Understanding consumer behaviour is essential for FMCG brands in the current era. This is especially the case in Thailand’s alcoholic beverage market, where behaviour is changing rapidly and becoming increasingly complex. A clear picture of both household and out-of-home consumption behaviour in Thailand’s urban communities is crucial for responding to varying demands, and the different opportunities they present.
Alcohol brands will have already determined their target customer groups, but they need to know whether what is happening in the Thai market aligns with what they have planned.
For instance, lower income households used to drink more than other groups in the past, but this has changed. Teenagers might be expected to drink and party often, but currently it is older individuals who are buying more alcoholic beverages because they have both the financial means and time to consume them.
Based on Worldpanel's 26 years of experience in Thailand – and more than 66 years globally – we know that the most effective path to sustainable growth is expanding the consumer base. The more buyers a brand has compared to its competitors, the greater market share it will possess.
In this report, we offer a detailed view of how Thai consumers are purchasing and consuming alcoholic drinks. You’ll learn which categories, occasions and brands are successfully attracting new buyers – and we hope our insights help you to do the same.
