Top 5 Chip Snack Brands in Southeast Asian E-Commerce 2025

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Akbar Ridwan 22/08/2025 17:36 WIB

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According to TMO Group, in April 2025, Lay's became the most popular potato chip brand in the Southeast Asian e-commerce market.

Market Share of Top 5 Fruit/Vegetable/Potato Chip Snack Brands in Southeast Asian E-commerce (April 2025)

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Market Share of Top 5 Fruit/Vegetable/Potato Chip Snack Brands in Southeast Asian E-commerce (April 2025)

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According to TMO Group, in April 2025, Lay's was the most popular snack brand in the fruit/vegetable/potato chips category in Southeast Asian e-commerce.

"Lay's, a brand under PepsiCo, was the best-selling brand in this category in the Southeast Asian online market, and the only brand with a market share above 5%," said TMO Group in its July 2025 report.

Here's the market share of the top 5 most popular chip snack brands in Southeast Asian e-commerce in April 2025:

* Lay's (United States) - potato chips: 7.9%

* Mr. Squirrel (Philippines) - fruit and vegetable chips: 1.8%

* Pringles (United States) - potato chips: 1.8%

* Zaiwa (Malaysia) - potato chips: 1.3%

* Calbee (Japan) - potato chips: 1.2%

TMO Group also found that international brands, such as Pringles and Calbee, performed well in the potato chip subcategory.

"These brands have introduced local flavors based on Southeast Asian preferences, such as Lay's with Thai spicy, Hainanese chicken rice, and Vietnamese spring roll flavors," they said.

According to TMO Group, in high-income markets such as Malaysia, Singapore, and Thailand, imported chips are often considered premium snacks.

"Consumers in these countries are willing to pay more for well-known brands," they said.

TMO Group obtained these figures from an analysis of sales data on Southeast Asian e-commerce platforms Shopee and Lazada.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."