Cooking oil/King rice bran oil

Editorial staff

King Rice Oil Group is expanding into a diverse range of health-focused products with 1.5 billion baht investment in a new plant on 90 rai plot in Nakhon Sawan next year and is scheduled to be opened in early 2026.

Prateep Santiwattana, CEO of King Rice Oil Group—a leader in rice bran oil, said that the move is to support its sustainable growth in long term, targeting 10 billion baht in revenue by 2030, up from the estimated 8.3 billion baht this year. Of the total, 35% comes from food and rice bran oil and the remaining 65% from pet food.

King Rice Oil Group sets its strategic direction to strengthen and drive business growth via three main areas, including preparing to support the growth of business partners and serving the rising demands of consumers, investing in R&D and market research to develop new products for the health market, and focusing on marketing communications to reach a broad consumer base, particularly targeting the health-conscious younger generation.

In addition, the company continues to prioritize marketing and consumer education, based on the principle of truthful communication. The various health benefits of rice bran oil under the promotion are all supported by reliable research.

Over the past 10 years, the company has invested more than 270 million baht in marketing communications, continuously adapting its strategies to fit each era which has been in line with changes. The company has kept an focus on clear and direct messaging to effectively reach our target consumers. This approach has allowed King to maintain its leadership in the rice bran oil market and remain number one throughout.

King Rice Oil was founded in 1977 with a belief in the value of “Thai rice.” Since then, the company has focused on producing rice bran oil rich in benefits, adhering to international production standards. As it enters its 48th year, the company remains committed to maintaining quality and continuously developing products with consumer health as a priority.

New products will put more focus in pet food, food industry as well as develop special grade rice bran oil for international market. Pharmarceutical and beauty products are also in the business pipeline.

King Rice Oil Group offers a range of rice bran oil products to meet consumer needs, including King Rice Bran Oil with 8,000 ppm oryzanol, 12,000 ppm oryzanol, and 15,000 ppm oryzanol.

The company also offers other health-conscious products, such as King rice bran oil shortening, ricely rice bran oil non daily creamer, and a new product, ricely rice bran drink.

The company has three factories in Samut Prakan, Ayutthaya, and Nakhon Ratchasima. Its extraction plants have a combined production capacity of over 1,550 tons of rice bran per day, allowing it to produce up to 88,000 tons of crude rice bran oil annually. Also, its refinery has a combined production capacity of approximately 350 tons of crude oil per day, enabling it to produce up to 60,000 tons of finished refine oil per year.

“The 47 years of success of King Rice Oil Group is the proof of our dedication in bringing the value of Thai rice to create and develop health products that are recognized both in Thailand and internationally. Through business operations based on good governance, we believe that our unwavering commitment, coupled with investments to enhance our capabilities, will drive King Rice Oil Group to have sustainable growth and achieve 10 billion in sales by 2030,” Mr Prateep said.

He added that the competition in rice bran oil cooking is more intensifying due to the market will grow slightly while there are over 18 brands available in the market.

Total cooking oil is estimated to be worth at 25-26 billion baht with a growth rate of 5% because majority of households used palm oil and soybean oil .

Of the total cooking oil, rice bran oil is valued at 1.1 billion baht, up from 400 million baht before the Covid-19. King brand is the market leader in this product segment, controlling a market share of 85%.