes Product Category

Estimate: EuromonitoranddecisionAsia analysis 0.33–1.00 per100g Price Rangein AUD 21 400–1000g Package SizeRange 47 AFGC MARKET INSIGHTS: THAILAND 48 AFGC MARKET INSIGHTS: THAILAND margins intherangeof8percent–15cent. (AUD 0.33– AUD 1.00)per100grams.RetailersintheSelectedPremiumRetailMarketenjoyretail The averagepriceforbakingmixesintheSelectedPremiumRetailMarketrangesbetween THB 10–30 6.2.3 Pricepoints 40 grams and1kg. The averagepackagesizeforbakingmixesintheSelectedPremiumRetailMarketrangesbetween 6.2.2 Packaging Premium RetailMarketscouldnotidentifyanypromotions (activeduringthesurveyperiod). Baking mixesarenothighlypromotedinthe Thai premiumretailmarket.OursurveyoftheSelected 6.2.5 Marketingandpromotion bread mixes. are chocolate,whitevanilla,yellowcakeandbuttercake. There isonlylimitedpresenceof among theyoungerpopulationthatlookforconvenientbakingoptions. driven byinterestthroughpremiumretailstoreslocatedinexpatriateareas. There isgrowthpotential Baking mixesarenotyetawell-establishedproductin Thai marketasyet.Demandispickingupslowly, 6.2.4 Producttrends › › ƒ ƒ ƒ Austrade Insights A fulllistofsurveyedpackagesizesisavailablein Annex I. A fulllistofsurveyedretailpricesisavailablein Annex I. ƒ ƒ ƒ EU suppliersdominateflour/bakemixesmarketforbakeriesandfoodservice. Local Thais typicallydonothave bakingovensathome. Cake mixesaremostsuccessfulinexpatareas. The mostpopularcakemixflavours sub‑category. Our surveyhasfoundthattheHoReCachannelisnotsufficiently developedforthebakingmixes ƒ ƒ Our surveyhasidentified: A The typicalroutetothePremiumRetailMarketforimportedbakingmixesisthrough3rdpartydistributors. 6.2.7 Routestomarket Category IIIimportscanbefoundinSection3.2. Baking mixesfallunder“CategoryIII—•FoodrequiredtobearLabel”. The documentation requirementsfor baking mixesarerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonbakingmixesphasedoutin2010.However, importersof 6.2.6 Trade barriers ƒ ƒ “Routes toMarket”overviewfor Thailand isprovidedatSection2.3.3. baking mixes 5 distributorssupplyingthe Thai PremiumRetailMarketwithasignificantselectionofimported baking mixes 5 retailersinthe Thai SelectedPremiumRetailMarketwithasignificantselection ofimported

49 AFGC MARKET INSIGHTS: THAILAND 50 AFGC MARKET INSIGHTS: THAILAND PICTURE 9: BAKING MIXES SHELF DISPLAY AT FOODLAND 7 23 22 Market aresetoutin Table 20. Average pricerangeandpackagesize rangeforPremium Table SauceintheSelectedPremiumRetail The market isexpectedtogrowataCAGRof5–6percentoverthenext3years. The totalPremiumRetailMarketsizefor Table Saucein Thailand was AUD 24millionin2013. 7.1 PREMIUMTABLESAUCES are setoutin Table 19. was AUD 108millionin2013. sub‑categories. The totalPremiumRetailMarketsizeofthesecondimentsproductcategoriesin Thailand For thepurposeofthisreport,category“Condiments”coverspremiumtablesaucesandjams TABLE 19: CHARACTERISTICS OF SURVEYED CONDIMENTS SUB-CATEGORIES TABLE 20: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — PREMIUM Premium Table Sub-Category Premium TableSauce Product Category Jams Sauces

Estimate: EuromonitoranddecisionAsia analysis Estimate: EuromonitoranddecisionAsia analysis

CONDIMENTS 2007 2103 HS Code 22 Average pricerangeandpackagesizefortheselected sub‑categories value flavoursineachmarket Jams —particularlyhighest focus on‘premium’ sauces tomato‑based sauces,witha Table sauces,excluding trade growthproducts Description ofhighestcurrent 0.67–1.33 per100g Price Rangein AUD 0.67–1.33 per 100ml 0.67–1.33 per AUD Price Rangein 100g 100–200ml Package SizeRange 23

170–400g 100–200ml Range Package Size

TABLE

SAUCE 51 AFGC MARKET INSIGHTS: THAILAND 52 AFGC MARKET INSIGHTS: THAILAND between 100mland200ml. The averagebottlecontentforPremium Table SauceintheSelectedPremiumRetailMarketranges 7.1.2 Packaging Maggi (Nestle),French’s (ReckittBenckiser),andHeinz. and severalinternationalbrandslikeBestFood(Unileverbrand,butproducedlocallybySansernSons) Retail andthePremiumHoReCaMarketsaredominatedbytwolocalbrands—Sukhum,Megachef — inparticularUSandEuropeanbrandscompetetheWestern stylesaucescategory. The Premium Domestic brandscompetefiercelyinthetraditional Thaisaucessegment,whereasinternationalbrands Premium RetailMarket,includingpremiumimportedaswelllocalbrands. Figure 12setsouttheindicative“ShareofShelf”forPremium Table Saucebrandsinthe Thai Selected 7.1.1 Keyplayersandbrands RETAIL MARKET FIGURE 12: MAJOR PREMIUM TABLE SAUCE BRANDS IN THE THAI SELECTED PREMIUM › A fulllistofsurveyed packagesizesisavailablein Annex I. ƒ ƒ Our surveyhasidentified: Section 2.3.3. Table Sauceisthrough3rdpartydistributors. A “RoutestoMarket”overviewfor Thailand isprovidedat The typicalroutetothePremiumRetailMarketandHoReCaforimported 7.1.7 Routestomarket Categories IandIIIimportscanbefoundinSection3.2. and “CategoryII—PrescribedFoodtohaveQualityorStandard”. The documentationrequirementsfor Depending onthetypeofsauce,thesearecategorisedas“CategoryIII—Foodrequiredtobearlabel” However, importersofPremium Table SaucesarerequiredtopayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonPremium Table Sauceswereeliminatedin2005. 7.1.6 Trade barriers of theSelectedPremiumRetailMarketscouldnotidentifyanypromotions(activeduringsurveyperiod). Promotional activitiesforPremium Table Saucestypicallyconsistofpricepromotions.However, oursurvey 7.1.5 Marketingandpromotion sauces —areenjoyingstronggrowthinthePremiumRetailMarketandHoReCaMarket. consumers. However, Western stylesauces—especiallyWorcestershire, mayonnaiseandmustard-based every nationaldish. Traditional saucetypesarethestapleofevery Thai household—includingpremium The traditional Thai cuisineinvolvesfish,ginger, garlicandchilisaucesthatcanbefoundinalmost 7.1.4 Producttrends have a5percent–10centmargin. margins intherangeof5percent–12cent.HoReCaplayersSelectedPremiumMarket THB 20–40 (AUD0.67– AUD 1.33)per100ml.RetailersintheSelectedPremiumRetailMarketenjoyretail The averagepriceforPremium Table SauceintheSelectedPremiumRetailMarketrangesbetween 7.1.3 Pricepoints ƒ ƒ significant selectionofimportedPremium Table Sauces. 8 distributorssupplyingthe Thai Premium RetailMarketandthePremiumHoReCawitha of importedPremium Table Sauces. 5 retailersandHoReCaplayersinthe Thai SelectedPremiumRetailMarketwithasignificantselection Annexes II andIII. › › An overviewandcontactdetailsforretailers anddistributorsareavailablein A fulllistofsurveyedretailpricesisavailablein Annex I. 53 AFGC MARKET INSIGHTS: THAILAND 54 AFGC MARKET INSIGHTS: THAILAND PICTURE 10: AUSTRALIAN PRODUCT PROMOTION AT TOPS ƒ ƒ ƒ Austrade Insights ƒ ƒ ƒ EU suppliersdominateflour/bake mixesmarketforbakeriesandfoodservice. Local Thais typicallydonothavebakingovensathome. Cake mixesaremostsuccessfulinexpatareas. 24 Retail Market. Figure 13setsouttheindicative“ShareofShelf”forjambrandsin Thai SelectedPremium 7.2.1 Keyplayersandbrands Table 21. Average pricerangeandpackagesizeforjamsintheSelectedPremiumRetailMarketaresetout expected togrowataCAGRof6–7percentoverthenext3years. The totalPremiumRetailMarketsizeforjamsin Thailand was AUD 84millionin2013. The marketis 7.2 JAMS FIGURE 13: MAJOR JAM BRANDS IN THE THAI SELECTED PREMIUM RETAIL MARKET TABLE 21: OVERVIEW OF PACKAGING AND PRICE POINT RANGES — JAMS Jams Product Category

