COMPETITIVE LANDSCAPE
The two leaders maintain their grip through scale and strategy
RTD tea in Thailand remained highly consolidated in 2025, with a duopoly formed by Oishi Group PCL/Thai Beverage PCL (Oishi, Jub Jai, and Chakuza), and Ichitan Group PCL (Ichitan, and Yen Yen), which together commanded a stable share of over two thirds of off-trade volume sales. Their combined dominance is firmly rooted in extensive distribution networks, formidable brand equity, and sheer scale, effectively shaping the entire competitive landscape.
Complementary strategies define the competition in RTD tea
While Oishi and Ichitan compete head-to-head in RTD tea in Thailand, they effectively differentiate themselves through distinct brand positioning and innovation strategies. Oishi typically emphasises authenticity, a premium Japanese-inspired tea culture, and health-forward messaging.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea 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 Tea 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 Tea 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 Tea in Thailand?
- To what extent are health considerations impacting consumption of RTD Tea 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 Tea in Thailand?
- Which are the leading brands in RTD Tea in Thailand?
- What potential exists for multinational or domestic soft drinks companies to expand in Thailand?
- How are products distributed in RTD Tea 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 Tea?
- 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 Tea in Thailand - Category analysis
KEY DATA FINDINGS
Health, heritage, and digitalisation are key trends in RTD tea
RTD tea is evolving beyond refreshment to a functional lifestyle choice
Guilt-free enjoyment drives the dominance and growth of regular still RTD tea
Diversification will be key for growth in RTD tea
Blurring the lines between refreshment, speciality, and functionality in RTD tea
Health and wellness set to drive innovation in RTD tea in Thailand
The two leaders maintain their grip through scale and strategy
Complementary strategies define the competition in RTD tea
Proximity retailers remain key in the distribution of RTD tea in Thailand
Online platforms and price segmentation reshape distribution in RTD tea
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
The following categories and subcategories are included:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
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 Tea research and analysis database.
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