Soft Drinks in Thailand
Euromonitor International
January 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
APPENDIX
Fountain sales in Thailand
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Governmental lockdown measures drive demand from the on-trade to the off-trade
Health concerns over sugar and sugar tax result in wider range of healthier options
Closures of nightlife venues depresses sales of ginger ale and tonic water
RECOVERY AND OPPORTUNITIES
PepsiCo looks to its orange carbonates brand Mirinda to attract younger consumers
Brands aim to strengthen their position via aggressive marketing strategies
Challenges lie ahead for private label in carbonates after a spike in demand in 2020
CATEGORY DATA
Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 35 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 36 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 39 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 40 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 49 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 50 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 piles further pressure on demand for juice amidst concerns over sugar
Sugar tax and rising health-conscious accelerate the shift to alternative products
Foodservices shut down suppresses demand for reconstituted 100% juice
RECOVERY AND OPPORTUNITIES
New launches likely to focus on health and wellness and greater convenience
Vitamin C tonics set to continue outperforming juice drinks
Coconut and other plant waters becomes more popular thanks to its healthy image
CATEGORY DATA
Table 51 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 52 Off-trade Sales of Juice by Category: Value 2015-2020
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 55 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 56 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 57 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 58 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 59 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 60 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 61 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 62 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 63 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 64 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 65 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 lockdown puts serious pressure on on-trade demand for bottled water
Stockpiling of bottled water during initial stages of pandemic supports off-trade sales
Closure of nightlife venues suppresses consumption of carbonated purified bottled water
RECOVERY AND OPPORTUNITIES
New launches set to target health-conscious consumers
Company responses to the COVID-19 crisis likely to remain in effect
Declining tourist arrivals weaken demand for carbonated natural mineral water
CATEGORY DATA
Table 66 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 67 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 68 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 69 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 70 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 71 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 72 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 73 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 74 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 75 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 77 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales drop as the purchasing power of blue-collar consumers comes under pressure
Fewer people exercising due to the COVID-19 pandemic puts pressure on sales
Consumers opt for more natural options, which are seen as healthier
RECOVERY AND OPPORTUNITIES
Sponsor firmly secures its dominant leading position due to its wide product range
New entrants in the premium sector to continue facing challenges
Products with natural appeal continue to gain ground
CATEGORY DATA
Table 78 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 79 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 80 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 81 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 82 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 83 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 84 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 85 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 86 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 87 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 88 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 89 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sluggish economy erodes demand for energy drinks
Sudden and severe decline seen in demand for energy drinks in the on-trade
Sugar tax likely to spur new innovation in the area of low-sugar energy drinks
RECOVERY AND OPPORTUNITIES
Functional energy drinks set to become more popular
Higher levels of competition set to derive from vitamin C tonics
Premium brands set to gain ground by appealing to niche consumers
CATEGORY DATA
Table 90 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 91 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 92 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 93 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 94 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 95 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 96 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 97 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 98 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 99 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 100 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 101 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Search for value for money and increase in at-home consumption push sales
Pressure on incomes leads to declining demand for premium concentrates
Tax hikes lead concentrates brands to look beyond sugar as a sweetener
RECOVERY AND OPPORTUNITIES
Hale's Blue Boy set to remain the dominant brand in liquid concentrates
Products with lower price points set to become more popular among consumers
Sunquick set to target at-home consumption with its new loyalty programme
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 102 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 103 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 104 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 105 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 107 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 108 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 109 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 110 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 111 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 112 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 113 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 114 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 115 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 116 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 117 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Rising health-consciousness constrains demand for sweetened RTD Tea
New sugar tax leads to the reformulation of leading RTD tea brands
Players tap into rising demand for healthier products with BFY and NH launches
RECOVERY AND OPPORTUNITIES
Category leaders set to diversify company risk to expand their operations
Ichitan likely to continue introducing limited edition flavours during summer
Health-conscious consumers to move towards products that offer functional benefits
CATEGORY DATA
Table 118 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 119 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 120 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 121 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 122 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 123 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 124 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 125 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 127 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 128 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 129 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 130 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The adverse economic impact of the COVID-19 pandemic hits sales of RTD coffee
Sugar tax creates motivation for health-oriented new product development
Adaptive players gain ground as the COVID-19 pandemic puts pressure on sales
RECOVERY AND OPPORTUNITIES
Affluent young urban professionals to emerge as the target audience for RTD coffee
Herbal ingredients expected to be introduced in a bid to woo the health-conscious
Off-trade sales set to remain dominant in RTD coffee during the forecast period
CATEGORY DATA
Table 131 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 132 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 133 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 134 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 135 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 137 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 139 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 140 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 141 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 142 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025