Executive Summary

Mar 2019
PROSPECTS
Health concerns and sugar tax depress off-trade demand for carbonates

Carbonates off-trade volume sales continued to decline in Thailand in 2018 as rising awareness of the health risks associated with a high sugar intake led more consumers to favour other types of soft drinks, such as bottled water. The negative impact of increased health-consciousness was compounded as off-trade unit prices rose substantially due to the sugar tax, which was implemented in late 2017.

New fruit flavours launched to attract younger consumers

In an effort to counteract the perception that this category is inherently unhealthy and appeal to younger consumers willing to experiment with novel tastes, a number of carbonates producers introduced new fruit flavour variants in 2018. For example, Aje Thai Co launched Cola Lime and Apple Mint flavours under its Big brand.

On-trade channel offers opportunities as off-trade consumption falls

Despite declining demand in the off-trade channel, carbonates on-trade volume sales continued to grow in 2018. This was partly because busier lifestyles and rising disposable incomes led many Thai consumers to eat out more frequently.

COMPETITIVE LANDSCAPE
Coca-Cola and Pepsi-Cola remain the clear leaders in 2018

Coca-Cola remained the dominant company in carbonates in off-trade value terms in 2018, with fellow multinational Pepsi-Cola retaining second place. Wide portfolios, globally renowned brands and continuous investment in innovation and marketing activities ensured neither player experienced a significant challenge to their competitive positions over the review period.

Sarsi re-enters carbonates after long absence

After an absence of several years, Serm Suk reintroduced the Sarsi brand in carbonates in 2018. Renowned for its foamy appearance and distinctive flavour, the fact that Sarsi is a root beer clearly differentiates it from most other carbonates brands.

Coca-Cola and Pepsi introduce limited edition packaging designs

As off-trade demand declined due to rising health-consciousness and the sugar tax, carbonates manufacturers pursued new marketing strategies in 2018 to try and strengthen the appeal of their brands. For example, Coca-Cola’s “Hula Hula with Coca-Cola this summer” campaign saw the company introduce 24 limited edition packaging designs for its eponymous brand.

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Carbonates in Thailand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Thailand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Carbonates in Thailand?
  • What are the major brands in Thailand?
  • Who are the key consumers of carbonates in Thailand?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in Thailand - Category analysis

HEADLINES

PROSPECTS

Health concerns and sugar tax depress off-trade demand for carbonates
New fruit flavours launched to attract younger consumers
On-trade channel offers opportunities as off-trade consumption falls

COMPETITIVE LANDSCAPE

Coca-Cola and Pepsi-Cola remain the clear leaders in 2018
Sarsi re-enters carbonates after long absence
Coca-Cola and Pepsi introduce limited edition packaging designs

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 19 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in Thailand - Industry Overview

EXECUTIVE SUMMARY

Rising health-consciousness constrains demand for soft drinks in 2018
New sugar tax fuels price hikes in several categories
Producers adjust their strategies as competition intensifies
Health concerns have a major influence on new product development
Despite challenges, outlook for soft drinks remains positive overall

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 33 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 34 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 35 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 41 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 42 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 46 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 47 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 50 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 51 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Thailand
Trends

SOURCES

Summary 1 Research Sources