ThaiNamthip Limited, a manufacturer and distributor of Coca-Cola beverages and other products from The Coca-Cola Company in Thailand is reaffirming strong growth and high market share despite the slowdown effects caused by the COVID-19 pandemic, according to its latest press release on 11 November 2020.
ThaiNamthip has strengthened its position as one of the leaders in the non-alcohol ready-to-drink (NARTD) beverage market in Thailand with its successful No Sugar lineup of products. The full range of products in the Coca-Cola portfolio in Thailand has contributed to ThaiNamthip’s robust performance in its territory, especially in the sparkling soft drink segment, with its 55.2% market share, up 0.6% from last year.
Specifically, for the cola market segment, ThaiNamthip’s market share has risen 0.6% to 48.2%. There has also been rapid growth in “Coke No Sugar”, with a growth rate of 15.8% making it the leader in No Sugar Cola segment with 58.5%, up 2.5% points from the same period last year.
ThaiNamthip strengthened its focus on large pack size products e.g. 1.5 Litre suitable for consuming at home as most consumers were in lockdown at home. To cope with this situation, ThaiNamthip had to complement not only its portfolio, but also its merchandising to drive ‘at home’ consumption in addition to boosting on premise consumption to compensate for the loss of tourist consumption.
In addition, ThaiNamthip has continued to build on the accomplishment of its No Sugar variant by introducing ‘Coke No Sugar Orange’, an innovation to create excitement in the Thai beverage market. The drink, launched in July, targets the growing health-conscious trend and has been well-received by Thai consumers.
After the lockdown measures eased in May, ThaiNamthip launched its ‘Kwam Sook’ Campaign, giving away free Namthip drinking water and Coke No Sugar. More than 7 million packages worth over 25 million Baht were handed for free to 190,000 food shops and restaurant customers to enable them to restore their business quickly so that those businesses would be able to revive immediately when the COVID-19 situation improved – even though the overall market was still sluggish.