Bangkok Post SmartEdition

Coca-Cola unit bullish on sales outlook

PITSINEE JITPLEECHEEP

Thailand’s carbonated soft drinks industry is expected to grow by more than 7% this year to 59.9 billion baht, bolstered by consumers resuming spending activities and relatively hot weather, according to Coca-Cola Thailand.

Richa Singh, marketing director of Coca-Cola Thailand, Myanmar and Laos, said Thailand’s consumption of carbonated soft drinks has been recovering since the end of 2021, with the market growing 7% last year to 56 billion baht.

To capitalise on the market’s recovery, the company introduced 15 new products in 2022.

“Last year was an active year for Coca-Cola Thailand and we expect 2023 to be another active year for us because people have resumed spending and the hot weather also benefits our business. We are also optimistic that 2023 will be another good year for the carbonated soft drinks industry,” she said.

According to Mrs Singh, in line with consumer trends, the company last week launched OOHA, an innovative zero-sugar, zero-calorie fruit-infused flavoured soda beverage to the market, targeting members of Generation Z (Gen Z), which now represents 29% of the Thai population.

Based on consumer insights, 72% of Gen Z seek variety and new experiences in their daily lives, Mrs Singh said.

OOHA products target customers aged 16-25 who have an energetic lifestyle.

OOHA is the third product CocaCola Thailand has launched this year. OOHA falls within the zero-sugar and zero-calorie category. Overall demand for products in this category grew by 20% this year in line with consumer demand.

According to Nielsen, Coca-Cola’s sugar-free products account for 11% of the value of all Coca-Cola carbonated soft drinks sold in Thailand.

The launch of the OOHA product line in Thailand follows very successful results for OOHA products in China and Hong Kong.

“In a rapidly evolving beverage market, we strive to understand and cater to the diverse preferences of our customers, and in line with the growing demand for various options,” Mrs Singh said.

OOHA has also partnered with Chanon Santinatornkul, also known as “Nonkul”, who is a dynamic and energetic superstar well-known among members of Gen Z in Thailand in an effort to ensure OOHA gains traction with them.

Fruit-infused sodas are estimated to account for 4% of the country’s carbonated soft drink market.

BUSINESS | NATIONAL

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2023-06-02T07:00:00.0000000Z

2023-06-02T07:00:00.0000000Z

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