Dutch Mill Targets Health Trends with 4P Strategy

Thansettakij•Economy•1d ago

Reader Briefing

Dutch Mill is expanding its health-focused product portfolio and leveraging the 'Healthier Choice' logo to maintain its leading position in the dairy market.

•Dutch Mill holds approximately 25% of the total dairy market, which is valued at over 70,000 million baht as of the end of 2025.
•The number of Dutch Mill products receiving the 'Healthier Choice' logo increased by more than 50% between 2024 and 2025.
•Dutch Mill has implemented 'The 4P Health Innovation Strategy' to drive future growth through health-oriented products.
•Dutch Mill was named the 'Most Chosen Brand' in the Dairy category by Brand Footprint Awards 2026 for the 14th consecutive year.

Overview

•Dutch Mill is the company with the highest number of products receiving the Healthier Choice logo in the market.
•Jitraphon Trirattaworawut, Marketing Manager of Dutch Mill Group, stated that changes in consumer behavior provide opportunities to develop products that meet health needs.
•The total dairy market, including liquid milk and cup yogurt, is valued at over 70,000 million baht by the end of 2025.
•Dr. Warat Chaisawangwong, Innovation Development and Research Manager of Dutch Mill Group, integrates Healthier Choice criteria into the product development process.
•Dutch Mill's 4P health products include Proten, DNA High Protein, DNA Soy Milk, Dutchie Bio, DR-1, and Beanwell.
•Dutch Mill has appointed Num-Kanchai Kamnerdploy as a presenter for the campaign 'Inspect with Confidence with Healthier Choice products from Dutch Mill'.
•Dutch Mill provides various distribution channels including modern trade, general stores, direct sales via Dutch Mill girls, and the Dutch Mill eStore with Cold Chain transport.
•Dutch Mill targets growth for its health product group at a High Single-digit to Double-digit level.

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Key Entities

Organization

Dutch Mill(ดัชมิลล์)ℹ️

A leading dairy company that holds approximately 25% of the total dairy market and uses the 4P Health Innovation Strategy.

Dutch Mill Group(กลุ่มบริษัทดัชมิลล์)

The corporate group overseeing Dutch Mill's marketing and product innovation.

Worldpanel by Numeratorℹ️

The organizer of the Brand Footprint Awards 2026.

Dutch Mill eStore

An online ordering channel providing direct delivery from the factory via Cold Chain transport.

Person

Jitraphon Trirattaworawut(จิตรภณ ไตรรัตน์วรวุฒิ)

Marketing Manager of Dutch Mill Group.

Dr. Warat Chaisawangwong(ดร.วรรัตน์ ฉายสว่างวงศ์)

Innovation Development and Research Manager of Dutch Mill Group.

Num-Kanchai Kamnerdploy(หนุ่ม–กรรชัย กำเนิดพลอย)

A presenter used by Dutch Mill to communicate information about the Healthier Choice logo.