Cooking oil usage in Thailand

STUDY ABOUT COOKING OIL
CONSUMPTION OF THAI
BY DI-MARKETING (www.di-onlinesurvey.com)

2
SCOPE OF WORK
 The survey was conducted to study about cooking oil
consumption of Thai.
 Methodology: Online survey
 Fieldwork time: 11 days (15/9/2015 to 25/9/2015)
 Sample size: N = 400
 Target respondent: Male/Female who usually cook at home
 Geography: Nationwide

3
KEY FINDINGS
• Morakot, Angoon and Cook are top 3 most well-known brands
• Point of sale and TVC are effective marketing channels to leverage brand
awareness
• Angoon and Morakot are market leaders with 27% and 22% share respectively
• In past 3 months, Jade performed well since it gains more 2% market share
• Price, loved by family members and made from natural ingredients are top
criteria for choosing cooking oil brands
• Overall, 81% consumers feel satisfied with their current brands
• 60% will recommend their current brands to others
• People usually buy cooking oil once/month and send $1-$4 per time
• Super market is the ideal place for buying cooking oil
• Soy oil and vegetable oil are used the most

4
VIETNAM VS. THAILAND
• Most well-known brands: Neptune,
Truong An and Meizan
• Leader of market: Neptune
• Main source of brand awareness: TVC
and point of sales
• Top criteria: good for heart
• 81% satisfied with current brand
• 38% buy once/month and 47% spend
$1-$4/time
• Usually buy at grocery store
• Soy and vegetable oil are preferred
the most
• Most well-known brands: Morakot,
Angoon and Cook
• Leader of market: Angoon
• Main source of brand awareness: Point
of sales and TVC
• Top criteria: price
• 81% satisfied with current brand
• 35% buy once/month and 70% spend
$1-$4/time
• Usually buy at supermarket
• Soy and vegetable oil are preferred the
most

5
What is your age group?
N=400
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
6%
34%
16%
45%
Under 18
18-25
26-30
Over 30
50%
50%
Male
Female
51%
49%
Others
Bangkok
13%
2%
3%
5%
6%
8%
26%
39%
Others
Factory Worker
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Housewife
Student
Officer

6
MORAKOT, ANGOON AND COOK ARE TOP 3 MOST POPULAR
COOKING BRANDS NATIONWIDE
What cooking oil brands are you aware of?
N=400
6%
9%
11%
18%
24%
60%
69%
74%
80%
83%
84%
87%
88%
Bertolli
Parisut
Golden Drop
Mazola
Naturel
King
Tubtim
Waew
Jade
Oleene
Cook
Angoon
Morakot
Total
6%
9%
10%
21%
27%
66%
66%
73%
79%
82%
84%
89%
88%
Bangkok
5%
8%
11%
15%
21%
53%
70%
74%
81%
83%
84%
85%
88%
Others

7
MORAKOT IS THE MOST WELL-KNOWN COOKING OIL BRAND
ACROSS ALL AGE GROUP
6%
9%
11%
18%
24%
60%
69%
74%
80%
83%
84%
87%
88%
Bertolli
Parisut
Golden Drop
Mazola
Naturel
King
Tubtim
Waew
Jade
Oleene
Cook
Angoon
Morakot
Total
8%
12%
8%
20%
8%
16%
72%
64%
64%
80%
76%
84%
80%
Under 18
7%
10%
12%
13%
20%
54%
70%
81%
82%
87%
85%
85%
93%
18-25
6%
11%
10%
19%
29%
55%
73%
74%
89%
87%
85%
89%
92%
26-30
4%
6%
10%
21%
28%
72%
65%
69%
78%
79%
84%
88%
84%
Over 30
N=400

8
POINT OF SALE AND TVC ARE THE EFFECTIVE MARKETING
CHANNELS TO LEVERAGE BRAND AWARENESS
How do you know about those cooking oil brands?
7%
3%
3%
18%
24%
39%
41%
45%
71%
78%
Others
Free trial sample
Sale person introduce
brand to me
Online Ads
Facebook ads
Outdoor ads (banner,
bilboard,…)
Ads on
newspaper/magazine
Friends /family
recommendation
TV commercials
Point of sale
Total
16%
0%
0%
4%
4%
20%
24%
48%
48%
64%
Under 18
6%
2%
4%
22%
27%
38%
42%
51%
75%
78%
18-25
10%
3%
5%
16%
32%
48%
44%
47%
66%
82%
26-30
6%
3%
4%
17%
21%
38%
41%
39%
72%
78%
Over 30
N=400

