Health and wellness continued to shape soft drinks in Thailand in 2024, with manufacturers accelerating reformulation and portfolio adjustment ahead of the implementation of Phase 4 of the sugar tax in 2025. Rising consumer awareness of the link between sugar consumption, obesity and diabetes, combined with increasing regulatory pressure, pushed brands to expand reduced-sugar and no-sugar offerings across major categories. While price sensitivity intensified as companies partially passed higher
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Overview:
Understand the latest market trends and future growth opportunities for the HW Soft 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 HW Soft 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 HW Soft 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 HW Soft Drinks in Thailand?
- What are the key health and wellness concerns driving sales in HW Soft Drinks?
- Is HW Soft Drinks a dynamic niche or mainstream concern in Thailand?
- Which are the leading brands in HW Soft Drinks in Thailand?
- How are products distributed in HW Soft Drinks in Thailand?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
HW Soft Drinks in Thailand - Category analysis
KEY DATA FINDINGS
Sugar reformulation accelerates amid regulatory pressure
Reduced sugar becomes the central health and wellness driver
Mineral positioning supports premium bottled water growth
Natural positioning strengthens juice and coconut water appeal
Sugar reduction reshapes innovation and pricing strategies
Mineral water relies on emotional branding and differentiation
Natural claims converge with functional and plant-based hydration
Health and Wellness in Thailand - Industry Overview
Health-driven moderation reshapes everyday consumption
Sugar reduction becomes a structural health priority
Functional nutrition supports premiumisation across categories
Natural and clean-label cues reinforce trust and reassurance
Health-driven innovation becomes more sophisticated and integrated
COUNTRY REPORTS DISCLAIMER
HW Soft Drinks
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
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 HW Soft Drinks research and analysis database.
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