Tiparos brand is dominating Thai fish sauce market with 50% share. Find more at: https://www.di-onlinesurvey.com/

1. October 2015
STUDY ABOUT FISH SAUCE INDUSTRY IN
THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about fish sauce industry and
usage and attitude of Thailand.
 Methodology: Online survey
 Fieldwork time: 10 days (27/10/2015 to 6/11/2015)
 Sample size: N = 400
 Gender: Male & Female, who cook at home and use fish sauce
 Geography: nationwide

3. 2
KEY FINDINGS
• 97% use branded fish sauce
• Tiparos and Plameuk are the most well-known fish sauce brands in Thailand
• Point of sale is the main source of brand awareness
• Tiparos is dominating Thai fish sauce market with 50% share
• Easy to buy/wide coverage and trusted brand are decisive factors for
choosing a brand
• Magachef gains highest consumers’ satisfaction level while Plameuk owns
highest ratio of loyal consumers
• 39% buy fish sauce once/month and 55% of them spend $0.75-$1.25/time
• Supermarket is the channel where people buy fish sauce the most

4. 3
VIETNAM VS. THAILAND
• Most well-known brands: Nam Ngu (87%)
and Chin Su (84%)
• Leader of market: Nam Ngu (40%) (owned by
MASAN the biggest Vietnam public firm listed in Ho Chi Minh stock
exchange)
• Main source of brand awareness:
TV commercials
• Top criteria: Saltiness of fish sauce
• 85% satisfied with current brand
• 36% buy once/month
and 44% spend $1.25 - $2.25/time
• Usually buy at supermarket
• 63% assume their current brand is more
expensive than other brands
• Most well-known brands: Tiparos (93%)
and Plameuk (84%)
• Leader of market: Tiparos (50%) (owned by
TANG SANG HAH CO. LTD, the largest fish sauce in Thailand)
• Main source of brand awareness:
Point of sale
• Top criteria: easy to buy/wide coverage
• 90% satisfied with current brand
• 39% buy once/month
and 55% spend $0.75 - $1.25/time
• Usually buy at supermarket
• 27% assume their current brand is more
expensive than other brands

5. 4
Age
Living places Occupation
N = 400
38%
16%
38%
8%
Over 30
26-30
18-25
Under 18
49%
51%
Others
Bangkok
10%
2%
4%
5%
5%
6%
33%
36%
Others
Factory Worker
Job seeker/Retired
Housewife
Self-employed
Engineer/Doctor/Teacher
Officer
Student
50%
50%
Female
Male
Gender

6. 5
93% THAI INTERNET USERS ARE COOKING USUALLY AT HOME
N = 400
Do you often cook at home?
8% 9% 7%
11%
7%
93% 91% 93%
89%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes
No

7. 6
MOST THAI USE FISH SAUCE IN THEIR MEALS
Which of the following sauces do you usually use in your meal?
N = 372
24%
20%
67%
94%
Other
Chili sauce
Soya sauce
Fish sauce
Total
24%
17%
59%
90%
Under 18
28%
16%
67%
97%
18-25
24%
18%
58%
95%
26-30
20%
24%
73%
93%
Over 30
Soya sauce ranks 2nd with 67%

8. 7
97% 96% 98% 98%
3% 4% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18- 25 26-30 Over 30
Unbranded
Branded
97% USE BRANDED FISH SAUCE
Do you often cook at home?
If use fish sauce, what kind do you usually use?
N = 349

9. 8
TIPAROS( 93%) IS THE MOST POPULAR BRAND
FOLLOWED BY PLAMEUK (84%)
N = 349
Which fish sauce brands below are you aware of?
6%
9%
31%
9%
22%
28%
47%
44%
31%
84%
84%
Under 18
2%
8%
25%
20%
31%
48%
59%
51%
58%
83%
91%
18-25
3%
3%
23%
23%
23%
48%
55%
65%
71%
81%
98%
26-30
1%
9%
20%
36%
39%
67%
56%
67%
75%
86%
93%
Over 30
2%
8%
23%
26%
32%
54%
56%
59%
64%
84%
93%
None of these above
Bhorn-bhi-mon
Hoi-pao-hue
Choice
Ta-chung
magachef
Hoi-nang-rom
Hoi-lord
Kon-bak-kung
Plameuk
Tipparos
Total
Tiparos

