In Thailand, sweet and savoury snacks are expected to register a 4% constant value CAGR. Growth is
likely to be driven by aggressive marketing and advertising and product innovation by the leading
manufacturers of chips/crisps, extruded snacks, fish snacks and seaweed snacks. As health
awareness continues to grow in Thailand, local consumers might reduce their spending on and
consumption of sweet and savoury snacks. 'Other' sweet and savoury snacks will also gain
competitive advantages as such products have stronger health and wellness positioning. Chips/crisps
and extruded snacks are expected to continue to receive the most support in terms of flavour innovation and advertising, driven by Lay’s and Testo. Both brands continue to invest heavily in TV
advertising and celebrity marketing. The increasing number of new entrants will see the competitive
landscape remain fragmented. Extruded snacks are likely to attract many new entrants as this
segment lacks a clear leading brand.