In light of the current trend towards health conscious lifestyles amongst local consumers, it is crucial to recognise that low sugar, no sugar and no added sugar content reformulations alone may not suffice to improve the image of soft drinks. To meet the changing needs and preferences of consumers, soft drinks players must focus on offering additional health benefits through functional ingredients and natural herb extracts.
This shift in consumer behaviour being driven by rising health awareness and the introduction of the third phase of the government’s sugar tax strategy could drive innovation in the soft drinks industry as companies strive to create healthier, tax-exempt products. In the RTD coffee space, for example, Nestle has recently introduced Nescafé Less Sugar Triple Black Ice Coffee, which offers a triple shot of espresso in a low sugar formula.
The rising concern about artificial additives presents particularly pressing issues for manufacturers looking to develop reduced sugar soft drinks, as consumers become increasingly wary of artificial sweeteners. Such concerns were reinforced in 2023 when the World Health Organization (WHO) advised against the use of non-sugar sweeteners in efforts to control weight gain or reduce the risk of noncommunicable diseases.
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Understand the latest market trends and future growth opportunities for the HW Soft Drinks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Soft Drinks research and analysis database.
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