Soft drink market in Thailand soars to 16%

Photo: Bangkok Post

The Thai soft drink market has seen a significant upturn, with a growth rate of 16% between September last year and August this year. This surge is a stark contrast to the previous five years’ tepid single-digit growth. The resurgence of food service restaurant operations can be credited for this change.

Environmental conditions such as the El Niño phenomenon, which resulted in an extended hot weather period, have played a role in enticing new soft drink consumers and stimulating frequent consumption among existing ones. This was noted by Suporn Denpaisarn, the marketing director for the non-alcoholic beverage division at Thai Drinks Co, the distributor of est cola.

Cola producers have also resumed intensive promotional initiatives, aligning with an increasingly optimistic tourism outlook in Thailand. Concurrently, Thai citizens are…