COMPETITIVE LANDSCAPE
Charoen Pokphand Foods retains leadership through Five Star’s value positioning
Charoen Pokphand Foods PCL continued to lead Thailand’s highly fragmented street stalls/kiosks landscape in 2025, supported by its flagship Five Star brand. Five Star’s core strength lies in its strong value proposition, with affordability remaining a critical factor in a highly price-sensitive environment.
Mixue scales rapidly on back of affordable pricing
Mixue (Thailand) Co Ltd was the most dynamic company across street stalls/kiosks in Thailand in 2025. Since entering the local landscape earlier in the review period, the brand has scaled rapidly through a franchisingled model, with its outlet count reaching over 500 locations.
Independents lead street stalls/kiosks
Independent operators continued to lead Thailand’s street stalls/kiosks channel in both value sales and outlet numbers in 2025, reflecting the highly fragmented structure of the category and the widespread presence of small local vendors across the country. Their strong alignment with everyday consumption occasions, combined with convenience and affordability, enables them to capture frequent, routine demand, particularly in a price-sensitive environment.
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Overview:
Understand the latest market trends and future growth opportunities for the Street Stalls/Kiosks 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 Street Stalls/Kiosks 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 Street Stalls/Kiosks 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 Street Stalls/Kiosks in Thailand?
- Which are the leading brands in Street Stalls/Kiosks in Thailand?
- How are multinational and local operators competing and expanding in Thailand?
- How are consumer lifestyle trends and eating habits shaping Street Stalls/Kiosks in Thailand?
- How is the Street Stalls/Kiosks 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 Street Stalls/Kiosks in Thailand? Which of these trends hold the greatest potential demand?
- Where is future growth expected to be most dynamic?
Street Stalls/Kiosks in Thailand - Category analysis
KEY DATA FINDINGS
Street stalls/kiosks expand on back of affordability and on-the-go consumption
Street stalls/kiosks benefit from shift towards more affordable and flexible meal options
Independents lead growth, while chains compete through innovation and branding
Delivery and takeaway remain dominant fulfilment modes
Affordability and on-the-go consumption trends will ensure future growth
Online ordering will be key driver
Health and wellness will serve as core differentiator
Charoen Pokphand Foods retains leadership through Five Star’s value positioning
Mixue scales rapidly on back of affordable pricing
Independents lead street stalls/kiosks
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:
Street Stalls/Kiosks
- Chained Street Stalls/Kiosks
- Independent Street Stalls/Kiosks
Street Stalls/Kiosks
Small, sometimes mobile, foodservice providers characterised by a limited product offering and by low prices. Includes street stalls, street hawkers and foodservice kiosks where food is prepared in some way and served through a hatch or over a display counter to take away. Also includes kiosks and carts located externally or internally eg in shopping malls etc. As a rule, street stalls/kiosks outlets tend to be smaller than 100% home delivery/takeaway outlets, while menus are more limited, often (though certainly not always) with a greater emphasis on snack items, rather than full 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 Street Stalls/Kiosks research and analysis database.
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