39% Thai drink liquid milk daily; howver only 14% can recognize the differences among Pasteurized milk, UHT milk and UHT fresh milk Find more at: http://www.di-onlinesurvey.com/

1. July 2015
STUDY ABOUT LIQUID MILK
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about usage and behavior of Thai
consumers toward liquid milk.
 Methodology: Online survey
 Fieldwork time: 11 days (15/05/2015 to 25/05/2015)
 Sample size: N = 286
 Gender: Male and Female
 Geography: Nationwide

3. 2
KEY FINDINGS
• 39% Thai drink milk daily
• 1/2 Thai people drink Pasteurized milk & UHT milk
• But 86% Thai can not recognize the differences among Pasteurized milk, UHT
milk and UHT fresh milk
• Thai recognize the benefit of drinking milk as to be healthy, nutritious and taller
• Dutch Mill and Foremost are the leaders in the market
• Flavor, nutrition & price are the top factors influencing on purchase decision
• Thai mostly buy at Convenient store (82%) and Super market (74%) vary in all
age groups

4. 3
Age Gender
Living places Occupation
N= 286
51%
19%
28%
2%
0% 10% 20% 30% 40% 50% 60%
Over 30
26-30
18-25
Under 18
87%
13%
0% 20% 40% 60% 80% 100%
Female
Male
2%
5%
6%
10%
18%
19%
39%
0% 10% 20% 30% 40% 50%
Job seeker/Retired
Housewife
Engineer/Doctor/Teacher
Self-employed
Others
Student
Officer
44%
1%
1%
6%
48%
0% 10% 20% 30% 40% 50% 60%
Others
Kon Kaen
Nakhon Ratchasima
Chiang Mai
Bangkok

5. 44
THAI ARE AWARE OF UHT MILK & PASTEURIZED MILK MOSTLY( 86%)
N= 286
Which kind of liquid milk below are you aware of?
86% 86% 87% 86%
68% 67%
80%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
UHT milk
Pasteurized milk
UHT fresh milk

6. 55
BUT 86% DON’T KNOW THE DIFFERENCES AMONG
THOSE TYPES OF MILK
N= 286
Do you know the difference of UHT milk, UHT fresh milk &
Pasteurized milk?
10%
15%
9% 7%
76%
74%
76% 78%
14% 11% 15% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
I know and understand
clearly all of them
I just know a little &
don’t understand clearly
all of them
I totally don’t know

7. 66
1/2 THAI DRINK PASTEURIZED MILK & UHT MILK
N= 286
Which kind of liquid milk below you have drunk in the past 4 week?
18-25 group drinks liquid milk more thank other groups
56%
62%
50%
54%54%
63%
43%
53%
37% 38%
52%
32%
0%
10%
20%
30%
40%
50%
60%
70%
Total 18-25 26-30 Over 30
Pasteurized milk
UHT milk
UHT fresh milk

8. 7
What are the benefits of drinking milk?
N= 286
TO BE HEALTHY, NUTRITIOUS AND TALLER ARE THE TOP
RECOGNIZED BENEFITS
89% 91% 91%
88%
83% 82%
89%
81%
57%
71%
65%
46%
31%
33%
28%
31%
19%
28%
22%
13%
15% 16%
7%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Help me healthier Help to add more nutrition for me Help me taller
Help my skin more beauty Help me smarter Help my body fit
Help increase my weight Others

9. 8
10%
44%
64%
76%
86%
87%
89%
89%
93%
95%
Others
Country Fresh
Jitlada
Choke Chai
Meji
D.P.O. Thai-Danish
Bear Brand
Nongpho
Dutch Mill
Foremost
Total
9%
49%
72%
80%
88%
89%
91%
89%
93%
95%
Bangkok
11%
39%
57%
72%
84%
85%
87%
89%
93%
95%
Others
Which brand of liquid milk below are you aware of?
N= 286
FOREMOST & DUTCH MILL ARE THE TOP WELL- KNOWN BRANDS

10. 9
How do you know about those brands?
N= 286
TVC IS THE MAIN SOURCE OF BRAND AWARENESS IN THAILAND
96% 95% 98% 96%
49%
51%
46%
48%
45%
41%
39%
50%
34%
43%
37%
27%26% 25% 24% 26%
16%
22%
11%
15%
7% 9% 9%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
TV commercials Outdoor ad
Newspaper/Magazine ad Ad on Website
Ad on facebook Free sample/trial
Relatives/friends introduce to me Promotion Girl/Sales Staff introduce to me
Ad on forum Others

11. 10
N= 239
Which brands of liquid milk have you drunk in the past 4 week?
THAI DRINK DUTCH MILL AND FOREMOST THE MOST
66%
72%
63% 64%
54% 54%
56%
53%
34%
41%
28%
32%
28%
37%
22%
26%
21%
30%
19%
17%17%
22%
7%
17%
11%
13%
11%
10%
8%
9%
2%
9%
4% 3%
6%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total 18-25 26-30 Over 30
Dutch Mill
Foremost
Meji
Bear Brand
D.P.O. Thai-Danish
Nongpho
Choke Chai
Jitlada
Country Fresh
Others

12. 11
3%
3%
8%
10%
12%
13%
24%
26%
Choke Chai
Nongpho
Jitlada
D.P.O. Thai-Danish
Bear Brand
Meji
Foremost
Dutch Mill
Total
3%
5%
10%
8%
10%
17%
22%
24%
Bangkok
2%
2%
6%
13%
14%
10%
26%
27%
Others
Which brand of liquid milk you drink the most?
N= 286
DUTCH MILL AND FOREMOST ARE LEADERS OF MARKET NATIONWIDE

