Mr. Wiroj Wachiradechkul, Senior Executive Vice President of Domestic Business at Srinanaporn Marketing Public Company Limited (SET: SNNP), stated that for 2026, the company targets total sales revenue growth at around 5-9%.
This is based on expectations that the Thai market, which accounts for 80% of total sales, will grow by 5% from the previous year, while international markets (20% share) are projected to remain stable. The company will also re-focus its marketing efforts in Vietnam, anticipating a return to 20% growth, reaching THB 500 million —matching previous achievements.
For 2026, SNNP’s growth strategy will prioritize: 1) Focusing on its core brands—building brand awareness for Jele and Bento to increase product consumption and frequency of purchase, 2) Emphasizing main brand activities, and 3) Launching a new product, Jele JELLY SODA, with an initial market price of THB 10—the first of its kind in the Thai market. Marketing efforts will begin in December 2025, targeting Gen Z, such as teenagers, university students, and young professionals, and are expected to yield robust sales.
In terms of distribution channel strategy, the company will adjust product formats to suit each distribution channel and will focus on traditional trade. Special product displays will be implemented to increase product visibility, alongside major promotions.
SNNP will allocate 3% of its total sales for the marketing budget and will manage the presenter budget more efficiently, for example, reallocating funds to prolong brand awareness campaigns for its core brands. The company will retain two main presenters, “Ling” and “Aom.” Additionally, the Bento brand is planning joint marketing activities with global partners, with clarity expected by mid-2026.
On the international front, SNNP will primarily focus on growth in Vietnam in 2026 after local distributors have reduced inventory and product turnover has accelerated, indicating clearer signs of recovery. This follows distribution channel adjustments, flooding, and internal tax restructuring.
Looking at the 4Q25 business outlook, growth is expected compared to 3Q25 as it is a high-sales season domestically and abroad. However, the figure is anticipated to decrease compared to the same period last year due to heavy rains and floods in the South, which caused almost all sales in the lower southern region to vanish.
As a result, 2025’s total sales revenue should remain flat compared to 2024’s THB 5.98 billion. For the first nine months of this year, sales revenue has reached THB 4.29 billion.
