October 31, 2025 – There are many contributing elements in shaping food and beverages across every country, and for Thailand, this is no different. From innovation in flavor to more convenient and budget-friendly options, many areas align with global preferences. To better understand these trends in Thai food and beverages, Innova Market Insights takes an in-depth look at the category.
What Challenges Are Thai Consumers Facing?
Planetary health is a concern for consumers across the globe. As the changing climate is becoming more evident through proven consequences, the impacts on health, food security, and economics are becoming more evident. As the population grows, various issues such as obesity and mental health decline have become a concern for many also. Economic issues are a worry for the general public, as growth was forecasted to remain modest at 3.2% through the year. A challenging environment in which consumers’ personal concerns are the key focus means they seek security and transparency. As for the advancements in technology, while creating concerns around job security and privacy, they are also driving innovative solutions to pressing global issues.
Are There Important Drivers in Thailand?
For food and beverage in Thailand, taste and flavor are the most important factors. Although cost can still be decisive. Soft drinks, bread, cereals, and snacks are particularly affected by this. Reinforcing consumer trust encourages repeat purchases and this will stand out across the category. Energy drinks and sports nutrition are witnessing high demand for vitamin-boosting properties and caffeine-free claims. While plant-based and organic claims are increasingly preferred in the food industry in Thailand.
Do Thai Consumers Have Beverage Preferences?
Consumers are increasingly favoring non-alcoholic alternative beverages in Thailand. The country buys fewer alcoholic beverages compared to the global average. Thai consumers mainly prefer beer, spirits, and wine varieties. Shifting preferences and health concerns influence alcohol consumption trends in the country. Although consumption of beer and spirits has declined due to health concerns and growing self-awareness around alcohol moderation.
Are Soft Drink Preferences Shaped by Taste and Cost?
Food trends show that bottled water is thriving in Thailand, as the healthy image associated with it drives growth. The demand has seen a 73% increase, which is higher than the global average. Product safety and the absence of artificial flavors and colors are among the reasons why. Taste and flavor matter to many, with two in five consumers mentioning this as a key factor in their decision-making. Vitamins and functional ingredients feature across many soft drinks, and more so with energy drinks specifically.
Do Thai Consumers Associate Hot Drinks With Sugar Reduction?
Fans of hot drinks like coffee and tea in the country are health-conscious, so taste and freshness are important if they seek a hot drink that can boost their immune systems or make them feel well. Sugar reduction and real ingredients define hot drink choices, as two in five consumers find that these claims are beneficial to their health and safety. Around 75% of Thailand’s consumers show a preference for hot coffee for breakfast and 40% do so in the mid-afternoon, exceeding the global averages of 65% and 38%.
What About Everyday Staples in Thailand?
Thai consumers value health-driven claims in the food industry in Thailand. Especially those that mention functional ingredients in bread and breakfast cereals. Taste, flavor, freshness, and cost are key to penetrating the market effectively, many of which have led to the rise in consumption of bread products. Claims such as reduced sugar or fat, real ingredients, and plant-based influence the category. Thai consumers also show interest in claims such as plant-based, organic, and functional ingredients across everyday staples.
Are Dairy Product Purchases in Thailand Shaped by Ingredient Claims?
When it comes to dairy, the purchasing penetration rate for products is not as high. Standing at around 60%, this makes it lower than Thailand’s global counterparts, even if areas such as milk and flavored drinks are actually above the levels of other countries. With the exception of cheese, every subcategory of dairy and dairy products in Thailand is just marginally short of the global average. Health and taste are key influences for two out of five Thai consumers. While organic, traditionally made, and indulgence are key considerations in cheese.
What About Meat, Fish, and Poultry Influences in the Country?
Food trends in Thailand show that freshness is a huge factor in meat, fish, and poultry. While health benefits and taste are not far behind, With an over-indexing purchase rate for fish and seafood, the country is less fond of meat and poultry. Freshness, health benefits, cost, and taste/flavor are the leading attributes driving the increased consumption, each cited by over 40% of Thai consumers. They show a strong interest in claims related to product safety, protein, reduced fat, and more. Two out of five of those researched believe fish and seafood should have a high degree of omega-3 or 6 content.
What About Meal Preparation in Thailand?
Thai consumers place a strong emphasis on taste, clean labels, and real or natural ingredients when making meal preparation purchases. In comparison to global averages, the purchasing penetration of meal preparation products in Thailand tends to be lower, with the exception of table or cooking sauces, condiments, and ready meals. Shifts in taste preferences, along with an increase in variety, novelty, and evolving lifestyles, have contributed to a rise in the consumption of meal preparation products in Thailand. Taste or flavor is the top attribute influencing all meal preparation choices, each cited by over two in five Thai consumers. Cost, freshness, and convenience are also significant factors.
Do Thai Consumers Have Preferences in Snacks and Treats?
When it comes to snacks and treats, Thai consumers prioritize high protein and fiber along with real ingredient claims. The buying rates for most snacks and treats are lower in Thailand compared to the global average, except for salty snacks. Health benefits are important for cereal and energy bars. While 62% of consumers say health factors influence their buying choices, compared to 49% globally. Thai consumers also like plant-based options, functional ingredients, and organic products.
Are Plant-Based and Special Diets Popular?
In Thailand, plant-based foods and special diets are less popular than in other countries. For example, only 9% of people buy meat substitutes, while the global average is 19%. The main reasons for buying meat and dairy alternatives are taste and health benefits, according to one in three Thai consumers.
What’s Next for Category Growth in Thailand?
The next set of drivers for Thailand will see affordable options aligning with taste preferences. These remain the most decisive factors across the board, and improving the product ranges in line with them is key. Nutrient-rich food will become more sought after, as the average consumer is now increasingly health-conscious. Brands can innovate with juices, protein-rich dairy, or plant-based ready meals to really penetrate the market perception of these products. With demand for variety, plus a balance between health and enjoyment, brands can introduce seasonal or limited-edition products blending indulgence with functional benefits.
This article is based on Innova’s Category Growth Drivers in Thailand report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.