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Cooking oil usage in Thailand
The survey studied cooking oil consumption in Thailand, identifying Morakot, Angoon, and Cook as the top brands. Key findings revealed price and family preference as major factors in brand selection, with 81% consumer satisfaction overall. Additionally, 60% of respondents are willing to recommend their current cooking oil brands to others.
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Cooking oil usage in Thailand
- 1. STUDY ABOUT COOKINGOIL CONSUMPTION OF THAI BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 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. 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. 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. 5 What is yourage 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. 6 MORAKOT, ANGOON ANDCOOK 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. 7 MORAKOT IS THEMOST WELL-KNOWN COOKING OIL BRAND ACROSS ALL AGE GROUP What cooking oil brands are you aware of? 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. 8 POINT OF SALEAND 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. 9 ANGOON IS THEMARKET 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. 10 4% 2% 1% 2% 5% 8% 5% 8% 6% 15% 18% 27% Over 30 AGAIN, ANGOONIS PREFERRED THE MOST ACROSS AGE GROUPS In present, what cooking oil brand do you most frequently use? 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. 11 MORAKOT AND ANGOONGAIN HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE What cooking oil brands are you aware of? In present, what cooking oil brand do you most frequently use? 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. 12 ANGOON AND MORAKOTCREATE A BIG GAP WITH OTHER PLAYERS IN TERM OF BRAND AWARENESS AND USAGE What cooking oil brands are you aware of? In present, what cooking oil brand do you most frequently use? Morakot Angoon Cook Oleene Jade Tubtim King Naturel Awareness Usage Low High High Low N=400
- 13. 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? In present, what cooking oil brand do you most frequently use? 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. 14 PRICE, LOVED BYFAMILY 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. 15 ANGOON = LOVEDBY FAMILY MEMBERS + POPULAR BRAND MORAKOT = GOOD PRICE + LOVED BY FAMILY MEMBERS What are the reasons why do you choose that brand? 0% 4% 5% 7% 6% 10% 7% 13% 19% 17% 21% 26% 36% 34% 55% 36% My favorite ceblerity represent… Others Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that 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 Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that brand Good price Morakot N=107 N=87 My husband/family love that brand My husband/family love that brand
- 16. 16 COOK = LOVEDBY FAMILY MEMBERS + GOOD PRICE OLEENE = GOOD PRICE + PROMOTION What are the reasons why do you choose that brand? 0% 9% 6% 6% 0% 6% 4% 30% 21% 11% 11% 28% 38% 38% 53% 40% My favorite ceblerity represent… Others Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that brand Good price Cook 0% 3% 3% 6% 3% 12% 6% 21% 15% 15% 44% 15% 21% 24% 35% 71% My favorite ceblerity represent that… Others Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that brand Good price Oleene N=47 N=34 My husband/family love that brand My husband/family love that brand
- 17. 17 TUBTIM = GOODPRICE + PROMOTION JADE = GOOD PRICE What are the reasons why do you choose that brand? 0% 3% 3% 6% 0% 6% 3% 0% 13% 6% 45% 10% 10% 26% 23% 81% My favorite ceblerity represent that… Others Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that brand Good price Tubtim 4% 4% 7% 11% 4% 11% 22% 15% 11% 7% 37% 22% 37% 30% 33% 74% My favorite ceblerity represent that… Others Friends Recmmendation Variety of package type ( pack, cup,… 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… Low level of cholesterol Popular Brand Made from natural ingredients My housband/family love that brand Good price Jade N=31 N=30 My husband/family love that brand My husband/family love that brand
- 18. 18 OVERALL, 81% USERSFEEL 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. 19 ONLY 3% CONSUMERSARE 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. 20 OVERALL, 60% WILLRECOMMEMD 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. 21 SUPERMARKET IS THEMOST 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. 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% Total Under 18 18-25 26-30 Over 30 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. 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% Total Under 18 18-25 26-30 Over 30 Under $1 $1 - $2 $2 - $4 $4 - $8 Over $8 N=400
- 24. 24 1 LITRE ISTHE 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% Total Under 18 18-25 26-30 Over 30 250 ml 400 ml 500 ml 1 litre 2 litre 5 litre Over 5 litre N=400
- 25. 25 SOY AND VEGETABLEOIL 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. 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. 27 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
- 28.