10. 9
POINT OF SALE AND TVC ARE EFFECTIVE MARKETING CHANNELS
TO LEVERAGE BRAND AWARENESS
N = 400
How do you know these brands?
11%
3%
9%
9%
14%
30%
35%
43%
45%
67%
73%
Others
Sales person introduce the
brand to me
Free trial/sample
Facebook ads
Online ads
Newspaper/magazine ads
Out door ads
Friends/relative's introduce
the brand to me
See others use that brand
TV commercials
See the brand at point of
sale (supermarket,…
Total
13%
13%
6%
9%
9%
22%
9%
38%
59%
66%
66%
Under 18
10%
2%
10%
10%
18%
29%
40%
45%
56%
67%
72%
18-25
5%
3%
3%
6%
8%
27%
35%
42%
50%
66%
77%
26-30
14%
1%
9%
9%
12%
34%
35%
42%
27%
67%
73%
Over 30

11. 10
TIPAROS IS DOMINANT THAI MARKET WITH 50% SHARE
N = 349
Which fish sauce brand do you use the most?
1%
1%
4%
2%
5%
4%
6%
10%
18%
50%
Bangkok
4%
0%
1%
3%
4%
5%
5%
12%
18%
50%
Others
2%
0%
2%
3%
4%
5%
5%
11%
18%
50%
Others
Choice
Ta-chung
Hoi-pao-hue
Hoi-lord
Kon-bak-kung
Hoi-nang-rom
Magachef
Plameuk
Tipparos
Total
Tiparos

12. 11
TIPAROS OWNS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE IN THAI MARKET
N = 349
Which fish sauce brands below are you aware of?
Which fish sauce brand do you use the most?
93%
84%
64%
59%
56%
54%
32%
26%
23%
50%
17%
4% 5% 6%
10%
3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

13. 12
THERE IS NOT MUCH CHANGING IN MARKET SHARE OF EACH
BRAND OVER PAST 3 MONTHS
N = 349
Which fish sauce brand do you use the most in past 3 months?
Which fish sauce brand do you use the most nowadays?
50%
18%
11%
5% 5% 4%
3% 2% 2%
17%
10%
6%
4%
5%
3% 3%
0% 2%
0%
10%
20%
30%
40%
50%
60%
Past 3 months
Now

14. 13
Tiparos
Plameuk
Kon-bak-kung
Hoi-lordHoi-nang-rom
Magachef
TIPAROS LEAVES OTHER PLAYERS FAR BEHIND IN TERM OF
BRAND AWARENESS AND USAGE
N = 349
Which fish sauce brands below are you aware of?
Which fish sauce brand do you use the most?
Awareness
Usage
Low
Low High
High

15. 14
EASY TO BUY AND TRUSTED BRAND ARE MAIN CRITERIA
FOR CHOOSING A FISH SAUCE BRAND
N = 349
What are the reasons for choosing that brand?
6%
6%
7%
8%
9%
13%
14%
14%
20%
24%
27%
37%
57%
50%
61%
65%
Tiparos
12%
3%
9%
7%
12%
19%
17%
21%
16%
24%
40%
28%
62%
53%
52%
66%
Plameuk
6%
0%
0%
17%
14%
25%
14%
28%
14%
22%
50%
44%
25%
72%
56%
25%
Magachef
While Tipparos (65%) & Plameuk (66%) are chosen due to their wide coverage,
Magechef is appreciated for its saltiness
7%
5%
6%
8%
10%
15%
15%
16%
17%
25%
31%
36%
53%
53%
54%
57%
Others
Using traditional method
Many product lines for choosing
Using mordern technology
High protein level
Attractive packaging
Tasty fish flavor
Free of chemicals
Color of fish sauce is attractive
Friend/relative's suggest the brand
Made from 100% fish
Good/pleasant smell (not too…
Suitable price
The salty is just right
Trusted brand
Wide coverage, easy to buy
Total
The saltiness is just right
Good/pleasant smell

16. 15
How do you feel about your current fish sauce brand?
N = 349
90% FEEL SATISFIED WITH THEIR CURRENT FISH SAUCE BRAND
Magachef (44%) owns highest top box consumers’ satisfaction level
10%
14% 11%
58%
56%
48%
58%
32%
44%
38%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Magachef Plameuk Tipparos
Very satisfied
Satisfied
Neutral
Unsatisfied
Very unsatisfied
Tiparos

17. 16
What is your usage intention toward that brand?
N = 349
8% CONSUMERS ARE LOYAL WITH THEIR CURRENT BRAND
Plameuk (17%) owns highest level of consumers’ loyalty
44%
34%
41%
56%
17%
19%
17%
6%
30%
28%
35%
36%
8%
17%
7%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Plameuk Tipparos Magachef
I will buy at this brand
only
I will prioritize to buy at
this brand
I will buy at this website
parallel with other brand
I will continue buy at this
brand , but I will buy at
other in future
I will switch to other
brand
Tiparos

18. 17
What is your ability to introduce your current brand to other?
N = 349
64% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Magachef owns highest top box recommendation level
2% 3%
33%
22%
26%
37%
32%
33%
34%
30%
32%
44%
38%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Magachef Plameuk Tipparos
Definitely
recommend
Will recommend
Either recommend
or not
Will not
recommend
Definitely not
recommend
Tiparos

19. 18
How often do you usually buy fish sauce?
N = 349
39% BUY FISH SAUCE ONCE/MONTH
3%
0% 2%
6% 5%
12%
15% 11%
12% 12%
21%
12%
28% 21%
15%
39%
38%
29% 37% 51%
16%
12%
20%
13%
13%
5%
12%
6% 6%
4%4%
12%
4% 6%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Once/week
More than
once/week
2-3 times/month
Once/month
2 months/time
3 months/time
More than 3
months/time

20. 19
On average, how much do you spend on each time buying fish sauce?
N = 349
55% SPEND FROM $0.75 - $1.25 FOR BUYING FISH SAUCE PER TIME
5%
4%
3% 6%
6%
9%
0%
9% 12%
11%
11%
15%
8%
10%
15%
17%
12%
18%
13%
18%
20%
27%
22%
19%
17%
35%
42%
37%
40%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
$0.75 - $1
$1.1 - $1.25
$1.26 - $1.5
$1.51 - $2.5
$2.51 - $3.5
$3.51 - $5
Over $5

21. 20
What is your opinion about your current brand’s price in comparing with other brands?
N = 349
47% ASSUME THAT THEIR CURRENT BRAND’S PRICE
IS THE SAME AS OTHERS
83% users evaluate that Magachef is more expensive than competitors
3% 2% 5%
6% 7%
5%
16% 17%
21%
47%
53%
52%
17%
22%
19%
16%
51%
4%
1% 2%
26%
1%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Tipparos Plameuk Magachef
Higher than other 20-25%
Higher than other 10%-20%
Higher than other 5-10%
The same
Lower than other 5-10%
Lower than other 10%-20%
Lower than other 20%-25%
Tiparos

22. 21
Where do you usually buy fish sauce?
N = 349
81% BUY FISH SAUCE AT SUPER MARTKET
81%
65%
80%
79%
85%
44%
50%
54%
38%
35%36%
38%
46%
25%
35%
46%
43%
35%
26%
5%
8%
6%
4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Under 18 18-25 26-30 Over 30
Super market
Convenient store
Grocery store
Wet market
Others

23. 22
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 92-282 7992

24. 23
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

25. 24