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Soft drink market
studies in Thailand 2014
Date: 29th Dec 2014
A. Research background
2
Currently, soft drink market value in
Thailand totally is THB 46,000 Million.
The main segment is black drink with
(THB 35,000 Million) and color drink is
(THB 11,000 Million).
There are currently four leading brands
in Thailand which are Coca Cola, Pepsi,
est cola and Big cola.
Source : Post Today News
Colour Drink, 11,000
Black Drink, 35,000
Soft Drink Market Value
Coca Cola, 50%
Pepsi, 45%
est Cola
Big Cola
Black Drink
Fanta, 56%
Mirinda, 30%
est ColaBig Cola
Color Drink
Player Marketing Strategy
Coca Cola Music Marketing
Pepsi Sport Marketing
Est Cola Lifestyle Marketing
Big Cola Differentiated Marketing
Coke
Pepsi
B. Research design
3
Research Method Online research
Fieldwork Period 1st – 15th December 2014
Research Area Nationwide (Thailand)
Respondent Criteria Male & Female (50%:50%) , Aged（above 16 years old）
Sample Size 450 samples
Number of Questions 17 Main Questions
Criteria Consumed soft drink in the last 3 months
Research Objectives To understand about Thai consumers behavior on soft drinkTo evaluate brand awareness, Brand Favorability and Purchase Intention in the future
C. Respondent profile
4
■Gender
■Current living city
■Age
■Monthly household income
50%50%Male
Female
Unit : %
30%
53%
17%
16 - 24 yrs
25 - 34 yrs
35 - 44 yrs
Unit : %
14%
23%
11%14%
7%
2%
29%North
Central
South
Northeast
West
East
Greater Bangkok
29%
28%
43% A Class
B Class
C Class
Unit : %
D. Key findings : Consumer Behavior
5
1. Frequency of consuming soft drink
High percentage of heavy user which is 60.8% that consumed soft drink often; 18.0% of respondents consumed daily and 17.3% of respondents consumed 5-6 times a week; and 49.3% of age group 16 – 24 yrsconsumed more than 3 times a week . 41.9% of those aged 35 – 44 yrs consumed 2 times/ week or less.
25.6% respondents had consumed soft drink 3-4 times a week in the last 3 months.
2. Moment to consume soft drink
Another main reasons for target age of 16-24 yrs and age of 25 – 34 yrs for party reason with an average of 63.6%, While the main reason for target age of 35 – 44 yrs are to refresh with around 62.2%
Relaxation in leisure time is the main reason why 68.7% of the respondent consume soft drink.
3. Consideration factors when choose soft drink
4. Popular type of package
However, medium-sized and big-sized plastic bottle is more popular for age group of 25 – 34 yrs and, age group of 35 – 44 yrs.
5. Source of soft drink advertisingAds on TV is the major source of soft drink advertising, 95.3% found the ads on TV
The availability and the price are also affecting the purchasing.
86.4% of respondents claimed that flavor is the key consideration factor when buying soft drink
84.4% preferred medium – sized package and 82.7% prefer small – sized plastic bottle
Those respondents flavored Big cola found the ads on the internet, the theater, the bus and radio
D. Key findings : Brand Evaluation
6
6. TOM vs. Spontaneous vs. Total awareness of soft drink brands
The top three soft drink brands that aware by respondents are Coca Cola (96.0%), Pepsi (95.8%) and Fanta (90.2%), But Pepsi has the highest gap score between TOM and spontaneous, which accounts for 35.5% and 84.4%.
Coca-Col is the brand leader for soft drink category.
7. Soft drink’s brands ever tried & last drink
Although Coca Cola is the top-aware brand, however, Pepsi is the top brand receiving highest ever tried score and last drink score
87.6% ever tried Pepsi, and 70% drink Pepsi in the last month.
8. Soft Drink Brand Favorability
Although Coca Cola is the top-aware brand, however, Pepsi is the leading brand that the respondent frequently drink. As age group of 16 – 24 yrs and 25 – 34 age target group Big cola gained more popularity for age group of 16 – 24 yrs and 25 – 34 yrs
70 % drink Pepsi in the last month and 52.4% claimed that Pepsi is the brand they frequently drink
9. Soft Drink Purchase Intention
Those brand with high percentage of brand favorability also shows high percentage of purchase intention.
