The energy drinks category in Thailand has long been dominated by two major domestic players, Osotspa Plc and Carabao Group, which together hold over 80% of the market share. However, competition has intensified as Osotspa Plc has diversified its product range and pricing to cater to different consumer segments.
The energy drinks category is undergoing a transformation in Thailand, with both new and existing consumers gravitating towards a more lifestyle orientated consumption pattern. This shift includes drinking energy drinks for their taste, refreshment, and enjoyment, in a similar way to that in which carbonated beverages are consumed, and, therefore, drinking them on various occasions.
Amongst the pricing strategies that are being aggressively employed by traditional energy drink brands, flavour innovation has emerged as a key differentiator for players in the premium segment. Companies are notably expanding their focus beyond conventional energy drinks.
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Understand the latest market trends and future growth opportunities for the Energy Drinks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Energy Drinks industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
See all of our definitionsThis report originates from Passport, our Energy Drinks research and analysis database.
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