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Bottled Water in Thailand
January 2022
2021 DEVELOPMENTS
In spite of pandemic economic shock, bottled water demand continues to grow due to its strong health and wellness positioning
Having slowed during 2020, the pace of growth in off-trade volume sales of bottled water quickened in 2021 but remained below its pre-pandemic level. The effect of the economic shock of the pandemic was compounded by a reduction in impulse purchasing and on-the-go consumption, as local consumers spent more time at home due to COVID-19 restrictions.
Pandemic restrictions continue to weigh heavily on on-trade demand
In spite of its recent travails, the on-channel remains an important source of demand for bottled water in Thailand, accounting for almost a third of total volume sales in 2021. On-trade volume sales plunged by more than a fifth in 2020 and recovered only partially during 2021.
Deepening health and wellness trend supports strong growth in demand for functional bottled water
The health and wellness trend continued to boost demand for functional bottled water in 2021, albeit from a relatively low base. Offerings fortified with vitamin C and various B vitamins were particularly popular in this regard, in addition to products positioned as boosting immune system function.
PROSPECTS AND OPPORTUNITIES
Recovery in on-trade demand will accelerate as pandemic restrictions are eased and foreign tourists return
The recovery in on-trade demand will accelerate in 2022, with volume sales of bottled water set to surpass their 2019 level in 2023, supported by easing COVID-19 restrictions and a revival in inbound tourism. Off-trade demand growth will remain relatively robust throughout the forecast period, as the health and wellness trend is set to outlast the pandemic.
Demand for still natural mineral bottled water will be buoyed by economic revival
Still natural mineral bottled water brands like Purra have been long perceived as a premium product, with consumption largely limited to foreign tourists and affluent locals. As a result, demand for it though both the on- and off-trade has been hard hit by the pandemic.
Leaders Singha and Crystal retool their marketing in the light of COVID-19
Led by Serm Suk Plc and Boon Rawd Brewery Co Ltd, domestic manufacturers continue to lead in bottled water, and this is unlikely to change during the forecast period. Both of these players have unveiled new packaging designs since the onset of the pandemic.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Thailand report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Bottled Water in Thailand?
To what extent are health considerations impacting consumption of Bottled Water in Thailand?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Thailand?
Which are the leading brands in Bottled Water in Thailand?
What potential exists for multinational or domestic soft drinks companies to expand in Thailand?
How are products distributed in Bottled Water in Thailand?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Bottled Water in Thailand - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
In spite of pandemic economic shock, bottled water demand continues to grow due to its strong health and wellness positioning
Pandemic restrictions continue to weigh heavily on on-trade demand
Deepening health and wellness trend supports strong growth in demand for functional bottled water
PROSPECTS AND OPPORTUNITIES
Recovery in on-trade demand will accelerate as pandemic restrictions are eased and foreign tourists return
Demand for still natural mineral bottled water will be buoyed by economic revival
Leaders Singha and Crystal retool their marketing in the light of COVID-19
CATEGORY DATA
Table 1 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 2 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 32 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 37 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 41 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 42 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Thailand
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Bottled Water
Carbonated Natural Mineral Bottled Water
Carbonated Spring Bottled Water
Carbonated Purified Bottled Water
Still Flavoured Bottled Water
Sparkling Flavoured Bottled Water
Functional Bottled Water
Still Natural Mineral Bottled Water
Still Spring Bottled Water
Still Purified Bottled Water
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