Packaging in 2024: The big picture
Thailand’s packaging landscape reflected a decisive shift towards sustainability, convenience and affordability in 2024, reshaping formats and materials across food, beverages, beauty, home care and pet food. Regulatory pressure, consumer eco-consciousness and cost-of-living concerns are driving adoption of recyclable, biodegradable and compostable solutions, alongside smaller, flexible packs for portion control. Non-alcoholic drinks are leading this charge with 100% rPET bottles from Coca-Cola and Suntory PepsiCo, complemented by paper-based carriers and FSC-certified cartons for premium juices, while alcoholic drinks are embracing lightweight metal cans and glass bottles for recyclability and upscale appeal, despite tariff-related cost pressures.
2024 key trends
Across nearly every industry, there is a pronounced and accelerating shift towards sustainable packaging solutions. This trend is being driven by a combination of regulatory pressure, consumer demand and corporate responsibility. Brands are increasingly adopting recyclable, biodegradable or compostable materials, such as rPET bottles in soft drinks, compostable paper bowls in ready meals or biodegradable trays in processed meat and seafood. Notably, major players like Coca-Cola, Suntory PepsiCo or Nestlé are leading with 100% rPET bottles, while companies in home care and beauty are introducing refill pouches and bottles made from post-consumer recycled resin. The Thai government’s regulations, such as the Sustainable Packaging Act and the Plastic Waste Management Roadmap, are further accelerating this transition by mandating extended producer responsibility and encouraging circular economy practices. This universal push for sustainability is not only reducing environmental impact, but also reshaping the competitive landscape, as brands that innovate with eco-friendly packaging gain consumer trust and market share.
Thailand’s food packaging market embraces green solutions and practical formats
A major food packaging trend in Thailand in 2024 was the strong move towards sustainable and convenient formats across categories. For example, in meals and soups, brands introduced compostable paper bowls made from sugarcane bagasse and bamboo pulp, offering leak-proof and microwave-safe features to replace plastic trays. Similarly, in processed meat and seafood, SCGP launched “Fest Fresh Pak” paper trays and “Fest Bio” biodegradable eucalyptus pulp packs, reflecting the push for eco-friendly solutions. Alongside sustainability, portion control and affordability are shaping pack size trends, plastic pouches in 70g sizes dominate soups for cost-conscious consumers, while larger 200-250g packs in ready meals cater to families seeking value. In confectionery, blister and strip packs are gaining traction for hygienic, portion-controlled consumption, appealing to health-conscious buyers. These examples highlight a dual focus on eco-friendly materials and pack size optimisation, driven by regulatory pressure, urban lifestyles and consumer demand for convenience and sustainability.
Sustainability drives rPET and paper-based packaging innovation in non-alcoholic drinks
In 2024, non-alcoholic drinks packaging saw a strong shift towards sustainability, with recycled PET (rPET) emerging as a key trend. PET bottles remain the leading format in Thailand due to their durability and cost-effectiveness, but brands are increasingly adopting 100% rPET to reduce virgin plastic use and appeal to eco-conscious consumers. Notable examples include Coca-Cola Thailand and Suntory PepsiCo Beverage (Thailand), which launched fully rPET bottles, such as Suntory PepsiCo’s 1.45-litre Pepsi, the first of its kind in the country. These efforts align with regulatory pressures and consumer demand, supported by initiatives promoting the 3R principle (Reduce, Reuse, Recycle) and improved recycling rates. Alongside rPET growth, companies are reducing plastic usage through alternatives like perforated shrink sleeves and shifting from plastic rim-applied carriers to paper-based solutions. Paperboard innovation is also gaining momentum, with shaped liquid cartons made from recyclable, FSC-certified materials used by brands like Malee and Chabaa to convey premium and eco-friendly positioning. In addition, Thai Beverage has cut paper usage significantly in backing sheets, reinforcing the industry’s commitment to sustainability. The overall trend reflects a strong move towards circularity and material efficiency.
Thailand’s alcoholic drinks packaging evolves with sustainability and convenience
In 2024, Thailand’s alcoholic drinks packaging industry recorded positive growth, shaped by a strong industry focus on sustainability, premiumisation and innovation. Leading brands such as ThaiBev and SABECO spearheaded eco-friendly initiatives, including reducing the thickness of metal cans, lightweighting PET bottles and adopting recyclable materials to minimise environmental impact and cut costs. The market saw a clear shift towards premium and sustainable packaging, with glass bottles gaining traction for their recyclability and upscale appeal, particularly in premium beer and wine. Metal cans were seeing strong growth in RTDs, driven by their convenience, affordability and suitability for on-the-go consumption. Notable innovations included Chang’s launch of unpasteurised beer in screw-top metal bottles, enhancing freshness and recyclability. Regulatory changes and supply chain adjustments, such as the upcoming Sustainable Packaging Management Act, further accelerated the adoption of recycled and compostable materials. Overall, the Thai alcoholic drinks packaging landscape in 2024 was defined by a dynamic interplay of sustainability, convenience and premium product positioning, setting the stage for continued robust growth.
