Thailand’s Most Talked-About Brand: May 2022

CP Foods (Charoen Pokphand Foods Public Company Limited) saw the biggest boost in the number of people talking about it of any brand we track in Thailand, over the month of May. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Word of Mouth (WOM) Exposure of the food company rose 6.9 percentage points over the four-week period.

In late May, the agro-industrial and food conglomerate showcased its new plant-based “Meat Zero” product at the ThaiFex–Anuga World of Food Asia 2022, which was named the exhibition’s Taste Innovation Show winner, as well as its Benja chicken and Cheeva pork fresh meat products. This comes as Singapore increases imports of chicken from Thailand, after the city-state's major poultry supplier Malaysia banned exports of chicken from June 1 to address surging prices and supply shortages.

Additionally, CP Foods also recently announced a partnership with electrical systems company Gunkul Engineering, to develop a range of cannabidiol-infused food and beverage products. On 9 May 2022, Thailand became the first Asian country to legalize the growing of marijuana and its consumption in food and drinks, although the smoking of marijuana remains outlawed. (For a recent analysis of the Thai consumer market for cannabis products, read the latest YouGov research here).

According to data from YouGov BrandIndex, CP Foods’ WOM Exposure score rose from 29.4 on 1 May to 36.3 by 30 May. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 1 to 30 May 2022. Learn more about BrandIndex.