Organic Food & Beverage Thailand Market Study

Organic Food & Beverage

Thailand Market Study

JUNE 2019

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Organic Food & Beverage – Thailand Market Study - of 143

EU Business Avenues in South East Asia

Central Management Unit

Thailand Market Study

June 2019

Submitted to the European Commission

on 13 June 2019


Table of Contents

LIST OF FIGURES ...................................................................................................................................................... 6

LIST OF TABLES ........................................................................................................................................................ 7

TABLE OF ABBREVIATIONS .................................................................................................................................... 9

1. EXECUTIVE SUMMARY ....................................................................................................................................... 10

2. WHAT ARE THE CHARACTERISTICS OF THAILAND? .................................................................................... 15

2.1 POLITICAL OVERVIEW ............................................................................................................................. 18

2.2 ECONOMIC OVERVIEW ............................................................................................................................ 19

2.3 TRADE OVERVIEW .................................................................................................................................. 20

2.4 MARKET ACCESS ................................................................................................................................... 21

2.5 BUSINESS AND COMPETITIVE ENVIRONMENT ............................................................................................ 22

2.6 AGRICULTURE ........................................................................................................................................ 23

3. MARKET OVERVIEW & EU ENTRY OPPORTUNITIES IN THAILAND ............................................................. 25

3.1 MARKET OVERVIEW OF THE ORGANIC FOOD & BEVERAGE SECTOR ......................................................... 25

3.1.1 Introduction to the Thai Food & Beverage Market .......................................................................... 25

3.1.2 Overview of the Organic Food & Beverage Market ........................................................................ 31

3.1.3 Importers, Retail & Distribution ....................................................................................................... 34

3.2 ORGANIC BABY FOOD ............................................................................................................................ 41

3.2.1 Market Overview ............................................................................................................................. 41

3.3 ORGANIC CEREAL / CEREAL PRODUCTS .................................................................................................. 45

3.3.1 Market Overview ............................................................................................................................. 45

3.4 ORGANIC DAIRY ..................................................................................................................................... 49

3.4.1 Market Overview ............................................................................................................................. 49

3.5 ORGANIC BAKERY PRODUCTS ................................................................................................................ 53

3.5.1 Market Overview ............................................................................................................................. 53

3.6 ORGANIC SPREADS ................................................................................................................................ 56

3.6.1 Market Overview ............................................................................................................................. 56

3.7 ORGANIC CONFECTIONERY ..................................................................................................................... 59

3.7.1 Market Overview ............................................................................................................................. 59

3.8 ORGANIC SAUCES, DRESSINGS AND CONDIMENTS ................................................................................... 63

3.8.1 Market Overview ............................................................................................................................. 63

3.9 ORGANIC OILS AND FATS........................................................................................................................ 66

3.9.1 Market Overview ............................................................................................................................. 66

3.10 ORGANIC INGREDIENTS ......................................................................................................................... 70


3.10.1 Market Overview ........................................................................................................................... 70

3.11 ORGANIC BEER, WINE AND SPIRITS ...................................................................................................... 72

3.11.1 Market Overview ........................................................................................................................... 72

3.12 ORGANIC JUICE .................................................................................................................................... 78

3.12.1 Market Overview ........................................................................................................................... 78

3.13 ORGANIC TEA, COFFEE AND COCOA ..................................................................................................... 81

3.13.1 Market Overview ........................................................................................................................... 81

3.14 ORGANIC FRUITS AND VEGETABLES ...................................................................................................... 84

3.14.1 Market Overview ........................................................................................................................... 84

3.15 ORGANIC MEAT / MEAT PRODUCTS ....................................................................................................... 88

3.15.1 Market Overview ........................................................................................................................... 88

3.16 ORGANIC SEAFOOD / SEAFOOD PRODUCTS ........................................................................................... 91

3.16.1 Market Overview ........................................................................................................................... 91

3.17 EU ENTRY OPPORTUNITIES IN THE ORGANIC FOOD AND BEVERAGE SECTOR.......................................... 95

4. REGULATIONS ..................................................................................................................................................... 97

4.1 KEY GOVERNMENT AGENCIES ................................................................................................................. 97

4.2 KEY REGULATIONS ................................................................................................................................. 99

4.2.1 Thailand’s Regulations on Food Products ...................................................................................... 99

4.2.2 Standard Labelling Requirements .................................................................................................. 99

4.2.3 Nutrition, Health & Other Claims................................................................................................... 100

4.3 IMPORT REGULATIONS & REGULATORY PROCEDURES ........................................................................... 102

4.3.1 Pre-marketing Control ................................................................................................................... 103

4.3.2 Post-marketing Control ................................................................................................................. 104

4.3.3 Organic Labelling .......................................................................................................................... 105

4.4 IMPORT PROCESSES ............................................................................................................................. 106

5. ANNEX ................................................................................................................................................................ 110

5.1 LIST OF USEFUL CONTACTS .................................................................................................................. 110

5.2 STARTING A BUSINESS IN THAILAND ...................................................................................................... 112

5.3 USEFUL STATISTICS ............................................................................................................................. 120

5.4 BIBLIOGRAPHY ..................................................................................................................................... 137


List of Figures

Figure 1: Map of Thailand .......................................................................................................... 17

Figure 2: Thailand’s Food Export Ranking, 2016 ....................................................................... 23

Figure 3: Stages of Thailand’s Agricultural Industry ................................................................... 24

Figure 4: Northern Thai Dishes .................................................................................................. 25

Figure 5: The Central Islamic Committee of Thailand Responsible for Halal Certification ......... 27

Figure 6: Top EU Agri-Food exports to Thailand in 2017 ........................................................... 29

Figure 7: Organic Coffee Has Potential in Thailand ................................................................... 31

Figure 8: Organic Vegetables Sold at a Market in Bangkok ....................................................... 33

Figure 9: The Logo of Green Net Cooperative ........................................................................... 34

Figure 10: Baby Natura Range of Organic Baby Food Products ................................................ 42

Figure 11: Organic Granola Bar Range from Xongdur Foods .................................................... 45

Figure 12: The Dairy Farming Promotion Organisation of Thailand (DPO) is a Leading Player ...... 50

Figure 13: Organic Honey from BigBee ..................................................................................... 56

Figure 14: Brewski at Radisson Blu Plaza, Bangkok ................................................................. 73

Figure 15: Chalong Bay Rums ................................................................................................... 75

Figure 16: Freshly Squeezed Juice by Veggiology Lab ............................................................. 79

Figure 17: Local Thai Iced Tea .................................................................................................. 81

Figure 18: Organic Bananas from OrgBox Thailand .................................................................. 85

Figure 19: Lemon Farm.............................................................................................................. 89

Figure 20: Seafood From Norway .............................................................................................. 91

Figure 21: Import Procedures in Thailand ................................................................................ 106


List of Tables

Table 1: Ease of Doing Business in Thailand, 2019 ................................................................... 22

Table 2: Top 20 Agri-Food Products Exported from the EU to Thailand, 2013 - 2017 ............... 30

Table 3: Price comparisons between organic and non-organic baby foods in Thailand ............. 43

Table 4: Price Comparison between Organic and Non-Organic Cereals / Cereal Products ...... 47

Table 5: Price Comparison between Organic and Non-Organic Dairy Products ........................ 52

Table 6: Price Comparison between Organic and Non-Organic Bakery Products ..................... 55

Table 7: Price Comparison between Organic and Non-Organic Spread Products ..................... 58

Table 8: Price Comparison between Organic and Non-Organic Confectionery Products .......... 61

Table 9: Price Comparison between Organic & Non-Organic Sauces, Dressings & Condiments.............................................................................................. 64

Table 10: Price Comparison between Organic and Non-Organic Oil and Fats .......................... 68

Table 11: Price Comparison between Organic Beer, Wine and Spirits ...................................... 77

Table 12: Price Comparison between Organic Juices ............................................................... 80

Table 13: Price Comparison between Organic and Non-Organic Tea, Coffee and Cocoa Products ....................................................................................... 83

Table 14: Price Comparison between Organic and Non-Organic Fruits and Vegetables ........... 87

Table 15: Price Comparison between Organic and Non-Organic Meat / Meat Products ........... 90

Table 16: Price Comparison between Organic and Non-Organic Seafood / Seafood Products ...................................................................................................... 94

Table 17: Required steps for registering business in Thailand................................................. 117

Table 18: Imports of Food preparations for infant use, put up for retail sale, of flour, groats, meal, starch and similar products .................................................... 120

Table 19: Exports of Food preparations for infant use, put up for retail sale, of flour, groats, meal, starch and similar products .................................................... 120

Table 20: Imports of Cereals .................................................................................................... 121

Table 21: Exports of Cereals .................................................................................................... 121

Table 22: Imports of Dairy produce; birds' eggs; natural honey; edible products of animal origin, n.e.s ............................................................................................... 122

Table 23: Exports of Dairy produce; birds' eggs; natural honey; edible products of animal origin, n.e.s ............................................................................................... 122

Table 24: Imports of Bread, pastry, cakes, biscuits and other bakers' wares, whether or not containing cocoa .............................................................................. 123

Table 25: Exports of Bread, pastry, cakes, biscuits and other bakers' wares, whether or not containing cocoa .............................................................................. 123

Table 26: Imports of Butter, incl. dehydrated butter and ghee, and other fats and oils derived from milk; dairy ............................................................................... 124


Table 27: Exports of Butter, incl. dehydrated butter and ghee, and other fats and oils derived from milk; dairy ............................................................................... 124

Table 28: Imports of Sugars and sugar confectionery .............................................................. 125

Table 29: Exports of Sugars and sugar confectionery ............................................................. 125

Table 30: Imports of Sauce and preparations therefor; mixed condiments and mixed seasonings; mustard flour and similar products ..................................... 126

Table 31: Exports of Sauce and preparations therefor; mixed condiments and mixed seasonings; mustard flour and similar products ..................................... 126

Table 32: Imports of Olive oil and its fractions obtained from the fruit of the olive tree ............ 127

Table 33: Exports of Olive oil and its fractions obtained from the fruit of the olive tree ............ 127

Table 34: Imports of Plants and parts of plants, incl. seeds and fruits ..................................... 128

Table 35: Exports of Plants and parts of plants, incl. seeds and fruits ..................................... 128

Table 36: Imports of Beer made from malt ............................................................................... 129

Table 37: Exports of Beer made from malt ............................................................................... 129

Table 38: Imports of Wine of fresh grapes, incl. fortified wines; grapes must, partly fermented ....................................................................................................... 130

Table 39: Exports of Wine of fresh grapes, incl. fortified wines; grapes must, partly fermented ....................................................................................................... 130

Table 40: Imports of Fruit juices, incl. grape must, and vegetable juices, unfermented, not containing added spirit ....................................................................................... 131

Table 41: Exports of Fruit juices, incl. grape must, and vegetable juices, unfermented, not containing added spirit ....................................................................................... 131

Table 42: Imports of Coffee, tea, maté and spices ................................................................... 132

Table 43: Exports of Coffee, tea, maté and spices .................................................................. 132

Table 44: Imports of Edible vegetables and certain roots and tubers ...................................... 133

Table 45: Exports of Edible vegetables and certain roots and tubers ...................................... 133

Table 46: Imports of Edible fruit and nuts; peel of citrus fruit or melons ................................... 134

Table 47: Exports of Edible fruit and nuts; peel of citrus fruit or melons .................................. 134

Table 48: Imports of Meat and edible meat offal ...................................................................... 135

Table 49: Exports of Meat and edible meat offal ...................................................................... 135

Table 50: Imports of Fish and crustaceans, molluscs and other aquatic invertebrates ............ 136

Table 51: Exports of Fish and crustaceans, molluscs and other aquatic invertebrates ............ 136


Table of Abbreviations

AAN Alternative Agriculture Network

ACFS Agricultural Commodity and Food Standards

ACT Organic Agriculture Certification Thailand

ADB Asian Development Bank

AEC ASEAN Economic Community

AFCS National Bureau of Agricultural Commodity and Food Standards

CAGR Compound Annual Growth Rate

CCC Civil and Commercial Code

COR Canadian Organic Regime

CPF Charoen Pokphand Foods

DIT Department of International Trade

DPO Dairy Farming Promotion Organisation of Thailand

EMS Early Mortality Syndrome

EPZ Export Processing Zones

FBA Foreign Business Act

FDA Food and Drug Administration

FHT Food & Hotel Thailand

FTA Free Trade Agreement

GMP Good Manufacturing Practices

IOAS International Organic Accreditation Service

IWSR International Wine and Spirit Research

MAI Market for Alternative Investment

MOAC Ministry of Agriculture and Cooperatives

MOC Ministry of Commerce

MOF Ministry of Finance

MOPH Ministry of Public Health

NCPO National Council for Peace and Order

NESDB National Economic and Social and Development Board

NLA National Legislative Assembly

PCA Partnership and Cooperation Agreement

PLCA Public Limited Companies Act

PPP Purchasing Power Parity

ROH Regional Operating Headquarters

SET Stock Exchange of Thailand

SFWSC San Francisco World Spirits Competition


1. Executive Summary

Thailand achieved robust economic growth in 2018, thanks to its strong fundamentals.

The country’s smart economic policies have helped it achieve upper middle income status.

Today, Thailand’s 77 provinces are home to a population of 69 million, and to a large number of

expatriates from developed countries. In addition, the country draws over 30 million tourists

each year, who are attracted by its rich cultural heritage, distinct food and pristine beaches.

The modern retail format has spread throughout Thailand. In key cities and tourist hubs, both

Thais and foreigners have easy access to international hotels; world-class bars and restaurants

(of which 23 are Michelin-starred); shimmering sky-scrapers and shopping malls; as well as

supermarkets and convenience stores filled with imported food and beverage products.

With rising income levels, Thais are spending more on food and beverage, and on consumer

food services. According to Nielsen, nearly one third (29.9%) of Fast-Moving Consumer

Goods (FMCG) sales are considered premium and are growing at the expense of

mainstream and value offerings. In particular, it is the higher price bands within the premium

segment that are driving the expansion, with 23% of Thai consumers saying they are able to

spend freely.1

The organic food movement has taken off in Thailand. This is attributed to rising income and

health consciousness, concerns over food safety, increasing retail distribution, and a growing

awareness of organic production methods, among others. Even less affluent consumers are

buying organic products these days, particularly during promotions. Most Thais have given

organic products a try, particularly for products that resonate with them, such as premium

chocolate or strawberries. In addition to affluent Thais and expatriates, organic products have

also found favour with the younger generation in Thailand, many of whom are rejecting aspects

of traditional Thai life as being ‘un-cool’ and old-fashioned, choosing instead to embrace

available aspects of western culture and lifestyles, as well as changing their diet patterns.

1 https://www.nielsen.com/content/dam/nielsenglobal/de/docs/Changing-consumer-prosperity-report-2019.pdf

https://www.nielsen.com/content/dam/nielsenglobal/de/docs/Changing-consumer-prosperity-report-2019.pdf


Organic Baby Food

The birth rate in Thailand has been on a steady decline over the past few decades, with the

birth rate dropping from 6.15 in 1960 to 1.48 in 2016. Despite the falling birth rate, the baby food

sub-sector in Thailand continues to grow. Thai parents have an increasing ability and

willingness to pay premium prices for high-quality organic baby food. Food safety concerns

have also accelerated demand for organic baby foods.

Organic Cereals / Cereal Products

Breakfast cereals are commonly consumed in Thailand. Thais are demonstrating an increasing

desire for natural and sustainable breakfast cereals, which translates to a growing demand for

organic breakfast cereals, albeit from a small base. As convenience is key, millennials are

opting for portable options such as organic breakfast bars. Rice is a key staple consumed in

Thailand, and demand for organic rice can be met by domestic production as the government

targets to attract 3 million farmers in organic rice plantation by 2021.

Organic Dairy

The health-focused Thai market is seeing a growing demand for organic milk, especially from a

new generation of consumers. The value of the ready-to-drink organic milk market is estimated

at THB 50 billion (EUR 1.4 billion).2 The trend toward healthy eating has positively affected the

growth of both the organic dairy (which includes yogurts, cheese, butter) and the alternative milk

segment (soy or almond milk). Industry players are of the view that the market for organic dairy

products has plenty of room to grow in the Thai market.

2 http://www.nationmultimedia.com/detail/Corporate/30347949

http://www.nationmultimedia.com/detail/Corporate/30347949


Organic Bakery Products

The Thai organic bakery products segment is driven by the growth of artisanal bakeries offering

locally produced organic rustic breads, cakes, pastries and biscuits, and are also supported by

the growing number of restaurants, particularly in Bangkok, that provide the much-needed

platform for fledgling organic bakers to sell their niche goods. Higher-end supermarkets and

specialist stores are also offering small selections of organic baked goods to meet growing food

preferences for traditional, sprouted and ancient grains, and the demand for baked organic

goods such as croissants and rolls that can be eaten on-the-go.

Organic Spreads

The organic spreads segment, which includes nut butters, chocolate spreads, jams, and honey,

is small. The country’s Health Department recently revealed that Thais consume about 26

teaspoons of sugar a day, and launched a ‘Flat-tummy Thais” campaign to reduce consumption

of sugar in the country. The growing awareness, and shift away from sugar consumption has

led to reduced consumption of spreads in the country. Thais are not overly concerned about the

distinction between spreads that are labelled ‘organic’ or ‘natural’, perceiving both as healthy.

Organic Confectionery

According to the Boston Consulting Group (BCG), growth is strong in indulgence and

experience categories in Thailand3, a trend that is clear in the confectionery sector, which has

not been affected by negative publicity around sugar. Thais are feeding their sweet tooth by

eating more organic and non-organic confectionery. As incomes expand and consumers

develop a taste for new chocolate experiences, premium organic chocolates have gained shelf

space in supermarkets and specialist stores. The segment will grow as consumers continue to

indulge in confectionery.

3 https://www.bcg.com/fr-fr/publications/2017/globalization-go-to-markets-five-consumer-trends-watch-thailand.aspx

https://www.bcg.com/fr-fr/publications/2017/globalization-go-to-markets-five-consumer-trends-watch-thailand.aspx


Organic Sauces, Dressings & Condiments

According to the Board of Investment, the food seasoning market in Thailand is valued at over

EUR 1 billion. The market is boosted by local demand for essential Thai pastes, spices and

herbs, such as galangal (blue ginger), lemongrass, Thai holy basil, kaffir lime leaves, birdseye

chillies, shrimp paste, tamarind paste, as well as ready-to-cook pastes such as tom yum, green

curry, and massaman curry, among others. Some organic alternatives are readily available in

the market. Western-style organic sauces, dressings and condiments, such as pasta sauces,

pestos, salad dressings, and mustards, are also present in the market.

Organic Oils & Fats

Thailand's ban on artificial trans fats came into effect in January 2019, making the country the

first in ASEAN to ban the production, import and sale of partially hydrogenated oils, and food

that contains them. Consumers have been advised not to consume too much fat, regardless of

whether they are good or bad fats, while food manufacturers, such as bakeries, have been

advised to turn to indigenous natural oils – such as palm and coconut as well as blended oils.

Confusion in the market has led to more consumers opting for organic products. Popular

organic oils include olive oil, sesame oil and coconut oil.

Organic Ingredients

Organic products are an emerging but increasingly important category in Thailand, with

consumers becoming more aware of the benefits of organic food, and willing to invest in high-

quality organic food ingredients when cooking at home. Thailand has a well-established food

processing industry, with many organic food products exported and sold to well-known

supermarket chains and organic-focused retailers such as Whole Foods and Wal-Mart. Demand

for organic ingredients is expected to grow from the Thai food processing sector as well.


Organic Beer, Wines & Spirits

The alcoholic beverages sector is boosted by the country’s strong tourism sector. Beer remains

by far the most popular alcoholic beverage, with a number of organic variants available in the

market. Thais are among the highest per capita consumers of beer in the South East Asian

region, with the domestic brewing sector being one of the most competitive in the ASEAN.

Organic and biodynamic wine, although a nascent category, is projected to see growth on the

back of rising disposable incomes, growing sophistication of tastes, and more aspirational

purchases among consumers. Thailand is seeing the development of a growing craft spirits

scene; as the movement grows, so will awareness and popularity of organic variants of spirits.

Organic Juice

Thailand exports high-quality fruit juices to the global market, such as coconut, pineapple,

orange, tomato and guava, and other high-quality juices. With a 25.9% growth rate, coconut

water is the fastest growing subcategory. In a country with abundant fruit and vegetables, juice

has always been enjoyed freely, however, dire warnings about the sugar content in juice by the

Health Department has impacted growth in the market recently, which has seen a decline.

While restricting their overall consumption, consumers are increasingly open to premium

organic juices, which are regarded as occasional indulgent luxuries.

Organic Tea, Coffee & Cocoa

The Thai market for coffee and tea is expanding strongly, as a consequence of the increasing

popularity of specialist coffee shops and tea houses which have contributed to educate

consumers about the variety of hot beverages available. Competition is intensifying, and

companies are investing heavily in marketing and promotional activities such as lucky draws,

roadshows and other promotions. Premium organic products are particularly appreciated. In the

coffee sub-sector, instant organic coffee is preferred. There is however a growing potential in

the market for high-end organic ready-to-drink cold coffee.


Organic Fruits & Vegetables

Thailand is a world leader in farm products, which comprise a significant portion of the nation’s

exports. Mass produce farming is ingrained in Thai society, however transitioning to organic

farming has proven to be a struggle. In recent years, supermarkets in Thailand are featuring a

growing range of local organic produce, at a much higher price point. However, closer scrutiny

and testing have revealed that the products are not entirely organic as they contain pesticide

residues. This has led to growing distrust among consumers, who are now more open to better

quality fruits and vegetables produced in countries with high sanitary standards.

Organic Meat & Meat Products

Buying organic and pesticide-free meat and meat products has become very fashionable in

Thailand, particularly in Bangkok. A growing number retail outlets, large supermarkets, gourmet

specialists and even farmers’ cooperative markets sell organic, pesticide-free, antibiotic-free,

hormone-free meat and meat products. Both local and imported products are available, with

organic labelling.

Organic Seafood & Seafood Products

Thailand, which is a major seafood exporter, received a yellow card from the EU in 2015 for not

better managing illegal, unreported and unregulated fishing in the country. While the ban on

Thai fish imports was lifted by the EU in January 2019, this was a wake-up call in the country,

particularly among consumers. There has been a strong pushback against unsustainable fishing

practices and growing concerns about traceability of Thai seafood, which has led to increasing

interest in imported organic fish and seafood products.

EU Entry Opportunities

There is an increasing demand for organic packaged food and beverages, as well as artisanal

organic products in Thailand. These speciality products can often be sold at a higher price than

their competitors. Given the small base of the market, growth opportunities exist in almost all


organic product categories, from fresh fruit and vegetables, to packaged food and beverages.

A motivating factor for European exporters of organic products is that the demand for organic

products is growing faster than the domestic supply; leading to an influx of imported organic

products in the market. Growth in the Thai organic market is backed by an expansion of modern

grocery stores. While growth in the past occurred through the increase in the number of retail

stores, the arrival of e-commerce and the introduction of new business models have contributed

to an increasing penetration of Organic Food & Beverages in Thailand.


2. What are the characteristics of Thailand?

The Kingdom of Thailand is centrally located within

South East Asia and shares its borders with Myanmar,

Laos, Cambodia and Malaysia. With a GDP of

US$ 474 billion (EUR 422 billion) in 2018, Thailand is

the world’s 32nd largest economy and the second

largest economy in South East Asia. Its economy

expanded by 4.1% in 2018, and is projected to grow

by 3.8% in 2019, due to a global slowdown and

elevated trade tensions between the United States and

China.

Thailand’s economy is well diversified and competitive.

As a result, the country is resilient to external and

domestic economic shocks. A free-market economy

and well-integrated into the global marketplace,

the country has recently attained an upper-middle-

class status.

The country’s population currently stands at 69 million.

