Sports and Energy Drinks in Thailand

TRENDS

Sports and energy drinks recorded development when Sanvo, a new brand of sports drink from Boon Rawd Brewery Co, was introduced in 2013. At the same time, Wranger by Thai Beverage was aimed at capturing sales and was heavily promoted within energy drinks. These two powerful domestic players are actively boosting sales of sports and energy drinks and aiming to become the leading player within the category. On the other hand, the top three players as of 2013 continued to promote and implement marketing activities and attractive campaigns to protect their high levels of sales. Hence, the competition in sports and energy drinks is likely to become more intense after 2013.

COMPETITIVE LANDSCAPE

Osotspa Co held the leading position within sports and energy drinks in 2013. There were various brands of energy drinks from the company, such as M-150, M and Shark, whereas it provided the brand M Sport within sports drinks. The company continued to employ sports to music marketing to target a younger and more active consumer group. Advertising through TV and sponsorship of different sports programmes and concerts to reach out to different consumer groups helped secure the company’s sales in 2013.

PROSPECTS

Sports and energy drinks in Thailand is expect to continue recording moderate growth over the forecast period in terms of both total volume and total value at constant 2013 prices. In terms of product innovation, only small changes are expected, but in terms of promoting sales, it is expected that existing players will promote their products aggressively to achieve greater sales over the forecast period. Sponsorship of sports events and competitions are expected to continue from players, as well as music marketing of energy drinks to capture mass sales.

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