COMPETITIVE LANDSCAPE
Mama leads brands with continuous innovation
Mama, Thailand’s leading instant noodle brand, has long maintained its competitive edge through a combination of strong brand equity, continuous innovation, and adaptability to evolving consumer trends. The brand has successfully elevated its image and positioning beyond being a basic staple, appealing to both mainstream and premium segments.
Mama engages brand ambassadors to connect with younger consumers
In 2025, Mama continued to elevate its brand presence through a bold rebranding initiative, Mama Crew, which introduced six brand ambassadors aimed at deepening engagement with Gen Z consumers and strengthening its foothold in the premium instant noodle segment. This campaign reflects Mama’s ambition to transform its image, create added value and resonate with younger generations through fresh flavours, modern packaging and a vibrant new look.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles 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 a comprehensive range of core packaged food categories.
If you're in the Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles in Thailand?
- Which are the leading brands in Rice, Pasta and Noodles in Thailand?
- How are products distributed in Rice, Pasta and Noodles in Thailand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Rice, Pasta and Noodles?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Thailand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Rice, Pasta and Noodles in Thailand - Category analysis
KEY DATA FINDINGS
Home cooking supports staples demand amid cost pressures
Category products benefit from affordability and staple status
Pasta rises fastest, while rice remains key carb for Thais
Rice will continue to benefit from every-day consumptions, with pasta attracting rising interest
Players promote through health-related events
Rice to gain more premium positioning through focus on diverse flavours
Mama leads brands with continuous innovation
Mama engages brand ambassadors to connect with younger consumers
Hypermarkets players boost private label growth
Forecourt retailers leads expansion, while e-commerce benefits from players’ omnichannel approach
Staple Foods in Thailand - Industry Overview
Cost pressures reshape staple food spending
KEY DATA FINDINGS
Staple foods benefits from home-cooking trend
Health and wellness continues to have strong impact on development
Affordability as key growth driver
Health and wellness trends set to accelerate and expand
Premiumisation and innovative flavours will shape progress
Thai President Foods maintains overall leadership in 2025
Private label expands as living cost rise
Modern trade dominates distribution
Proximity and favourable prices support growth in convenience channel
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
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 Rice, Pasta and Noodles research and analysis database.
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