While the greater Bangkok metropolitan area is the

preeminent urban centre in the country, other sizable

cities include Chiang Mai in the north, Nakhon

Ratchasima (Khorat), Khon Kaen, and Udon Thani in

the northeast, Pattaya in the southeast, and Hat Yai in

the far south.

The official language is Thai. English is used in certain commercial circles and in tourist areas,

but otherwise is not widely spoken.

Figure 1: Map of Thailand

Source: CIA Factbook


2.1 Political Overview

Thailand is officially a constitutional democratic monarchy. The king serves as the head of state

while the elected Prime Minister is the head of the government’s executive branch. Elected

parliament serves as a legislative branch and the country’s judicial bodies remain independent.

The Thai constitution serves as the overriding document defining the rule of law in Thailand.

Political parties have been divided primarily along the lines of leftist “red shirts”, characterised

by mostly rural and low-income people, and “yellow shirts”, which typically attract middle class

urban population. Political participation is very high with both sides voicing concerns over

economic inclusion, equality and corruption.

In addition to its role of national defence, the military has also appointed itself as a defender of the

constitution. Over the years, there have been a total of 12 coups when the military set out to restore

the constitution. Multiple amendments and changes have been made to the constitution during

each change of power. The most recent military coup in 2014 led to the establishment of a junta by

the military, called the National Council for Peace and Order (NCPO), to govern the nation. From

2014 onward, strict censorship and restrictions on freedom of speech and political activism have

been imposed in the name of national unity. A new constitution was approved in August 2016 via

public referendum. The constitution bestows the military broad powers over future elected

governments, including fast-track means to remove elected politicians deemed as corrupt or

wayward. The NCPO also established a military dominated national legislature, which later

unanimously elected General Prayut Chan-ocha as the new Prime Minister. General elections were

held in Thailand on 24 March 2019, the first since the 2014 Thai coup d'état. The elections selected

the five hundred seats of the House of Representatives, which had been dissolved by the coup.

Stability in Thailand has been frequently achieved through the Thai people’s deference and

respect for the monarchy, in particular, the late King Bhumibol Adulyadej, who died in October

2016. Following the ascension of His Majesty King Maha Vajiralongkorn to the throne in

December 2016, a new chapter in the history and politics of Thailand has opened, as the new

king takes over and a new constitution is implemented. The role of the king is likely to be


expanded, while the military seems likely to continue to exercise a powerful presence within any

new constitutional framework. The National Council for Peace and Order promises stability,

a quality that many Thais may continue to wish for as the nation moves into the period of

change ahead.

2.2 Economic Overview

The Thai economy was valued at US$ 474 billion (EUR 422 billion) in 2018, while GNI per

capita at PPP (Purchasing Power Parity) was recorded at $17,040.4 The country has long been

a free-market export driven economy that balances promotion of foreign direct investment with

domestic initiatives to make Thai businesses dynamic and competitive partners in the region.

Over the past few decades, Thailand has made remarkable progress in social and economic

development, moving from a low-income country to an upper middle-income economy, with

GDP growth averaging more than 7% from the 1950s to the 1990s. Growth slowed in 2014,

although political stability and solid macroeconomic fundamentals saw the country’s economic

recovery continue in 2018, as GDP growth rose and export receipts increased.

The Thai economy is heavily based on agriculture, which contributes around 8.2% of the GDP

and employs more than 30% of the active population. The country is one of the leading

producers and exporters of rice and also has rubber, sugar, corn, jute, cotton and tobacco as

major crops. Fishing is an important activity as Thailand is a major exporter of farmed shrimp.

However, agriculture’s contribution to the GDP is declining, while the share of industry and

services have increased.

The manufacturing sector remains the economic mainstay, propelling the country forward.

The sector accounts for over 36% of the GDP and is well diversified. The main Thai industries

are electronics, steel and automotive. Thailand is an assembly hub for international car brands.

Electrical components and appliances, computers, cement production, furniture and plastic

4 https://data.worldbank.org/indicator/NY.GNP.PCAP.PP.CD?locations=TH

https://data.worldbank.org/indicator/NY.GNP.PCAP.PP.CD?locations=TH


products are also important sectors. The textile sector employs less than a quarter of the active

population and is no longer as dynamic as tourism, which has become the main source of

foreign currency. The tertiary sector, including financial services, is rising and contributes to

55% of the GDP. It employs over 51% of the active population.

Looking ahead, the Thailand 4.0 economic development strategy will be a major driver of

growth, with an emphasis on innovation and competitiveness, as well as a strong promotion of

new industries, and increased spending on infrastructure development and expansion projects.

2.3 Trade Overview

An export-dependent economy, Thailand exported a total of US$ 249.7 billion

(EUR 222.4 billion) worth of goods in 2018. China was Thailand’s No. 1 export market

(11.8%), followed by the United States (11.1%) and the EU (10%). The top ten export items

were machinery (17.2%), electronics appliances (14%), vehicles and automotive parts (12.2%),

rubber (6.2%), plastic (5.8%), gems and jewellery (4.8%), mineral fuels (4.3%), meat and

seafood (2.6%), chemicals (2.4%) and cereals (2.3%).

The EU remains an important trade partner for Thailand. Data from the International Trade Centre

reveal that in 2018, the total bilateral trade between the EU and Thailand amounted to

EUR 40 billion, making the EU Thailand’s third-largest trade partner after China and Japan.

Thailand is also the third-largest EU’s trading partner in ASEAN. In 2018, exports of goods from

Thailand to the EU amounted to EUR 21 billion, with key exports being machinery and

electronics, transport equipment, miscellaneous manufactured articles, and food products.

The EU’s exports of goods to Thailand in 2018 were worth EUR 18.9 billion, primarily focused on

machinery and transport equipment, chemicals and related products, and manufactured goods.

Negotiations for an EU-Thailand Free Trade Agreement (FTA) were launched in March 2013,

but stalled following the 2014 coup by the Thai military. In December 2017, the European

Union’s foreign affairs council announced that it will resume political contact at all levels with

Thailand in order to facilitate meaningful dialogue on issues of mutual importance, including on


human rights and fundamental freedoms, and the road towards democracy. According to the

statement by the EU, the signing of a Partnership and Cooperation Agreement (PCA) and talks

on the EU-Thailand Free Trade Agreement (FTA) could resume with a democratically elected

civilian government under the new constitution.

2.4 Market Access

Thailand is an open market for global participation. The Thai government does not enforce

regulations that completely ban or create insurmountable barriers to entry for foreign

participation. As a result, the Thai market is highly competitive with competitors from many

countries. European companies looking to do business in Thailand may find it useful to utilise

agents or distributors to enter the Thai market. Using agents or distributors is a common and

effective way to serve the Thai market and, from here, the other countries in South East Asia.

Many distributors in Thailand deal not only with the local market but also with the broader

regional market.

On 31 December 2015, the ten ASEAN Member States established a common market,

the ASEAN Economic Community (AEC), a boost to South East Asia’s combined economic

clout as the world’s seventh largest economy. The AEC has an estimated economic value of

US$ 2.5 trillion (EUR 2.2 trillion) annually, powered by a fast-growing market of more than

600 million people. Being part of the AEC makes Thailand an attractive choice for firms looking

to tap the growth potential of the bloc.

Thailand’s strategic location within the Greater Mekong Sub-region also makes it an attractive

place for serving countries such as Cambodia, Laos, Myanmar, and Vietnam. With a substantial

industrial base, population, and increasing number of multinational corporations operating there,

Thailand is seen as a practical location for central operations for the Greater Mekong Sub-region.

Thailand is also one of the most important destinations of European investments within ASEAN,

and the EU is the second-largest investor in Thailand, after Japan.


2.5 Business and Competitive Environment

According to the World Bank’s 2019 “Ease of Doing Business” report, Thailand now ranks 27 th

out of 190 economies in terms of the ease of doing business for small and medium enterprises

around the world. Even though the country dropped by one position compared to 2018,

Thailand remains a relatively easy place to do business.

Ease of Doing Business in Thailand 2019 Rank 2018 Rank Change in Rank

Overall Rank 27 26 -1

Starting a business 39 36 -3

Dealing with construction permits 67 43 -24

Getting electricity 6 13 +7

Registering property 66 68 +2

Getting credit 44 42 -2

Protecting minority investors 15 16 +1

Paying taxes 59 67 +8

Trading across borders 59 57 -2

Enforcing contracts 35 34 -1

Resolving insolvency 24 26 +2

Table 1: Ease of Doing Business in Thailand, 2019

Source: World Bank

In the past year, the country has adopted various reforms to make it easier to do business in

Thailand. For example, Starting a business was made less costly by introducing fixed

registration fees. Getting electricity was made easier by streamlining the number of procedures

needed to obtain a new connection; the country also made electricity tariff changes more

transparent. Paying taxes was also made easier by enhancing its online platform for calculating

and filing corporate income tax. Trading across borders was made faster by introducing the

E-Matching system for electronic cargo control, thus reducing the time for border compliance.


2.6 Agriculture

Agriculture in Thailand is highly competitive, diversified and specialised, and its exports are very

successful internationally. Rice is the country's most important crop, with some 60% of Thailand's

13 million farmers producing it, with more than half of cultivated land dedicated to rice production.5

Thailand is a major exporter in the world rice market. Other agricultural commodities produced in

significant amounts include fish and fishery products, tapioca, rubber, grain, and sugar. Exports of

industrially processed foods such as canned tuna, pineapples, and frozen shrimp are on the rise.

Figure 2: Thailand’s Food Export Ranking, 2016

Source: Thailand Board of Investment

Today Thailand has one of the most advanced food processing industries in South East Asia,

which enables the country to export value-added products to international markets like Europe,

Japan, China, and the United States.6 The value of Thailand’s food industry, including local

consumption and exports, was estimated to have reached US$ 102 billion (EUR 90.9 billion) in

2017. Thailand's food processing sector is made up of mostly small firms and cottage industries,

with medium-to-large enterprises accounting for 15% of the sector. The country hosts roughly

9,000 food processing companies, and Thailand ranks the main producer and exporter for

several processed foods including canned tuna, frozen seafood, shrimp, and chicken.

5 https://www.bangkokpost.com/business/news/1193633/thai-organic-foods-have-healthy-growth-potential 6 https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Processing%20Ingredients_Bangkok_Thailand_4-5-2018.pdf

https://www.bangkokpost.com/business/news/1193633/thai-organic-foods-have-healthy-growth-potential

https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Processing%20Ingredients_Bangkok_Thailand_4-5-2018.pdf


In 2016, Thailand launched the "Thailand 4.0" initiative, an economic model designed to break

the country out of the middle income trap. The plan has a focus on agriculture, aiming at a

seven-fold increase in average annual income of farmers by 2037. Already, more than 90% of

agricultural households in Thailand use machinery. Farm mechanisation in Thailand has

reached saturation point, where further increases in productivity become difficult.7

Figure 3: Stages of Thailand’s Agricultural Industry

Source: Kasikorn Bank

In this context, precision agriculture, has been identified as a key enabler. Precision agriculture

is a farming management concept that collects and processes biophysical, weather, and farm

data to optimise productivity. Today this technique is gaining traction among larger farms in

Thailand. For instance, Mitr Phol Group, a large sugar and bio-energy producer, uses

surveillance drones and satellite imagery to monitor sugarcane productivity. In Betagro’s

chicken farms, temperature, moisture, and lighting are precisely controlled in a closed

environment in conjunction with an automatic feeding system. Similarly, CPF’s prawn farms

have applied precision to the water circulation systems to save energy and meet food safety

standards. Precision control also serves as a countermeasure against the early mortality

syndrome that was plaguing the prawn industry.

7 https://www.bangkokpost.com/opinion/opinion/1278271/agriculture-4-0-obstacles-and-how-to-break-through

https://www.bangkokpost.com/opinion/opinion/1278271/agriculture-4-0-obstacles-and-how-to-break-through


3. Market Overview & EU Entry Opportunities in Thailand

3.1 Market Overview of the Organic Food & Beverage Sector

3.1.1 Introduction to the Thai Food & Beverage Market

Food is one of the central elements in Thai culture, often at the centre of social events.

Traditional Thai cooking relies on lightly prepared dishes with strong aromatic components.

However, nation-wide surveys suggest the food consumption pattern of the Thais has changed

considerably through the introduction of urbanisation and westernisation8; Thai staples, such as

rice and fish are being replaced by a diet containing a higher proportion of fats and animal

meat.9 Additionally, there has been a steady rise in purchased ready meals and eating out of

the home in both urban and rural areas as compared to home-cooked meals. The food industry

is Thailand’s third largest industry, contributing around 23% of its GDP.

Figure 4: Northern Thai Dishes

Source: Tourism Authority of Thailand

8 FFTC Agricultural Policy Platform (2018) Trends in Dietary Patterns and Consumer Policies in Thailand

http://ap.fftc.agnet.org/ap_db.php?id=898 9 Public Health Nutrition. The Nutrition and Health Transition in Thailand https://www.ncbi.nlm.nih.gov/pubmed/12027283

http://ap.fftc.agnet.org/ap_db.php?id=898

https://www.ncbi.nlm.nih.gov/pubmed/12027283


There is a highly competitive hotel, restaurant and institutional food service sector in Thailand,

which hosts some 150,000 outlets, including 100,000 restaurants and more than 5,000 resorts

and hotels.10 Ongoing growth in the tourism industry, urbanisation patterns, an increase in

eating out for modern urban families coupled with a higher consumer disposable income

support a positive outlook for the sector.

Online food delivery and take-away restaurants have seen an increase in consumers, especially

working professionals. The country’s ecommerce channels are expected to grow rapidly given

Thailand’s high social media, smartphone and internet penetration and options for commuters to

purchase meals for later in the day.

Thailand has long been referred to as the “Kitchen of the World’ due to its wealth in natural

resources, skilled workforce and position as one of the biggest net food exporting countries

globally.11 About half of the country’s total land area is destined for agriculture with up to 80% of

raw materials used in the food industry.12 Apart from being one of the world’s largest rice

producers, Thailand is also a global top ten exporter of cassava, canned tuna, canned

pineapple and sugar. Main export countries include the United States, China, Japan, Hong

Kong and Australia.13

Given Thailand’s proximity to Muslim-majority countries such as Malaysia and Indonesia,

the Halal market presents viable growth opportunities for the country. Currently ranked 13th

among the world’s largest halal producers14, Thailand’s major export markets include

Singapore, Malaysia, Indonesia, Brunei and Egypt. Thailand’s halal certification standards have

developed over the last 68 years. Currently, there are more than 4,000 halal food factories and

over 150,000 products receiving halal certification. Furthermore, the Thai government has

prioritised halal foods by formulating a five-year plan (2016-2020) to position Thailand to be

10 USDA Foreign Agricultural Service (2018). Thailand Food Service – Hotel Restaurant International 11 Thailand Board of Investment (2018). Thailand Food Industry 12 Thailand Board of Investment (2018). Thailand Food Industry. 13 World Bank Group (2016) Thailand Country Trade Data.

https://wits.worldbank.org/CountryProfile/en/Country/THA/Year/LTST/TradeFlow/Export/Partner/all/# 14 National Food Institute (2018). Food Industry in Thailand – ‘the Kitchen of the World’


among the top five exporters of halal products in the world. Government plans to grow the

industry include a THB 7,900 billion (EUR 221 billion) investment fund to accelerate industrial

development of halal products, high quality raw materials for manufacturing, boosting related

industries and establishing southern border provinces as production bases for neighbouring

countries.15

Figure 5: The Central Islamic Committee of Thailand Responsible for Halal Certification

Source: Halal Food Information Centre

The Thai government has designated the food industry as one of ten key growth engines in-line

with the “Thailand 4.0” economic model which focuses on innovative technology-based

manufacturing and services. In this context, the Thai Ministry of Industry has tasked the

National Food Institute with developing so-called future foods, which are envisioned to be high

value-added food products. There are four main categories of future foods: functional foods that

promote health or well-being; medical foods, which are used for the treatment specific

conditions such as diabetes; organic foods, which have become one of the fastest-growing

categories in the local market; and novelty foods, which are classified as highly innovative

products that have not been produced or marketed before.16

15 Thailand Investment Review (2018). 16 https://oxfordbusinessgroup.com/analysis/taste-innovation-thailand-40-prioritises-development-food-manufacturing

https://oxfordbusinessgroup.com/analysis/taste-innovation-thailand-40-prioritises-development-food-manufacturing


Moreover, in 2016 the government created an industrial park known as Food Innopolis, which is

located at the Thailand Science Park. Totalling 124,000 m2, it is a fully equipped facility offering

both wet and dry laboratories and an array of available resources including:

◼ Over 3,000 highly-skilled food researchers

◼ 10,000 food science students

◼ 150 food research laboratories

◼ 20 pilot plants

◼ 11 factories related to Food and Agriculture at major institutions

Almost 40 companies have set up their laboratories at Food Innopolis and roughly 30 percent of

this group are leading international companies. Some of the companies represented include

CP, SCG, Malee, Thai Oil, Thai Otsuka, Ou-waa Soft, Lion, Taisei Kogyo and Mitr Phol.

Hosting some 9,000 food processing companies, processed food exports contribute over half of

total Thai food exports and account for nearly a quarter of total manufacturing output in

Thailand.17 The country is well-known around the world for being a major food processing hub in

South East Asia, with products ranging from minimally processed outputs such as poultry and

shrimp to highly processed foods such as ready meals. Considering the high demand for

processed foods both domestically and internationally, Thailand continues to attract

agribusiness investments and top-tier food manufacturing equipment suppliers.18

17 BOI Thailand and National Food Institute (2018). Thailand Food Industry. 18 National Food Institute (2018). Food Industry in Thailand – ‘the Kitchen of the World’


Figure 6: Top EU Agri-Food exports to Thailand in 2017

Source: EU Commission Directorate-General for Agriculture and Rural Development

Remaining Agri-Food products

50%

Raw hides, skins and furskins

11%

Pet food10%

Other feed & feed ingredients

9%

Milk powders and whey

9%

Unspecified food preparations

7%

Spirits and Liqueurs4%

Sales


The EU is an important source market for the food processing industry in Thailand. Thailand’s

agri-food imports from the EU were around EUR 1.1 billion in 2017, defining the country as the

EU’s 27th largest trading partner in the sector.

Exports

Agri-Food Products

Value (EUR Million) %

2013 2014 2015 2016 2017 Share in all agri 2017

Change 2016-2017

1 Raw hides, skins and furskins 16 13 14 61 129 11.3 111.5

2 Pet food 88 89 150 118 117 10.3 -0.8

3 Other feed and feed ingredients 79 76 78 84 107 9.4 27.4

4 Milk powders and whey 105 124 109 69 104 9.1 50.7

5 Unspecified food preparations 76 90 93 97 77 6.8 -20.6

6 Spirits and liqueurs 51 63 66 53 42 3.7 -20.8

7 Preparations of vegetables, fruit or nuts

37 39 43 48 41 3.6 -14.6

8 Wine, vermouth, cider and vinegar 31 30 40 37 40 3.5 8.1

9 Casein, other albuminoidal substances and modified starches

33 31 32 37 36 3.2 -2.7

10 Infant food and other cereals, flour, starch or milk preparations

22 44 49 25 33 2.9 32.0

11 Starches, insulin & gluten 23 32 31 33 32 2.8 -3.0

12 Chocolate, confectionery and ice cream

22 22 26 28 29 2.5 3.6

13 Offal, animal fats and other meats, fresh, chilled and frozen

21 30 27 27 26 2.3 -3.7

14 Malt 25 22 27 35 25 2.2 -28.6

15 Pasta, pastry, biscuits and bread 20 19 21 25 25 2.2 0.0

16 Cheese 11 11 13 19 24 2.1 26.3

17 Live animals 9 10 14 17 18 1.6 5.9

18 Olive oil 13 12 14 16 17 1.5 6.3

19 Flours and other products of the milling industry

8 11 11 12 15 1.3 25.0

20 Gums, resins and plant extracts 15 13 15 16 14 1.2 -12.5

21 Remaining Agri-food products 168 204 340 234 186 16.3 -20.5

Table 2: Top 20 Agri-Food Products Exported from the EU to Thailand, 2013 - 2017

Source: Agri-Food Trade Statistical Factsheet: European Union – Thailand


3.1.2 Overview of the Organic Food & Beverage Market

Although still an emerging market, an increasing number of Thais are opting for organic food

and beverages, driven by health consciousness, the desire for ‘clean’ eating, and increased

spending power. According to a 2018 Mintel survey, 79% of metro Thai consumers would prefer

a healthier diet and 56% described ‘healthy food’ as organic.19

The total market size for organic food and beverages was US$ 15.6 million (EUR 13.9 million) in

2017, estimated to be the 43rd largest market by value.20 The sector’s sales are forecasted to

grow at around 6.6% CAGR until 2020.

Organic food and beverage companies mainly target upper-income consumers and enjoy fast

growth in the healthy drinks segment, meaning sugar-free beverages or with natural ingredients.

Organic drinks are still considered too pricy for daily consumption, but increasing competition

may drive down average prices. Organic coffee is among fastest growing beverages, a trend

which is in line with Thailand’s growing coffee drinking culture. The coffee market is set to grow

annually with a CAGR of 7.6% until 2023.21 Because most local production is based on the

lower grade Robusta variant, the largest market segment is instant coffee.

Figure 7: Organic Coffee Has Potential in Thailand

Source: Koobie's Coffee

19 Mintel Press Office (2018) Thai Consumers Are On the Road To Self-Betterment. https://www.mintel.com/press-centre/social-and-

lifestyle/thai-consumers-are-on-the-road-to-self-betterment-79-of-thais-would-like-to-have-a-healthier-diet-in-2018 20 Thailand Organic Trade Guide (2018). https://globalorganictrade.com/country/thailand 21 Statista (2019). Coffee in Thailand. https://www.statista.com/outlook/30010000/126/coffee/thailand?currency=eur

https://www.mintel.com/press-centre/social-and-lifestyle/thai-consumers-are-on-the-road-to-self-betterment-79-of-thais-would-like-to-have-a-healthier-diet-in-2018

https://www.mintel.com/press-centre/social-and-lifestyle/thai-consumers-are-on-the-road-to-self-betterment-79-of-thais-would-like-to-have-a-healthier-diet-in-2018

https://www.statista.com/outlook/30010000/126/coffee/thailand?currency=eur


In line with the Thai consumer’s desire for self-betterment and health, organic food is generally

purchased mainly for its perceived health benefits, the attraction of new and en-vogue products

and perceived better taste. Health benefits are closely linked with food safety in Thailand, as

high levels of pesticide residues on food have led to demands of safer alternatives and a rise in

pesticide-free labelling, which opens up opportunities for organic foods.22

Although perceptions of organic food are positive, pricing and lack of knowledge on organic

produce are barriers to market growth. According to a national 2016 study23 which surveyed

consumers who intended to buy or already purchased organic products, nearly half of the

respondents spent just between THB 200-400 (EUR 5.57 – 11.14) on each purchase, and 30%

of respondents indicated they would buy more if the prices of organic products were lower.

This is corroborated by more recent sources, which put organic produce at two to three times

the price of their conventional equivalents in Bangkok,24 well above the usual average of 10-

20% extra shoppers are willing to pay for organic products.25 Lack of knowledge on organic

farming is another factor as customers are often unable to distinguish between organic and

other food safety labels.26

Total retail sales value of Thailand’s organic packaged food sector was THB 389.1 million

(EUR 10.9 million) in 2017. Organic packaged food is expected to have a CAGR of around

7.7% by 2022.27 From 2012 to 2017, organic rice recorded the best sales value compared to

other organic food categories. Organic breakfast cereals have shot up the sales charts because

of the association with weight loss and digestive well-being. Generally speaking, Thai

companies control the organic food and beverage landscape.

