Standard drinking milk products continued to account for the strongest share of sales due to their competitive pricing and widespread distribution. The leading players in standard drinking milk products continued to heavily promote their brands via advertisements and below-the-line marketing activities, leveraged by the power of social media sites. Private label products in drinking milk were non-existent in Thailand as consumers lack confidence in the quality of such lines. Premium brands were found in organic cow’s milk and imported soy milk but their target audience remained a niche. Recently, brand manufacturers have tended to fill shelves with more premium products, both long-life/UHT and fresh/pasteurised formats.