PROSPECTS AND OPPORTUNITIES
Osotspa's new M-150 Sparkling intensifies competition in energy drinks
The energy drinks category in Thailand has long been dominated by two major domestic players, Osotspa Plc and Carabao Group, which together hold over 80% of the market share. However, competition has intensified as Osotspa Plc has diversified its product range and pricing to cater to different consumer segments.
Suntory PepsiCo's Sting hits energy drinks with lifestyle focused strategy
The energy drinks category is undergoing a transformation in Thailand, with both new and existing consumers gravitating towards a more lifestyle orientated consumption pattern. This shift includes drinking energy drinks for their taste, refreshment, and enjoyment, in a similar way to that in which carbonated beverages are consumed, and, therefore, drinking them on various occasions.
Ready boosts premium segment with new flavours and health benefits
Amongst the pricing strategies that are being aggressively employed by traditional energy drink brands, flavour innovation has emerged as a key differentiator for players in the premium segment. Companies are notably expanding their focus beyond conventional energy drinks.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Energy Drinks in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Energy Drinks in Thailand?
- To what extent are health considerations impacting consumption of Energy Drinks in Thailand?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Thailand?
- Which are the leading brands in Energy Drinks in Thailand?
- What potential exists for multinational or domestic soft drinks companies to expand in Thailand?
- How are products distributed in Energy Drinks in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Thailand - Category analysis
KEY DATA FINDINGS
Energy drinks rebranded to overcome image challenges and expand market
Phase four of sugar tax drives innovation and pricing strategies in energy drinks
Metal cans and new PET formats drive packaging innovation
Osotspa's new M-150 Sparkling intensifies competition in energy drinks
Suntory PepsiCo's Sting hits energy drinks with lifestyle focused strategy
Ready boosts premium segment with new flavours and health benefits
Soft Drinks in Thailand - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Thailand
Trends
DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Energy Drinks research and analysis database.
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