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Soft Drinks in Thailand

Published Nov 28, 2025
Length 98 Pages
SKU # EP20639410

Description

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...

Euromonitor International's Soft 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, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

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

Why buy this report??
* Get a detailed picture of the Soft 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

98 Pages
Soft Drinks in Thailand
Euromonitor International
November 2025
List Of Contents And Tables
SOFT DRINKS IN THAILAND
EXECUTIVE SUMMARY
Value, wellness, and agile innovation drive growth in soft drinks
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Soft drinks are redefining value amidst economic headwinds
Wellness and agility drive innovation in soft drinks
Innovation anchored in cultural relevance and emotional resonance
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Coca-Cola maintains its lead in soft drinks with personalisation and hydration
Wellness helps CocoMax become a fast-growing force in soft drinks
CHANNELS
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
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2025
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2025
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2025
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2025
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2021-2025
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2022-2025
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2021-2025
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2022-2025
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2025
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2022-2025
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2021-2025
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2022-2025
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2020-2025
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2020-2025
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2020-2025
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2025
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2025-2030
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2025-2030
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2025-2030
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2025-2030
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2025-2030
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2025-2030
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2025-2030
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2025-2030
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2025-2030
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2025-2030
APPENDIX
Fountain sales in Thailand
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Innovation and lifestyles drive growth for carbonates in Thailand
INDUSTRY PERFORMANCE
Reduced sugar variants propel growth, but artificial sweetener concerns linger
Impulse enjoyment and culinary pairing drive the enduring appeal of carbonates
WHAT’S NEXT?
Health consciousness is set to redefine Thailand's carbonates landscape
Marketing wars to intensify as brands vie for lifestyle integration
Quirky flavours and strategic partnerships set to drive brand relevance in carbonates
COMPETITIVE LANDSCAPE
Coca-Cola's personalisation drive connects with Generation Z in carbonates
Singha maintains its dynamic ascent: due to health, heritage, and innovation
CHANNELS
Convenience retailer and QSR partnerships shape the distribution of carbonates
Bulk purchasing and strategic promotions are reshaping carbonates distribution
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2020-2025
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2020-2025
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2020-2025
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2020-2025
Table 41 Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 42 Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2021-2025
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2022-2025
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2021-2025
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2022-2025
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2025-2030
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2025-2030
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2025-2030
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2025-2030
Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2025-2030
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
JUICE IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Stagnation, innovation, and strategic shifts in juice in Thailand
INDUSTRY PERFORMANCE
Stagnation for juice amidst shifting consumer priorities
Coconut and other plant waters maintains its growth path and shows a way forward
WHAT’S NEXT?
Branding and packaging likely to reshape juice in Thailand
Beyond refreshment – how health claims are expected to reshape juice offerings
Thailand's sugar tax expected to reshape the future of juice innovation
COMPETITIVE LANDSCAPE
FoodStar maintains its lead, while Malee and Tipco redefine the competition in juice
CocoMax sees dynamic growth, while Chabaa embraces emotional branding
CHANNELS
Small local grocers and convenience retailers dominate sales of mass juice
Premiumisation drives growth for modern trade channels in juice
CATEGORY DATA
Table 57 Off-trade Sales of Juice by Category: Volume 2020-2025
Table 58 Off-trade Sales of Juice by Category: Value 2020-2025
Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 60 Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2021-2025
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2022-2025
Table 63 NBO Company Shares of Off-trade Juice: % Value 2021-2025
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2022-2025
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2025-2030
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2025-2030
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2025-2030
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
BOTTLED WATER IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growth drivers, evolving trends, and market dynamics in bottled water
INDUSTRY PERFORMANCE
Climate, lack of potable water, and workforce needs underpin growth of bottled water
The dominance of still bottled water alongside functional innovation
WHAT’S NEXT?
Bottled water expected to be shaped by consumption in more remote areas
Smart vending and cashless payments to reshape on-the-go sales of bottled water
Thailand's affluent consumers will drive growth for premium bottled water
COMPETITIVE LANDSCAPE
Boon Rawd Brewery leverages brand equity to lead bottled water in Thailand
Aura's natural story is driving its growth in the Thai market
CHANNELS
A hybrid model driven by hypermarkets, retail e-commerce, and small local grocers
Shelf presence dictates success in bottled water in Thailand
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 70 Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2021-2025
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2022-2025
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2021-2025
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2022-2025
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2025-2030
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2025-2030
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2025-2030
