Ambient Seafood

The ambient seafood category is mainly composed of shelf-stable items that are primarily sold to consumers through retail channels and wholesalers. The key seafood species include tuna, sardine, salmon, mackerel, and herring. The business dynamics and margin trends of these items have some similarities. The key factor influencing consumers' purchasing decisions is brand reputation. A product with a well-known brand can increase its value, due to the brand’s trust and differentiation from its competitors. Thus, consumer brands in this category generally command a price premium over their market price as well as the private label, so many alternatives are available. The level of the price premium will depend on the brand's market position, the competitiveness of the product category, the uniqueness of the brand, customers’ experiences, and consumers’ engagement with the brand.

In 2023, sales of this category amounted to THB 63.9bn, representing 47 percent of the Group’s total sales, and were led by tuna products, which remain the largest product category for Thai Union Group. About 57 percent of these sales came from our own brands, while the remainder came from the private label or contract manufacturing sales and food services. Key customers in this category are wholesalers and modern trade, such as supermarket chains, convenience stores, and pharmacies. The typical packagings are sealed can, pouch, and tray with lid. Most products are ready-to-eat with a shelf-life of around up to 5 years and can deliver nutrient levels equivalent to freshly cooked foods.