COMPETITIVE LANDSCAPE
PTT PCL retains lead through Café Amazon brand
PTT PCL remained the leading company in café/bars in Thailand in 2025, supported by the continued strength of its Café Amazon chain. The brand’s key competitive advantage lies in its extensive outlet network, which positions it as a convenient, default option for both routine coffee purchases and impulse beverage consumption.
Chagee leads growth through premium tea offerings, while Boost Juice benefits from health-focused positioning
Chagee (Thailand) Co Ltd was the most dynamic performer in terms of foodservice value growth in café/bars in 2025, supported by the rapid expansion and strong commercial performance of the Chagee brand. Chagee has leveraged its positioning as a premium tea-focused brand offering a modern café experience, supported by new flagship store openings and continued investment in experiential retail formats.
Independent operators dominate competitive landscape
Independent operators led Thailand’s foodservice landscape across café/bars in value terms in 2025. Their dominance is largely supported by strong consumer demand for locally-inspired offerings, affordability and authenticity.
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Overview:
Understand the latest market trends and future growth opportunities for the Cafés/Bars industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cafés/Bars industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cafés/Bars in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cafés/Bars in Thailand?
- Which are the leading brands in Cafés/Bars in Thailand?
- How are multinational and local operators competing and expanding in Thailand?
- How are consumer lifestyle trends and eating habits shaping Cafés/Bars in Thailand?
- How is the Cafés/Bars industry adapting to a post-COVID-19 market environment? Where are the opportunities amidst the challenges?
- How significant are health considerations in shaping the future of Cafés/Bars in Thailand? Which of these trends hold the greatest potential demand?
- Where is future growth expected to be most dynamic?
Cafés/Bars in Thailand - Category analysis
KEY DATA FINDINGS
Premiumisation, health trends and delivery adoption drive growth in cafés/bars
Premium beverages drive growth as consumers seek affordable indulgences
Juice/smoothie bars benefit from ongoing health and wellness trend
Delivery gains traction as cost-efficient alternative
Premium beverages will support demand but value will remain key consideration
Takeaway will be key growth driver
Functional beverages and locally-inspired Thai flavours will drive momentum
PTT PCL retains lead through Café Amazon brand
Chagee leads growth through premium tea offerings, while Boost Juice benefits from health-focused positioning
Independent operators dominate competitive landscape
Consumer Foodservice in Thailand - Industry Overview
Consumers prioritise value, experience-led dining and delivery
KEY DATA FINDINGS
Value-for-money formats gain ground as Thai consumers navigate budget pressures
Eat-in remains dominant fulfilment mode while delivery gains popularity
Experiential dining becomes increasingly important
Polarisation will persist amid continued expenditure constraints
Localisation will emerge as key focus
Sustainability will remain a secondary consideration
CP All PCL leads through 7-Eleven network
Lawson 108 and Mixue record strong performance through affordable high-frequency consumption
Operators focus on format efficiency and engagement-led innovation to drive growth
Independent outlets maintain lead amid growing pressure from chains
Innovation remains key differentiator
DISCLAIMER
The following categories and subcategories are included:
Cafés/Bars
- Chained Cafés/Bars
- Independent Cafés/Bars
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- Chained Bars/Pubs
- Independent Bars/Pubs
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- Chained Cafés
- Independent Cafés
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- Chained Juice/Smoothie Bars
- Independent Juice/Smoothie Bars
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- Chained Specialist Coffee and Tea Shops
- Independent Specialist Coffee and Tea Shops
Cafés/Bars
This category encompasses all establishments where the focus is on drinking (either alcoholic or non-alcoholic beverages). While a wide variety of snacks and full meals are offered, it is not uncommon for consumers to only order a drink. As a general rule, establishments deriving 50% of their income or more from the sale of drinks are included here.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cafés/Bars research and analysis database.
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