泰國熱飲市場

2025年，泰國熱飲市場整體保持平穩，成長受到通貨膨脹和家庭支出疲軟的限制。咖啡豆、可可和包裝材料成本的上漲導致消費者對價格產生疲勞感，儘管促銷活動對消費者反應強烈，但他們也傾向於選擇袋裝、補充裝和自有品牌產品。即溶產品，包括咖啡、茶和麥芽飲料，由於價格實惠，繼續佔據市場主導地位，而專門食品咖啡和進口茶等高階產品則保持了穩定的需求，尤其是在高所得人群中。

Euromonitor International發布的《泰國熱飲市場》報告全面分析了泰國熱飲市場的規模和結構，涵蓋2020年至2024年的最新零售銷售資料，幫助識別推動市場成長的細分領域。報告重點介紹了主要企業和品牌，並對影響市場的關鍵因素（包括監管、分銷和定價）進行了策略分析。此外，報告也對2029年的市場發展趨勢進行了預測。

目標產品：咖啡、其他熱飲、茶

資料範圍：市場規模（過往表現）、企業市場占有率、品牌佔有率、分銷資料

為什麼要購買這份報告？

• 詳細整體情況熱飲市場
• 確定成長領域並了解變革促進因素
• 了解競爭格局、主要市場參與企業和主要品牌
• 利用五年預測來評估市場發展前景

Euromonitor International擁有超過50年的市場研究報告、商業指南和線上資訊系統出版經驗。該公司在倫敦、芝加哥、新加坡、上海、維爾紐斯、杜拜、開普敦、聖地牙哥、雪梨、東京、班加羅爾、聖保羅、首爾、香港、杜塞爾多夫和墨西哥城設有辦事處，並在100個國家擁有分析師網路。憑藉其對多元化市場的獨特洞察和深刻理解，公司開發了強大的資訊資源，為企業制定明智的策略規劃提供支援。

目錄

目錄和表格

執行摘要

• 價格敏感度、健康趨勢與創新塑造市場動態

關鍵資料結果

產業表現

• 成本上漲影響消費者的購買決策
• 參與企業必須在價格可負擔性和創新性之間取得平衡。
• 泰國的食品服務體驗不斷發展
• 永續性措施主要集中在包裝和本地原料方面。

未來趨勢

• 熱飲市場前景光明，但仍面臨挑戰。
• 日益成長的健康和保健趨勢推動產品開發
• 創新和多元化對於適應不斷變化的需求非常重要。

競爭格局

• Nestle (Thai) Ltd憑藉其廣泛的產品系列保持著競爭優勢。
• 消費者對日本產品的興趣日益濃厚，推動了OSK Sencha的強勁成長。

頻道

• 廣泛的地域覆蓋範圍支援透過小規模本地雜貨店進行分銷。
• 電子商務在熱飲分銷中的作用仍在不斷演變
• 餐飲服務與零售部門

市場資料

國家報告免責聲明

來源

泰國咖啡

關鍵資料結果

2025年的發展

• 即溶咖啡在泰國的持久主導地位以及高級咖啡膠囊的興起

產業表現

• 預計到2025年，即溶咖啡的便利性將推動整體需求進一步成長。
• 年輕的都市白領推動了現磨咖啡膠囊市場的蓬勃發展。

未來趨勢

• 區分大眾咖啡和高階咖啡市場的促銷策略
• 數位化和技術進步提高了效率和可追溯性
• 健康與保健重新定義咖啡消費與產品創新

競爭格局

• Nestle (Thai) Ltd的優勢得益於其Nestle咖啡產品組合。
• 膠囊咖啡需求的成長推動Nestle Nespresso實現強勁成長

頻道

• 消費者購買咖啡時重視便利性和多樣性。
• 訂閱模式推動電子商務蓬勃發展

分類資料

國家報告免責聲明

泰國奶茶

關鍵資料結果

2025年的發展

• 沖泡茶粉價格上漲促使消費者轉向其他茶飲，推動了其強勁成長動能。

產業表現

• 因應2025年物價上漲及消費者習慣變化
• 口味創新和優質化推動沖泡茶粉蓬勃發展

未來趨勢

• 競爭和健康趨勢塑造了一個更細分化的茶葉市場
• 產品和加工創新推動了便利性和優質化。
• 立法環境和健康意識有助於促進功能性和永續茶產業的發展

競爭格局

• Siam FB Products Co Ltd保持競爭優勢
• 綠茶市場競爭加劇
• 日益加劇的市場碎片化給中小規模參與企業帶來了挑戰。

通路

• 大賣場引領潮流，超級市場的成長則由高階產品供應推動。
• 電子商務在低基數的基礎上持續成長。

分類資料

國家報告免責聲明

泰國其他熱飲

關鍵資料結果

2025年的發展

• 價格承受能力、健康與數位轉型推動品類演變

產業表現

• 經濟壓力將改變巧克力和麥芽熱飲的角色。
• 穀物類飲品將帶動其他植物來源熱飲的需求。

未來趨勢

• 價格壓力和成人消費觀念的轉變也改變了泰國其他熱飲的格局。
• 數位化和技術進步有助於加強價值溝通和功能驗證。
• 健康與保健可以重塑日常消費模式，並帶來新的機會。

