アルコール飲料のタイ市場

2024年、タイにおけるアルコール飲料の総売上数量は、前年よりペースは落ちたとはいえ増加し、現在の金額ベースではより顕著に増加しました。成長には観光客の急増が大きく影響しました。タイは人気の観光地であり、観光客の増加は、特にバンコク、プーケット、パタヤといった観光客の多い地域でのアルコール飲料の売上に大きな影響を与えました。ワインも減税の恩恵を受けました。

当レポートでは、タイのアルコール飲料市場について調査し、2020年～2024年の最新の小売売上のデータや、成長を促進する部門、主要企業、主要ブランド、市場に影響を与える要因などの情報を提供しています。

目次

目次と表のリスト

エグゼクティブサマリー

• アルコール飲料：全体像（2024年）
• 主要動向（2024年）
• 競合情勢
• 小売の発展
• オントレードとオフトレードの対立
• アルコール飲料の向かう先

市場の背景

• 立法
• 法定購入年齢と法定飲酒年齢
• 飲酒運転
• 広告
• 喫煙禁止
• 営業時間
• オントレード施設

税金と関税

経営環境

• 密輸/並行輸入
• 免税
• 越境輸入/個人輸入

主な新製品の発売

• 見通し

市場の指標

市場データ

免責事項

出典

タイのビール

主な調査結果データ

2024年の発展

• 国内の低価格ラガーは、価格が安く入手しやすいため、もっとも売れている
• Boon Rawd Breweryはビール産業でトップの座を維持し、Thai Beverageは活況を呈している
• ハイパーマーケットが幅広い品揃えにより2024年のオフトレードのビール流通を主導し、観光客の増加と幅広い入手性によりオントレードの売上が増加する

見通しと機会

• プレミアム化の動向はビールの成長を後押しし、プレミアムな認識からスタウトがもっとも活況を呈すると予測される
• アルコール飲料の広告に対する規制が緩和されれば、小規模クラフトビール業者が恩恵を受ける可能性がある
• 新しい醸造所が登場し消費者が多様なフレーバーを求める中、新しい法改正によりクラフトビールの成長が促進されると予測される

カテゴリの背景

• ラガーの価格帯調査手法

カテゴリデータ

タイのワイン

主な調査結果データ

2024年の発展

• タイのアルコールとナイトライフに対する物品税の引き下げは、輸入ワインに恩恵をもたらし、店頭売り上げを押し上げる
• Siam Wineryは、多様で入手しやすく手頃な価格のワインを提供することで、2024年もタイのワイン産業のリーダーであり続ける
• スーパーマーケットは、幅広い商品ラインナップと高所得者層をターゲットにした都市部の立地により、ワインの最大の流通チャネルであり続ける

見通しと機会

• 所得の増加とワインへの関心の高まりにより、特に都市部で需要が増加
• 適度なワイン摂取による潜在的な健康効果は、その他のアルコール飲料よりも成長機会をもたらす可能性がある
• オーガニックワインや持続可能な方法で包装されたワインは、低いベースから需要が高まる可能性が高い

カテゴリデータ

タイのスピリッツ

主な調査結果データ

2024年の発展

• テキーラは高い増加が見られる一方、景気低迷と健康志向により成長は限定的
• タイの飲料は優位性を維持しているが、輸入酒類にわずかにシェアを奪われている
• 製品構成の拡大により、スーパーマーケットのシェアが拡大

見通しと機会

• 焼酎は堅調な成長が見込まれ、タイ製品は価格が安いことから人気が出る見込み
• クラフトスピリッツの成長は新たな法律によって促進される可能性が高い
• 近年の発売により、酒類のプレミアム化が進む見込み

カテゴリの背景

• ウォッカ、ジン、その他のブレンドスコッチウイスキー、ダークラム、ホワイトラムの価格帯調査手法

カテゴリデータ

タイのサイダー/ペリー

主な調査結果データ

2024年の発展

• 競合、高い価格、ブランド撤退により、サイダー/ペリーの数量は減少
• Siam Wineryが首位を維持したが、Brewberryがもっとも好調な成長
• Mooseがコンビニエンスストアへの流通を拡大し、同チャネルの売上シェアを拡大

