泰国软性饮料市场

2025年，泰国软性饮料市场实现了温和成长，透过重新定义消费者价值，成功应对了经济挑战。价格亲民成为消费者关注的焦点，推动了对低价产品和小包装的需求。同时，具有健康功效的保健和机能饮料也成为关键驱动因素。创新加速发展，注重文化相关性和情感共鸣，并充分利用社群媒体和生活方式故事进行传播。

Euromonitor International发布的《泰国软性饮料市场报告》全面分析了泰国软性饮料市场的规模和结构。报告涵盖了最新的零售销售数据（2020-2024年），并帮助读者识别推动市场成长的细分领域。报告重点介绍了主要企业和品牌，并对影响市场的关键因素进行了策略分析，包括监管、分销、包装和定价。报告也对2029年的市场发展趋势进行了预测。

目标产品：亚洲特色饮品、瓶装水、碳酸饮料、浓缩饮料、能量饮料、果汁、即饮咖啡、即饮茶、运动饮料

数据范围：市场规模（过往表现）、企业市场占有率、品牌占有率、分销数据

为什么要购买这份报告？

• 详细整体情况软性饮料市场
• 确定成长领域并了解变革驱动因素
• 了解竞争格局、主要市场参与企业和主要品牌
• 利用五年预测来评估市场发展趋势

Euromonitor International拥有超过50年的市场研究报告、商业指南和线上资讯系统出版经验。该公司在伦敦、芝加哥、新加坡、上海、维尔纽斯、杜拜、开普敦、圣地牙哥、雪梨、东京、班加罗尔、圣保罗、首尔、香港、杜塞尔多夫和墨西哥城设有办事处，并在100个国家拥有分析师网络。凭藉其对多元化市场的独特洞察和深刻理解，公司开发了强大的资讯资源，为企业制定明智的策略规划提供支援。

目录

目录和表格

执行摘要

• 价值、健康和敏捷创新推动软性饮料业务成长

关键数据结果

产业表现

• 经济逆风下，软性饮料产业重新定义
• 健康与敏捷性驱动软性饮料创新
• 创新植根于文化相关性和情感共鸣

未来趋势

• 预计健康、生活方式和价格因素将影响泰国软性饮料市场的发展。
• 糖税和生活方式的改变推动了产品配方不断改良和优质化。
• 软性饮料将采用日益多样化的分销形式。

竞争格局

• 可口可乐在个人化和补水领域保持软性饮料产业的领先地位
• 健康理念助力CocoMax在软性饮料产业快速成长

频道

• 传统衝动消费通路仍然很重要
• 电子商务的策略崛起以及适应全通路的必要性
• 零售和餐饮通路推动品牌建设

市场数据

附录

• 泰式软性饮料

国家报告免责声明

资讯来源

泰国碳酸盐

关键数据结果

2025年的发展

• 创新和生活方式推动泰国碳酸盐产业的成长

产业表现

• 低糖品种能促进生长，但人们对人工甜味剂的担忧仍然存在。
• 衝动消费和美食搭配是碳酸饮料历久不衰的魅力。

未来趋势

• 健康意识将重塑泰国碳酸盐景观
• 随着品牌竞相融入生活方式，行销战愈演愈烈。
• 独特的口味和策略伙伴关係提升了碳酸饮料的品牌价值

竞争格局

• 可口可乐的个人化行销策略透过碳酸饮料与Z世代建立连结。
• 胜狮啤酒秉持健康、传统和创新精神，保持强劲成长动能。

频道

• 便利商店与速食店的合作关係塑造了碳酸饮料的经销模式
• 批量采购和策略促销正在改变碳酸盐分销模式。

分类资料

国家报告免责声明

泰式果汁

关键数据结果

2025年的发展

• 泰国果汁产业的停滞、创新与策略转变

产业表现

• 果汁产业在消费者优先事项转变的背景下停滞不前。
• 给椰子树和其他植物浇水能促进它们生长，并指引它们前进的方向。

未来趋势

• 品牌塑造和包装设计或将改变泰国果汁产业
• 超越清爽－健康宣称将如何改变果汁市场
• 泰国的糖税有望改变果汁创新的未来。

竞争格局

• FoodStar 依然保持领先地位，而 Marie 和 Tipco 则重新定义了果汁产业的竞争格局。
• CocoMax 强劲成长，Chabaa 拥抱情感品牌塑造