9
ANGOON IS THE MARKET LEADER WITH 27% SHARE
FOLLOWING BY MORAKOT WITH 22%
In present, what cooking oil brand do you most frequently use?
4%
1%
1%
1%
4%
5%
7%
8%
9%
12%
22%
27%
Others
Golden Drop
Waew
Mazola
Naturel
King
Jade
Tubtim
Oleene
Cook
Morakot
Angoon
Total
6%
1%
1%
2%
2%
7%
5%
9%
10%
13%
19%
26%
Bangkok
3%
1%
1%
1%
6%
4%
8%
7%
7%
10%
24%
27%
Others
N=400

10
4%
2%
1%
2%
5%
8%
5%
8%
6%
15%
18%
27%
Over 30
AGAIN, ANGOON IS PREFERRED THE MOST
ACROSS AGE GROUPS
18-25 group uses Morakot cooking oil brand the most
4%
1%
1%
1%
4%
5%
7%
8%
9%
12%
22%
27%
Others
Golden Drop
Waew
Mazola
Naturel
King
Jade
Tubtim
Oleene
Cook
Morakot
Angoon
Total
8%
0%
4%
0%
0%
0%
8%
12%
12%
4%
16%
36%
Under 18
3%
0%
1%
1%
4%
4%
8%
7%
9%
10%
28%
26%
18-25
5%
2%
0%
2%
2%
3%
8%
8%
15%
11%
23%
23%
26-30
N=400

11
MORAKOT AND ANGOON GAIN HIGHEST BRAND AWARENESS
AS WELL AS MARKET SHARE
88% 87%
84% 83%
80%
74%
69%
60%
24%
18%
11%
9%
6%
22%
27%
12%
9%
7%
1%
8%
5% 4%
1% 1%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage
N=400

12
ANGOON AND MORAKOT CREATE A BIG GAP WITH OTHER
PLAYERS IN TERM OF BRAND AWARENESS AND USAGE
Morakot
Angoon
Cook
Oleene
Jade
Tubtim
King
Naturel
Awareness
Usage
Low High
High
Low
N=400

13
27%
22%
12%
9%
8%
7%
5%
4%
1% 1% 1%
4%
28%
22%
13%
8%
8%
5%
6%
4%
1% 1%
2%
3%
0%
5%
10%
15%
20%
25%
30%
Angoon Morakot Cook Oleene Tubtim Jade King Naturel Mazola Golden
Drop
Waew Others
Nowadays
P3M
OVER PAST 3 MONTHS, JADE PERFORMS WELL SINCE IT
GAINS 2% MORE MARKET SHARE FROM OTHER BRANDS
What cooking oil brand are you in past 3 months?
1.3%
-0.8%
-0.3%
-1.0%
0.8%
-0.5%
1.8%
-1.0%
0.3%
0.3%
0.3%
-0.8%
Others
Angoon
Morakot
Cook
Oleene
Tubtim
Jade
King
Naturel
Mazola
Golden Drop
Waew
Net Win/Loss
N=400

14
PRICE, LOVED BY FAMILY MEMBERS AND MADE FROM NATURAL
INGREDIENTS ARE TOP CRITERIA FOR CHOOSING A BRAND
What are the reasons why do you choose that brand?
1%
4%
5%
5%
6%
9%
11%
15%
17%
19%
24%
25%
28%
32%
41%
47%
My favorite ceblerity represent that brand
Others
Friends Recmmendation
Variety of package type ( pack, cup, bowl)
Have antioxidant ingredients
Nice packaging
Good for digestion
Many people use this brand
Add in vitamins and nutrition
Good for heart
Frequently have good sales and promotion
Low level of cholesterol
Popular Brand
Made from natural ingredients
My housband/family love that brand
Good price
Total
N=400
My husband/family love that brand

15
ANGOON = LOVED BY FAMILY MEMBERS + POPULAR BRAND
MORAKOT = GOOD PRICE + LOVED BY FAMILY MEMBERS
0%
4%
5%
7%
6%
10%
7%
13%
19%
17%
21%
26%
36%
34%
55%
36%
My favorite ceblerity represent…
Others
Variety of package type ( pack, cup,…
Nice packaging
Good for digestion
Good for heart
Frequently have good sales and…
Popular Brand
Good price
Angoon
1%
1%
5%
3%
5%
9%
11%
20%
10%
11%
26%
17%
30%
29%
41%
55%
My favorite ceblerity represent that…
Others
Nice packaging
Good for digestion
Good for heart
Popular Brand
Good price
Morakot
N=107 N=87
My husband/family love that brand My husband/family love that brand

16
COOK = LOVED BY FAMILY MEMBERS + GOOD PRICE
OLEENE = GOOD PRICE + PROMOTION
0%
9%
6%
6%
0%
6%
4%
30%
21%
11%
11%
28%
38%
38%
53%
40%
My favorite ceblerity represent…
Others
Nice packaging
Good for digestion
Good for heart
Popular Brand
Good price
Cook
0%
3%
3%
6%
3%
12%
6%
21%
15%
15%
44%
15%
21%
24%
35%
71%
Others
Nice packaging
Good for digestion
Good for heart
Popular Brand
Good price
Oleene
N=47 N=34