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SPORTS DRINKS IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Growth as sports drinks are increasingly considered an everyday drink
INDUSTRY PERFORMANCE
Sports drinks become an everyday staple for consumers, not just related to sport
Adapting to the sugar tax with reduced sugar sports drinks offerings
WHAT’S NEXT?
Health consciousness expected to fuel sustained growth in sports drinks
AI and wearables likely to reshape sports drinks in Thailand
Using consumer feedback to aid reformulation and sugar reduction in sports drinks
COMPETITIVE LANDSCAPE
Sponsor's enduring dominance and strategic evolution in sports drinks
Gatorade and 100 Plus drive dynamic growth in sports drinks
CHANNELS
Accessibility drives sales through small local grocers and convenience stores
Supermarkets and retail e-commerce see dynamism, especially for bulk purchases
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 82 Off-trade Sales of Sports Drinks: Value 2020-2025
Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2021-2025
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2022-2025
Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2021-2025
Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2022-2025
Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2025-2030
Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2025-2030
Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2025-2030
Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
ENERGY DRINKS IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Functional necessity fuels resilient growth despite the sugar tax
INDUSTRY PERFORMANCE
Resilient growth for energy drinks, driven by functional necessity
Regular formulations drive sales of energy drinks even as healthier options emerge
WHAT’S NEXT?
Anticipated stable growth to be driven by functional necessity and economic realities
Technology to drive efficiency and engagement in energy drinks
Sugar tax likely to be a catalyst for further change in energy drinks
COMPETITIVE LANDSCAPE
Heavyweights battle for share in price-sensitive energy drinks
Carabao's aggressive strategy fuels the fastest growth in energy drinks
CHANNELS
Impulse purchases fuel strength of convenience retailers for energy drinks
Navigating online growth and strategic on-trade opportunities
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 94 Off-trade Sales of Energy Drinks: Value 2020-2025
Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2021-2025
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2022-2025
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2021-2025
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2022-2025
Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2025-2030
Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2025-2030
Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2025-2030
Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
CONCENTRATES IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Limited growth amidst health trends and structural weakness
INDUSTRY PERFORMANCE
Structural weakness limits growth for concentrates in 2025
Health trend and competition challenge the growth of concentrates
WHAT’S NEXT?
Concentrates faces stagnation without strategic health-focused repositioning
Digitalisation to continue to optimise concentrates distribution in Thailand
Navigating the impact of the sugar tax and regulatory shifts
COMPETITIVE LANDSCAPE
Established players maintain their grip on concentrates
Nestlé's Nestea leads isolated growth in the stagnant concentrates category
CHANNELS
Small local grocers leads distribution, while bulk purchasing is significant
The growing role of retail e-commerce in B2B restocking
Concentrates conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
CATEGORY DATA
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 107 Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
Table 109 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2022-2025
Table 110 NBO Company Shares of Off-trade Concentrates: % Value 2021-2025
Table 111 LBN Brand Shares of Off-trade Concentrates: % Value 2022-2025
Table 112 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2025
Table 113 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2022-2025
Table 114 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2025
Table 115 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2022-2025
Table 116 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2025-2030
Table 117 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2025-2030
Table 118 Forecast Off-trade Sales of Concentrates by Category: Value 2025-2030
Table 119 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD TEA IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health, heritage, and digitalisation are key trends in RTD tea
INDUSTRY PERFORMANCE
RTD tea is evolving beyond refreshment to a functional lifestyle choice
Guilt-free enjoyment drives the dominance and growth of regular still RTD tea
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
The two leaders maintain their grip through scale and strategy
Complementary strategies define the competition in RTD tea
CHANNELS
Proximity retailers remain key in the distribution of RTD tea in Thailand
Online platforms and price segmentation reshape distribution in RTD tea
CATEGORY DATA
Table 120 Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 121 Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 122 Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 123 Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
Table 124 Leading Flavours for Off-trade RTD Tea: % Volume 2020-2025
Table 125 NBO Company Shares of Off-trade RTD Tea: % Volume 2021-2025
Table 126 LBN Brand Shares of Off-trade RTD Tea: % Volume 2022-2025
Table 127 NBO Company Shares of Off-trade RTD Tea: % Value 2021-2025
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Value 2022-2025
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Volume 2025-2030
Table 130 Forecast Off-trade Sales of RTD Tea by Category: Value 2025-2030
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2025-2030
Table 132 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
RTD COFFEE IN THAILAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
The shifting landscape of RTD coffee presents challenges and opportunities
INDUSTRY PERFORMANCE
Sales of RTD coffee decline amidst sugar tax and affordability challenges
Premiumisation drives evolution in RTD coffee
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Birdy's mainstream premiumisation in RTD coffee maintains brand loyalty
Boss captures discerning Thai palates with Japanese craftsmanship
CHANNELS
From impulse to staple – the evolving retail landscape for RTD coffee in Thailand
Accessibility shapes RTD coffee distribution
CATEGORY DATA
Table 133 Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 134 Off-trade Sales of RTD Coffee: Value 2020-2025
Table 135 Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 136 Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
Table 137 NBO Company Shares of Off-trade RTD Coffee: % Volume 2021-2025
Table 138 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2022-2025
Table 139 NBO Company Shares of Off-trade RTD Coffee: % Value 2021-2025
Table 140 LBN Brand Shares of Off-trade RTD Coffee: % Value 2022-2025
Table 141 Forecast Off-trade Sales of RTD Coffee: Volume 2025-2030
Table 142 Forecast Off-trade Sales of RTD Coffee: Value 2025-2030
Table 143 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2025-2030
Table 144 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER

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