Thailand is one of the highest capita incomes of the ASEAN countries. It is possible to obtain in the population an increasing affluence. Besides clear changes of the live customs are visible more too western customs.
Because of the rising affluence there is a trend too high-quality food products, like convenience food, dairy products and pastries. One reason is certainly the spread of supermarkets. At the end of 2003 there were around 3800 supermarkets in Thailand. These markets have a turnover of US$ 10.1 billion. The whole turnover of the food retail industry is about US$ 27.3 billion. So there is farther on a large potential of convenience products for supermarkets.