Mali Enters Protein Market, Targets 210 Billion Baht Share

Thansettakij•Economy•1d ago

Reader Briefing

Mali, a leading Thai condensed milk brand, is expanding into the healthy lifestyle and high-protein market with a new sugar-free, lactose-free, high-protein condensed milk product.

•Mali, a prominent Thai condensed milk brand, is launching a new product line focused on health and high protein.
•The new product is a sugar-free and lactose-free high-protein condensed milk, catering to the growing healthy lifestyle trend.
•This move aims to capture a significant share of the rapidly expanding health and functional food market in Thailand and globally.
•The Thai health and beverage industry was valued at USD 5.9 billion (212 billion baht) in 2025 and is projected to reach USD 11.8 billion (425 billion baht) by 2033.

Overview

•Mali, a market leader in sweetened condensed milk, is pivoting to innovation in functional foods for health.
•This strategic shift is driven by the growing global and Thai trends of 'Healthy Lifestyle' and 'High-Protein Consumption'.
•The Thai health and beverage industry was valued at approximately 5.9 billion US dollars (212 billion baht) in 2025.
•The industry is projected to expand to 11.8 billion US dollars (425 billion baht) by 2033, growing at over 9% annually.
•Mali has launched 'Lactose-Free Sugar-Free Protein Condensed Milk' for the first time in Thailand.
•The new product reduces fat by over 33% and is lactose-free to cater to consumers with lactose intolerance and health-conscious individuals.
•The product also addresses the 'eating for function' trend among modern consumers, seeking more than just satiety.
•The product incorporates imported lactose-free milk powder from Finland and plant-based protein to align with the alternative protein consumption trend.

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Key Quotes

Executive

"Consumers today don't just choose taste, but also choose what's good for their bodies. Mali therefore believes product development must go further. We leverage our expertise to develop products that meet demands for protein, health, and a fast-paced lifestyle, while retaining the beloved unique taste. This is Mali's new direction for growth in the next era market."

ผู้บริโภควันนี้ไม่ได้เลือกแค่ความอร่อย แต่เลือกสิ่งที่ดีต่อร่างกายไปพร้อมกัน มะลิจึงมองว่าการพัฒนาโปรดักต์ต้องไปไกลกว่านั้น เรานำความเชี่ยวชาญที่มีมาต่อยอดสู่ผลิตภัณฑ์ที่ตอบโจทย์ทั้งโปรตีน สุขภาพ และไลฟ์สไตล์ที่เร่งรีบ โดยยังคงเอกลักษณ์ด้านรสชาติที่ผู้บริโภครัก นี่คือทิศทางใหม่ของมะลิในการเติบโตในตลาดยุคต่อไป

Key Entities

Organization

Mali Brand(นมตรามะลิ)

A leading Thai brand specializing in sweetened condensed milk, now expanding into the health and protein market with new product innovations.

Auntie Anne's(อานตี้ แอนส์)

A brand collaborating with Mali on sales promotion campaigns.

LINE MAN

A service provider collaborating with Mali on sales promotion campaigns.

ITC

An organization that achieved a record-high Q1/69 with sales growth of 28%, partly driven by pet food, and is launching a high-protein, lactose-free condensed milk.

Person

Suthathorn Kannasut(สุดถนอม กรรณสูต)

Mentioned as being behind the enduring legacy of 'Mali Brand' condensed milk.