Reference
·Supporting source
Thai Functional Beverage Ecommerce GMV Growth (Lazada, Shopee, TikTok Shop)
~65-80% YoY growth through Q1 2026
The Cube Asia and NielsenIQ Thailand functional-beverage ecommerce GMV tracker places Lazada, Shopee Premium and TikTok Shop functional-beverage gross merchandise value growth at 65 to 80 percent year-on-year through Q1 2026. Sappe (Beauti Drink, Preserve, Mogu Mogu) leads category share at approximately 22 percent of tracked GMV; Mansome (CP Group) follows at roughly 14 percent; Lemonsoda Thailand captures 8 to 10 percent; the long-tail direct-to-consumer craft cohort (BUR Kombucha, KomBoocha, Vata, Yumm Hava, Mr Yum, Hwasa) fills the remainder. Premium average order value runs THB 480 to THB 720 per transaction. TikTok Shop is the fastest growing channel, at 110 to 130 percent year-on-year, on adaptogen and collagen SKUs.
Figure in context
The Cube Asia and NielsenIQ Thailand functional-beverage ecommerce GMV tracker places Lazada, Shopee Premium and TikTok Shop functional-beverage gross merchandise value growth at 65 to 80 percent year-on-year through Q1 2026. Sappe (Beauti Drink, Preserve, Mogu Mogu) leads category share at approximately 22 percent of tracked GMV; Mansome (CP Group) follows at roughly 14 percent; Lemonsoda Thailand captures 8 to 10 percent; the long-tail direct-to-consumer craft cohort (BUR Kombucha, KomBoocha, Vata, Yumm Hava, Mr Yum, Hwasa) fills the remainder. Premium average order value runs THB 480 to THB 720 per transaction. TikTok Shop is the fastest growing channel, at 110 to 130 percent year-on-year, on adaptogen and collagen SKUs.
The Cube Asia and NielsenIQ Thailand functional-beverage ecommerce GMV tracker places Lazada, Shopee Premium and TikTok Shop functional-beverage gross merchandise value growth at 65 to 80 percent year-on-year through Q1 2026. Sappe (Beauti Drink, Preserve, Mogu Mogu) leads category share at approximately 22 percent of tracked GMV; Mansome (CP Group) follows at roughly 14 percent; Lemonsoda Thailand captures 8 to 10 percent; the long-tail direct-to-consumer craft cohort (BUR Kombucha, KomBoocha, Vata, Yumm Hava, Mr Yum, Hwasa) fills the remainder. Premium average order value runs THB 480 to THB 720 per transaction. TikTok Shop is the fastest growing channel, at 110 to 130 percent year-on-year, on adaptogen and collagen SKUs.
Time scope
Q1 2026 YoY tracking
Source basis
Supporting source
Interpretation notes
What this tells you
The Cube Asia and NielsenIQ Thailand functional-beverage ecommerce GMV tracker places Lazada, Shopee Premium and TikTok Shop functional-beverage gross merchandise value growth at 65 to 80 percent year-on-year through Q1 2026. Sappe (Beauti Drink, Preserve, Mogu Mogu) leads category share at approximately 22 percent of tracked GMV; Mansome (CP Group) follows at roughly 14 percent; Lemonsoda Thailand captures 8 to 10 percent; the long-tail direct-to-consumer craft cohort (BUR Kombucha, KomBoocha, Vata, Yumm Hava, Mr Yum, Hwasa) fills the remainder. Premium average order value runs THB 480 to THB 720 per transaction. TikTok Shop is the fastest growing channel, at 110 to 130 percent year-on-year, on adaptogen and collagen SKUs.
What not to do with it
Use the linked report for interpretation and keep basis differences explicit.
Related figures
Adjacent numbers that add context without drowning the value.
Thailand Non-Alcoholic and Functional Beverage Market Size
Insight derivation from Euromonitor Thailand soft-drinks 2025, IWSR Thailand alcohol-free beer 2025, SET factsheets, ICHI, OISHI), Kasikorn Research Center 2025, Cube Asia ecommerce tracker 2026
Thai Gen Z 18-24 Alcohol Abstainer Rate
National Statistical Office Survey of Alcohol and Tobacco Smoking Behaviour 2024, Ministry of Public Health NCD Report 2024
Thailand Alcohol-Free Beer Shelf Share Target
IWSR Thailand alcohol-free beer outlook 2025, Boon Rawd Brewery Singha Zero launch March 2026, Thai Beverage PLC FY2024 annual report, Carlsberg Thailand 0.0 launch February 2026, Heineken Thailand on-trade distribution 2026
Thailand Functional Beverage Compound Annual Growth Rate
Euromonitor Thailand soft-drinks 2025, Kasikorn Research Center 2025, Cube Asia and NielsenIQ ecommerce tracker 2026, SET factsheets, ICHI, OISHI)
Thailand Sugar-Sweetened Beverage Tier 5 Excise (Effective April 2027)
Excise Department of Thailand sin-tax schedule adjustment notification December 2025, Ministry of Finance
Bangkok HoReCa Mocktail Revenue Share at Top-Tier Cocktail Bars
Asia 50 Best Bars Bangkok mocktail feature April 2026, Lyre's Thailand distribution March 2026, Seedlip Thailand on-trade rollout 2026, Heineken 0.0 Thailand on-trade 2026
Report context
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