Soft Drinks in Thailand

January 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft 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:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft 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 Soft 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 Soft Drinks in Thailand?
  • To what extent are health considerations impacting consumption of Soft Drinks in Thailand?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Thailand?
  • Which are the leading brands in Soft Drinks in Thailand?
  • What potential exists for multinational or domestic soft drinks companies to expand in Thailand?
  • How are products distributed in Soft Drinks in Thailand?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Thailand

Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2019-2026
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2019-2026
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
Fountain sales in Thailand
Trends

DISCLAIMER

Summary 1 Research Sources

Carbonates in Thailand

KEY DATA FINDINGS

Subdued inbound tourism continues to weigh heavily on on-trade demand
New product development focuses on reduced sugar offerings in the wake of sugar tax
On-trade demand for mixers for alcoholic drinks particularly hard hit by restrictions
Easing of pandemic restrictions will accelerate recovery in on-trade demand
Fierce competition means that marketing activity in cola carbonates will remain intense
Amid strong brand loyalty, private label will continue to struggle in carbonates
Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021
Table 35 Off-trade Sales of Carbonates by Category: Volume 2016-2021
Table 36 Off-trade Sales of Carbonates by Category: Value 2016-2021
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021
Table 39 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021
Table 40 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026
Table 49 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026
Table 50 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026

Juice in Thailand

KEY DATA FINDINGS

Pandemic exacerbates negative effect on health and wellness trend on juice
Sugar tax shines a spotlight on the high sugar content of packaged juice
COVID-19 restrictions continue to weigh on on-trade demand
Health and wellness trend will underpin unit price growth
Demand growth will be undermined by consumers continuing to switch to healthier alternatives to juice
Strong health and wellness positioning will boost demand for coconut and other plant waters
Table 51 Off-trade Sales of Juice by Category: Volume 2016-2021
Table 52 Off-trade Sales of Juice by Category: Value 2016-2021
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2016-2021
Table 55 NBO Company Shares of Off-trade Juice: % Volume 2017-2021
Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021
Table 57 NBO Company Shares of Off-trade Juice: % Value 2017-2021
Table 58 LBN Brand Shares of Off-trade Juice: % Value 2018-2021
Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026
Table 60 Forecast Off-trade Sales of Juice by Category: Value 2021-2026
Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026
Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026

Bottled Water in Thailand

KEY DATA FINDINGS

In spite of pandemic economic shock, bottled water demand continues to grow due to its strong health and wellness positioning
Pandemic restrictions continue to weigh heavily on on-trade demand
Deepening health and wellness trend supports strong growth in demand for functional bottled water
Recovery in on-trade demand will accelerate as pandemic restrictions are eased and foreign tourists return
Demand for still natural mineral bottled water will be buoyed by economic revival
Leaders Singha and Crystal retool their marketing in the light of COVID-19
Table 63 Off-trade Sales of Bottled Water by Category: Volume 2016-2021
Table 64 Off-trade Sales of Bottled Water by Category: Value 2016-2021
Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021
Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021
Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021
Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021
Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021
Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026
Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026
Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026
Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026

Sports Drinks in Thailand

KEY DATA FINDINGS

Popular with blue-collar workers, economic shock hits core consumers of sports drinks particularly hard
High sugar content turns some off sports drinks
Functional ingredients fail to reignite consumer interest
Sports drinks will struggle to overcome ‘artificial’ image
Protein-rich food and drinks threaten to muscle sports drinks out of gyms
Event marketing will revive as pandemic restrictions are eased
Table 75 Off-trade Sales of Sports Drinks: Volume 2016-2021
Table 76 Off-trade Sales of Sports Drinks: Value 2016-2021
Table 77 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021
Table 78 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021
Table 79 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021
Table 80 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021
Table 81 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021
Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021
Table 83 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026
Table 84 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026
Table 85 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026
Table 86 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026

Energy Drinks in Thailand

KEY DATA FINDINGS

Economic shock of pandemic hits consumption of energy drinks among manual workers
On-trade struggles to recover, as COVID-19 restrictions are re-introduced and inbound tourism remains subdued
New tax leads manufacturers to focus on reducing the sugar content of their offerings
Additional sugar tax hike will hasten shift towards reduced sugar and sugar free offerings
Functional energy drinks will proliferate, as manufacturers seek to burnish their health and wellness credentials
Uninspiring growth prospects for energy drinks is leading manufacturers to look elsewhere for growth
Table 87 Off-trade Sales of Energy Drinks: Volume 2016-2021
Table 88 Off-trade Sales of Energy Drinks: Value 2016-2021
Table 89 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021
Table 90 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021
Table 91 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021
Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021
Table 93 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021
Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021
Table 95 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026
Table 96 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026
Table 97 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026
Table 98 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026

Concentrates in Thailand

KEY DATA FINDINGS

Off-trade volume sales begin to recover but remain below pre-pandemic levels
Nestlé and Unilever remain dominant in powder concentrates
Manufacturers turn to social media to boost consumer awareness
More rapid unit price growth will accelerate shift to economy offerings
Health and wellness trend will outlast the pandemic
Potential for on-trade growth
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 99 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021
Table 100 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021
Table 101 Off-trade Sales of Concentrates by Category: Value 2016-2021
Table 102 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021
Table 103 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021
Table 104 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021
Table 105 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021
Table 106 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021
Table 107 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021
Table 108 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021
Table 109 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021
Table 110 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026
Table 111 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026
Table 112 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026
Table 113 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026

RTD Tea in Thailand

KEY DATA FINDINGS

Easing of COVID-19 restrictions supports a modest rebound in demand during the latter part of the year
New product launches focus on health and wellness
Regular new product launches help Oishi Group reinforce its leadership position
Recovery in demand will accelerate as pandemic restrictions are eased
Health and wellness will remain the main driver of innovation
Ichitan Group will add CBD to its RTD tea once it is legalised
Table 114 Off-trade Sales of RTD Tea by Category: Volume 2016-2021
Table 115 Off-trade Sales of RTD Tea by Category: Value 2016-2021
Table 116 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021
Table 117 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021
Table 118 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021
Table 119 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021
Table 120 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021
Table 121 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021
Table 122 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021
Table 123 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026
Table 124 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026
Table 125 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026
Table 126 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026

RTD Coffee in Thailand

KEY DATA FINDINGS

Demand rallies but remains below pre-pandemic levels, as economic shock of pandemic begins to fade
Sugar tax leads to proliferation of reduced sugar and sugar free offerings
Amid pandemic disruption, fresh coffee players look to RTD variants
As pandemic restrictions are eased, both off-trade and on-trade demand will recover to pre-pandemic levels
Manufacturers will increasingly target affluent urban consumers with premium offerings
E-commerce will continue to grow in importance as a distribution channel
Table 127 Off-trade Sales of RTD Coffee: Volume 2016-2021
Table 128 Off-trade Sales of RTD Coffee: Value 2016-2021
Table 129 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021
Table 130 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021
Table 131 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021
Table 132 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021
Table 133 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021
Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021
Table 135 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026
Table 136 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026
Table 137 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026
Table 138 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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