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
Collapse All
-
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
-
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
-
APPENDIX
- Consumer research methodology
- TURF analysis
- Correspondence analysis
- Consumer research questions
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
€ 2600 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
