COMPETITIVE LANDSCAPE
Siam FB Products Co Ltd retains lead of competitive landscape
Tea in Thailand reflects a uniquely layered competitive environment where heritage, global branding, and cultural signalling all intersect. In 2025, Siam FB Products Co Ltd, with its ChaTraMue brand, strengthened its overall leadership, embodying the success of a name that simultaneously appeals to mass and premium consumers.
Competition intensifies in green tea
Green tea has become one of the most hotly contested spaces. It embodies the influence of Japan’s soft power, particularly among mid-income urban consumers who equate Japanese products with refinement, minimalism, and wellness.
Increasing fragmentation proves a challenge for smaller or mid-tier players
Traditional tea segments such as Chinese green tea, black tea, and fruit/herbal tea continue to command loyalty among older and value-driven consumers. Brands like Three Horses, Fujian Oolong Cha, and various unbranded imports maintain strong presence in local grocery stores, wet markets, and traditional trade channels.
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Overview:
Understand the latest market trends and future growth opportunities for the 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 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 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 Tea in Thailand?
- To what extent are health considerations impacting consumption of Tea in Thailand?
- What are the traditional preferences in Tea 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 Tea in Thailand?
- Which are the leading brands in Tea in Thailand?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Thailand - Category analysis
KEY DATA FINDINGS
Price rises drive consumer shifts while instant tea fuels dynamic growth
Navigating price hikes and evolving consumer habits in 2025
Flavour innovation and premiumisation drive dynamic growth in instant tea
Competition and wellness trends to shape a more niche-driven tea market
Product and processing innovation will drive convenience and premiumisation
Legislative environment and health awareness to strengthen functional and sustainable tea development
Siam FB Products Co Ltd retains lead of competitive landscape
Competition intensifies in green tea
Increasing fragmentation proves a challenge for smaller or mid-tier players
Hypermarkets leads, while supermarkets’ growth is driven by premium offerings
E-commerce continues to make gains from low base
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:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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