Hot drinks in 2024: The big picture
Retail volume sales of hot drinks in Thailand are set to grow more slowly in 2024 than in 2023, due to increasing price pressures. Unit prices are rising across all categories, influenced by higher raw material costs and climate-related disruptions, which are impacting supply availability.
2024 key trends
Apart from marketing activities to promote their products on social media platforms and event spaces, some hot drinks brands also turn to promotional activities to incentivise consumers and drive sales. These can complement marketing efforts by directly encouraging purchases, brand loyalty, or trial of products.
Competitive landscape
International player, Nestlé (Thai) Ltd, is set to continue to dominate the competitive landscape for hot drinks in Thailand in 2024, thanks largely to its unmatched efforts in terms of marketing and distribution. The company’s well-established Nescafé brand, which is number one in instant coffee, benefits from widespread availability, as well as being affordable.
Retailing developments
The distribution of hot drinks in Thailand has largely been accounted for by convenience retail, hypermarkets and small local grocers in 2024. However, it is worth noting that e-commerce has continued to grow in importance, as major retailers have established their own online shopping platforms in order to adapt to a growing consumer demand for convenience.
Foodservice vs retail split
In Thailand, there are over 4,000 Café Amazon branches, more than 50% of which are at petrol stations. Meanwhile, Thailand’s Caltex is expanding its Chao Doi petrol station coffee shop partnership, seeking to reach 200 Chao Doi concession sites within five years as it steps up competition with Café Amazon, Inthanin and PunThai.
What next for hot drinks?
Tourism is set to continue to boost the performance of hot drinks in Thailand in the forecast period. The increase in tourist influx will help to fuel sales through the foodservice channel, especially in the country’s larger cities and tourist destinations.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot 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 Hot 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 Hot Drinks in Thailand?
- To what extent are health considerations impacting consumption of Hot Drinks in Thailand?
- What are the traditional preferences in Hot Drinks in Thailand? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Thailand?
- Which are the leading brands in Hot Drinks in Thailand?
- How are products distributed in Hot Drinks in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Thailand
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Thailand
KEY DATA FINDINGS
Price increases in coffee hampering overall growth
Coffee players continue to use marketing and promotions to push demand
Growth potential for instant coffee as brands continue to innovate
Health and wellness-focused products will continue to interest consumers
Increased consumer demand for RTD coffee intensifies competition for the coffee category
Players continue to engage in sustainability efforts
Tea in Thailand
KEY DATA FINDINGS
Affordability and convenience continue to impact overall tea consumption
Greater product variety from local tea players in attempt to drive consumer demand
Health and wellness trend continues to spur growth
Niche tea formats will be explored to stimulate growth for tea
Foodservice to continue to thrive with new brands and innovations
Intense competition from RTD tea category
Other Hot Drinks in Thailand
KEY DATA FINDINGS
Malt-based hot drinks and chocolate-based flavoured powder drinks see negative retail volume growth amid price hikes
Health and wellness benefitting cereal-based drinks
Leading players in malt-based drinks compete with aggressive marketing strategy
Other hot drinks expected to see improved performance in the forecast period
Chocolate-based drinks expected to benefit from slowdown in growth of cocoa prices
RTD counterparts preferred due to convenience and hotter weather
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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Why buy this report?
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- 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 Hot Drinks research and analysis database.
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