1/5 Thai consume yogurt daily. Find more at: http://www.di-onlinesurvey.com/

1. July 2015
STUDY ABOUT YOGURT USAGE IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about usage and behavior of Thai
consumers toward yogurt.
 Methodology: Online survey
 Fieldwork time: 11 days (18/06/2015 to 28/06/2015)
 Sample size: N = 822
 Gender: Male and Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• 1/5 Thai consume yogurt daily
• Dutchmill, Activia and Meiji are most well-know yogurt brands Thailand
• Point of sales and TVC are main sources of brand awareness
• Dutchmill is dominant yogurt market in Thailand with 41% market share
• 42% Thai buy yogurt 2-3 times/month and usually buy at grocery stores
• More than a half spend $1-$2.99/time for buying yogurt
• Thai prefer yogurt with fruit flavor the most
• Good flavor is the main reason for choosing a yogurt brand
• Add more nutrition and flavor are things that producer could do to encourage Thai
consume more yogurt

4. 3
VIETNAM VS. THAILAND
• Most well-known brand: Vinamilk, TH
True Milk & Dutch Lady
• Leader of market: Vinamilk
• Main source of brand awareness:
TVC and point of sales
• Usage frequency: 1/3 consume daily
• Spending: over a half spend $1-
$3.99/time
• Favorite flavor: Aloe Vera
• Most well-known brand: Dutchmill,
Activia & Meiji
• Leader of market: Dutchmill
• Main source of brand awareness:
point of sales & TVC
• Usage frequency: 1/5 consume daily
• Spending: over a half spend $1-
$2.99/time
• Favorite flavor: fruit

5. 4
Age Gender
Living places Occupation
N= 822
9%
33%
16%
42%
Under 18
18-25
26-30
Over 30
15%
85%
Male
Female
47%
53%
Others
Bangkok
2%
2%
3%
5%
6%
13%
30%
38%
Factory Worker
Job seeker/Retired
Housewife
Engineer/Doctor/Teacher
Self-employed
Others
Student
Office worker

6. 55
YOGURT USAGE INCIDIENCE
N= 822
Which products below have you consumed last month?
32%
36%
45%
53%
63%
66%
78%
85%
Cheese
Cookie
Bottled green tea
Fast food
Soft drink
Snack
Milk
Yogurt

7. 66
15% 17%
13% 9%
20%
85% 83%
88% 91%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Eating Yogurt
Drinking yogurt
MOST THAI PREFER EATING YOGURT
N= 696
which type of yogurt do you mostly consume?

8. 77
9% 7% 9% 12%
8%
16%
8%
15%
16%
19%
32%
27%
34% 28%
33%
14%
24%
16%
16% 9%
20%
14%
15% 22% 24%
9%
20%
11%
7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than once/day
Once/day
4-6 times/week
2-3 times/week
Once/week
Less than once/ week
1/3 THAI CONSUME YOGURT 2-3 TIMES/WEEK
N= 696
How often do you consume yogurt?
1/5 under 18 group consume yogurt more than once per day

9. 8
In what purposes to you use yogurt for?
N= 696
GOOD FOR DIGESTION IS THE MAIN PURPOSES FOR CONSUME
YOGURT
2%
3%
4%
8%
19%
29%
32%
35%
36%
81%
Gain weight
Gain height
Others
Serve the thirst
As a habit
Good for body shape
For better skin
As vitamin and minerals
supplement
Serve the hunger
Good for digestion
Total
2%
15%
12%
20%
22%
29%
39%
49%
34%
68%
Under 18
2%
5%
3%
11%
25%
38%
42%
40%
51%
82%
18-25
2%
0%
1%
4%
16%
24%
28%
31%
38%
80%
26-30
1%
0%
3%
4%
16%
23%
23%
30%
23%
84%
Over 30
Surprisingly, to serve the hunger is the 2nd reason for consume yogurt

