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: 157 | Publication date: Apr 2008
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
Another Healthy Showing for Soft Drinks in 2007
The performance of soft drinks accelerated slightly in 2007 compared to 2006, although compared to the overall review period volume growth was lower. One reason for this was a boom in RTD tea over the review period, as it was first introduced to the mass market. The most popular item was RTD green tea. The overall performance of soft drinks in Thailand was partly due to this boom but the hype had gradually died down by 2005, and the RTD tea sector faced declining sales in 2006 and 2007. Other than movements in RTD tea, other factors allowing stronger growth in 2007 included the continuation of the health and wellness trend, whereby drinks positioned as healthy gained in popularity. In line with this growing health consciousness, fruit/vegetable juice and bottled water continued to be the strongest performers in 2007.
Soft Drinks With Functional and Health Benefits Grow in Importance
2007 was an active year for soft drinks companies in Thailand and the industry saw an increasingly competitive environment. New products were launched in new flavours and value-added products emerged with functional ingredients to target not only increasingly health-conscious consumers, but also beauty-conscious women. Furthermore, greater diversity was also seen in the form of additional packaging sizes – both smaller and larger. A few of the more notable launches in 2007 had a functional or health angle to them, most notably Coca-Cola Zero and B-ing.
Health and Hygiene Awareness Drive Growth of Bottled Water
Thanks to an increase in hygiene awareness along with growing health consciousness, consumers tended to pay more attention to the quality of food and drink they consumed. Consequently, bottled water registered the strongest growth of all soft drinks in 2007. Within bottled water, there has been intensified competition between major players trying to differentiate their products. Aggressive advertising and promotional activities have been launched to stimulate sales together with improved distribution in both the on-trade and off-trade.
Carbonates Brands Still Lead Despite Declining Shares
The soft drinks industry in Thailand features numerous players, but there are distinct leaders. Carbonates players consistently led the market over the review period, the top two players being Thai Pure Drinks Ltd and Serm Suk PCL with their global carbonates brands Coca-Cola and Pepsi. Nonetheless, with the growing health awareness of Thai consumers, the performance of carbonates was significantly lower than other soft drinks sectors in 2007 and these companies have faced a decline in share. In contrast, companies offering healthier soft drinks, such as Nestlé (Thailand) Ltd, saw share gains in 2007.
Slower but Still Healthy Performance Awaits Soft Drinks
Over the forecast period, soft drinks is anticipated to continue to perform well. Growth will primarily be driven by healthier soft drinks types thanks to the continuing health and wellness trend. In addition, as marketing becomes more intense, newcomers are expected to emerge and various new products and line extensions will be introduced. Nonetheless, the forecast period will see a slowdown in growth compared to the review period.
Table of contents
SOFT DRINKS IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Another Healthy Showing for Soft Drinks in 2007
Soft Drinks With Functional and Health Benefits Grow in Importance
Health and Hygiene Awareness Drive Growth of Bottled Water
Carbonates Brands Still Lead Despite Declining Shares
Slower but Still Healthy Performance Awaits Soft Drinks
KEY TRENDS AND DEVELOPMENTS
Healthy Positioning of Products
Products Targeted at Teenagers Become More Visible
More Imported Brands Enter the Market
Wider Acceptance of Private Label
Convenience Stores Grow in Popularity Thanks to Busier Lifestyles
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - THAILAND
BEER THAI (1991) PLC - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Beer Thai (1991) Plc: Key Facts
Summary 3 Beer Thai (1991) Co Ltd: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
Summary 4 Beer Thai (1991) Plc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Beer Thai (1991) Plc: Competitive Position 2007
BOON RAWD BREWERY CO LTD - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Boon Rawd Brewery Co Ltd: Key Facts
Summary 7 Boon Rawd Brewery Co Ltd: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
Summary 8 Boon Rawd Brewery Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Boon Rawd Brewery Co Ltd: Competitive Position 2007
OISHI GROUP PCL - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Oishi Group PCL: Key Facts
Summary 11 Oishi Group PCL: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 12 Oishi Group PCL: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Oishi Group PCL: Competitive Position 2007
TIPCO FOODS (THAILAND) PCL - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Tipco Foods (Thailand) PCL: Key Facts
Summary 15 Tipco Foods (Thailand) PCL: Operational Indicators 2003-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Tipco Foods (Thailand) PCL: Competitive Position 2007
CARBONATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Low Calorie Carbonates by Subsector 2003-2007
Table 37 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 45 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 46 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 47 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 57 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 58 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 60 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 61 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 62 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 69 Sales of Bottled Water to Institutional Channel 2003-2007
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 88 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 17 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 94 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 96 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 98 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 99 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 100 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 105 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 106 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 108 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 109 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 110 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 111 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 112 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 113 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 118 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 119 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 120 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 121 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 122 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 123 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 124 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 125 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 126 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 127 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012
ASIAN SPECIALITY DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 129 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2002-2007
Table 130 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2002-2007
Table 131 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2002-2007
Table 132 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2002-2007
Table 133 Company Shares of Asian Speciality Drinks by Off-trade Volume 2003-2007
Table 134 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2004-2007
Table 135 Company Shares of Asian Speciality Drinks by Off-trade Value 2003-2007
Table 136 Brand Shares of Asian Speciality Drinks by Off-trade Value 2004-2007
Table 137 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2007-2012
Table 138 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2007-2012
Table 139 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2007-2012
Table 140 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2007-2012