COMPETITIVE LANDSCAPE
Birdy's mainstream premiumisation in RTD coffee maintains brand loyalty
In 2025, Ajinomoto (Thailand) Co Ltd solidified its position as the dominant player in RTD coffee in off-trade volume terms, significantly increasing its share with its flagship Birdy brand. Birdy's success stems from a shrewd strategy that reflects a wider shift among established mass-market brands: rather than directly challenging imported premium labels like UCC or Starbucks on price and exclusivity, Birdy is fostering “upward elasticity” within its portfolio.
Boss captures discerning Thai palates with Japanese craftsmanship
In 2025, Boss, from Suntory PepsiCo Beverage (Thailand) Co Ltd, experienced the most dynamic off-trade volume growth within RTD coffee. Positioned as a premium offering, reflected in its higher price point, Boss is part of a growing trend where consumers are increasingly seeking out sophisticated Japanese black coffee brands.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee 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 RTD Coffee 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 RTD Coffee 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 RTD Coffee in Thailand?
- To what extent are health considerations impacting consumption of RTD Coffee in Thailand?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Thailand?
- Which are the leading brands in RTD Coffee in Thailand?
- What potential exists for multinational or domestic soft drinks companies to expand in Thailand?
- How are products distributed in RTD Coffee in Thailand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Thailand - Category analysis
KEY DATA FINDINGS
The shifting landscape of RTD coffee presents challenges and opportunities
Sales of RTD coffee decline amidst sugar tax and affordability challenges
Premiumisation drives evolution in RTD coffee
Fresher reformulations likely to contribute to growth moving forward
Freshness and sourcing likely to be the new battleground for RTD coffee
Packaging diversification, with little regulatory pressure in terms of sustainability
Birdy's mainstream premiumisation in RTD coffee maintains brand loyalty
Boss captures discerning Thai palates with Japanese craftsmanship
From impulse to staple – the evolving retail landscape for RTD coffee in Thailand
Accessibility shapes RTD coffee distribution
Soft Drinks in Thailand - Industry Overview
Value, wellness, and agile innovation drive growth in soft drinks
KEY DATA FINDINGS
Soft drinks are redefining value amidst economic headwinds
Wellness and agility drive innovation in soft drinks
Innovation anchored in cultural relevance and emotional resonance
Health, lifestyle, and price expected to shape soft drinks in Thailand
Sugar tax and shifting lifestyles to drive continued reformulation and premiumisation
Soft drinks will increasingly embrace a diverse distribution landscape
Coca-Cola maintains its lead in soft drinks with personalisation and hydration
Wellness helps CocoMax become a fast-growing force in soft drinks
Enduring importance of traditional channels for impulse purchases
The strategic rise of e-commerce and the imperative for omnichannel adaptation
Retail and foodservice channels drive brand-building
Fountain sales in Thailand
COUNTRY REPORTS DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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