BANGKOK — Thailand’s alternative milk business is expected to expand further, driven by a growing health trend among younger Thais. According to Kasikorn Research Center, the plant-based food market is expected to be 45 billion baht by 2024. This trend drives sales of alternative plant-based milks such as soy, almond, and oat milk.
The oat milk market in Thailand is becoming increasingly competitive, with local and international producers fighting for market share by supplying goods through modern trade and coffee shop partnerships. This increase shows customer desire for oat milk as a healthier option.
Oatbedient, a Singaporean oat milk brand with high growth potential, recently entered the Thai market. Despite its short presence, the brand has garnered significant interest.
Yilin Soh, Director of Be Oatbedient, highlighted the potential of Thailand’s oat milk market in an interview with Khaosod English. Oatbedient, owned by Listen Up Pte Ltd, a Singaporean food technology company, focuses on minimally processed, lactose-free, and good-carbohydrate products catering to health-conscious consumers, especially younger Thais embracing healthy trends.
“While Oatbedient is new to Thailand, our parent company has established itself in markets like Mongolia, China, and Singapore,” Soh explained. “The brand name may differ by location. Thailand is the first ASEAN country we have entered due to its strong interest in food trends. Thai people are known for being open-minded, creative, and having a sophisticated palate.”
The popularity of Thai coffee shops leads to the growth of alternative milk. According to Soh, coffee shops are more than just places to get a drink; they also represent a lifestyle. “We see significant potential in Thailand’s growing food trend,” she said “Compared to the smaller and less creative market in Singapore, Thailand boasts a vibrant coffee shop scene with unique and innovative drink menus.”
This insight has led Oatbedient to focus on two key segments: direct consumers and B2B partnerships with coffee shops. While the company sees similar growth potential for oat, pistachio, and soy milk, oat milk currently enjoys the highest growth trajectory. However, soy milk still holds the largest market share overall. Oatbedient’s B2B sales expectation to approximately 20 million baht in annual, with significant room for further expansion. However, the consumer market is still very modest when compared to established brands.
Sights Set on Top 3 Oat Milk Brands
When asked about the proportion of brands that dominate the Thai oat milk market size, Soh admits that it is difficult to assess because the market is still new and there are no clear sales figures. However, she notes that the major brands commonly found in this market are Oatside and Oatly.
For Oatbedient, she admits that it’s challenging, but she hopes and aims for Oatbedient to be one of the top three oat milks distributed in Thailand within 3 years.
We’re trying to grow in a sustainable way. While we can’t market it like competing brands do, we compete and grow in our own way. We aim to distribute in retail stores. Online channels and cafes through building a brand community, which we have already begun to do, such as fitness, Wellness, schools, which reflects the founder’s ideas. Because we want to communicate directly with customers that Why choose this brand? How does this brand stand out? be good by ourself, based on the our name ‘Oat + Obedient’, where we create products based on the voice of our customers.”
She said that Oatbedient stands out from other oat milk brands because it contains no sugar added (Barista). There is no-non dairy creamer added in. Not using palm oil and no gums & Thickeners as an ingredient. Oatbedient is simply delicious and does not contain harmful or unnecessary components
“Other oat milk brands may develop tastes or ingredients that are better suited to the coffee shop industry. But at Oatbedient, we produce products with flavors and ingredients that are more consumer-friendly.”
First Instant oat milk
In addition to the ingredients that emphasize minimal flavoring, the Director of Be Oatbedient also talks about the plan to enter the oat milk market in Thailand. “For Oatbedient, we are the first oat milk brand in Thailand to have instant oat milk powder. Currently, we have products available in the Thai market such as ready-to-drink oat milk, barista formula, in 1 liter and 250 ml sizes, Oatbedient Oat Milk Powder – 1 box (12 packets), Oatbedient Chocolate Oat Milk Powder, and Oatbedient Oat Milk with Oats & Chia Seeds Powder.”
“Instant oat milk for drinking is another strength of our brand. Of the three flavors, Chia Seeds is the best-selling. At the same time, our oat milk powder does not contain any other flour ingredients. Therefore, you can use Oatbedient Chocolate Oat Milk Powder as an ingredient in bakery, ice cream, or anything else you want.
Additionally, within this year, the company plans to launch new products in ready-to-drink boxes in two flavors: a zero sugar-free formula and a chocolate flavor. We’ll also introduce another powder in the Cafe Series, with 3 more flavors: mocha, latte, and matcha.”
Soh concluded by addressing some debates among netizens regarding the trend of drinking oat milk: “I don’t think it’s about whether this or that is better. For oat milk, oatmeal has been eaten in the past for breakfast. We’ve just changed the form to drinking. Everyone can make it fit and balanced. At Oatbedient, we only want to provide simple products to our customers. We never said this was better or that kind of milk is better.
It’s a choice for consumers to make for themselves. Sometimes you may choose to drink cow’s milk. Sometimes you may choose to drink alternative milk. Each type of milk provides different benefits. Oat milk may be higher in fiber, while cow’s milk may contain more calcium. Therefore, I would like to see this as a choice for consumers.”
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