Report: Thailand Alcoholic Beverage Market

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.