Estimate: EuromonitoranddecisionAsia analysis 24 0.67–1.33 Price Rangein AUD 170–400g Package SizeRange 55 AFGC MARKET INSIGHTS: THAILAND 56 AFGC MARKET INSIGHTS: THAILAND and 400grams. The averagepackagingsizeforjamsintheSelectedPremiumRetailMarketrangesbetween170grams 7.2.2 Packaging also rareinthePremiumHoReCaMarket. locally producedisBestFoods(UnileverproductsbyChabaaBangkok).Domesticbrandsare St.DalfourandHero. The major brandthatis dominated byEuropeanandUSbrandssuchasSmucker’s, In the Thai PremiumRetailMarketjamsareprimarilyanimportedproduct,withalotofshelfspace Premium RetailMarketscouldnotidentifyanypromotions(activeduringthesurveyperiod). Jams arecurrentlynothighlypromotedinthe Thai premiumretail market.OursurveyoftheSelected 7.2.5 Marketingandpromotion and chocolate-basedspreads. breakfast isagrowingtrend.Inadditiontojams,high-endconsumersarealsoincreasinglybuyingpeanut The mostpopularjamflavourscurrentlyareorange,strawberryandmixedfruits.Enjoyingtoastfor 7.2.4 Producttrends have a5percent–10centmargin. margins intherangeof8percent–15cent.HoReCaplayersSelectedPremiumMarket (AUD 0.67– The averagepriceforjamsintheSelectedPremiumRetailMarketrangesbetween THB 20–40 7.2.3 Pricepoints › › A fulllistofsurveyedpackagesizesisavailablein Annex I. A fulllistofsurveyedretailpricesisavailablein Annex I. AUD 21.33)per100grams.RetailersintheSelectedPremiumRetailMarketenjoyretail ƒ ƒ Our surveyhasidentified: through 3rdpartydistributors. A “RoutestoMarket”overviewfor Thailand isprovidedatSection2.3.3. The typicalroutetothePremiumRetailMarketandHoReCaforimportedjamsis 7.2.7 Routestomarket The documentation requirementsforCategoryIIimportsbefoundinSection3.2. Jam fallsunder“CategoryII—PrescribedFoodtohaveQualityorStandard”ofthe Thai Food Act. are required topayVAT of7percent. Following TAFTA’s entryintoforce,tariff dutiesonjamsphasedoutin2010.However, importersofjam 7.2.6 Trade barriers ƒ ƒ 6 distributorssupplyingthe Thai PremiumRetailMarketwithasignificantselectionofimported jams. selection of importedjams. 5 retailersand2HoReCaplayersinthe Thai SelectedPremiumRetailMarketwithasignificant Annexes II andIII. › An overviewandcontactdetailsforretailersdistributorsare availablein 57 AFGC MARKET INSIGHTS: THAILAND 58 AFGC MARKET INSIGHTS: THAILAND PICTURE 11: JAMS SHELF DISPLAY AT TOPS ANNEXES 60 AFGC MARKET INSIGHTS: THAILAND

ANNEX I — STORE CHECKS THAILAND

VILLA MARKET

Date collected: 8 Mar 2014 Store: Villa market JP Co.,Ltd. Store Address: 61 Srinakarin Rd., Nongbon Prawet, Bangkok 10250 NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Sweet Oreo Double stuf, chocolate Double stuf, All = 100 display in 2 rows 137 g 27.25 THB 0.20 biscuit cream, double delight, chocolate cream, Blueberry Ice cream, Orange Orange Ice cream Ice cream, Strawberry, Peanut butter chocolate cream Salty Kambly Bretzeli, almond, Pistaches, Almond, Caprice, All = 80 display in 4 rows 80 g 128 THB 1.60 biscuits Butterfly, caprice, chocolate, Noisettes florentin, coeur truffe', coeur noisettes, noisettes Salty Pirre pure Butter, lemon&almond, pure Butter, All = 50 display in 1 row 125 g 118 THB 0.94 biscuits bisuiterie mixed Berries, coconut, milk lemon&almond, chocolate, dark chocolate mixed Berries cake Imperial Butter cake All = 10 display in 1 row 400 g 60 THB 0.15 bread Mom Maid All = 15 display in 1 row 1000 g 95 THB 0.10 PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods bars Hershey's Cookie & cream, creamy Cookie & cream, All = 150 display in 3 rows 28 g 24 THB 0.86 milk chocolate with almond, dark chocolate with creamy milk chocolate, dark almond, creamy chocolate with almond milk chocolate with almond Slabs Van Houten Fruit & Nut, Roasted Almond, Fruit & Nut, All chocolate slabs = 32 display 150 g 104 THB 0.69 Hazelnut Roasted Almond, in 1 row Hazelnut Bars Van Houten Fruit & Nut, Hazelnut, Milk Fruit & Nut, All chocolate slabs = 72 display 40 g 29 THB 0.73 Chocolate Roasted Almond, in 2 row Hazelnut Pastilles Fisherman's Cherry, Citrus, Spearmints, Cherry, Sugar free All = 200 display in 1 row 25 g 36 THB 1.44 friend Mints, Spicy Mandarin, mint, Spearmints Herbel Mints, sugar free mint Chewy Mentos Tutti Fruity, Rainbow, Sour Mint, Sour mix, All = 250 display in 1 row 37 g 10 THB 0.27 mix, Fruit, Mint mix, Mint Fruit Chewy Werther's Caramel Chewy Caramel Chewy All Chewy =10 display in 1 row 50 g 20 THB 0.40 Original Boiled Werther's Cream Candy, Coffee Candy Cream Candy, All Boiled Sweets =15 display in 50 g 20 THB 0.40 Sweets Original Coffee Candy 1 row 61 AFGC MARKET INSIGHTS: THAILAND 62 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods Toffee Werther's Caramel Cream Caramel Cream All Chewy =7 display in 1 row 50 g 20 THB 0.40 (continued) Caramels Original snack bars Alpen Fruit & nut, strawberry Raspberry & All Snack bars = 40 display in 95 g THB 0.00 & yogurt, raspberry & yogurt, summer 1 row yogurt, fruit & nut with fruit, fruit & nut with milk chocolate, summer milk chocolate fruit, cherry bake well, lemon drizzle, blueberry & cranberry with yogurt snack bars Nature valley Variety pack: Oats & Honey, Oats & Honey, All = 38 display in 1 row 252 g 139 THB 0.55 Peanut Butter, Cinnamon, Peanut, Almond almond, Oats & Honey Beverages orange Tipco Golden orange, Mandarin Sai namphungk, All orange =60 display in 1 rows 200 ml 17.5 THB 0.09 (non- orange, Medley orange, Valencia orange, alcoholic)/ Sai namphungk, Valencia Mandarin Orange RTD orange, Targerine orange orange Malee Nevel Orange, Tangerine Nevel Orange, All orange =40 display in 1 rows 1000 ml 69 THB 0.07 Orange, Mandarin Orange, Mandarin Orange, Sai namphung, Trio Sai namphung orange Harvey fresh Mandarin orange Mandarin orange All orange =40 display in 1 rows 1000 ml 70 THB 0.07 Grape Malee Red Grape Red Grape All grape =10 display in1 rows 1000 ml 69 THB 0.07 Grape Tipco Red Grape Red Grape All = 50 display in 1 row 1000 ml 59 THB 0.06 Apple Malee Red Apple, Granny Smith Red Apple, All Apple =30 display in 2 rows 1000 ml 69 THB 0.07 Granny Smith PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Soy drink Lactasoy Sweet Classic,Vegetarian, Sweet Classic, All soy drink = 50 display in 3 300 6 ml 51.75 THB 0.03 (non-alcoholic)/ ______, Plus Collagen, Black sesame, rows RTD Chocolate Plus Collagen, (continued) Soy drink Vitamilk Original, Vegetarian, Light Original, Low sugar All = 200 display in 6 row 200 4 ml 46 THB 0.06 Sugar, Low sugar & Corn & Corn, Light Sugar Tea Ranong tea mulberry green tea mulberry green tea All = 60 display in 1 row 30 g 165 THB 5.50 Tea Lipton Green Tea, Yellow Label, Gerrn Tea, Yellow All Tea =207 display in 3 rows 20 2 g 65.25 THB 1.63 Peach Label, Peach Energy M 150 Original Original All Energy Drinks = 20 display in 150 ml 10 THB 0.07 Drinks 1 rows Energy Kratingdaeng Original Original All Energy Drinks = 20 display in 100 ml 14 THB 0.14 Drinks 1 rows Energy Lipo-Plus Original Original All Energy Drinks = 20 display in 150 ml 10 THB 0.07 Drinks 1 rows Ready-to- OISHI Orinigal, Honey lemon, Honey Lemon, All = 80 display in 3 rows 500 ml 18 THB 0.04 drink tea Japanese rice, Lemon Black Japanese rice, tea, Peach, Chrysanthemum Original Ready-to- Ichitan Original, honey Honey lemon, All = 50 display in 5 rows 420 ml 12.5 THB 0.03 drink tea lemon, Japanese rice, Chrysanthemum, Chrysanthemum, original Original sugar free premium Minute maid Pulpy, nutriboost Pulpy, nutriboost All = 30 displaying 1 row 210 ml 12 THB 0.06 non-cola carbonated drinks. 63 AFGC MARKET INSIGHTS: THAILAND 64 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Sauces/ Virgin olive Sabroso All Olive Oil = 20 display in 250 ml 123.5 THB 0.49 Condiments/ oil 1 rows Spreads Virgin Bertolli Rich Taste, Gentile Taste, Rich Taste, All Olive Oil = 69 display in 250 ml 252.5 THB 1.01 olive oil Mild Taste, Bio, Robusto Mild Taste, Delicata 3 rows Taste, Delicata Taste Taste Jams Smucker's Blueberry, Strawberry, Apricot, Strawberry, All jam = 135 display in 2 rows 12 oz 104.5 THB 8.71 Concord grape, Red Orchard's Finest Raspberry, Blackberry, Apricot, Cherry, Sugar free — Strawberry, Concord grape, Red Raspberry, Apricot, Orchard's Finest, Raspberry, Strawberry Jams Hero Strawberry, Raspberry, black Strawberry, orange, All = 50 display in 1 row 140 g 105 THB 0.75 berry, black cherry, orange, blackberry blueberry Jams ST.Dalfour Strawberry,Thick Apricot, Strawberry, All jam = 50 display in 1 rows 284 g 128 THB 0.45 Black Cherry, Raspberry, Four Fruits, Four Fruits, Wild Blueberry Wild Blueberry Mayonnaise Best food Original Original All = 20 display in 1 row 220 ml 61.5 THB 0.28 Mayonnaise Sukum Original Original All = 30 display in 1 row 220 g 41.75 THB 0.19 Mayonnaise Heinz Original Original All = 20 display in 1 row 220 g 50.5 THB 0.23 Table maggi Original Original All Table sauces = 30 display 100 ml 33 THB 0.33 sauces in 1 rows FOODLAND

