THAILAND Osotspa saw strong demand for its Vitamin C drink during COVID-19 November 2020
Thailand beverage segment is probably one of the most diversified in Southeast Asia beverage industry with constant new product innovations particularly in the area of sports and functional drinks.
The growth of this industry (latter) is further boosted during the pandemic, with soft drinks containing Vitamin C becoming hugely popular alongside health supplements and other health foods. Thai consumers become more conscious of their health to boost immunity during the challenging period.
One brand from Osotspa, C-Vitt has sold almost 100 million bottles in the 1st half of 2020, with most of the sales occuring in March to June when Thailand was placed under a state of emergency to fight the virus. The Thai government had also encouraged its people to consume more Vitamin C during this period which indirectly boost the sales of such products.
Osotspa claimed that its drinks with Vitamic C have seen sales jumped to unprecedented levels. Its C-Vitt drink saw sales grew by 37.1% during January to March, but it further skyrocketed by 250% during April to June to hit Bt 5 billion (US$165 million) in sales. C-Vitt also leads in the health drink category with a market share of 33.9% during the 2nd quarter.
Part of the reason for its popularity was its affordable price at only Bt 16 (US$0.53) for a 140ml bottle which comes in orange and lemon flavors. It also comes with a lesser-sweet version for the health-conscious.
Not only Osotspa but its competitor in the same category, Carabao Tawandang Co also saw higher sales for its vitamin C drink, Woody C Plus since its launch in March 2020.
Kasikorn Research Center has projected that beverages with Vitamin C will exceed Bt 5 billion (US$165 million) in sales in 2020 and contribute to 1.2% share of the overall beverage sector. It predicts this segment will grow by another 20-30% in 2021. More beverage manufacturers are exploring into vitamin drinks after the pandemic struck and this includes vitamin-infused water, juice and tea drinks, ‘adding-value’ to their standard products and appeal to the growing health conscious consumers.
Kasikon Research has identified ‘vitamin-infused’ water as the next big thing for the industry, and has the potential to replace soft drinks with Vitamin C as well as plain mineral water. It also has low or no sugar and has no added flavors or coloring.



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