Sustainability and flexible formats drive beauty and personal care packaging
In 2024, Thailand’s beauty and personal care packaging landscape was shaped by several key trends. Wellness and premiumisation drove growth, with brands embracing refillable PET bottles, minimalist glass jars and compact cushion formats to support natural and hybrid products. Flexible packaging, especially sachets, refill pouches and travel-size tubes, saw strong volume growth, catering to cost-conscious consumers and the rising popularity of men’s grooming and scalp-focused hair care. Sustainability and regulatory pressures prompted brands to innovate with recyclable materials, refillable formats and minimalist designs – for example, HARNN introduced 100% recycled PET packaging, while Skin Earth launched eco-friendly refill packs. The Thai FDA’s updated cosmetic rules and proposed Sustainable Packaging Management Act accelerated the adoption of GMP-compliant, eco-friendly and smart packaging, including QR codes for transparency. Social media-driven trends like “skinimalism” encouraged multi-functional products and reduced packaging frequency. Overall, the market shifted towards flexible, sustainable formats and smaller pack sizes, reflecting both consumer demand for affordability and regulatory requirements for environmental responsibility.
Thailand’s home care packaging is being driven by affordability and innovation
In 2024, Thailand’s home care packaging industry recorded positive growth, reflecting a recovery in household demand and heightened awareness of hygiene. Affordability and convenience were key drivers, with flexible packaging, especially pouches, remaining popular due to their cost-effectiveness and suitability for busy, urban lifestyles. There was a notable shift towards smaller pack sizes and refill formats, catering to consumers seeking both value and convenience. Sustainability emerged as a central theme, with brands innovating to reduce environmental impact. For example, Lion Corporation (Thailand) partnered with SCG Chemicals to launch green packaging for its PAO detergent, using high-quality recycled resin certified for traceability. Rigid containers gained traction, particularly in categories like dishwashing and air care, offering enhanced product protection and premium positioning. Plastic pouches continued to take share from flexible plastic, expanding across multiple product categories due to their lightweight, portable and refill-friendly nature. Overall, the market’s incremental gains were shaped by a blend of affordability, functionality and a strong push towards circular economy solutions.
Lightweight, cost-effective solutions gain traction in pet food packaging
In 2024, Thailand’s dog and cat food packaging market witnessed a significant shift towards flexible packaging solutions, particularly aluminium/plastic pouches. Flexible packaging has become increasingly popular for treats and mixers due to its lightweight nature, cost-effectiveness and resealability, which cater to urban pet owners seeking convenience for frequent, small servings. Flexible aluminium/plastic packaging is popular for dry cat food, valued for its superior barrier properties that extend shelf life and preserve nutritional integrity. This trend is being driven by rising pet ownership and a growing preference for premium products, with brands like Pedigree and Whiskas adopting these innovative formats to meet evolving consumer demands. The move towards flexible packaging also aligns with broader sustainability goals, as these materials often use less plastic and are easier to transport, reflecting a market-wide commitment to both quality and environmental responsibility.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF.
Overview:
Understand the latest market trends and future growth opportunities for the Packaging 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 a comprehensive range of packaging types.
If you're in the Packaging 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 Packaging 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 Packaging in Thailand?
- Which are the major pack types and how are they performing in Thailand?
- Have there been any packaging legislative changes in the past 12 months?
- How are consumption trends impacting the packaging landscape?
- What are the key trends and latest product developments in packaging?
- How important are sustainability and recycling to consumers in Thailand?
- Where is future growth expected to be most significant?
