As consumer preferences shift towards premium and innovative offerings, packaging has become a critical element in enhancing brand appeal in the Thai alcoholic drinks industry. Local brands such as SangSom rum and Hong Thong whisky are refreshing their packaging designs to cater to more discerning consumers, while artisanal brands like Chalong Bay Rum are also elevating their packaging to appeal to an increasingly sophisticated market.
In 2023, packaging trends in Thailand reflected evolving consumer preferences and industry strategies, with metal beverage cans and premium packaging formats gaining prominence. Metal beverage cans emerged as a favoured medium for brand communication, particularly among younger consumers drawn to their modern and dynamic design.
Flexible plastic remains the primary packaging material used for sugar confectionery in Thailand. Products like boiled sweets, lollipops and gummies are particularly sensitive to moisture and air, which can alter their texture and taste.
PET bottles remain the leading choice for soft drinks packaging in Thailand, valued for their cost-effectiveness, lightweight design, durability, recyclability and widespread availability. In 2023, as the soft drinks market rebounded from the COVID-19 downturn, PET bottles saw growth, alongside other pack types.
In 2023, beer maintained its position as the leading category in alcoholic drinks packaging in retail volume terms in Thailand, with glass bottles the leading pack type. The increased use of glass bottles for beer packaging was driven by their premium appeal, cultural significance and environmental benefits.
Hair care in Thailand recorded strong growth in its packaging unit volumes for the second consecutive year in 2023, with flexible plastic continuing to take share from leading pack type HDPE bottles. This trend is projected to continue, positioning flexible plastic as the leading packaging format in hair care by the end of the forecast period.
Plastic pouches continue to solidify their position as the leading packaging format in Thailand’s dishwashing category, continuing to outperform HDPE bottles, formerly the main pack type in this product area. The appeal of plastic pouches lies in a combination of cost-efficiency, environmental benefits and convenience.
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Understand the latest market trends and future growth opportunities for the Packaging 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of packaging types.
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Packaging
This report originates from Passport, our Packaging research and analysis database.
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