Executive Summary

Apr 2019
PROSPECTS
Manufacturers emphasise key features such as energy boosting to attract consumers

Thanks to increasingly hectic lifestyles, consumers are becoming increasingly stressed and fatigued, which is stimulating demand for fortified/functional beverages with energy-boosting properties. This trend is particularly strong among blue-collar workers who need to maintain high energy levels as their work can be labour intensive.

FF RTD coffee is the fastest-growing category

FF RTD coffee registered the fastest retail value growth in 2018 due to the rising popularity of the coffee-drinking culture and the reliance on caffeine to help boost energy and concentration levels. However, growth was from a low base as these products have limited appeal.

The average unit price increases slightly in 2018

The average unit price of FF beverages continued to witness an increase at the end of the review period. In FF RTD coffee and FF 100% juice, consumers are showing increasing sophistication and trading up to more premium options, such as RTD Espresso coffee and superfruit juice.

COMPETITIVE LANDSCAPE
Osotspa comes under pressure but retains category lead

Osotspa retained the top spot in fortified/functional beverages in 2018 due to the popularity of its energy drinks and wide distribution. The company engages in promotional activities, such as sponsoring the Thai League 2 M150 Championship, a co-sponsor for Thai League, and a co-sponsor for the Thai national football team and regional sponsor for M150 Cup tournament, to boost its image as an energy-boosting choice.

Mixed fortunes for Carabao Tawandang and TC Pharmacuetical

Carabo Tawandang leverages on its existing strong branding and growth momentum. The brand targets generation Y consumers through sophisticated design and aggressive marketing.

Domestic players remain prominent in FF beverages

Domestic players continue to account for the lion’s share in FF beverages with the top three players – Osotspa, TC Pharmaceutical Industry, and Carabao Tawandang being domestic players and accounting for more than half of FF beverages value shares. Domestic players can tailor their product offerings to meet changing consumer demands faster than global players.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Fortified/Functional Beverages in Thailand

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages 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.

The Fortified/Functional Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Fortified/Functional Beverages in Thailand - Category analysis

HEADLINES

PROSPECTS

Manufacturers emphasise key features such as energy boosting to attract consumers
FF RTD coffee is the fastest-growing category
The average unit price increases slightly in 2018

COMPETITIVE LANDSCAPE

Osotspa comes under pressure but retains category lead
Mixed fortunes for Carabao Tawandang and TC Pharmacuetical
Domestic players remain prominent in FF beverages

CATEGORY DATA

Table 1 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 2 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 3 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 4 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 5 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 6 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 7 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 8 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 9 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 10 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 11 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Thailand - Industry Overview

EXECUTIVE SUMMARY

Ongoing growth for health and wellness in 2018
Online connectivity and marketing campaigns raise awareness of nutrition
Value shares of domestic and international players are comparable
Modern grocery retailers remain and important channel for health and wellness
Health and wellness set to experience further growth

MARKET DATA

Table 12 Sales of Health and Wellness by Type: Value 2013-2018
Table 13 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 14 Sales of Health and Wellness by Category: Value 2013-2018
Table 15 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 16 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 17 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 18 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 19 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 20 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 21 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 22 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 24 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 25 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 27 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources