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Price sensitivity, wellness trends, and innovation shape market dynamics
Hot drinks in Thailand remained fairly flat in 2025 as inflation and weak household spending constrained growth. Rising costs for coffee beans, cocoa, and packaging drove price fatigue, prompting consumers to trade down to sachets, refill packs, and private label while responding strongly to promotions. Instant formats across coffee, tea, and malt-based drinks continued to dominate due to affordability, while premium niches such as specialty coffee and imported teas held steady among higher-income consumers as attainable luxuries. Health and wellness trends gained momentum, boosting demand for reduced sugar, functional blends, and herbal teas. Foodservice evolved towards convenience-driven formats like petrol-station cafés and mini coffee corners, complementing at-home consumption. Sustainability remained secondary, focused on cost-neutral packaging and local sourcing. Overall, affordability, wellness positioning, and innovation in flavours and formats will define resilience in a price-sensitive, digitally integrated market.
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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
Price sensitivity, wellness trends, and innovation shape market dynamics
KEY DATA FINDINGS
Rising costs influence consumers’ purchasing decisions
Players must balance affordability with innovation
Foodservice experience is evolving in Thailand
Sustainability initiatives focus on packaging and local ingredients
Despite positive outlook for hot drinks, challenges will remain
Further rise of health and wellness trend to drive product development
Innovation and diversification essential to adapt to changing demands
Nestlé (Thai) Ltd retains dominance through wide product portfolio
Rising interest in Japanese products drives strong growth of OSK Sencha Green Tea
Wide geographical reach supports distribution via small local grocers
The role of e-commerce continues to evolve in the distribution of hot drinks
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Thailand
KEY DATA FINDINGS
Instant coffee's enduring reign and the rise of premium pods in Thailand
Further growth in 2025 as convenient instant coffee drives overall demand
Urban and young professionals drive dynamic growth of fresh ground coffee pods
Promotional strategies to diverge between mass and premium coffee segments
Digital and technological advancements will drive efficiency and traceability
Health and wellness to redefine coffee consumption and product innovation
Nestlé (Thai) Ltd’s dominance supported by Nescafé portfolio
Rising demand for capsules drives dynamic growth of Nestlé Nespresso
Consumers value convenience and different formats when purchasing coffee
Dynamic growth for e-commerce supported by subscription models
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Thailand
KEY DATA FINDINGS
Price rises drive consumer shifts while instant tea fuels dynamic growth
Navigating price hikes and evolving consumer habits in 2025
Flavour innovation and premiumisation drive dynamic growth in instant tea
Competition and wellness trends to shape a more niche-driven tea market
Product and processing innovation will drive convenience and premiumisation
Legislative environment and health awareness to strengthen functional and sustainable tea development
Siam FB Products Co Ltd retains lead of competitive landscape
Competition intensifies in green tea
Increasing fragmentation proves a challenge for smaller or mid-tier players
Hypermarkets leads, while supermarkets’ growth is driven by premium offerings
E-commerce continues to make gains from low base
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Thailand
KEY DATA FINDINGS
Affordability, wellness, and digital transformation drive category evolution
Economic pressures reshape the role of chocolate and malt-based hot drinks
Cereal-based options help drive demand for other plant-based hot drinks
Price pressures and adult repositioning to reshape other hot drinks in Thailand
Digital and technological advancements will help strengthen value communication and functional proof
Health and wellness can reframe everyday consumption and renew occasions
Ovaltine and Milo remain dominant through brand familiarity and price promotions
Local challengers redefine market momentum
Small local grocers anchor accessibility to other hot drinks
Modern channels reshape reach with convenience stores recording strong growth
E-commerce’s further share gain driven by convenience and competitive pricing
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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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This report originates from Passport, our Hot Drinks research and analysis database.
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