Just Published: "Tea in Thailand"

Many categories containing healthy beverages benefited from the health and wellness trend in 2014, including tea. Unlike coffee, the performance of tea was much less dynamic in terms of product innovations, marketing activities and promotional campaigns. Nonetheless, the consumer base for tea was becoming more solid. Tea has been traditionally consumed by elderly people, but the target consumer base was becoming younger and covering adults of a working age. This younger audience was not only interested in drinking tea in original flavours, but such consumers were also becoming more sophisticated, and were interested in trying out new types of tea. Demand was, therefore, extending beyond just the original flavours of tea, but also including fruit-flavoured tea and herbal tea.

Competitive Landscape

While the category of tea in Thailand remained rather fragmented with a number of local brands and imported products, New Concept Product Co managed to maintain its leading position in 2014 and recorded a value share of 22%. This was thanks to its competitive brand Fitné. Unilever Thai Holdings and AB Food & Beverages Thailand were ranked second and third with their respective brands of Lipton and Twinings. There was a wide gap between New Concept Product Co in first place on a 22% value share and the second and third placed players on just 7% each.

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Industry Prospects

Over the forecast period, off-trade sales of tea are expected to grow at a CAGR of 3% at constant 2014 prices, reaching Bt3.0 billion in 2019. This expected positive performance will be mainly supported by continuous efforts from players to stimulate demand. Leading players will be active in strengthening their brand recognition, increasing product accessibility and developing new product variants to serve sophisticated demand from consumers. Tea products will continue to appeal to consumers due to being perceived as healthy drinks. Tea is perceived to be rich in antioxidants, particular green tea.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Tea 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.

If you're in the Tea industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Thailand market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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