The most obvious impact of the COVID-19 pandemic on sales of other hot drinks in Thailand during 2020 was the substantial shift seen in sales away from the foodservice channel and towards the retail channel. The main reason for this substantial shift in consumption over the course of the year was the government-mandated closure of all restaurant dining rooms and other on-trade establishments, leaving hospitality sector businesses to rely on takeaway and delivery orders.
One of the key factors supporting the stronger retail sales growth recorded in other hot drinks during 2020 was the extended school holidays that were seen in Thailand during the year as the COVID-19 pandemic motivated the government to delay the restart of the school year until 1 July. This meant that there were far more children staying at home than usual.
The increasing health consciousness of Thai consumers was already an important trend for other hot drinks prior to the onset of the COVID-19 pandemic. However, 2020 saw a significant deepening of the health and wellness trend in the country as the threat of contagion focused the attention of many people on their general health and wellbeing and the condition of their immune systems, as well as the role that diet has to play in all this.
As mentioned above, the health and wellness trend has been an important driver of sales in malt-based hot drinks. This has become far more salient in the wake of the COVID-19 pandemic and the forecast period is expected to see the leading players in malt- based hot drinks address the increasing health awareness among Thai consumers with various new launches.
The recent imposition of Thailand’s sugar tax, which came into effect on 1 October 2019, has the potential to completely transform the competitive landscape in the country’s non-alcoholic drinks industry. In other hot drinks, the higher prices that now apply to sugar-laden beverages due to the application of excise tax on these products is likely to result in the leading brands being reformulated to reduce sugar content during the forecast period.
One of the main impacts of the COVID-19 pandemic in Thailand during 2020 was the uncertain and adverse economic situation that emerged over the course of the year. The pandemic placed considerable pressure on household incomes due to the interruption to commercial activity that was seen in crucial sectors of the economy, including notably the travel and tourism industry.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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