泰国酒精饮料市场

2024年，泰国酒精饮料总销售数量成长率低于前一年，但以现以金额为准的增幅更为显着。成长主要得益于旅游业的蓬勃发展。泰国是一个热门的旅游目的地，旅游业的成长对酒精饮料的销售产生了显着的影响，尤其是在曼谷、普吉岛和芭堤雅等游客密集的地区。葡萄酒也受益于减税政策。

本报告研究了泰国酒精饮料市场，提供了 2020 年至 2024 年的最新零售销售数据，以及推动成长的行业、主要企业、主要品牌和影响市场的因素的资讯。

目录

目录和表格

执行摘要

• 酒精饮料：整体情况（2024年）
• 主要趋势（2024年）
• 竞争格局
• 零售发展
• On-Tradevs.Off-Trade
• 酒精的走向

市场背景

• 立法
• 法定购买和饮酒年龄
• 酒后驾车
• 广告
• 禁止抽烟
• 营业时间
• On-Trade设施

税费

商业环境

• 走私/平行输入
• 免税
• 跨境进口/个人进口

重大新产品发布

• 前景

市场指标

市场数据

免责声明

来源

泰国啤酒

主要调查结果

2024年的发展

• 国产低成本拉格啤酒由于价格低廉且容易买到，是最畅销的啤酒。
• Boon Rawd 啤酒厂维持啤酒产业领先地位；泰国饮料业务蓬勃发展
• 大卖场凭藉其广泛的产品种类，主导Off-Trade啤酒分销，而旅游业的成长和更广泛的可得性将推动On-Trade的销售

前景与机会

• 优质化趋势将推动啤酒的成长，其中烈性黑啤酒预计将因其高端形象而成为最具活力的啤酒。
• 放宽酒类广告限制可能会让小型精酿啤酒商受益。
• 随着新啤酒厂的出现以及消费者对更多样化口味的需求，新立法预计将刺激精酿啤酒的成长

类别背景

• 拉格啤酒价格分布调查方法

类别数据

泰式葡萄酒

主要调查结果

2024年的发展

• 泰国削减酒类和夜生活消费税，进口葡萄酒受益，商店销售增加
• 2024 年，暹罗酒庄将继续透过提供多样化、便利且价格合理的葡萄酒引领泰国葡萄酒产业。
• 超级市场仍然是葡萄酒最大的分销管道，这得益于其广泛的产品种类和针对高所得消费者的都市区位置。

前景与机会

• 收入成长和对葡萄酒的兴趣日益浓厚推动了葡萄酒需求，尤其是在都市区
• 适量饮用葡萄酒的潜在健康益处可能带来比其他酒精饮料更好的成长机会
• 有机和永续包装的葡萄酒需求可能会从低基数上升

类别数据

泰国烈酒

主要调查结果

2024年的发展

• 虽然龙舌兰成长强劲，但经济放缓和健康趋势限制了其成长
• 泰国饮料保持主导地位，但市场份额略微被进口酒精饮料夺走
• 扩大产品组合可增加超级市场份额

前景与机会

• 日本烧酒预计将稳定成长，泰国产品因其低廉的价格预计将受到欢迎。
• 新立法或将推动精酿烈酒成长
• 近期发布的新品预计将进一步优质化

类别背景

• 伏特加、琴酒、其他混合苏格兰威士忌、深色兰姆酒和白兰姆酒的价格分布调查方法

类别数据

泰式苹果酒/梨酒

主要调查结果

2024年的发展

• 由于竞争、价格高昂以及品牌退出，苹果酒/梨酒销量下降
• Siam Winery 保持领先地位，但 Brewberry 成长最为强劲
• Moose 将分销范围扩大至便利商店，增加通路销售份额

前景与机会

• 透过提高知名度和更广泛的分销获得成长机会
• 健康、保健和工艺趋势可能会吸引消费者购买苹果酒/梨酒
• 产品创新将成为与其他酒精饮料类别竞争的关键

类别数据

泰国 RTD

主要调查结果

2024年的发展

• 饮用方便、便利和新产品开发推动成长
• 本土暹罗酒庄在新产品开发方面保持优势
• 大卖场继续保持领先，但市场份额正在被周边管道蚕食

前景与机会

• 便利性和产品发布推动持续成长
• 对更健康产品的需求影响 RTD 的发展
• 开发具有创新口味的新产品

类别数据

In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes...

