Makro, a leading wholesaler under CP AXTRA Plc, is taking a bold step forward in food retail by significantly expanding its Own Brand product portfolio. With a strong emphasis on consumer-focused innovation, the company aims to redefine how value, quality, and experience intersect in Thailand’s food market—and eventually, across global markets.
“At Makro, we’re not just selling goods—we’re aiming to inspire how people eat, cook, and shop,” said Tanit Chearavanont, CEO of Makro Thailand and Group Chief Commercial Officer of CP AXTRA. “By developing Own Brands that reflect modern lifestyles and emerging trends, we’re providing practical solutions for both consumers and food entrepreneurs.”
To keep pace with shifting consumer preferences—especially the rising demand for affordable, high-quality ready-to-eat and ready-to-cook products—Makro is expanding its selection of chilled, frozen, and ambient food items under its own labels. These products are developed in collaboration with top Thai and international partners, including celebrated chefs, to ensure excellence in taste and convenience.
“We’re seeing more consumers cooking at home, driven by lifestyle changes and a desire for better value,” Tanit added. “Every item in our range is carefully curated by our culinary team to ensure it’s not only convenient but genuinely delicious.”
Makro is also enhancing the in-store experience with signature product lines such as the Chef Series, which features rotisserie chicken developed by Chef Willment, and soft serve ice cream designed to add a fun, engaging element to shopping trips.
“It’s essential for us to understand the unique needs of both entrepreneurs and everyday shoppers,” said Tanit. “Our product development is driven by that understanding.”
Makro’s established house brands include:
- ARO, offering a wide array of food and non-food items
- Savepack, tailored for the hospitality industry, including hotels, restaurants, and cafés
- Petz Friend, focused on pet care products
Additionally, Makro offers a curated selection of exclusive international brands, such as Barilla pasta from Italy, Cuckoo rice cookers from Korea, and Carbonell oils and vinegars from Spain.
Currently, these combined brands contribute 18.5% of Makro’s total sales—with 15.3% coming from in-house brands and 3% from exclusive imports. The company aims to increase the own-brand share to 25% by 2027.
“Our vision is to lead the market with brands that customers know, trust, and love,” said Tanit. “Whether it’s a food startup sourcing ingredients or a family planning dinner, we want Makro to be their go-to destination.”
Makro’s ambitions extend beyond Thailand. The company already exports its products to Malaysia, Myanmar, Singapore, Vietnam, and Hong Kong, and plans to enter China, South Korea, and Australia as it scales its international strategy.