22 Food Policy (2008). Consumer Perceptions of Organic Foods in Bangkok, Thailand.

https://www.academia.edu/8810783/Organic_food_s_consumer_in_thailand 23 World Academy of Science, Engineering and Technology (2016). Consumer behaviour and knowledge on Organic Products in Thailand. 24 Mahidol University (2018). Consumer willingness to Pay for Organic Food in Thailand

http://www.jba.tbs.tu.ac.th/files/Jba146/Article/JBA146PeeYing.pdf 25 University of Vienna (2016) Consumer perceptions of organic foods in Bangkok, Thailand. 26 World Academy of Science, Engineering and Technology (2016). Consumer behaviour and knowledge on Organic Products in Thailand. 27 Global Organic Trade Guide – Thailand (2019). https://globalorganictrade.com/country/thailand

https://www.academia.edu/8810783/Organic_food_s_consumer_in_thailand


Online channels could be an avenue to expand organic food and beverages’ sales in Thailand.

Research indicates that most products are bought at the supermarkets and health shops.28

However, overall around 40% of all purchases in Thailand are digitally influenced, with highly

digitally literate customers spending up to 60% of their time researching products on websites

and apps such as messenger and Instagram.29 In the Organic Food & Beverage sector, online

selling of organic baby food has risen in prominence with companies taking on integrated digital

marketing approaches, combining providing reliable information on baby nutrition with sales

angles.30

Main foods grown organically in Thailand are rice, coffee beans and mulberry leaf tea next to

fresh vegetables such as lettuce, and fruits such as coconut. Organic produce has raised

consumer awareness of organic options, but there is large unexplored potential for organic

farming in Thailand as the sector is still small. Less than 0.2% of farmers practice organic

agriculture due to high entry barriers, start-up costs, difficult certification schemes and

international competition.31

Figure 8: Organic Vegetables Sold at a Market in Bangkok

Source: WordPress

28 World Academy of Science, Engineering and Technology (2016). Consumer behaviour and knowledge on Organic Products in Thailand. 29 Santander trade portal – Thailand (2019). https://en.portal.santandertrade.com/analyse-markets/thailand/reaching-the-consumers 30 Nielson.com (2015) Growth in Baby and Formula Sales https://www.nielsen.com/eu/en/press-room/2015/oh-baby-global-baby-food-and-

formula-sales-will-reach-nearly-35-billion.html 31 Bangkok Post (2017). Thai organic foods have a healthy growth potential.

https://www.nielsen.com/eu/en/press-room/2015/oh-baby-global-baby-food-and-formula-sales-will-reach-nearly-35-billion.html

https://www.nielsen.com/eu/en/press-room/2015/oh-baby-global-baby-food-and-formula-sales-will-reach-nearly-35-billion.html


Premium pricing is a strong incentive for the estimated 60% of Thailand’s farmers who have

seen their incomes diminish after prices for rice dropped, compounded by customer willingness

to pay more for organic products.32 Furthermore, the growth in global and domestic demand for

organic produce, as well as government acknowledgement of agriculture as a key priority, are

likely to incentivise farmers to invest in organic farming as the market expands.

Companies that dominate the organic food market are Thai companies Capital Rice Company

and Green Net Cooperative, with a 45.1% market share and 16.5% share respectively.33 Green

Net Cooperative is a Thai social enterprise working to link sustainable farmers and community

enterprises with consumers. In terms of beverages, Green Net Coop and Central Retail Corp

come up on top, as well as Khaokho Talaypu, a company which sells a variety of organic herb

and plant-based teas, cold beverages and a selection of non-food items.

Figure 9: The Logo of Green Net Cooperative

Source: Green Net Cooperative

3.1.3 Importers, Retail & Distribution

Stakeholders part of the Thai organic supply chain include processers, exports, distributors,

specialty stores and farmer’s markets. The main channels for organic products are modern

traders (big retail chains) and specialty stores. Exporters remain significant for internationally

certified organic products and usually organise their own processing line or they outsource to

private processors.

32 Bangkok Post (2017). Thai organic foods have a healthy growth potential. 33 Global Organic Trade Guide – Thailand (2018). https://globalorganictrade.com/country/thailand


Importers generally focus on fine foods from Europe. These players include Rico Premium

(www.ricoricopremium.com), Choice Foods Thailand (www.choicefoodsthailand.com) and Food

Gallery (www.foodgallery.co.th), usually acting as distributors as well.

Online sales and distribution are becoming more important. According to the Oxford Business

Group, an estimated 10% of Thai households had used online shopping channels in 2017.

As internet penetration rates and online services pick up, e-commerce is set to increase even

further. Despite online sales only making up a small part of overall retail sales, recent activity in

the online grocery trends suggests short-term growth may be in the 15-20% range annually,

following heavy investment of retailers in digitalisation.34

Supermarkets

Supermarkets selling organic food and beverages include premium supermarkets under the

Central Food Retail Group, Tesco Lotus and Big C as well as popular smaller healthy lifestyle

supermarket chains such as Villa Market and Lemon Farm.

Central Food Retail Group

This group (www.centralgroup.com) carries organic products at its premium-tier grocery stores,

which include 108 Tops Markets and 8 Central Food Halls. Its own brand organic portfolio

primarily includes organic rice, pasta, eggs, tea and coconut oil. Central Food Retail Group has

its own import division, similar to Villa Market.

Villa Market

Villa Market (shoponline.villamarket.com) is a chain of 34 supermarkets around Thailand with

27 stores in the Sukhumvit and Ploenchit areas of Bangkok. Villa Market also offers an online

delivery service through Honestee. It is one of the more popular international supermarkets and

34 Oxford Business Group (2017) Thailand’s retailers adapting to changing consumption patterns

https://oxfordbusinessgroup.com/news/thailand%E2%80%99s-retailers-adapting-changing-consumption-patterns

http://www.ricoricopremium.com/

https://www.choicefoodsthailand.com/

http://www.foodgallery.co.th/

http://www.centralgroup.com/group-business/central-food-retail-group/

https://shoponline.villamarket.com/

https://oxfordbusinessgroup.com/news/thailand%E2%80%99s-retailers-adapting-changing-consumption-patterns


carries well-established organic brands. It offers international and locally grown vegetables such

as leeks and kale, as well as fresh herbs.

Lemon Farm

Lemon Farm (www.lemonfarm.com) is a popular chain of healthy lifestyle supermarkets in

Bangkok and its surrounding suburbs. Its 7 branches carry a range of organic products, such as

grains, tea, cold pressed oils, natural health care, rice and juices. It also stock items that are

generally difficult to find, such as soy sauce, miso paste and imported organic apples.

Specialty stores35

Apart from traditional outlets, specialty organic stores offer a wider range of variety in organic

produce. Some popular outlets include:

Radiance Whole Foods

Radiance Whole Foods (radiancewholefoods.com) was established in 2012, selling a range of

organic and niche health-oriented products such as spirulina, wheat germ and teff seeds. Apart

from organic produce, the company also sells baby products and natural skin-care solutions.

It operates as a small shop as well as an online delivery service. The company offers free

shipping within Thailand on all orders over THB 3,000 (EUR 84). Delivery costs depend on the

location, with flat rates offered from 50 – 150 THB (EUR 1.40 – 4.20) in Bangkok to non-

perishables only delivery outside Bangkok between THB 99 – 200 (EUR 2.80 – 5.60).

Sunshine Market

Sunshine Market (sunshinemarket.co.th) is a one-store company with an online shopping outlet.

Its products range from fresh produce and baked goods to superfoods, organic products, gluten

free items, vegan items and healthy drinks. It carries a range of imported organic brands and

35 Greennet (2019). Where to find organic products and health foods http://www.greennet.or.th/en/article/1049#sub-1048 and BK Asia (2017)

Bangkok’s best websites for online grocery shopping https://bk.asia-city.com/restaurants/news/bangkoks-best-websites-online-grocery-shopping-0

http://www.lemonfarm.com/

https://radiancewholefoods.com/

http://sunshinemarket.co.th/wp/

http://www.greennet.or.th/en/article/1049#sub-1048

https://bk.asia-city.com/restaurants/news/bangkoks-best-websites-online-grocery-shopping-0

https://bk.asia-city.com/restaurants/news/bangkoks-best-websites-online-grocery-shopping-0


have a juice bar in store. Online delivery is done in partnership with HonestBee, so the

minimum delivery costs range from THB 60 – 80 (EUR 1.67 – 2.23).

Sangdad Health Mart36

Sangdad health market (d.facebook.com/Sangdadhealthmart) is an authentic Thai store with

local ingredients and foods. It stocks prepared healthy meals such as salads, and offer free

yoga and cooking classes which offer natural seasonings in Thai. The store offers organic

grains, Thai herbs, teas and juices. The shop has a YouTube channel where it teaches cooking

classes.

Online stores

Happy Fresh

Happy Fresh (www.happyfresh.com) is a fresh grocery specialist that collaborates with larger

supermarkets, such as Tesco Lotus, Big C and Gourmet Market as well as more niche players.

A customer can get products from one outlet per order. Fees start from THB 60 (EUR 1.67) for

the first 10km, after which the price becomes THB 12/per km. (EUR 0.34/per km). Charges are

higher during peak hours. Customers are able to return products to the delivery person

immediately if the products are not to their liking. The company serves most areas in Bangkok

and some in Greater Bangkok.

HonestBee

HonestBee (www.honestbee.co.th) is an online delivery store affiliated with over 10,900

partners across 16 cities and sells quality food items such as imported meats, cakes, tea from

London, Korean food and organic food. The company offers same-day, one hour delivery in

Thailand. Minimum spending depends on the store, otherwise a delivery fee of THB 70

(EUR 1.96) applies plus a small concierge fee.

36 Thailand Starter Kit (2019). Organic Food in Bangkok: What You Need to Know https://www.thailandstarterkit.com/health/organic-food-

bangkok/

https://d.facebook.com/Sangdadhealthmart/

https://www.happyfresh.com/th

https://www.honestbee.co.th/en/

https://www.thailandstarterkit.com/health/organic-food-bangkok/

https://www.thailandstarterkit.com/health/organic-food-bangkok/


Paleo Robbie

Paleo Robbie (paleorobbie.com) is an online meal plan provider which also has an online

grocery section stocking 420+ items including organic vegetables, wild-caught fish and free-

range meat. The company offers meal plans from THB 7,500 – 47,500 THB (EUR 209 – 1,330).

Minimum order from the online grocery is THB 750 (EUR 20.9) with THB 90 (EUR 2.51)

shipping costs. The company offers free delivery on all orders to Bangkok above THB 1,500

(EUR 42).

Specific online stores for organic products37

Good Karma Health Food Store Thailand (www.healthfoodthailand.com) is a well-known online

national health food store, stocking a wide range of products from health food, supplements,

home & garden, super herbs, raw butter, athlete items and personal care. It is an online-only

store that offers home delivery across the country and pick-up in Phuket. The online store offers

free shipping for orders above THB 1,500 THB (EUR 42).

Organic Pavilion (www.organicpavilion.com) is an online marketplace for certified organic and

natural products in South East Asia. Certification can come from national or international

institutions and are approved by the FDA. it carries a broad range of products from food &

beverage, body & hair, mom & baby products to household items. The company delivers

anywhere within Thailand with free delivery above THB 900 (EUR 25). Below that amount a

standard fee of THB 90 (EUR 2.50) is applied.

Other niche organic companies selling online include Hilltribe Organics, a company selling

eggs, Doi Chaang Coffee, which specialises on sustainable coffee.

37 Organic Facts (2017). Best 14 Organic Food Stores in Bangkok, Thailand. https://www.organicfacts.net/organic-products/organic-

stores/bangkok.html

https://paleorobbie.com/

http://www.healthfoodthailand.com/

http://www.organicpavilion.com/

https://www.organicfacts.net/organic-products/organic-stores/bangkok.html

https://www.organicfacts.net/organic-products/organic-stores/bangkok.html


European companies

European companies aiming to import their products to Thailand are advised to find local

distributors or partners, as the market for Organic Food & Beverage is largely dominated by

local players. EU products are considered high quality and offered at premium price – products

such as organic breakfast cereals, juices, organic fresh coffee and organic processed food

should fare well in the market, as importers are looking for varieties that can compete with

domestic products. Introducing products to major retailers, promotional activities and sampling

events are important marketing tools, as are social media advertising, celebrity endorsements

and influencer marketing.

Government initiatives

The Ministry of Agriculture and Cooperatives (MOAC) has launched an agricultural development

plan in 2017 which aims to reduce costs, promote high quality organic production and increase

competitiveness.38 In the same year, the government launched the National Organic Agriculture

Development Strategy with the aim of raising the income of farmers. Part of the plan is a

scheme to reduce commercial varieties and new rice cultivation in favour of organic strains.

Farmers signed up to the scheme are eligible for financial support to buy seeds, reduce

dependence on pesticides and build barriers to prevent contamination.

The Department of International Trade (DIT) under the Ministry of Commerce has joined forces

with Nürnberg Messe, a large exhibition company to establish a trade fair for organically produced

foods in the ASEAN region. The latest Thai edition of BIOFACH will be held in July 2019.

The National Bureau of Agricultural Commodity and Food Standards (ACFS), under MOAC is

the relevant government authority for exported agricultural commodities export and registration.

The Organic Agriculture Certification Thailand or ACT was set up in 1995 to provide organic

certification services for all agricultural production, processing and handling operations.

38 FAO Country Fact Sheet on Food and Agriculture Policy Trends (2018).


Thailand is facing changing food consumption patterns, increase in obesity and other non-

communicable diseases and a rapidly ageing population. According to the Asian Development

Bank Institute, Thailand is one of the top five Asia-Pacific countries with the highest rates of

obese people. The highest rates of obesity are found in Bangkok, with 38.8% for males and

49.9% for females.39 The government is addressing the issue by promoting healthy lifestyles

and eating habits through the Thailand Healthy Lifestyle Strategic Plan (2011-2020). Initiatives

in 2017 to reduce the obesity rates and overweight included40:

◼ A sugar-sweetened beverage taxation, intended to reduce consumption of sugary drinks as

well as prompt producers to reduce the amount of sugar in their drinks. The Ministry of

Finance (MOF) plans to increase the level of tax every two years until 2023.

◼ A soda ban in schools to restrict soda in schools to promote healthy eating among

schoolchildren and reduce childhood obesity.

◼ The ‘Fatless Belly Thais’ (FBT) initiative, aimed to raise awareness among the public about

the benefits of a healthy diet and physical activity. Organised as a scale up of an NGO

programme, activities included training of implementers at provincial and local levels, mass

media programmes.

39 Asian Development Bank Institute (2017). Obesity in Thailand and Its Economic Cost Estimation. 40 World Bank (2018). Lessons Learned from Thailand’s Obesity Prevention and Control Policies


3.2 Organic Baby Food

3.2.1 Market Overview

Thailand has a growing organic baby food industry, as parents are increasingly concerned

about their children’s nutrition. Social media in particular is pushing parents to look for premium

baby food products that are known for their health and nutritional value.

Government regulations for infant food and formula are strict in Thailand. Baby food is classified

as a specially controlled food with the highest risk level, which means it defines all quality

standards including labelling and production processes, with the government operating a high

level of control over these foods.41

The Food Act B.E. 2522 (1979) is the main regulation for all foods in Thailand, authorised by the

Thai Food and Drug Administration (FDA). The Food Act restricts advertising of infant formula

and food for young children to scientific information in medical journals or to health workers.

Next to this, the Ministry of Public Health (MOPH) has issued several notifications specifying

labelling standards for infant foods, formula and supplementary foods for infants.42

In 2017, the National Legislative Assembly accepted the ‘Marketing Control on Food for Infants

and Young Children Act’ (or Milk Code), which prohibits companies to market food for infants

and young children, the advertising of any food products for infants up to 12 months (which

includes social media, traditional advertising and offline efforts such as sampling at hospitals)43

and the marketing of products for children aged 1 to 3 years44, next to labelling requirements for

formulas and supplementary foods. The government passed the legislation to promote the rates

of exclusive breastfeeding in Thailand, which currently stands at 12.3%, one of the lowest in the

41 REACH24 Consulting Group (2017). Food Regulation in Thailand. 42 Access to Nutrition Index (2018). Marketing of Breast-Milk Substitutes Thailand 2018. 43 REACH24 Consulting Group (2017) Thailand to Ban Baby Milk Powder Advertising Starting September

2017.https://food.chemlinked.com/news/food-news/thailand-ban-baby-milk-powder-advertising-starting-september-2017 44 Thai PBS (2017) Law banning baby formula marketing takes effect today. http://englishnews.thaipbs.or.th/law-infant-formula-milk-take-effect-

sept-8/

https://food.chemlinked.com/news/food-news/thailand-ban-baby-milk-powder-advertising-starting-september-2017

http://englishnews.thaipbs.or.th/law-infant-formula-milk-take-effect-sept-8/

http://englishnews.thaipbs.or.th/law-infant-formula-milk-take-effect-sept-8/


world according to UNICEF.45 Interestingly, authors of a recent report found even buying an

economy brand of infant formula carries significant costs for families as it can be up to 25.2% of

average monthly earnings for Thai workers.46

Figure 10: Baby Natura Range of Organic Baby Food Products

Source: Babynatura.com

Popular organic baby food brands in Thailand are local players Baby Natura and Xongdur Baby.

Baby Natura provides a selection of brown rice porridges and riceberry puffs flavoured with

vegetables such as pumpkin and carrot and fruits like apples and berries. Xongdur Baby offers

sprouted brown rice porridges and meals as well as rice puffs with similar flavourings. These

products are generally in carton boxes or tins.

Supermarkets generally only stock a small range of organic baby food products. Xongdur and

Baby Natura are the only brands stocked in large retailers such as Big C and Tesco Lotus.

Smaller healthy lifestyle supermarkets such as Villa Market stock some European brands such as

Ella’s Kitchen fruit and vegetable puree pouches and niche providers such as Happy Uncle Mark.

45 Reuters.com (2017). Thailand bans baby formula marketing to boost breastfeeding. https://www.reuters.com/article/us-thailand-health-

breastfeeding-women-idUSKCN1B217S 46 Access to Nutrition Index (2018). Marketing of Breast-Milk Substitutes Thailand 2018.

https://www.reuters.com/article/us-thailand-health-breastfeeding-women-idUSKCN1B217S

https://www.reuters.com/article/us-thailand-health-breastfeeding-women-idUSKCN1B217S


Pricing for organic baby food products tends to be significantly higher than their conventional

counterparts. The table below contains pricing comparisons for organic and conventional baby

foods in Thailand.

Table 3: Price comparisons between organic and non-organic baby foods in Thailand

Source: Orissa International from online store checks

Item (Baby Food) Organic Conventional

Domestic Imported Domestic Imported

Brand (formula milk) S26 Organic SMA Infant Milk Step 2

Dumex Infant Formula Supermix Step 2

Weight (grams) 900 600

Price (Euro) 30.52 6.38

Unit Value (Euro / 100g) 3.39 1.06

Price difference in % for domestic vs imported (Euro/100g)

Price difference in % for organic vs conventional (Euro/100g)

219.81

Brand (rice puffs)

Baby Natura Organic Riceberry Puffs with Carrot Flavour

Little Freddie Organic puffs Tomato and Cheese

Peachy Multigrain Puffs with Mixed Veggies

NA

Weight (grams) 40 42 40 NA

Price (Euro) 2.75 5.69 2.19 NA

Unit Value (Euro / 100g) 6.88 13.55 5.48 NA


49.23 NA


NA

Brand (fruit pouch) NA Ella’s Kitchen Bananas and Apples

Peachy Apple Mango and Banana Puree

Buddy Fruits Originals Apple and Banana

Weight (grams) NA 120 110 90

Price (Euro) NA 2.58 1.53 1.72

Unit Value (Euro / 100g) NA 2.15 1.39 1.91


NA


N/A 12.57


Despite legal restrictions on marketing activities milk formula products, premium baby food

products are growing in popularity. Demographic trends in Thailand such as a declining fertility

rate will support the trend, as parents tend to have more disposable income per child to buy

higher-priced products. It is expected that online sales of organic baby food products will

increase in Thailand,47 although main retail outlets for baby foods still remain supermarkets and

grocery stores.

Organic brands that are readily available in supermarkets are very limited and range from

domestic players Xongdur and Baby Natura to Ella’s Kitchen (UK), Organix (UK) and Little

Freddie (UK).

European companies with products sold in Thailand include:

◼ Organix, a UK based company has been operating as a subsidiary of The Hero Group, an

International Food Company based in Switzerland. The company offers a range of baby and

toddler cereals, snack foods and porridge.

◼ Little Freddie is an organic baby food company started in 2016 which now has 14 different

products available and sells in 28 stores through 11 retailers in Hong Kong, and has online

sales in China and Germany. In Thailand the company is slowly starting to advertise on

social media with products available online at Villa Market.

◼ Ella’s Kitchen: Established in 2009 and based in Oxfordshire, Ella’s Kitchen is the UK’s

number one baby food brand. The company makes 100% organic, healthy food for babies

and kids. Its products are sold in supermarkets internationally, including China, and there

are limited products available in gourmet supermarkets.

47 http://th.biofach-southeastasia.com/file/1.Organic%20Market%20in%20Thailand%2014%20JUL%202018.pdf

http://th.biofach-southeastasia.com/file/1.Organic%20Market%20in%20Thailand%2014%20JUL%202018.pdf


3.3 Organic Cereal / Cereal Products


Cereals represent an increasingly popular breakfast option in Thailand. The association with

weight loss and healthy digestion makes it popular among young urbanites. Organic cereal

products include rice, pasta, noodles and breakfast cereals. In all of these segments, the market

share of organic products tends to be smaller.

Breakfast cereals are showing the highest growth among organic cereal products. The sector is

dominated by international brands with frontrunner Nestlé and growing competition from other

multinational brands such as Kellogg’s, Jordan’s and Quaker, as well as local brands such as

Diamond Grains and Crunchy Monkey cereals. Organic options for breakfast cereals include

Nature’s Path among others, with increasing domestic competition – Xongdur recently launched

a range of organic granola bars, capitalising on the expanding interest in granola in the country.

Figure 11: Organic Granola Bar Range from Xongdur Foods

Source: http://www.thailandtrustmark.com

In contrast to organic breakfast options, the organic rice sub-sector is dominated by domestic

players. The two companies with the highest market shares are two brands under Capital Rice

Company and Green Net Coop. Green Net Coop is a social enterprise which produces and sells


a diverse range of rice, including (wholegrain) jasmine rice, Wholegrain Hom Nin rice, Red Hom

Mali rice. Capital Rice Company produces and exports rice. The company, operating as a

subsidiary of the STC Group, offers a range of Thai jasmine, Pathumthani, parboiled, white,

glutinous, and organic rice.

The Thai government is actively promoting the production of organic rice in the country, aiming

to engage 3 million farmers in organic rice farming by 2021, thereby increasing organic rice

productivity by 200% and lower prices.48 According to the Thai Rice Exporters Association,

Thailand aims to export 9.5 million tonnes of rice in 2019, a 14% decline from 2018, when it

shipped 11 million tonnes.49 A proposed introduction of a ‘Rice Bill’ by the National Legislative

Assembly (NLA) to control the licensing of rice strains to protect the image of Thai rice was shot

down as it was not seen to be in the interest of rice farmers.

Pasta is set to grow significantly in the next five years through busy lifestyles and increasing

urbanisation. Analysts note it may achieve an average annual growth of 9.3% moving to 2022,

even though consumption is not particularly high at the moment – pasta is not a commonplace

food in Thailand and will therefore be concentrated in urban areas.

Large supermarket chains such as Big C or Tesco Lotus do not seem to stock organic wheat-

based pasta or rice noodles. There does seem to be space in the market for niche organic rice-

based pasta, rice noodles and superfood mixtures, which are sold in various high-end

supermarkets such as Tops, gourmet market and central food hall as well as healthy lifestyle

supermarkets such as Rimping and Villa supermarkets.

