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Hot Drinks in Thailand
January 2022
Hot drinks in 2021: The big picture
The pandemic has had a positive effect on retail volume sales of hot drinks, with the negative effect of its economic shock outweighed by the fact that is has led to consumers spending more time at home. In particular, demand for hot drinks has been boosted by the closure of schools and offices for an extended period.
2021 trends
The health and wellness trend was growing in importance in hot drinks prior to the onset of the pandemic, but COVID-19 has served to reinforce it by drawing attention to the health risks associated with obesity. Thailand’s sugar tax, which came into effect on 1 October 2019 has also played a role in this by drawing the attention of local consumers to the issue.
Competitive landscape
New product development in hot drinks is mainly focused on health and wellness. Moreover, the higher prices that now apply to sugar-laden beverages have resulted in a number of reformulations to reduce sugar content.
Retailing developments
The pandemic has served to accelerate the growth of e-commerce as a distribution channel for hot drinks in Thailand. Local consumers are steadily becoming more comfortable doing their grocery shopping online, while both retailers and manufacturers have been paying more attention to this channel since the onset of the pandemic and increasing their investment in it.
Foodservice vs retail split
What next for hot drinks?
The recovery in foodservice demand for hot drinks will gather pace during 2022, with foodservice volume sales set to exceed their pre-pandemic (2019) peak as soon by 2023. This recovery will be driven by the normalisation of daily life as pandemic restrictions are eased and inbound tourism recovers.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Coffee
Tea
Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Thailand?
To what extent are health considerations impacting consumption of Hot Drinks in Thailand?
What are the traditional preferences in Hot Drinks 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 Hot Drinks in Thailand?
Which are the leading brands in Hot Drinks in Thailand?
How are products distributed in Hot Drinks 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 Hot Drinks?
Where is future growth expected to be most dynamic?
Hot Drinks in Thailand
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 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 3 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 4 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 9 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Coffee in Thailand
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 26 Retail Sales of Coffee by Category: Volume 2016-2021Table 27 Retail Sales of Coffee by Category: Value 2016-2021Table 28 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 29 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 32 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 33 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 34 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 35 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Tea in Thailand
KEY DATA FINDINGS
2021 DEVELOPMENTS
Volume sales of tea remain below pre-pandemic levels in both foodservice and retail
Demand fruit/herbal tea boosted by pandemic due to perceived healthfulness
Increased demand for convenience boosts demand for instant tea
PROSPECTS AND OPPORTUNITIES
Manufacturers want to broaden the appeal of tea by making it young and fun
CBD tea represents a growth opportunity
Organic products will proliferate, but relatively few local consumers will be able to afford them
CATEGORY DATA
Table 39 Retail Sales of Tea by Category: Volume 2016-2021Table 40 Retail Sales of Tea by Category: Value 2016-2021Table 41 Retail Sales of Tea by Category: % Volume Growth 2016-2021Table 42 Retail Sales of Tea by Category: % Value Growth 2016-2021Table 43 NBO Company Shares of Tea: % Retail Value 2017-2021Table 44 LBN Brand Shares of Tea: % Retail Value 2018-2021Table 45 Forecast Retail Sales of Tea by Category: Volume 2021-2026Table 46 Forecast Retail Sales of Tea by Category: Value 2021-2026Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2021-2026Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2021-2026
Other Hot Drinks in Thailand
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic restrictions support growth in retail volume sales
Deepening health and wellness trend boosts demand for functional and fortified offerings
Leader AB Food & Beverages Thailand launched Ovaltine fortified with vitamin B5
PROSPECTS AND OPPORTUNITIES
Recovery in foodservice demand will accelerate as pandemic restrictions are eased
Growing popularity of e-commerce will make distribution easier for smaller players
Sugar tax likely will lead to more product reformulation
CATEGORY DATA
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2016-2021Table 50 Retail Sales of Other Hot Drinks by Category: Value 2016-2021Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2017-2021Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2018-2021Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2021-2026Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2021-2026Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2021-2026Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Hot Drinks
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
Loose Black Tea
Tea Bags Black
Fruit/Herbal Tea
Green Tea
Instant Tea
Other Tea
Chocolate-based Flavoured Powder Drinks
Malt-based Hot Drinks
Non-Chocolate-based Flavoured Powder Drinks
Other Plant-based Hot Drinks
Hot Drinks
This is the aggregation of Coffee, Tea, and Other Hot Drinks.