Welcome to
Brand Footprint
Thailand 2025
The latest projections from the World Bank and similar institutions indicate a decrease in Thailand's GDP growth forecast for 2025. As a consequence, achieving brand growth will become increasingly challenging.
Nevertheless, in the midst of these difficult times, we continue to identify FMCG brands that are successfully capturing more consumer choices. A significant number of these growing brands have achieved higher shopper penetration in the last year, meaning that a larger percentage of the population has purchased their products at least once. In fact, this is a trend that we have observed in more than 50 countries.
Each year, our Brand Footprint report highlights Thailand’s most chosen brands, and seeks to identify the key success factors they have in common. Our analysis has revealed that the winning brands in 2024 managed to secure more consumer choices by excelling in one or more of five key areas that drive growth in Consumer Reach Points (CRPs).
These are targeting more consumers, increasing usage occasions, enhancing their presence, expanding into new categories, and addressing new consumer needs.
