Bangkok--10 Jan--Nielsen
- Thais averagely spend 20 percent more on consumer goods during festive seasons, boosting the FMCG arena with additional 12,500 million baht all through the year.
- Additional 5 billion baht is expected to have been spent on FMCG goods during the New Year season, with Greater Bangkok as the biggest contributor (52%)
- Super/Hypermarket is the main destination when it comes to overall festivity shopping, followed by Traditional Trade
- Significant differences in shopping behaviour during different festive seasons: ready-to-drink fruit juice most popular during New Year season in Grater Bangkok, while beer mainly drives festive spending during Songkran in the Northeast
Thai consumers are expected to have additionally spent over 5,000 million baht for FMCG goods as gifts and for celebrations during the New Year shopping season — a 40 percent contribution to overall additional festivity spending in Thailand total worth of 12,500 million baht, according to a Nielsen study on consumers’ year-round additional spending on festive seasons.
The latest Nielsen’s study on consumers’ spending behavior during festive seasons indicates that Thailand FMCG market benefits the most from consumers’ additional spending during the New Year season (an increase of 5 billion baht), followed by Songkran (3.7 billion baht) , Vegan Festival and Chinese New Year’s (approx. 500 million baht each) (Table 1)
Bangkokians are reported to be the biggest spenders during Christmas and New Year seasons contributing to more than half (52%) of Thailand’s total additional festive year-end spending with the biggest sales uplift in Ready- To-Drink fruit juice.
In contrast, Northeasterners are spending the least with a contribution of only 8 percent to the whole year-end festive spending, however, the region is the biggest contributor (44%) when it comes to Songkran festival, with alcoholic drinks as the main driver in FMCG spending, followed by seasoning sauces.
Super/Hypermarket remains the most popular channel for festive FMCG spending all through the year with 4 out of 10 Thai consumers opting to get their purchase in large quantity at one place, especially during the New Year season. Driven mainly by the sales of New Year baskets, the channel enjoys an additional 3.7 billion baht of consumers’ extra FMCG spending during the New Year period alone. In addition, Traditional Trades, according to the study, is the second most popular choice for Thais when it comes to festive spending (39%), overthrowing Super/Hypermarket’s popularity during Songkran holiday with overall spending of 2.7 billion baht driven mainly by sales of alcoholic drinks. (Table 2)
According to Nielsen Media Spending Index, manufacturers also spend more on television advertisement during festive period by 50% comparing to the non-festive period, clocking in at 5,580 million baht in December 2012. Notably, Retailers also increases their leaflet distribution by 40 percent.
About Nielsen
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