Domestic social enterprises working with local farmers seem to be moving in on this niche, for

example Perfect Earth (https://perfectearthfoods.com/) which promotes itself as the only organic

chia seed cultivator in Thailand, and Siam Organic (https://jasberry.net) the social venture

48 Black Sea Grain Net (2017) Thailand works to develop organic rice market. http://www.blackseagrain.net/novosti/thailand-thailand-works-to-

develop-organic-rice-market 49 Bangkok Post (2019).Thailand aims to export 9.5m tonnes of rice in 2019. https://www.bangkokpost.com/business/news/1620506/thailand-

aims-to-export-9-5m-tonnes-of-rice-in-2019

https://perfectearthfoods.com/

https://jasberry.net/

http://www.blackseagrain.net/novosti/thailand-thailand-works-to-develop-organic-rice-market

http://www.blackseagrain.net/novosti/thailand-thailand-works-to-develop-organic-rice-market

https://www.bangkokpost.com/business/news/1620506/thailand-aims-to-export-9-5m-tonnes-of-rice-in-2019

https://www.bangkokpost.com/business/news/1620506/thailand-aims-to-export-9-5m-tonnes-of-rice-in-2019


behind the popular Jasberry rice, which has started producing rice-based pasta products

fortified with superfoods.

The table below shows differences in prices across organic and conventional cereal and cereal

products.

Table 4: Price Comparison between Organic and Non-Organic Cereals / Cereal Products


Item (Cereals/Cereal Products ) Organic Conventional


Brand (breakfast cereal) Barbara’s Snackimals Cereal Chocolate

Nestle Koko Krunch Chocolate


Price (Euro) 8.32 3.02




254.35

Brand (granola/muesli) Familia Bio Organic Fruit Nut

Diamond Grains Summer Berry Granola

Sante Granola with Fruit

Weight (grams) 375 220 350

Price (Euro) 6.05 3.75 4.41

Unit Value (Euro / 100g) 1.61 1.70 1.26


34.92


Brand (rolled oats/porridge) NA Bob’s Red Mill Organic Rolled Oats

White Rose Rolled Oat McGarrett Rolled Oats


Price (Euro) NA 8.08 2.08 1.10



NA NA 64.29


NA


European companies active in the organic cereals sector include:

◼ Weetabix is a British food processing company that offers several cereal brands, including

Weetabix, Alpen, Ready Brek and Barbara’s, after it took over the US-based company in 1986.

◼ Hahne Mühlenwerke is a German cereal manufacturer that is among the most important in

Europe. Hahne produces more than 250 different cereal products, including organic cereals.

In Thailand, its products are available at Big C and Villa Market.

◼ Sante is a Polish company established in 1992, specialising in healthy and functional food

such as breakfast cereals, muesli, and cereal bars. Some of its muesli bars and healthy

breakfast cereals can be found in Thailand at Villa Market.


3.4 Organic Dairy


Thailand has one of the most established dairy sectors in the South East Asia region.

The country is one of Asia’s largest dairy producers with Cambodia, Singapore, Philippines and

Hong Kong taking the bulk of the country’s exports.

Data from the International Trade Centre shows Thailand imported over US$ 700 million

(EUR 623.5 million) in dairy products in 2018, with leading import partners New Zealand,

Australia and Indonesia. New Zealand’s frontrunner position may have been supported by an

agreement between the countries in July 2017 to increase market access for New Zealand’s

dairy exports to Thailand. Considering EU exportes to Thailand, the top players in the sub-

sector are France, the Netherlands, and Belgium.

Dairy products have historically not been produced in Thailand and are not part of the traditional

diet in country. The industry was introduced in 1962 as an opportunity for Thai farmers to work

in the nascent livestock market. After government promotion campaigns such as a school milk

programme run by the Dairy Farming Promotion Organisation of Thailand (DPO), the launch of

a state-run dairy company spearheaded by the Ministry of Agriculture and Cooperatives

(MoAC), and marketing efforts led by the local dairy industry, demand increased. Through the

government’s school milk programme, milk consumption increased to 23 litres per child per year

in 2002, coming from a low base of 2 litres per year in 1988.50 At present, the government is

aiming to boost Thai average milk consumption from 14 litres in 2016 to 20 litres by 2021.51

Because of the recent surge in health consciousness in Thailand, drinking milk and other dairy

products tends to be marketed as vitamin-rich, high protein and/or low sugar. For children,

marketing is based on links between drinking milk and intelligence. Other targets include the

50 International Journal of Qualitative Studies on Health and Wellbeing (2018). Practices and Values regarding milk consumption among pre-

schoolers in Bangkok. https://www.tandfonline.com/doi/full/10.1080/17482631.2018.1461515 51 Bangkok Post (2016). Thai-Danish to Jointly Build Dairy Factory. https://www.bangkokpost.com/business/news/1064572/thai-danish-to-jointly-

build-dairy-factory


elderly and healthy food consumers. At the same time, alternative plant based milks are

enjoying increasing popularity. According to a Mintel study, vegetarian claims on new food and

beverage items have grown by 140% between 2012-2016 in South-East Asia, with vegan

claims rising as much as 440% in the same period.52 Meanwhile, cheese consumption and milk

products for coffee such as condensed milk are mostly supported by the foodservice sector,

with lower retail consumption values.

Key players in the Thai dairy market are state-run DPO, Meiji holdings, Nestlé and Yakult. CP Meiji

is the country’s leading pasteurised milk brand. Dutch Mill is one of Thailand’s largest producers

and marketers of dairy products, stocking products like yoghurt drinks, milk and cup yoghurt.

Figure 12: The Dairy Farming Promotion Organisation of Thailand (DPO) is a Leading Player

Source: ScanAsia

For cheeses, international players dominate the market. Supermarkets that stock imported

cheeses include Gourmet Market and Foodland. Online retailing is an increasingly popular

option, with smaller companies such as the Home Made Cheese Company and Vaiano Italian

cheese that sell locally produced cheese and other dairy products (homemade-cheese.com/).

52 FI Global (2019) Plant Based Diets Lead Asian Health and Wellness Trends. https://www.figlobal.com/asia-thailand/visit/news-and-

updates/plant-based-diets-lead-asian-health-and-wellness-trends

http://homemade-cheese.com/

https://www.figlobal.com/asia-thailand/visit/news-and-updates/plant-based-diets-lead-asian-health-and-wellness-trends

https://www.figlobal.com/asia-thailand/visit/news-and-updates/plant-based-diets-lead-asian-health-and-wellness-trends


Organic dairy brands are still very niche in Thailand. Dairy Home (www.dairyhome.co.th)

presents itself as Thailand’s first organic dairy farm. In common supermarket retailers such as

big C and Tesco Lotus there seems to be only one brand of organic milk sold, Butterfly Organic

(www.butterflyorganic.co.th), a certified organic Thai company. Villa Market, a supermarket

more geared towards imported products stocks Butterfly and two US-based brands, as well as

one organic cheese brand. Interestingly, product research shows many more options for

alternative milk drinks based on soy, oat, coconut, rice or almond including a more extended

range of organic options. Brands such as Tofusan, and lactose-free brand mMilk and 137

degrees are more common to find.

The table below provides price comparison data of organic and non-organic dairy products in

Thailand.

Item (Dairy) Organic Conventional


Brand Landana Organic Mild Dutch Gouda Cheese

NA Mainland Gouda Cheese

Weight (grams) NA 180 NA 200

Price (Euro) NA 8.18 NA 5.80

Unit Value (Euro / 100g) NA 4.54 NA 2.90


NA NA NA NA


NA 28.28 NA NA

Brand Butterfly Homogenised Low-Fat Milk

Organic Valley Low Fat Dairy Milk

Dutch Mill Low Fat Pasteurised Milk

Meadow Fresh Low Fat Milk

Weight (grams) 300 1000 400 1000

Price (Euro) 1.62 3.60 0.68 3.21

Unit Value (Euro / 100g) 0.54 0.36 0.17 0.32


50 88.24


217.65 12.5

Brand Tofusan organic soy milk no sugar added

Australia’s own organic soy milk unsweetened

Lactasoy Unsweetened

Weight (grams) 350 1000 1000

http://www.dairyhome.co.th/th/index.php

https://www.butterflyorganic.co.th/


Item (Dairy) Organic Conventional


Price (Euro) 1.40 3.60 0.83

Unit Value (Euro / 100g) 0.40 0.36 0.08


11.11


Brand Butterfly organic yoghurt low fat

NA Meiji low fat yoghurt NA

Weight (grams) 400 NA 500 NA

Price (Euro) 2.44 NA 1.44

Unit Value (Euro / 100g) 0.61 NA 0.29 NA


NA NA NA NA


52.45 NA NA NA


NA NA NA NA

Table 5: Price Comparison between Organic and Non-Organic Dairy Products


European companies with a presence in the Thai dairy market include:

◼ Vandersterre is a Dutch family business with around 350 employees that sells Landana

Gouda cheese, including an organic range to over 80 countries. Its Organic Landana

cheeses are sold in Villa Market.

◼ Arla Foods is a Danish Cooperative that owns Lurpak Butter, sold in 75 countries globally.

Lurpak organic butter can be found in Big C and other major supermarket retailers.

◼ Paysan Breton is a French cooperative brand founded in 1969, specialising in healthy dairy

products such whipped cheese, crêpes, fermented milk, Emmental, Brie, crème fraîche.

In Thailand its products can be bought at Eurofood, a retailer focusing on Mediterranean

premium quality food products.


3.5 Organic Bakery Products


Although rice and noodles remain staple foods for the average Thai family, bread, pastry and

biscuits can usually be found in homes as snack foods. Supermarkets remain the largest

suppliers of baked goods, with food service outlets in larger cities being popular among office

workers and urbanites for their sweet pastries, such as donuts, cake buns or croissants.

Thailand’s imports of baked goods were valued at over US$ 200 million (EUR 178 million) in

2018, with Malaysia being the largest supplier. The top 5 countries include Indonesia, China,

Vietnam and Japan, with leading European suppliers being Italy and Germany. Thailand’s

imports account for around 0.5% of global imports of baked products.

The Thai baked goods industry now hosts more than 700 businesses with more than 15,000

locations nationally. This includes industrial bakeries, retail bakery chains such as Yamazaki,

BreadTalk and Au Bon Pain, cafes such as Starbucks and True Café, specialty outlets such as

donut and pizza stores, supermarket in-store bakeries, bake-off shops in convenience stores

(such as Kudsan in 7-eleven), and in-house bakery shops in high-end hotels, as well as a

growing number of artisanal entrepreneurs.53

Domestic industrial baked goods companies such as President Bakery, S&P, CPRAM and Thai

Yamazaki dominate the market. President Bakery produces the famous Farmhouse brand, and

has wholesale and retailing outlets throughout the country. Its brand name and distribution

network contribute to its dominant market share. Because of increasing competition,

the company started exploring alternative distribution channels such as vending machines for its

breads.54 Other important players are hypermarket/retail giants Tesco Lotus, Siam Makro and

Big C who sell baked goods in their stores, including a variety of interesting flavours such as

mangosteen and matcha cakes. Breads stocked from these players do not focus on healthier

53 Dutch Ministry of Economic Affairs (2013). Business Opportunities Study in Thai Bakery Sector. 54 Bangkok Post (2018). New Avenues for Basic Bread. https://www.bangkokpost.com/business/news/1513662/new-avenues-for-basic-bread

https://www.bangkokpost.com/business/news/1513662/new-avenues-for-basic-bread


options in their product range, but products include additional protein, seeded breads and

wholegrain options.

As healthier options without artificial conservatives or additives are increasingly preferred

among Thai consumers, it is likely the packaged bread sector’s market share will decline.

Smaller domestic bakeries are honing in on this trend, marketing their products as natural and

as healthier than their industrial counterparts.

Furthermore, amidst growing health concerns among Thais about healthy eating,

the government introduced a new bill in July 2018 banning the manufacturing, importing and

distribution of trans-fats, as well as all products containing these. The law came into force in

January 2019, making Thailand the first ASEAN country to implement a ban on artificial trans-

fats.55

Organic bakery products can mostly be found in smaller, artisanal-style bakeries and cafés,

such as Shebakes, Sustaina Organic Restaurant and Hommali Organic Cake Roi-Et. Although

not certified, many of these bakeries source organic flour where possible, and use imported

grains and other ingredients to ensure high quality produce for premium prices.

Store-bought organic bread and cakes can mostly be found in specialty supermarkets and

health stores, although the range is generally very limited. The table below shows price

comparisons between organic and non-organic options.

Item (Bakery Products) Organic Conventional


Brand (bread) NA Delba organic linseed bread

NA Prünte linseed rye bread



55 Food Navigator (2019). Thailand artificial trans fats ban implementation well-received by PepsiCo and food industry.

https://www.foodnavigator-asia.com/Article/2019/01/22/Thailand-s-artificial-trans-fats-ban-implementation-well-received-by-PepsiCo-and-food-industry




Item (Bakery Products) Organic Conventional




NA NA NA NA


NA 14.68 NA

Brand

Theera Protein Brownie (not certified)

Tesco Lotus Almond Brownie





NA 396.72



NA NA

Table 6: Price Comparison between Organic and Non-Organic Bakery Products


European companies active in the market include:

◼ Delba is a company founded in Germany in 1983, for whole-grain bakery products. It has

provided an innovative packing solution that allows bread to keep fresh longer. Its organic

variant is sold at Villa Market.

◼ Mestemacher is a German company engaged in the manufacturing and marketing of bread

in more than 80 countries in the world. Its premium brands include Mestemacher, which has

an organic option sold in healthy lifestyle supermarkets in Thailand.


3.6 Organic Spreads


Sugar is a major concern among Thai consumers, therefore healthier options are increasingly

popular as alternatives to traditional peanut, chocolate-based, and other spreads. It is also the

reason why honey enjoys quite a strong popularity in Thailand as substitute for sugar, with

major supermarket retailers selling many domestic variants. Thailand is ranked as the World’s

22nd natural honey exporter and represents 1.2% of world exports. It mainly exports to the

United States, Taiwan and Germany.56

Peanut spreads are dominated by the Skippy brand offered by Unilever Holdings. Other brands

available include US Reese’s and Peanut Butter Company, JIF and Whole Earth as a healthier

alternative. In chocolate based spreads Nutella is the main product available in Thailand, as

well as peanut-chocolate mixtures.

Figure 13: Organic Honey from BigBee

Source: Organic Pavilion

Large supermarkets tend to stock Best Foods, Unilever’s market leading product, as well as

Imperial, Hero and Smucker’s.

56 Trade data from UN Comtrade (2018).


Domestic players such as Healthy Mate, Paweenee’s and Doi Tung are cornering the guilt-free,

healthier options customers demand. There are very few organic options available because of

the ample range of natural products. Brands such as Meridian and smaller farm-based jams are

available in larger cities.

The pricing comparison table below shows some of the price differences between organic and

non-organic spreads.

Item (Spreads) Organic Conventional


Brand (peanut butter) NA Meridian Organic Crunchy Peanut Butter

Happy Mate Peanut Crunchy Peanut Butter (unsweetened)

JIF Crunchy Peanut Butter


Price (Euro) NA 6.31 2.37 5.27



NA NA 2.5 NA


NA 93.97 NA NA

Brand (honey) Healthy Mate Raw Organic Honey

NA Vejpong Natural Honey Lune de Miel Honey

Weight (grams) 630 NA 565 250

Price (Euro) 6.56 NA 5.31 6.09

Unit Value (Euro / 100g) 1.04 NA 0.94 2.44


NA 159.58


10.64 NA NA

Brand (jam) Hanada Organic Farm strawberry jam

Best Foods Strawberry Jam St. Dalfour Strawberry Jam

Weight (grams) 280 170 284

Price (Euro) 5.31 1.17 3.60

Unit Value (Euro / 100g) 1.90 0.69 1.27


84.06


Item (Spreads) Organic Conventional



NA

Table 7: Price Comparison between Organic and Non-Organic Spread Products


EU companies with presence in market include:

◼ Whole Earth, a natural and organic food brand owned by Dutch company Wessanen, has a

range of organic peanut butter and chocolate spreads with organic options. It is found online

and in Villa Markets.

◼ Meridian foods, a UK-based brand selling a range of peanut and other nut butters,

including an organic range. Meridian is imported and available in limited healthy lifestyle

supermarkets and stores.


3.7 Organic Confectionery


Confectionery items are becoming increasingly popular in Thailand. Even though it comes from

a small base, the demand for premium chocolate is growing, with more premium brands readily

available in retail outlets.

Supermarket chocolate ranges generally from internationally well-known brands such as Nestlé,

Mars, Hershey’s, Lindt and Cadbury’s. However, health trends and consumer interest have led

to a boom in premium, artisanal beans-to-bar chocolatiers in large cities such as Chiang Mai

and Bangkok.

Artisanal chocolatiers seem to be tapping into the growing concerns of consumers about sugar

intake, offering dark chocolates, sugar free, keto-friendly and vegan options. PARADAi, one of

the newest chocolate cafés on the scene in Bangkok has received two international chocolate

awards in the Asia-Pacific competition with cacao grown in the South of Thailand. 57 Other

smaller retailers either operate from one location or solely online, harnessing the growing

popularity of online sales in Thailand.

International chocolate makers such as Godiva, Royce and Gallothai are seen expanding their

retail space and production capacities. Gallothai, a Belgian chocolate company is investing

THB 150 million (EUR 4.2 million) this year to expand its production facility in Chachoengsao

province and build a new factory in Myanmar, citing people’s lifestyles and consumption levels

as the main reason for the increase. Gallothai’s ‘Duc de Praslin’ premium segment chocolates

are found in nearly all major cities in Thailand.58

Thai tastes for sugar confectionery are varied. Key players for chewing gum in particular are

Lotte Group, Mars and Mondelez, while small producers are largely unable to compete.

57 https://damecacao.com/eat-chocolate-bangkok/ 58 Bangkok Post (2018). Gallothai seeks bigger bite of the chocolate market. https://www.bangkokpost.com/business/news/1548710/gallothai-

seeks-bigger-bite-of-chocolate-market

https://damecacao.com/eat-chocolate-bangkok/

https://www.bangkokpost.com/business/news/1548710/gallothai-seeks-bigger-bite-of-chocolate-market

https://www.bangkokpost.com/business/news/1548710/gallothai-seeks-bigger-bite-of-chocolate-market


However, while gum was the traditional item of choice to freshen breath previously, the last

couple of years have seen a rise in hard mint candy. Brands represented in major supermarkets

include Mentos, Halls, Fisherman’s Friend and Ricola. Additionally, local player Jele remains

popular with its jelly-based sweets due to innovative marketing tactics.

A recent survey showed taste was the most important thing for 78% of Thai consumers when

asked about their chocolate preferences. Expanding concerns about food quality, safety and

health consciousness should place Thailand well on the way to appreciate organic

confectionery items.59 However, organic confectionery items available in high-end supermarkets

remain limited.

There is pricing information available in the table below for some of the organic sweets available

in Thailand. Seemingly, organic confectionery is limited mostly to specialty online retail

channels. High-end supermarkets are known to stock one or two brands, but choices remain

limited. However, there is a noticeable trend of expansion in different size packaging, sugar-free

alternatives and healthier additions such as extra vitamin c and real fruit juice, for example from

Frappy (TH) and the Natural Confectionery Company (AUS).

Item (Confectionery) Organic Conventional


Brand NA Chocolate and Love Dark and Creamy

NA Lindt mild 70% Cocoa





NA NA


NA 53.23

59 Confectionery News (2016). APAC not a universal market: Asia’s multifaceted taste and texture preferences for chocolate.

https://www.confectionerynews.com/Article/2016/09/19/What-are-Asian-consumers-looking-for-in-chocolate-Kadence-research

https://www.confectionerynews.com/Article/2016/09/19/What-are-Asian-consumers-looking-for-in-chocolate-Kadence-research


Item (Confectionery) Organic Conventional


Brand NA NA Yoyo assorted Flavoured Gummy Jelly

Haribo Goldbears Fruit Flavour Gelatin Candy

Weight (grams) NA NA 80 g 80 grams

Price (Euro) NA NA 0.56 0.95

Unit Value (Euro / 100g) NA NA 0.70 1.19


NA NA 70


NA NA

Brand NA NA Frappy Pineapple Passionfruit Gummy Jelly (healthier choice)

The Natural Confectionery

Company Fruit Salad Soft Jellies

(healthier choice)

Weight (grams) NA NA 40 140

Price (euro) NA NA 1.54 2.58

Unit Value (Euro/100g) NA NA 3.85 1.84


NA NA 109.24

difference in % for organic vs conventional (Euro/100g)

NA NA

Table 8: Price Comparison between Organic and Non-Organic Confectionery Products


Organic confectionery offerings are mostly concentrated in premium segment supermarkets

such as Villa Market, Tops and Gourmet Market, but these generally do not stock many brands.

EU organic brands sold in Thailand include:

◼ Chocolate and Love is a premium, organic dark chocolate brand selectively sourcing

ingredients from Panama, Peru and the Dominican Republic. The company is based in the

UK, and has won over 29 Great Taste awards for its chocolate and stocks its chocolate in 40

countries.

◼ Zuegg is an Italian company offering a wide range of products derived from primary and

secondary fruit processing. In Thailand, the company sells some of the marmalade products

from its healthy line, such as the Zeugg Pear Extra Jam.


◼ Den Gamle Fabrik is a company selling traditional Danish jams under the brand Danish

Selection. The company is based in Taastrup, and its products are sold in Thailand too,

including raspberry and strawberry jams.


3.8 Organic Sauces, Dressings and Condiments


Sauces, dressings and condiments is a well-developed market in Thailand. Most supermarkets

and grocery outlets stock a wide range of locally-made and imported cooking sauces for

international dishes. With increasingly busy lifestyles, Thai consumers prefer food that is easily

prepared - and fast. However, this does not mean they want to sacrifice quality or healthiness;

a growing number of consumers opt for low-sodium and low-fat options, as well as brands that

have no monosodium glutamate (MSG) or preservatives added.

According to the Thai Board of Investment, local demand for food seasoning is quite high, with a

sales value of over US$ 1.1 billion (EUR 1 billion) in 2016. Sauces and condiments in particular

reached a revenue of US$ 349 million (EUR 311 million) in 2019.60 Soy sauce, fish sauce,

oyster sauce, curry pastes and soy bean pastes are widely available in supermarkets along with

selected international condiments such as pesto, tomato sauce, mustard and BBQ sauce.

Because of Thailand’s strength in the food processing sector, it is also a major exporter of

sauces and condiments. According to the latest available data, Thailand was the 6th largest

exporter of food seasonings in 2017, accounting for 5.3% of world exports.61 Exports mainly

went to the United States, Japan, the Philippines, Australia and the UK. Imports are mainly from

other ASEAN countries such as Singapore and Malaysia, as well as from major Asian markets

like Japan and China.

Key players in the sauces and condiments sector are Kraft (Heinz) and Nestlé (Maggi) and

Unilever (Knorr). Selected local players in Thai condiments are Pantainorasingh, Yan Wal Yun

(Healthy Boy brand), Tra Chang and Golden Mountain.

60 https://www.statista.com/outlook/40070000/126/sauces-condiments/thailand 61 Data retrieved from UN Comtrade

https://www.trademap.org/Country_SelProductCountry.aspx?nvpm=1%7c764%7c%7c%7c%7c2103%7c%7c%7c4%7c1%7c1%7c1%7c1%7c1%7c2%7c1%7c1

https://www.statista.com/outlook/40070000/126/sauces-condiments/thailand




Organic versions of sauces and condiments are less widely available. Happy Mate (previously

healthy mate) is the most ubiquitous brand available in supermarkets, which is an IFOAM

certified brand, produced by Sampran Food Co. Its products include organic honey, breakfast

foods (cereal bars), jams, nut pastes, Thai sauces and juices. Another company includes Chita

Organic Food, which produces organic curry pastes, soy bean pastes and chili sauces.

Its products are difficult to find in most supermarkets but can be bought in specialised stores.

The table below shows pricing information.

