Nutritional value equals flavour in the choice of non-alcoholic drinks. Thais prioritise ‘high nutritional value’ and ‘functional benefits’ over ‘low sugar’ or ‘no additives’. As consumers are shifting to healthier options, opportunities are being created for functional nutrition in non-alcoholic beverages. Urbanites are a key target for beverages with new positioning. Brands can drive engagement by aligning products with emerging trends.
The bedtime occasion is untapped, offering opportunities for juices and tea. ‘Favourite flavour’ is as important as ‘nutrition’ in beverage choices. Consumers are showing a preference for familiar tastes with room for adventurous options.
Discover how brands can enhance competitiveness with a focus on health, expanding consumption avenues and flavour balance.
Rashmika is a Food and Drink Analyst in the Thai Consumer Reports team. Prior to joining Mintel, she has had marketing and innovation ownership experience in the FMCG industry covering Southeast Asia markets.
Enter the functional nutrition space for healthy ageing needs, develop new occasion identities and balance the flavour portfolio between favourites and fresh finds.
Rashmika Khanijou
Senior Analyst
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