频道

• 小规模本地杂货店和便利商店主导着散装果汁的销售。
• 优质化推动果汁产业现代贸易通路的成长

分类资料

国家报告免责声明

泰式瓶装水

关键数据结果

2025年的发展

• 瓶装水成长要素、演变趋势与市场动态

产业表现

• 气候、饮用水短缺和劳动力短缺等因素促进了瓶装水的成长。
• 瓶装水的优势以及功能创新

未来趋势

• 预计偏远地区的瓶装水消费量将会增加。
• 利用智慧自动贩卖机和无现金支付方式，革新瓶装水的行动销售模式
• 泰国富裕消费者推动高端瓶装水市场成长

竞争格局

• Boon Rawd Brewery 利用品牌股权引领泰国瓶装水市场
• Aura 的自然故事情节正在推动泰国市场的成长

频道

• 由大卖场、零售电商和小规模本地杂货店主导的混合模式
• 泰国瓶装水的成功取决于其货架占有率。

分类资料

国家报告免责声明

泰国运动饮料

关键数据结果

2025年的发展

• 运动饮料正逐渐被视为日常饮品，越来越受欢迎。

产业表现

• 运动饮料不仅与运动有关，也是消费者日常必需品。
• 为了应对糖税，我们提供低糖运动饮料。

未来趋势

• 健康意识的提升预计将推动运动饮料的持续成长。
• 人工智慧和穿戴式装置或将改变泰国运动饮料的格局
• 利用消费者回馈来帮助重新配製运动饮料并减少糖分

竞争格局

• 运动饮料赞助商的持久优势和策略演变
• 佳得乐和100 Plus推动运动饮料市场蓬勃发展

频道

• 便利性透过小型本地杂货店和便利商店促进销售。
• 超级市场和零售电商蓬勃发展，尤其是大宗采购方面。

分类资料

国家报告免责声明

泰式能量饮料

关键数据结果

2025年的发展

• 儘管征收糖税，但功能性需求仍然推动了强劲成长。

产业表现

• 功能性需求推动能量饮料强劲成长
• 儘管更健康的选择层出不穷，但传统配方仍然是能量饮料销售的主力军。

未来趋势

• 基于功能需求和经济现实，预计将实现稳定成长。
• 提升能量饮料功效与参与度的技术
• 糖税或将引发能量饮料产业的进一步变革

竞争格局

• 大型企业竞相争夺价格敏感型能量饮料的市场份额
• 卡拉宝的激进策略推动了能量饮料的快速成长

频道

• 衝动性购买推动便利商店能量饮料销售成长
• 驾驭线上成长与策略性On-Trade通路机会

分类资料

国家报告免责声明

泰国浓缩物

关键数据结果

2025年的发展

• 受健康趋势和结构性缺陷的影响，成长受到限制。

产业表现

• 结构性弱点限制了2025年精矿的成长
• 健康趋势与竞争挑战集中成长

未来趋势

• 若不进行针对健康领域的策略性重新定位，浓缩液将面临停滞不前。
• 数位化将继续优化泰国精矿分销
• 应对糖税和监管变化的影响

竞争格局

• 参与企业继续控制浓缩物
• 雀巢旗下Nestea茶饮在成长停滞的浓缩饮品市场中独占鰲头。

频道

• 小规模本地杂货店正在引领潮流，大量购买变得越来越重要。
• 零售电子商务在B2B库存补货中的作用日益增强
• 浓缩物转化

分类资料

国家报告免责声明

泰式即饮茶

关键数据结果

2025年的发展

• 健康、传统数位化是即饮茶的关键趋势。

产业表现

• 即饮茶已不再只是提神醒脑，而成为功能性生活方式的选择。
• 无负担的享受推动了普通即饮茶的占据主导地位和成长。

未来趋势

• 多元化是即饮茶成长的关键
• 即饮茶的清爽性、特色性和功能性之间的界线正变得模糊不清。
• 健康与保健推动泰国即饮茶创新

竞争格局

• 两位领导人都透过规模和策略来维持控制。
• 即饮茶竞争由互补策略决定

频道

• 在泰国，本地零售商在即饮茶的分销中仍扮演着重要角色。
• 线上平台和价格细分正在再形成即饮茶的分销模式。

分类资料

国家报告免责声明

泰式即饮咖啡

关键数据结果

2025年的发展

• 即饮咖啡市场格局的变化带来了挑战和机会。

产业表现

• 糖税和定价挑战导致即饮咖啡销售下降
• 优质化推动了即饮咖啡的发展。

未来趋势

• 新的配方变化可能有助于未来的成长。
• 新鲜度和原料来源很可能成为即饮咖啡的新战场。
• 包装多样化，永续性监管压力较小

竞争格局

• Birdy 将即饮咖啡推向主流高端优质化，从而维持了品牌忠诚度。
• Boss以日本精湛工艺掳获了挑剔的泰国食客的心。

频道

• 从衝动消费到必需品－泰国即饮咖啡零售的演变
• 可近性影响即饮咖啡的经销

分类资料

国家报告免责声明

In 2025, soft drinks in Thailand experienced moderate growth, successfully navigating economic challenges by redefining consumer value. Affordability was crucial, driving demand for budget-friendly options and smaller pack sizes. Simultaneously, wellness and functional beverages, boasting added health benefits, emerged as key growth drivers. Innovation became agile, culturally relevant, and emotionally resonant, leveraging social media and lifestyle storytelling. Distribution evolved, with e-com...

Euromonitor International's Soft 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, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

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

Why buy this report?

• Get a detailed picture of the Soft 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

• Value, wellness, and agile innovation drive growth in soft drinks

KEY DATA FINDINGS

INDUSTRY PERFORMANCE

• Soft drinks are redefining value amidst economic headwinds
• Wellness and agility drive innovation in soft drinks
• Innovation anchored in cultural relevance and emotional resonance

WHAT'S NEXT?

• Health, lifestyle, and price expected to shape soft drinks in Thailand
• Sugar tax and shifting lifestyles to drive continued reformulation and premiumisation
• Soft drinks will increasingly embrace a diverse distribution landscape

COMPETITIVE LANDSCAPE

• Coca-Cola maintains its lead in soft drinks with personalisation and hydration
• Wellness helps CocoMax become a fast-growing force in soft drinks

CHANNELS

• Enduring importance of traditional channels for impulse purchases
• The strategic rise of e-commerce and the imperative for omnichannel adaptation
• Retail and foodservice channels drive brand-building

MARKET DATA

• Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
• Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
• Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
• Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
• Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
• Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
• Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
• Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
• Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
• Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
• Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
• Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
• Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
• Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
• Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
• Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
• Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
• Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
• Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
• Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
• Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
• Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
• Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
• Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
• Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
• Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
• Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
• Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
• Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
• Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
• Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
• Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
• Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
• Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
• Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
• Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030

APPENDIX

• Fountain sales in Thailand

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

CARBONATES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Innovation and lifestyles drive growth for carbonates in Thailand

INDUSTRY PERFORMANCE

• Reduced sugar variants propel growth, but artificial sweetener concerns linger
• Impulse enjoyment and culinary pairing drive the enduring appeal of carbonates

WHAT'S NEXT?

