Juice and juice drinks consumption continues to grow steadily, with Thais drinking it for its vitamin content, to aid bowel regulation, and to satisfy thirst. Often seen as a healthier alternative, juice is perceived by many as a preferable choice over less-nutritious beverages.
When it comes to purchase, however, indulgence prevails. It is crucial for manufacturers to innovate new flavours and be bold on nutritional benefits to stimulate higher consumption frequency and up sales.
Low sugar content is not seen as a high value driver for Thais, but some do prioritise this feature at purchase. Brands must continue to innovate with alternative natural sweeteners (such as stevia and honey) to offer taste and nutritional balance.
This Report explores anticipated changes in consumer consumption patterns, key purchasing factors, and latest movements in the industry. It aims to effectively guide brands in shaping their marketing strategies and product development efforts.
This report looks at the following areas:
- Consumption frequency and usage of juice and juice drinks
- Anticipated shifts in juice and juice drink consumption
- Key factors influencing consumer buying behaviour of juice and juice drinks
- Innovation of interest across the juice and juice drinks category
Flavours and nutrition play a crucial role in shaping consumers' juice choices, each in its own way. Exploring their interaction can help brands retain current customers, and entice new ones.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
This report covers:
Juice: products that are 99-100% fruit or vegetable juice. Includes 100% pure fruit or vegetable juice with no added ingredients. Also includes juices and smoothies with added seeds or grains, such as chia or quinoa.
Nectars: drinks containing less than 100% (generally 25-99%) fruit and/or vegetable juice and have added ingredients, mainly water.
Juice drinks: drinks that contain less than 100% (generally under 25%) fruit juice and have added ingredients, made mainly of water but also sweeteners, flavourings, colourings and/or vitamins.
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executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The five-year outlook for juice and juice drinks in Thailand
- Thais embrace a harmonious balance between health and indulgence
- Juice holds significance beyond refreshment
- Graph 1: motivations for buying more packaged juice and/or juice drinks, 2024
- Flavour appeal shapes Thais' final juice product choices
- Graph 2: most important factors when buying a packaged juice and/or juice drink, 2024
- Sugar callouts are powerful, but not a deal-breaker for Thais
- Graph 3: alternative sugar and sweetener in juices consumers are interested in buying, 2024
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key trends and market factors
- What you need to know
- The rise of health-conscious consumption
- Squeezing value: producers are compelled to maximise the value of juices in response to soaring fruit costs
- Health-consciousness drives nutrition and health functionality as strong indicators of value
- Graph 4: product preference, by product category, 2023
- Antioxidant and immunity claims dominate the functional juice space, while opportunity exists for the expansion of digestive health offerings
- Graph 5: share of functional juice and juice drink launches, by functional claims, 2021-24
- Thai juice brands promise multi-functional benefits to maximise value
- Sugar reduction tops the Thai agenda
- Government-imposed tax law is pressuring Thai beverage brands into vigorous sugar-reduction plans
- Graph 6: average sugars in juice drinks, 2019-24
- Thai Health Promotion Foundation's campaign promotes lower sugar consumption in beverages
- As part of their sugar-reduction strategy, brands are embracing new sugar alternatives in juice formulations
- Graph 7: juice and juice drink launches with added sugar/sweeteners, by ingredient, 2021-24
- Low-glycemic-index fruit juices are emerging to support sugar-conscious consumers
- Thais don't compromise on indulgence
- Consumers' desire for escapism sets the stage for Unguilty Pleasures
- Infegy Atlas – coverage and full list of search terms used
- Orange, grape and coconut water dominate the Thai juice market
- Graph 8: juice and juice drink launches featuring various juice types, by ingredient, 2021-24
- Countless smoothie stores flood the Thai market, offering a 'sweet spots'
- Opportunity for packaged juice to tap into emotional value and sensory elements
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what consumers want and why
- What you need to know
- Simplicity carries 100% fruit juices and fruit/vegetable blends at the forefront
- Graph 9: types of packaged juice and/or juice drinks purchased in the past six months, 2024