見通しと機会

• 認知度向上とより広い流通による成長機会
• ヘルス・ウェルネス、そしてクラフトの動向が消費者をサイダー/ペリーに惹きつける可能性が高い
• その他のアルコール飲料カテゴリと競合するには、製品イノベーションが重要になる

カテゴリデータ

タイのRTD

主な調査結果データ

2024年の発展

• 飲みやすさ、利便性、新製品開発が成長を促進
• 地元企業のSiam Wineryは新製品開発で優位性を維持している
• ハイパーマーケットが引き続きリードしているが、近隣チャネルにシェアを奪われている

見通しと機会

• 利便性と製品発売による継続的な成長
• より健康的な製品への需要がRTDの開発に影響を与える
• 革新的なフレーバーによる新製品の開発

カテゴリデータ

In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes...

Euromonitor International's Alcoholic Drinks in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Alcoholic drinks in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• On-trade vs off-trade split
• What next for alcoholic drinks?

MARKET BACKGROUND

• Legislation
• Legal purchasing age and legal drinking age
• Drink driving
• Advertising
• Smoking ban
• Opening hours
• On-trade establishments

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

• Contraband/parallel trade
• Duty free
• Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

• Outlook

MARKET INDICATORS

• Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024

MARKET DATA

• Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
• Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
• Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
• Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
• Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
• Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
• Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
• Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
• Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
• Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
• Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
• Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
• Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
• Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

BEER IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Domestic economy lager accounts for the highest sales due to its low price and wide availability
• Boon Rawd Brewery remains the top company in beer, while Thai Beverage sees dynamism
• Hypermarkets leads off-trade beer distribution in 2024 due to a wide selection, while on-trade sales increase due to rising tourism and broad availability

PROSPECTS AND OPPORTUNITIES

• The premiumisation trend will fuel growth in beer, with stout projected to see the most dynamism due to its premium perception
• Fewer restrictions on advertising alcoholic drinks could potentially benefit small craft beer businesses
• New law amendment expected to drive growth for craft beer as new breweries emerge and consumers seek diverse flavour profiles

CATEGORY BACKGROUND

• Lager price band methodology
• Summary 2 Lager by Price Band 2024

CATEGORY DATA

• Table 16 Sales of Beer by Category: Total Volume 2019-2024
• Table 17 Sales of Beer by Category: Total Value 2019-2024
• Table 18 Sales of Beer by Category: % Total Volume Growth 2019-2024
• Table 19 Sales of Beer by Category: % Total Value Growth 2019-2024
• Table 20 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
• Table 21 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
• Table 22 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 23 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 24 Sales of Beer by Craft vs Standard 2019-2024
• Table 25 GBO Company Shares of Beer: % Total Volume 2020-2024
• Table 26 NBO Company Shares of Beer: % Total Volume 2020-2024
• Table 27 LBN Brand Shares of Beer: % Total Volume 2021-2024
• Table 28 Forecast Sales of Beer by Category: Total Volume 2024-2029
• Table 29 Forecast Sales of Beer by Category: Total Value 2024-2029
• Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
• Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029

WINE IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lower excise taxes on alcohol and nightlife in Thailand benefit imported wines and boost on-trade sales
• Siam Winery maintains its lead in wine in Thailand in 2024 with diverse, accessible, and affordable offerings
• Supermarkets remains the top distribution channel for wine due to a wide product range and urban locations targeting high-income consumers

PROSPECTS AND OPPORTUNITIES

• Higher demand as incomes rise and interest in wine increases, especially in urban areas
• Potential health benefits of moderate wine consumption may provide opportunities for growth over other alcoholic drinks
• Organic and sustainably packaged wines likely to see higher demand from a low base

CATEGORY DATA

• Table 32 Sales of Wine by Category: Total Volume 2019-2024
• Table 33 Sales of Wine by Category: Total Value 2019-2024
• Table 34 Sales of Wine by Category: % Total Volume Growth 2019-2024
• Table 35 Sales of Wine by Category: % Total Value Growth 2019-2024
• Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
• Table 37 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
• Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
• Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
• Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
• Table 47 GBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 48 NBO Company Shares of Champagne: % Total Volume 2020-2024
• Table 49 LBN Brand Shares of Champagne: % Total Volume 2021-2024
• Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
• Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
• Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
• Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
• Table 56 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 57 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
• Table 58 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
• Table 59 Forecast Sales of Wine by Category: Total Volume 2024-2029
• Table 60 Forecast Sales of Wine by Category: Total Value 2024-2029
• Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
• Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029