Item (Sauces, Dressings and Condiments)

Organic Conventional


Brand Healthy Mate Organic Balsamic Dressing

NA Pure Foods Balsamic Dressing

Praise Balsamic Salad Dressing


Price (Euro) 8.97 NA 3.62 3.33



15.84


NA

Brand Healthy Mate raw organic apple cider vinegar

Bragg Organic Apple Cider Vinegar

NA Heinz Apple Cider Vinegar

Weight (grams) 965 946 NA 473

Price (Euro) 12.89 13.31 NA 4.57

Unit Value (Euro / 100g) 1.34 1.41 NA 0.97


4.96


Brand Lum Organic Green Curry Paste

NA Nam Jai Green Curry Paste

Tesco Green Curry Paste


Price (Euro) 2.33 NA 0.56 0.98



NA 75


246.43 NA

Table 9: Price Comparison between Organic & Non-Organic Sauces, Dressings & Condiments



Market research has not shown any large European organic sauces and condiment makers.

Large non-organic players such as Kraft with its Heinz brand do offer one or two organic

variations of its products. Examples of EU companies that sell traditional dressing in Thailand

inlclude:

◼ Bertolli is a an internationally renowned brand of Italian food products. Although the

company is mostly known for its olive oil, Bertolli also produces dressings such as balsamic

vinegar, which in Thailand can be bought at Tops supermarkets.

◼ Upfield is a Dutch company selling multiple brands of margarine and other food spreads.

In Thailand, the company sells its margarine spread under the Flora brand, which can be

found at Big C supermarkets.


3.9 Organic Oils and Fats


The cooking oils sector in Thailand can be considered a well-developed market. Health

consciousness is reducing the consumption of oil, but Thai consumers do consider limited

consumption of fat as part of a healthy diet. The most popular cooking oil is soybean oil as it is

generally considered healthier than other oils, followed by olive oil and sesame oil.62

It is therefore unsurprising that popularity, healthiness and reasonable pricing are the three

main concerns of Thai consumers when buying oils according to a recent survey. Edible and

cooking oils are generally found in supermarkets with customers generally willing to pay

between THB 51 – 100 (EUR 1.4 – 2.8) for a 1 litre bottle.63

The dominant player in olive oil is Bertolli, a company having success educating customers

about health benefits of olive oil over social media channels, as olive oils are used less than

soybean or sunflower oils. Other players include Monini, Sabroso and Filippo Berio.

Local players in lower-end oils such as palm, corn or sunflower based oils are Lam Soon

(Thailand) under its Jade brand and Morakot, Kuk and Agnoon. The latter three tend to be the

most well-known brands among Thai consumers. Lam Soon also offers higher end oils such as

rice bran, canola, olive and coconut oil under its Natural brand. Canola oil only enjoys limited

awareness among Thai shoppers.

Thailand is the third largest producer of palm oil in ASEAN countries, preceded by Indonesia

and Malaysia. The country has had shortages of palm oil in the past, but continues to restrict

imports to protect the domestic industry. Because the sector is largely made up of small-scale

62 https://www.slideshare.net/dimvn/cooking-oil-usage-in-thailand 63 Thailand Cooking Oil Market (2016). https://www.slideshare.net/WS-Thailand-Market-Research/thailand-cooking-oil-market-research-report-

20141114

https://www.slideshare.net/dimvn/cooking-oil-usage-in-thailand

https://www.slideshare.net/WS-Thailand-Market-Research/thailand-cooking-oil-market-research-report-20141114

https://www.slideshare.net/WS-Thailand-Market-Research/thailand-cooking-oil-market-research-report-20141114


farmers, cost of production is higher and the country struggles to compete with Indonesia and

Malaysia.64

Aside from being a relatively large producer of palm oil, data from the International Trade

Centre reveal that Thailand’s imports of edible oils currently account for 0.3% of world imports,

making it the 53rd largest importer globally. Main exporters are Indonesia and Malaysia, with

Spain and Italy as the largest European suppliers.

Organic oils are set to become more popular over the coming years. Popular organic oils and

fats include coconut oil and olive oil in Thailand. Organic sesame oil and sunflower oil generally

only have one or two brands in store. Organic oil brands stocked in larger supermarkets are

Naturel, Agrilife and Paradise. The following table shows some pricing information for selected

organic oils and fats sold in Thailand.

Item (Oils and Fats) Organic Conventional


Brand Healthy Mate Organic Sunflower Oil

Morakot Sunflower Oil





538.10


Brand NA Zakynthos Organic Extra Virgin Olive Oil

NA Monini Extra Virgin Olive Oil





NA NA NA NA

64 Asean News (2019) Thailand Firm on Protecting the Palm Oil Sector. http://www.aseannews.net/thailand-firm-protecting-palm-oil-sector/

http://www.aseannews.net/thailand-firm-protecting-palm-oil-sector/


Item (Oils and Fats) Organic Conventional



NA 71.17 NA

Brand Agrilife organic extra virgin coconut oil

Urban Organic Extra Virgin Coconut Oil, Cold Pressed

Manture extra virgin coconut oil

NA

Weight (grams) 225 300 1000 NA

Price (Euro) 5.17 8.80 16.34 NA

Unit Value (Euro / 100g) 2.30 2.93 1.63 NA


27.39

NA NA


41.10 NA

NA

Brand Naruebordin Coconut Cooking Oil

Roi Thai Coconut Cooking Oil

Weight (grams) 1000

1000

Price (Euro) 15.36

3.21

Unit Value (Euro / 100g) 1.53

0.32


NA NA NA NA


378.50

Table 10: Price Comparison between Organic and Non-Organic Oil and Fats


Organic coconut oil brands are generally domestic or US or Australian based. European organic

brands are generally small and usually concern olive oil. Oils available in specialist organic

online channels are olive oil, coconut oil, avocado oil and sesame oil. European brands sold in

the market include:

◼ Zakynthos Organic Olive oil is made by the Zante cooperatives union in Greece under

protected origins. The olive oil is available online through organic health food stores’ retail

channels.


◼ Romulo extra virgin organic olive oil is produced by Grup Pons, a Spanish family owned

company. This product is only available online.

◼ Bertolli is a brand of Italian food products. Originating as a brand of extra-virgin olive oil, of

which it has become one of the global market leaders. In Thailand its products can be found

at Tops supermarkets, such as its Classic, Extra Virgin, and Extra Light olive oil.


3.10 Organic Ingredients


Thailand has a well-developed food processing sector with over 9,000 companies active in the

country. The industry is made up of mostly small firms and cottage industries, with medium-to-

large enterprises accounting for 15% of the sector. The ten largest companies contribute around

one-third of total sales.

Thailand also has a large supply of raw resources such as cassava, sugar, rice and palm oil

and is one of the world’s leading agricultural suppliers. Thailand is one of the world’s largest

producers of cassava products, which can be applied to products such as bread, frozen foods

and confectionery.

The Thai food processing sector demands a variety of food ingredients, including fruits,

vegetables, shrimp, rice, grains, sugar, and tapioca. Through government investment in R&D

and food-manufacturing the country is aiming to move to high-value added food products, such

as artificial sweeteners, functional foods, medical foods and processed organic foods.65

Most food processors are small to medium size and produce high value products for domestic

and export markets. Local companies include Charoen Pokphand Foods (CPF), Thai Union

Group and Kingfishers. Next to these several international companies have a presence,

including Dole, Unilever, Nestlé, Ajinomoto and Mondelez.

With increasing globalisation and urbanisation and customers willing to try a larger variety of

cuisines, Thai food processing companies will be looking to import large amounts of food

ingredients that are not available locally, especially higher value and technology based

ingredients.

65 https://oxfordbusinessgroup.com/analysis/taste-innovation-thailand-40-prioritises-development-food-manufacturing

https://oxfordbusinessgroup.com/analysis/taste-innovation-thailand-40-prioritises-development-food-manufacturing


Furthermore, compounded by growing health consciousness among consumers, organic food

ingredient companies will likely find a receptive market for food ingredients. While the majority of

organic products in Thailand are still basic commodities such as rice and vegetables, there are

already some local organic food processers active in the market, such as South East Asia

Organic (http://www.sea-organic.com/), which produces organic maltodextrin, glucose powder,

tapioca starch, cane sugar and organic sweetener syrup. Another example is Merit Food

Products, a leading manufacturer and exporter of high quality, organic canned coconut products.

Thailand has a long history of using herbal and traditional products for health purposes.

Especially women are showing interest in products specifically geared towards menopause,

menstrual health and pregnancy. Erawadee is one of the largest producers of organic Thai

traditional medicine products in the country.

Bakeries and bakery processors usually source domestically and import specialty ingredients

such as mixed flours and pure creamery butter. High grade organic wheat-flour and mixes,

yeast, additives and flavours and aromas would be well-placed to serve the premium bakery

sector in Thailand.

The organic ingredient sector is still small in Thailand. Some European companies present in

the sector include:

◼ Onoff Spices is a Dutch company sourcing organic Thai ingredients to make natural and

organic Thai Soups, curry pastes and sauces for the European market.

◼ Natur Compagnie is a German company that specialises in healthy food ingredients.

In Thailand the company sells its vegetable broth, which obtained EU organic certification.

◼ DO-IT is a Dutch importer and exporter of organic ingredients and consumer goods.

The company has strong partnerships in Thailand and operates agricultural projects in the

area.

http://www.sea-organic.com/


3.11 Organic Beer, Wine and Spirits


Organic Beer

Thailand is the second largest beer market in the region. Analysts project that revenues in the

country’s beer segment will amount to US$ 8 billion (EUR 7.1 billion) in 2019 and is expected to

grow annually by 4.5% from 2019 to 2023. At present, the average volume of beer consumption

per person in Thailand amounts to 33.8 litres, while the average price of popular local beer

brands ranges from THB 45 (EUR 1.3) to THB 120 (EUR 3.4).

Growth in beer consumption in Thailand was muted due to the year-long mourning-period for

the late king with fewer people dining out and celebrating. However, the market is expected to

recover with large breweries relaunching its premium brands to take advantage of the growing

premium beer segment in the country. In 2017, Thai Beverage relaunched its German-inspired

Federbräu beer to further penetrate the Thai premium beer market. It is worth noting that beer

of German origin is very popular in Thailand and is the most preferred when it comes to

imported beers. According to a survey by DI-Marketing in 2015, the key reasons for choosing

beer brands among local consumers are flavour and price.

Beer is very popular in Thailand and it is considered as an important consumer product in the

country. Thailand’s brewing industry is characterised by the dominance of three breweries

namely Boon Rawd Brewery, Thai Beverage and Thai Asia Pacific Brewery. Key brands that

are available in Thailand are Singha, Heineken, Leo, Chang, Asahi, Tiger, Carlsberg,

Hoegaarden, Beer Lao, Sapporo Beer, Guinness, Suntory, and Weihenstephan.


Figure 14: Brewski at Radisson Blu Plaza, Bangkok

Source: doseoflife.com

The demand for craft beer is also growing in Thailand where there is a lack of variety in beers

as a result of the dominance of large producers that control around 90% of the country’s

domestic beer market. Thailand imposes high entry barriers for local brewing companies that

plan to produce in the country. As a result, local microbreweries establish plants outside of

Thailand then import the beer back to the country to be able to sell legally. Imported craft beers

are typically served in restaurants and bars. Online stores specialising in craft beers also have

presence in the country. The imported craft beers in the country mainly comes from Belgium,

Germany, Australia, Canada and the U.S.

Although imported beers are popular in Thailand, the government imposes high import duties

for foreign beers. In addition, all imported beers must bear an import sticker on their bottle caps.

This resulted in foreign breweries entering into partnership agreement with Thai breweries.

In 2012, Danish brewer Carlsberg and Thai peer Boon Rawd formed a joint venture which will

oversee the marketing, sales and distribution of Carlsberg’s international beer brands in

Thailand.

Beers are distributed mainly through agents throughout the country and to modern trade

markets and supermarkets such as Macro, Lotus and Carrefour. In Thailand the Thai Health

Promotion Foundation, organised by the government, has the role to control alcohol


consumption in the country by limiting the advertisement of alcohol products and prohibiting its

sales promotion.

Organic Wine

Wine is a nascent product category in Thailand, but it is growing due to the demand of tourists

in the country as well as the increasing consumer awareness of locals for wine products.

According to data from the International Trade Centre, the overall imported wine value

increased by more than 40%, amounting to approximately US$ 72 million (EUR 64 million) in

2018. Wine from France dominates the imported wine market in the country with about 40%

percent market share.

Wine is considered as an important aspect of luxury lifestyle among local and foreign visitors.

It is also gaining popularity among young Thai executives. In addition, millennials are also

expected to drive the growth in wine consumption with their increasing awareness and

appreciation for wine. Wine consumption in the country is still considered low representing only

3% of the overall alcohol consumption. However, it is interesting to note that wine market share

is increasing per year. Researchers predict that Thailand’s wine market is set to grow to

approximately 9% in 2020.

As Thai consumers become more familiar with wine, companies and restaurants that offer

organic and biodynamic wines have started to open in the country. Other wine retailers such as

Wine Connection and Go Naturalista have also launched online portals to offer natural and

organic wines via e-commerce.

In 2012, Thai luxury boutique resort Kirimaya Khao Yai launched organic wines, Rigoleto 2007

and Melacce 2010, which were created exclusively by the Castello Colle Massari Winery, Italy’s

largest and most awarded organic winery. Through this partnership, guests and visitors at

Kirimaya can taste organic Italian wines.

Off-trade channels for wine in Thailand are supermarkets and hypermarkets which offer wine at

lower prices. Meanwhile, premium wines are distributed via specialised wine outlets, online


shops, and upper -tier hotels and restaurants. On-trade premise sales of wines in the country

are through full-service restaurants and bars or pubs.

Organic Spirits

According to a survey by the International Wine and Spirit Research (IWSR), Thailand’s first

white spirit brand Ruang Khao, produced by Thai Beverage, was ranked No. 1 in Thailand and

No. 2 worldwide in terms of sales volume. It also won a Double Gold Medal at the prestigious

San Francisco World Spirits Competition (SFWSC) in 2018.

Local spirit brands such as Ruang Khao and Hong Tong, both owned by Thai Beverage,

dominate the spirits markets in Thailand. It is also interesting to note the increasing popularity of

ready-to-drink spirits such as ready-to-drink wine coolers and ready-to-drink vodka in Thailand,

which is considered a new category of spirits that caters to the new generation of consumers

who seek ready-to-drink alcoholic beverages.

There are also boutique organic rum distilleries in Thailand like Chalong Bay Rum and Issan

Rum that were started and managed by Frenchmen. These distilleries offer tours wherein

travellers can go behind-the-scenes to learn about the process of how these distilleries produce

their rum.

Figure 15: Chalong Bay Rums

Source: bootleggerstrading.com


In 2018, the value of spirits imported by Thailand was approximately EUR 228 million. The main

countries from which Thailand imported spirits in 2018 and their respective market shares were as

follows: United Kingdom (47.6%), France (27.8%), China (3.9%), and the United States (7.8%).

The following table contains pricing information for some organic wines, beers and spirits sold in

Thailand:

Item (Beer, Wines and Spirits) Organic Conventional


Brand NA Schneider & Sohn GmbH Hefeweizen Organic Wheat Beer

NA Erdinger Weissbier Dunkel Wheat Beer





NA NA


NA 12.82

Brand NA Kerne Craft Cider Dry (Organic)

NA Maeloc Dry Cider





NA


NA (29.17)

Brand NA Jean Foillard Organic Red NA Tenuta Di Ceppaiano Chianti – Tuscany





NA NA


NA 343.04

Brand Chalong Bay Rum

NA Bacardi Superior Rum

Weight (grams) 330 700 NA 750

Price (Euro) 12.33 22.14 NA 26.69

Unit Value (Euro / 100g) 3.74 1.14 NA 3.56

Price difference in % for NA NA NA NA


Item (Beer, Wines and Spirits) Organic Conventional


domestic vs imported (Euro/100g)


NA NA NA NA

Table 11: Price Comparison between Organic Beer, Wine and Spirits


Some European companies that are already engaged in marketing organic alcoholic beverages

in Thailand include:

◼ G. Schneider & Sohn: G. Schneider & Sohn is a German company that brews a golden

yellow hued, organic wheat beer certified by Naturland Organic. It is distributed by

AmberSpot, a craft beer importer in Thailand.

◼ Château Respide-Medeville is a French producer of organic wine. Château Respide-

Medeville exports its products to various countries outside Europe, including Thailand,

where its wines can be bought at Fin Wine, a distributor for artisanal and handcrafted wines

from small boutique wineries around the world.

◼ Castello di Volpaia: Castello di Volpaia is an Italian company owned by the Stianti

Mascheroni family. Volpaia is committed to organic farming practices in all of its estate

vineyards and complies with all of the organic viticulture legislation in the production of its

wines. In Thailand, Volpaia wines are distributed by Fin Wine.


3.12 Organic Juice


The market value of Thailand’s ready-to-drink fruit and vegetable juices amounted to

US$ 389 million (EUR 346.5 million) in 2017 according to a report by the U.S. Department of

Agriculture. The report stated that the highest growth was in the 100 percent fruit juice segment and

the average annual consumption of ready-to-drink fruit juice in the country is 4 litres per capita.

In Thailand, orange is the most popular flavour of fruit juice followed by apple, guava, grape, tomato

and pineapple. Key players in the local juice market are Tipco, Malee, Unif and Doi Kham.

Thai consumers have regarded fruit juice as the healthier option compared to carbonated soft

drinks. However, due to recent scientific studies claiming that commercial fruit juice products

contain as much sugar as soft drinks or even more, local consumers are starting to change their

perception on mass-market fruit juices and are now searching for healthier alternatives.

Furthermore, the non-100 percent fruit juice market in the country was affected by the 2017

sugar tax hike implemented by the government, which consisted of ad valorem tax and a tariff

for drinks with a sugar content of 6 grams and above per 100 millilitres.

There is a growing trend of health awareness in Thailand backed by the rising internet usage

and its growing exposure to international health trends. “Juice detox” has become popular in the

country, and as such has contributed to the rise of trendy fresh-pressed juice bars, in some of

which organic juice products are offered.


Figure 16: Freshly Squeezed Juice by Veggiology Lab

Source: lifestyleasia.com

The high-end fruit juice segment in Thailand is highly fragmented and composed of thousands

of individual stalls squeezing juice on the spot for consumers, in addition to mid-sized players

like Make it Happen and Fresher. According to juice producer Tipco Foods Thailand, premium

juice has about 30% share in the country’s juice market valued at THB 14 billion

(EUR 391 million).

In 2017, US-based Jamba Juice opened its first store in Thailand partnering with local company

King of Juices and plans to open 30 more stores in the country over the next 10 years. Jamba

Juice Thailand offers global favourites like fresh blended smoothies and juice to the local

market. In addition, it also offers flavours like mango, pineapple and watermelon that appeals to

the local taste.

The key distribution channels of organic juices are major chain supermarket retailers and

independent organic specialty stores. Many of these stores also offer online shopping and

delivery services.


The following table contains some pricing information for selected organic juices sold in

Thailand.

Item (Juice) Organic Conventional


Brand NA Lakewood Organic Prune Juice

NA Sunsweet Prune Juice



Unit Value (Euro / 100g) NA 0.71 NA 0..59


NA NA


NA 20.10

Brand NA Whole Grow 100% Organic Carrot Juice

Unif Carrot Juice

NA

Weight (grams) NA 720 1,000 NA

Price (Euro) NA 5.02 1.93 NA

Unit Value (Euro / 100g) NA 0.70 0.19 NA


NA NA NA NA


NA NA

Brand NA Ceres Organics 100% Peach Juice

NA Harvey Fresh Orange Juice



Unit Value (Euro / 100g) NA 0.30 NA 0..27


NA NA


NA 11.58

Table 12: Price Comparison between Organic Juices


Market research has not identified any large European juice makers.


3.13 Organic Tea, Coffee and Cocoa


Thailand’s tea segment revenue is projected to be over US$ 1 billion (EUR 0.89 billion) in 2019

according to database company Statista. At present, tea selection in the country varies from

oolong to black and herbal varieties. However, the most popular tea in the country is called Thai

iced tea or cha-yen which is a strong red tea that is combined with condensed milk, sugar and

crushed ice. Ready-to-drink bottled teas are also popular in Thailand wherein Ichitan and Oishi

dominates the local market with a combined market share of around 90%.66

Figure 17: Local Thai Iced Tea

Source: chowhound.com

66 https://asia.nikkei.com/Companies/Ichitan-Group-Public-Co.-Ltd and https://www.bangkokpost.com/business/news/1595410/oishi-to-defend-

market-lead

https://asia.nikkei.com/Companies/Ichitan-Group-Public-Co.-Ltd

https://www.bangkokpost.com/business/news/1595410/oishi-to-defend-market-lead

https://www.bangkokpost.com/business/news/1595410/oishi-to-defend-market-lead


Local Thai farmers have gone intro producing organic tea in the country due to the

government’s efforts in educating them on the benefits of organic farming. The demand for

organic teas is expected to grow, in particular for organic fruit or herbal tea infusions. Intage

Thailand reports that green tea is highly popular in the country, as it is considered a healthy

alternative to colas.67

Thailand has a burgeoning coffee scene marked by over 3,000 coffee shops, making it the largest

coffee shop market in South East Asia. There is also an emergence of trendy third wave coffee

shops usually founded by young Thais as consumers become more aware of the different types

of coffee and how it is prepared. Given the strong coffee culture in Thailand, it is expected that

premium organic fresh coffee will see the fastest growth in the organic beverage category.

Black coffee has become very popular in Thailand that 1 in 5 Thai consumers now drink black

coffee. In 2018, Nescafe launched the brand Nescafe Americano, The New Black that aims to

target the new generation of coffee drinkers in Thailand. This has low calories for the younger

consumers who seek healthier coffee options.

Milo, produced by Nestle, is the most popular chocolate drink in Thailand. It is sold in restaurants,

cafes and food stalls across the country either cold or hot. In 2019, Nestle launched the new “Milo

UHT no sucrose” chocolate malt read-to-drink product in Thailand as a response to the

government’s health policy that encourages Thais to consume less sugar in their drinks. With this

product, Nestle aims to attract mothers seeking healthier alternative drinks for their children.

It is also worth mentioning the growing trend in artisan chocolate drinks that are being served by

trendy cafes and restaurants in the country. Some of these cafes use premium chocolate

imported from France, Belgium or Switzerland.

The following table contains some pricing information for selected organic tea and coffee

products sold in Thailand.

67 http://www.nationmultimedia.com/business/Green-tea-reigns-in-Thailands-beverage-market-30260298.html

http://www.nationmultimedia.com/business/Green-tea-reigns-in-Thailands-beverage-market-30260298.html


Item (Tea, Coffee and Cocoa) Organic Conventional


Brand NA Clippers Organic English Breakfast Tea

NA Twining’s English Breakfast Tea





NA NA


NA 100.00

Brand NA Cafedirect Decaf Organic Instant Coffee

NA Cafedirect Fairtrade Medium Roast Fresh Ground Coffee





NA NA


NA 20.35

Table 13: Price Comparison between Organic and Non-Organic Tea, Coffee and Cocoa Products


Some European companies with products readily available in the market include:

◼ Clipper Teas: Clipper is an organic tea company based in Dorset, U.K. founded in 1984.

In 1994, it was one of the first companies in the UK to receive the Fairtrade Mark.

In Thailand, Clipper Teas are available in supermarkets.

◼ Malongo is a family firm from the rural area of Nice, France, producing organic coffee since

1934. Malongo has opened an office in Thailand, and it is currently looking for new partners

to further expand in the country.

◼ Café Direct: Founded in 1991, Café Direct is a U.K. company that offers organic coffee, hot

chocolate and tea. It invests 50% of its profits into Producers Direct, a UK charity that works

directly with farmers to improve sustainability in the coffee growing. Café Direct can be

purchased in supermarkets in Thailand.


