Boston, MA -- (ReleaseWire) -- 07/10/2014 -- Retail volume and current value growth rates for coffee in 2013 were both down slightly on 2012, and also slower than the respective CAGRs for the entire review period. This was mainly due to increasing maturity. The slowdown was also attributable to ongoing political unrest in Thailand, which dented consumer confidence and led some coffee producers and distributors to postpone or scale back investment in new launches and marketing campaigns. Nonetheless, population growth, favourable macroeconomic conditions and improvements in distribution ensured that growth in retail volume and current value sales remained reasonably robust overall. The category's performance was also bolstered by rising urbanisation and the trend towards busier lifestyles, which strengthened consumer appreciation for the stimulant effect of coffee.
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Multinational giant Nestle remained the undisputed leader in coffee in 2013, claiming a retail value share of 61% and a volume share of 60%. This was due to its dominant position in instant coffee, where it benefits from an early mover advantage and very strong consumer loyalty towards its Nescafe brand range. This extensive range comprises several product types and flavour variants, including Nescafe Gold, Nescafe Protect Proslim (with white kidney bean extract), Nescafe 3-in-1 Rich Aroma, Nescafe 3-in-1 Espresso Roast, Nescafe 3-in-1 Creamy and Nescafe Red Cup. The range is regularly expanded - most recently via the addition of new 3-in-1 product Nescafe Karamelly - and Nescafe is one of the most heavily advertised hot drinks brands in Thailand. In particularly, both the Nescafe umbrella brand and individual Nescafe coffee products are advertised on TV all year round.
Growth in retail volume sales of coffee over the forecast period is expected to be slightly slower than that witnessed over 2008-2013, as is growth in retail value sales at constant 2013 prices. This will be mainly due to increasing maturity and more intense price competition, respectively. Nonetheless, population growth, economic development and the trend towards busier lifestyles in Thailand will ensure that the category continues to develop positively overall. New launches, improvements in distribution and marketing activities will also help to sustain robust growth in coffee consumption. Instant coffee will remain by far the most popular choice among Thais due to its convenience and relative affordability. However, fresh coffee products will continue to gain popularity in line with rising disposable incomes and increasing consumer sophistication, especially in urban areas.
Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Thailand with research from Euromonitor's team of in-country analysts.
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If you're in the Coffee industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.
The Coffee in Thailand market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Coffee in Thailand?
- What are the major brands in Thailand?
- How significant is vending in coffee distribution?
- How does the increasing number of speciality coffee shops impact retail sales of coffee?
- How are coffee pods performing in Thailand?
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Product coverage: Fresh Coffee, Instant Coffee.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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