Amid the ongoing strong health trend, the alternative milk market in Thailand has become a lucrative battleground filled with new entrants. According to Kasikorn Research Center, the value of the alternative plant-based milk market will reach 4.2 billion baht by 2026, with an average annual growth of 5-10%.
This growth outpaces that of cow's milk, with almond milk holding the largest share at 50%, followed by oat milk, which is emerging as a rising star. Although the numbers are not as striking as in the immediate post-COVID period, the market structure shows very interesting changes.
Originally dominated by soy milk for a long time, consumers are now seeking new options with lower calories and more premium taste, making almond, oat, and pistachio milks the leading players rapidly capturing market share.
If you wonder why this market has become fiercely competitive, it is because plant-based milk is classified as a premium beverage. Consumers are willing to pay prices 1.5 to 2 times higher than regular cow's milk. Positioning products as lifestyle brands rather than mere commodities attracts investors who see better profit opportunities than in typical consumer goods.
At the same time, alternative milk is not only sold on supermarket shelves but has become a "standard ingredient" in cafes and coffee shops worldwide. As coffee culture grows, cafes seek alternative milk options to serve lactose-intolerant and vegan customers. Having alternative milk brands in their portfolio means expanding business into the booming coffee supply chain.
Currently, the market is entering a "Mass Adoption" phase, meaning alternative milk is no longer novel for urban consumers. Competition has shifted from "raising awareness" to "price and flavor wars," requiring prices to be competitive. Many brands are accelerating strategies to capture purchasing power and secure consumer loyalty in this era.
Similarly, pioneering brand 137 Degrees, led by Simple Foods Co., Ltd., is not resting on past successes. Recently, it disclosed a strategy to expand its customer base through the Wholly Nuts brand, emphasizing an accessible image with affordable prices around 20 baht to penetrate the mass market. The new marketing approach features Billkin Puttipong to attract young consumers nationwide and convert mass-market soy milk drinkers to almond milk.
Arisa Aramwattananon, Managing Director of Simple Foods Co., Ltd. revealed that although Wholly Nuts has been in the market only a few years, this year marks a full-scale market push as a sub-brand positioned distinctly from the premium 137 Degrees brand. It focuses on "daily use" with easy-to-drink, affordable products. Currently, the main products are almond and pistachio milk in 180 ml packs priced at 23 baht for portability, and 1-liter packs at 99 baht, which are very competitively priced in today's plant-based milk market.
Originally, the main customers were young workers (first jobbers) and working adults aged around 25 and above. After rebranding and proactive marketing, the customer base has significantly broadened to include children, parents, and the elderly. This led the company to see an opportunity to use this brand as a "first gateway" to educate consumers toward drinking more alternative milk.
"The alternative milk market trend in Thailand and globally continues to grow at double-digit rates, driven by consumers' increasing health consciousness, including sugar reduction, lactose avoidance, and growth of the flexitarian segment. This keeps the market in a growth phase with significant long-term potential,"
Arisa added. The company adopts a positive outlook to handle rising competition, viewing more players as a sign of market growth. However, it maintains a strategy of "not competing on price," focusing on creating differentiated value through product quality and tangible health benefits recognized by consumers. Their strength lies in pioneering the plant-based milk market with specialized expertise, a clear premium positioning based on whole nut ingredients and production standards, earning long-term brand trust.
Currently, the company offers five main product groups: almond, pistachio, macadamia, walnut, and high-protein milk. Almond milk remains the main revenue source, with revenue split evenly between domestic and international markets. The company exports to over 40 countries across five continents.
"Although affected by shipping delays from Middle East maritime issues, the company continues managing resources and strictly maintaining sustainability standards in partnership with suppliers,"
said Thanaphum Aramwattananon, Chief Operating Officer. He added that the company targets sustained growth this year by focusing on market expansion and production efficiency, confident in the alternative milk market's growth potential over the next 5-10 years. The company aims to maintain its number one leadership position while expanding abroad, developing products with clear health benefits, and continuously raising production standards.
A key upcoming highlight is a special collaboration project with Billkin Puttipong, launching a limited-edition packaging design. The packaging features trendy youth slang terms like "Jung" or "Don," allowing fans and consumers to arrange the boxes to create new meanings. This gamification and collectable approach aims to boost sales through retail channels like 7-Eleven, which reach all consumer segments.
The company’s 2025 revenue is about 800 million baht. A major challenge this year is sharply rising costs from fuel prices affecting transportation, raw materials, and packaging, all fluctuating daily due to global geopolitical and war situations. The company has prepared its supply chain and risk management 6-9 months in advance.
All this paints a clear picture: amid global economic volatility that causes consumers to tighten spending and carefully consider purchases, health products with clear value for money will remain resilient.
The conclusion of today’s alternative milk battleground is that competition is not just about price but involves brand building with appealing presenters, innovation creation, and securing leadership in B2B markets. These will be key factors enabling this Thai brand to grow sustainably in the global milk market.
Follow marketing news with Thairath Money at
Follow the Facebook page: Thairath Money at this linkhttps://www.facebook.com/ThairathMoney