Snacks in 2025: The big picture
Sales of snacks in Thailand have continued to grow in current value terms in 2025. The health and wellness trend and premiumisation have created opportunities for players to launch new products, which has helped to drive sales growth in snacks. However, the economy has stagnated in 2025, resulting in slower market growth in volume terms than in the previous year. Some consumers have reduced their spending on snacks which are considered as non-essential products. Moreover, the rising cost of the ingredients in many snacks has pushed manufacturers to adjust their strategies to maintain profits. Some manufacturers have employed shrinkflation tactics, reducing the volume size of their products while retaining the original price. This has helped to minimise the price impact on consumers. In contrast, other players have launched more cost-effective products that offer more volume at a lower unit price to attract the low-income consumers. Larger sized packs can offer consumers better value for money, albeit the upfront cost is higher.
Key trends in 2025
New product development plays an important role in driving the growth of the snacks market in Thailand. New product development comes in the form of new flavours, new packages, and new product categories. Players launch new products to reach new target customers as well as to retain the interest of existing ones. For example, in 2024, Useful Food launched a new puffed snacks product, Toki Toki, which is a line of crispy, baked corn snacks. This new line comes in BBQ and Latiao flavours. This product range is produced by baking instead of frying, resulting in a lower fat and calorie content. Toki Toki is targeted at health-conscious Gen Z customers who are looking for new experiences and convenience.
Competitive Landscape
Pepsi-Cola (Thai) remains the leading company within snacks overall in 2025. The company produces the Lay’s, Doritos, Cheetos, Sunbites, Tawan, and Twisties brands, all of which are present in the savoury snacks category.
Channel developments
Hypermarkets remains one of the primary distribution channels for snacks in Thailand with these stores offering a wide range of products, alongside regular promotions offering snacks at cheaper prices. This makes hypermarkets suitable for a diverse audience, including consumers who are looking for the best value for their money. Moreover, the number of hypermarkets in Thailand is increasing, making the channel more accessible to consumers.
What next for snacks?
Sales of snacks are projected to see steady growth in value and volume terms in Thailand over the forecast period, driven by factors such as new product innovations and premiumisation. Many brands are trying to diversify their product portfolios in order to reach more customers. Premium products present brands with the opportunity to reach high-income customers and to offset the impact of the rising cost of ingredients. Ice cream is the category that is benefiting the most from the premiumisation trend, with many players launching new premium products. For example, Unilever Thai has launched new flavours for its Magnum ice cream brand including Strawberry Panna flavour, with it using premium ingredients to match the taste of a strawberry panna cotta dessert. Moreover, in 2024, Unilever Thai also introduced Magnum Mini Brownie multipacks, a boxed take-home ice cream product. Each box contains six small Magnum ice cream bars, featuring three different flavours. This multi-pack format allows consumers to purchase premium ice cream at a lower per-unit cost, offering a more economical option compared to individual premium ice cream purchases.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Thailand?
- Which are the leading brands in Snacks in Thailand?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in Thailand
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Thailand
KEY DATA FINDINGS
Rising costs and product innovation informs demand for chocolate confectionery
Nestlé's increases its lead while Thai Lotte sees dynamic growth
Convenience stores lead sales while supermarkets focus on premium offerings
Rising cocoa prices set to inform innovation and affordability strategies
Brands likely to continue leveraging fan marketing to boost sales
Health and wellness trend boosting demand for healthier and dark chocolate options
Gum in Thailand
KEY DATA FINDINGS
Gum sales slump due to competition from other categories and product limitations
Mondelez leads thanks to Dentyne's success
Hypermarkets leads distribution while supermarkets show dynamic growth
Gum poised for stagnation due to limited competition and innovation
Fewer players and brand discontinuations as demand falls
Focus on health and beauty shifts innovation towards functional benefits
Sugar Confectionery in Thailand
KEY DATA FINDINGS
Gummies and jellies driving growth with innovative flavours and formats
Mondelez retains the lead while Sunsu grows rapidly through fan Marketing
Small local grocers lead sales but supermarkets seeing rapid growth
Consumer health awareness should fuel demand for sugar-free innovations
Brands to utilise celebrity endorsements to engage fans and boost sales
Health and beauty trends set to drive innovation in sugar confectionery
Ice Cream in Thailand
KEY DATA FINDINGS
Thailand's ice cream market declines due to economic factors and competition from unpackaged ice cream
Unilever leads while Chomthana benefits from innovation and fan marketing
Small local grocers leads distribution while e-commerce is the most dynamic channel
Ice cream set to benefit from premiumisation with new flavours and formats
Seasonal and collaborative product introductions set to drive innovation
Players responding to the call for healthier ice cream options
Savoury Snacks in Thailand
KEY DATA FINDINGS
Sales rise with meat snacks benefiting from trend towards high protein diets
Pepsi-Cola’s Lay's brand leads with its extensive and affordable product line
Hypermarkets the largest and most dynamic distribution channel in savoury snacks
Health trends set to spur new product development in savoury snacks
Economic slowdown could impact demand and lead to shrinkflation
Proposed sodium tax would reshape Thailand's savoury snacks market
Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand
KEY DATA FINDINGS
Protein/energy bars driving growth amidst developing health trends
URC’s variety and KCG's health and wellness focus shaping market demand
Hypermarkets lead sales while e-commerce seeing strong development
Demand for high-quality ingredients set to fuel premiumisation trend
Brand collaborations and character licensing set to drive innovation
Health and wellbeing set to be a focus of new product development and marketing
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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