Concentrates saw minor off-trade RTD volume growth in Thailand in 2025, hampered by structural weaknesses, reliance on vulnerable small-scale vendors, and a significant shift towards health-conscious consumer choices. Consumers increasingly favoured natural, premium ready-to-drink beverages over traditional, high-sugar concentrates. The category remained highly concentrated, with established players like Nestlé and Unilever dominating, and competition from smaller brands intensifying. Small loca

RTD coffee experienced an off-trade volume decline in Thailand 2025, primarily due to the new sugar tax and affordability challenges. Despite this, a strong premiumisation trend was evident, with brands like Ajinomoto's Birdy employing "upward elasticity" to retain loyalty, and Suntory PepsiCo's Boss achieving dynamic growth with its premium Japanese flash-brewed offerings. Distribution is evolving, with e-commerce and vending machines showing significant growth alongside traditional convenience

RTD tea in Thailand saw solid off-trade volume growth in 2025, evolving into a functional lifestyle choice. Regular still RTD tea dominated, as it is perceived as a better-for-you treat, driving both volume and value sales through innovation. Sales were highly consolidated in 2025, with Oishi and Ichitan holding the leading positions; they differentiate through premium and mass-market strategies. Proximity retailers remained crucial for impulse buys, while retail e-commerce grew for bundles, ref

Bottled water experienced continued growth in Thailand in 2025, driven by the hot climate, lack of potable tap water, and on-the-go hydration needs of its workforce. Still bottled water remained dominant, but functional bottled water also gained traction among health-conscious urban consumers. Boon Rawd Brewery led in 2025 with a strong portfolio and brand trust, while Tipco's Aura brand was dynamic with its natural origin story. Distribution was a hybrid of hypermarkets, retail e-commerce, and

In 2025, soft drinks in Thailand experienced moderate growth, successfully navigating economic challenges by redefining consumer value. Affordability was crucial, driving demand for budget-friendly options and smaller pack sizes. Simultaneously, wellness and functional beverages, boasting added health benefits, emerged as key growth drivers. Innovation became agile, culturally relevant, and emotionally resonant, leveraging social media and lifestyle storytelling. Distribution evolved, with e-com

Carbonates in Thailand experienced moderate off-trade volume growth in 2025, as such products maintain appeal for impulse enjoyment and culinary pairings. Growth was propelled by reduced sugar variants due to increasing health consciousness, although concerns about artificial sweeteners persisted, and regular variants continued to dominate. Coca-Cola led thanks to well-known brands and a personalisation campaign, while Singha showed dynamic growth through health-conscious and innovative offering

Sports drinks in Thailand experienced robust off-trade volume growth in 2025, driven by younger, health-conscious consumers adopting these beverages as an everyday staple. The sugar tax is compelling brands to reformulate reduced sugar options, a trend which is expected to continue alongside broader wellness spending. Sponsor maintained its dominance in 2025 through tiered pricing and increased marketing, despite the rising competition. Gatorade and 100 Plus achieved dynamic growth through targe

Energy drinks in Thailand experienced robust off-trade volume growth in 2025, primarily driven by blue-collar consumers, who view these beverages as a functional necessity. Regular, high-sugar formulations dominated, although the sugar tax is prompting the cautious exploration of reduced sugar options, which remain niche. High consolidation of the competitive landscape fuels intense price competition, with Carabao achieving rapid growth in 2025 through low prices and expanded reach. Convenience

Juice in Thailand saw static off-trade volume sales in 2025, impacted by economic uncertainty, cooler weather, and strong competition from other beverages. However, coconut and plant waters experienced dynamic growth, driven by health and wellness trends. While FoodStar (Deedo) led in 2025, Malee grew by focusing on premiumisation, and Tipco by focusing on wellness. Meanwhile, CocoMax showed dynamic growth due to the healthy perception of its products, and Chabaa rebranded for relatability. Dist

Other hot drinks faced strong headwinds amid economic slowdown and rising input costs, limiting premiumisation and pushing brands towards affordability strategies like sachet downsizing and refill promotions. Traditional malt- and chocolate-based powders lost ground to RTD chocolate milk and energy drinks, which offer portability and instant gratification. Demand for powdered drinks now hinges on school partnerships, rural affordability, and occasion-based purchasing. In contrast, plant-based op

In 2025, tea in Thailand experienced a further rise in demand, though this was significantly offset by continuous price increases. Escalating import costs, unfavourable exchange rates, and rising packaging and logistics expenses collectively burdened Thai consumers, leading to widespread trading down towards smaller packs, promotional offers, and private label alternatives. While traditional black tea bags maintained sales through established habits, instant tea emerged as the most dynamic perfo

