He made the conservative forecast that the segment would grow by 3-5 per cent this year and the company expects its sales to grow in line with the overall market.
Part of the sales growth will be contributed by its new products, three of which were launched yesterday. Tipco Super Kid is the country’s first fruit juice especially for children, Tipco Season-based Mocktail is a limited-edition fruit juice available only this summer, and Tipco Homsuwan Pineapple is a fresh-fruit product for health-conscious consumers.
These three products will lay a strong foundation for Tipco to become the “wellness brand”, Ekkapol said.
“This move will not only strengthen our market base but also provide us with greater opportunity to expand into related businesses, but with a focus on beverages and food for health for better quality of life,” he added.
Tipco is to announce its new business direction soon.
Ekkapol said the company would focus more on research and development this year to support its launch of new products.
At the end of 2015, the value of Thailand’s market of 100 per cent fruit juice was about Bt4.6 billion.
In the 100 per cent fruit juice segment alone, Tipco has a market share of 51 per cent. If the vegetable juice segment is included, the| company has a share of around 40 per cent.