Mama and Lay’s top YouGov’s brand equity ranking of packaged food brands in Thailand across 2023

How do leading packaged food brands in Thailand compare in their brand health over the past year?

In this article, we review data from YouGov BrandIndex – a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day – to see which packaged food brands enjoys the strongest brand equity among consumers in Thailand.

Which packaged food brands were most favorably perceived by consumers in Thailand?

Among major packaged food brands in Thailand, instant noodle brand Mama was viewed most positively by consumers over the past 12 months. It achieved the highest Index score (41.5) – an overall measure of brand health, calculated as the average of its Impression, Quality, Value, Corporate Reputation, Customer Satisfaction and Recommendation scores.

Potato chips brand Lay’s (37.2) and food conglomerate CP (33.2) are the next most favourably viewed brands – followed by instant noodle brands Wai Wai (29.9) and YumYum (29.1), ahead of Pocky (26.5), Nissin (23.6) and Calbee (14.5).

CP and Nissin, however, saw the largest year-on-year improvements in their Index scores (+1.2 and +1.1 respectively), followed at a distance by Mama (+0.6), Wai Wai (+0.4), Lay’s (+0.3) and YumYum (+0.2).

In contrast, there was no change in Calbee’s score across years, while Pocky saw its average score dip year-on-year (-1.0).

Which packaged food brand’s advertisements were most noticed by Thai consumers?

Lay’s enjoyed the highest Advertising Awareness across major packaged food brands in 2023.

Close to half (47.6%) of consumers, on average over the past year, recalled seeing its ads.

In comparison, around two in five consumers were aware of ads for Mama (42.3%) and CP (40.7%), ahead of YumYum (27.4%), Wai Wai (23.4%), Pocky (22.6%).

But less than a fifth of consumers recalled seeing commercials for Nissin (15.7%) and Calbee (10.7%).

However, compared to the year before, all packaged food brands saw dips in their advertising awareness.

Wai Wai and Lay’s saw the largest year-on-year decline in their scores (-3.3% and -3.1% respectively), ahead of CP (-2.3%), Pocky (-1.9%), YumYum (-1.4%) and Calbee (-1.2%).

Meanwhile, Mama (-0.7%) and Nissin (-0.2%) experienced smaller dips in their ad awareness across years.

Which packaged food brand were Thai consumers most considering purchasing from?

Mama enjoyed the highest Purchase Consideration across major packaged food brands in 2023.

When asked about the brands they were next considering to buy, half (50.3%) of consumers on average over the past year, selected Mama.

In comparison, around two in five consumers say they were considering Lay’s (41.3%) and CP (39.5%), ahead of Wai Wai (33.2%) and YumYum (31.3%).

Meanwhile, less than a quarter of consumers indicated they were considering Pocky (23.9%), Nissin (22.3%) and Calbee (11.5%) for their next packaged food purchase.

Wai Wai, however, was the only leading packaged food brand that saw a year-on-year improvement in Consideration scores (+0.3%).

All other leading brands saw a decline in consumer purchase consideration across years – most significantly Pocky (-2.6%), CP (-1.4%), Calbee (-1.3%) and YumYum (-1.0%), followed by Lay’s (-0.3%), Mama and Nissin (both -0.2%).

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Index scores, an overall measure of brand health, are an average of Impression, Quality, Value, Corporate Reputation, Customer Satisfaction and Recommendation scores. Advertising Awareness scores are based on the question: “Which of the following brands have you seen an advertisement for in the past two weeks?” (% Yes). Purchase Consideration scores are based on the question: “When you are next in market to purchase [product or service], from which of the following would you consider purchasing?” (% Yes). Learn more about BrandIndex.

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