Retail sales of soy milk in Thailand reached Bt11.8 billion at the end of 2013, with the category registering impressive current value growth of 12%. The health and wellness trend in Thailand is acting as a key driver of demand for soy milk, with the possible shift from cow’s milk to soy milk due to lactose intolerance. Innovation in soy milk, focused on added vitamins, calcium, gaba and collagen, also fostered a spike in demand among health-conscious consumers. Moreover, sales of packaged soy milk in Thailand usually peak during the vegetarian festival in the second half of the year thanks to the aggressive marketing campaigns of leading players. Volume sales in the consumer foodservice channel are being driven by the ongoing expansion of coffee shops nationwide.
Unpackaged cow’s milk and soy milk are widely available at drinks stalls throughout Thailand but these products cannot be stored overnight. Given their hectic lifestyles, Thai consumers in urban areas seem to be increasingly reliant on convenient standard packaged drinking milk rather than unpackaged products.