Bio Consumer, a local maker of household and men's and women's personal-care products, expects to venture into the export market in April and hopes overseas sales will contribute about 3 per cent of its turnover this year.

The company makes and sells under nine brands - vivite, Eversense, D-nee, fineline, Tross, Benice, Genie, Smart and Ctral.

Managing director Suthidej Thakolsri said yesterday the firm had been discussing international business alliances since last year.

He expects to export to many countries. If tests in those markets are successful, the firm will later have talks with possible partners on specific sales and distribution procedures and marketing plans.

The company hopes to gradually increase markets in up to 20 countries, including Australia and the Middle East, he added.

Its roll-on, cologne and household products will be pilot products to test the markets, he said, adding that the company does not have to adjust its working system for the export plan.

Bio Consumer last year achieved its sales target of Bt3 billion, with 10-per-cent growth. Fifty-eight per cent of sales was contributed by household products and the rest by personal-care products, said Suthidej.

He said major negative factors last year included natural disasters in many provinces, which affected the stock system of many local retailers.

On the other hand, men's-care brand Ctral, which was introduced in the last five months of the year, had the most prominent growth amongst all nine brands. Group product manager Sirisupa Yingcharoen said the brand had already gained a 13-per-cent market share in the Bt300-million men's moisturiser market, and 11 per cent in the Bt380-million men's facial foam market.

This year, the company aims for higher sales growth of 15-20 per cent, driven by new products. It has allocated Bt750 million to Bt800 million as a marketing budget.

Bio Consumer has no plans to introduce new brands but will launch a new body-care product line for Ctral within a few months, Suthidej said.

Government policy that could lead to rises and falls in consumer sentiment is likely to be the major concern this year, in addition to fierce competition in the personal-care and household markets. However, Suthidej said the company was strong as all its nine brands have already gained a good reputation.

Nitida Asawanipont

The Nation