Suntory PepsiCo Thailand unveils 2025 growth strategy with innovation, sustainability focus
The beverage giant plans to expand its product portfolio, enhance supply chain efficiency, and increase sustainability efforts in Thailand.
THAILAND – Suntory PepsiCo Beverage (Thailand) Co., Ltd., a leading manufacturer and distributor of beverages under the Suntory and PepsiCo brands, has announced its strategic roadmap for 2025.
The company’s “Must Win” strategy aims to strengthen its market presence, drive innovation, and enhance sustainability efforts in Thailand.
According to CEO Tanuj Chadha, Suntory PepsiCo Thailand has experienced consistent growth over the past seven years. Between 2018 and 2024, the company achieved a compound annual growth rate (CAGR) of 8.2 percent, double the Thai non-alcoholic beverage market’s growth.
The company has particularly expanded its market share in the carbonated soft drink segment, with significant gains in low and no-sugar products, reflecting a shift toward health-conscious consumer preferences.
A key element of its strategy includes strengthening its core carbonated beverage business through product innovation.
The company has seen a 16.1% average growth rate for Pepsi Zero Sugar and has introduced new flavors in its ready-to-drink TEA+ oolong tea, BOSS Coffee, and the energy drink Sting.
Additionally, the company is incorporating artificial intelligence to optimize operations, streamline workloads, and enhance supply chain capabilities.
Sustainability is also a major focus. With a production capacity of 1.3 billion liters per year, the company has committed to efficient water management, reducing water usage to under 1.40 liters per liter of beverage produced.
Further, it has expanded its Bottle-to-Bottle recycling initiative, integrating 100% recycled polyethylene terephthalate (rPET) into 18 products—more than any other beverage company in Thailand. From March 2018 to December 2024, this initiative reduced the use of virgin PET plastic by over 8,300 tonnes.
Looking ahead, Suntory PepsiCo Thailand aims to cut greenhouse gas emissions by 50% by 2030.
The company also plans to use 100% rPET for 50% of its total bottle production and further minimize water consumption, targeting less than 1.38 liters per liter of beverage.
To support its expansion goals, the company is increasing production capacity by adding two new production lines in Thailand. It will continue investing in technology-driven operations and launching new beverages to meet evolving consumer demands.
Chief Marketing Officer Anawat Sangkhasap emphasized that the company will strengthen its presence in the carbonated drinks, ready-to-drink tea and coffee, and energy drink segments. Targeting younger consumers, particularly Generation Z, through innovative marketing campaigns will be a key priority.
As part of its long-term vision, Suntory PepsiCo Thailand will integrate the corporate philosophy of its parent company, Suntory—“Yatte Minahare,” which encourages ambitious growth and positive contributions to society.
By aligning with this vision, the company aims to sustain its growth trajectory and reinforce its commitment to innovation, sustainability, and social responsibility.
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