Value drivers with fresh produce at Lotus and Makro Thailand

PE – What positive trends now emerge with fresh produce and retail in Thailand?

GV - We are observing three key positive trends within Thailand’s fresh produce market. Firstly, consumers are increasingly value-conscious, seeking both affordability and high quality. The younger generation, in particular, is open to experimenting with new fruit and vegetable varieties, provided they offer good value for money. Secondly, online fresh produce sales continue to gain momentum, with digital channels playing a significant role in consumer purchasing behavior. Lastly, the health and wellness movement remains strong, with a growing number of consumers allocating more of their budgets toward fruit and vegetables as part of a healthier lifestyle.

PE – What are the latest initiatives at Lotus and Makro to stimulate consumption?

GV - The recent period of price deflation has presented a valuable opportunity to encourage consumers to upgrade their purchases. At both Lotus supermarkets and Makro cash-and-carry, we have focused on two main strategies: promoting value packs to drive volume and introducing premium ranges to entice customers to trade up. This has been particularly effective with imported produce, where improved quality and competitive pricing have made premium options more accessible and attractive to consumers.

PE – Which varieties grew more the past two years?

GV - Berries have seen remarkable growth across the board—particularly strawberries, cherries, and blueberries. Enhanced supply chains, more competitive pricing, and improved logistics have made these categories far more accessible. These fruits, once considered premium imports, are now increasingly popular with Thai consumers who are drawn to their novelty, flavor, and perceived health benefits.

PE – How relevant are the organics for Lotus and Makro? Are there specific strategies in place for this segment?

GV - The organic segment is growing rapidly, driven by consumer demand for healthier options and greater transparency regarding product origins. Currently, organic produce accounts for approximately 10% of our total fresh category sales—still relatively low, but with significant potential for expansion. Our strategic approach focuses on educating consumers, expanding our organic assortment, and ensuring competitive pricing to make organic choices more accessible to the mainstream market.

PE – What developments are there in sustainability or ethical labeling, such as “climate-friendly” initiatives?

GV - Sustainability has become an increasingly important area of focus for us. While regulatory requirements in Thailand remain relatively light at present, consumer expectations are evolving. Shoppers are becoming more interested in where their food comes from and how it is sourced. In response, we are closely monitoring this trend and proactively engaging with suppliers to explore certifications such as climate-friendly labels and potential carbon footprint audits, ensuring we stay ahead of future regulations and consumer demand.

PE – Could you please provide key figures pf CP Axtra retail today?

GV - Across Lotus and Makro, part of CP Axtra group, we operate a combined total of 2,571 stores. Lotus comprises approximately 2,400 locations, which includes 220 hypermarkets, 180 supermarkets, and 2,000 mini-supermarkets. Makro operates 171 large-format wholesale stores. Collectively, we serve over 20 million customers each week. This extensive footprint, combined with our broad product offering, positions us as a key player in Thailand’s fresh produce market.

For more information about CP Axtra and the Thai retail market, you can write here.