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Hot Drinks in Thailand

Publisher Euromonitor International
Published Nov 24, 2025
Length 49 Pages
SKU # EP20638972

Description

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...

Euromonitor International's Hot Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Coffee, Other Hot Drinks, Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Hot Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

49 Pages
Hot Drinks in Thailand
Euromonitor International
November 2025
List Of Contents And Tables
HOT DRINKS IN THAILAND
EXECUTIVE SUMMARY
Price sensitivity, wellness trends, and innovation shape market dynamics
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Nestlé (Thai) Ltd retains dominance through wide product portfolio
Rising interest in Japanese products drives strong growth of OSK Sencha Green Tea
CHANNELS
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
MARKET DATA
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
COFFEE IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Instant coffee's enduring reign and the rise of premium pods in Thailand
INDUSTRY PERFORMANCE
Further growth in 2025 as convenient instant coffee drives overall demand
Urban and young professionals drive dynamic growth of fresh ground coffee pods
WHAT’S NEXT?
Promotional strategies to diverge between mass and premium coffee segments
Digital and technological advancements will drive efficiency and traceability
Health and wellness to redefine coffee consumption and product innovation
COMPETITIVE LANDSCAPE
Nestlé (Thai) Ltd’s dominance supported by Nescafé portfolio
Rising demand for capsules drives dynamic growth of Nestlé Nespresso
CHANNELS
Consumers value convenience and different formats when purchasing coffee
Dynamic growth for e-commerce supported by subscription models
CATEGORY DATA
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
TEA IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Price rises drive consumer shifts while instant tea fuels dynamic growth
INDUSTRY PERFORMANCE
Navigating price hikes and evolving consumer habits in 2025
Flavour innovation and premiumisation drive dynamic growth in instant tea
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
Hypermarkets leads, while supermarkets’ growth is driven by premium offerings
E-commerce continues to make gains from low base
CATEGORY DATA
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
OTHER HOT DRINKS IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Affordability, wellness, and digital transformation drive category evolution
INDUSTRY PERFORMANCE
Economic pressures reshape the role of chocolate and malt-based hot drinks
Cereal-based options help drive demand for other plant-based hot drinks
WHAT’S NEXT?
Price pressures and adult repositioning to reshape other hot drinks in Thailand
Digital and technological advancements will help strengthen value communication and functional proof
Health and wellness can reframe everyday consumption and renew occasions
COMPETITIVE LANDSCAPE
Ovaltine and Milo remain dominant through brand familiarity and price promotions
Local challengers redefine market momentum
CHANNELS
Small local grocers anchor accessibility to other hot drinks
Modern channels reshape reach with convenience stores recording strong growth
E-commerce’s further share gain driven by convenience and competitive pricing
CATEGORY DATA
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER

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