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: 152 | Publication date: Dec 2007
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
Rising consumer health awareness impact soft drinks market
Prior to 2006 carbonates represented one of the most popular soft drinks types among Thai consumers. However, the continued health trend at the end of the review period led to an increasing number of Thais shifting away from consumption of carbonates such as Pepsi, Coca-Cola and Fanta, and moving towards products with a healthier positioning, particularly fruit and vegetable juice products and bottled water. This trend was further bolstered by when the Thai Government allowed manufacturers of carbonates to raise retail prices by Bt1.00 per bottle to cover increasing production and operating costs. During a period of economic slowdown, increasing prices had an additional adverse impact on the appeal of carbonates.
Healthier beverages lead the way for soft drinks’ future
While carbonated drinks saw declining growth, healthier alternatives such as fruit juice and bottled water enjoyed improving performances in 2006. Furthermore, along with the health trend Thais are becoming increasingly concerned with the quality of the food and beverages they consume, resulting not only in a switch to healthier drinks such as fruit and vegetable juice, but also to more expensive products, particularly in urban areas. In bottled water, however, less expensive products increasingly appealed to consumers due to the relatively lack of differentiation in this product. This was evident in the increasing proportion of off-trade bottled water sales held by private label products in 2006.
Thai consumers prefer still soft drinks
While carbonates are traditionally popular products in Thailand, the health trend evident in the country at the end of the review period led to a shift to healthier alternatives. However, one notable factor in this movement was Thai consumers are noticeably less interested in other carbonated soft drinks. For example, neither in bottled water or functional drinks have sparkling products taken off among Thai consumers, who demonstrate a clear preference for still products. A similar trend is also evident in functional drinks. While there is some demand for sparkling bottled water among foreigners living in Thailand, among Thais carbonated soft drinks are primarily used as mixers for consumption with alcoholic drinks.
Drinks with functional properties increasing in importance
While carbonated drinks saw a slowdown in 2006, and RTD green tea suffered from claims that it contains high levels of caffeine and sugar, healthy drinks such as fruit/vegetable juice saw increased demand due to changing drinking behaviour among Thai consumers, as they sought not only freshness and thirst-quenching properties in their soft drinks, but also value added and functional properties. Aiming to take advantage of the strong health trend in the country, some manufacturers offer functional ingredients such as black sesame, ginkgo biloba or collagen. Supported by investment in advertising and promotional campaigns, these products demonstrated potential for growth, particularly among more affluent urban consumers.
Soft drinks show potential for further growth in coming years
The soft drinks market in Thailand offers potential for future growth as consumption per capita remains quite low compared with other countries. This, coupled with the continued increase in health awareness among Thai consumers will stimulate growth over the forecast period. Increased sales are likely to be particularly notable in urban areas, where higher income levels will facilitate purchases of more advanced products, such as fortified bottled water or fruit and vegetable juice. Consumers’ accelerating lifestyles will also lead to increased demand for products in convenient packaging formats suitable for on-the-go consumption. Increased distribution of products in supermarkets and hypermarkets, convenience stores and through petrol station forecourts will be key, and it will be important for manufacturers to carefully target advertising and promotional support for their products if strong growth is to be achieved.
