Background & Purpose

According to Euromonitor International’s 2020 report, healthy living has become a top priority for today’s consumers. As the emerging trend of active and healthy living has become widespread, consumers are becoming more health-conscious and exploring fitness pursuits. We observe a growing segment of the Thai population expressing an interest for products that offer nutritional value and convenience, contributing to the heightened demand for powder protein. This presents a significant opportunity for businesses to cater to the increasing consumer demand for health-focused products, particularly in the protein powder and sports nutrition segments.

As part of GLOBAL ANGLE’s comprehensive research on the global FMCG markets, this case study focuses on Thailand’s powder protein market and provides an analysis of its competitive landscape, products, distributions and retails, elaborating with local fitness environment/trends.

Project Scope & Research Process

  • Conduct desk research on the competitor brands, products, the industry trend, and distribution in Thailand
  • Conduct desk research on people’s fitness habits and trends as well as some consumer interviews to understand the target audience
  • Conduct interviews to manufacturers, retailers, and distributors in order to understand major brands’ distribution / marketing strategies
  • Analyse the results of the interviews to propose the target consumers and market entry strategies

Deliverables

Exercise habits analysis

Exercise habits analysis

When Thai people were asked about the regular exercises they do at least once a week, the most common answers were walking (44%), running (20%), playing soccer (10%), cycling (7%) and aerobics (5%). Approximately 80% of the population exercise or play sports, with the most common places to do so being at home or in parks and gyms.

 

User ProfileUser Profile

From our profiles, we found that users consume powder protein for the purpose of building muscles managing weight, and they usually take it upon waking up, after exercising, and before bedtime.

 

Market Share by product typeMarket Share by product type

Between whey and soy proteins, whey protein accounts for 69% of market share. It is especially popular among active users who aim to build muscle, and there is a high demand for quality and more effective whey protein products.

 

Product comparisonProduct comparison

Most popular powder protein products have a protein content of 50g-90g per 100g and are in the price range of 170-300 TBH per 100g.

Among the major brands in the market, Mega We Care has the largest market share and they offer high-priced, high protein products. Musashi offers high protein products aimed at athletes at a wide price range, and My Whey offers relatively low-priced, low-protein products aimed at light users.