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Thai Tea Preferences: Who Rules the Market?

Thai tea has become a popular favorite, with a growing variety of brands and evolving flavor trends. To understand these consumption habits and brand preferences, Jakpat conducted a survey exploring how people enjoy Thai tea and which brands they choose most.

The report is based on 300 respondents who consumed freshly brewed Thai tea products in the past 3 months. As key decision-makers in their beverage choices, their insights offer a clear view of current market dynamics. The data were collected from July 14th to 21st, 2026.

Thai Tea: Not a Daily Drink

Over the past three months, all respondents reported consuming Thai tea prepared directly at outlets or booths in on-the-go cup packaging. Additionally, more than half of the respondents also enjoyed ready-to-drink (RTD) packaged versions, while the remaining 31% preferred preparing Thai tea independently using powder or sachet products.

In terms of frequency, the majority of respondents (48%) consume Thai tea 1–3 times per month. A total of 36% drink it 1–3 times per week, followed by 12% who consume it more frequently at 4–6 times per week. Meanwhile, loyal consumers who enjoy the drink daily account for 4%.

“Looking at the consumption patterns, Thai tea is consumed fairly regularly, but it hasn’t become a daily beverage yet. Consumers opt for Thai tea during specific moments, while on other occasions, they also have many alternative drink options,” said Farida Hasna, Lead Researcher at Jakpat.

The Thai Tea Brand Landscape in Indonesia

Based on Jakpat’s survey results regarding brand preferences, Chatime and Kopi Kenangan lead the market side by side as the most frequently consumed Thai tea brands today, each capturing 28%.

The dominance of these two major brands is followed by Dum Dum Thai Drinks, chosen by 13% of respondents, and Es Teh Indonesia at 11%. Meanwhile, haus! completes the top options with a 9% share.

In terms of taste perception, Dum Dum Thai Drinks leads as the Thai tea brand considered most authentic by 82% of respondents. This figure surpasses Chatime (71%) and Kopi Kenangan (63%). Meanwhile, haus! and Es Teh Indonesia were also rated as having an authentic flavor, at 57% and 52% respectively.

“In the Thai tea category, consumers may have different considerations when choosing a brand. One example is Dum Dum Thai Drinks, which stands out more for its perception of delicious and authentic taste, and this is also reflected in its consumer satisfaction levels. This means that beyond brand awareness and convenience, the product experience itself remains a vital factor in consumer choice,” Hasna added.