Healthy lifestyle continues to be the main trend among consumers. Over the years, convenience store water dispensers have been stocked with vitamin-infused beverages. The Kasikorn Research Center estimates that the market value is at least 5,500 million baht.
Kantar (Kantar) World-class research, insight and market consultant. Open the beverage market in Thailand Find interesting information. Just December 2020, a month ago. 1 in 7 consumers buy a water plus or vitamin water drink It is considered to be 2.9 million consumers. (Survey of Thai consumers in urban areas 15 – 49 years old)
Water Plus Drink It entered the market in December 2018 with very little awareness and purchasing power of consumers. Yet the market for this beverage segment has grown as a phenomenon and shows that Thai consumers are open to innovative products. Behavior change also shows that consumers value a clear market position. In addition to meeting the basic needs of drinking water for hydration. But also add value on the “Immune Boosting”To strengthen the body’s immune system
Top Water Plus brands that consumers bought in 2020
Measure success by brand footprints or Brand Footprint From the CRPs or Consumer Reach Points gauge to indicate the number of transactions a consumer has made a purchase. And the number of times a brand reaches those consumers It reflects the image of market competition and the opportunity to meet consumer needs.
1st place Vitaday – 22.6 million consumer reach rates
2nd place Yanhee Vitamin Water – 22.3 million consumer traffic
3rd place B’lue – 8.4 million consumer traffic
4 place PH Plus – 5.5 million consumer penetration rates
No. 5 Goodmood – 1 million consumer access rates
Water Plus market leader like Vitaday Launched in May 2020 after 8 months, crowned # 1 with a high rate of 22.6 million hits Indicating the consumer demand in this beverage market And many brands have started to gradually launch accordingly in the past 3 – 6 months
PH Plus Launched in June 2020, reaching 5.5 million consumer traffic in 6 months, while Yanhee Vitamin Water and B’lue It can be considered as a pioneer in this market. Ranked No. 2 and No. 3, each brand had a 68% and 87% higher consumer penetration rate, respectively, from the previous year.
From the trend of health consciousness to the vitamin-infused beverage market that is both increasingly demanding of health-conscious consumers and many brands see opportunities at this point. Until the birth of new products to meet the needs of consumers But the next question is who are the main customers in this market? And will vitamin-infused drinks increase market share as high as green tea in the past?