Date collected: 8 Mar 2014 Store: Foodland Supermarket Co., Ltd. Store Address: 2675 Lardprao Road, KlongChaokhunsing, Wangthonglaung, Bangkok 10310 NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Sweet Walkers Italian Lemon and white, Oat, Shortbread, All = 119 display in 2 rows 150 g 108 THB 0.72 biscuit Shortbread, Belgian Belgian chocolate chocolate, Strawberry & Cream, Almond shortbread, Organic, Fruitcake, Oatflake & honey Biscuits Oreo Double stuf, chocolate Double stuf, All = 100 display in 2 rows 137 g 27.25 THB 0.20 cream, double delight, chocolate cream, Blueberry Ice cream, Orange Ice cream Orange Ice cream, Strawberry, Peanut butter chocolate cream Salty Kambly Bretzeli, almond, Pistachios, Almond, chocolate, All = 70 display in 1 row 80 g 122.25 THB 1.53 biscuits Butterfly, caprice, chocolate, butterfly florentin Biscuits Pretz Corn, cheese, soundcream, Tomyum, corn, All = 80 display in 1 row 38 g 12.75 THB 0.34 fried, Tomyum, Pizza, Roast, cheese Larb, Choco Pocky Chocolate crush, Strawberry, choco crush, All = 50 display in 2 rows 51.2 g 66 THB 1.29 biscuit Mibichocolate, strawberry, mibichocolate, 65 AFGC MARKET INSIGHTS: THAILAND 66 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Biscuits Collon Chocolate, Strawberry, Chocolate, All = 60 display in 2 rows 54 g 15.75 THB 0.29 (continued) Cream Strawberry, Cream Cake Mix Betty white cake, Milk white cake, Milk All cake mixs = 43 display in 82 g 132 THB 1.61 Crockers Chocolate,Yellow cake, Chocolate,Yellow 2 rows Warm Delights — Molten cake Chocolate cake, Hot Fudge Brownie, Fudge Brownies Cake Mix RUF Latte Macchiato, Schoko, Latte Macchiato, All cake mixs = 20 display in 425 g 170.25 THB 0.40 Zitrone Schoko, Zitrone 2 rows Snackfoods boxes Ferreo Original Original All = 100 display in 1 row 200 g 199 THB 1.00 Rocher slabs Hershey Excellence dark noir, Swiss Milk All = 80 display in 2 row 100 g 112.25 THB 1.12 Excellence dark, Chocolate — Excellence Extra Creamy, Hazelnuts, Excellence Intense Orange, Excellence dark, Excellence Cranberry Excellence Extra Intense, Excellence Sea Creamy, Les Grand Salt , Almond, Pistachio, almbndras Stawberry, Mousse Au Chocolate (dark), Mousse Au Chocolate (milk), Swiss Milk Chocolate — Raisins & nuts, Swiss Milk Chocolate ­— Hazelnuts, Swiss Milk Chocolate, Swiss Dark Chocolate, Grands Hazelnuts(dark), Grands Almonds(dark), Grands Almonds(milk), Grands Almods(white) PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods Boiled Werther's Cream Candy, Coffee Candy Cream Candy, All = 60 display in 3 rows 80 g 36.26 THB 0.45 (continued) Sweets Coffee Candy Jellies Haribo Peach, Tropi Fruitti, Mixes Mixes fruits, Cola, All = 80 display in 5 rows 100 g 35.5 THB 0.36 fruits, Cola Peach Pastilles Fisherman's Cherry, Citrus, Spearmints, Spearmints, All = 80 display in 1 row 25 g 34 THB 1.36 friend Mints, Spicy Mandarin, Cherry, Spicy Herbal Mints Mandarin snack bars Nature valley Variety pack: Oats & Honey, almond; Variety All = 25 display in 1 row 252 g 153.5 THB 0.61 Peanut Butter, Cinnamon, pack: Oats & almond, Oats & Honey Honey, Peanut Butter, Cinnamon; Oats & Honey snack bars Nice & Raspberry & Ponegranate, Raspberry & All = 25 display in 1 row 180 g 128.5 THB 0.71 Natural Cranberry & Blueberry Ponegranate, Cranberry & Blueberry Beverages orange Tipco Golden orange, Mandarin Sai namphungk, All orange =60 display in 1 rows 200 g 17.5 THB 0.09 (non-alcoholic) orange, Medley orange, Valencia orange, /RTD Sai namphungk, Valencia Mandarine Orange orange, Targerine orange orange Malee Nevel Orange, Tangerine Nevel Orange, All orange =40 display in 1 rows 1000 ml 69 THB 0.07 Orange, Mandarin Orange, Mandarin Orange, Sai namphung, Trio Sai namphung orange Chabaa Tangerine Tangerine All orange = 15 display in 1 rows 1000 ml 58 THB 0.06 Apple Malee Red Apple, Granny Smith Red Apple, All Apple =30 display in 2 rows 1000 ml 69 THB 0.07 Granny Smith Apple Chabaa Apple & Grape Apple & Grape All Apple =15 display in 1 rows 1000 ml 58 THB 0.06 Grape Malee Red Grape Red Grape All grape =10 display in1 rows 1000 ml 69 THB 0.07 67 AFGC MARKET INSIGHTS: THAILAND 68 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Soy drink Lactasoy Sweet Classic, Vegetarian, Sweet Classic, All soy drink = 50 display in 300 6 ml 51.75 THB 0.03 (non-alcoholic) ______, Plus Collagen, ______, 3 rows /RTD Chocolate Plus Collagen, (continued) Soy drink Vitamilk Original, Vegetarian, Light Original, All soy drink = 146 display in 100 4 ml 21 THB 0.05 Sugar, Low suger & Corn Vegetarian, Light 5 rows Sugar Soy drink So good Regular, Lite, Chocolate Regular, Lite, All soy drink = 50 display in 1000 g 73 THB 0.07 Chocolate 1 rows Tea Dilmah English Breakfast, Earl Grey, Earl Grey, All Tea = 136 display in2 rows 50 g 171.25 THB 3.43 Blackcurrant, Strawberry, Strawberry, Jasmine, Peppermint Peppermint Leaves Leaves, Camomile Flower, Apple, Peach, Raspberry, Berry Explosion, Fruity Minty Delicious, Noble Earl Grey Tea Twining Earl Grey Tea, English Earl Grey Tea , All Tea = 207 display in 4 rows 50 g 162.25 THB 3.25 Breakfast Tea, Lady Grey, English Breakfast Jasmine Green Tea, Pure Tea, White Tea White Tea, Green Tea ,Wild Berry Tea, Pure Pepermint, Vanila,Darieeliog Tea, Tea Lipton Gerrn Tea,Yellow Label, Green Tea,Yellow All Tea = 207 display in 3 rows 20 2 g 65.25 THB 1.63 Peach Label, Peach Energy M 150 Original Original All Energy Drinks = 20 display in 150 ml 10 THB 0.07 Drinks 1 rows Energy Kratingdaeng Original Original All Energy Drinks = 20 display in 100 ml 14 THB 0.14 Drinks 1 rows Energy Lipo - Plus Original Original All Energy Drinks = 20 display 150 ml 10 THB 0.07 Drinks in 1 rows PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Ready-to- Oishi Original, Honey lemon, Original, Grain rice, All = 100 display in 2 rows 300 ml 15 THB 0.05 (non-alcoholic) drink tea Grain rice, Lemon Black tea Honey lemon /RTD Ready-to- Ichitan Original, honey lemon, Original, Grain rice, All = 80 display in 2 rows 420 ml 14 THB 0.03 (continued) drink tea grain rice, Chrysanthemum, Honey lemon original sugar free Ready-to- Fujicha Tasty, Natural, Fit Tasty, Natural, Fit All = 50 display in 1 row 500 ml 24 THB 0.05 drink tea premium Being Mixed berry, fibre, collagen, Fiber, super fruity, All = 50 display in 1 row 350 ml 18 THB 0.05 non-cola fruity, super fruity mixedberry carbonated drinks. premium Minute maid Pulpy, nutriboost Pulpy, nutriboost All = 30 displaying 1 row 210 ml 12 THB 0.06 non-cola carbonated drinks. Sauces/ Virgin Sabroso All Olive Oil = 20 display in 250 ml 123.5 THB 0.49 Condiments/ olive oil 1 rows Spreads Virgin Bertolli Rich Taste, Gentile Taste, Rich Taste, Mild All Olive Oil = 69 display in 250 ml 252.5 THB 1.01 olive oil Mild Taste, Bio, Robusto Taste, Delicata 3 rows Taste, Delicata Taste Taste Jams Smucker's Blueberry, Strawberry, Apricot, Strawberry, All jam = 135 display in 2 rows 12 oz 104.5 THB 8.71 Concord grape, Orchard's Finest Red Raspberry, Blackberry, Apricot, Cherry ,Sugar free — Strawberry, Concord grape, Red Raspberry, Apricot, Orchard's Finest, Raspberry, Strawberry 69 AFGC MARKET INSIGHTS: THAILAND 70 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Sauces/ Jams Best Foods Strawberry,orange Strawberry, All jam = 120 display in 2 rows 170 g 38.75 THB 0.23 Condiments/ marmalade, Pineapple, Marmalade orange, Spreads Mixed fruit Mixed fruit (continued) Jams ST.Dalfour Strawberry, Thick Apricot, Strawberry, All jam = 50 display in 1 rows 284 g 128 THB 0.45 Black Cherry, Raspberry, Four Fruits, Wild Four Fruits, Wild Blueberry Blueberry sandwish Sukum Original, mustard, tuna Original, mustard, All jam = 30 display in 1 row 220 g 59.25 THB 0.27 spread tuna Mayonnaise Best Foods original original All jam = 10 display in 1 row 220 g 48.25 THB 0.22 Table maggi original original All Table sauces = 50 display in 100 ml 37 THB 0.37 sauces 2 rows TOPS

Date collected: 10 Mar 2014 Store: Foodland Supermarket Co., Ltd. Store Address: B Floor, 9/8-9 Rama 9 Rd., Huay Kwang, Bangkok 10310

NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Sweet Oreo Chocolate, orange ice orange ice All= 200 display in 3 row 137 g 29 THB 0.21 biscuit cream, Blueberry ice cream, cream, Blueberry strawberry, double stuf ice cream, cookie chocolate, peanut Strawberry butter and chocolate cream Cocoa Pocky Chocolate, Strawberry, Milk, Chocolate, All= 140 display in 3 row 47 g 18 THB 0.38 biscuit Chocobanana, double choco Strawberry, double choco Cocoa Pretz Corn, cheese, soundcream, Larb, Pizza, All=84 display in 3 row 36 g 13 THB 0.36 biscuit fried, Tomyum, Pizza, Roast, Tomyum Larb, Cocoa Collon Chocolate, Strawberry, Mixed berry, All= 50 display in 1 row 46 g 16 THB 0.35 biscuit Cream, Mixed berry Strawberry, Cream Cake Mix RUF Latte Macchiato, Schoko, Latte Macchiato, All cake mixs =20 display in 2 425 g 170.25 THB 0.40 Zitrone Schoko, Zitrone rows cake Betty Yellow cake, devil's food Yellow cake, All= 25 display in 1 row 432 g 130 THB 0.30 Crockers (chocolate cake) devil's food (chocolate cake) bread Mom Maid All = 15 display in 1 row 1000 g 95 THB 0.10 71 AFGC MARKET INSIGHTS: THAILAND 72 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods bars Hershey's Cookie & cream, creamy Cookie & cream, All = 250 display in 4 rows 28 g 24 THB 0.86 milk chocolate with almond, dark chocolate with creamy milk chocolate, almond, creamy dark chocolate with almond milk chocolate with almond bars Van Houten Milk chocolate, whole whole roasted All = 100 display in 1 row 38 g 28 THB 0.74 roasted almond, semi sweet almond, semi chocolate, whole fruit and sweet chocolate, nut, whole hazlenut whole fruit and nut Slabs Van Houten Fruit&Nit, Roasted Almond, Fruit&Nit, Roasted All chocolate slabs =32 display 80 g 104 THB 1.30 Heaselnut Almond, Heaselnut in 1 row Chewy Mentos Tutti Fruity, Rainbow, Sour Mint, Sour mix, All = 150 display in 2 row 37 g 10 THB 0.27 mix, Fruit, Mint mix, Mint Fruit Pastilles Fisherman's Cherry, Citrus, Spearmints, Cherry, Sugar free All = 200 display in 2 row 25 g 36 THB 1.44 friend Mints, Spyci Mandarin, mint, Spearmints Herbel Mints, sugar free mint Gums Dentyne Soda mint, spearmint, cherry, cherry, icy lime, All = 200 display in 1 row 12.6 g 12 THB 0.95 icy lime, Mentholyptus, midnight mint, midnight mint, juicy punch Gums Extra speamint,pepermint, lemon speamint, All Gums = 60 display in 3 rows 12.6 g 15 THB 1.19 ice pepermint, lemon ice Jellies Haribo Peach, Tropi Fruitti, Mixes Tropi Fruitti, Mixes All Jellies =70 display in 4 row 100 g 38 THB 0.38 fruits, Cola fruits, Cola Jellies Yupi Fruity, cola Fruity, cola All = 50 display in 2 rows 108 g 28 THB 0.26 Chewy Werther's Caramel Chewy Caramel Chewy All Chewy =10 display in 1 row 50 g 20 THB 0.40 Original PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods snack bars Alpen Fruit &nut, Raspberry & All = 100 display in 2 rows 95 g 119 THB 1.25 (continued) strawberry&yogurt, yogurt, summer raspberry&yogurt, fruit &nut fruit, fruit & nut with with milk chocolate, summer milk chocolate fruit, cherry bake well, lemon drizzle, blueberry&cranberry with yogurt snack bars Corny Cranberry, mandel & weide, chocobanana, All = 100 display in 2 rows 50 g 33 THB 0.66 (schawatau schoaolade, chocobanana, mandel & weide, brand) choco, Erdbeer-joghurt, choco nushig Snack bars Nature valley Oats & Honey, Rosted Oats & Honey, All Snack bars = 38 display in 1 252 g 139 THB 0.55 Almond, Peanut Butter, Peanut, Almond rows Mable Barsugar, Cinamon, peanut, Fruit & Nut, Almond Beverages orange Tipco Shogun orange, Tangerine, Shogun All = 150 display in 3 row 1000 ml 59 THB 0.06 (non-alcoholic) Sainamphueng orange, orange, Valencia /RTD golden orange, Mandarin orange, Tangerine, Valencia, Medley orange Malee Nevel Orange, Tangerine Valencia, Tangerine All = 100 display in 2 row 1000 ml 69 THB 0.07 Orange ,Mandarin Orange, Orange ,Nevel Valencia, Sainumpheung, Orange Ocean Orange Grape Malee Red Grape, white grape Red Grape, All = 30 display in 1 row 1000 ml 69 THB 0.07 white grape Grape Tipco Red Grape Red Grape All = 50 display in 1 row 1000 ml 59 THB 0.06 Apple Malee Granny smith, Red apple All = 50 display in 1 row 1000 ml 69 THB 0.07 Apple Cool Apple mix Apple mix All apple = 6 display in 2 rows 1000 ml 75 THB 0.08 73 AFGC MARKET INSIGHTS: THAILAND 74 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Soy drink Vitamilk Original,Vegetarian,Light Original, Low suger All = 200 display in 6 row 200 4 ml 29.5 THB 0.04 (non-alcoholic) Sugar,Low suger & Corn & Corn, Light /RTD Sugar (continued) Soy drink Lactasoy Chocolate,Sweet Sweet Classic, All = 100 display in 5 row 125 6 ml 15 THB 0.02 Classic,Vegetarian,black black sesame, Plus sesame, Plus Collagen, Collagen Soy drink Dina black sesame Low sugar All = 100 display in 4 rows 110 4 ml 25 THB 0.06 Tea Twinings Earl Grey Tea, English Earl Grey Tea, All = 70 display in 1 row 50 g 189 THB 3.78 Breakfast Tea, Pure White English Breakfast Tea, Pure Pepermint, Vanila, Tea, Jasmine Jasmine, black tea selection. Tea Ranong tea Mulberry tea mixed with jiao cu lan, All = 60 display in 1 row 30 g 165 THB 5.50 pandan & bael fruit, mulberry mulberry tea mixed tea mixed with Japanese with camomile mint& white tea, mulberry tea white tea, mulberry mixed with camomile white tea mixed with tea, mulberry tea mixed with lemon grass and lemon grass and ginger, ginger Mulberry tea mixed with japanese green tea, organic green tea, jiao cu lan, mulberry tea original Tea Dilmah English Breakfast, Earl Grey, Earl Grey, English All = 50 display in 1 row 50 g 179 THB 3.58 Pure camomile flower,Jusmin Breakfast, Jusmin Energy Sponsor Original, Orange Orange, Original All = 25 display in 1 row 250 ml 19 THB 0.08 Drinks Energy M sport Original All = 30 display in 1 row 250 ml 10 THB 0.04 Drinks PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Ready-to- OISHI Orinigal, Honey lemon, Honey lemon, All = 250 display in 5 rows 380 ml 15 THB 0.04 (non-alcoholic) drink tea Japanese rice, Lemon Black Japanese rice, /RTD tea, Peach, Chrysanthemum Lemon Black tea, (continued) Chrysanthemum Ready-to- Ichitan honey lemon, Japanese rice, Japanese rice, All = 150 display in 2 rows 420 ml 16 THB 0.04 drink tea Chrysanthemum honey lemon, Chrysanthemum tea premium Ma Nobu Green tea apple sider All = 40 display in 1 row 250 ml 16 THB 0.06 non-cola carbonated drinks. premium Calpis Lacto Milk, lemon, Orange, original Milk, original, All = 50 display in 1 row 325 ml 13 THB 0.04 non-cola orange carbonated drinks. Sauces/ Olive oil Bertolli Rich Taste, extra light - Mild extra light — All = 68 display in 3 rows 250 ml 105 THB 0.42 Condiments/ Taste, extra light - Delicata Delicata Taste, Spreads Taste Rich Taste, extra light — Mild Taste, Olive oil Sabroso Rich Taste, extra light - Mild extra light — All = 34 display in 3 rows 250 ml 122 THB 0.49 Taste, extra light - Delicata Delicata Taste, Taste Rich Taste, extra light — Mild Taste, 75 AFGC MARKET INSIGHTS: THAILAND 76 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Sauces/ Jams Smuckers Blueberry, Strawberry, Concord grape, All = 60 display in 1 row 340 g 106 THB 0.31 Condiments/ Concord grape, Red Raspberry, Spreads Red Raspberry, Blackberry, Orange marmalade (continued) Orange marmalade Best Foods Strawberry,orange Mixed fruit, All = 100 display in 2 rows 170 g 42 THB 0.25 marmalade ,Pineapple, Mixberry, orange Mixed fruit, Mixberry marmalade Jams Hero Strawberry, Raspberry, Strawberry, orange, All = 50 display in 1 row 140 g 105 THB 0.75 black berry, black cherry, blackberry orange, blueberry Mustard Renia All = 24 display in 1 row 370 g 85 THB 0.23 Mustard French's Spicy brown, Classic yellow spicy brown, All = 35 display in 2 rows 226 g 63 THB 0.28 classic yellow Mayonnaise Heinz Original Original All = 40 display in 2 rows 220 g 47.5 THB 0.22 Mayonnaise Best food Original Original All = 28 display in 2 rows 220 g 50 THB 0.23 Mayonnaise Sukum Original Original All = 15 display in 2 rows 220 g 43 THB 0.20 Table maggi Original Original All Table sauces = 50 display 100 cc 39 THB 0.39 sauces in 2 rows THE MALL

