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SPECIAL FOCUS

The, growth for processed fruit and vegetables of both domestic and foreign consumers. Meanwhile, the company also improves its
products in Thailand is not significant, as there processing machinery constantly to enhance manufacturing efficiency and reduce excess
are many healthy products available in the market costs. Marketizing products both domestically and internationally also resulted in economy
such as organic food and drinks, free-from food, of scale efficiency in the production process that helps maintain the economical price for
and fresh fruit and vegetables many are familiar domestic consumers.
with. Therefore, entrepreneurs must adjust by Meanwhile, Universal Food Public Co.,Ltd., holds the second place in processed fruit
developing the products to make them notable and vegetables industry, covering 21.8% of the market share. The company’s main product
for example; make the food easy to restore and is UFC brand, whose strength lies on production line and great distribution network. Universal
edible for the whole year or focus on their Food Public Co.,Ltd. is the main competition of Malee Sampran Public Co., Ltd., and the
health benefits to challenge with substitutional fact that these 2 brands are controlling the majority of the market share shows that Thai
products. brands remain significant in the market. These brands also use local materials which are
Processed fruit and vegetables products fruitful and they have good understanding of the demand of domestic consumers.
can be divided into 2 types;
1. Shelf Stable Fruit and Vegetables - these
products have been sterilised and can be stored
at room temperature for a long time. The market
value for this type of products is 1,533 million
bath, and it can be divided into 3 categories;
• Canned fruit – with 1,016 million baht in
market value, accounting for 48.4% of the market
share
• Canned vegetable - 497 million baht in
market value, 23.7% market share
• Canned beans - 20 million baht in market
value, 0.9% market share
2. Frozen Processed Fruit and Vegetables –
this type has the market value of about 567 million
baht and can be divided into 2 categories;
• Frozen processed vegetables - 481 million
baht in market value, 22.9% market share
• Frozen processed potato - 86 million baht
in market value, 4.1% market share
Frozen processed fruit has the greatest
market share, due to Thailand’s tropical weather
that suitable to grow pineapple, rambutan,
coconut, truffle, lychee, and longan. These fruits
are the main ingredients for processed products
in order to extend their storage life in forms of
canned fruit and ready-to-drink juice. Meanwhile,
processed vegetables product is not very popular
because there are not many options and fresh
vegetables are available everywhere in wet
market and supermarkets.
Frozen processed potato, though contains
minimum market share, has the highest growth
at 5% as potato is popular among Thai consumers.
Despite that potato is considerably high in fat
contrasting to the heath trend, technology
advancement has contributed to its growth. Slim
fried pot, which are sold in many electrical stores,
have made it possible to avoid oily deep-fried
potato which resulted in the growth of frozen
processed potato.
In terms of market leadership, it is found that
Malee Sampran Public Co., Ltd., comes top at
No.1 in terms of sales in 2018, holding 22.7% of
the market share. The company’s main products
include Malee brand, which is famously known
for its quality fruit and vegetable juices and
canned fruit. Moreover, the company continually
develops its products in response to the demand

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