Sales of hot drinks in Taiwan saw healthy growth in volume terms in 2023, continuing the trend of the previous year. On-trade sales fell in 2020 and 2021, as measures put in place to contain the COVID-19 virus deprived many Thai professionals of their morning coffee ritual.
The health and wellness trend continued to have a growing influence on sales of hot drinks in Thailand, with pandemic having served to highlight the health risks associated with obesity. The introduction of the third phase of the government’s sugar tax strategy in April 2023, combined with these growing health concerns, encouraged a growing number of consumers to switch from soft drinks that contain higher levels of sugar, such as RTD coffee, energy drinks and cola carbonates, to hot drinks such as fresh coffee and tea.
International player Nestlé (Thai) Ltd continued to dominate the competitive landscape for hot drinks in the Thailand in 2023, thanks largely to its unmatched efforts in terms of marketing and distribution. The company’s well-established Nescafé brand, which number one in instant coffee, benefits from widespread availability, as well as being affordable.
The distribution of hot drinks in Thailand was largely accounted for by convenience retail, hypermarkets and small local grocers in 2023. However, it is worth noting that e-commerce continued to grow in importance during the year, as major retailers established their own online shopping platforms in order to adapt to a growing consumer demand for convenience.
As previously mentioned, the revival of foodservice posed a challenge to retailers in 2023, as consumers purchased more hot drinks outside the home. This was attributable to the lifting of the country’s remaining COVID-19 restrictions and the recovery of inbound tourism.
Volume sales of hot drinks will continue to expand over the forecast period. Growth, particularly within foodservice, will be supported by improved economic conditions, which will have a positive impact on consumer spending.
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