Soft Drinks in Thailand

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