10. 9
Which brands of yogurt below are you aware of?
N= 696
DUTCHMILL, ACTIVIA AND MEIJI ARE MOST WELL-KNOWN
YOGURT BRANDS IN THAILAND
6%
13%
15%
23%
41%
57%
63%
74%
87%
91%
Other
Yolida
Chitralada
Dairy Home
Richesse
Bio
Foremost
Meiji
Activia
Dutchmill
Total
5%
15%
16%
28%
48%
60%
66%
75%
88%
92%
Bangkok
8%
10%
14%
16%
34%
53%
60%
72%
86%
90%
Others

11. 10
How do you know about those brands?
N= 696
POINT OF SALES AND TVC ARE MAIN SOURCES
OF BRAND AWARENESS
3%
4%
5%
26%
27%
28%
32%
40%
42%
77%
79%
I got it as promotion gift from
other products
Sale person introduce at the
selling place
Others
Ads on newspaper/magazine
Facebook Ads
Friends /family
recommendation
Online Ads (Website, forums….)
Outdoor ads (banner,
bilboard,…)
I saw many people eat that
yogurt brand
TV commercials
See the brand at point of sales
Total
8%
2%
12%
31%
44%
51%
42%
54%
39%
76%
75%
Under 18
4%
5%
6%
29%
30%
31%
38%
41%
50%
80%
79%
18-25
3%
1%
3%
22%
28%
28%
29%
41%
40%
76%
78%
26-30
2%
4%
3%
24%
22%
20%
26%
36%
38%
76%
80%
Over 30

12. 11
N= 696
Which brand of yogurt do you consume the most frequent?
DUTCHMILL IS THE LEADER WITH 41% MARKET SHARE.
FOLLOWING BY ACTIVIA AND MEIJI WITH 31% AND 12% RESPECTIVELY
1%
2%
2%
2%
3%
3%
3%
12%
31%
41%
Chitralada
Yolida
Others
Richesse
Dairy Home
Foremost
Bio
Meiji
Activia
Dutchmill
Total
1%
2%
3%
3%
4%
2%
3%
12%
28%
40%
Bangkok
0%
1%
2%
1%
1%
4%
3%
12%
34%
43%
Others

13. 12
Which brand of yogurt do you consume the most frequent?
N= 696
UNDER 18 GROUP PREFER DUTCHMILL THE MOST WITH
MORE THAN A HALF ARE CONSUMING THIS BRAND
2% 3% 3% 1%
3%
3%
4%
1%
3%
3%
2%
3%
3%
3%
12%
8%
11%
12%
13%
31%
29%
30%
31%
31%
41%
53%
41%
47%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Dutchmill
Activia
Meiji
Bio
Foremost
Dairy Home
Richesse
Others
Yolida
Chitralada

14. 13
N= 696
Which brands of yogurt below are you aware of?
Which brand of yogurt do you consume the most frequent?
DUTCHMILL OWNS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE IN THAILAND
91%
87%
74%
63%
57%
41%
23%
15%
13%
6%
41%
31%
12%
3% 3% 2% 3%
1% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dutchmill Activia Meiji Foremost Bio Richesse Dairy
Home
Chitralada Yolida Others
Awareness Usage

15. 14
N= 696
DUTCHMILL AND ACTIVIA CREATE A BIG GAP WITH OTHER PLAYERS
IN THAI YOGURT MARKET
Dutchmill
Activia
Meiji
ForemostBioRichesseDairy Home
Usage
Awareness
Low
Low
High
High
Which brands of yogurt below are you aware of?
Which brand of yogurt do you consume the most frequent?

