แข่งเดือด ตลาดนมโปรตีนในไทยโตแรง 40% แต่เกมนี้ไม่ได้วัดแค่โปรตีนสูง | Exclusive Interview EP.73

The protein trend is experiencing significant and sustained growth, with double-digit expansion for the past 5-6 years, fluctuating between 30% and 40% annually. This growth is attributed to increased consumer awareness and demand for protein-rich products. While not a new market, the past 15 years have seen a surge of new players, some of whom have exited the market, indicating a dynamic and competitive landscape. The speaker believes there are many more potential customers seeking similar products, even if they don't have specific demands. Looking ahead, cost-effectiveness is identified as a key driver for the protein trend. Manufacturers are advised against immediate price increases, as this would burden consumers. The 2025 Alpha Skill Summit is highlighted as a significant event, creating a "phenomenon" or "earthquake" in its impact. This event, along with the upcoming Alpha Skill Summit and Expo 2026, focuses on preparing children and families for the future, emphasizing learning, growth, and resilience within the home environment. These events aim to bring parents and children together for shared growth activities. The conversation then shifts to pre-COVID trends, which focused on reducing sugar intake. The COVID-19 pandemic brought a heightened awareness of health and nutrition, particularly concerning vitamins. Vitamin C, linked to the common cold, saw increased interest. This period also saw a surge in demand for vitamin-fortified drinks. As people began to understand these shifts, the protein trend emerged more prominently. Questions arose about sufficient protein intake for exercise and everyday life. Education from doctors and nutritionists has played a crucial role in informing the public about the recommended intake of approximately 1 gram of protein per kilogram of body weight. This awareness is driving the demand for protein, with individuals motivated by desires for muscle gain, long-term health, and overall well-being. The current health trend has clearly pivoted towards protein. In Thailand, the protein trend is still in its early stages, having originated in America and spread to Japan and Korea. While Thailand is considered a leader in adopting this trend within the region, it is ultimately a global phenomenon. The market for protein products, though growing significantly, is still smaller than the milk market. This indicates substantial room for future growth. The speaker notes that even high-protein cow's milk doesn't yet match the overall market size, presenting opportunities for alternative protein sources. The influx of new players in the market is seen as beneficial, offering consumers more choices and ultimately contributing to market expansion as people become more informed about the importance of protein for muscle gain, strength, and overall health. This, in turn, is expected to improve society in the long term. From a manufacturer and distributor's perspective, while the increased competition can be a concern, it also drives innovation and self-improvement. The focus remains on producing high-quality products and serving consumers effectively. Customers are primarily drawn to high protein content, with the "calculator" aspect of protein per serving being a significant market driver. The appeal of protein products lies in their potential for continuous consumption due to their taste and perceived health benefits, without leading to boredom. Developing nutritious and delicious protein products requires innovation, scientific knowledge, and advanced machinery. Thailand is noted for its high protein content in its products, often exceeding that of milk, with manufacturers demonstrating skill in achieving this without compromising texture or palatability. This high protein content, along with competitive pricing, positions Thailand favorably in the global market. The speaker reflects on 15 years in the industry, expressing pride in bringing soy milk to the market and the subsequent shift towards high-protein milk. The core mission remains to provide good, affordable food and to be an innovative company that solves everyday customer problems. The focus is not solely on sales figures but on developing products that customers want and that address their needs, such as convenient options for busy work schedules or healthy snacks. A significant challenge in the Fast-Moving Consumer Goods (FMCG) sector, particularly in Thailand's food industry, is the Thai palate's preference for delicious food. The current trend represents a convergence of health and taste, making it a demanding environment for entrepreneurs. The need for continuous improvement is paramount, as standing still means falling behind. Despite not being the first to enter the market, the speaker acknowledges the numerous competitors who have entered and exited over the past 15 years. The emergence of new players is viewed positively, as they bring fresh ideas and innovations. The market is analyzed by observing customer responses and adapting to their preferences. The Thai food industry is considered vital for national development, leveraging a sophisticated palate that appreciates a wide range of flavors, from sweet and sour to spicy and bitter. This diverse taste profile is seen as a significant advantage. The speaker expresses high expectations for annual growth, attributing success to customer support and a commitment to continuous improvement through programs like "Re-Eat." Financial projections indicate significant growth, with expected revenues of 1.2 billion baht in 2024 and 1.7 billion baht in 2025, with a potential target of 2 billion baht contingent on timely product releases and positive customer feedback. This growth necessitates factory expansion to meet increasing production demands, with current capacity at approximately 700,000 bottles per day. Economies of scale achieved through increased production are expected to lower costs and benefit consumers. Investment decisions, particularly after the COVID-19 period, involve careful risk management. The rising cost of raw materials, such as oil which impacts plastic packaging, presents a challenge. Manufacturers are urged to absorb costs in the short term to avoid burdening consumers further. Transportation costs, representing a significant portion of overall expenses, have doubled, creating financial strain. While hoping for a return to normalcy, prolonged economic instability could necessitate price adjustments. The speaker emphasizes the importance of maintaining fair pricing for consumers and avoiding panic buying, which can be triggered by a shrinking purchasing power. The collective effort to keep prices within acceptable ranges benefits society. The current global situation, possibly involving conflict, is seen as unsustainable due to mutual losses, suggesting it might conclude quickly. The industry is navigating various risks, with a focus on resilience and adaptation.