Table of contents
SOFT DRINKS IN THAILAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Rising consumer health awareness impact soft drinks market
Healthier beverages lead the way for soft drinks’ future
Thai consumers prefer still soft drinks
Drinks with functional properties increasing in importance
Soft drinks show potential for further growth in coming years
KEY TRENDS AND DEVELOPMENTS
Health and beauty trend creeps into soft drinks environment
RTD green tea sees sudden drop in 2006
Packaging design plays role in soft drinks
Extending product line and marketing activities help secure future income
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006
Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2002-2006
Table 20 Penetration of Private Label by Sector by Value 2002-2006
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Table 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006
Table 35 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006
Table 36 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011
Table 39 Sales of Bottled Water to Institutional Channels 2000-2005
DEFINITIONS
LOCAL COMPANY PROFILES - THAILAND
MALEE SAMPRAN PLC - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Malee Sampran Public Company Limited: Key Facts
Summary 2 Malee Sampran Public Company Limited: Operational Indicators (Consolidated)
COMPANY BACKGROUND
PRODUCTION
Summary 3 Malee Sampran Public Company Limited: Production Statistics 2006
COMPETITIVE POSITIONING
OISHI GROUP PCL - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Oishi Group Public Company Limited: Key Facts
Summary 5 Oishi Group Public Company Limited: Operational Indicators (Consolidated)
COMPANY BACKGROUND
PRODUCTION
Summary 6 Oishi Group Public Company Limited: Production Statistics 2006
COMPETITIVE POSITIONING
OSOTSPA CO LTD - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Osotspa Company Limited: Key Facts
Summary 8 Osotspa Company Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
TIPCO FOODS (THAILAND) PCL - SOFT DRINKS - THAILAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Tipco Foods (Thailand) Public Company Limited: Key Facts
Summary 10 Tipco Foods (Thailand) Public Company Limited: Operational Indicators (Consolidated)
COMPANY BACKGROUND
PRODUCTION
Summary 11 Tipco Foods (Thailand) Public Company Limited: Production Statistics 2006
COMPETITIVE POSITIONING
CARBONATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006
Table 41 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006
Table 42 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006
Table 43 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006
Table 44 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006
Table 45 Off-trade Sales of Carbonates by Subsector: Value 2001-2006
Table 46 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006
Table 47 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006
Table 48 Company Shares of Carbonates by Off-trade Volume 2002-2006
Table 49 Brand Shares of Carbonates by Off-trade Volume 2003-2006
Table 50 Company Shares of Carbonates by Off-trade Value 2002-2006
Table 51 Brand Shares of Carbonates by Off-trade Value 2003-2006
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011
FRUIT/VEGETABLE JUICE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006
Table 60 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2006
Table 61 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2006
Table 62 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2006
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011
BOTTLED WATER IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Off-trade Sales of Bottled Water: Volume 2001-2006
Table 73 Off-trade Sales of Bottled Water: Value 2001-2006
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2001-2006
Table 76 Company Shares of Bottled Water by Off-trade Volume 2002-2006
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2003-2006
Table 78 Company Shares of Bottled Water by Off-trade Value 2002-2006
Table 79 Brand Shares of Bottled Water by Off-trade Value 2003-2006
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2006-2011
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011
FUNCTIONAL DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006
Table 85 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006
Table 88 Company Shares of Functional Drinks by Off-trade Volume 2002-2006
Table 89 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006
Table 90 Company Shares of Functional Drinks by Off-trade Value 2002-2006
Table 91 Brand Shares of Functional Drinks by Off-trade Value 2003-2006
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011
CONCENTRATES IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006
Table 98 Off-trade Sales of Concentrates by Subsector: Value 2001-2006
Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006
Table 100 Company Shares of Concentrates by Off-trade Value 2002-2006
Table 101 Brand Shares of Concentrates by Off-trade Value 2003-2006
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011
RTD TEA IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006
Table 107 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006
Table 108 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006
Table 109 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006
Table 110 Company Shares of RTD Tea by Off-trade Volume 2002-2006
Table 111 Brand Shares of RTD Tea by Off-trade Volume 2003-2006
Table 112 Company Shares of RTD Tea by Off-trade Value 2002-2006
Table 113 Brand Shares of RTD Tea by Off-trade Value 2003-2006
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011
RTD COFFEE IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Off-trade Sales of RTD Coffee: Volume 2001-2006
Table 119 Off-trade Sales of RTD Coffee: Value 2001-2006
Table 120 Off-trade Sales of RTD Coffee: % Volume Growth 2001-2006
Table 121 Off-trade Sales of RTD Coffee: % Value Growth 2001-2006
Table 122 Company Shares of RTD Coffee by Off-trade Volume 2002-2006
Table 123 Brand Shares of RTD Coffee by Off-trade Volume 2003-2006
Table 124 Company Shares of RTD Coffee by Off-trade Value 2002-2006
Table 125 Brand Shares of RTD Coffee by Off-trade Value 2003-2006
Table 126 Forecast Off-trade Sales of RTD Coffee: Volume 2006-2011
Table 127 Forecast Off-trade Sales of RTD Coffee: Value 2006-2011
Table 128 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2006-2011
Table 129 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2006-2011
ASIAN SPECIALITY DRINKS IN THAILAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2001-2006
Table 131 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2001-2006
Table 132 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2001-2006
Table 133 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2001-2006
Table 134 Company Shares of Asian Speciality Drinks by Off-trade Volume 2002-2006
Table 135 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2003-2006
Table 136 Company Shares of Asian Speciality Drinks by Off-trade Value 2002-2006
Table 137 Brand Shares of Asian Speciality Drinks by Off-trade Value 2003-2006
Table 138 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2006-2011
Table 139 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2006-2011
Table 140 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2006-2011
Table 141 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2006-2011