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Coffee in Thailand
January 2022
2021 DEVELOPMENTS
Consumers continue to shift from foodservice to retail due to pandemic restrictions
Having exhibited their fastest pace of growth in a decade during 2020, the rate of growth in retail volume sales of coffee slowed, but remained robust, in 2021. Restrictions on movement arising from the pandemic meant that local consumers were spending more time at home (with many working from home) and drinking more coffee there.
Deepening health and wellness trend drives shift from sugary beverages to coffee
In terms of retail current value sales growth, fresh ground coffee pods remained by far the top performer in coffee during 2021. More generally, fresh coffee continued to outperform instant coffee, but the latter continued to account for the bulk of retail value sales in this category.
Cafés offer cold-brew coffee via on-demand delivery apps
The government-mandated shutdown of Thailand’s hospitality sector for an extended period in response to the COVID-19 pandemic during 2020 deprived many Thai professionals of their morning coffee ritual in their favourite specialist coffee shop or café. Coffee culture has well and truly arrived in Thailand by this stage, with affluent consumers in urban areas proving particularly fond of the iconic on-trade coffee experience.
PROSPECTS AND OPPORTUNITIES
Economic recovery will drive premiumisation
The rate of growth in retail volume sales of coffee is set to slow significantly during 2022 and stay relatively subdued for the remainder of the forecast period. However, growth in retail current value sales will stronger due to an increase in unit price arising from premiumisation, with an anticipated post-pandemic economic recovery set to play a significant role in this.
As pandemic restrictions are eased, foodservice will regain lost ground
This slowdown in the rate of growth in retail volume sales will be driven in large part by a revival in foodservice demand as COVID-19 restrictions are eased. Foodservice volume sales expected to exceed their 2019 level as early as 2023.
Homeworking set to boost consumer interest in convenience
The trend for home working is set to outlast the pandemic, with a significant number of office workers set to work from home one or more days a week on a regular basis. As a result, innovation in coffee during the forecast period is likely to focus on convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee 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 Coffee 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 Coffee 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 Coffee in Thailand?
To what extent are health considerations impacting consumption of Coffee in Thailand?
What are the traditional preferences in Coffee in Thailand? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Thailand?
Which are the leading brands in Coffee in Thailand?
How are products distributed in Coffee in Thailand?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
Where is future growth expected to be most dynamic?
Coffee in Thailand - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers continue to shift from foodservice to retail due to pandemic restrictions
Deepening health and wellness trend drives shift from sugary beverages to coffee
Cafés offer cold-brew coffee via on-demand delivery apps
PROSPECTS AND OPPORTUNITIES
Economic recovery will drive premiumisation
As pandemic restrictions are eased, foodservice will regain lost ground
Homeworking set to boost consumer interest in convenience
CATEGORY DATA
Table 1 Retail Sales of Coffee by Category: Volume 2016-2021Table 2 Retail Sales of Coffee by Category: Value 2016-2021Table 3 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 4 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 5 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 6 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 7 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 8 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 9 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 10 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 11 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 12 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 13 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Hot Drinks in Thailand - Industry Overview
EXECUTIVE SUMMARY
Hot drinks in 2021: The big picture
2021 trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
Chart 1 Hot Drinks Value Sales Growth Scenarios: 2019-2026Chart 2 Hot Drinks Impact of Drivers on Value Sales: 2019-2026
MARKET DATA
Table 14 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 15 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 16 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 17 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 18 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 19 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 20 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 21 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 22 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 23 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 24 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 25 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 26 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 27 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 28 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 29 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 30 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 31 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 32 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 33 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 34 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 35 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 36 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 37 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 38 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Coffee
Fresh Coffee Beans
Fresh Ground Coffee Pods
Standard Fresh Ground Coffee
Regular Instant Standard Coffee
Decaffeinated Instant Standard Coffee
Regular Instant Coffee Mixes
Decaffeinated Instant Coffee Mixes
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This report originates from Passport, our Coffee research and analysis database.
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