Soft Drinks in Thailand

December 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?
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Soft Drinks in Thailand

Soft drinks in 2022: The big picture
2022 Key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027
Fountain sales in Thailand

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Thailand

KEY DATA FINDINGS

A return to more active lifestyles benefits sales of bottled water
Functional bottled water continues to win over health conscious consumers
Premium products benefit from return of inbound tourists
Functional bottled water is set to remain the most dynamic category over the forecast period
Domestic manufacturers dominate bottled water
Repositioning of still natural mineral bottled water to reach a wider audience
Table 31 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 32 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Thailand

KEY DATA FINDINGS

Sugar tax continues to impact carbonates
Price rises put the brakes on growth
Carbonates recovery supported by the lifting of COVID-19 measures
Zero sugar products likely to remain in focus as Thailand prepares for a further hike in its sugar tax in 2023
Functional benefits could add value and novelty to an otherwise mature category
New brand engaged in aggressive marketing strategy
Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 47 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 48 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 51 Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 52 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 61 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2022-2027
Table 62 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Thailand

KEY DATA FINDINGS

Concentrates recovery driven by country reopens
Powder concentrates remains the key category
Price-sensitive consumers continue to look for the best value options
Pricing and health and wellness likely to be the main influences on demand over the forecast period
Nestlé investing in innovation
Small players focus on innovation to win over consumers
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 63 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 64 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 65 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 66 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 67 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 68 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 69 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 70 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 71 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 72 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 73 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 74 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 76 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 77 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Thailand

KEY DATA FINDINGS

Focus on health and wellness driving demand for 100% juice
Functional juice drinks help drive growth in 2022
Change in consumption after pandemic
Functional juice drinks on the rise
Domestic players dominate 100% juice
CP Group tapping in coconut water
Table 78 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 79 Off-trade Sales of Juice by Category: Value 2017-2022
Table 80 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 81 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 82 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 83 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 84 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 85 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 86 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 87 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 88 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 89 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Thailand

KEY DATA FINDINGS

2022’s demand increases caused by country’s reopening scheme
Coffee culture continues to develop helping to fuel demand for RTD products
Rising production costs shock the market
Birdy injects health and wellness into products to attract current consumers
RTD coffee in PET bottles could help to refresh the category’s image
Domestic brands unlikely to challenge the dominance of Ajinomoto and Nestlé, but e-commerce could present new sales opportunities
Table 90 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 91 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 92 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 93 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 94 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 95 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 96 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 97 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 98 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 99 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 100 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 101 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

RTD Tea in Thailand

KEY DATA FINDINGS

Unhealthy image of RTD tea limits the category’s recovery in 2022
Functional ingredients present opportunities for growth
New product development helps drive demand for RTD tea
Players will need to invest in promoting a healthier image for their RTD tea products if they are to maintain their sales levels
Kombucha arousing consumer interest
Ichitan a leading innovator and potential growth driver
Table 102 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 103 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 104 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 105 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 106 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Thailand

KEY DATA FINDINGS

Energy drinks on the path to recovery as workers return to the workplace
sugary taxation lightens up new development
Rising prices put pressure on volume sales, while M-150 cements its leading position
Co-branding becomes a key marketing strategy
E-sports offers huge potential for the growth and development of energy drinks
Osotspa launches reformulated product to add value
Table 115 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 116 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 117 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 118 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 119 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 120 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 123 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 124 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 125 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 126 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

Sports Drinks in Thailand

KEY DATA FINDINGS

Sport drinks on the slow path to recovery as life returns to relative normality
Prices surge due to the impact of Russia's invasion of Ukraine on the global economy
Consumer perceptions of sports drinks are divisive
Sponsor likely to retain its dominant position in sports drinks over the forecast period
PET bottle refreshes the traditional image of sport drinks
Players will need to focus on presenting a more natural image as well as reducing the sugar content of their products
Table 127 Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 128 Off-trade Sales of Sports Drinks: Value 2017-2022
Table 129 Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 130 Off-trade Sales of Sports Drinks: % Value Growth 2017-2022
Table 131 NBO Company Shares of Off-trade Sports Drinks: % Volume 2018-2022
Table 132 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2019-2022
Table 133 NBO Company Shares of Off-trade Sports Drinks: % Value 2018-2022
Table 134 LBN Brand Shares of Off-trade Sports Drinks: % Value 2019-2022
Table 135 Forecast Off-trade Sales of Sports Drinks: Volume 2022-2027
Table 136 Forecast Off-trade Sales of Sports Drinks: Value 2022-2027
Table 137 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2022-2027
Table 138 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2022-2027
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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