Boston, MA -- (ReleaseWire) -- 07/03/2014 -- Asian speciality drinks in Thailand still mainly consists of Asian juice drinks and Asian RTD tea, while cereal/pulsed-based drinks and other Asian speciality drinks do not have very high share. One major trend affecting the category was the strong competition among several brands in Asian still RTD tea. The launching of Ishitan in 2011 influenced overall share. Ishitan by Mai Tan Co Ltd was founded by the former executive director of Oishi Group; therefore the product line as well as flavours of Ishitan green tea is very similar to Oishi green tea. Ishitan carried out a lot of marketing tactics to increase sales and within a short period of time stood out as one of the major brands. The high growth rate of Asian still RTD tea accordingly drove the growth of Asian specialty drinks.
Oishi Group led sales in 2012. Even though it dropped by four percentage points to 37% retail volume share in 2012, Oishi remained as leader. This is because its main product Oishi green tea is the pioneer of green tea product in Thailand. The long-term reputation has built brand loyalty among consumers. Although there are many other brands entering, Oishi is still the main brand that consumers trust in quality and taste. Combined with the trend of green tea that is highly adored in Thailand, Oishi green tea wins over other products.
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Asian specialty drinks is predicted to record a 13% total volume CAGR, which will be much slower than the review period CAGR of 23%. This will be due to the trend for drinking RTD tea maturing. However it will still be able to maintain a positive tendency.
Fountain sales of soft drinks continued to record positive moderate growth of 4% through convenience stores and 3% through on-trade in 2012. The key product of fountain sales in Thailand remained carbonates with some presence of fruit juices and RTD tea, although with much lower volume sales.
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The Asian Speciality Drinks in Thailand market research report includes:
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- Are there specific cultural reasons for consuming Asian Speciality drinks like green tea?
- What recent packaging innovation and market trends have appeared in the past year?
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