92.4% claimed that they intend to buy Pepsi in the future
E. Detail findings
7
1. Consumer Behavior
2. Brand Awareness
1. Frequency of consuming soft drink
8
daily5-6 times /
week3-4 times /
week1-2 times /
week2-3 times /
month1 time /month
Total 18.0% 17.3% 25.6% 23.6% 12.9% 2.7%
16 - 24 yrs 16.2% 20.6% 28.7% 20.6% 11.0% 2.9%
25 - 34 yrs 18.8% 17.9% 23.8% 24.2% 13.3% 2.1%
35 - 44 yrs 18.9% 9.5% 25.7% 27.0% 14.9% 4.1%
20.6%
28.7%27.0%
14.9%
High percentage of heavy user which is 60.8% that consumed soft drink often; 18.0% of respondents consumed daily and 17.3% of respondents consumed 5-6 times a week; and 49.3% of age group 16 – 24 yrsconsumed more than 3 times a week . 41.9% of those aged 35 – 44 yrs consumed 2 times/ week or less.
25.6% respondents had consumed soft drink 3-4 times a week in the last 3 months.
Q2. Please specify how often do you consume soft drink by yourself? [SA] n = 450
Unit : %
9
2. Moment to consume soft drink
Another main reasons for target age of 16-24 yrs and age of 25 – 34 yrs for party reason with an average of 63.6%, While the main reason for target age of 35 – 44 yrs are to refresh with around 62.2%
Relaxation in leisure time is the main reason why 68.7% of the respondent consume soft drink.
Q3. In what moment do you consume soft drink? [MA] n = 450
Unit : %68.763.6 63.3
51.144.7
35.8 35.3 32.2 28.7 27.621.8
16.2
0.7
Age
Relaxati
on /
Leisure Party
To
refresh
When
hot air
When
traveling
/ picnic
To drink
it with
food,
fast
food.
On the
occasio
n of
drinking
water
needs
When
eating
out
To drink
with
food in
each
meal.
When
labor or
sweat a
lot.
To meet
relatives
/ friends.
Back to
Sport
Other
[specify]
16 - 24 69.9% 61.8% 57.4% 42.6% 44.1% 33.8% 27.2% 26.5% 30.1% 28.7% 22.1% 14.0% 0.7%
25 - 34 72.1% 66.7% 67.1% 58.8% 45.4% 37.1% 40.8% 33.3% 26.7% 27.9% 20.8% 17.9% 0.4%
35 - 44 55.4% 56.8% 62.2% 41.9% 43.2% 35.1% 32.4% 39.2% 32.4% 24.3% 24.3% 14.9% 1.4%
Table are percentage breakdown by age
10
3. Consideration factors when choose soft drink
The availability and the price are also affecting the purchasing.
86.4% of respondents claimed that flavor is the key consideration factor when buying soft drink
Q10. Please specify how much these factors affect soft drink brand choosing ? [MSA] n = 450
5.6
8.9
14.2
14.7
17.3
19.1
19.1
18.9
17.6
19.1
20.7
21.1
23.3
24.0
16.7
28.4
30.4
32.0
32.0
31.1
33.1
30.9
27.8
32.0
29.6
32.9
28.4
26.0
28.9
24.7
15.1
15.3
56.0
47.3
42.9
37.1
33.3
31.6
33.1
29.1
27.8
26.9
26.4
23.3
22.0
26.0
11.8
16.9
0.0 20.0 40.0 60.0 80.0 100.0
Flavor
Can be easily purchased
Price
A reliable brand
Various sizes
There are many promotions
Get a discount when buying more
Brand Reputation
It's a carbonated drink
Packaging Design / bottle handles.
Interesting links
Drink a lot of gas
Colorful appetizing
Many people drink
Others
As foreign brands
Not affect the choice at all. Not affect the choice of drink. unknown
Influence of drink Affect the choice of drink.
4.26
4.02
3.86
3.66
3.59
3.50
3.45
3.42
3.34
3.32
3.22
3.14
3.12
3.10
2.90
2.62
Unit : % Mean
11
4. Popular type of package
Currently, medium – sized glass bottle is gaining less popular
84.4% preferred medium – sized package and 82.7% prefer small – sized plastic bottle
Q4. Which type of packaging do you like to buy? [MSA] n = 450
3.8
3.1
4.0
7.6
7.3
9.3
12.2
12.4
19.6
21.1
2.4
2.0
1.3
.2
2.0
44.0
41.1
44.9
46.9
45.8
40.4
41.6
37.3
25.8
23.8
0.0 20.0 40.0 60.0 80.0 100.0
Medium - sized plastic bottle
Small - sized plastic bottle
Big sized plastic bottle
Can
Medium - sized glass bottle
Do not Buy it at all Do not Buy it unknown Buy it frequently purchased
4.08
4.06
3.99
3.64
3.58
Unit : %Mean
12
4. Popular type of package
However, medium-sized and big-sized plastic bottle is more popular for age group of 25 – 34 yrs and, age group of 35 – 44 yrs.
