TOPS, under Central Retail, shakes up the FMCG market in 2025 with over 5,000 Own Brand products—offering superior quality, affordable prices, and exceptional value to all customer segments. With the T-O-P-S strategy, the company partners with local producers and communities to drive Own Brand expansion in both domestic and international markets, targeting over 20% growth this year.

TOPS reaffirms its position as a top-of-mind brand for Own Brand products while supporting Thai producers. A key success story: ‘Smile Melon,’ grown by Thai farmers, is now exported to and sold at Singapore’s retail giant, FairPrice Group, under the ‘My Choice Japanese Melon’ label.

Bangkok, 31 March 2025 — TOPS, the food business under Central Retail, has unveiled its growth strategy by expanding its Own Brand portfolio, aiming to increase revenue contribution by more than 20% in 2025. This move is driven by the positive outlook and renewed momentum in Thailand’s fast-moving consumer goods (FMCG) sector, as the industry experiences a strong rebound. At the heart of this strategy is the T-O-P-S framework, designed to enhance brand distinction and expand reach across all consumer segments. The portfolio includes over 5,000 products spanning 110 categories and more than 80 brands, all developed to premium standards and certified to meet international quality benchmarks—while remaining competitively priced and accessible. In addition to this robust lineup, TOPS plans to introduce 500 more products this year and further expand its export footprint across ASEAN, Asia, and Europe—reinforcing its position as Thailand’s leading food retailer.

Mr. Stephane Coum, Chief Executive Officer – Food Group, Central Retail, stated that the company is expanding its business through a diverse portfolio, with one of its key strategies for 2025 being to increase the revenue contribution from its ‘Own Brand’ product group. This approach is in response to the growth of Thailand’s fast-moving consumer goods (FMCG) market, which expanded by 5.2% in 2024 (Source: Nielsen Retail Index, FY2024). Currently, the Own Brand market in Thailand is valued at over 38 billion baht and recorded growth of 11.3% in 2024. However, the market share of Own Brand in Thailand represents only 4%, while the global market share stands at 22%—highlighting a significant gap and immense growth potential. This trend aligns with developments in Western markets, where new-generation consumers, particularly Gen Y and Gen Z, are increasingly embracing Own Brand products.

To capitalise on this opportunity, the company has set a target to grow its ‘Own Brand’ portfolio by 20% this year through a variety of proactive strategies. TOPS will leverage its 29 years of experience in the supermarket industry as a core strength to develop products that respond precisely to the evolving needs of modern consumers. This underscores its position as a food retail leader that never stops evolving—always placing customer needs at the heart of its operations.

Mr. Thanawat Jirajariyavej, Chief Merchandising Officer of Central Food Retail under Central Retail, stated that TOPS has been committed to developing and delivering Own Brand products to consumers for over 23 years. Currently, its portfolio comprises more than 80 brands, spanning 110 product categories and over 5,000 SKUs across both food and non-food items, distributed domestically and internationally.The business operates under the guiding principle of the ‘3Cs’ to create shared value:

Customer – providing high-quality products that offer excellent value for money and are easily accessible to all consumers.
Community – sourcing from local Thai producers and community enterprises, while also importing directly from leading production sources.
Company – fulfilling every customer need while reinforcing TOPS as the ultimate one-stop destination for everyday essentials.

Mr. Thanawat added that 2025 marks a pivotal moment for Thailand’s FMCG market, which has shown signs of recovery. TOPS is thus accelerating efforts to drive growth in its Own Brand category through the implementation of four key ‘T-O-P-S’ strategies, designed to secure long-term success in the food retail industry:

T – Trusted Quality: Establishing a reputation for quality and reliability, Own Brand products of TOPS meet both national and international standards, including organic certifications such as USDA Organic, EU Organic, and CERES. Export-quality marks, such as Thai Hom Mali Rice Certificate Mark of Thailand’s Department of Foreign Trade, Ministry of Commerce, further reinforce the integrity of these offerings. All products are certified according to state-regulated manufacturing and quality control standards. Additionally, the company aims to enhance the certified quality of its Own Brand products by adding the ‘Healthier Choice’ nutrition label, supported by Food and Drug Administration (FDA), Thai Health Promotion Foundation (ThaiHealth) and Institute of Nutrition Mahidol University

