Page 51 - FoodFocusThailand No.185 August 2021

BEVTREND & TECH Edition

3. Focusing on the New Gen market,
like launching new flavors of energy drinks เอกสารอ้างอิง/References
and redesigning the packaging to freshen ศููนย์์วิิจััย์กสิิกรไทย์ มกราคม 2564
the brand image and attract the target
group. This includes sports drinks, of ข้้อมููลเพิ่ิ�มูเติิมู/Additional Information
which brand images are no longer limited เคร่�องดื่่�มไม่มีแอลกอฮอล์ นับรวิม 1.นำ�าดื่่�มบรรจัุขวิดื่ 2.นำ�าอัดื่ลม 3.โซดื่าและนำ�าอัดื่ก๊าซอ่�นๆ นอกจัากนำ�าอัดื่ลม
to athletes but have broadened their 4.เคร่�องดื่่�มเกล่อแร่ 5.เคร่�องดื่่�มชููกำาลัง 6.ชูาสิำาเร็จัรูปพร้อมดื่่�ม 7.กาแฟสิำาเร็จัรูปพร้อมดื่่�ม 8.นำ�าผัักและผัลไม้ และ
customer base to include every group that 9.เคร่�องดื่่�มอ่�นๆ เชู่น นำ�าผัสิมวิิตามิน บิวิตี�ดื่ริงก์ เคร่�องดื่่�มวิิตามิน
pursues an active lifestyle.
In addition to the increasingly
competitive market and fragile consumer
demand in 2021, there are other medium-
term issues that will affect business costs More Information Service Info C012
amid the changing consumer demand,
prompting operators to expedite their
adjustments in many aspects, namely:
1. The third phase of excise tax on
beverages may continue to affect the cost
of new product development and
marketing since tax collection is becoming
more stringent. Under the new tax regime,
a progressive tax rate has been levied on
sugar content per 100ml of beverage
volume since September 16, 2017, and
will be adjusted upward every 2 years until
it reaches the ceiling that will be in use
from October 1, 2023 onwards.
2. The growing trend for usage of eco-
friendly packaging has led many
manufacturers to change packaging types
to switch to environmentally friendly
packaging – which will in turn promote a
brand image consistent with New Gen
consumers’ environmental awareness.
This is particularly relevant to the issue of
post-consumer packaging waste including
plastic bottles, which account for the
biggest share of marine debris like
biodegradable plastic packaging, glass
beverage bottles, aluminum cans, paper
meal boxes – all of which will likely form
an ever-greater share of such litter as they
are being used with a wider range of
beverages. To this end, packaging waste
can be brought back for reuse through
systematic recycling or upcycling.
Furthermore, Thailand should develop a
packaging waste collection system as
widely adopted in Japan and many
countries in the European Union wherein
consumers are encouraged to submit their
packaging waste in return for cash or
discounts on services. Non-alcoholic
beverage manufacturers and suppliers
in Thailand should also adopt this
system.

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