Thailand’s beverage market presents growth opportunities beyond coffee, the nation’s favourite drink. To increase daily consumption, non-alcoholic beverage brands can focus on balancing indulgence and functionality, particularly with body and mind focused drinks.
Key trends include bold flavours favoured by Millennial men, snack-beverage pairings embraced by women and time-specific beverages catering to daily needs. Brands can leverage these insights to innovate and meet evolving consumer demands.
Read the full Report to uncover actionable strategies and seize opportunities in Thailand’s non-alcoholic beverage market.
This report looks at the following areas:
- Consumption of non-alcoholic beverages by categories
- Features that encourage higher consumption frequency
- Motivations to consume different types of beverages
- Factors influencing beverage trials
- Link between ingredients and specific times of day
Boost consumption with body and mind wellness, meet rebellious consumers with next-gen indulgence and strengthen positioning with local, time-aligned, natural ingredients.
Rashmika Khanijou, Senior Analyst
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of non-alcoholic beverages in Thailand
- As healthy, active lifestyle aspirations evolve, beverages will move beyond being a mere refreshment
- Elevate beverages from refreshment to total wellness solutions
- Transform functional beverages into sensory experiences for rebellious consumers
- Graph 1: non-alcoholic beverages that consumers would consume for select reasons, by Boundary Breakers, 2024
- Design daypart-perfect beverages using local, natural ingredients
- Graph 2: association of beverage ingredients with daypart occasions, 2024
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- The landscape: coffee has evolved to become Thais’ go-to daily drink, while other beverages have room to grow in frequency
- Graph 3: consumption of different types of non-alcoholic beverages in the past six months, 2024
- The wellness revolution of non-alcoholic beverages
- A focus on daily health habits and active lifestyles is reshaping consumer expectations for beverages
- Health issues such as obesity and diabetes will drive demands for permissible indulgence
- Rising mental health challenges will add an emotional dimension to beverage choices
- Focus on balancing functionality and permissibility to trigger new beverage trials
- Graph 4: factors that will influence trial of a new non-alcoholic beverage, 2024
- Increase consumption frequency by tapping into new functional priorities
- Graph 5: features that would encourage more consumption of non-alcoholic beverages, 2024
- Enhancing both body and mind performance is key to increasing beverage frequency and relevance
- Juices as a category have the strongest health edge, but brands have not ventured beyond immunity and digestive claims
- Graph 6: share of product launches in the juice category, by top 10 functional claims, 2022-25
- Graph 7: consumption of non-alcoholic beverages ‘to gain health benefits’, 2024
- Juices are seen as a gut-health hero, but it is time to claim the body-mind connection
- Graph 8: health benefits that consumers expect to get from juice, 2024
- Formulate nutrient-rich juices infused with superfoods to energise consumers
- Blend ingredients using tea and vitamins in juices for added stimulation
- Juice can help replenish energy levels by targeting the gut with ‘-biotics’
- Close the health gap in carbonated soft drinks and tea to boost daily consumption
- CSDs: stretch from stress relief to purposeful energy and recovery
- Graph 9: health benefits consumers expect to get from drinking carbonated soft drinks, 2024
- CSDs can become energised, shifting the direction towards body and mind wellness
- Graph 10: share of product launches in carbonated soft drinks category, by top 10 functional claims, 2022-25
- CSDs can include vitamins to support recovery, hydration and wellness, becoming lifestyle drinks
- Educate consumers with on-pack info on how prebiotic fibre added to CSDs can regulate mood, energy levels and appetite
- Tea: established for mental wellness, now primed to grow into physical wellness
- Graph 11: health benefits consumers expect to get from drinking tea, 2024
- Position tea for total body vitality, promoting holistic wellness
- Fermented drinks – an underrated beverage in this health-conscious market
- Strengthen the identity of fermented drinks in body and mind wellness by focusing on total recovery
- The new wave of beverage indulgence
- 2025 Global Food & Drink Trend: Rule Rebellion
- The need to express individuality will manifest in rule-breaking beverage choices
- Next-gen men are giving rise to next-gen indulgence: introducing the Boundary Breakers
- Innovative flavours are the key to driving trials among Boundary Breakers
- Graph 12: ‘new and innovative flavours’ as a factor that will influence trial of a new non-alcoholic beverage among Boundary Breakers vs Not Boundary Breakers, 2024
- Carbonated soft drinks win on the indulgence front, but brands can evolve to meet Boundary Breaking needs
- CSD flavour innovations in Thailand are evolving with bold spice and citrus notes
- Capture trends across categories to drive CSD flavour innovation: Dubai chocolate trend
- Innovative collaborations can drive intrigue
- Opportunity for sport/energy drinks and fruit juices to have an indulgence upgrade
- Graph 13: non-alcoholic beverages that consumers would consume for select reasons, by Boundary Breakers, 2024
- Sports and energy drink flavours are evolving with functional indulgence: exotic citrus and berries
- Sports and energy drinks can take cross-category flavour inspirations
- Drive indulgence intrigue with mystery flavourings
- Fruit juice flavours are evolving with unconventional veggie and citrus infusions
- Venture into dessert flavours to enhance juice indulgence
- Beyond flavour: texture and scent now matter more than ever
- Graph 14: select factors that will influence trial of a new non-alcoholic beverage, by Boundary Breakers vs Not Boundary Breakers, 2024
- Growing demand for multifunctional indulgence especially among the Snack Sipping Queens
- Meal replacement drinks are the leading snack replacements, but fruit juices also show potential
- Infuse juices with energy-boosting textured pieces to make them a good midday snack
- Reimagine juice as a functional, drinkable snack
- Opportunity to redefine RTD tea: position it as a purposeful snack alternative
- Graph 15: consumption frequency of RTD tea, by Snack Sipping Queens vs non Snack Sipping Queens, 2024
- Give tea a twist to boost its snacking appeal
- Make tea more snackable and indulgent: cheese tea!
- Formulating with natural, time-aligned ingredients
- Urbanisation and modern lifestyles will shape beverage routines
- Beverages by the clock – a new space for innovation
- The demand for natural ingredients in foods will expand into beverages
- Graph 16: top factors when shopping for food, 2025
- Demand for time-specific nutritional drinks paves the way for ingredient innovation
- Coconut water is emerging as a versatile daypart hero in beverages
- Graph 17: association of beverage ingredients with daypart occasions, 2024
- Tap into coconut’s versatility to take it to new drink territories
- Supercharge coconut water with vitamins and whole foods to create nutrient powerhouse beverages
- Ginger is a star ingredient ready for a make-over: market it as a morning energiser with functional benefits
- Ingredientscape: ginger is established with low growth momentum
- Dialling up the potential of ginger in the Thai beverage market
- Discover the hidden potential of Thai herbal ingredients
- Graph 18: association of beverage ingredients with daypart occasions, 2024
- New rituals, new relevance: push the rise of butterfly pea and lemongrass
- The benefits of lemongrass and butterfly pea can come together to capture the afternoon daypart
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APPENDIX
- Consumer research methodology
- TURF analysis
- Correspondence analysis
- Consumer research questions
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