Small – sized plastic bottle is popular for age group of 16 – 24 yrs , 83.8% of them always buy it
Q4. Which type of packaging do you like to buy? [MSA] n = 450
Package Type Frequency 16 - 24 ys 25 - 34 yrs 35 - 44 yrs
Can
Buy it 49.3% 44.6% 50.0%
Frequently Buy 25.0% 27.5% 21.6%
Total 74.3% 72.1% 71.6%
Small - sized
plastic bottle
Buy it 42.6% 39.6% 43.2%
Frequently Buy 41.2% 43.3% 36.5%
Total 83.8% 82.9% 79.7%
Medium - sized
glass bottle
Buy it 48.5% 45.4% 41.9%
Frequently Buy 25.0% 22.9% 24.3%
Total 73.5% 68.3% 66.2%
Medium - sized
plastic bottle
Buy it 44.9% 44.2% 41.9%
Frequently Buy 39.0% 41.3% 40.5%
Total 83.8% 85.4% 82.4%
Big sized plastic
bottle
Buy it 43.4% 48.3% 36.5%
Frequently Buy 35.3% 35.8% 45.9%
Total 78.7% 84.2% 82.4%
*Remark: Highlighted is those age group with high percentage of consumption on key package type; yellow color shows high percentage of buy it or frequently buy it; while blue color shows high sum percentage of buy it plus frequently buy it
95.3
65.152.2
34.9 34.7 34.423.6 21.3 21.1
14.9 14.9 13.10.7
13
5. Source of soft drink advertising
65.1% of customer found ads in supermarket and 52.2% of customer found ads on internetAds on TV is the major source of soft drink advertising, 95.3% found the ads on TV
Q11. Please specify where you found these soft drink advertising ? [MA] n = 450
Unit : %
Brand
Favourability
Ads on
TV
Ads in
supermar
kets /
stores /
malls.
Ads on
the
Internet
Ads in
newspap
ers /
magazine
s
Activities
of the
discount
store
coupon /
sample.
Ads in
theaters
Banner
on the
road.
Ads on
Buses
Informati
on from
relatives /
friends
Program
sponsors
(culture /
music /
art).
Ads from
Radio
Advice
from
those
who have
used the
forum.
Other
[specify]
Coca Cola
[ n = 41.8% ]96.8% 70.2% 57.4% 41.0% 40.4% 37.2% 28.7% 25.0% 21.8% 18.1% 19.7% 16.5% 1.1%
Pepsi
[ n = 52.4 %]95.8% 70.8% 51.7% 36.9% 38.1% 37.3% 25.0% 22.0% 20.8% 14.4% 15.7% 10.6% 0.0%
Est
[ n = 17.8%]97.5% 65.0% 56.3% 37.5% 42.5% 41.3% 25.0% 27.5% 25.0% 21.3% 21.3% 17.5% 0.0%
Big Cola
[ n = 12.0%]92.6% 57.4% 59.3% 40.7% 42.6% 42.6% 20.4% 35.2% 27.8% 27.8% 24.1% 25.9% 1.9%
Those respondents flavored Big cola found the ads on the internet, the theater, the bus and radio
Table are percentage breakdown by the category of those whose leading brands are their favorite brand
E. Detail findings
14
1. Consumer Behavior
2. Brand Awareness
15
6. TOM vs. Spontaneous vs. Total awareness of soft drink brands
CocaCola
Pepsi Fanta estBig
ColaSprit
eMirin
da7 UP A&W
MountainDew
Schweppe
s
Others
Total Awareness 96.0 95.8 90.2 83.8 87.1 85.3 78.2 75.8 38.2 6.2 3.3 4.0
TOM 46.1 35.0 9.4 7.3 0.9 0.2 0.9 0.2 0.0 0.0 0.0 0.0
Spontaneous 90.6 84.4 58.4 54.1 21.8 23.2 30.1 8.9 2.7 6.2 3.3 4.0
96.0 95.890.2
83.8 87.1 85.378.2 75.8
38.2
6.2 3.3 4.0
0.0
20.0
40.0
60.0
80.0
100.0
Total Awareness TOM Spontaneous
The top three soft drink brands that aware by respondents are Coca Cola (96.0%), Pepsi (95.8%) and Fanta (90.2%), But Pepsi has the highest gap score between TOM and spontaneous, which accounts for 35.5% and 84.4%.
Coca-Col is the brand leader for soft drink category.
