Mintel’s market research finds that blurred beverages are on the rise, blending traditionally distinct drink categories. This trend combines different beverage types, ingredients, functionalities and consumption occasions. Popularised by the demand for low-/no-alcohol drinks in Western markets, this report explores how the trend is evolving in Thailand, where consumers seek innovative flavours, enhanced functionality, or both.
As attributes merge and intersect, the Report focuses on three key dimensions of blurred beverages: functionality, flavour and occasion. It examines the strengths of each beverage category, identifies potential competitors, explores hybrid drink preferences and uncovers new consumption opportunities.
Purchase this report for a comprehensive understanding of the beverage industry’s evolving landscape, consumer behaviour and key opportunities for juice, tea, coffee, carbonated soft drinks (CSDs) and more.
Key Topics Analysed in the Report
- Identify expected health benefits in beverages
- Identify unconventional innovations of interest in beverages
- Explore category combinations of interest in hybrid drinks
- Understand consumer attitudes and behaviour towards beverages
About the Report
This report explores beverage blurring – when boundaries between traditionally distinct categories of drinks are increasingly blurred or fused. This involves the blending of different beverage types, ingredients, functionality, and consumption occasions. It covers non-alcoholic drinks – hybrid drinks, juice, carbonated soft drinks (CSDs), tea, dairy drinks, coffee, plant-based drinks, sports/energy drinks, meal replacements, and more.
Meet the Expert Behind the Analysis
This report was written by Phurisa Phagudom. Phurisa is a Food and Drink Analyst based in Bangkok, Thailand. She has been working in R&D for a global FMCG company looking over SEA nutrition category. With her passion for foods, she holds a bachelor degree in Food Science from Pennsylvania State University and a master degree in business from Warwick Business school.
Navigate avenues for growth, monitor the competitive landscape between beverage categories and bridge the gap between consumer expectations and their unspoken needs.
Phurisa Phagudom
Research Analyst – Food and Drink, Thailand
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of beverage blurring in Thailand
- Meal time fluidity breaks all the rules: Thais embrace new eating experiences, seeking both refreshment and functionality
- Consumers are increasingly seeking beverages that deliver more than just refreshment, prioritising health benefits
- Graph 1: interest in unconventional health benefits in non-alcoholic beverages, 2024
- Unique flavors boost appeal, promoting hybrid drink synergy
- Graph 2: interest in hybrid drinks, by various beverage bases, 2024
- Thais are defying beverage norms, opening doors for occasion-based innovations
- Graph 3: behaviour towards non-alcoholic beverages, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Thais are breaking the rules
- 2025 Global Food & Drink Trend: Rule Rebellion
- Flavour innovations will be key to thinking outside the box
- Breaking the rules with cross-category flavours
- Health is evolving beyond nutrition categories
- Functional products can thrive not only in categories that have a health halo but also in the indulgent ones
- Graph 4: product preference of users of each product category, 2023
- Performance enhancement categories are on the rise in functional offerings
- Graph 5: share of functional beverages, by sub-category, 2025
- Carbonated soft drinks are moving towards healthy positioning
- Meal time fluidity
- Thais are flexible eaters, with the majority of the population participating in all meal and snack times
- Graph 6: participation in meal occasions, 2024
- Thais are breaking the rules and embracing snacks as meals
- Supporting Thais’ unconditional love for food with coconut water
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Functionality blurring
- Growing health-consciousness calls for functionality in balance with refreshment
- Graph 7: top three important factors when choosing one beverage over another, 2024
- Each beverage category presents a distinct functional value, though some blur the lines as they overlap and compete with one another
- Graph 8: expected health benefits from non-alcoholic beverages, by categories, 2024
- Carbonated soft drinks must secure their position as a go-to choice for refreshment while finding innovative ways to stand out
- Graph 9: expected health benefits from non-alcoholic beverages, 2024
- Cater to the growing demand for healthier beverage choices with prebiotic sodas
- Graph 10: interest in trying sparkling soda for gut health, by age, area and monthly personal income, 2024
- Cater to the growing demand for healthier beverage choices with prebiotic sodas
- Maintain the vibrant, playful nature of carbonated soft drinks with a healthy twist
- Clear protein provides an exciting opportunity for carbonated soft drinks to capitalise on the growing protein craze
- Although juice stands the ultimate health drink, it is losing to vitamin water on perceived immunity benefits
- Graph 11: expected health benefits from non-alcoholic beverages, 2024
- Cognitive function-boosting juice presents a promising opportunity
- Juices for boosting cognition are thriving in global markets
- Coffee holds strong positioning for boosting energy and focus
- Graph 12: expected health benefits from non-alcoholic beverages, 2024
- Coffee priorities: boosting energy for men, enhancing focus for women
- Beyond refreshment, consumers now seek beverages that deliver unconventional health benefits
- Graph 13: interest in unconventional health benefits in non-alcoholic beverages, 2024
- Opportune time for brands to innovate beverages for eye support
- Nestlé has launched vision-focused fruit shots
- Expand eye health options to tea and coffee
- Reducing blood cholesterol is prioritised over heart health
- Graph 14: beverage innovation of interest, by age and gender, 2024
- Offer functional drinks for daily consumption to manage or prevent non-communicable diseases
- Anti-ageing: a generational holistic concern
- Graph 15: interest in unconventional health benefits in non-alcoholic beverages, by generation, 2024
- Juice Plus+ Superfood Powder
- Better sleep and weight management are still gaps in the market
- Graph 16: expected health benefits from non-alcoholic beverages, 2024
- Women also look for weight management benefits in beverages beyond meal replacements
- Graph 17: non-alcoholic beverage innovation of interest, by gender, 2024
- Cater to weight conscious women with weight management juice
- Help weight-watchers achieve their goals with ready-to-drink teas for body fat reduction
- Flavour blurring
- Unique flavours influence beverage purchase decisions
- Graph 18: beverage innovation of interest, 2024
- Examples of creative innovation in aromatic and flavourful experiences
- Hybrid drinks: exploring different beverage combinations
- Graph 19: interest in hybrid drinks, 2024
- Juice is a versatile beverage mixer
- Graph 20: interest in hybrid drinks with juice blend, 2024
- Attract mass market appeal with juice and yogurt blends
- Enhance juice’s nutritional benefits with plant-based milk and high-protein claims
- Highlight the synergistic blend of juice and carbonated sodas
- Most wanted: tea and coffee hybrids are growing in demand
- Graph 21: interest in hybrid drinks, 2024
- Blurring the line of coffee and tea to enhance cross-category experiences
- Utilise Thai tea base with added coffee twist
- Occasion blurring
- Older generations are the true rule rebels of beverages
- Graph 22: behaviour towards non-alcoholic beverages, 2024
- Bedtime: an unclaimed occasion
- Coffee as a de-stressor presents potential opportunities for bedtime
- Graph 23: beverage innovation of interest, 2024
- Foster a sense of calm and comfort in coffee
- Provide convenience with ready-to-drink coffee options for bedtime
- Non-alcoholic beer for men: bedtime and energy boost
- Graph 24: beverage innovation of interest, 2024
- Highlight the relaxation benefits of non-alcoholic beer for better sleep quality
- Offer non-alcoholic beer with energy claims
- Tailor to men with guilt-free indulgence for work-out occasions
- Protein boost as an indulgence alternative to sugary drinks
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
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