Pepsi-Cola (Thai) Trading Co Ltd, the producer and distributor of Lay’s potato chips, is gearing up to capitalize on the Thai snack market, which is projected to grow by 2-4% this year. A report from the Kasikorn Research Center (K-Research) indicates that the snack industry in Thailand is expected to reach a value of 50.4 billion baht in 2025, reflecting a 2% increase from 2024, though this is a decline from the previously anticipated 6% growth for the coming year.
Chonlakorn Apichattham, the marketing director for Pepsi-Cola (Thai) Trading, confirmed that the company anticipates market growth to be consistent with K-Research’s forecast of 2-4%. Notably, fried potato snacks currently represent a third of the Thai snack market.
Ms. Chonlakorn remarked that prevailing economic challenges could lead consumers to become more budget-conscious, increasing their demand for products that offer enhanced value. In response, Lay’s is committed to emphasizing product value and has increased its product volumes since last year.
The company has identified Generation Z as a key demographic, focusing on flavor variety and promotions to attract these younger consumers. To mark its 30th anniversary, Lay’s plans to launch a marketing campaign that will showcase classic flavors, including salted egg.
Moreover, the recovery of Thai tourism is anticipated to boost the company’s growth this year. With strategic marketing efforts, efficient cost management, and the resurgence of tourism, Ms. Chonlakorn believes Lay’s sales growth will surpass the overall market growth rate.
