Coffee in Thailand

PROSPECTS

Instant coffee dominates, but fresh coffee sees the fastest growth

Consumers in Thailand are traditional drinkers of instant coffee, with instant coffee mixes often the preferred choice for convenience reasons. However, fresh coffee, especially fresh ground coffee pods, continues to outpace instant coffee in off-trade volume and value growth terms, largely due to the premiumisation trend.

Booming third wave shows coffee’s potential

Thailand is witnessing a boom in specialist coffee shops in urban areas, especially in Bangkok. These outlets attract young adults, who are increasingly knowledgeable about coffee and value a sophisticated consumer experience and quality ingredients.

Fresh coffee is set to add dynamism in the forecast period

The burgeoning coffee culture in Thailand is underpinned by the rise of specialist coffee shops, the growing range of premium products and strong marketing by the leading players. More consumers are turning to convenient, but high-quality coffee to help them cope with increasingly hectic lifestyles.

COMPETITIVE LANDSCAPE

Nestlé (Thai) explores fresh coffee

Nestlé (Thai) continued to dominate coffee in off-trade volume and value share terms in 2018. The company is strong in instant coffee, where it leads instant standard coffee and instant coffee mixes through Nescafé.

Companies adapt to fast-moving category

As competition in coffee intensifies, players are focusing more on marketing and new variants to grow brand awareness and sales. To keep pace in a fast-moving category characterised by the premiumisation and convenience trends and an increasingly sophisticated consumer base, players are expected to develop new flavours and variants.

Boncafé leverages on quality fresh coffee positioning

One company at the forefront of efforts to build brand equity is Boncafé (Thailand). Boncafé is a leading and active brand in fresh coffee beans and fresh ground coffee.

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