Thailand Brand Footprint Awards 2024

Decoding Brand Choices in Thailand

Kantar has revealed the brand winners from the Thailand Brand Footprint Awards 2024. Kantar's analysis of consumer behaviour in 62 markets globally, representing 76% of the global population and 86% of global GDP, examined over 590 Fast-Moving Consumer Goods (FMCG) brands and 400 beauty brands in Thailand to highlight how successful brands have recruited shoppers in an environment where less costs more. These brands have managed to create strong functional and emotional connections, making themselves mentally available and physically unavoidable, seamlessly integrating across all consumer touchpoints.

The Brand Footprint is Kantar’s annual ranking of the most chosen FMCG brands worldwide from its Worldpanel division. It employs a unique metric known as Consumer Reach Points (CRP) to measure and compare the success of brands across different markets and regions. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and consumer choice to provide a holistic view of brand performance. 2024 is the 12^th edition. 

Thailand Brand Footprint Awards 2024 Winners

The awards are categorised into four categories:

1. Most Chosen Brands: This award recognises the brands that consumers choose to buy the most, measured by the highest CRPs.
2. Top Outstanding Brands: This award acknowledges outstanding dark horse brands that have demonstrated exceptional performance.
3. Top Outstanding Retailer: This award recognises the most outstanding retailer in the market.
4. Top Outstanding Manufacturer: This award recognises the most outstanding manufacturer in the market.

The awards cover six FMCG product sectors, including Packaged Food, Beverages, Dairy Products, Home Care, Personal Care, and Beauty, as well as Retailers and Manufacturers.

Most Chosen Brands

• Mama – 165 million CRPs (Food)
• Nescafé - 145 million CRPs (Beverages)
• Colgate - 84 million CRPs (Personal Care)
• Hygiene - 111 million CRPs (Home Care)
• Garnier – 40 million CRPs (Beauty)
• Maybelline – 9 million CRPs (Make-up)
• Dutch Mill - 139 million CRPs (Dairy)
• Lactasoy – 66 million CRPs (Plant-based Beverage)

Top Outstanding Brands

The following brands have been recognised as the Top Outstanding Brands of 2023, based on consumer behaviour insights. The data indicates a growing consumer focus on holistic well-being, which is evident in categories such as Sport & Energy Drinks. While the overall beverage sector is in decline, the Sport & Energy Drink category has still managed to achieve the highest penetration growth within the sector. In the dairy sector, Plant-based beverages stand out the most, demonstrating growth in sales while maintaining their penetration. The following brands have achieved significant growth in CRPs.

• Merrezca - 2 million CRPs (Make-up - First-time reach of 2 million CRPs)
• Clear Nose - 7 million CRPs, increased by 4 million CRPs. (The highest CRP growth in the Skin-care category)
• Koh-Kae – 33 million CRPs, increased by 7 million CRPs. (The highest CRP growth in the Food sector)
• Panomrung – 5 million CRPs, increased by 1 million CRPs (The highest CRP growth in the Rice category)
• Ready – 7 million CRPs, increased by 1 million CRPs (The highest CRP growth in the Sport & Energy Drink category)
• Tofusan – 5 million CRPs, increased by 2 million CRPs (The highest CRP growth in the Plant-based Beverage category)

Top Outstanding Retailer 

In the highly competitive beauty market, where purchasing channels encompass both online and offline platforms, local beauty stores have become essential for consumers. 

• Eveandboy – 2 million CRPs (The most chosen beauty store)

Top Outstanding Manufacturer

The pet market is booming, driven by the trend of ‘pet humanisation’.

• Perfect Companion Group – 14 million CRPs (The most chosen manufacturer in the Pet food category)