The Coronavirus (COVID-19) pandemic has led to widespread changes in consumer lifestyles and consumption habits in Thailand. The emphasis on health and immunity, as well as longer time spent in the home, encouraged consumers to focus their spending on fresh, more natural and unsweetened food and drinks.
The amended excise tax on sugary beverages came into force in 2017. The new rates were set to rise on a gradual basis over four phases: 16 September 2017 to 30 September 2019; 1 October 2019 to 30 September 2021; 1 October 2021 to 30 September 2023; and on 1 October 2023.
Domestic companies are strongly represented in NH beverages in Thailand, where they enjoy a competitive edge over international rivals due to their deeper knowledge of the preferences of local consumers, especially in terms of the benefits of certain local ingredients or traditional herbs. For example, local players often include genmai, yuzu, chrysanthemum, or cooling Chinese herbs in RTD green tea, as well as mangosteen, guava and mandarin orange in 100% juice.
More consumers are expected to be interested in health prevention in the forecast period as a result of the COVID-19 crisis. Although consumers will continue to take a greater interest in their nutrition in order to support their health and wellbeing, the economic consequences of the COVID-19 crisis are predicted to continue to impact purchasing and consumption habits.
The postponement of the third increment of the sugar tax to October 2022 is urging companies to innovate with unsweetened drinks in soft drinks. Many types of beverages have been impacted strongly by the new taxation scales as sugar is traditionally the key sweetener ingredient.
Coconut water is predicted to see the most innovation, despite struggles for other types of products in juice. The main claims for coconut and other plant waters are “No sweeteners”, “No sugar”, and “No preservatives”.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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