Q5. What are the soft drink’s brand do you know? [FA] n = 450Q6. Among the list brands of soft drink, which one do you aware (include those you mention before? [MA] n = 450
Unit : %
16
7. Soft drink’s brands ever tried & last drink
PepsiCocaCola
Fanta Sprite Big Cola est Mirinda 7 UP Others
Ever tried 87.6 83.1 78.0 73.1 66.4 64.7 56.7 51.8 22.0
Last Drink 70.0 57.8 38.9 34.2 26.2 33.8 14.0 10.4 5.6
87.683.1
78.073.1
66.4 64.756.7
51.8
22.0
70.0
57.8
38.934.2
26.233.8
14.010.4 5.6
0.0
20.0
40.0
60.0
80.0
100.0
Ever tried Last Drink
Although Coca Cola is the top-aware brand, however, Pepsi is the top brand receiving highest ever tried score and last drink score
87.6% ever tried Pepsi, and 70% drink Pepsi in the last month.
Q7. Among the list brands of soft drink, which one do you ever tried? [MA] n = 450Q8. Among the list brands of soft drink, which one did you last drink last month? [MA] n = 450
Unit : %
17
8. Soft Drink Brand Favorability
Although Coca Cola is the top-aware brand, however, Pepsi is the leading brand that the respondent frequently drink
70 % drink Pepsi in the last month and 52.4% claimed that Pepsi is the brand they frequently drink
Q9. Among the list brands of soft drink, which one do you frequently drink ? [MA] n = 450
Unit : %52.4
41.8
20.2 18.9 17.812
4 3.3 1.8
Pepsi Coca Cola Fanta Sprite est Big Cola Mirinda 7 UP Others
Pepsi
Coca
Cola Fanta Sprite est Big Cola Mirinda 7 UP Others
Male 45.8% 43.6% 20.9% 15.1% 19.1% 16.4% 3.6% 3.1% 1.3%
Female 59.1% 40.0% 19.6% 22.7% 16.4% 7.6% 4.4% 3.6% 2.2%
16 - 24 yrs 51.5% 33.8% 19.9% 20.6% 22.1% 14.7% 6.6% 3.7% 1.5%
25 - 34 yrs 54.2% 44.6% 19.6% 17.9% 17.1% 11.7% 3.3% 2.9% 1.3%
35 - 44 yrs 48.6% 47.3% 23.0% 18.9% 12.2% 8.1% 1.4% 4.1% 4.1%
Table are percentage breakdown by gender and age
18
Ever tried Drink the last month Most Favourite
Age 16 - 24 25 - 34 35 - 44 16 - 24 25 - 34 35 - 44 16 - 24 25 - 34 35 - 44
Pepsi 86.0% 86.7% 93.2% 65.4% 70.0% 78.4% 51.5% 54.2% 48.6%
Coca Cola 80.9% 83.8% 85.1% 51.5% 58.3% 67.6% 33.8% 44.6% 47.3%
Fanta 82.4% 77.1% 73.0% 37.5% 38.8% 41.9% 19.9% 19.6% 23.0%
Sprite 72.1% 74.2% 71.6% 34.6% 33.8% 35.1% 20.6% 17.9% 18.9%
est 66.2% 65.8% 58.1% 31.6% 35.8% 31.1% 22.1% 17.1% 12.2%
Big Cola 66.2% 67.1% 64.9% 26.5% 26.3% 25.7% 14.7% 11.7% 8.1%
Mirinda 61.8% 54.6% 54.1% 14.0% 14.2% 13.5% 6.6% 3.3% 1.4%
7 UP 50.7% 53.3% 48.6% 10.3% 12.1% 5.4% 3.7% 2.9% 4.1%
Others 22.8% 22.5% 18.9% 4.4% 5.8% 6.8% 1.5% 1.3% 4.1%
8. Soft Drink Brand Ever Tried to Brand Favorability
Pepsi and Coca Cola are popular for age group of 34 – 44 yrs oldAs age group of 16 – 24 yrs and 25 – 34 age target group Big cola gained more popularity for age group of 16 – 24 yrs and 25 – 34 yrs
*Remark: Highlighted is those group with highest percentage for each category, Only key brands are highlighted
19
9. Soft Drink Purchase Intention
92.4% claimed that they intend to buy Pepsi in the future
Q17. Please specify how you would like to drink the following brand in the future ? [MSA] n = 450
39.6%43.3%
42.5% 40.1%36.4%
36.5% 34.1% 37.8%32.3%
52.8% 47.1% 42.7% 42.9% 39.5%32.2% 33.4% 28.8% 26.3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Pepsi CocaCola
Fanta Sprite Est Mirinda Big Cola -Cola
7 UP Others
Will not buy in the future Probably will not buy in the future
Not sure Probably will buy in the future
Will buy in the future
4.41 4.31 4.21 4.19 3.98 3.85 3.79 3.75 3.64 Unit : %
Those brand with high percentage of brand favorability also shows high percentage of purchase intention.
Mean
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