Wiroj Wachiradechkul, Senior Executive Vice President of Domestic Business at Srinanaporn Marketing Public Company Limited (SET: SNNP), revealed to “Kaohoon” that the 2026 FIFA World Cup broadcasting in Thailand will have a direct positive impact on food and beverage sales. This is due to consumers’ habits of purchasing drinks and snacks to enjoy while watching matches both at home and in public venues.
SNNP expects that, although sales may not see a significant impact in the early stages of the tournament due to the increased number of teams resulting in lower engagement, interest and sales will likely surge in the knock-out round moving forward. The company has prepared marketing plans that include sponsoring KOLs (Key Opinion Leaders) and football commentators to capture both live viewers and those following post-match analyzes.
For its 2026 performance, SNNP forecasts a “ladder” growth pattern. The first quarter of 2026 was the most severely impacted by external factors and the war. In 2Q26, the company anticipates improved results, citing better cost management and marketing activities. 3Q26 is expected to outperform 2Q26, with a major campaign planned for the company’s core products. 4Q26 is set to be the peak season due to the annual high season and the cumulative results of earlier campaigns.
Wiroj emphasized that the 1Q26 results was considered the lowest point largely due to external shocks and the initial oil price surge related to the war. Key positive factors for 2Q26 include: 1) ramped-up marketing activities after post-Songkran oil prices stabilized, allowing for clearer strategic planning; and 2) the company’s improved adaptability and consolidated efforts in sales, marketing, and cost management.
To maintain profitability despite rising logistics and raw material costs, SNNP has adopted strict internal management strategies:
- Product formulation adjustments—flagship items like “Jele” and “Bento” now have 3 – 4 alternative formulas, enabling the selection of the most cost-effective one at any given time.
- Packaging adjustments—since most products retain their retail prices, packaging sizes are optimized to balance cost increases.
- Enhanced logistics efficiency—consolidated purchase orders (POs) decrease shipping frequency, and the transition to larger transport vehicles cuts costs.
Regarding the “Thai Chuay Thai Plus” scheme, SNNP views the effect on its sales as indirect rather than direct. The company stands to benefit as vendors in this program gain more income and profits, subsequently boosting their purchasing power and leading to increased demand for SNNP’s snack products.
Additionally, in early July 2026, SNNP is scheduled to embark on a domestic roadshow for both domestic and international investors, providing insights into the company’s current direction and outlook, particularly highlighting the improving business prospects in Vietnam. This aims to equip investors with information for decision-making and open opportunities for future investment in SNNP shares.
