COMPETITIVE LANDSCAPE
Ovaltine and Milo remain dominant through brand familiarity and price promotions
The competitive landscape of other hot drinks in Thailand became increasingly polarised between multinational incumbents defending scale and emerging challengers capturing niche relevance in 2025. Global leaders such as Nestlé’s Milo and AB Food & Beverages Thailand’s Ovaltine continued to dominate through structured price ladders and channel saturation, extending from low-cost sachets for daily consumption to refill packs and premium canisters.
Local challengers redefine market momentum
In contrast to global brands, smaller cocoa specialists and local players have moved upmarket by focusing on indulgence, recipe adaptability, and café-style innovation. Brands such as Van Houten, Hershey’s, and Fitné Choco appeal to adult consumers seeking dessert-like comfort at home or ingredients for homemade beverages.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Thailand?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Thailand?
- What are the traditional preferences in Other 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 Other Hot Drinks in Thailand?
- Which are the leading brands in Other Hot Drinks in Thailand?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Thailand - Category analysis
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
Hot Drinks in Thailand - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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