COMPETITIVE LANDSCAPE
Local players gain ground through use of local ingredients
Emerging local brands tracked under ‘others’, such as Tasty Herb, are rapidly gaining popularity in Thailand’s sweet spreads category, driven by their emphasis on highquality natural ingredients and the use of distinctive flavours inspired by local fruits, herbs and traditional Thai desserts. Tasty Herb has captured strong consumer attention with its creative and culturally resonant offerings, introducing unique variants such as mango sticky rice jam, sour orange and ginger jam, rose and lychee or raspberry blends, and rambutan jam - flavours that differentiate the brand from mainstream competitors and appeal to both adventurous eaters and those seeking nostalgic, Thai-inspired tastes.
Tasty Herb focuses on broad flavour array
Tasty Herb continues to expand its portfolio aggressively, developing an impressive selection of more than 400 flavours to keep consumers engaged, spark curiosity and cater to diverse palates. By consistently innovating and celebrating local ingredients and culinary heritage, Tasty Herb is strengthening its position as a standout player, attracting consumers who crave novelty as well as those who value authentic, traditional flavours presented in a modern and premium format.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet 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 Sweet 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 Sweet 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 Sweet Spreads in Thailand?
- Which are the leading brands in Sweet Spreads in Thailand?
- How are products distributed in Sweet 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 Sweet 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?
Sweet Spreads in Thailand - Category analysis
KEY DATA FINDINGS
At-home snacking and cleaner labels support sweet spreads growth in 2025
Jams and preserves continues to dominate sweet spreads in Thailand
Health trends boost honey and nut and seed based spreads
Persistent shift away from foodservice will support sweet spreads sales in forecast period
Functionality-based innovation anticipated for nut and seed based spreads
Brands likely to strengthen emotional connection with consumer base
Local players gain ground through use of local ingredients
Tasty Herb focuses on broad flavour array
Hypermarkets remain favourite stores for sweet spread purchases
Small local grocers rises as consumers become more cost conscious
Cooking Ingredients and Meals in Thailand - Industry Overview
Home cooking and value-seeking reshape demand in 2025
KEY DATA FINDINGS
Affordability as central concern for Thai consumers in 2025
Convenience trend supports sales of ready meals and recipe sauces
Prevailing health and wellness trends remain highly impactful
Forecast period to see further growth driven by convenient and affordable formats
Players likely to focus on differentiation and health positioning
Input costs and inflationary pressure remain challenges
Leading players benefit from high brand equity
Home-cooking trend drives growth for players in spreads and sauces
Hypermarkets attract cost-conscious consumers in 2025
Convenience demands drives growth in specific channels
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based 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 Sweet Spreads research and analysis database.
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