Fresh food in 2024: The big picture
Fresh food in Thailand saw positive sales in 2024, in both value and volume terms, and with this positive performance seen in retail, foodservice, and institutional sales. However, fresh food still represents a complex landscape shaped by economic challenges and evolving consumer preferences.
2024 key trends
Key trends in 2024 included a shift towards more affordable protein sources and a growing interest in convenience foods. Consumers opted for cheaper meat cuts and explored processed alternatives to fresh produce.
Retailing developments
Retailing of fresh food in Thailand underwent significant shifts in 2024. Traditional wet markets remain popular in the country, but their influence is being increasingly challenged by the growing presence of modern retail channels.
What next for fresh food?
The future of fresh food in Thailand is poised for significant transformation. The forecast period will likely witness a heightened emphasis on sustainability, with a surge in demand for organic, locally sourced, and ethically produced products.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food 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 Fresh Food in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- 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 Fresh Food in Thailand?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in Thailand
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
Eggs in Thailand
KEY DATA FINDINGS
Egg prices fluctuate, while baseline demand remains supported
Tourist influx continues to drive egg consumption through foodservice channels
Increasing production costs weigh down on farmers
Health and wellness trends and sustainable production will have ongoing effects
Fish and Seafood in Thailand
KEY DATA FINDINGS
Fish and seafood remain popular in Thailand – despite some ongoing challenges due to a gloomy economy
Local shrimp sees international competition due to shrimp disease
Increase in tourist influx continue to drive demand for fish and seafood
Sustainability and traceability are key to support future domestic and export volume
Fruits in Thailand
KEY DATA FINDINGS
Fruits maintain baseline demand thanks to health trends
Tighter scrutiny for fruit industry after high amount of toxins on imported Shine Muscat grapes
Increased export volumes expected over the forecast period
Improved production volumes expected over the forecast period, with more favourable weather conditions
Meat in Thailand
KEY DATA FINDINGS
Inflationary pressures impact consumer spending on meat
Convenience may drive further shift towards processed meat
Beef continues to be popular within foodservice, as tourist numbers increase
Increased availability of fresh meat to cater to consumer demand
Nuts in Thailand
KEY DATA FINDINGS
Nuts records healthy volume growth, despite economic challenges
Coconuts maintain double-digit growth in foodservice
Fresh nuts as a snack continue to see competition from processed and flavoured nuts
Increasing domestic production of nuts to meet consumer demand
Pulses in Thailand
KEY DATA FINDINGS
Sales of pulses remain positive, although volume rates decline slightly
Increasing emphasis on healthy diets continues to drive demand for pulses
Chickpeas tipped to become increasingly popular
Wider channel distribution expected to increase sales of packaged pulses
Starchy Roots in Thailand
KEY DATA FINDINGS
Unit prices of starchy roots stabilise, supporting consumption
Starchy roots feature strongly in a wide range of both savoury and sweet foodservice dishes
Increased potato production expected, for both domestic consumption and export
Health and wellness trends continue to drive the demand for starchy roots
Sugar and Sweeteners in Thailand
KEY DATA FINDINGS
Sugar prices impacted due to inflationary pressures and challenging weather conditions
Persistent consumption habits sustain consistent growth
Growing health consciousness might dampen growth of sugar and sweeteners over the forecast period
Unfavourable climate change factors may hinder global production yields
Vegetables in Thailand
KEY DATA FINDINGS
Vegetable prices continue to increase amid unfavourable weather conditions
Health and wellness trends integral in the support of vegetables
Vegetables expected to see further growth over the forecast period
Improved production methods to increase yields in vegetable farming
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
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This report originates from Passport, our Fresh Food research and analysis database.
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