- There is a clear sign that the Thai juice market, especially among younger demographics, is poised for growth
- Graph 10: plan to purchase packaged juice and/or juice drinks in the next six months by generation, 2024
- Decoding Thais' juice preferences
- Juice holds a significance beyond mere refreshment for Thais
- The Thai juice market is saturated with natural claims
- Graph 11: most important factors when buying a packaged juice and/or juice drink, by generation, 2024
- '100% juice' claim is the attention-grabber that justifies a premium price tag
- Graph 12: most important factors when buying a packaged juice and/or juice drink, by generation, 2024
- Examples of how brands can communicate juice purity
- Upcycling ingredients: a delicious solution to food waste
- Health is a primary driver in consumers' intention to drink more juice, surpassing indulgence and emerging uses
- Graph 13: motivation to buy more packaged juice and/or juice drinks, 2024
- Thais, especially Gen Xers, are motivated to drink juice for its vitamin content
- Graph 14: motivation to buy more packaged juice and/or juice drinks, by generation, 2024
- Highlight vitamin fortification to dial up juice consumption's relevance
- Strengthen the health proposition with 100% vitamin-rich juices
- Competing nutritious beverage categories challenge juice brands to innovate beyond vitamin- and mineral-fortification claims
- Graph 15: beverage launches with vitamin/mineral-fortified claim, by category, 2021-24
- In addition to vitamin content, bowel regulation is another strong motivator for higher juice consumption
- Graph 16: motivation to buy more packaged juice and/or juice drinks, by generation, 2024
- Support consumers' demand for digestive health with high fibre content
- Graph 17: most important factors when buying a packaged juice and/or juice drink, 2024
- Maintain healthy digestion with high-fibre whole-fruit juice
- Vitamin-rich, gut-friendly juice innovations
- Beat the heat: offer hydration for older Millennials and Gen X
- Graph 18: motivation to buy more packaged juice and/or juice drinks, by generation, 2024
- Promote hydration, particularly to older consumers, to increase consumption frequency
- Flavour appeal greatly shapes final product choice
- Flavour is king at checkout
- Graph 19: most important factors when buying a packaged juice and/or juice drink, 2024
- Berry and tropical fruit flavours lead the way for juices in Thailand
- Graph 20: flavours of interest in juices, 2024
- Blend the best: balance popular berry and strawberry flavours with exotic açai and bilberry
- Juice up tropical flavours: build beyond coconut and mango
- Demand for a balance of indulgence and health paves the way for hybrid juices
- Graph 21: features in packaged juices and/or juice drinks interested in buying, 2024
- Lack of fresh milk and yogurt as ingredients hint at opportunities for packaged fresh milk/yogurt-juice hybrids
- Differentiate with milk- and yogurt-infused launches
- Tap into snackable juice treats
- Graph 22: motivation to buy more packaged juice and/or juice drinks, by generation, 2024
- Introduce fun formats and flavours for parents with young children
- Graph 23: motivation to buy more packaged juice and/or juice drinks, by parents of children aged under 18, 2024
- Innovate juice treats with exciting formats and ingredients
- Zillennials lead the smoothie buzz
- Graph 24: types of packaged juice and/or juice drinks purchased in the past six months, by generation, 2024
- Bring juice out of the box with aesthetic features
- Introduce eye-catching designs to smoothie launches
- Stealth-health sparkling juices for younger drinkers
- Leverage existing brand to cross formats
- Sugar-reduction claims fall flat, yet carry significance
- Juice brands are hopping on the 'minus' sugar claims wagon
- Graph 25: launches of sugar-related claims in juice drinks, 2021-24
- Sugar callouts are powerful, but not a deal-breaker for Thais
- Graph 26: most important factors when buying a packaged juice and/or juice drink, 2024
- Innovate with lower sugar without compromising on taste
- Alternative sugar and sweetener: honey and stevia
- Graph 27: alternative sugar and sweeteners in juices consumers are interested in buying, 2024
- Stevia and honey already dominate the market as natural sweeteners, but launches remain low
- Graph 28: packaged juice and/or juice drink launches with selected added sugars and sweeteners , 2021-24
- Value-up with manuka honey
- Natural sweeteners resonate strongly among Gen Xers
- Graph 29: natural sweeteners of interest, by generation, 2024
- Innovate with natural-alternative sugar sources
- Urbanites are interested in lower-sugar processing
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appendix
- Report definition
- Consumer research methodology
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