O – Offer Variety: Providing an extensive range of consumer and household products under diverse brand portfolios to serve every customer segment. These are grouped into three core categories: Specialised Brands – 69 brands with 707 SKUs focusing on niche categories offering premium quality at accessible prices; Core Brands – 13 brands with 2,166 SKUs centred on food and beverage items under the TOPS brand; and Premium Brands – 3 brands with 2,130 SKUs offering high-quality selections curated from origin sources in Thailand and abroad, particularly under the My Choice label. In 2025, TOPS plans to expand the Own Brand portfolio with over 500 new SKUs.

P – Preferred Choice: Aiming to be the number one trusted brand for consumer goods. This will be achieved by strengthening key brands including My Choice, TOPS, and SmarteR to ensure customer recognition, endorsement, and continued trust in quality.

S – Sustainability by Design: Reinforcing its commitment to becoming a Green & Sustainable Food Retailer, Own Brand integrates sustainability into the product development process from the outset. This includes efforts to ensure that both products and packaging under Own Brand of TOPS contribute positively to environmental conservation. For instance, the Own Brand has developed its SmarteR brand to serve as a flagship for sustainable product lines, such as biodegradable bin bags and compostable paper plates made from natural, eco-friendly materials. In 2024, TOPS also transitioned the packaging of My Choice cherries to fully compostable, plastic-free materials, reducing greenhouse gas emissions by up to 30 tonnes of CO₂ equivalent.

Nevertheless, TOPS continues to uphold its business philosophy under the ‘CRC Care’ framework, particularly in the dimension of ‘Care for the Community’, which aims to enhance the quality of life for Thai people while strengthening the grassroots economy. This is achieved through extensive support for a wide range of community enterprises. One notable success story is the Moo Yai Ruamjai Pattana melon farming group in Tambon Khu Salod, Lat Bua Luang District, Phra Nakhon Si Ayutthaya province—the growers behind the Smile Melon brand, led by Mr. Sawat Suknun. TOPS has involved and supported the community throughout the development journey, from establishing a packing facility and greenhouse to creating a standardised cultivation centre focused on improving yield quality, consistency in size, and flavour. Their produce has since earned GAP (Good Agricultural Practices) certification.

TOPS has also helped expand their sales channels via the Jing Jai FARMERS’ MARKET and elevated their offering under the My Choice label, making the product available across TOPS branches nationwide. Most recently, Smile Melon achieved another major milestone by launching its first-ever international export. The melons are now available under the My Choice Japanese Melon brand at the extensive network of FairPrice Group, Singapore’s largest retailer. This achievement underscores TOPS’ commitment to fostering inclusive growth, a business model that enables shared and sustainable success for all stakeholders.

“Currently, more than 40 Own Brand products of TOPS are available at leading modern trade retailers in five countries—Singapore (through the extensive network of FairPrice Group), China, Vietnam, Cambodia, and Switzerland, said Mr. Thanawat in conclusion. “This achievement stands as clear proof that Thai products are recognised internationally for their high quality and meet the same standards as imported goods from other countries. Looking ahead, we plan to expand exports of Own Brand products of TOPS even further, with a focus on high-potential markets across ASEAN, such as Malaysia, the Philippines, and Indonesia, along with additional opportunities in Asia and Europe.”

Shop from over 5,000 premium-quality Own Brand products of TOPS today at all branches of TOPS, TOPS FOOD HALL, and TOPS DAILY nationwide—or shop easily via Tops Online and the Personal Shopper service. For more information, visit www.tops.co.th, follow TopsThailand on Facebook, or connect via the LINE app at @TopsThailand.

#TOPS #EveryDayDISCOVERY #TOPSOwnBrand

###