Osotspa Unveils 2026 Strategy: Driving '3 Growth Engines' to Fortify Beverage Core, Premiumize Personal Care, and Scale Internationally with Mid-Single Digit Growth Target

Osotspa Public Company Limited (OSP), a leader in the FMCG and beverage industry, has announced its 2026 business roadmap focused on sustainable growth under the theme “Executing Excellence and Empowering the Future.” By leveraging three core Growth Engines, the company aims for mid-single-digit revenue growth and a strategic transition into a prominent Regional Player.

Miss Mookda Pairatchavet, CEO of Osotspa (OSP) stated that “Osotspa is poised to enter a new chapter in 2026, driven by confidence in its robust foundation and organizational agility. The company is committed to strengthening its internal operations through visionary management, powered by three strategic growth engines: Domestic Beverages, Personal Care, and International Business.”

Domestic Beverage: Strengthening Core Brands – Accelerating Innovation – Expanding Consumer Base

Osotspa’s beverage portfolio spans across Energy Drinks and Functional Drinks with a multi-tier pricing strategy. The company is reinforcing its market leadership by driving growth for its flagship brands M-150, Lipo, Peptein, and C-vitt. A key focus remains on building brand resonance through consistent consumer engagement, leveraging marketing communications and activities across every consumer touchpoint to secure a dominant position in the Thai market.

Simultaneously, the company is advancing its Premiumization strategy through product innovation. This initiative aims to elevate brand value and enhance portfolio profitability. OSP is also empowering high-potential regional brands, such as Som In-Sum in the Northeast and Shark in the North and South, to strengthen local market presence and unlock full growth potential.

In terms of distribution, Osotspa continues to optimize its supply chain efficiency. This includes expanding Traditional Trade coverage, enhancing fleet capabilities, and deploying new strategies to penetrate high-demand community stores. The goal is to ensure on-shelf availability and instant accessibility at every point of sale. Furthermore, the company is fortifying its presence in Modern Trade channels—including supermarkets, hypermarkets, and convenience stores—to align with the evolving purchasing behaviors of modern consumers.

Personal Care: Leveraging Gentleness and Fragrance Expertise to Conquer New Markets via Premiumization

Osotspa has achieved remarkable success in maintaining its market leadership. Its flagship brand, Babi Mild, reached a three-year record high in market share within the baby liquid soap category and secured the "Best Brand Performance on Social Media" award.

A pivotal strategy involves expanding the consumer base from the "Mother & Baby" segment into the Adult Segment through the Ultra Mild brand, which has shown robust Year-on-Year (YoY) growth. This expansion includes successful launches in the deodorant and feminine wash categories, both of which earned the prestigious HWB Awards (Health, Wellness, and Beauty) from Watsons for outstanding sales performance.

Furthermore, the company is doubling down on its Premiumization strategy to shift the portfolio toward higher-tier segments with superior margins. Key moves include:

• Twelve Plus Eau De Parfum: Elevating the brand into the premium fragrance market.
• XIT Pro Roll-on: Competing in the high-end deodorant market to provide innovative, high-efficacy solutions for discerning consumers.
• New Market Entry: Osotspa is set to penetrate the 8-billion-baht adult shampoo market later this year.

International Business: Growing Beyond Thailand – Expanding into High-Potential Markets

Osotspa has positioned its International Business as a primary growth engine, targeting double-digit growth. By leveraging its proven success models in Myanmar and Laos as blueprints, the company is scaling its footprint into high-purchasing power regions, specifically the Middle East (UAE and Oman).

Furthermore, OSP is building a Strategic Ecosystem through powerful partnerships. A key highlight is the pilot entry into the high-potential Chinese market with the Babi Mild brand. The company is also set to showcase its capabilities and health-centric food and beverage innovations at THAIFEX 2026 for the first time. This global stage will be used to attract international partners and investors, reinforcing Osotspa’s readiness to lead as a Global FMCG Player.

Miss Mookda added “Amidst a challenging economic landscape, consumers have shifted their focus toward health a trend that has now become the new standard of modern consumer behavior. Osotspa is poised to lead the market with innovations that cater to every generation, from Gen Z and Millennials to the Silver Age (aging population), who will play a pivotal role in driving future market trends. We are strategically managing our portfolio to strike a balance between Value for Money addressing cost-conscious consumers and Premiumization, to meet diverse market demands. Furthermore, we are transforming the entire organization into a Data-driven enterprise to maximize distribution efficiency and ensure that our marketing communications reach consumers with nationwide precision. Our goal is clear: to achieve high-quality growth and generate robust, long-term sustainable margins.”

Ms. Ratiporn Ratcharoen Group Chief Financial Officer บมจ. โอสถสภา (OSP) highlighted the company’s financial resilience: “Osotspa is driving the organization under the ‘ONE OSP’ strategy to create a unified and sharp management framework. In the past year, our visionary cost management successfully propelled our Gross Profit Margin beyond the 40% threshold for the first time a level of profitability we are confident in maintaining. Our primary objective for 2026 is to deliver growth across both the Top and Bottom Lines. We are focused on achieving Economies of Scale by driving sales volume and maximizing production capacity, while maintaining a lean SG&A (Selling, General, and Administrative) expense ratio to fuel an exponential leap in net profit. Furthermore, Osotspa has earmarked a CAPEX (Capital Expenditure) budget of 400–500 million THB to upgrade our digital infrastructure and AI capabilities. This investment will shift us toward Real-time, Data-driven Decision Making and precise risk management. We are also investing in People & Culture to nurture talent and foster an Entrepreneurial Spirit, ensuring a seamless transition as we scale our business regionally”.

Osotspa is committed to driving sustainable growth by balancing economic performance with creating a positive impact on society and the environment. We are intensifying our ESG (Environmental, Social, and Governance) framework across two key pillars: Human Capital Excellence and Integrated Waste Management, aimed at fostering a Circular Economy throughout our entire value chain.

Our unwavering commitment has earned Osotspa the highest 'AAA' rating from the SET ESG Ratings last year. Furthermore, for the fourth consecutive year, we have been ranked in the Top 10% of the Global Beverage Industry by the S&P Global Sustainability Yearbook. These accolades serve as a global validation of our sustainability standards, instilling confidence and delivering long-term value to our shareholders.