• Health consciousness is set to redefine Thailand's carbonates landscape
• Marketing wars to intensify as brands vie for lifestyle integration
• Quirky flavours and strategic partnerships set to drive brand relevance in carbonates

COMPETITIVE LANDSCAPE

• Coca-Cola's personalisation drive connects with Generation Z in carbonates
• Singha maintains its dynamic ascent: due to health, heritage, and innovation

CHANNELS

• Convenience retailer and QSR partnerships shape the distribution of carbonates
• Bulk purchasing and strategic promotions are reshaping carbonates distribution

CATEGORY DATA

• Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
• Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
• Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
• Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
• Table 41 Off-trade Sales of Carbonates by Category: Volume 2020-2025
• Table 42 Off-trade Sales of Carbonates by Category: Value 2020-2025
• Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
• Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
• Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
• Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
• Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
• Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
• Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
• Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
• Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
• Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
• Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
• Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
• Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2025-2030
• Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

JUICE IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Stagnation, innovation, and strategic shifts in juice in Thailand

INDUSTRY PERFORMANCE

• Stagnation for juice amidst shifting consumer priorities
• Coconut and other plant waters maintains its growth path and shows a way forward

WHAT'S NEXT?

• Branding and packaging likely to reshape juice in Thailand
• Beyond refreshment - how health claims are expected to reshape juice offerings
• Thailand's sugar tax expected to reshape the future of juice innovation

COMPETITIVE LANDSCAPE

• FoodStar maintains its lead, while Malee and Tipco redefine the competition in juice
• CocoMax sees dynamic growth, while Chabaa embraces emotional branding

CHANNELS

• Small local grocers and convenience retailers dominate sales of mass juice
• Premiumisation drives growth for modern trade channels in juice

CATEGORY DATA

• Table 57 Off-trade Sales of Juice by Category: Volume 2020-2025
• Table 58 Off-trade Sales of Juice by Category: Value 2020-2025
• Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
• Table 60 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
• Table 61 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
• Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
• Table 63 NBO Company Shares of Off-trade Juice: % Value 2021-2025
• Table 64 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
• Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
• Table 66 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
• Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
• Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

BOTTLED WATER IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth drivers, evolving trends, and market dynamics in bottled water

INDUSTRY PERFORMANCE

• Climate, lack of potable water, and workforce needs underpin growth of bottled water
• The dominance of still bottled water alongside functional innovation

WHAT'S NEXT?

• Bottled water expected to be shaped by consumption in more remote areas
• Smart vending and cashless payments to reshape on-the-go sales of bottled water
• Thailand's affluent consumers will drive growth for premium bottled water

COMPETITIVE LANDSCAPE

• Boon Rawd Brewery leverages brand equity to lead bottled water in Thailand
• Aura's natural story is driving its growth in the Thai market

CHANNELS

• A hybrid model driven by hypermarkets, retail e-commerce, and small local grocers
• Shelf presence dictates success in bottled water in Thailand

CATEGORY DATA

• Table 69 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
• Table 70 Off-trade Sales of Bottled Water by Category: Value 2020-2025
• Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
• Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
• Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
• Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
• Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
• Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
• Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
• Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
• Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
• Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

SPORTS DRINKS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth as sports drinks are increasingly considered an everyday drink

INDUSTRY PERFORMANCE

• Sports drinks become an everyday staple for consumers, not just related to sport
• Adapting to the sugar tax with reduced sugar sports drinks offerings

WHAT'S NEXT?

• Health consciousness expected to fuel sustained growth in sports drinks
• AI and wearables likely to reshape sports drinks in Thailand
• Using consumer feedback to aid reformulation and sugar reduction in sports drinks

COMPETITIVE LANDSCAPE

• Sponsor's enduring dominance and strategic evolution in sports drinks
• Gatorade and 100 Plus drive dynamic growth in sports drinks

CHANNELS

• Accessibility drives sales through small local grocers and convenience stores
• Supermarkets and retail e-commerce see dynamism, especially for bulk purchases

CATEGORY DATA

• Table 81 Off-trade Sales of Sports Drinks: Volume 2020-2025
• Table 82 Off-trade Sales of Sports Drinks: Value 2020-2025
• Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
• Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
• Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
• Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
• Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
• Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
• Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
• Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
• Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
• Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

ENERGY DRINKS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Functional necessity fuels resilient growth despite the sugar tax

INDUSTRY PERFORMANCE

• Resilient growth for energy drinks, driven by functional necessity
• Regular formulations drive sales of energy drinks even as healthier options emerge

WHAT'S NEXT?