17
TUBTIM = GOOD PRICE + PROMOTION
JADE = GOOD PRICE
0%
3%
3%
6%
0%
6%
3%
0%
13%
6%
45%
10%
10%
26%
23%
81%
Others
Nice packaging
Good for digestion
Good for heart
Popular Brand
Good price
Tubtim
4%
4%
7%
11%
4%
11%
22%
15%
11%
7%
37%
22%
37%
30%
33%
74%
Others
Nice packaging
Good for digestion
Good for heart
Popular Brand
Good price
Jade
N=31 N=30

18
OVERALL, 81% USERS FEEL SATISFIED WITH
THEIR COOKLING OIL BRANDS
Overall, What is your satisfaction level with your current cooking oil brand?
Oleene and Marakot have highest level of top box consumers’ satisfaction with 32%
1% 1% 2%
18%
24%
20% 16% 19%
19% 26%
51% 44%
48% 52%
56%
57%
65%
30% 32% 32% 31%
26%
21%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Oleene Morakot Angoon Jade Cook Tubtim
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
N=400

19
ONLY 3% CONSUMERS ARE LOYAL WITH THEIR BRANDS
What is your usage intention with the current cooking oil?
Cook has the highest ratio consumers will prioritize to buy this brand with 26%
4% 4% 6% 6% 3%
10%
38%
39%
44% 38%
32%
44%
48%
41%
40%
41%
39%
34%
35%
35%
16% 17%
7%
15%
26%
18%
6%
3% 4% 4% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Angoon Jade Morakot Cook Oleene Tubtim
I will use that cooking oil brand
only
I will prioritize to use that
brand
I will continue to use that
brand, but I will try other
brands in future
I will use this brand in parallel
with other brand
I will switch to other cooking oil
brand
N=400

20
OVERALL, 60% WILL RECOMMEMD THEIR CURRENT BRANDS
TO OTHERS
Do you intend to introduce your current using brand to others?
Jade has the highest top box level of recommendation
2%
4%
0% 1% 4% 3% 3%
38%
44%
37% 36%
45%
42%
47%
37%
19%
33%
42%
34% 39%
35%
23%
30% 29%
20% 17% 16% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Jade Morakot Angoon Cook Tubtim Oleene
Definitely recommend
Will recommend
Maybe or maybe not
recommend
Will not recommend
Definitely not
recommend
N=400

21
SUPERMARKET IS THE MOST BUYING PLACE
Where do you usually buy cooking oil ?
93%
80%
94%
89%
94%
33%
48%
40%
34%
25%
30%
40%
26%
21%
16%
28%
20%
23%
9%
2%
8%
1% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Supermarket
Convenient store
Tradition market
Grocery store
Others
N=400

22
4% 4% 7%
0%
4%
15%
4%
14%
13%
17%
35%
21%
26%
35%
44%
19%
21%
19%
21%
18%
9%
21%
10%
11%
5%8%
13%
11%
6%
6%
10%
17% 13% 13%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
More than 3 times/week
2-3 times/week
Once/week
2-3 times/months
Once/month
Once every 2-3 months
Once every more than 3 months
35% BUY COOKING OIL ONCE/MONTH
How often do you buy cooking oil?
62% over 30 age group buy cooking oil 1-3 times/month
N=400

23
70% SPEND $1 - $4 PER BUYING TIME
How much do you usually spend for buying cooking oil each time?
11%
8% 8% 10%
15%
16%
8%
19%
16%
26%
24%
19% 23%
32%
44%
56%
49%
53%
36%
3% 4% 5%
0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Under $1
$1 - $2
$2 - $4
$4 - $8
Over $8
N=400

24
1 LITRE IS THE MOST CHOSEN OIL VOLUME
What oil volume that you/your family usually buy is?
2% 4% 3% 1%
6%
17%
4% 3% 6%
63% 42%
54% 57%
76%
11%
17%
12%
15%
8%7%
4%
9%
8%
5%10%
17% 17%
13%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
250 ml
400 ml
500 ml
1 litre
2 litre
5 litre
Over 5 litre
N=400

25
SOY AND VEGETABLE OIL ARE MOST CHOSEN
COOKING OIL TYPE
What kind of oil that you/your family usually use ?
6%
1%
3%
6%
7%
14%
15%
41%
47%
61%
Others
Rapeseed oil
Peanut oil
Coconut oil
Sesame oil
Sun flower oil
Olive oil
Palm oil
Vegetable oil
Soy oil
Total
N=400

26
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

27
CONTACT US
• Singapore, Indonesia, Malaysia:
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 Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

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