競爭格局

• Ovaltine和Milo以品牌知名度和價格促銷活動保持領先地位。
• 本土挑戰者重新定義了市場動能

頻道

• 小型本地雜貨店也為其他熱飲的供應提供了支持。
• 隨著現代通路重塑市場覆蓋率，便利商店實現了強勁成長。
• 便利性和具競爭力的價格將推動電子商務獲得更大的市場佔有率。

分類資料

國家報告免責聲明

Hot drinks in Thailand remained fairly flat in 2025 as inflation and weak household spending constrained growth. Rising costs for coffee beans, cocoa, and packaging drove price fatigue, prompting consumers to trade down to sachets, refill packs, and private label while responding strongly to promotions. Instant formats across coffee, tea, and malt-based drinks continued to dominate due to affordability, while premium niches such as specialty coffee and imported teas held steady among higher-inco...

Euromonitor International's Hot Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Coffee, Other Hot Drinks, Tea.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Hot Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Price sensitivity, wellness trends, and innovation shape market dynamics

KEY DATA FINDINGS

INDUSTRY PERFORMANCE

• Rising costs influence consumers' purchasing decisions
• Players must balance affordability with innovation
• Foodservice experience is evolving in Thailand
• Sustainability initiatives focus on packaging and local ingredients

WHAT'S NEXT?

• Despite positive outlook for hot drinks, challenges will remain
• Further rise of health and wellness trend to drive product development
• Innovation and diversification essential to adapt to changing demands

COMPETITIVE LANDSCAPE

• Nestle (Thai) Ltd retains dominance through wide product portfolio
• Rising interest in Japanese products drives strong growth of OSK Sencha Green Tea

CHANNELS

• Wide geographical reach supports distribution via small local grocers
• The role of e-commerce continues to evolve in the distribution of hot drinks
• Foodservice vs retail split

MARKET DATA

• Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
• Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
• Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
• Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
• Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
• Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
• Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
• Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
• Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
• Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
• Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
• Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
• Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
• Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
• Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
• Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
• Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
• Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
• Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
• Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
• Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
• Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
• Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
• Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
• Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

COFFEE IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Instant coffee's enduring reign and the rise of premium pods in Thailand

INDUSTRY PERFORMANCE

• Further growth in 2025 as convenient instant coffee drives overall demand
• Urban and young professionals drive dynamic growth of fresh ground coffee pods

WHAT'S NEXT?

• Promotional strategies to diverge between mass and premium coffee segments
• Digital and technological advancements will drive efficiency and traceability
• Health and wellness to redefine coffee consumption and product innovation

COMPETITIVE LANDSCAPE

• Nestle (Thai) Ltd's dominance supported by Nescafe portfolio
• Rising demand for capsules drives dynamic growth of Nestle Nespresso

CHANNELS

• Consumers value convenience and different formats when purchasing coffee
• Dynamic growth for e-commerce supported by subscription models

CATEGORY DATA

• Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
• Table 27 Retail Sales of Coffee by Category: Value 2020-2025
• Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
• Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
• Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
• Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
• Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
• Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
• Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
• Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
• Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

TEA IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Price rises drive consumer shifts while instant tea fuels dynamic growth

INDUSTRY PERFORMANCE

• Navigating price hikes and evolving consumer habits in 2025
• Flavour innovation and premiumisation drive dynamic growth in instant tea

WHAT'S NEXT?

• Competition and wellness trends to shape a more niche-driven tea market
• Product and processing innovation will drive convenience and premiumisation
• Legislative environment and health awareness to strengthen functional and sustainable tea development

COMPETITIVE LANDSCAPE

• Siam FB Products Co Ltd retains lead of competitive landscape
• Competition intensifies in green tea
• Increasing fragmentation proves a challenge for smaller or mid-tier players

CHANNELS

• Hypermarkets leads, while supermarkets' growth is driven by premium offerings
• E-commerce continues to make gains from low base

CATEGORY DATA

• Table 37 Retail Sales of Tea by Category: Volume 2020-2025
• Table 38 Retail Sales of Tea by Category: Value 2020-2025
• Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
• Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
• Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
• Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
• Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
• Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
• Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
• Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER

OTHER HOT DRINKS IN THAILAND

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Affordability, wellness, and digital transformation drive category evolution

INDUSTRY PERFORMANCE

• Economic pressures reshape the role of chocolate and malt-based hot drinks
• Cereal-based options help drive demand for other plant-based hot drinks

WHAT'S NEXT?

• Price pressures and adult repositioning to reshape other hot drinks in Thailand
• Digital and technological advancements will help strengthen value communication and functional proof
• Health and wellness can reframe everyday consumption and renew occasions

COMPETITIVE LANDSCAPE

• Ovaltine and Milo remain dominant through brand familiarity and price promotions
• Local challengers redefine market momentum

CHANNELS

• Small local grocers anchor accessibility to other hot drinks
• Modern channels reshape reach with convenience stores recording strong growth
• E-commerce's further share gain driven by convenience and competitive pricing

CATEGORY DATA

• Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
• Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
• Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
• Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
• Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
• Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
• Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
• Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
• Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
• Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030

COUNTRY REPORTS DISCLAIMER