Date collected: 8 Mar 2014 Store: The Mall Bangkapi Store Address: 3522 Larprao Rd, Klongjan, Bangkapi, Bangkok 10240 NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Sweet Walkers Italian Lemon and white, Organic, All = 100 display in 4 rows 150 g 99 THB 0.66 biscuit Shortbread, Belgian Shortbread, chocolate, Strawberry & Almond shotrbread Cream, Almond shortbread, Organic, Fruitcake, Oatflake & cranberry Salty Kambly Bretzeli, almond, Pistaches, Almond, Caprice, All = 80 display in 4 rows 80 g 128 THB 1.60 biscuits Butterfly, caprice, chocolate, Noisettes florentin, coeur truffe', coeur noisettes, noisettes Biscuit Pretz Corn, cheese, soundcream, Corn, Fried, Roast All = 200 display in 4 rows 38 g 10.5 THB 0.28 fried, Tomyum, Pizza, Roast, Larb, choco Pocky Chocolate crush, mibistrawberry, All = 150 display in 5 rows 60 g 85 THB 1.42 biscuit Strawberry, Mibichocolate, mibi greentea, mibistrawberry, mibi chocolate crush greentea, greentea crush, chocolate, Cake Imperial Sponge, chocolate, donut, Sponge, All = 50 display in 2 rows 475 g 75.75 THB 0.16 brownie, butter chocolate, donut Cake Betty white cake, Yellow cake white cake, All = 20 display in 2 rows 432 g 138 THB 0.32 Crockers Yellow cake 77 AFGC MARKET INSIGHTS: THAILAND 78 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods Boxes Beryl's Strawberry,Black Butter, Mint Black Butte, All chocolate slabs = 146 display 46 g 27 THB 0.59 Butter, Assortito, Fruit Pizza Assortito, Fruit in 2 row Strawberry Choco Pizza Strawberry Choco Slabs Lindt Excellence dark noir, Swiss Milk All chocolate slabs =112 display 100 g 105 THB 1.05 Excellence dark, Chocolate — in 3 row Excellence Extra Creamy, Hazelnuts, Excellence Intense Orange, Excellence dark, Excellence Cranberry Mousse Au Intense, Excellence Sea Chocolat(dark), Salt , Almond, Phitachio, Mousse Au Stowberry, Mousse Au Chocolat(milk) Chocolat(dark),Mousse Au Chocolat(milk), Swiss Milk Chocolate — Raisins&nuts, Swiss Milk Chocolate — Hazelnuts, Swiss Milk Chocolate, Swisst Dark Chocolate, Grands Hazelnuts(dark), Grands Almods(dark), Grands Almods(milk), Grands Almods(white) Slabs Van Houten Fruit&Nit, Roasted Almond, Fruit&Nit, Roasted All chocolate slabs =32 display 80 g 104 THB 1.30 Heaselnut Almond, Heaselnut in 1 row Bars Van Houten Fruit&Nit, Heaselnut,Milk Fruit&Nit, Roasted All chocolate slabs =72 display 40 g 29 THB 0.73 Chocolate Almond, Heaselnut in 2 row Pastilles Fisherman's Cherry,Citrus, Spearmints, Spearmints, Mints, All Spearmints = 170 display in 25 g 34 THB 1.36 Friend Mints, Spyci Mandarin, Cherry 3 rows Herbel Mints PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods Gums Trident Stawberry lime, Mango Stawberry All Gums = 115 display in 3 rows 12.6 g 12 THB 0.95 (continued) sunrise, Citrusblack berry, lime, hypermnt, hyprmint, speamint, speamint, Fristmint, Berrymint, Stawberry citus Stawberry citus, Fusion mint Gums Dentyne Apple mint, Juicypuncs, Mentholyptus, All Gums = 80 display in 2 rows 12.6 g 10 THB 0.79 Blueberry, Mentholyptus, papermint, papermint, speamint, soda speamint mint Gums Extra speamint, pepermint, lemon speamint, All Gums = 60 display in 3 rows 12.6 g 15 THB 1.19 ice pepermint, lemon ice Jellies Haribo Peach, Tropi Fruitti, Mixes Tropi Fruitti, Mixes All Jellies =70 display in 4 row 100 g 38 THB 0.38 fruits, Cola fruits, Cola Chewy Sugus Mix Fruity Mix Fruity All Chewy = 50 display in 2 row 50 g 21.5 THB 0.43 Chewy Werther's Caramel Chewy Caramel Chewy All Chewy =10 display in 1 row 50 g 20 THB 0.40 Original Boiled Werther's Cream Candy, Coffee Candy Cream Candy, All Boiled Sweets =15 display in 50 g 20 THB 0.40 Sweets Original Coffee Candy 1 row Toffee Werther's Caramel Cream Caramel Cream All Chewy =7 display in 1 row 50 g 20 THB 0.40 Caramels Original Snack bars Nature valley Oats & Honey, Rosted Oats & Honey, All Snack bars = 38 display in 252 g 139 THB 0.55 Almond, Peanut Butter, Peanut, Almond 1 rows Mable Barsugar, Cinamon, peanut, Fruit & Nut, Almond Snack bars Nice & Strawberry & Blackcurrant, Strawberry & All Snack bars = 28 display in 1 180 g 117 THB 0.65 Natural Rassberry & Ponegranate, Blackcurrant, rows Yogurt, Original, Caramel Rassberry & Almond, Canberry & Ponegranate, Blueberry Yogurt 79 AFGC MARKET INSIGHTS: THAILAND 80 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Orange Malee Nevel Orange, Tangerine Nevel Orange All orange = 60 display in 2 rows 200 ml 18 THB 0.09 (non-alcoholic) Orange, Mandarin Orange, ,Tangerine Orange, /RTD Mandarin Orange, Orange Tipco Shogun orange, Shogun All orange = 57 display in 3 rows 200 ml 18 THB 0.09 Sainamphueng orange, orange, golden golden orange, Mandarin orange,Mandarin orange orange Grape Malee Red Grape, Canberry mix Red All grape = 18 display in 2 rows 1000 ml 59 THB 0.06 with grape juice, white grape Grape,Canberry mix with grape juice, white grape Grape Tipco Red Grape Red Grape All grape = 6 display in 2 rows 1000 ml 62 THB 0.06 Grape Unif Red Grape Red Grape All grape = 6 display in 2 rows 1000 ml 62 THB 0.06 Apple Cool Apple mix Apple mix All apple = 6 display in 2 rows 1000 ml 75 THB 0.08 Soy drink Dina black sesame, Rice germ, black sesame,Rice All soy drink = 179 display in 5 110 4 ml 25 THB 0.06 collagen+grape seed extract, germ,Low sugar rows Low suga ,Original Soy drink Vitamilk Original, Vegetarian, Light Original, All soy drink = 146 display in 5 100 4 ml 21 THB 0.05 Sugar, Low suger & Corn Vegetarian, Light rows Sugar Soy drink Lactasoy Chocolate, Sweet Classic, Sweet Classic, All soy drink = 130 display in 125 6 ml 26.5 THB 0.04 Vegetarian, black sesame, Vegetarian, black 5 rows Plus Collagen, sesame, Plus Collagen, PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Tea Twining Earl Grey Tea, Inglish Earl Grey Tea , All Tea = 207 display in 4 rows 37.5 g 169 THB 4.51 (non-alcoholic) Breakfast Tea, Dargiring Inglish Breakfast /RTD Tea, Earl Grey Tea, English Tea , Dargiring Tea (continued) Breakfast Tea,Dargiring Tea, Lady Grey, Jasmin Green Tea, Pure White Tea, Green Tea Selection, Beverage Black Tea Selection, peach & Passion Fruit, Lemon Tea, Peach Tea, Forest Fruit Tea, Wild Berry Tes, Strawberry, & Mang, Spearmint,passion Fruit, Mango & Orange Tea, Pure Pepermint, Vanila Tea Dilmah Noble Earl Grey, Purely English Breakfast, All Tea = 141 display in 3 rows 30 g 179 THB 5.97 Celon, Fruitty Minty Earl Grey,Pure Delicious, Dargiring, English Pepermint Breakfast, Earl Grey, Ceylon Suppreme, Peach, Blackcurrant, Strawberry, Lemon,Jusmin, Morocgun Mint, Pure Green, Pure Pepermint, Original Tea 3 Hourses NO.1, NO2, NO3, NO.1, NO2, NO3 All Tea = 100 display in 3 rows 40 g 23 THB 0.58 Green Bamboo Tea Lipton metal box: Peach, Original, 802 g 204 THB 0.25 Raspberry, Mango; Raspberry, mango box: original 81 AFGC MARKET INSIGHTS: THAILAND 82 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Energy M 150 All Energy Drinks = 15 display in 150 ml 10 THB 0.07 (non-alcoholic) Drinks 1 rows /RTD Energy M 150 Strom All Energy Drinks = 15 display in 150 ml 10 THB 0.07 (continued) Drinks 1 rows Energy Red Carabao All Energy Drinks = 12 display in 150 ml 10 THB 0.07 Drinks 1 rows Energy Kratingdaeng All Energy Drinks = 10 display in 100 ml 9.75 THB 0.10 Drinks 1 rows Energy Red Bull All Energy Drinks = 6 display in 150 ml 10 THB 0.07 Drinks 1 rows Ready-to- OISHI Orinigal, Honey lemon, Honey Lemon, All = 80 display in 3 rows 500 ml 18 THB 0.04 drink tea Japanese rice, Lemon Black Japanese rice, tea, Peach, Chrysanthemum Original Ready-to- Ichitan Original, honey Honey lemon, All = 50 display in 5 rows 420 ml 12.5 THB 0.03 drink tea lemon, Japanese rice, Chrysanthemum, Chrysanthemum, original Original sugar free premium Calpis Lacto Milk, lemon, Orange, original Milk, original, All = 50 display in 1 row 325 ml 13 THB 0.04 non-cola orange carbonated drinks. Sauces/ Vrigin olive Sabroso All Energy Drinks = 20 display in 250 ml 126 THB 0.50 Condiments/ oil 1 rows Spreads Vrigin olive Bertolli Rich Taste, Gentile Taste, Rich Taste, Gentile All Olive Oil = 100 display in 3 250 ml 199 THB 0.80 oil Mild Taste, Robusto Taste, Taste, Mild Taste rows Delicata Taste PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Sauces/ Jams Smuckers Blueberry, Blueberry, All = 100 display in 2 rows 340 ml 95 THB 0.28 Condiments/ Strawberry,Concord grape, Strawberry, Red Spreads Red Raspberry, Blackberry, Raspberry (continued) Apricot, Cherry ,Suger free — Strawberry,Concord grape, Red Raspberry, Apricot, Orchard's Finest, Raspberry, Strawberry Jams Hero Strawberry, Raspberry, black Strawberry, orange, All = 50 display in 1 row 140 g 105 THB 0.75 berry, black cherry, orange, blackberry blueberry Jams Fragata Raspberry, strawberry, Raspberry, All = 40 display in 1 row 350 g 92.5 THB 0.26 cherry, orange, peach, Strawberry, Peach food of the forest Mayonnaise Best food Original Original All = 20 display in 1 row 220 ml 61.5 THB 0.28 Mayonnaise Sukum Original Original All = 30 display in 1 row 220 g 41.75 THB 0.19 Mayonnaise Heinz Original Original All = 20 display in 1 row 220 g 50.5 THB 0.23 Mustard French's Classic yellow Classic yellow All = 40 display in 1 row 170 g 46.75 THB 0.28 Mustard Amora Original Original All = 8 display in 1 row 440 g 181 THB 0.41 Table maggi Original Original All Table sauces = 50 display in 100 ml 39 THB 0.39 sauces 2 rows Table Megachef Original Original All Table sauces = 100 display 200 ml 22.5 THB 0.11 sauces in 3 rows 83 AFGC MARKET INSIGHTS: THAILAND 84 AFGC MARKET INSIGHTS: THAILAND

