Decoding Shifts in Thai Alcohol Consumption
Consumer behaviour in Thailand’s alcoholic beverage market is changing rapidly and becoming increasingly complex. The sector has been growing strongly for more than a decade – but volume sales and penetration are starting to decline.
This report paints a clear picture of both in-home and out-of-home alcohol consumption – an understanding that is crucial if brands are to respond to drinkers’ demands, and the different opportunities they present.
We offer a detailed view of how Thai consumers are purchasing alcoholic drinks, and which categories, occasions and brands are successfully attracting new buyers.
For example:
- Beer is the most popular alcoholic drink, accounting for around 70% of total spend in the alcoholic beverage sector
- Thailand’s spirits drinkers are keen to explore new experiences, especially in brandy
- The whiskey category is facing long-term issues, with a continuous decline in the number of buyers
- Government support for small-scale alcohol producers has affected national brands’ penetration
- Non-alcoholic options – which are trending abroad – have not yet gained much traction in Thailand.
Alcohol brands must play close attention to consumer behaviour to be able to make the right decisions in response to emerging trends.
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