3.14 Organic Fruits and Vegetables


Thailand is South East Asia’s food producing hub supplying produce to the domestic and

international markets. It is a major exporter of fruits and vegetables to markets like Vietnam,

China, Hong Kong, Japan and the United States. According to data by ITC Trade Map, Thailand

exported around US$ 3.9 billion (EUR 3.5 billion) of fruits and vegetables in 2018. In terms of

imports, major suppliers of fruits and vegetables to Thailand are China, Vietnam, the United

States, Indonesia, Cambodia, and Laos. Thailand’s import value of fruits and vegetables in

2018 stood at US$ 1.7 billion (EUR 1.5 billion).

There is an increasing health awareness among Thais backed by the government’s efforts to

curb the rising obesity in the country. This growing health awareness has resulted in a

significant portion of consumers eating more fruits and vegetables. According to a research by

Mintel, a third of the Thais living in the city thinks that products with natural attributes

(e.g. organic, naturally sourced) are worth a premium price.

High end supermarkets are the main sales channels of organic products followed by specialised

health food supermarkets (e.g. Lemon Farm) and small independent health shops. A lot of

health shops in Thailand have closed down as mainstream supermarkets started carrying

organic products. There are also online stores (e.g. OrgBox Thailand) that offers organic fruits

and vegetables on a subscription basis wherein the buyer can opt for the produce to be

delivered weekly.


Figure 18: Organic Bananas from OrgBox Thailand

Source: OrgBox.com

While Thailand produces organic fruits and vegetables, there are persisting issues such as the

lack of regular and reliable supplies as well as lack of varieties that have prompted

supermarkets to import organic produce. Imported conventional vegetables, mostly from China,

are starting to get larger shelf space in supermarkets. However, there is also the growing

demand from consumers for imported vegetables from sources other than China.

In 2008, organic produce became one of Thailand’s national agendas when the government

appointed a national-level committee comprising concerned agencies, namely the National

Economic and Social and Development Board (NESDB), the Ministry of Commerce (MOC),

the Ministry of Agriculture and Cooperatives, and the Ministry of Sciences and Technology.

This high-level committee set targets on developing organic knowledge and innovation as well

as promoting commercially viable organic produce.

The Organic Agriculture Certification Thailand (ACT) is an independent certification body

established in 1995 at the initiative of sustainable agriculture advocates led by the Alternative

Agriculture Network (AAN), NGOs, academics, consumer organisations, media representatives,

and eco-friendly shops. It has attained accreditation and recognition as a certification body

under the following programmes and regulations:

◼ IFOAM Accreditation Program from International Organic Accreditation Service (IOAS) since

2001


◼ Thailand’s National Bureau of Agricultural Commodity and Food Standards (AFCS) since

2005

◼ ISO/IEC 17065 IOAS since 2016, and its predecessor, ISO Guide 65, from 2005 to 2016,

from IOAS

◼ Canadian Organic Regime (COR) from the Canadian Food Inspection Agency (CFIA) since

2009

◼ EU’s Regulation (EC) No. 1235/2008 (Article 10) since 2011

◼ Switzerland’s Organic Farming Ordinance (SR 910.18) (Article 23a) from the Federal Office

for Agriculture since 2012

Furthermore, Thailand’s Ministry of Agriculture and Cooperatives, together with private food and

hospitality enterprises such as Lemon Farm have teamed with the Asian Development Bank

(ADB) and the Thai Organic Agriculture Foundation to develop a peer-to-peer system for

farmers to test and certify each other’s produce. The programme, which has been underway

since 2012, is supported by the Swedish International Development Cooperation Agency,

the Nordic Development Fund, and by financing partners under the Water Financing

Partnership Facility.

As incomes rise across Mekong countries like Thailand, so too does demand for organic food.

Office workers in key cities like Bangkok do not have time to cook their own meals using healthy

ingredients. However, they are aware of the health risks associated with agricultural chemicals

and thus are showing more interest in buying organic food.

It has been observed that the organic trend is being well-recognised in Thailand as the less

affluent consumers are also buying organic products. They will purchase products during

promotions or pay a cheaper price for organic produce that may not have a nice appearance.68

68 https://www.foodnavigator-asia.com/Article/2018/08/08/More-demand-for-organic-products-in-Thailand-and-Cambodia-but-production-costs-

remain-high

https://www.foodnavigator-asia.com/Article/2018/08/08/More-demand-for-organic-products-in-Thailand-and-Cambodia-but-production-costs-remain-high

https://www.foodnavigator-asia.com/Article/2018/08/08/More-demand-for-organic-products-in-Thailand-and-Cambodia-but-production-costs-remain-high


The following table contains some pricing information for selected organic fruits and vegetables

sold in Thailand.

Item (Fruit and Vegetables) Organic Conventional


Brand Fresh Cherry Tomato

NA D.A.T.T Cherry Tomato

NA


Price (Euro) 0.98 NA 1.26 NA



NA NA NA NA


(2.78) NA NA NA

Brand Fresh Mate Organic Long Cucumber

NA Tesco Large Cucumber

NA





187.24 NA


NA

Table 14: Price Comparison between Organic and Non-Organic Fruits and Vegetables


No large EU company offering organic vegetable and fruit products has been identified through

market research. Some examples of EU companies selling traditional vegetables include:

◼ Tramier is a French company from Marseille that offers olive oils, mustard oil, and spices.

In Thailand, Eurofood, a retailer specialising in European food products, sells Tremier’s

products including pitted and whole green olives.

◼ Fiamma Vesuviana is an Italian company from Naples that provides packaged food products

such as tomatoes, pickles, vegetables, and appetizers. Fiamma Vesuviana’s canned

vegetables can be bought in Thailand at Tops supermarkets, Big C, and Villa Market.


3.15 Organic Meat / Meat Products


Thailand is emerging as a destination for imported meat influenced by the country’s economic

growth and rising tourist population. Poultry is the most popular type of meat eaten in the

country followed by pork and beef, while meats such as lamb and mutton are not eaten quite as

much. Restaurants, cafes and hotels serve different types of imported meat and cuts mainly

from Australia and New Zealand.

According to data from ITC Trade Map, Thailand imported meat products valued at

US$ 134.9 million (EUR 120 million) in 2018. The main countries from which Thailand imported

meat in 2018 and their respective market shares were as follows: Australia (38.7%), New

Zealand (16.7%), Japan (9.7%), and Germany (7.8%).

There is a lot of available online information as to where organic meat can be bought in

Thailand as it is widely discussed in social media and blogs. There is also a range of online

shops wherein consumers can purchase organic produce such as meat. This trend is expected

to enable local consumers to access a wider range of imported meat. Moreover, online meat

stores usually include a description and origin of its meat products, helping to create product

and brand awareness for its clients.

Food delivery platforms and services in the country are also flourishing, giving urban Thais and

tourists easy access to fresh, high-quality and gourmet meal options, which include western fare

such as steaks. The food delivery market in Thailand is estimated to be valued at

US$ 800 million (EUR 712.5 million).


Figure 19: Lemon Farm

Source: OrgBox.com

Organic meats in the country are sold at specialised organic supermarkets and stores, such as

Lemon Farm, Foodland, and Aw Taw Kaw, as well as farmers’ markets. Some local restaurants

in the country have also started to serve organic meat, although it is more expensive than the

non-organic kind.

Item (Meat) Organic Conventional


Brand NA Paleo Robbie Ground Rib Eye

NA Food Dairy Australian Ground Beef

Weight (grams) NA 500 NA 1,000




NA

NA


NA 85.47

Brand NA Ovation Lamb Rack NA Gourmet Market

Australian Lamb Rack





NA

NA


NA (39.04)

Brand Paleo Robbie Free Range Chicken Breast

NA Tesco Chicken Breast

NA


Item (Meat) Organic Conventional






NA

NA


355.81 NA

Brand NA Paleo Robbie Wellington Prime Striploin

NA Food Dairy Greater Omaha Striploin





NA

NA


NA (71.84) NA

Table 15: Price Comparison between Organic and Non-Organic Meat / Meat Products


No EU company specialising in organic meat products with presence in Thailand has been

identified through desk research. However, examples of EU companies selling traditional meat

products include:

◼ Espuña is a Spanish company from Girona specialising in the production of traditional

Spanish meat products such as embutidos and chorizos. The company exports its products

in North and South America, Africa, and Asia, including Japan, China, and Thailand.

◼ Maison Feyel is a company from France with two centuries of experience in meat products.

The company’s flagship product is its foie gras which is sold in various versions such as

fresh, semi-cooked, preserved, and frozen. The company’s products can be bought in

Thailand at Gourmet Market.


3.16 Organic Seafood / Seafood Products


Thailand has a well-developed seafood industry and it is one of the top exporters of seafood

products globally. It exports close to US$ 6 billion (EUR 5.3 billion) of seafood annually with

canned tuna, processed shrimp, processed squid/cuttlefish, and canned sardines as its main

export products.69 Top export markets of Thailand are Japan, the United States, Australia and

Canada.

Thai Union is the largest canned seafood producer in Thailand, and it has actively acquired

canned tuna companies in the United States and EU. Brands under Thai Union include Chicken

of the Sea, Genova, Petit Navire, John West, Mareblu and Rugen Fisch.

Thailand’s domestic demand for fishery products is also increasingly backed by the growing

middle-class and high-income population, in addition to the country’s booming tourist industry.

There are about 230,000 restaurants in the country, and while fast-food chains typically serve

chicken, pork and beef, full-service chains, restaurants and hotels serve imported seafood.

Popular imported seafood in the country are salmon, mackerel, cod, halibut, lobster, Alaskan

King crab, scallops, oysters and mussels.

Figure 20: Seafood from Norway

Source: destinationthailandnews.com

69 https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Seafood%20Report_Bangkok_Thailand_5-8-2018.pdf

https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Seafood%20Report_Bangkok_Thailand_5-8-2018.pdf


It is worth mentioning that the demand for Norwegian seafood, especially salmon, has been

increasing in the country. At present, Norwegian salmon represents over 90% of all the fresh

salmon in Thailand which is also the largest market for Norwegian salmon in South East Asia.

In 2017, Thailand imported around THB 7 billion (EUR 196 million) worth of Norwegian seafood.

The Norwegian Seafood Council also partnered with retailer Thammachart Seafood Retail Co

Ltd to introduce the “Seafood from Norway” logo that aims to develop the market for Norwegian

seafood in Thailand.

Thailand’s imports of seafood amounted to over US$ 3 billion (EUR 2.7 billion) in 2018

according to ITC Trade Map. The main countries from which Thailand imported meat in 2018

and their respective market shares were as follows: India (9.5%), China (8.7%), Taiwan (9.7%),

and Vietnam (7.3%).

Local and imported seafood products can be typically bought at modern trade supermarkets

and superstores that cater to medium to high-end local consumers and expatriates. On the

other hand, traditional fresh markets only sell local fish and seafood products.

There have been issues in Thailand’s fishery production, including the Early Mortality Syndrome

(EMS), which affected the country’s cultured shrimp production in 2013 and decreased the

shrimp supply by 50%. Although progress has been made to address this outbreak, Thai shrimp

production has yet to fully recover. Furthermore, the country’s fishing sector has been plagued

by human trafficking issues as well as illegal, unregulated and unreported fishing (IUU). In April

2016, the EU, imposed a yellow card to Thailand to serve as warning that it will ban Thai

seafood exports to the EU on the grounds of illegal fishing and human trafficking. The yellow

card was lifted in 2019 after measures were implemented to combat illegal fishing in the

country, however concerns over IUU and human trafficking in the country still persists.

Thai global agriculture company Charoen Pokphand Foods (CPF) and Costco established the

Seafood Task Force which is a public-private coalition of seafood processors, feed

manufacturers, retail and foodservice buyers, government representatives and NGOs to

address human rights and illegal fishing in the seafood supply chain. One of the organisation’s


goals is to drive measurable social and environmental change in the Thai seafood industry

through greater supply chain accountability, verification and transparency. Its emphasis is on

farmed shrimp, tuna and other seafood products exported to the United States and the EU.

Thailand presents opportunities for imported seafood products due to increasing shortages of

domestic raw materials that serve the export-oriented seafood producers in the country.

Cannery processors in Thailand are now sourcing products like tuna, sardine, mackerel, squid,

and salmon abroad. Furthermore, being a major producer of surimi, the industry has high

demand for Alaska pollock.

There is also a high demand for imported seafood products in the retail sector due to a shortage

of local supply partnered with higher incomes of the local population. There is an increasing

awareness among consumers about the imported products that they buy in supermarkets.

Supermarkets usually display high value fishery products on ice trays with signs that indicates

the name of the seafood product and its country of origin.

A growing number of local consumers prefer fresh and formalin-free seafood, however, there is

still lacking public awareness on its traceability and how it was caught. As a response to this,

there have been a few local groups and social enterprises such as the Pla Organic which

promotes responsible fishing in provinces of Phang Nga, Krabi, Songkla, Petchaburi, Satun,

Patalung and Pattani. All seafood products from Pla Organic are certified chemical-free by the

Organic Agriculture in Thailand and labelled with a barcode that tracks where the food is originally

from. Pla Organic also supplies a number of restaurants. Another social enterprise that promotes

ethical fishing is Khon Talay, which buys responsibly caught seafood from local fisherman that are

tracked with GPS to ensure they are not out of their designated fishing zones.

An example of organic seafood farming in Thailand is the Sureerath Prawn Farm, which

pioneered organic shrimp farming in the country. In 2009, the company was granted certification

by Naturaland, the German cooperative of organic farmers. Most of the shrimp output of

Sureerath Farm is for the export markets including Germany. The company mentioned that it

has stopped selling the product to supermarkets domestically due to its premium price.


Imported seafood is also being prevalent in restaurants in the country. For example, The Oyster

Bar Bangkok only serves imported oysters due to the water pollution concerns that the local

oyster farms are experiencing. Japanese restaurants in the country are also growth areas for

imported salmon because of its popularity among consumers. Grilled salmon is a favourite

among Thais in addition to salmon sushi and sashimi.

The following table contains some pricing information for selected seafood / seafood products

sold in Thailand.

Item (Seafood / Seafood Products) Organic Conventional


Brand Big C Blue Crab NA NA Stone Harbor Crab Meat

Weight (grams) 1,000 NA NA 454

Price (Euro) 1.91 NA NA 24.95

Unit Value (Euro / 100g) 0.19 NA NA 5.50

Price difference in % for domestic vs imported (Euro/100g) NA NA NA NA

Price difference in % for organic vs conventional (Euro/100g) NA NA NA NA

Table 16: Price Comparison between Organic and Non-Organic Seafood / Seafood Products


Desk research has not identified any EU company specialising in organic seafood products with

presence in Thailand. However, examples of EU companies selling traditional seafood products

include:

◼ Hebridean Smokehouse is a Scottish company specialising in the production of smoked

salmon that is fished in the waters that surround the Hebridean Isles. The company’s

products can be found in Thailand at Gourmet Market.

◼ QWELI is a French company that sells high quality seafood products such as lobsters,

homards, oysters, and razor shells. In Thailand some of its frozen products can be

purchased at Gourmet Market.


3.17 EU Entry Opportunities in the Organic Food & Beverage Sector

The organic food and beverage industry in Thailand, with its growing production of organic food

products, is more developed than the other markets in the region. Although the Thai market for

imported organic products is a niche market, there are opportunities for European companies to

explore the market.

Increase in spending on imported food items

There is an increase in spending among Thais, especially those living in urban cities, on food

imports backed by increasing incomes. The eating style and preference of local consumers are

slowly leaning towards imported foods, which is perceived to be of higher quality. A growing

number of high-income consumers are also driving the demand for food imports as they want to

experience and taste high quality products.

European food is becoming popular

Habits of food consumption in Thailand are changing considerably, as a consequence of

urbanisation and westernisation. Today certain ingredients that have traditionally been

considered as staples for Thais, such as rice and fish, are being replaced by a more

Europeanised diet that includes bread, pasta, milk and cereals.

Rising health consciousness

There is a rising health consciousness among Thais and they are becoming more discerning

about the content and nutritional value of the food that they consume. The government is also

initiating laws such as the implementation of added tax on sugary drinks that aim to deter

consumers from taking too much sugar and forces manufacturers to innovate their products.

Thais are also getting more exposed and educated on international health trends, and they are

starting to look for healthier alternatives in terms of food and beverage products. Quality and

health rather, than the price, are becoming the key consideration in purchasing food and

beverage products specially to the well-educated, middle and upper-income consumers.


Increasing number of tourists

Thailand is among the top tourist destinations in the world with annual tourists of over 30 million

pushing the demand for imported food and beverage products. The country’s hotels and

restaurants are sourcing increasing volumes of imported food to meet the quality expectations

and demand of the local food industry. This represents opportunities for items such as fresh fruit

and vegetables, salmon, grains and cereal products, jams, ready-to-eat meals and meat,

among others.

Online Marketplaces

Thailand has a well-developed online marketplace such as Honest Bee, which aggregates all

the online shopping sites of the leading supermarkets and organic specialty stores in the

country. Thailand’s internet penetration stands at 85 percent which is much higher than South

East Asia’s average of 58 percent. Thailand also has a number of online stores that focuses on

Organic Food & Beverages. These platforms also serve to increase the local awareness

regarding the health benefits and environment impact that purchasing organic products bring.

Trade shows

Thailand has tradeshows wherein foreign companies can showcase their food & beverage

products to potential buyers, distributors and partners. Key tradeshows in the food & beverages

sector is the Food & Hotel Thailand (FHT) which is the leading international trade exhibition for

the food and hospitality industry in the country and surrounding region. Under this event are

sub-events that focus on coffee, tea, wines and spirits products. In 2018, FHT had 466

exhibitors from 33 countries and 29,021 trade visitors from 66 countries. FHT will be held in

Bangkok, Thailand in 4 September to 7 September 2019.

Another tradeshow is THAIFEX-World of Food Asia which is one of the largest food & beverage,

food technology, and retail & franchise exhibitions in the region, connecting suppliers worldwide

to buyers in Thailand and other markets in Asia. In 2018, THAIFEX had 2,537 exhibitors and

62,039 visitors from around the world.


4. Regulations

4.1 Key Government Agencies

There are two authorities that regulate the Food and Beverage sector in Thailand.

The Food and Drug Administration of Thailand (FDA) (www.fda.moph.go.th), is the agency

responsible for the protection of the consumer’s health and safety by

ensuring the quality and efficacy of health products. The FDA thus controls

the following products on the Thai market (manufactured or imported):

foods, drugs, psychotropic substances, narcotics, medical devices, volatile

substances, cosmetics and hazardous substances.

The FDA implements and enforces the Food Act (B.E.2522) and guarantees the quality and

safety of food, by means of, amongst others:

◼ Setting up food standard and specification as well as hygienic and labelling requirements

◼ Controlling of the production and import of food products

◼ Approval for advertisement and packaging materials and

◼ The conduction of epidemiological studies. They FDA can issue the following certificates:

▪ Certification of Free-sale

▪ Sanitary Certification

▪ GMP Certification

▪ HACCP Certification

http://www.fda.moph.go.th/


The Customs Department of Thailand (www.customs.go.th) is the agency responsible for

import tax collection. The Custom Department is under the supervision of The Ministry of

Finance of Thailand. The mission of The Customs Department of Thailand is to:

◼ Facilitate trade and promote national logistics system

◼ Promote national economy by Customs-related measures and international trade information

◼ Protect and secure society based on Customs control system

◼ Collect revenue in a fair, transparent and efficient manner

http://www.customs.go.th/


4.2 Key Regulations

4.2.1 Thailand’s Regulations on Food Products

The laws and regulations governing the Thai food industry are confined to the scope of the

Food Act (B.E.2522). The Act authorises the Ministry of Public Health’s Food and Drug

Administration (FDA) to implement and administer the Food Act. Under the Act, all

establishments producing food for sale or importing food for sale must be licensed by the Food

Bureau of the FDA. The application and granting of licenses must be in accordance with the

principles, procedures or conditions prescribed in the Ministerial regulations, which are

periodically elaborated, modified, and issued by the FDA’s Food Bureau.

The Act defines the word “Food” as edible items and those which sustain life, including:

◼ Substances that can be eaten, drunk, dissolved in the mouth or induced into the body by mouth,

no matter in what form, but not including medicine, psychotropic and narcotic substances.

◼ Substances intended for use or to be used as ingredients in the production of food including

food additives, colouring and flavouring materials.

4.2.2 Standard Labelling Requirements

Imported food products or domestic food products are required to display labels. For imported

foods, a Thai label must be applied where needed prior to entry and be affixed to every single

item of food product prior to marketing. Failure to apply the label before entry will lead to product

seizure by the Thai FDA. The Thai FDA only requires pre-approved labels for specifically-

controlled foods. For other foods, the food manufacturers or food importers are responsible to

prepare a product label that complies with the Ministerial Notification No. 367 B.E. 2557.

Standard labelling requirements are different between food products directly sold to consumers and food

products sold to food manufacturers as production ingredients. More information can be found here:

gain.fas.usda.gov/Recent%20GAIN%20Publications/New%20Thai%20Food%20Labeling%20Law%20a

nd%20Its%20Impact%20to%20the%20Food%20Industry_Bangkok_Thailand_10-24-2014.pdf

https://gain.fas.usda.gov/Recent%20GAIN%20Publications/New%20Thai%20Food%20Labeling%20Law%20and%20Its%20Impact%20to%20the%20Food%20Industry_Bangkok_Thailand_10-24-2014.pdf

https://gain.fas.usda.gov/Recent%20GAIN%20Publications/New%20Thai%20Food%20Labeling%20Law%20and%20Its%20Impact%20to%20the%20Food%20Industry_Bangkok_Thailand_10-24-2014.pdf


4.2.3 Nutrition, Health & Other Claims

The regulations on nutrition labelling are based on the Ministerial Notification No. 182 of B.E.

2541 (1998) and No. 219 of B.E. 2544 (2001). Nutritional labelling is mandatory for the

following types of food.

◼ Food making a specific nutritional claim;

◼ Food which makes use of nutritional values in sale promotion;

◼ Food which specifically targets a group of consumers e.g. students, executives, elderly

people, etc;

◼ Other foods which may be specified by the FDA.

Depending upon the labelling space, different formats are applicable, on either a vertical or

horizontal basis. An example of standard comprehensive nutrition facts is provided below.

Nutrition Facts

Serving Size:

Servings Per Container · Amount Per Serving

Total Calories ……..kcal (Calories from Fat ¼.. kcal)

% Recommended Daily Intakes *

Total Fat ……….g

Saturated Fat ……….g

Cholesterol ……….mg

Protein ……….g

Total Carbohydrate ……….g

Dietary Fibre ……….g

Sugars .….….g

Sodium ………mg

….. %

….. %

…..%

….. %

…..%

…..%

….. %

….. %

% Recommended Daily Intakes *

Vitamin A ….. %

Vitamin B2 ….. %

Iron ….. %

Vitamin B1 …... %

Calcium …... %


* Percent recommended daily intakes are based on a 2,000 kcal diet for Thais aged six and upwards. Individual calorie needs may differ. Based on a 2,000 kcal daily diet, the nutrient intakes shall be as follows.

Total Fat

Saturated Fat

Cholesterol

Total Carbohydrate

Dietary Fibre

Sodium

Less than 65 g

Less than 20 g

Less than 300 mg

300 g

1 g

Less than 2,400 mg Calories (kcal) per gram: Fat = 9; Protein = 4; Carbohydrate = 4

Nutritional Claims

Thailand defines a nutritional claim as any presentation which states, suggests or implies that a

food has particular nutritional properties including, but not limited, to the caloric value,

the content of protein, fat and carbohydrates, as well as the content of vitamins and minerals.

Nutritional claims constitute nutrient content claims, comparative claims and nutrient function

claims. The Thai FDA generally uses Codex and U.S. FDA standards as guidelines to develop

its own nutritional claims guidelines. Nutritional claims are divided into:

◼ Nutrient content claims. These are nutrition claims that describe the level of nutrient

contained in a food. Examples are “source of calcium, high in fibre and low in fat,” etc.

