PROSPECTS AND OPPORTUNITIES
Private label opportunities at opposite polars to the premiumisation trend
The market for butter and spreads in Thailand is set to see fairly modest growth in retail volume terms in 2025, continuing the trend of the previous year. While the majority of butter and margarine brands focus on premiumisation strategies, private label products could find a new space by crafting and promoting affordable lines.
Rising health consciousness calls for innovation
Thais in the upper-middle income group are increasingly looking for products that deliver value beyond immediate pleasure and taste. This is due to stronger awareness about health risks associated with fat intake and cholesterol build up, leading to long-term illnesses.
Convenience store retailers can help encourage butter consumption
Butter is increasingly popular in Gen Z and Millennial food culture. By increasing their presence in convenience stores, brands could find opportunities to offer new packaging formats and pricing points to meet the needs of these younger demographics.
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Overview:
Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Butter and Spreads industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Butter and Spreads in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Butter and Spreads in Thailand?
- Which are the leading brands in Butter and Spreads in Thailand?
- How are products distributed in Butter and Spreads in Thailand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Butter and Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Thailand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Butter and Spreads in Thailand - Category analysis
KEY DATA FINDINGS
Premiumisation trend evolves as consumers seek products with higher quality and flavour
Margarine brands adopt very different strategies
Supermarkets and hypermarkets dominate whilst butter gains traction via e-commerce retailers
Private label opportunities at opposite polars to the premiumisation trend
Rising health consciousness calls for innovation
Convenience store retailers can help encourage butter consumption
Dairy Products and Alternatives in Thailand - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Butter and Spreads
- Butter
- Cooking Fats
- Margarine and Spreads
Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Butter and Spreads research and analysis database.
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