In 2025, instant coffee continued to dominate coffee in Thailand, driven by its affordability, convenience, and cultural significance, especially for mid-to-low-income consumers and in rural areas. The economic slowdown further reinforced its position, with brands like Nescafé innovating with flavours and functional claims. Conversely, fresh ground coffee pods, such as Nespresso and Nescafé Dolce Gusto, experienced dynamic growth. This premium segment appeals to urban professionals seeking conve

Hot drinks in Thailand remained fairly flat in 2025 as inflation and weak household spending constrained growth. Rising costs for coffee beans, cocoa, and packaging drove price fatigue, prompting consumers to trade down to sachets, refill packs, and private label while responding strongly to promotions. Instant formats across coffee, tea, and malt-based drinks continued to dominate due to affordability, while premium niches such as specialty coffee and imported teas held steady among higher-inco

In 2025, luxury goods in Thailand was moderately constrained by slower-than-expected tourism recovery, due to safety concerns following the earthquake in Myanmar which had repercussions in Bangkok, along with competition in the region from Japan and South Korea, with total tourist arrivals and spending falling short of review period levels. Luxury leather bags, luxury timepieces, and luxury fine jewellery, which traditionally rely on affluent international buyers for peak sales, have faced softe

In 2025, fine wines/champagne and spirits in Thailand demonstrated stable value growth of 3%, driven by several key trends that have been shaping consumer behaviour. The ongoing urbanisation and expansion of the middle class continued to underpin demand, as a growing number of consumers sought sophisticated drinking experiences, both for home consumption and in social settings. Premiumisation remained a dominant force, with Thai consumers showing an increased willingness to pay for high-quality,

In 2025, premium and luxury cars in Thailand witnessed a significant uptick in performance, primarily driven by sustainability initiatives and the enhancement of customer ownership experiences. Strong retail volume growth was supported by a notable increase in consumer interest in environmentally responsible vehicles, particularly electric and hybrid models. This trend aligned with both consumer preferences and government policies aimed at promoting green energy. Key manufacturers such as Merced

Following steady recovery trends observed in previous years, designer apparel and footwear (ready-to-wear) in Thailand experienced moderate value growth of 4% in 2025. This positive performance was driven by continued consumer confidence in luxury spending, especially among domestic high-net-worth individuals. The preference for tactile and personalised shopping experiences remained strong, as customers sought to engage directly with premium apparel and footwear items before making significant p

In 2025, experiential luxury in Thailand experienced a modest acceleration in value growth, continuing the stabilisation observed in 2024. This ongoing momentum was driven by luxury hotels, benefiting from a growing domestic affluent consumer base, especially as inbound tourism weakened compared to the previous year as a result of the strong Thai baht and various safety concerns, including the wider impact of the earthquake in Myanmar. This growth underscores a broader trend towards experience-d

Alcoholic drinks packaging retail unit volumes recorded growth of 3% in Thailand in 2024, driven by industry initiatives focused on sustainability and premium product innovation. Players such as ThaiBev are collaborating with suppliers to develop packaging that minimises natural resource utilisation, while still maintaining quality and functionality. Notable initiatives include reducing metal can thickness, resulting in substantial material savings, with ambitious targets for further cuts to raw

Lodging (destination) in Thailand witnessed healthy growth in value terms over 2025, primarily propelled by the continued recovery and growth in the tourism sector. Key trends driving this performance include the high volume of international tourist arrivals, with targets set between 38-40 million visitors and high hotel occupancy rates, particularly in key destinations like Bangkok and Phuket, where rates often hover around 80% occupancy. Average daily rates (ADR) have remained elevated or stab

Despite the sharp contraction in overall inbound visitor numbers in 2025, particularly from the Chinese market, Thailand’s travel sector was supported by underlying structural investment in digital and upscale experiences. Travel flows have been facilitated by increased airline capacity and connectivity, whilst significant growth and investment in the lodging sector has led to higher occupancy and rising average daily rates, notably in upscale segments where new properties cater to diverse trave

Thailand's airline industry is undergoing profound strategic changes, as reflected by the aggressive fleet expansion of Thai Airways International PCL and low cost carriers. These airlines are not just adding capacity and frequency but are recapturing market share by optimising route networks and catering to a broader audience. The significant push by low cost carrier Thai AirAsia to operate domestic flights from both Don Mueang and Suvarnabhumi airports has widened passenger choice. Low cost ca

The year 2025 saw a steep contraction in Thailand’s inbound arrivals, with the downturn attributed to decline across of number of source markets in Asia-Pacific, Europe. This major slump was driven by a handful of interconnected challenges, most notably the persistent concerns surrounding personal safety and the higher cost of visiting Thailand.

Thailand's booking category posted robust growth in 2025 supported by higher average expenditure. Travellers are increasingly utilising online channels, particularly mobile apps offered by both major international Online Travel Agencies (OTAs) like Agoda and Booking.com, and regional players like Traveloka. This shift to digital platforms provides travellers with greater convenience, real-time price comparisons, and access to a wider range of options, encouraging more bookings. Furthermore, airl