Drink in Trend: Thailand

Drink in Trend
Marketeer Magazine (Sep 2008)

Thailand Non Carbonated Drink Market 2008 Market Value (million baht) Growth Rate
Carbonated soft drink 40,000 -4%
Energy drink 30,000 -1%
Bottled water 15,000 12%
Milk 13,700 7.7%
Ready to drink coffee 9,500 8%
Soy milk 8,500 10.7%
Yogurt drink 8,419 5.4%
Fruit juice 7,500 5%
Ready to drink tea 4,000 16%
Malt beverage 3,091 12%
Sparkling drink 3,000 1%
Functional drink 3,000 100%
Source: NC Nelson and beverage companies

Ready to drink tea
 In the past 1 to 2 years, ready to drink tea market seem declining. But in the first half of 2008, ready to drink tea market grew 16% in market value and 13% in quantity while the entire beverage market grew 5% only. This is the result of intensive marketing activities in the market.
 Consumers perceive that green tea is for health and wellness whereas black tea is for refreshment

Source: Pepsi Co Trading Co., Ltd

Source: Oishi Source: T.C. Pharmaceutical. Total market value: Bt. 3,600 million
Lipton
 Lipton is the market leader of black tea segment (with 80% market share0
 In the first half of 2008, Lipton ready to drink tea grew 30%.
 Lipton launched Lipton 9 to create an image of Lipton as the expert in tea products. 3-4 years ago, Lipton Wave green tea was not succeed and withdrew from the market.
 The selling point of Lipton 9 is new green tea product with 9 kinds of herbs. Asian believe these herbs are good for health.
 Thailand is the first market that for Lipton 9
 Target group: female aged 20-39 years / with health and beauty conscious.
 A Bt20 million marketing budget has injected to build awareness of the new product with product trial road shows for 900,000 consumers, advertising through major media channels and photo contests on www.lipton9.com.
 Sermsuk expects Lipton 9 to carve out 4-5% of the green tea market this year
 Product price of Lipton 9: can Bt. 14 and PET bottle Bt. 18