16. 15
N= 696
What are reasons for choosing that yogurt brand?
FLAVOR IS THE MAIN REASON FOR CHOOSING THE BRAND
Dutchmill is highly appreciated for its variety of flavor
2%
3%
4%
4%
6%
10%
13%
15%
17%
21%
33%
38%
46%
77%
Foreign brand
My favorite ceblerity represent that
brand
Thai brand
Love the the advertising
Variety of package type ( pack, cup,
bowl)
Have unique feature ( collagen,
biotic)
Nice packaging
For many types of consumers (diet,
children)
More nutritious than other brands
Frequently have good sales and
promotion
Trusted brand
Good price
Variety of flavor
Good flavor
Total
1%
3%
6%
5%
8%
8%
12%
19%
10%
25%
35%
46%
60%
75%
Dutchmill
3%
4%
1%
5%
6%
12%
17%
11%
22%
22%
36%
28%
40%
78%
Activia
1%
4%
4%
2%
5%
17%
11%
13%
17%
18%
27%
42%
35%
76%
Meiji

17. 16
What is your most favorite flavor of yogurt?
N= 696
THAI PREFER FRUIT FLAVOR THE MOST
7%
10% 8%
3%
7%
7% 3% 8%
9%
7%
15% 14%
16%
19% 12%
28%
24%
25% 31%
30%
42%
47%
41% 38%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Fruit
Original flavor ( only sweeten)
Less sugar
Sugar free
Made from pure fresh milk
Others
Alo Vera

18. 17
How often do you buy yogurt?
N= 696
42% THAI BUY YOGURT 2-3 TIMES/MONTH
1/3 under 18 group buy yogurt more than once/week
5% 2% 5% 8%
4%
8%
7%
8%
9%
8%
42%
46%
52%
39%
34%
28%
14%
20%
28%
37%
17%
32%
15% 16% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
More than once/week
Once/week
2-3 times/months
Once/month
More than one
month/time

19. 18
On average, how much do you spend on each time you buy yogurt?
N= 696
54% THAI SPEND $1 - $2.99 FOR BUYING YOGURT EACH TIME
14% 14%
19% 17%
9%
35%
41%
38%
32%
34%
19%
27%
20%
13%
20%
17%
8%
11%
18%
23%
9%
4% 7%
12%
9%
6% 6% 6% 7% 5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Over $5
Over $4 to $5
Over$3 to $3.99
Over $2 to $2.99
From $1 to $1.99
Less than $1

20. 19
Where do you usually buy yogurt?
N= 696
THAI USUALLY BUY YOGURT AT GROCERY STORES
AND SUPER MARKET
Grocery stores (86%)
• Under 18: 90%
• 18-25: 92%
• 26- 30: 87%
• Over 30: 80%
Wet market (28%)
• Under 18: 49%
• 18-25: 39%
• 26- 30: 28%
• Over 30: 16%
Super market (73%)
• Under 18: 59%
• 18-25: 73%
• 26- 30: 73%
• Over 30: 76%

21. 20
What origins of yogurt you care about ?
N= 696
BULGARIA IS THE COUNTRY THAT THAI CARE THE MOST
56%
39%
63%
59%
51%50%
58%
51%
47%
49%
14%
27%
21%
10%
8%
10%
12% 13%
10%
7%7%
8%
11%
7%
4%
11%
7%
11% 10%
12%
8%
20%
6% 6%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Total Under 18 18-25 26-30 Over 30
Bulgaria Thailand USA Germany France Russia I don’t care Others

22. 21
What criteria could make you consume more yogurt?
N= 696
ADD MORE NUTRITION AND FLAVOR ARE THINGS THAT PRODUCER
COULD DO TO ENCOURAGE THAI CONSUME YOGURT MORE
4%
7%
19%
22%
23%
45%
66%
67%
My favorite ceblerity represents
that brand
Others
More variable in package size
Longer preserving date
More attracting package
Lower price
More flavors of yogurt
Add in nutrition ( Omega3,
vitamin, minerals etc.)
Total
5%
8%
20%
15%
24%
41%
68%
78%
Under 18
8%
9%
18%
24%
32%
50%
68%
66%
18-25
3%
6%
17%
24%
22%
43%
62%
66%
26-30
1%
6%
20%
20%
17%
42%
64%
66%
Over 30

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: +66 092-282 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