Mr. Wiroj Wachiradechkul, Senior Executive Vice President of Domestic Business at Srinanaporn Marketing Public Company Limited (SET: SNNP), stated that the company anticipates business conditions to improve in the second half of 2026.
This optimism is underpinned by the ongoing recovery in domestic sales, which have shown consistent improvement. SNNP is planning to launch new products and introduce additional flavors, as well as develop products in collaboration with business partners.
In addition, SNNP is seeking to reinforce its ‘Bento’ brand through partnerships with globally recognized licensed properties. The company is also pushing forward with its ‘Spicy Level’ campaign and marketing activities that align with the lifestyle and pop culture trends of younger consumers. These efforts are designed to build brand awareness and stimulate consumption, with the aim of boosting overall sales.
For the Vietnam market, SNNP is preparing to elevate the country to the status of a ‘Flagship Market,’ positioning it as a key growth driver for the region. This move follows successful restructuring and improvements in coordination with distribution partners, which have resulted in greater clarity for SNNP’s operations in Vietnam.
The Vietnamese market continues to demonstrate considerable growth potential, buoyed by a large population, increasing purchasing power among younger consumers, and consumption patterns that align well with SNNP’s product range. As a result, Vietnam is set to become an important base for SNNP’s future expansion.
Mr. Wiroj further noted that the fast-moving consumer goods (FMCG) industry is entering an era where brands must compete by deeply understanding consumers rather than merely focusing on price. This is especially important for the younger demographic, whose consumption behaviors are in constant flux.
Therefore, all product development and marketing activities must be grounded in consumer insights. SNNP remains committed to ongoing studies of consumer behavior, leveraging in-depth information to develop products and deliver experiences that meet the evolving needs of the market.
At the same time, the company has implemented ‘Product Formulation Management’ strategies to effectively manage costs while maintaining product quality and flavor standards. Examples include the optimal management of seasonal raw materials to accommodate fluctuating cost conditions without compromising consumer experience.
Another key strategy is shifting communication approaches from relying on prominent presenters to collaborating with key opinion leaders (KOLs), creators, and new forms of content that better reach target audiences.
