Carbonated soft drinks is the leading food and beverage sub-category constituting the majority market share by the number of menu items offered in restaurants, followed by the meat mains – others and rice – side sub-categories, according to GlobalData’s menu intelligence database. In its menu analysis of the carbonated soft drinks sub-category in Thailand report, GlobalData analyses 32,396 menu items from different foodservice outlets and provides an overview of the food categories available across the foodservice channel in Thailand. According to the report, the carbonated soft drinks sub-category constituted a 37% share among all restaurant types in Thailand. Buy the report here.
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Fruit was found to be the most-used ingredient in the carbonated soft drinks sub-category featuring in 41% of menu items, followed by syrup and honey. Sugar and hot drinks were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the carbonated soft drinks sub-category have risen by 0.24%. As on-premises dining gains momentum following the COVID-19 pandemic, the carbonated soft drinks sub-category in Thailand is expected to experience overall growth.
Different sub-categories exhibited mixed price movements within Thailand foodservice market between 2023 and H1 2024. Food sub-categories in Thailand witnessed price increase in their food offerings in the mentioned timeline. Out of these, rice - main sub-category saw highest price increase.
An in-depth analysis of carbonated soft drinks sub-category price trend by location reveals consumption trends of each region. The graph below represents the change in carbonated soft drinks sub-category menu prices during 2022-2024 across the top five locations. As seen below, carbonated soft drinks sub-category menu items in Chiang Mai became more affordable as compared to Pattaya and Bangkok.
While consumers become more price conscious, operators too, look for ways to optimize their costs to retain margin and market share. In Thailand market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Thailand sub-category menu, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s Online Menu Intelligence is a database of cost and profit foodservice operators on menus within Foodservice Intelligence Center. The tool’s several search options, such as cuisine, category, menu item, ingredient, and restaurant, help users to conduct focused searches in terms of price analysis (average price and change in prices), menu item claims, popular categories, cuisine/ingredient penetration levels, etc.
