Chocolate Confectionery In Thailand [October 2025]

Table Of Contents

1. Summary

2. Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Packaging Format

   5. Segmentation: Store Brand

   6. Price Positioning

   7. Flavor Preferences

5. Consumption Indicators

   1. Per Capita Consumption (Annual)

6. Recent Developments

   1. Product Launches (Year To Date)

7. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Packaging Format

   6. Brand Market Share By Segment: Store Brand

   7. Brand Market Share by Segment: Price Positioning

   8. Brand Market Share By Segment: Channel

   9. Competitor Profiles

Summary

Industry Landscape

1. In Thailand, there are over 80 chocolate confectionery brands.

2. The market is dominated by milk chocolate, which is the largest segment.

3. The better-for-you (BFY) segment is relatively small, representing a low single-digit share of the overall market.

4. Bars are the most popular packaging format among consumers.

5. Store brand presence is almost non-existent.

6. Brands positioned in the second quartile (Q2) of the price spectrum lead in terms of market share.

7. Almond is the top chocolate confectionery flavor.

Consumption Indicators

1. Per capita consumption in Thailand is estimated to be under one kilogram annually.

Recent Developments

1. New chocolate launches to date remain heavily seasonal.

Competitive Landscape

1. Brands from the United States of America hold the largest share of the market.

2. KitKat is the overall market leader.

3. Hershey’s leads the milk chocolate segment, while Lindt leads dark chocolate, and Hershey’s leads white chocolate.

4. Raw Halo is the leader in vegan, Whole Earth leads in sugar-free.

5. Lindt leads bar formats, Hamlet tops box formats, while KitKat leads in bags.

6. Carrefour stands out among store brands.

7. Across the pricing spectrum, Delfi leads in the first quartile, KitKat in the second, Ritter Sport in the third, and Lindt in the fourth quartile.

8. KitKat leads in the supermarket channel, while ROYCE’ is the leader in the direct-to-consumer (DTC) channel.

Competitor Profiles

1. KitKat

2. Lindt

3. ROYCE’