According to an interview with Prachachat.net, Apisit Teeraparungroj, the newly appointed Managing Director of CP-Meiji Co., Ltd., revealed that the company—formed through a partnership between Charoen Pokphand Group and Japan’s Meiji Co.—is setting its sights on a 10% revenue increase in 2025, with a target of THB 15.2 billion.

This ambitious goal aligns with broader market dynamics. The pasteurised milk market in Thailand is projected to reach approximately THB 30 billion in 2025, continuing a double-digit growth trend that has held steady for more than five years. From January to May 2025 alone, the market was valued at around THB 11 billion, reflecting a 13% year-on-year increase. This surge is largely driven by heightened health consciousness, the rise of premium and functional products and growing demand from B2B sectors such as coffee shops and bakeries, where milk serves as a key ingredient.

Complementing this momentum is the yogurt market, currently valued between THB 4 to 5 billion. Apisit notes that this segment is also experiencing consistent growth, fueled by the rising popularity of premium offerings like set yogurt and Greek yogurt. The trend has accelerated in recent years, particularly following the launch of locally produced alternatives by CP-Meiji and other Thai brands—priced at just a third of imported products.

To maintain its competitive edge, CP-Meiji is doubling down on research-led marketing. The company conducts continuous studies of consumer behavior to inform product innovation, leading to developments such as Meiji Ray—formulated specifically for specialty coffee shops. These establishments require milk with distinct properties, such as the ability to preserve and enhance the nuanced flavours of premium coffee beans, distinguishing it from the standard milk used in general coffee outlets.

Packaging has been redesigned to better align with contemporary lifestyles, introducing a compact Meiji Ray carton tailored for individual consumption—offering a more convenient alternative to the traditional 2-litre format.

Looking ahead, CP-Meiji plans to broaden its B2B strategy by targeting new customer segments, including bakeries and soft serve dessert shops. Although B2B sales currently account for around 30% of total revenue, growth began to slow in the second quarter, impacted by economic headwinds and a decline in tourist activity.

Continuing its innovation-driven approach, the company has rolled out a straw-free drinkable yogurt that supports both convenience and the global push to reduce plastic waste. Another standout product is Meiji Double Zero, designed to meet the growing consumer demand for low-sugar options.

Read here for the original text: https://www.prachachat.net/marketing/news-1863298