Packaging Industry in Thailand
Packaging in 2024: The big picture
2024 key trends
Thailand’s food packaging market embraces green solutions and practical formats
Sustainability drives rPET and paper-based packaging innovation in non-alcoholic drinks
Thailand’s alcoholic drinks packaging evolves with sustainability and convenience
Sustainability and flexible formats drive beauty and personal care packaging
Thailand’s home care packaging is being driven by affordability and innovation
Lightweight, cost-effective solutions gain traction in pet food packaging
Thailand introduces stricter rules on alcohol packaging size and labelling
Thailand drafts law for sustainable packaging and EPR compliance
Thailand’s binding EPR law to transform packaging recovery and recycling
Thailand’s Plastic Waste Management Roadmap
DISCLAIMER
The following categories and subcategories are included:
Packaging
-
- Baby and Child-specific Products Packaging
-
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
- Eye Liner/Pencil
- Eye Shadow
- Mascara
- Other Lash and Brow Make-Up
-
- BB/CC Creams
- Blusher/Bronzer/Highlighter
- Foundation/Concealer
- Powder
- Other Facial Make-Up
-
- Lip Gloss
- Lip Liner/Pencil
- Lipstick
- Other Lip Products
-
- Nail Polish
- Nail Treatments/Strengthener
- Polish Remover
- Other Nail Products
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- Fragrances Packaging
-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
- Men's Bath and Shower
- Men's Deodorants
- Men's Hair Care
- Men's Skin Care
-
-
- Dental Floss
- Denture Care
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- Toothbrushes
- Toothpaste
-
- Body Care
-
- Face Masks
-
- Liquid/Cream/Gel/Bar Cleansers
- Facial Cleansing Wipes
-
- Basic Moisturisers
- Anti-Agers
- Lip Care
- Toners
- Hand Care
-
- Adult Sun Care
- Baby and Child-specific Sun Care
-
-
-
- Dark Beer
-
- Flavoured/Mixed Lager
-
- Domestic Lager
- Imported Lager
- Non/Low Alcohol Beer
- Stout
- Cider/Perry
- RTDs
-
- Brandy and Cognac
- Liqueurs
- Rum
- Tequila (and Mezcal)
- Whiskies
- White Spirits
- Other Spirits
-
- Fortified Wine and Vermouth
- Non-Grape Wine
- Sparkling Wine
- Still Light Grape Wine
- Non Alcoholic Wine
-
-
-
-
- Fresh Coffee Beans
-
- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
- Instant Coffee
-
-
- Black Tea
- Green Tea
- Fruit/Herbal Tea
- Instant Tea
- Other Tea
-
- Flavoured Powder Drinks
- Other Plant-based Hot Drinks
-
-
- Asian Speciality Drinks
-
- Carbonated Bottled Water
- Flavoured Bottled Water
- Functional Bottled Water
- Still Bottled Water
-
- Cola Carbonates
- Non-Cola Carbonates
-
- Liquid Concentrates
- Powder Concentrates
-
- 100% Juice
- Juice Drinks (up to 24% Juice)
- Nectars (25-99% Juice)
- Coconut and Other Plant Waters
- Energy Drinks
- Sports Drinks
- RTD Coffee
-
- Carbonated RTD Tea and Kombucha
- Still RTD Tea
-
-
-
- Cat Treats and Mixers
- Dry Cat Food
- Wet Cat Food
-
- Dog Treats and Mixers
- Dry Dog Food
- Wet Dog Food
-
-
-
- Dried Baby Food
-
- Liquid Milk Formula
- Powder Milk Formula
- Prepared Baby Food
- Other Baby Food
-
- Dessert Mixes
- Frozen Baked Goods
- Packaged Bread
- Packaged Cakes
- Packaged Pastries
- Dessert Pies and Tarts
- Breakfast Cereals Packaging
-
-
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
- Gum
- Sugar Confectionery
-
-
- Butter and Spreads
-
- Processed Cheese
- Packaged Hard Cheese
- Soft Cheese
-
- Flavoured Milk Drinks
-
-
- Fresh Milk
- Shelf Stable Milk
- Goat Milk
-
- Powder Milk
-
- Sour Milk Products
- Yoghurt
-
- Chilled and Shelf Stable Desserts
- Chilled Snacks
- Coffee Whiteners
-
- Condensed Milk
- Cream
- Fromage Frais and Quark
-
- Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
- Edible Oils Packaging
-
- Frozen Yoghurt
- Impulse Ice Cream
- Plant-based Ice Cream
- Take-Home Ice Cream
-
-
- Frozen Fruit
- Frozen Processed Potatoes
- Frozen Processed Vegetables
-
- Shelf Stable Beans
- Shelf Stable Fruit
- Shelf Stable Tomatoes
- Shelf Stable Vegetables
-
-
-
- Chilled Processed Meat
- Frozen Processed Meat
- Shelf Stable Meat
-
- Chilled Processed Seafood
- Frozen Processed Seafood
- Shelf Stable Seafood
- Meat and seafood substitutes inc Tofu
-
-
-
- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
-
- Chilled Pizza
- Frozen Pizza
-
- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
-
- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
-
-
- Noodles
-
- Chilled Pasta
- Dried Pasta
- Rice
-
-
- Bouillon
- Gravy Cubes, Powders and Pots
- Herbs and Spices
- Monosodium Glutamate
- Tomato Pastes and Purées
-
-
- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
-
- Barbecue Sauces
- Chili Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
-
- Dips
- Pickled Products
- Other Sauces and Condiments
-
-
- Nuts, Seeds and Trail Mixes
- Popcorn
- Pretzels
- Salty Snacks
- Savoury Biscuits
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
-
- Chocolate Spreads
- Honey
- Jams and Preserves
- Nut and Seed Based Spreads
- Yeast-based Spreads
-
- Fruit Snacks
- Snack Bars
- Sweet Biscuits
-
-
-
- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
- Other Air Care
- Bleach
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
- Hand Dishwashing
-
-
- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
- Other Home Insecticides
-
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
- Laundry Aids
-
-
- Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
- Liquid Detergents
- Other Detergents
-
-
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
-
-
- Cleaning Solution
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
- Bathroom Cleaners
- Descalers
- Drain Openers
- Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
-
-
- In-Cistern Devices
-
- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
-
Why 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 Packaging research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!