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Executive summary
- Mintel's perspective
- Overview
- The outlook of tea and RTD tea in Thailand
- Thailand's tea market sees dynamic growth
- Tea as a source of mood enhancement
- Offer the right tea at the right time
- Graph 1: attributes in tea associated with being good for drinking during different times of day, 2024
- Offer the right tea at the right time
- Refocus healthy tea
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key trends and market factors
- What you need to know
- Worldwide cravings for exciting flavours
- Consumers actively look for new tea flavours
- The expansion of local and international tea house brands is driving innovation towards fresh sensory experiences for a competitive edge
- Case Study: Ayataka tea brand by Coca-Cola
- China, Germany, and India lead tea innovation while Thailand lags behind with only 1% of global tea launches
- Graph 2: tea and RTD tea launches, by market, 2021-2024
- To stay competitive with tea houses, tea and RTD tea producers are innovating vigorously on flavour
- Teas improving mental health
- Strong mental health is key to wellbeing
- Graph 3: agreement with statements relating to health behaviours*, 2023
- Teas are increasingly being positioned to support mental health and wellbeing
- Turmeric reigns supreme among adaptogenic ingredients in APAC tea innovations
- Graph 4: % of tea launches with selected mental health-boosting ingredients, 2019-24
- Teas with L-theanine are emerging to address demand for mood aids
- Teas infused with ginkgo biloba are rising in popularity to cater to the growing need for cognitive enhancers
- Emergence of functional tea with multi-functional benefits
- Global tea and RTD tea brands prioritise both sustainability and health initiatives
- Graph 5: % of tea and RTD tea launches, by selected top growth claims, 2021-24
- Tea with functional benefits is a growing trend across various regions
- The functional tea trend is here to stay globally
- Graph 6: tea and RTD tea product releases with functional claims, 2019-23
- Different focuses on functional benefits across regions
- Graph 7: tea and RTD tea product releases with functional claims, by claims, 2022-Q1 2024
- European sleep-promoting tea
- APAC antioxidant tea
- Free from and minus claims grew among Thai tea and RTD tea launches to address Thai consumers' health concerns and interest in naturalness
- Graph 8: % of tea and RTD tea launches, by claims, 2021-24
- In Thailand, functional tea has not found its main benefit focus yet
- Graph 9: tea and RTD tea products released with functional claims, by claims, 2021-23
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What consumers want and why
- What you need to know
- The tea market in Thailand is exciting with room to expand
- Graph 10: tea or RTD (iced) tea consumption frequency in the past six months, by age, 2024
- Tea as a dose of mood enhancement
- Tea lovers gravitate towards tea primarily for its flavour and mood boost
- Graph 11: top reasons to drink tea regularly, 2024
- Top tea picks in Thailand: green tea and Thai tea
- Graph 12: tea types consumed in the past six months, 2024
- Jasmine green tea is making inroads into green tea launches in Thailand
- Graph 13: launches of tea and RTD tea with green tea as an ingredient, by share of ingredient, 2020-24
- Green tea brands can differentiate on shelves with more exotic green tea varieties
- Highlight the slimming benefits of catechin to enhance the value of green tea beverages
- Diverse beverage preferences among Thai consumers pose a challenge for tea market growth
- Graph 14: reasons to not drinking tea more often, by age, 2024
- Brew up tea as a coffee alternative for older tea drinkers
- Captivate youth with indulgent tea options
- More varied tea flavours are desirable, especially among older age groups
- Graph 15: agreement with statements about tea, 2024
- Innovative flavour combinations
- Brands can put a fresh twist on tea flavours
- The right tea at the right time
- Mornings and afternoons emerge as prime tea-drinking hours among Thai consumers
- Graph 16: statements about tea that apply to you, 2024
- The demand for tea shifts like clockwork, with each brew finding its perfect moment in the day
- Correspondence analysis and how to interpret the chart
- Morning: waking up for refreshing, healthy teas
- Graph 17: attributes in tea consumers associate as being good for drinking during different times of day, 2024
- Morning tea: healthy refreshment
- Afternoon: staying awake with refreshing and energising teas
- Graph 18: attributes in tea consumers associate as being good for drinking during different times of day, 2024
- Afternoon tea: mid-day pick-me-up
- Harness popular culture to attract younger consumers to the afternoon tea ritual
- Night: resting with soothing teas
- Graph 19: attributes in tea consumers associate as being good for drinking during different times of day, 2024
- Night tea: nice-time calmness
- The era of healthy tea
- Health benefits are underlining reasons to drink tea
- Graph 20: reasons to drink tea regularly, 2024
- Sugar content remains the key health concern for tea consumption
- Graph 21: reasons to not drinking tea more often, 2024
- RTD tea brands will need to continue flagging up sugar-free recipes
- Health-conscious women are more likely to drink highly indulgent tea than men
- Graph 22: tea types consumed in the past six months, by gender, 2024
- How brands' strong campaigns can promote indulgence and mental wellbeing
- Balancing health and taste
- Refreshing but low caffeine
- Thai consumers are starting to look for healthier tea options
- Graph 23: statements about tea that apply to you, 2024
- Enhancing the experience of brewing tea at home with ceremonial tea traditions
- Japanese ceremonial tea in Thailand
- Sparkling and non-caffeinated options can improve tea's hydration appeal
- Continue to introduce fermented tea as a healthier beverage alternative
- Consumers' need for functional benefits signals opportunities for growth in functional health claims in tea
- Graph 24: health-related features in tea products that you would be willing to pay more for, 2024
- Focus on additional health features in tea to increase product perceived value
- Graph 25: features in tea products to pay more for, 2024
- Market gap for tea with stress reduction and sleep-supporting benefits
- Graph 26: tea and RTD tea products released with health benefit claims, 2021-Q1 2024
- Tea brands highlight destressing, calming benefits
- Bring teas into functional beverage arena
- Tea that calms the mind can boost cognitive performance
- Harness more visually captivating ingredients and colours to ease the mind
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appendix
- Report Definition
- Consumer research methodology
In 2024, Thailand’s tea and ready-to-drink (RTD) tea market is witnessing significant growth. The country’s tea market is projected to expand further, fuelled by the increasing health and wellness trends, particularly focusing on premium and unsweetened tea varieties.
Key market players are seizing these opportunities by introducing new products and investing in health-centric RTD tea options. Moreover, the growing popularity of kombucha is anticipated to boost the RTD tea sector’s expansion.
The growth of Thailand’s tea market is bolstered by a blend of local and international brands that are prioritising health, wellness and sustainability to drive innovation and cater to evolving consumer preferences.
Promote mood enhancement and health benefits. Increase focus on consumers' preferred times of day for tea consumption.
Pimwadee Aguilar, Associate Director Food & Drink – Thai Consumer
Market Definitions
This report covers the retail market for tea purchased for at-home or on-the-go consumption. For the purpose of this report, the tea market comprises the following:
- Canned/bottled RTD tea – shelf-stable and chilled RTD teas in single-serve and multi-serve sizes. This includes kombucha.
- Bagged, loose leaf, pod and single-cup teas, including black, white, green, and fruit/herbal teas – bagged may be single-cup or multicup sizes. Powdered teas do not refer to instant mixes or crystalised teas or powders, but rather powdered tea leaves that are brewed and ingested (eg matcha)
- Instant tea mixes
Teas sold through foodservice outlets are excluded from this report.
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