According to Nielsen cited by Malee, Thailand’s domestic ready‑to‑drink (RTD) fruit and vegetable juice market reached a total value of THB 12,351.2 million between July 2025 and June 2026, representing 4.5% year‑on‑year growth. The expansion was fueled primarily by the premium segment, reflecting rising health consciousness among consumers.
Market segments (Nielsen)
- Premium Market: 38% share, +24% YoY
- Economy Market: 29% share, ‑5% YoY
- Medium Market: 15% share, ‑19% YoY
- Super Economy Market: 5% share, ‑4% YoY
- Concentrated: 2% share, ‑10% YoY
- Others: 11% share, +20% YoY
Premium segment leadership
Nielsen data shows that Malee maintained the No. 1 position in the premium juice segment, holding 21.9% market share within the premium category, which itself accounts for 38.2% of the total market. This underscores the company’s strength in aligning with consumer demand for healthier, higher‑quality beverages.
Shifting consumer preferences
The Nielsen findings highlight a clear shift:
- Growth is concentrated in premium and “other” segments, both posting double‑digit YoY increases.
- Traditional economy and medium segments are contracting, reflecting pressure from changing lifestyles and health‑driven choices.
- The concentrated juice segment continues to decline, suggesting consumers are moving away from older formats toward fresher, ready‑to‑drink options.
Outlook
Nielsen’s data suggests that the Thai RTD juice market is entering a new phase, where premium positioning and innovation are critical drivers of growth. Brands that can deliver healthier, differentiated offerings are best placed to capture the momentum.
