Soft Drinks in Thailand
Euromonitor International's Soft Drinks in Thailand market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 169 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft Drinks Being Repositioned as Lifestyle Products
As Thai consumers are becoming more knowledgeable, their behaviour is consequently becoming more sophisticated. Soft drinks manufacturers are capitalising on this changing trend by launching new products and repositioning old ones as lifestyle soft drinks in Thailand. Soft drinks products are increasingly being marketed on an emotional platform, highlighting their youthful image and trendy packaging rather than simply their health benefits. Not only is demand increasing on the consumers’ side, manufacturers are also trying to develop latent demand by drawing attention to the availability of such items. Together with lifestyle product positioning, packaging and labelling are also being developed to better suit the products. Such strategies helped sustain the growth of soft drinks in 2008 at the rates witnessed over the review period.
Health Consciousness Supports the Growth of Healthy Drinks
Health consciousness continues to be an important trend in Thailand. Growing awareness of such issues has spurred major players to develop more healthy drinks. Thai Pure Drinks Ltd launched Coca-Cola Zero in Thailand during 2007 and followed it up with an aggressive marketing campaign in 2008. Meanwhile, fruit/vegetable juice using superfruits such as pomegranate and yumberry continued to pique consumer interest. Green RTD tea saw the infusion of herbs, giving it an even healthier image. However, soft drinks manufacturers are not content to simply market these products on the basis of their functional benefits but are also using emotional appeal to promote them in a more effective manner. Healthy drinks that have benefited from this trend include still bottled water, fruit/vegetable juice, RTD tea as well as low calorie carbonates.
International Majors Face Stiff Competition From Local Players
Soft drinks in Thailand is led by Thai Pure Drinks Ltd and Serm Suk PCL, the local licensees for The Coca-Cola Co and PepsiCo Inc respectively. Together these two companies command a 40% share of Thai soft drinks retail volume sales, a fact which derives from their well-entrenched presences in carbonates, fruit/vegetable juice and bottled water. However, they face stiff competition from local and regional players. Boon Rawd Brewery Co Ltd, TC Pharmaceutical Industry Co Ltd and Osotspa Co Ltd are all domestic companies with sizeable volume shares, active primarily in bottled water and functional drinks. Oishi Trading Co Ltd is another local company with a leading position in RTD tea.
Convenience Stores Emerging as an Important Distribution Channel
Although independent small grocers and supermarkets/hypermarkets command the lion’s share of soft drinks sales in Thailand, convenience stores are rapidly emerging as an important distribution channel for soft drinks manufacturers. When introducing new products many companies choose an exclusive distribution channel for product testing prior to any nationwide launch. Leading convenience store chain 7-Eleven is extensively used for such purposes. By the end of 2008, 7-Eleven is estimated to have reached an outlet count of over 5,000 which helps explain its popularity with soft drinks manufacturers.
Soft Drinks Growth Forecast to Slow Down
Over the forecast period soft drinks is anticipated to experience a positive performance driven by many supportive factors, however the rate of growth is expected to decelerate markedly compared with the review period. Bottled water and functional drinks in particular are expected to post strong performances but other categories will not fare so well. However, even in the slower growing areas those products positioned as healthy options and marketed effectively are also expected to do well over the forecast period.
Table of contents
SOFT DRINKS IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft Drinks Being Repositioned as Lifestyle Products
Health Consciousness Supports the Growth of Healthy Drinks
International Majors Face Stiff Competition From Local Players
Convenience Stores Emerging as an Important Distribution Channel
Soft Drinks Growth Forecast to Slow Down
KEY TRENDS AND DEVELOPMENTS
Package Design Plays an Important Role in Purchasing Decisions
A Wide Variety of Products Increases Sales Dynamism
Superfruits Emerge as a Trend in Thailand
Manufacturers Enhance Promotional Activities
Pricing is a Core Factor in Consumers’ Decision Making
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Thailand
SECTOR DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BOON RAWD BREWERY CO LTD - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Boon Rawd Brewery Co Ltd: Key Facts
Summary 3 Boon Rawd Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Boon Rawd Brewery Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Boon Rawd Brewery Co Ltd: Competitive Position 2008
MALEE SAMPRAN PLC - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Malee Sampran PLC: Key Facts
Summary 7 Malee Sampran PLC: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Malee Sampran PLC: Competitive Position 2008
OISHI GROUP PCL - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Oishi Group PCL: Key Facts
Summary 10 Oishi Group PCL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Oishi Group PCL: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Oishi Group PCL: Competitive Position 2008
OSOTSPA CO LTD - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Osotspa Co Ltd: Key Facts
Summary 14 Osotspa Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Osotspa Co Ltd: Competitive Position 2008
CARBONATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 47 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 48 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 49 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 63 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 64 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 73 Sales of Bottled Water to the Institutional Channel 2004-2008
Table 74 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 75 Off-trade Sales of Bottled Water: Value 2003-2008
Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 77 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 78 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 79 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 80 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 82 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 83 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 84 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 87 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 88 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 91 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 92 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 93 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 99 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 104 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 105 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 116 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 117 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 118 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 121 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 122 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 125 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 126 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
Table 127 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 128 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 129 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 130 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 131 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 132 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 133 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 134 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 135 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 136 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 137 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 138 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 139 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 140 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 141 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 142 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013
ASIAN SPECIALITY DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 143 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2003-2008
Table 144 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2003-2008
Table 145 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2003-2008
Table 146 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2003-2008
Table 147 Company Shares of Asian Speciality Drinks by Off-trade Volume 2004-2008
Table 148 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2005-2008
Table 149 Company Shares of Asian Speciality Drinks by Off-trade Value 2004-2008
Table 150 Brand Shares of Asian Speciality Drinks by Off-trade Value 2005-2008
Table 151 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2008-2013
Table 152 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2008-2013
Table 153 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2008-2013
Table 154 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2008-2013