Ready-to-Drink (RTD) Coffee - Thailand

The Ready-to-Drink (RTD) Coffee market in Thailand has been experiencing significant growth in recent years.

Customer preferences: Thai consumers have shown a growing preference for convenience and on-the-go products, which has contributed to the increasing popularity of RTD coffee. With busy lifestyles and a desire for quick and easy solutions, consumers are opting for ready-to-drink beverages that can be enjoyed anytime, anywhere. Additionally, the younger generation in Thailand is more open to trying new flavors and experimenting with different coffee options, further driving the demand for RTD coffee.

Trends in the market: One of the key trends in the RTD coffee market in Thailand is the rise of innovative flavors and variants. Manufacturers are constantly introducing new and unique coffee blends, catering to the diverse taste preferences of consumers. From traditional flavors like mocha and caramel to more exotic options such as coconut and Thai tea, there is a wide range of choices available in the market. This trend is driven by the desire to stand out in a competitive market and attract consumers who are looking for something different. Another trend in the market is the increasing focus on health and wellness. Thai consumers are becoming more health-conscious and are seeking healthier alternatives to traditional coffee beverages. As a result, there has been a rise in the demand for RTD coffee products that are low in sugar, use natural sweeteners, or incorporate functional ingredients like collagen or vitamins. Manufacturers are capitalizing on this trend by launching products that cater to the health-conscious consumer segment.

Local special circumstances: Thailand has a strong coffee culture, with a significant number of coffee shops and cafes across the country. This has created a favorable environment for the growth of the RTD coffee market, as consumers are already familiar with and enjoy coffee as a beverage. The presence of a well-established coffee culture has also led to a higher level of awareness and knowledge about different coffee varieties and flavors among consumers, further driving the demand for RTD coffee.

Underlying macroeconomic factors: Thailand's growing economy and rising disposable incomes have played a role in the development of the RTD coffee market. As consumers have more purchasing power, they are willing to spend on premium and convenient products like RTD coffee. Additionally, the increasing urbanization and Westernization of Thai society have led to a shift in consumer preferences towards more Western-style beverages, including coffee. This has created a favorable market environment for the growth of the RTD coffee segment.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.