Recent Study: Sports and Energy Drinks in Thailand

In 2012, there was no outstanding trend affecting sport and energy drinks. Some players launched new products to open up new target segments such as Ready by Red Bull and M-150 Storm by Osotspa. The trend of health and wellness does not benefit sports drinks because more and more consumers are looking to alternative choices of drinks that can fulfil their needs to be healthy. Consequently, sports drinks can still make positive sales even though it did not launch any new innovations during the review period. The trend of health and wellness is quite popular among the middle class and upper middle classes, especially those who work in an office in the city. This resulted in the growth rate of sports drinks higher than energy drinks.

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Competitive Landscape

TC Pharmaceutical led with slightly more than 43%retail volume share in 2012. Sponsor by TC Pharmaceutical led brands overall and in sports drinks where it held 70% retail volume share. TC Pharmaceutical is a big company that covers many well-known brands. The company's major brands include Red Bull, Red Bull Extra and Loog Toong that share 14%, 5% and 4% in energy drinks respectively. Sponsor is the leader of sports drinks in Thailand. It is the first brand to enter so the name has become very familiar and well accepted among Thai consumers. Initially, Sponsor positioned itself as a sports drink for sportspeople, yet it now presents a new image as a drink for everybody who feels tired from hard work. Apart from this, Sponsor also uses various channels of advertising such as television and giving sponsorship for the Thai Premier League.

Industry Prospects

Sports and energy drinks in Thailand is fairly mature. However, it will still be in positive with a 3% total volume CAGR over the forecast period. The growth is rather gradual and the target group cannot expand more. Hence, it needs to look for a new target and female consumers satisfy these criteria. However, it is very important to change the perception of sports and energy drinks in order to draw in this group of consumers. Each player will need to try hard to create a brand image to attract women.

Fountain sales of soft drinks continued to record positive moderate growth of 4% through convenience stores and 3% through on-trade in 2012. The key product of fountain sales in Thailand remained carbonates with some presence of fruit juices and RTD tea, although with much lower volume sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sports and Energy Drinks industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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