New Market Study Published: RTD Coffee in Thailand
New Beverages market report from Euromonitor International: "RTD Coffee in Thailand"
[USPRwire, Mon Jun 30 2014] RTD coffee in Thailand remained unchanged. There were no big trends to drive sales and moreover, many other kinds of soft drinks also appealed to consumers. For example, functional instant coffee and slimming coffee, drew some groups of customers away from this category such as young women. Still, RTD coffee has loyal customers who are office workers and drivers that need to drink coffee every day.
Competitive Landscape
Birdy remained as the leading brand in RTD coffee in 2012 with 63% retail volume share. The company's important strategy is to use many brand ambassadors. The brand presents its image through the presenters, Thailand superstars such as Tik Jesadaporn Pholdee, Weir Sukollawat Kanaros and Aom Akkaphan Namart. All of them are famous male actors, aged between 20-30 years with an image of being smart, good-looking and amiable. The presenter is changed every year to suit the brand identity and to follow up with trends of each year. Apart from this, Birdy coffee also has many flavours to choose from and the price is affordable and cheaper that other brands. This is why it has managed to retain loyal customers for many years.
RTD coffee is projected to post a 4% off-trade volume CAGR over the forecast period. RTD coffee has to compete with hot drinks, which also share a major segment of coffee consumers. In addition, the trend for fresh coffee at coffee specialist shops is an important factor which may halt growth. More and more people, especially those who can afford more expensive coffee, prefer fresh coffee because of a better taste and it signifies an upgraded lifestyle.
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 RTD Coffee 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 RTD Coffee industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.
The RTD Coffee 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
* Five year forecasts of market trends and market growth
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