TESCO LOTUS

Date collected: 8 Mar 2014 Store: Tesco Lotus — Seacon Square Store Address: Seacon Square (G-2F), 904/2 M.6, Srinakarin Rd, Nong Bon, Prawet, Bangkok, 10250

NB: full product information, including manufacturer, distributor and importer, is available in separate documents on the AFGC website www.afgc.org.au

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Baked Goods Sweet Oreo Chocolate, orange ice orange ice cream, All = 70 display in 1 row 137 g 29 THB 0.21 biscuit cream, Blueberry ice cream, Blueberry ice strawberry, double stuf cream, Strawberry cookie chocolate, peanut butter and chocolate cream Sweet Bissin Cocoa, Raspberry, melon, butter coconut All = 80 display in 4 rows 150 g 35 THB 0.23 biscuit wholewheat craker, butter biscuit, Raspberry, coconut biscuit Cocoa Cocoa Pocky Chocolate, Strawberry, Milk, Chocolate, All = 100 display in 4 row 47 g 18 THB 0.38 biscuit Chocobanana, double choco Strawberry, double choco Cocoa Pretz Corn, cheese, soundcream, Larb, Pizza, All = 200 display in 2 row 36 g 13 THB 0.36 biscuit fried, Tomyum, Pizza, Roast, Tomyum Larb, Cocoa Collon Chocolate, Strawberry, Mixed berry, All = 80 display in 3 row 46 g 16 THB 0.35 biscuit Cream, Mixed berry Strawberry, Cream cake Betty Yellow cake, devil's food Yellow cake, devil's All = 25 display in 1 row 432 g 130 THB 0.30 Crockers (chocolate cake) food (chocolate cake) cake Imperial Butter cake All = 10 display in 1 row 400 g 60 THB 0.15 bread Mom Maid All = 15 display in 1 row 1000 g 95 THB 0.10 PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods bars Hershey's Cookie & cream, creamy Cookie & cream, All = 150 display in 3 rows 28 g 24 THB 0.86 milk chocolate with almond, dark chocolate with creamy milk chocolate, dark almond, creamy chocolate with almond milk chocolate with almond bars Van Houten Milk chocolate, whole whole roasted All = 100 display in 1 row 38 g 28 THB 0.74 roasted almond, semi sweet almond, semi chocolate, whole fruit and nut, sweet chocolate, whole hazlenut whole fruit and nut bars Lyndt Excellence dark chocolate: Excellence All = 50 display in 1 row 35 g 38 THB 1.09 Mint intense, coco85%, dark chocolate: coco70% coco85%, coco70%, Mint intense Chewy Mentos Tutti Fruity, Rainbow, Sour Mint, Sour mix, All = 250 display in 1 row 37 g 10 THB 0.27 mix, Fruit, Mint mix, Mint Fruit Pastilles Fisherman's Cherry, Citrus, Spearmints, Cherry, Sugar free All = 200 display in 1 row 25 g 36 THB 1.44 friend Mints, Spyci Mandarin, mint, Spearmints Herbel Mints, sugar free mint Gums Dentyne Soda mint, spearmint, cherry, cherry, icy lime, All = 200 display in 1 row 12.6 g 12 THB 0.95 icy lime, Mentholyptus, midnight mint, midnight mint, juicy punch Jellies Yupi Fruity, cola Fruity, cola All = 50 display in 2 rows 108 g 28 THB 0.26 85 AFGC MARKET INSIGHTS: THAILAND 86 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Snackfoods snack bars Alpen Fruit & nut, strawberry raspberry & yogurt, All = 100 display in 2 rows 95 g 119 THB 1.25 (continued) & yogurt, raspberry & summer fruit, fruit yogurt, fruit & nut with & nut with milk milk chocolate, summer chocolate fruit, cherry bake well, lemon drizzle, blueberry & cranberry with yogurt snack bars Corny Cranberry, mandel & weide, chocobanana, All = 100 display in 2 rows 50 g 33 THB 0.66 (schawatau schoaolade, chocobanana, mandel & weide, brand) choco, Erdbeer-joghurt, choco nushig snack bars Be Nature Berry mix Berry mix All = 50 display in 1 row 23 g 11 THB 0.48 Beverages orange Tipco Shogun orange, Tangerine, Shogun All = 150 display in 3 row 1000 ml 59 THB 0.06 (non-alcoholic) Sainamphueng orange, orange, Valencia /RTD golden orange, Mandarin orange, Tangerine, Valencia, Medley orange Malee Nevel Orange ,Tangerine Valencia, Tangerine All = 100 display in 2 row 1000 ml 69 THB 0.07 Orange ,Mandarin Orange, Orange ,Nevel Valencia, Sainumpheung, Orange Ocean Orange Grape Malee Red Grape, white grape Red Grape, white All = 30 display in 1 row 1000 ml 69 THB 0.07 grape Grape Tipco Red Grape Red Grape All = 50 display in 1 row 1000 ml 59 THB 0.06 Grape Chabaa Red Grape All = 30 display in 1 row 1000 ml 62 THB 0.06 Apple Malee Granny smith, Red apple All = 50 display in 1 row 1000 ml 69 THB 0.07 Apple Sarveyfresh Red apple All = 50 display in 1 row 1000 ml 108 THB 0.11 PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Soy drink Vitamilk Original,Vegetarian,Light Original, Low suger All = 200 display in 6 row 200 4 ml 29.5 THB 0.04 (non-alcoholic) Sugar,Low suger & Corn & Corn, Light /RTD Sugar (continued) Soy drink Lactasoy Chocolate,Sweet Sweet Classic, All = 100 display in 5 row 125 6 ml 29 THB 0.04 Classic,Vegetarian,black black sesame, Plus sesame, Plus Collagen, Collagen Soy drink Dina black sesame Low sugar All = 100 display in 4 rows 110 4 ml 25 THB 0.06 Tea Twinings Earl Grey Tea, English Earl Grey Tea, All = 70 display in 1 row 50 g 172 THB 3.44 Breakfast Tea, Pure White English Breakfast Tea, Pure Pepermint, Vanila, Tea, Jasmine Jasmine, black tea selection. Tea Ranong tea Mulberry tea mixed with jiao cu lan, All = 60 display in 1 row 30 g 165 THB 5.50 pandan & bael fruit, mulberry mulberry tea mixed tea mixed with Japanese with camomile mint& white tea, mulberry tea white tea, mulberry mixed with camomile white tea mixed with tea, mulberry tea mixed with lemon grass and lemon grass and ginger, ginger Mulberry tea mixed with japanese green tea, organic green tea, jiao cu lan, mulberry tea original Tea Dilmah English Breakfast, Earl Grey, Earl Grey, English All = 50 display in 1 row 30 g 169 THB 5.63 Pure camomile flower,Jusmin Breakfast, Jusmin Energy Kratingdaeng All = 25 display in 1 row 100 ml 10 THB 0.10 Drinks Energy Sponsor Original, Orange Orange, Original All = 25 display in 1 row 250 ml 10 THB 0.04 Drinks 87 AFGC MARKET INSIGHTS: THAILAND 88 AFGC MARKET INSIGHTS: THAILAND

PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Beverages Energy M sport Original All = 30 display in 1 row 250 ml 10 THB 0.04 (non-alcoholic) Drinks /RTD Ready-to- OISHI Orinigal, Honey lemon, Honey lemon, All = 250 display in 5 rows 380 ml 15 THB 0.04 (continued) drink tea Japanese rice, Lemon Black Japanese rice, tea, Peach,Chrysanthemum Lemon Black tea, Chrysanthemum Ready-to- Ichitan honey lemon, Japanese rice, Japanese rice, All = 150 display in 2 rows 420 ml 16 THB 0.04 drink tea Chrysanthemum honey lemon, Chrysanthemum tea premium Ma Nobu Green tea apple sider All = 40 display in 1 row 250 ml 16 THB 0.06 non-cola carbonated drinks. premium Floridas Apple, Orange, grapefruit, lemon, Apple, All = 35 display in 2 rows 473 ml 99 THB 0.21 non-cola Natural lemon Orange carbonated drinks. Sauces/ Olive oil Sabroso All = 34 display in 3 rows 250 ml 122 THB 0.49 Condiments/ Olive oil Bertolli Rich Taste, extra light - Mild extra light — All = 68 display in 3 rows 250 ml 105 THB 0.42 Spreads Taste, extra light - Delicata Delicata Taste, Taste Rich Taste, extra light — Mild Taste, Jams Best Foods Strawberry,orange Mixed fruit, All = 100 display in 2 rows 170 g 42 THB 0.25 marmalade ,Pineapple, Mixberry, orange Mixed fruit, Mixberry marmalade Jams ST.Dalfour Strawberry, Thick Apricot, Thick Apricot, Four All = 80 display in 1 row 284 g 119 THB 0.42 Raspberry, Four Fruits Fruits, Strawberry PRODUCT TYPE BRAND FLAVOUR SHELF PRESENCE PACK SIZE PRICE RANGE CATEGORY Brand of TOTAL Number of product in local currency, (by 1gr, the sub- (mention all flavour) Top 3 flavours display in the front row of the in grams based on or 1ml) category shelf. Please take photograph packsize Sauces/ Smuckers Blueberry, Concord grape, All = 60 display in 1 row 340 g 106 THB 0.31 Condiments/ Strawberry,Concord grape, Red Raspberry, Spreads Red Raspberry, Blackberry, Orange marmalade (continued) Orange marmalade Mustard Remia All = 24 display in 1 row 370 g 85 THB 0.23 Mustard French's Spicy brown, Classic yellow spicy brown, All = 35 display in 2 rows 226 g 63 THB 0.28 classic yellow Mayonnaise Heinz Original Original All = 40 display in 2 rows 220 g 47.5 THB 0.22 Mayonnaise Best food Original Original All = 28 display in 2 rows 220 g 50 THB 0.23 Mayonnaise Sukum Original Original All = 15 display in 2 rows 220 g 43 THB 0.20 Table maggi Seasoning, Dipping sauce Seasoning All Table sauces = 50 display in 100 ml 39 THB 0.39 sauces 2 rows Mayonnaise Heinz Original Original All = 20 display in 1 row 220 g 50.5 THB 0.23 Mustard French's Classic yellow Classic yellow All = 40 display in 1 row 170 g 46.75 THB 0.28 Mustard Amora Original Original All = 8 display in 1 row 440 g 181 THB 0.41 Table maggi Original Original All Table sauces = 50 display in 100 ml 39 THB 0.39 sauces 2 rows Table Megachef Original Original All Table sauces = 100 display 200 ml 22.5 THB 0.11 sauces in 3 rows 89 AFGC MARKET INSIGHTS: THAILAND 90 AFGC MARKET INSIGHTS: THAILAND

ANNEX II — KEY RETAILERS IN THE THAI PREMIUM RETAIL MARKET

Name Details Number Specific Product Contact Details Included of Stores Opportunity in Report Universe? Siam Makro Makro supplies to small retailers, convenience stores 60 Siam has opportunity for 3498 2nd Fl., Lardprao Rd., no (about 12,000) and the food service industry (including Australian baking mixes Klongchan, Bangkok 10240 400 Italian restaurants in Bangkok) and operates 60 stores P : +66-2723-1000 in Thailand, with plans to expand to 80 stores in 2014. In the medium and long-term, they are planning to expand into Burma, Cambodia and Laos Villa Villa Market has been in the Thai market for more than 40 years, 29 Particularly interested in 595 Sukhumvit Rd., yes targeting expats and high-end customers. They are sourcing Australian niche products of North Khlong Ton Vadhana, products from all over the world and stock a lot of Australian superior quality, in particular: Bangkok 10110 product and are planning to extend the Australian range. Villa ƒƒ Potato chips P:+66 89 991 1199 have tailored each of their 29 stores according to its location and ƒƒ Gluten free products are looking for niche products of superior quality. ƒƒ Snack bars Tesco Lotus The largest food retailer in Thailand, operates under the 108 19th Floor, Modern-Form Bldg., yes management of Ekchai Distribution System. They operate 699 Srinakarin Rd., Suan Luang, hypermarket, compact hypermarket, supermarket and Suan Luang, Bangkok, 10250 convenience store under the Tesco brand. P: +66 2 722 9640 Name Details Number Specific Product Contact Details Included of Stores Opportunity in Report Universe? Tops (Central Central Food Retails is one of the largest food retailers in 139 15–17th Floor, CentralPlaza yes Food Retail) Thailand that operates supermarkets, and convenience Cheangwattana Office stores, including Tops and the Foodhall. Tops supermarkets Tower Building, offer a complete range of quality products from both local and 99/9 Moo 2 international sources Cheangwattana Rd., Bangtalad, Pak Kret, Nonthaburi 11120 Thailand

P: +66(0)2 8317300

E: [email protected] Foodland Key supermarket player, offering high quality premium products 14 2675 Lardprao Road, yes Most stores are located in high-end residential areas such as KlongChaokhunsing, Sukhumvit and Ploenchit. Bangkok 10310 Thailand

E: [email protected]

P: (02) 530-0220, (02) 530-0222 7 Eleven Thailand has the 3rd largest number of 7-Eleven stores after more than 2, Sribunreang 1 — no (CP All) Japan and the United States, with half of their stores being 7,000 Main Office, 283, Silom Rd., located in Bangkok. Si Lom, Bang Rak, Bangkok 10500

P: +66-2711-7744

W: www.7eleven.co.th

E: [email protected] The Mall Part of the The Mall that operates fresh products supermarket 10 275 M.1 Phetkasem Rd, yes Gourmet Market and food retailers. It is a smaller chain, but offers a wide range Bangkae Nua of premium and high-end products, mainly in Bangkok — Pasicharoen, Bangkok 10600 with 10 stores. P: +66-2487-1000 91 AFGC MARKET INSIGHTS: THAILAND 92 AFGC MARKET INSIGHTS: THAILAND

ANNEX III — KEY DISTRIBUTORS IN THE THAI PREMIUM RETAIL MARKET

Name Details Product Types Contact Details Global Food Products Co., Ltd. Global Food Products have been operating in the Thai market Beverages, Dairy, Dressings 31/5 Trok Noket, Rama 3 Road for 15 years – initially with importing fresh produce for Makro & Condiments, Frozen Foods, Chong Nonsi, Yannawa and Tesco. Today, they also service the HORECA industry, Pasta, Snackfood, Desserts Bangkok 10120 e.g. supplying to a large number of Italian restaurants in P: +66 2 6831751 (-4) Bangkok, with $1 mn fitouts. They work with European and Australian producers mainly. Bemco Offering export solutions for Australian food manufacturers. all Bemco Australia Pty Ltd Bemco created the Taste Australia campaign as an initiative 88 McGregors Drive to help Australian food companies establish export markets in Keilor Park, Victoria.3042 Asia, which includes: Australia

ƒƒ cooking demonstrations and tastings P: 613 9336 7188 ƒƒ displays and introductory offers F: 613 9336 1988 ƒƒ healthy living/wellbeing products and information W: www.bemco.com.au/ ƒƒ promotions of products for festive seasons and events ƒƒ competitions ƒƒ occasional visits by key Australian supplier companies Name Details Product Types Contact Details Sino Pacific Trading Sino Pacific Trading is a Thai local giant operates in trading all; very specialised 122/2–3 Nonsee Road Chong Nonsee Yannawa since 1970. The company originally involved in the import and in Beverages Bangkok 10120 trading of confectionery and chocolate but now business has Chocolate and confectionery P: +66 (0) 2681-5081 expanded into Chocolate, Confectionery, Snack and Biscuits, Beverage, Grocery and Industrial. It consists of almost 70 Snackfoods brands from all around the world. DKSH Thailand Part of DKSH Group, that market, distribute and provide all Thanon Sukhumvit 101/1, Bangkok, Phrakanong logistic services in Thailand. DKHS Thailand Ltd. has been 10260, Thailand in operation since 1906, with sectors coverage in consumer P: +66 2 790 4000 goods, healthcare, technology, luxury and performance materials. Winner Group Enterprises Winner is one of the most prominent Thai importers and Dairy, Sauces, Snackfood, 889, Sathon Tai Rd., Yan Nawa, Sathon, Bangkok distributors focussing on food products for retail and food Jams, Baking products, 10120 service. The company was established in 1983 and is the Fruit juices P: +66 2 675 6533 exclusive distributor for General Mills. Choice Foods Thailand Limited Choice Foods is an importer of beef and lamb from Australia, Beef, Pork, Lamb, Seafood, 959 Soi Sukhumvit 71 Sukhumvit Road, Kwaeng and one of the first importers of Western gourmet products in Gourmet Grocery, Cheeses & Klongton-Nua Thailand. They are focused on premium products (mainly for Dairy, Fruits and Vegetables, Wattana, Bangkok 10110 the food service industry). Stocks and Dressings, P: +66 (0) 2 381 9239 42 Patisserie F: +66 (0) 2 381 9238

E: [email protected]

W: www.choicefoodsthailand.com 93 AFGC MARKET INSIGHTS: THAILAND 94 AFGC MARKET INSIGHTS: THAILAND

Name Details Product Types Contact Details Strategic Catering Strategic Catering are importing and distributing high quality Wine, Spirit, Liqueur, Cider, 102, 7th Floor, Soi Aree, Sukhumvit 26 Road, food products from various countries. They are focussed on Whisky, Fruit Juice, Pasta, Olive Klongton, Klongtoey, Bangkok 10110 Thailand premium products for the food service industry. Oil, Balsamic Vinegar, Muffin P: +66-2 261-4401-6 and Frozen Pastry Products E: [email protected]

W: www.strategiccatering.com Ek Chai Distribution System Ek Chai is the largest player in retail chain, that operates all 19th Floor, Modern-Form Bldg., 699 Srinakarin Rd., Tesco of around 1,400 stores across Thailand. Ek Chai also Suan Luang, Suan Luang, Bangkok, 10250 import from various international markets directly. P:+66 2 722 9640

