Analysis of market share and export demand of pineapple juice in Thailand

Pineapple juice industry is the only one fruit juice industry in Thailand that succeed in foreign market. But domestic market is not great enough and the main problems of the export still remain as the Philippines is the important competitive country. The objectives of this study were to study production and marketing situation of pineapple juice, to analyse the changes of market shares and to analyse Thailand export demands of pineapple juice to the important importing countries. The analyses of pineapple juice market shares between Thailand and Philippines in the United States, Netherland, Spain and Japan showed that the changes in Thailand's market shares due to the size of market effect in these market were 102.35, 37.24, 47.16 and 22.58 percent of the total, respectively. At the same time, Philippines' market shares due to this effect in those countries were 53.33, 85.65, 339.42 and 792.47 percent of the total effect, respectively. The changes of Thailand's market shares due to the competitive effect in the above countries were -2.35, 62.76, 52.84 and 77.42 percent, respectively. The total size of market in those countries as shared by Thailand and Philippines were 84.06 and 67.27 percent of the total effect, the competitive effects were 21.48 and 42.83 percent of the total effect and the distributive effect were -5.54 and -10.10 percent of the total effect, respectively. The analyses of pineapple juice export demand from Thailand to United States showed that the elasticities of demand with respect to export price of pineapple juice of Thailand to United States, per capita income and domestic pineapple juice production of United States were -0.5725, 0.8599 and -0.7187, respectively. For Netherland, the elasticities of demand with respect to Netherland's pineapple juice import prices from Thailand and per capita income of Netherland were -0.0328 and 1.0138, respectively. The elasticities of demand for Spain with respect to Spain's pineapple juice import prices from Thailand and per capita income were -0.5153 and 0.9224, respectively. And the elasticities of demand for Japan with respect to export price of pineapple juice of Thailand to Japan and per capita income were -0.1305 and 2.1978, respectively.