Euromonitor International's Alcoholic Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
• Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
• Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
• Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Domestic economy lager accounts for the highest sales due to its low price and wide availability
• Boon Rawd Brewery remains the top company in beer, while Thai Beverage sees dynamism
• Hypermarkets leads off-trade beer distribution in 2024 due to a wide selection, while on-trade sales increase due to rising tourism and broad availability

PROSPECTS AND OPPORTUNITIES

• The premiumisation trend will fuel growth in beer, with stout projected to see the most dynamism due to its premium perception
• Fewer restrictions on advertising alcoholic drinks could potentially benefit small craft beer businesses
• New law amendment expected to drive growth for craft beer as new breweries emerge and consumers seek diverse flavour profiles

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2024

CATEGORY DATA

• Table 16 Sales of Beer by Category: Total Volume 2019-2024
• Table 17 Sales of Beer by Category: Total Value 2019-2024
• Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 24 Sales of Beer by Craft vs Standard 2019-2024
• Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lower excise taxes on alcohol and nightlife in Thailand benefit imported wines and boost on-trade sales
• Siam Winery maintains its lead in wine in Thailand in 2024 with diverse, accessible, and affordable offerings
• Supermarkets remains the top distribution channel for wine due to a wide product range and urban locations targeting high-income consumers

PROSPECTS AND OPPORTUNITIES

• Higher demand as incomes rise and interest in wine increases, especially in urban areas
• Potential health benefits of moderate wine consumption may provide opportunities for growth over other alcoholic drinks
• Organic and sustainably packaged wines likely to see higher demand from a low base

CATEGORY DATA

• Table 32 Sales of Wine by Category: Total Volume 2019-2024
• Table 33 Sales of Wine by Category: Total Value 2019-2024
• Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Limited growth due to economic downturn and health trend, although tequila sees a high increase
• Thai Beverage maintains its dominance, but loses slight share to imported spirits
• With expansion of the product range, supermarkets sees share growth

PROSPECTS AND OPPORTUNITIES

• Shochu/soju set to see strong growth, with Thai products likely to be popular due to their lower price
• Growth of craft spirits likely to be driven by new legislation
• Recent launches set to drive increasing premiumisation in spirits

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 63 Sales of Spirits by Category: Total Volume 2019-2024
• Table 64 Sales of Spirits by Category: Total Value 2019-2024
• Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Competition, high prices, and brand withdrawal drive volume decline for cider/perry
• Siam Winery maintains its lead, but Brewberry sees the strongest growth
• Growing share of sales for convenience stores as Moose expands distribution to this channel

PROSPECTS AND OPPORTUNITIES

• Growth opportunities through awareness-raising and wider distribution
• Health and wellness and craft trends likely to attract consumers to cider/perry
• Product innovation will be important to compete with other alcoholic drinks categories

CATEGORY DATA

• Table 84 Sales of Cider/Perry: Total Volume 2019-2024
• Table 85 Sales of Cider/Perry: Total Value 2019-2024
• Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Easy drinking, convenience, and new product development drive growth
• Local company Siam Winery maintains its dominance with new product development
• Hypermarkets continues to lead, but loses share to proximity channels

PROSPECTS AND OPPORTUNITIES

• Continued growth due to convenience and product launches
• Demand for healthier products set to influence the development of RTDs
• New product development through innovative flavours

CATEGORY DATA

• Table 99 Sales of RTDs by Category: Total Volume 2019-2024
• Table 100 Sales of RTDs by Category: Total Value 2019-2024
• Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029