13. 12
Which brand of liquid milk you drink the most?
N= 239
3%
9%
2%
8%
8%
4%
9%
10%
11%
13% 9%
12% 14%
11%
12%
13% 16% 11%
12%
24%
27%
24%
22%
26%
21% 24%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Dutch Mill
Foremost
Meji
Bear Brand
D.P.O. Thai-
Danish
Jitlada
Nongpho
Choke Chai
3% 4% 8%
4%
8%
6%
7%
7%
13%
11%
10%
15%
7%
9%
13%
7%
12%
9%
19%
12%
8%
11%
13%
13% 12%
12%
16%
19%
24% 33%
21%
28% 13%
19%
26%
20%
35%
20%
26% 30%
Total Under
$200
$200 –
under
$450
$450 -
under
$700
$700 –
under
$1000
$1000
and over
Dutch Mill
Foremost
Meji
Bear Brand
D.P.O. Thai-
Danish
Jitlada
Nongpho
Choke Chai
DUTCH MILL LEADS THE MARKET WITH 26% SHARE,
FOLLOWED BY FOREMOST (24%)
Dutch milk is favored in medium- income segment

14. 13
N= 239
Which brand of liquid milk below are you aware of?
Which brand of liquid milk you drink the most?
95%
93%
89% 89% 87% 86%
76%
64%
44%
24% 26%
3%
12% 10%
13%
3%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage
DUTCH MILL OWNS HIGHEST BRAND AWARENESS AS WELL AS
MARKET SHARE IN THAILAND

15. 14
N= 239
Which brand of liquid milk below are you aware of?
Which brand of liquid milk you drink the most?
DUTCH MILL AND FOREMOST CREATE A BIG GAP TO OTHER
PLAYERS AND DOMINATE THE MARKET
Foremost
Dutch Mill
Nongpho
Bear Brand
D.P.O. Thai-Danish
Meji
Choke Chai
Jitlada
0%
5%
10%
15%
20%
25%
30%
60% 65% 70% 75% 80% 85% 90% 95% 100%
Awareness
Usage
High
HighLow
Low

16. 15
N= 239
When choosing a liquid milk brand which criteria do you consider?
82%
89%
76%
84%
91%
79%
58%
87%
71%
79%
72%
68%
59%
66%
89%
53%
51%
56%
48%
44%
56%
41%
34% 34%
38%
34%
17%
26%
47%
15%
26%
16%
20%
6%
17%
8%
13%
9%
12%
3%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Dutch Mill Foremost D.P.O. Thai-
Danish
Meji Bear Brand Jitlada* Others
Flavor of milk Nutrition facts Price
Type of milk (UHT, Fresh UHT,..) Trusted brand It’s have attractive packaging
Use high tech in producing milk Many people drink it It’s foreign brand
Others
FLAVOR, NUTRITION & PRICE ARE THE TOP FACTORS
INFLUENCE ON PURCHASE DECISION
(*) Small sample size
Meji brand is chosen because it flavor

17. 16
How frequent you drink liquid milk?
N= 286
4% 3% 7% 3%
5% 3%
6%
6%
19% 20%
22%
17%
16% 20%
13%
15%
39% 33% 33% 45%
14%
16% 17%
12%
2% 3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
More than 3 times/day
2-3 times/day
Once/day
4-6 times/week
2-3 times/week
Once/week
2-3 time/month
Once/month
Less than once/month
39% THAI DRINK MILK DAILY
Over 30 group drink more frequently than younger groups

18. 17
In your family, who buy milk for you and family members?
N= 286
81% THAI BUY MILK THEMSELVES
9%
18%
11%
3%
10%
11%
9%
9%
81%
70%
80%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Myself
Family members (Sister,
father, brother,..)
My mother
Young group ( 18- 25) has their mother buy milk ( 18%)

19. 18
How often do you buy milk?
N= 231
52% THAI BUY MILK FROM 1- 3 TIMES/ WEEK
8% 9%
4%
9%
11% 10%
15%
10%
22%
13%
22%
28%
30%
34%
30%
28%
12%
14%
13%
10%
6% 11% 7%
3%
8% 7% 9% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
More than 7 times/week
Everyday
4-6 times/week
2-3 times/week
Once/week
2-3 times/month
Once/month
Less than once/month
I don't remember

20. 19
N= 231
How much you spend in average on each time you purchase?
45% THAI SPEND FROM $1- $3 FOR BUYING MILK EACH TIME
5% 5% 9%
3%
7% 4%
9%
11%
9%
15%
10%
16%
10%
19% 18%
45%
51%
41% 43%
9%
16%
7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Less than $1
$1 under $3
$3 under $5
$5 under $8
$8 under $10
$10 under $15
$15 under $20
$20 under $25
Over $25
I don't know
Older groups send more money for buying milk than young group

21. 20
Where do you usually buy milk?
N= 231
THAI MOSTLY BUY AT CONVENIENT STORE AND SUPER MARKET
Convenient stores (82%)
• 18-25: 87%
• 26- 30: 76%
• Over 30: 81%
Grocery stores (23%)
• 18-25: 38%
• 26- 30: 26%
• Over 30: 12%
Super market (74%)
• 18-25: 71%
• 26- 30: 85%
• Over 30: 72%

22. 21
Which kind of packaging do you usually buy?
N= 231
56% THAI BUY AROUND 180- 220ML FOR A MEDIUM BOTTLE
56%
59%
56% 55%
20% 20%
22%
19%
15% 15% 15% 14%
8%
6%
7%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Total 18-25 26-30 Over 30
Medium bottle/pack 180-220 ml
Small bottle/pack 110 ml
Bottle 450-500 ml
Big bottle 900 ml -1 liter
I don't know

23. 22
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

24. 23
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

25. 24