A food that is by its nature low in or free of the nutrient that is the subject of the claim shall

not include the term “low” or “free” in the name of the food. Instead, a claim statement may

be made in a general form that refers of all foods of that type (e.g. vegetable oil) are

cholesterol-free foods. However, foods that have been specially processed, altered,

formulated or reformulated so as to lower the amount of nutrient in the food or remove the

nutrient from the food may bear such a claim.

◼ Comparative claims. These are claims that compare the nutrient levels and/or energy value

of two or more foods. Examples are “less than, fewer, more than, reduced, lite/light,” etc.

Comparative claims can be made if the foods being compared or “reference foods” are


different versions of the same food or similar foods that are representative of the same type

available in the market. The identity of the reference food shall be given and a statement of

the amount difference in the nutrient content or energy value shall be expressed as a

percentage or fraction, higher or lower than that of the food being compared. Also,

the nutrient content per serving shall be provided. Full details of the comparison are needed.

◼ Nutrient function claims are claims relating to the function of a nutrient in the body.

Examples are “calcium aids in the development of strong bones and teeth” and “Iron is a

factor in red blood cell formation.” Nutrient function claims are subject to FDA approval and

are permitted provided the following conditions are met:

▪ Only those essential nutrients listed in the Thai Reference Daily Intakes (RDIs) shall be the

subject of a nutrient function claim.

▪ The food for which the claim is made shall be a significant source of the nutrient in the diet.

▪ The claim must be made with reference to the nutrient not particularly to the food product.

▪ The claim must be based on reliable scientific evidence.

▪ The claim must not imply or include any statement to the effect that the nutrient would

afford a cure or treatment for, or protection from, disease.

Health Claims

A health claim means any presentation which states, suggests or implies that a food or nutrient

in the food has anything to do with disease or health condition. As many factors (i.e. sex, age,

heredity, etc.) can be causes of disease for an individual, no health claim is therefore allowed

on food products in Thailand.

4.3 Import Regulations & Regulatory Procedures

Imported goods may not legally enter into Thailand until the shipment has arrived at the

specified port of entry and delivery of the merchandise has been authorised by the Thai

Customs Department. This is normally accomplished by filing the appropriate documents, either


by the importer or by a designated agent. The Customs Department does not notify the importer

of the arrival of a shipment. Notification is usually made by the carrier of the goods.

The importer should make its own arrangements to be sure that it or its agent will be informed

immediately of the arrival of shipment so that the documentation for entry can be filed and

delays are avoided.

Acquiring a license to import food in Thailand requires a large amount of documentation.

Registration certificates and supporting documents from other jurisdictions are useful in

assembling a Thai FDA application. A complete and thoroughly reviewed application completed

by a specialised Thailand FDA lawyer with all obtained documents can assist with expedition of

the filing process. FDA fees vary depending on the item being registered.

The principles of regulatory procedures relative to food products involve the aspects described

below.

4.3.1 Pre-marketing Control

Activities at this stage are the responsibility of the Food Bureau in the Thai FDA.

◼ Establishing food standards and manufacturing requirements: Food manufacturing

standards and practices must meet the minimum acceptable requirements as established by

the Subcommittee on Food Standards and Local Manufacturing Requirements.

◼ Food manufacturing licensing: Local food manufacturers intending to sell their products must

apply for a license prior to being operational. Plant layouts must be submitted for approval to

the Thai FDA’s Food Bureau. The FDA inspectors will then visit and inspect the plant before

a manufacturing license can be issued. It is the responsibility of the licensee to renew the

license every three years.

◼ Food importation licensing: A license is required for importing food for sale in the country.

FDA inspectors will visit and examine the suitability of the designated storage facility or

warehouse before a license is issued. A licensee may import various kinds of food, provided


that the Thai Office of Food and Drug Administration approves the food products. A license

to import must be renewed every three years.

◼ Food product registration: Importers of food products deemed to be specifically-controlled

food and are required to register the products before importation for sale. Applications for

product registration should be submitted to the Food Bureau, Thai FDA. For those residing

outside the Bangkok Metropolitan area, applications can be submitted to the relevant

Provincial Office of Public Health.

The approximate amount of time required for product registration, starting from submitting

the application, is about one month. However, delays are usually caused by inaccurate or

incomplete information, which is usually the basis for failing to register a product.

◼ Food labelling: Imported food products, which are categorised as specifically-controlled

foods, standardised foods, and foods that are required to display labels according to the

specific requisites of each category.

◼ Good Manufacturing Practices (GMP). Thailand requires domestic manufacturers and

foreign suppliers of 57 types of products adhere to GMP.

◼ Nutrition labelling: Nutrition labelling is required for some products.

4.3.2 Post-marketing Control

◼ Compliance Monitoring: Monitoring processes primarily ensure that the food produced is

wholesome and complies with the national food standards. Inspection of food factories and

premises throughout the country are regularly conducted together with sampling of food

products for laboratory testing. Technical guidance on the appropriate food production,

delivery, handling and storage is also given during the monitoring process. If violations

occur, product recall and prosecution will be executed. Inspection, monitoring, and legal

actions are the responsibility of the Thai FDA’s Inspection Division.

◼ Food surveillance: The aim of the programme is to assure the safety and quality of food

distributed throughout the country. Food surveillance is conducted mainly by the Thai FDA.

Its inspectors will take samples of food in markets from time to time and whenever problems


are identified. The samples will be delivered to the Food Analysis Division of the Department

of Medical Science for further analysis of toxins, pesticide residues, heavy metals, nutritional

values, and standard conformity. Warning and legal actions such as seizures, product

recalls, etc., will be taken depending on the degree of violation.

4.3.3 Organic Labelling

The Thai Ministry of Commerce define organic agriculture as: A production system that sustains

the health of soils, ecosystems and people. It relies on ecological processes, biodiversity and

cycles adapted to local conditions, rather than the use of inputs with adverse effects. Organic

agriculture combines tradition, innovation and science to benefit the shared environment and

promote fair relationships and a good quality of life for all involved.

A product in Thailand may carry multiple seals or labels from various government agencies or

international organisations. There is not a single label that signifies that a product has met

organic standards because there is no overarching certification required. Organic products are

subject to the same labelling requirements as conventional products.


4.4 Import Processes

Importing products and services into Thailand requires a relatively shorter timeframe and lower

cost when compared to other countries in the region. In the last decade Thailand has made an

effort to streamline its import procedures to encourage trade activities in the market, such as the

implementation of an online e-Customs system that enables paperless and centralised custom

clearance procedures. Generally, it is encouraged for importers and exporters to make use of a

freight forwarder to manage import and export customs clearing in Thailand.

Figure 21: Import Procedures in Thailand

Source: Thai Customs Department

There are a number of prohibited and restricted items to be imported into or exported from

Thailand. The list of the items can be obtained from the Thailand Customs Department’s

website70. Import licenses are required for restricted items, many of these include raw materials,

industrials, textiles, petroleum products, pharmaceuticals and agricultural produces. An item

which does not require an import license may still need to comply with regulations set aside by

70 http://en.customs.go.th/cont_strc_simple.php?lang=en&left_menu=menu_prohibited_restricted_items&current_id=14223132414d505f4b

http://en.customs.go.th/cont_strc_simple.php?lang=en&left_menu=menu_prohibited_restricted_items&current_id=14223132414d505f4b


the relevant departments, agencies or ministries, including additional fees and the requirement

to have a certificate of origin.

In Thailand, it is the duty of importers to arrange for examination and release of imported cargo.

According to the Thai Customs Department, imported cargo are only legally entered into

Thailand once the shipment has arrived within the port of entry, merchandise delivery has been

authorised by Customs, and applicable taxes and duties have been paid. Once a shipment

arrives in the country, importers are required to submit a Goods Declaration and supporting

documents for imports with a Customs officer at the port of entry.

Taxes and duties are exempted from samples and advertising materials without commercial

value. This applies if the samples are not for sale and serve only promotional proposes.

However, if those samples and materials are not used or re-exported within six months, taxes

and duties are charged.

E-Customs System

As Thailand has been using the e-Customs system, paper documents are no longer needed as

data is transferred electronically from the importer’s computer system to the e-Customs system.

The steps are outlined below 71:

Step 1 – Register to use e-Customs system

In order to register for the system, the importer (either as an individual or business entity) must

already possess a ‘digital certificate’. The digital certificate is an electronic signature file used to

confirm the identity and authenticity of the sender of electronic documents; it is essential for all

companies in Thailand with any online operations, including import and export registration.

Once a digital certificate is in place, the importer may proceed to register for the e-Customs

system. Companies can choose to either register with the system directly (i.e. at their own

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office) or through an agent. For the latter option, the agent will handle the registration. When

registering to use the e-Customs system directly, the following tasks are required:

◼ e-Customs software must be installed on the company IT system and digital certificates verified

◼ The importer must register with Thai Customs at one of the following: the Registration and

Customs Privileges Sub-Division; Customs Procedures and Valuation Standard Bureau; or

the General Administration Division at each Customs office

◼ The accuracy and readiness of message exchange with e-Customs system must be tested

◼ Once tests are completed successfully, the Communication and IT Bureau will issue e-

Customs registration ID, and the process is complete.

Step 2 – Review controlled goods

Two separate checks need to be made before goods are imported: firstly, to identify if goods

require an import permit, and secondly, to ascertain if goods are considered ‘red line’.

A range of goods require import permits issued by different agencies prior to their arrival. For

example, baby food and food supplements require permission from the Food and Drug

Administration of the Ministry of Health. A rundown of goods that require a permit can be found

on the Customs Department website. The government is working to integrate the permit

application process into the e-Customs system; currently, around half of Thailand’s government

agencies allow electronic permit applications.

The second check required is to establish if the goods to be imported are classified as ‘red line’

goods (as opposed to green line). Red line goods are those considered to be high risk or

requiring extra certification and verification upon arrival, including foodstuffs, drinks, and plants.

It is necessary to provide the following supporting documents when importing red line goods:

◼ Bill of Lading (B/L) or Air Waybill

◼ Invoice

◼ Packing List


◼ Import License (if required)

◼ Certificates of origin

◼ Other relevant documents (e.g. list of ingredients, technical standards certificates, etc.)

There is no definitive list of red line goods; the e-Customs system will inform the importer once

the Import Declaration has been submitted (see Step 3). As such, it is important to ensure the

correct paperwork is in place for all imports in order to be prepared for a shipment being flagged

as red line.

Step 3 – Submission and verification of declaration

Once all documentation is in order, an Import Declaration can be submitted to the e-Customs

system along with an arrival report with the information of the carrying vessel. The e-Customs

system will then check and verify the submission, identifying any discrepancies and specifying

whether the shipment is green line or red line.

Step 4 – Payment of duties and taxes

Thai Customs Tariff Decree B.E. 2530 states that “goods imported or brought into, exported, or

taken out of the Kingdom shall be chargeable with and liable to duty”. A number of items are

exempt from import duties; the Integrated Tariff Database from the Thai Customs offers a tool

for searching for goods exempted from payment of duty:

http://itd.customs.go.th/igtf/en/main_frame.jsp

For dutiable goods, payment can be made at the Customs Department of the port of entry or via

the e-Payment section of the e-Customs system.

Step 5 – Inspection and release of cargo

The final step before the cargo is released is an inspection. For green line goods, this is simply

an online screening and will take only a few minutes. For red line goods, the supporting

documents will have to be presented and the cargo physically examined by customs officials.

http://itd.customs.go.th/igtf/en/main_frame.jsp


5. Annex

5.1 List of Useful Contacts

Food & Drug Administration of Thailand

88/24 Tiwanon Road Nonthaburi,

Thailand 11000

Tel: +66 2590 7000

Email: [email protected]

Website: www.fda.moph.go.th

The Customs Department of Thailand

1 Sunthon Kosa Road, Khwaeng Khlong Toei,

Bangkok, Thailand 10110

Tel: +66 2 667 6000


Website: www.customs.go.th

Department of Livestock Development (DLD),

Ministry of Agriculture and Cooperatives

69/1 Phayathai Road, Ratchathewi district,

Bangkok, Thailand 10400 Tel: +66 2 653 4425

E-mail: [email protected]

Website: en.dld.go.th/index.php

Thailand Ministry of Agriculture and Cooperatives

3 Ratchadamnoen Nok Rd, Khwaeng Ban Phan Thom,

Khet Phra Nakhon, Bangkok, Thailand 10200

Tel: +66 2 281 5955


Website: www.doa.go.th/en

Thai National Shippers’ Council

1168/97,32nd Floor,Zone C Lumpini Tower Blg., Rama IV Road Thungmahamek, Sathorn, Bangkok, Thailand 10120 Tel: +66 2 679 7555

mailto:[email protected]

http://www.fda.moph.go.th/


http://www.customs.go.th/


http://en.dld.go.th/index.php


http://www.doa.go.th/en/


Fax: +66 2 679 7500


Website: www.tnsc.com

Thailand Frozen Food Association

92/6 6th Floor Sathorn Thani II,

North Sathorn Rd, Bangrak


Tel: +66 2 235 5622


Website: www.thai-frozen.or.th

Thai Chamber of Commerce

150/2 Rajabophit Rd., Kwaend Rajabophit,

Khet Pra Nakorn


Tel: +66 2 622 1879


Website: www.thaichamber.org

Board of Investment of Thailand

555 Viphavadi Rangsit Road, Chatuchak


Tel: +66 2 2553 8111

Fax: +66 2 2553 8315


Website: www.boi.go.th

The Thai Organic Trade Association

126/106 Thaisri Tower, Krungthonburi Road,

Banglumpoo-lang, Klongsan


Tel: +66 2 8678777

Fax: 02-860-9020


Website: www.thaiorganictrade.com/en


http://www.tnsc.com/


https://www.thai-frozen.or.th/


https://www.thaichamber.org/


https://www.boi.go.th/


http://www.thaiorganictrade.com/en


5.2 Starting a Business in Thailand

Finding a Distributor in Thailand

One good way to establish a local presence is by working with agents and distributors in

Thailand. Qualified agents and distributors can be found for nearly all kinds of products.

A number of Thailand-based agents cover the ASEAN region as well as Thailand.

Thailand-based trade associations, chambers of commerce, and foreign commercial offices

within EU member-state embassies are all good places to start the search for a distributor in

Thailand. International business consultants with experience in helping foreign companies can

also provide invaluable service by facilitating introductions to qualified distributors. It is always

best to meet a prospective distributor in person, and to check references.

Setting up a Business in Thailand

Thailand represents an attractive business market for foreign investors who want to set up their

enterprises. Persons who desire to open a company in Thailand are advised to study the local

legislation before commencing the incorporation process, in order to get acquainted with the

main requirements.

The Foreign Business Act is the main law defining foreign ownership. The law restricts access

to certain businesses (such as transport, retail, and wholesale and services) for reasons of

security, cultural heritage or perceived competitive disadvantage. Notably, however, 100%

foreign-owned businesses are permitted, except for 43 restricted businesses in three

categories.72

Thai law recognises five main types of business organisation: ordinary partnership, ordinary

registered partnership, limited partnership, limited company, and public limited company.

The first four types of entity are governed by the Civil and Commercial Code (CCC), and the last

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type by the Public Limited Companies Act of 1992 (PLCA). Moreover, the branch office,

representative office and regional office are recognised under the Foreign Business Act BE

2542 (FBA).

The nature of the intended business operations will be an important factor in selecting the

appropriate form of business organisation. For a private or public limited company, if 50% or

more of the company’s shares are owned by a foreigner, as defined in the FBA, the company

will be considered a foreigner and subject to the act, which prohibits the creation of certain

business activities unless approval is obtained from the Ministry of Commerce (MOC). Foreign

investors usually carry on business through a limited company, branch or representative

office.73

In case that a foreign company aims to set up a branch office in Thailand, the branch and its

head office are treated as the same legal entity under Thai law. The branch will be considered a

permanent establishment of the foreign corporation in Thailand. The head office will be liable for

tax on direct transactions in Thailand, even where the branch is not involved.

Generally, European companies have the following options for business formation:

◼ Sole Proprietorship: The sole proprietorship is a registered business owned by one

person, who is also the operator of the business. Even though foreigners can do business as

a Sole Proprietorship, it may be hard to incorporate if the business does not meet the

requirements.

◼ Partnership: Thai and European concepts of partnership are broadly similar. Even though

registering partnerships is easier than registering other business structures, the partnerships

cannot give work permits to foreigners. They also cannot open corporate bank accounts under

the company’s name. Thailand provides for three general types for partnerships: unregistered

ordinary partnerships, registered ordinary partnerships and limited partnerships.

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▪ Unregistered ordinary partnership: Within this partnership, all partners will be jointly liable

for all obligations of the partnership. Also, the unregistered ordinary partnership is not

considered a legal entity. The partners are still held accountable for any mishaps.

▪ Registered ordinary partnership: It is the type of partnership that requires registration with

the authorities. With registered ordinary partnerships, the business has legal rights, duties,

and liabilities separate from all partners.

▪ Limited partnership: This type of partnership has two types of partners: unlimited liability

partners and limited liability partners. The limited liability partners will be liable only to the

amount of capital that the said partners contributed to the partnership. The unlimited

liability partners will be liable no matter how much capital the partners contributed to the

partnership.

◼ Limited Company: There are two types of limited companies in Thailand: private and

public. The first is governed by the Civil and Commercial Code, while the second by the

Public Company Act. The Limited company is the most popular registration method for

foreigners who wish to do business in Thailand. With this business structure, the company’s

shareholders will be limited to the amount, if any, of unpaid shares respectively held by

them. Also, the directors of the company can apply for work permits.

▪ Private Limited Companies in Thailand have basic characteristics similar to those of

Western corporations. A private limited company is formed through a process which leads

to the registration of a Memorandum of Association (Articles of Incorporation) and Articles

of Association (By-laws), as its constitutive documents. A minimum of seven shareholders

is required at all times. A private limited company may be wholly owned by foreigners.

However, in those activities reserved for Thai nationals, foreigners’ participation is

generally allowed up to a maximum of 49%. The registration fee for a private limited

company is THB 5,500 (EUR 154) per million baht of capital.

▪ Public Limited companies registered in Thailand may, subject to compliance with the

prospectus, approval, and other requirements, offer shares, debentures and warrants to

the public and may apply to have their securities listed on the Stock Exchange of Thailand.


A minimum of 15 shareholders is required for the formation and registration of the

memorandum of association of a public limited company, and the shareholders must hold

their shares for a minimum of two years before they can be transferred. The Board of

Directors of a public limited company must have a minimum of five members, at least half

of them must be Thai nationals. The registration fee is THB 2,000 (EUR 56) per million

baht of capital.

◼ Joint venture: A joint venture may be described in accordance with general practice as a

group of persons (natural and/or juristic) entering into an agreement in order to carry on a

business together. It has not yet been recognised as a legal entity under the Civil and

Commercial Code. However, income from the joint venture is subject to corporate taxation

under the Revenue Code, which classifies it as a single entity.

◼ Representative Office: A representative office is limited in engaging in non-profit activities.

In order to form a representative office, at least one of the following purposes would need to

be sought for the purposes of limited “non-trading” activities: the business is to search for the

source of goods or services in Thailand for the headquarters overseas; to check the quality

and quantity of the product ordered by the headquarters overseas; to give advice to the

headquarters about the goods to order; to supply the information of the headquarters’

products to the customers in Thailand; to report the economic movement in Thailand to the

headquarters.

Registering your business

Once the type of business formation has been decided, the business needs to proceed with the

registration process via Trade Register, hosted by the Department of Business Development

under the Ministry of Commerce in Thailand.

Several steps must be completed in order to begin the registration procedure, such as: drafting

the company’s articles of association, naming directors and a company’s secretary. Also,

the company must register with the local authorities for Value Added Tax and at the social

contributions. Registering a company in Thailand can take some time (around 7 days for a


private company and up to 30 days for a public company). The first step is to select and reserve

a company name, which is then valid for 30 days.

Additionally, the following documents need to be prepared and submitted before the company

can be registered:

◼ Articles of Association

◼ Memorandum of Association

◼ Application form and list of shareholders

◼ New director form signed by each director

◼ Declaration of Business operation form

◼ Company name reservation

◼ Details of the offices and branches of one’s business

Before a business can be registered, at least 25% of the initial investment capital must be also

paid into a corporate bank account. The business owner also needs a company stamp, which

acts as the signature to certify company documents. These are produced by specialist chop

makers, and cost between THB 400-800 (EUR 11-22), depending on exact chop specifications.

The Thai Board of Investment offers useful guidelines in English to navigate the company

registration process (http://www.boi.go.th/newboi/en/index/). In general, the procedure for

business registration is described in the table below:

Procedure Time to complete

1. Apply for permission to sue company name 2 days

2. Deposit paid-in capital in a bank 1 day

3. Obtain a corporate seal 4 days

4. Get approval for memorandum of association and apply to register the company as a

legal entity (final registration) at the Private Limited Companies Registrar

1 day

5. Register with the Revenue Department for Tax 2 days

http://www.boi.go.th/newboi/en/index/)


Procedure Time to complete

6. Register for social security and Workmen’s Compensation Fund at the Social Security

Office, Ministry of Labour

1 day

7. Submit company work regulations to the Office of Labour Protection and Welfare of

the Ministry of Labour at the district where the head office of the company is located

21 days

Table 17: Required steps for registering business in Thailand

Source: Doing Business and Investing in Thailand Guide

Once the business has been registered, the business owner has to notify the tax authorities of

one’s company. The business owner has up to 60 days to notify the revenue department and

get a tax ID card for one’s business. If the revenue turnover is high, one may also need to

register for VAT. The website of the Board of Investment describes the accounting and financial

reporting responsibilities of business owners74.

Incentives

The BOI is the principal government agency for encouraging investment in the country. Foreign

investment in Thailand does not require approval from the BOI, provided the necessary

operating permits have been obtained. Investors should determine whether the incentives

available through the BOI outweigh the various restrictions involved. Potential foreign investors

who meet any or all the following criteria are eligible for BOI incentives:

◼ If a foreign investor significantly strengthens Thailand’s balance of payments position,

especially through production for export.

◼ If a foreign investor is able to support the development of the country’s resources;

◼ If a foreign investor contributes to the increase in employment rate due to jobs generated by

the investment;

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◼ If a foreign investor is able to establish investment operations in provinces outside the

Bangkok metropolitan area;

◼ If a foreign investor is able to contribute to the energy conservation or replace imported

energy supplies;

◼ If a foreign investor is able to establish or develop industries that form the base for further

technological supplies;

◼ If foreign investment activities are considered important and necessary by the government.

The BOI offers promotions to investors categorised as either tax incentives, or non-tax

privileges.

◼ For businesses whose activities fall under the BOI’s priority industries, or who operate in

Export Processing Zones (EPZ), corporate income tax and import tariff incentives are

offered.

◼ All BOI-Promoted projects are offered non-tax privileges including guarantees, protection,

permissions and services.

◼ Incentives are offered to foreign and domestic businesses that operate within the designated

estate area or Thailand’s Network of Industrial Estates.

Other Tax Benefits Offered to Foreign Direct Investment

Thailand Law states that a company that chooses to register under Thai law shall enjoy various

tax benefit schemes such as:

◼ Income tax holiday from three to eight years for business with Investment Promotion Privileges.

◼ Reduction or exemption of import duties on raw material and imported machinery for

business with Investment Promotion Privileges or industries setting up in Export Processing

Zone and Free Trade Zone.

◼ Double deduction for the cost of transportation, electricity and water supply for industries

with Investment Promotion Privileges.


◼ 200% deduction for the cost of hiring qualified researchers doing research and development

project.

◼ 150% deduction for the cost of employee’s training in order to improve human capital.

◼ Small and medium size company can choose to deduct special initial allowance on the date

of acquisition for computer (40%), plant (25%) and machinery (40%).