• Anticipated stable growth to be driven by functional necessity and economic realities
• Technology to drive efficiency and engagement in energy drinks
• Sugar tax likely to be a catalyst for further change in energy drinks

COMPETITIVE LANDSCAPE

• Heavyweights battle for share in price-sensitive energy drinks
• Carabao's aggressive strategy fuels the fastest growth in energy drinks

CHANNELS

• Impulse purchases fuel strength of convenience retailers for energy drinks
• Navigating online growth and strategic on-trade opportunities

CATEGORY DATA

• Table 93 Off-trade Sales of Energy Drinks: Volume 2020-2025
• Table 94 Off-trade Sales of Energy Drinks: Value 2020-2025
• Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
• Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
• Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
• Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
• Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
• Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
• Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
• Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
• Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
• Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

CONCENTRATES IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Limited growth amidst health trends and structural weakness

INDUSTRY PERFORMANCE

• Structural weakness limits growth for concentrates in 2025
• Health trend and competition challenge the growth of concentrates

WHAT'S NEXT?

• Concentrates faces stagnation without strategic health-focused repositioning
• Digitalisation to continue to optimise concentrates distribution in Thailand
• Navigating the impact of the sugar tax and regulatory shifts

COMPETITIVE LANDSCAPE

• Established players maintain their grip on concentrates
• Nestle's Nestea leads isolated growth in the stagnant concentrates category

CHANNELS

• Small local grocers leads distribution, while bulk purchasing is significant
• The growing role of retail e-commerce in B2B restocking
• Concentrates conversions
• Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

CATEGORY DATA

• Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
• Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
• Table 107 Off-trade Sales of Concentrates by Category: Value 2020-2025
• Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
• Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
• Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
• Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
• Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
• Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
• Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
• Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
• Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
• Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
• Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
• Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

RTD TEA IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Health, heritage, and digitalisation are key trends in RTD tea

INDUSTRY PERFORMANCE

• RTD tea is evolving beyond refreshment to a functional lifestyle choice
• Guilt-free enjoyment drives the dominance and growth of regular still RTD tea

WHAT'S NEXT?

• Diversification will be key for growth in RTD tea
• Blurring the lines between refreshment, speciality, and functionality in RTD tea
• Health and wellness set to drive innovation in RTD tea in Thailand

COMPETITIVE LANDSCAPE

• The two leaders maintain their grip through scale and strategy
• Complementary strategies define the competition in RTD tea

CHANNELS

• Proximity retailers remain key in the distribution of RTD tea in Thailand
• Online platforms and price segmentation reshape distribution in RTD tea

CATEGORY DATA

• Table 120 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
• Table 121 Off-trade Sales of RTD Tea by Category: Value 2020-2025
• Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
• Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
• Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2020-2025
• Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
• Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
• Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
• Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
• Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
• Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
• Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
• Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

RTD COFFEE IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• The shifting landscape of RTD coffee presents challenges and opportunities

INDUSTRY PERFORMANCE

• Sales of RTD coffee decline amidst sugar tax and affordability challenges
• Premiumisation drives evolution in RTD coffee

WHAT'S NEXT?

• Fresher reformulations likely to contribute to growth moving forward
• Freshness and sourcing likely to be the new battleground for RTD coffee
• Packaging diversification, with little regulatory pressure in terms of sustainability

COMPETITIVE LANDSCAPE

• Birdy's mainstream premiumisation in RTD coffee maintains brand loyalty
• Boss captures discerning Thai palates with Japanese craftsmanship

CHANNELS

• From impulse to staple - the evolving retail landscape for RTD coffee in Thailand
• Accessibility shapes RTD coffee distribution

CATEGORY DATA

• Table 133 Off-trade Sales of RTD Coffee: Volume 2020-2025
• Table 134 Off-trade Sales of RTD Coffee: Value 2020-2025
• Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
• Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
• Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
• Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
• Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
• Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
• Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
• Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
• Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
• Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER