Canned coffee market set to expand this year

BANGKOK, July 2  – Thailand’s domestic market for canned coffee drinks is set to grow 4-6 per cent this year with a market value of around Bt10 billion, boosted by the economic recovery, diversification of product lines, and higher demand among consumers, according to the Kasikorn Research Center.

The leading think tank expected the World Cup 2010 in South Africa will also help boost total sales of canned coffee this year as competitions in the quarter-final, semi-final, and final matches will be broadcast live in Thailand after midnight, from1.30-3.30am.

To keep themselves from falling asleep, many viewers count on canned coffee during that time.

In addition, students and working people who watch the competitions may need to consume additional coffee in the morning to refresh themselves while studying or working.

Because of this, the projected total sales of canned coffee will rise by more than usual by as much as Bt40-80 million or 5-10 per cent.

Entrepreneurs should take this opportunity to join in the World Cup 2010 festivities by offering attractive sales promotions to draw consumers.

KRC said these factors could contribute to the higher growth of canned coffee sales this year. However, they may be insufficient to push up total sales to equal those earned in the past few years.

Entrepreneurs should step up their efforts to launch varied promotional campaigns to boost sales and make their products reach consumers more comprehensively.

To this end, key strategies that need to be adopted include improving coffee flavor, expanding distribution channels, organising marketing promotion activities, and expanding export markets. (MCOT online news)