W: www.ekchai.co.th

ANNEX IV — KEY PLAYERS IN THAI PREMIUM HORECA MARKET

Name Details Branches Product Categories Contact Details Centara Group Thailand’s leading retail conglomerate, formed Central Hotels & Resorts 45 properties throughout Tea, jams, premium Centara Hotels & Resorts, began strategic growth overseas. Today, Centara Hotels & Resorts is Thailand table sauce, bread 25th Floor, Centara Grand at Thailand’s leading hotel company throughout the country and in Maldives, mixes CentralWorld, Vietnam, Bali, Shanghai, Sri Lanka, Mauritius, Qatar and Ethiopia. 999/99 Rama 1 Road, Pathumwan, Bangkok 10330 P: +66 (0) 2 769 1234 MK Restaurants MK Restaurants, one of Thailand’s suki chains (formerly known as MK 362 branches Beverages (incl. tea), 1200 MK Restaurant Group Plc. Suki), has been serving Thai consumers for more than twenty years. premium table sauce Bangna-Trad Road, Bangna, More recently, it has taken its successful formula to several destinations Bangna overseas, with a total of twenty restaurants opened outside Thailand in the P: 02-836-1000 past eight years. Onyx Hospitality ONYX offers a wide portfolio of hospitality brands, including the luxury 35 hotels Tea, jams, premium 847 Petchburi Road Bangkok Group Saffron portfolio, the market-leading Amari brand of hotels and resorts, table sauce, bread 10400 Thailand Shama serviced apartments, and the all-new select service Ozo. Hotels mixes P: +66 (0) 2255 3767 including; Bangladesh, China and Sri Lanka. +66 (0) 2255 4588 Yum Thailand Yum Restaurants International (Thailand) Co., Ltd. or “Yum! Thailand” is KFC 500 branches and Beverages (incl. tea), 142 Two Pacific Building, 16th an affiliate of Yum! Restaurants International and Yum! Brands, Inc., based Pizza Hut 85 branches. premium table sauce Floor, Sukhumvit Road, Klongtoey, in Louisville, Ky., USA. Yum! Brands, Inc., is the world's largest restaurant Bangkok 10110 company managing KFC, Pizza Hut and Taco Bell. P: +66 (0) 2653-2900

F: +66 (0) 2653-2899 Dusit Thani Dusit Thani Hotels & Resorts is an up-market, full-service brand which 22 hotels Tea, jams, premium The Dusit Thani Building embodies the richness and tradition of Thai culture. Building from a strong table sauce, bread 946 Rama IV Road, Bangkok 10500 base in Thailand and existing/upcoming projects in Asia, our expansion mixes Thailand would focus on Asia, especially in the emerging regions of hospitality, as P: +66 (0) 2200 9999 well as the Middle East, India, China and Africa. 95 AFGC MARKET INSIGHTS: THAILAND 96 AFGC MARKET INSIGHTS: THAILAND

ANNEX V — KEY GOVERNMENT BODIES

Government Body Responsibilities Website Thai Food and Drug Administration Drafting laws and regulations on administration and supervision of food safety, www.fda.moph.go.th/eng/index.stm (FDA) of the Ministry of Public Health medical devices, drugs and cosmetics

Administers the import regulations for food and issues licences The Ministry of Finance’s Global trade facilitation, control of the movement of goods, and supply www.customs.go.th/wps/wcm/connect/custen/home/ Customs Department chain security homewelcome The Ministry of Agriculture and Set the Agricultural Commodity and Food Standards (ACFS): standards eng.moac.go.th Cooperatives for agricultural systems, commodity and food items and food safety; for accreditation of certification bodies; for food standard controls; and for promoting compliance with standards on farms and in food establishments The Ministry of Commerce Authority to designate classes of goods as being subject to import controls, www2.moc.go.th/main.php?filename=index_design4_en in the form of licence requirements

Issuance of import licences

Exchange control approval ANNEX VI — MAJOR FOOD AND BEVERAGE TRADE SHOWS IN THAILAND

Trade Show Location Frequency Details Website THAIFEX — World of Food Asia Bangkok yearly Focus on food imports, wholesale, distribution, www.worldoffoodasia.com and hotel and restaurant Food and Hotel Thailand Bangkok yearly Food and drink, hotel, bakery, foodservice www.foodhotelthailand.com/food/2013/en/index.asp (equipment) FI Asia — Thailand Bangkok biennial Major food ingredients expo www.foodingredientsglobal.com/asia-thailand/home Food Pack Asia Bangkok yearly Food processing and packaging, food and drink www.foodpackthailand.com technology Ildex Bangkok Bangkok biennial Livestock and dairy expo www.ildex.com

ANNEX VII — USEFUL LINKS

Subject Link JAS-ANZ certified bodies to issue product certificates to register with theThai FDA www.jas-anz.org/index.php?option=com_content&task=blogcategory&id=44 Notification of Ministry of Public Health Re: Beverage in Sealed Container http://www.fda.moph.go.th/eng/eng_food/Notification/214-43.pdf DFAT information on certificate of origin https://www.dfat.gov.au/fta/tafta/tafta_annex_4.html Austrade Information on labelling requirements http://www.austrade.gov.au/Export/Export-Markets/Countries/Thailand/Doing-business/ Tariffs-and-regulations#.U2mLnfmSyHM Thai FDA Food Registration Form — Orr 17 http://www.fda.moph.go.th/ eng/food/details/formOrr17.stm Thai FDA Product Record Filing Application Form — Sor Bor 5 http://www.fda.moph.go.th/ eng/food/details/formSorBor5.stm Sample Certificate of Origin for Thailand http://www.customs.gov.au/webdata/resources/files/thaicertorigin_050112.pdf 97 AFGC MARKET INSIGHTS: THAILAND 98 AFGC MARKET INSIGHTS: THAILAND Australia’s food,drinkandgrocerymanufacturingindustry. The Australian FoodandGroceryCouncil(AFGC)istheleadingnationalorganisationrepresenting Australian FoodandGroceryCouncil(AFGC) INDUSTRY ASSOCIATIONS FURTHER INFORMATION ANNEX VIII—SOURCESOF P: 0294665566F: 5599 Postal Address: POBox289,NorthSydneyNSW2059 51 Walker Street,NorthSydneyNSW2060 Sydney Contact Details: W: www.aigroup.com.au expanding rangeofsectorsincludingthefoodindustry. The Ai Groupisapeakindustryassociationin Australia whichrepresentstheinterests ofbusinessesinan Australian IndustryGroup(AiGroup) P: 0262732311 F:0262733286E:[email protected] Commerce House,Level3,24Brisbane Avenue, Barton ACT 2600 ACCI Canberra Contact Details: W: www.acci.asn.au Associations fromallsectorsoftheeconomy. of thenation'speakStateand Territory ChambersofCommerceandIndustryNational ACCI is Australia's largestbusinessassociation,speakingatanationalandinternationallevelonbehalf Australian ChamberofCommerceandIndustry(ACCI) P: 0262731466F:1477 Level 2,Salvation Army Building,2–4Brisbane Ave, Barton ACT 2600 Contact Details: W: www.afgc.org.au

P: 0394796043E:[email protected] S6 Bld2 Tech Enterprise Ctr., La Trobe Uni2Research Av., BundooraVIC3086 Contact Details: W: www.fial.com.au innovation inthe Australian foodindustry. FIAL isanindustry-led,governmentfundedinitiativetoacceleratecommercially-drivencollaborationand Food Innovation Australia Limited(FIAL) P: 0282437400E:[email protected]:92516492 Export House,Level2,22PittStreet,SydneyNSW2000 Contact Details: W: www.export.org.au exporters todecisionmakers. that representbusinessengagedininternationaltradeandmakesrepresentationstoonbehalfof The ECA istheindustrybodyfor Australian exportcommunity. Itsupportssectorspecificassociations Export Councilof Australia (ECA) P: +61262611111 F:+61262613111 R.G. CaseyBuilding,JohnMcEwenCrescent,Barton ACT 0221 Australia Contact Details: W: www.dfat.gov.au government agenciestocoordinate Australia’s global,regionalandbilateralinterests. DFAT providesforeign,tradeanddevelopmentpolicyadvicetothegovernmentworkswithother Department ofForeign Affairs andTrade (DFAT) 99 AFGC MARKET INSIGHTS: THAILAND 100 AFGC MARKET INSIGHTS: THAILAND Australian Embassy, 37SouthSathonRoad,Bangkok, Thailand 10120 Austrade Bangkok Contact Details: W: www.austrade.gov.au Australian exporters. The Australian Trade Commissionin Thailand providesinformation,adviceandservicesfor Australian Trade Commission(Austrade) GOVERNMENT OFFICES AUSTRALIAN TRADECHAMBERSANDSTATE P: +61883032400F:2410E:[email protected] Level 9, The Conservatory, 131–139GrenfellStreet, Adelaide, South Australia 5000 Contact Details: W: www.dmitre.sa.gov.au South — Department forManufacturing,Innovation,Trade, ResourcesandEnergy P: +61293386600F:6950E:[email protected] Level 47,MLCCentre,19MartinPlace,SydneyNSW2000 Australia Contact Details: W: www.business.nsw.gov.au New SouthWales Trade &Investment P: +6626964800F:+664801

Australia

P: +622157905620 Marah HoesseinSalim, Trade andInvestmentCommissioner ANZ Tower, 16thFloor, Jl.JendSudirmanKav33A,Jakarta ASEAN Contact Contact Details: W: export.qld.gov.au Trade andInvestmentQueensland(TIQ) P: +61892220555F:0505 1 Adelaide Terrace, EastPerth,Western Australia 6004 Contact Details: W: www.dsd.wa.gov.au Department ofStateDevelopment—Western Australia E: [email protected] P: (+613)96519239F:9505 121 ExhibitionStreet,MelbourneVIC3000 CBD —InnerMelbourneRegion Contact Details: W: www.business.vic.gov.au Victorian GovernmentBusinessOffices(VGBO)

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AFGC MARKET INSIGHTS: THAILAND

www.afgc.org.au Australian Food and Grocery Council