SPIRITS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Limited growth due to economic downturn and health trend, although tequila sees a high increase
• Thai Beverage maintains its dominance, but loses slight share to imported spirits
• With expansion of the product range, supermarkets sees share growth

PROSPECTS AND OPPORTUNITIES

• Shochu/soju set to see strong growth, with Thai products likely to be popular due to their lower price
• Growth of craft spirits likely to be driven by new legislation
• Recent launches set to drive increasing premiumisation in spirits

CATEGORY BACKGROUND

• Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
• Summary 3 Benchmark Brands 2024

CATEGORY DATA

• Table 63 Sales of Spirits by Category: Total Volume 2019-2024
• Table 64 Sales of Spirits by Category: Total Value 2019-2024
• Table 65 Sales of Spirits by Category: % Total Volume Growth 2019-2024
• Table 66 Sales of Spirits by Category: % Total Value Growth 2019-2024
• Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
• Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
• Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
• Table 72 Sales of White Rum by Price Platform: % Total Volume 2019-2024
• Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
• Table 74 Sales of English Gin by Price Platform: % Total Volume 2019-2024
• Table 75 Sales of Vodka by Price Platform: % Total Volume 2019-2024
• Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
• Table 77 GBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 78 NBO Company Shares of Spirits: % Total Volume 2020-2024
• Table 79 LBN Brand Shares of Spirits: % Total Volume 2021-2024
• Table 80 Forecast Sales of Spirits by Category: Total Volume 2024-2029
• Table 81 Forecast Sales of Spirits by Category: Total Value 2024-2029
• Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
• Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029

CIDER/PERRY IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Competition, high prices, and brand withdrawal drive volume decline for cider/perry
• Siam Winery maintains its lead, but Brewberry sees the strongest growth
• Growing share of sales for convenience stores as Moose expands distribution to this channel

PROSPECTS AND OPPORTUNITIES

• Growth opportunities through awareness-raising and wider distribution
• Health and wellness and craft trends likely to attract consumers to cider/perry
• Product innovation will be important to compete with other alcoholic drinks categories

CATEGORY DATA

• Table 84 Sales of Cider/Perry: Total Volume 2019-2024
• Table 85 Sales of Cider/Perry: Total Value 2019-2024
• Table 86 Sales of Cider/Perry: % Total Volume Growth 2019-2024
• Table 87 Sales of Cider/Perry: % Total Value Growth 2019-2024
• Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
• Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
• Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
• Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
• Table 95 Forecast Sales of Cider/Perry: Total Volume 2024-2029
• Table 96 Forecast Sales of Cider/Perry: Total Value 2024-2029
• Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
• Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029

RTDS IN THAILAND

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Easy drinking, convenience, and new product development drive growth
• Local company Siam Winery maintains its dominance with new product development
• Hypermarkets continues to lead, but loses share to proximity channels

PROSPECTS AND OPPORTUNITIES

• Continued growth due to convenience and product launches
• Demand for healthier products set to influence the development of RTDs
• New product development through innovative flavours

CATEGORY DATA

• Table 99 Sales of RTDs by Category: Total Volume 2019-2024
• Table 100 Sales of RTDs by Category: Total Value 2019-2024
• Table 101 Sales of RTDs by Category: % Total Volume Growth 2019-2024
• Table 102 Sales of RTDs by Category: % Total Value Growth 2019-2024
• Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
• Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
• Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
• Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
• Table 107 GBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 108 NBO Company Shares of RTDs: % Total Volume 2020-2024
• Table 109 LBN Brand Shares of RTDs: % Total Volume 2021-2024
• Table 110 Forecast Sales of RTDs by Category: Total Volume 2024-2029
• Table 111 Forecast Sales of RTDs by Category: Total Value 2024-2029
• Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
• Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029