As part of Thailand government’s effort to encourage foreign investment in the country, some

types of companies are given entitlement to a corporate tax rate (mandatory 30% rate)

reduction as follows:

◼ For regional operating headquarters company, 10% corporate income tax on net profits,

interest, and royalties for the Regional Operating Headquarters (ROH).

◼ For SME companies, reduced company tax rates for small and medium enterprises (SMEs)

are as follows:

▪ 15% on net profits up to THB 1 million (EUR 27,996);

▪ 25% on net profits of THB 1 to 3 million (EUR 27,996 to 83,988)

▪ 30% on net profits above THB 3 million (EUR 83,988).

◼ Listed companies, reduced tax rates for companies listed on the Stock Exchange of

Thailand (SET) and the Market for Alternative Investment (MAI) are as follows:

▪ 25% for companies listed on the SET from Sept 6, 2001 to Dec 31, 2005;

▪ 20% for companies listed on the MAI from Sept 6, 2001;

▪ The reduced rate will be applicable for five consecutive accounting periods only.

◼ Venture capital companies investing in SME’s:

▪ Corporate tax exemptions are granted;

▪ Dividends received from SMEs and gains arising from the transfer of shares in SMEs are

granted exemption from corporate tax.


5.3 Useful Statistics

Exporters Imported value in 2014

Imported value in 2015




World 112,389 92,962 73,867 69,248 78,293

Singapore 58,743 50,006 40,596 40,807 44,780

New Zealand 8,604 10,340 10,674 11,105 12,497

Philippines 26,216 21,364 12,834 9,746 11,948

Malaysia 8,538 6,556 5,937 4,481 5,823

Netherlands 8,713 4,311 3,338 2,738 2,862

Spain 228 165 242 244 189

United States of America 171 1 5 73 101

Australia 494 66 54 27 46

United Kingdom 57 3 40 8 23

Taiwan - - 2 - 3

Table 18: Imports of Food preparations for infant use, put up for retail sale, of flour, groats, meal, starch and similar products

Source: UN Comtrade

Unit: US Dollar Thousand

Importers Exported value in 2014

Exported value in 2015




World 75,835 28,808 37,186 24,682 32,111

Lao People's Democratic Republic 12,539 13,118 12,292 14,064 15,744

Malaysia 23,295 7,068 5,394 6,387 8,581

Indonesia 5,524 1,068 - 3,562 6,933

Myanmar 2,636 1,105 639 390 594

Cambodia 5,187 4,487 2,668 213 135

Macao, China - - - 2 38

Singapore 23 6 20 22 38

Hong Kong 5 21 33 16 37

China 9 65 242 19 9

Australia 3 3 5 3 2

Cook Islands - - - - 1

Table 19: Exports of Food preparations for infant use, put up for retail sale, of flour, groats, meal, starch and similar products

Source: UN Comtrade








World 512,145 1,190,502 1,018,697 655,084 788,257

United States of America 176,939 233,495 161,036 164,947 205,541

Argentina 294 77 153,839 108,920 154,513

Ukraine 90,232 310,269 446,991 164,499 115,988

Australia 170,345 149,040 110,138 130,894 103,224

Russian Federation 461 373 6,490 27,171 57,043

Pakistan 666 430 429 865 38,611

Canada 35,788 66,767 21,286 20,510 37,429

Cambodia 3,824 2,450 3,629 12,136 19,765

Brazil 11,981 107,287 14,154 78 14,073


Table 20: Imports of Cereals

Source: UN Comtrade







World 5,729,601 4,640,360 4,570,137 5,353,050 5,698,987

Benin 484,949 292,312 513,398 685,215 625,784

China 445,059 471,906 475,995 570,733 548,131


Philippines 261,909 314,369 238,325 174,586 460,173

Indonesia 162,469 120,510 164,523 71,851 362,426

South Africa 239,407 221,905 232,430 311,765 321,136

Hong Kong 184,817 174,998 169,533 171,116 199,069

Malaysia 188,505 180,143 176,045 131,570 191,965

Angola 167,152 130,215 124,534 153,785 184,725

Cameroon 197,508 156,510 168,084 271,688 158,970

Table 21: Exports of Cereals

Source: UN Comtrade








World 884,797 677,220 539,556 683,070 729,237

New Zealand 384,172 276,023 233,780 292,497 293,614

Australia 94,105 76,099 59,223 75,363 99,621

Indonesia 53,304 58,643 58,693 58,846 82,611

France 37,824 50,853 36,458 45,496 39,290

Netherlands 44,022 36,463 26,418 38,485 30,550


Belgium 51,520 18,475 16,129 26,670 26,923

Germany 21,078 16,750 12,147 21,872 19,360

Ireland 8,219 7,938 10,113 12,493 14,409

Malaysia 1,833 314 2,399 7,204 13,943

Table 22: Imports of Dairy produce; birds' eggs; natural honey; edible products of animal origin, n.e.s

Source: UN Comtrade







World 262,107 289,481 257,494 284,563 319,939

Cambodia 49,498 54,600 51,903 48,800 61,361

Singapore 33,803 35,777 37,139 39,987 47,512

Hong Kong 33,858 42,857 31,461 31,230 44,747

Philippines 26,028 29,056 31,108 37,860 43,195


Japan 8,147 10,946 18,563 20,290 20,662

Myanmar 21,314 21,680 21,408 21,280 17,317

China 5,480 6,901 8,153 10,227 14,283


Taiwan 5,990 5,545 6,107 10,358 6,333

Table 23: Exports of Dairy produce; birds' eggs; natural honey; edible products of animal origin, n.e.s

Source: UN Comtrade








World 135,008 134,139 151,982 171,815 201,187

Malaysia 45,870 44,864 49,983 71,050 88,491

Indonesia 39,595 38,574 44,050 42,678 51,855

China 8,575 9,249 9,862 9,251 9,460

Vietnam 4,351 4,750 5,805 5,675 8,933

Japan 5,672 5,204 7,941 9,656 7,946

Italy 4,185 3,451 3,856 3,926 3,901


Austria 2,996 2,649 2,980 3,004 3,250

United Kingdom 4,126 4,567 4,191 3,158 3,038

Republic of Korea 2,519 2,687 3,231 2,688 2,901

Table 24: Imports of Bread, pastry, cakes, biscuits and other bakers' wares, whether or not containing cocoa

Source: UN Comtrade







World 327,771 354,682 383,472 412,144 432,629


Australia 26,406 33,981 34,475 35,733 44,229


Myanmar 37,138 39,749 43,945 37,379 29,346

China 9,006 11,269 16,834 25,777 23,742

Cambodia 22,561 19,954 17,547 19,520 23,513

Vietnam 18,207 18,177 17,590 18,670 23,216

Netherlands 16,373 14,902 16,929 16,290 21,351

Japan 20,486 20,328 19,950 22,194 19,982

Indonesia 12,521 16,077 15,109 12,450 17,110

Table 25: Exports of Bread, pastry, cakes, biscuits and other bakers' wares, whether or not containing cocoa

Source: UN Comtrade








World 69,362 48,757 50,389 74,119 82,996

New Zealand 44,436 31,837 29,541 49,687 43,551

Australia 12,949 11,637 13,153 16,054 20,736

Netherlands 1,673 5 2,557 3,186 8,063

France 2,334 2,454 2,717 2,649 3,720

India 74 80 97 111 2,668

Belgium 1,308 1,412 1,003 942 1,235

Finland - - 388 642 1,196

Ukraine - - - 105 647

Denmark 428 508 551 223 562

United States of America 3,464 163 148 133 223

Table 26: Imports of Butter, incl. dehydrated butter and ghee, and other fats and oils derived from milk; dairy

Source: UN Comtrade







World 1,754 1,844 1,981 3,257 2,557

Cambodia 105 108 102 730 1,002

Lao People's Democratic Republic 796 1,422 1,144 1,372 709

Philippines - - - - 318

Myanmar 587 61 182 737 183

Taiwan 201 211 199 176 177

Vietnam 1 33 347 233 143

Bangladesh - - 5 6 9

United States of America 1 - - - 4

France - - - - 3

Spain - - - - 3

Table 27: Exports of Butter, incl. dehydrated butter and ghee, and other fats and oils derived from milk; dairy

Source: UN Comtrade








World 184,983 161,751 159,217 201,876 201,564

China 55,654 55,451 53,946 57,948 79,606

Indonesia 25,226 18,596 18,724 31,732 27,260

Vietnam 13,530 14,455 13,831 15,961 15,873


Germany 9,285 5,946 6,854 6,601 7,328

Australia 1,858 1,577 8,755 11,819 5,941

Philippines 9,038 6,358 5,189 6,042 4,700

Malaysia 5,476 4,798 4,654 5,206 4,415

Japan 4,202 4,749 4,762 4,065 4,271

Turkey 1,813 1,788 2,581 2,835 4,244

Table 28: Imports of Sugars and sugar confectionery

Source: UN Comtrade







World 2,971,493 2,873,431 2,573,229 2,868,205 2,866,386

Indonesia 565,146 532,483 694,354 797,942 778,617

Myanmar 81,277 256,394 315,363 285,908 340,506

Cambodia 231,802 182,970 306,699 306,667 227,239

Taiwab 107,532 100,935 96,217 373,989 201,012


Philippines 30,305 32,872 141,028 49,189 166,667

Malaysia 233,409 174,720 80,794 91,511 165,819

China 250,297 341,127 154,897 173,716 147,532

Japan 357,959 246,860 218,651 148,466 132,767

Vietnam 64,240 137,669 131,151 82,995 71,174

Table 29: Exports of Sugars and sugar confectionery

Source: UN Comtrade








World 62,711 63,457 65,647 71,493 86,475

Japan 21,015 20,035 21,413 21,015 22,895

Singapore 10,530 10,492 10,229 11,145 12,547

China 3,818 4,112 4,945 5,997 12,038

Malaysia 5,891 8,047 9,257 9,945 9,887



Indonesia 5,076 4,124 3,975 5,102 4,677

Germany 1,736 1,363 1,321 1,405 3,452

Vietnam 97 473 1,310 2,641 2,087

Myanmar - - 13 515 1,966

Table 30: Imports of Sauce and preparations therefor; mixed condiments and mixed seasonings; mustard flour and similar products

Source: UN Comtrade







World 591,953 577,699 591,706 652,808 734,199


Japan 67,001 64,490 58,126 60,725 67,576

Philippines 54,385 50,544 51,786 56,583 62,777

Australia 40,407 39,495 41,235 44,236 49,850

Malaysia 23,750 26,943 24,210 31,238 42,173

United Kingdom 31,626 28,849 27,900 34,296 39,218

Netherlands 23,490 23,086 27,259 26,842 34,093

Cambodia 29,386 27,413 26,077 29,430 32,353

Myanmar 26,638 26,217 29,526 29,872 31,771

Germany 21,428 19,350 20,737 23,069 24,785

Table 31: Exports of Sauce and preparations therefor; mixed condiments and mixed seasonings; mustard flour and similar products

Source: Trade Map








World 20,451 18,375 19,567 21,077 20,675

Spain 11,425 11,032 10,842 12,422 12,183

Italy 6,537 4,636 5,470 5,647 6,506

Greece 319 277 607 1,043 1,034

Turkey 130 115 16 126 353

Syrian Arab Republic 798 - 907 1,213 229

United Kingdom 68 21 33 98 147

Tunisia 1,046 2,117 1,573 403 113

Morocco - - 19 30 32

Japan 1 52 6 14 21


Table 32: Imports of Olive oil and its fractions obtained from the fruit of the olive tree

Source: UN Comtrade







World 51 17 81 32 24

Cambodia 0 0 28 13 7

Lao People's Democratic Republic 5 11 5 14 4

Denmark 0 2 0 0 3

Singapore 0 0 1 0 3

Myanmar 7 1 0 4 2


Canada 0 0 1 0 1

Hong Kong 0 0 0 0 1

Malaysia 36 0 0 0 1

China 1 1 0 0 0

Table 33: Exports of Olive oil and its fractions obtained from the fruit of the olive tree

Source: UN Comtrade








World 16,677 17,618 18,242 20,495 21,844

China 12,209 12,528 13,433 14,326 15,398

India 1,790 1,621 2,008 2,085 2,306

Lao People's Democratic Republic

662 737 570 1,756 1,229

Viet Nam 346 562 269 114 304

Myanmar 123 123 305 193 284


Turkey 210 179 156 184 233

Australia 215 228 131 329 200

United Republic of Tanzania 53 137 159 203 199

Indonesia 32 84 73 186 177

Table 34: Imports of Plants and parts of plants, incl. seeds and fruits

Source: UN Comtrade







World 13,719 12,621 17,391 12,975 10,729

Japan 3,678 3,834 6,631 4,936 3,726

China 4,910 3,354 3,872 2,162 2,260

Vietnam 1,207 1,163 893 870 879

Taiwan 210 147 223 929 814

Bangladesh 28 152 132 88 802

Republic of Korea 97 264 262 407 646

Bahrain - - 3 1 278

Spain - 2 - 94 216



Table 35: Exports of Plants and parts of plants, incl. seeds and fruits

Source: UN Comtrade








World 19,037 15,620 13,330 15,123 17,391

Belgium 2,336 2,913 3,113 3,324 4,251

Viet Nam 748 494 345 634 3,086

Mexico 608 943 1,393 1,090 1,431

Germany 559 688 958 1,209 1,358

Netherlands 2,904 2,751 2,339 1,326 1,356

Singapore 6,292 1,347 752 1,651 834

Myanmar 443 736 406 569 620

Australia 63 74 143 434 523


Malaysia 2,412 1,970 1,238 1,090 463

Table 36: Imports of Beer made from malt

Source: UN Comtrade







World 231,611 207,124 185,474 142,140 123,277

Myanmar 123,671 115,474 81,642 57,527 49,104

Cambodia 49,334 43,963 54,826 33,755 18,963

United Arab Emirates 3,544 6,938 9,773 7,736 12,268

Malaysia 7,254 6,099 3,555 5,140 5,470

United Kingdom 5,959 4,983 4,810 4,633 4,980

Japan 7,232 4,366 3,741 4,013 3,695

Lao People's Democratic Republic 702 1,725 2,625 3,054 3,242

Taiwan 3,620 3,675 3,581 3,698 3,242

Singapore 11,699 5,213 4,764 4,542 2,999

Australia 3,322 2,473 2,328 2,652 2,873

Table 37: Exports of Beer made from malt

Source: UN Comtrade








World 52,737 49,886 50,180 49,164 72,268

France 20,497 20,073 19,892 19,423 30,226

Australia 12,224 11,605 13,189 12,713 19,674


Chile 4,223 3,761 3,700 3,910 4,983

Italy 3,397 3,046 3,472 3,534 4,196

New Zealand 1,688 1,617 1,737 1,668 2,372

South Africa 2,508 2,301 2,017 1,556 1,451

Spain 907 764 1,059 959 1,061

Argentina 486 772 474 683 578

Germany 312 278 259 222 279

Table 38: Imports of Wine of fresh grapes, incl. fortified wines; grapes must, partly fermented

Source: UN Comtrade







World 28,535 30,248 29,654 27,490 41,231

Myanmar 15,471 16,392 16,465 19,219 23,283

Cambodia 5,827 5,163 5,512 4,732 7,306

Singapore 117 155 308 179 2,990

China 254 2,056 90 16 1,791

Lao People's Democratic Republic 4,072 4,261 4,958 996 1,689

Japan 319 306 429 358 1,036

India - - - - 594

Vietnam 164 371 804 740 483

Republic of Korea 115 267 70 145 407

Hong Kong, China 528 322 327 472 244

Table 39: Exports of Wine of fresh grapes, incl. fortified wines; grapes must, partly fermented

Source: UN Comtrade








World 66,265 63,720 74,249 68,722 71,098

Israel 18,425 17,818 20,140 20,051 20,299


China 10,088 10,283 10,982 8,810 7,837

Turkey 96 943 3,520 2,054 5,880

Spain 4,789 3,714 3,188 3,956 5,027

Italy 3,181 2,194 2,527 2,586 2,654

Philippines 282 531 1,934 4,274 2,509

Brazil 2,683 3,298 3,958 2,481 2,329

Viet Nam 1,118 1,512 2,381 2,313 1,826

Netherlands 1,498 1,128 965 1,673 1,782

Table 40: Imports of Fruit juices, incl. grape must, and vegetable juices, unfermented, not containing added spirit

Source: UN Comtrade







World 527,355 619,384 738,120 656,670 589,242


Netherlands 48,422 58,924 47,583 41,667 41,314

Australia 35,716 38,373 51,929 44,456 33,593

China 10,109 15,735 21,245 26,198 26,763

Cambodia 16,814 23,614 25,498 19,669 24,857


Canada 15,493 14,699 20,480 17,294 17,046

Myanmar 17,378 18,949 18,820 15,725 15,479

United Kingdom 12,184 19,899 25,705 20,437 15,059

Korea, Republic of 10,232 15,604 17,057 18,385 15,046

Table 41: Exports of Fruit juices, incl. grape must, and vegetable juices, unfermented, not containing added spirit

Source: UN Comtrade








World 213,247 255,718 322,277 387,524 376,113

Vietnam 100,422 77,596 120,590 122,215 129,256

India 32,034 42,924 97,512 125,738 114,750

China 21,825 30,733 49,758 44,405 57,082

Indonesia 26,956 69,132 10,788 42,308 14,326


3,313 4,100 3,364 11,639 13,565

Malaysia 4,255 6,192 8,196 8,988 8,762

Japan 2,997 2,864 3,188 3,318 5,110


Singapore 931 1,258 792 956 4,870

Myanmar 4,220 4,318 9,852 4,346 3,988

Table 42: Imports of Coffee, tea, maté and spices

Source: UN Comtrade







World 72,462 59,572 62,373 149,265 140,945

Pakistan 7,470 3,030 8,849 84,359 62,282

Japan 21,753 16,197 14,145 14,370 14,177

Myanmar 5,703 6,438 6,249 8,778 11,339


Netherlands 6,363 5,630 4,607 5,564 7,190

Indonesia 860 939 1,010 3,348 6,581

Cambodia 1,357 1,275 2,288 2,536 4,255

China 1,591 1,514 869 3,049 3,190

New Zealand 2,921 2,586 1,840 2,123 2,800

South Africa 288 291 120 195 1,914

Table 43: Exports of Coffee, tea, maté and spices

Source: UN Comtrade








World 422,551 590,761 717,534 827,789 877,114

China 228,457 262,705 280,613 350,533 483,996

Cambodia 68,385 180,161 260,241 285,928 205,951


32,884 53,652 78,460 106,029 91,530

Myanmar 32,642 29,278 34,928 15,354 14,902

Australia 7,661 12,547 13,398 10,797 12,600

Canada 10,003 8,346 6,114 6,554 10,298

Vietnam 2,877 4,814 8,230 6,235 8,436


India 3,112 2,677 4,062 4,850 7,841

Indonesia 4,795 6,458 2,996 7,501 6,594

Table 44: Imports of Edible vegetables and certain roots and tubers

Source: UN Comtrade







World 1,796,778 1,812,710 1,376,944 1,389,103 1,226,874

China 1,529,073 1,548,341 1,109,139 1,076,666 903,717

Japan 100,283 94,629 101,369 102,921 105,866

Malaysia 12,204 13,624 8,887 10,814 18,980

Taiwan 10,324 10,838 15,577 16,206 17,685


Vietnam 2,557 4,856 7,636 16,301 15,410

Singapore 11,875 12,541 11,692 11,527 12,388

Hong Kong 9,794 8,449 9,255 10,124 11,349

Myanmar 1,377 1,648 1,773 10,029 10,998

Iran, Islamic Republic of 4,630 6,666 7,413 9,288 10,646

Table 45: Exports of Edible vegetables and certain roots and tubers

Source: UN Comtrade








World 672,413 834,332 921,989 956,344 873,515

China 352,799 435,952 500,158 427,578 406,304

Vietnam 65,608 85,543 92,166 115,193 108,272


Indonesia 24,763 52,940 59,595 143,792 65,321

New Zealand 46,094 63,837 56,529 53,757 50,548

Australia 24,160 36,441 45,322 43,695 49,702

Chile 6,687 6,857 13,739 15,156 24,262

Peru 36,331 35,053 25,713 23,488 15,492

India 15,804 7,361 9,233 14,088 14,010

Japan 3,414 4,036 5,504 6,432 10,193

Table 46: Imports of Edible fruit and nuts; peel of citrus fruit or melons

Source: UN Comtrade







World 1,302,790 1,337,551 1,617,172 2,327,565 2,741,304

China 392,796 469,877 524,737 659,591 1,007,862

Vietnam 288,522 298,190 508,027 1,038,878 990,428

Hong Kong 273,815 218,148 197,525 179,446 237,706


Indonesia 73,170 49,337 59,163 87,306 65,684

Myanmar 16,050 32,973 35,306 35,703 56,457


Japan 21,740 18,536 19,037 21,514 26,482

Malaysia 8,678 10,063 10,576 16,408 18,299

United Arab Emirates 17,439 18,353 17,709 17,094 16,250

Table 47: Exports of Edible fruit and nuts; peel of citrus fruit or melons

Source: UN Comtrade








World 159,121 174,061 130,812 125,481 134,906

Australia 39,196 49,750 43,862 45,852 52,211

New Zealand 17,124 20,314 18,074 19,947 22,474

Japan 3,767 6,184 7,809 9,639 13,036

Germany 8,654 12,740 13,918 11,821 10,537

Argentina 2,830 5,491 10,414 10,377 10,094


Italy 5,245 3,789 4,695 4,668 4,849

Thailand 1,955 6,875 4,017 4,484 3,971

Hungary 358 207 654 163 2,322

Denmark 878 1,440 1,770 2,371 1,421

Table 48: Imports of Meat and edible meat offal

Source: UN Comtrade







World 687,479 695,325 707,654 801,972 1,041,253

Japan 181,289 261,577 308,375 390,735 387,420

Netherlands 188,062 147,540 104,308 97,261 195,280


China 140 264 177 15 62,145

Malaysia 9,639 15,158 34,971 56,343 60,193

Germany 36,959 35,275 36,304 39,250 58,926

Belgium 16,688 9,370 22,832 30,258 45,108

United Kingdom 39,410 42,316 31,840 25,452 34,321

Hong Kong 13,291 10,738 13,587 19,473 27,186

Myanmar 1,962 1,520 2,682 4,605 15,045

Table 49: Exports of Meat and edible meat offal

Source: UN Comtrade








World 2,530,348 2,305,388 2,742,724 3,220,611 3,525,216

India 101,815 131,751 182,673 269,486 336,317

China 286,545 296,950 349,257 319,839 308,049

Taiwan 246,149 199,138 247,566 252,903 257,398

Vietnam 144,731 183,767 199,998 210,066 249,330


Japan 182,401 160,504 137,195 160,516 225,372

Norway 115,956 106,583 141,619 157,171 170,458


Myanmar 26,186 20,777 81,935 124,659 140,516

Papua New Guinea 69,975 100,727 121,291 115,502 123,093

Table 50: Imports of Fish and crustaceans, molluscs and other aquatic invertebrates

Source: UN Comtrade







World 2,134,166 1,737,137 2,023,145 2,126,786 1,959,992

Japan 560,388 476,831 499,329 518,677 498,904


China 134,021 122,064 135,079 160,698 261,174

Viet Nam 128,571 108,933 190,219 206,013 120,062


Italy 132,599 93,206 105,767 99,156 94,031

Taiwan 44,212 37,551 37,375 75,045 70,618

Australia 63,185 47,301 51,818 56,862 67,916

Hong Kong 67,368 61,491 65,893 74,323 67,158

Malaysia 45,096 38,456 40,289 53,082 63,107

Table 51: Exports of Fish and crustaceans, molluscs and other aquatic invertebrates

Source: UN Comtrade



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Organic Food & Beverage Thailand Market Study

Documents

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