Table 7 The processed snack market in Thailand.

• Between 1999 and 2004, sales of sweet and savoury snacks grew by 35.2% in volume from 48,516 tonnes to 73,740 tonnes (see figure 1), and in value from Bt9 billion (US$220 million) to Bt16 billion (US$391 million) [105].

• The largest snack category is "extruded snacks" (shapes formed from potato granules, wheat flour, tapioca starch and corn starch); estimated sales were Bt5.1 billion (US$125 million) in 2004. The second largest category is potato chips, with Bt4.3 billion (US$105 million) in sales in 2004.

• The largest snack category is "extruded snacks" (shapes formed from potato granules, wheat flour, tapioca starch and corn starch); estimated sales were Bt5.1 billion (US$125 million) in 2004. The second largest category is potato chips, with Bt4.3 billion (US$105 million) in sales in 2004.

• Market leaders are both US-based TFCs: Frito-Lay Thailand Co Ltd (a division of PepsiCo) (30% share, as of 2003) and Proctor and Gamble Manufacturing Thailand Ltd (13% share as of 2003). "Lay's" is the number one brand, with a value share of 21% in 2003 [105].

• Despite the presence of major market leaders, there are in fact thousands of processed foods manufacturers: in 2003 there were around 2000. There are also hundreds of brands (for example, an estimated 360 brands of salty snacks in 2002).

• According to a survey conducted in 2004, young people aged between 5–24 years spend Bt161 billion (US$3.9 billion) annually on snacks [108]. Market research organization, Euromonitor, note that this is ten times more than their estimation, but attribute this to the high sales of unpackaged and unbranded sweet and savoury snacks [105]