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2026 Developments
Snacks in Thailand demonstrate consistent resilience in 2026 despite ongoing economic constraints and heightened competition from adjacent food types. This performance is underpinned by a strong consumer appetite for affordable enjoyment, as evidenced by strong demand for savoury snacks and a dynamic expansion in ice cream. The business environment is highly fragmented without signs of consolidation, making the landscape both competitive and open to disruption. The attractiveness of snacks in Thailand is reinforced by rising consumer expenditure on food, signalling long-term growth prospects. To succeed, brands must blend accessible pricing with emotionally resonant branding, leverage pop culture and digital engagement, and deliver innovation that balances indulgence with permissible health cues, all while expanding their reach through convenience-led retail and omnichannel strategies.
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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
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Snacks
Modest Growth Continues as Snacks Compete for Everyday Spending
Fandom-Led Campaigns Strengthen Relevance among Younger Demographics
Chart 2 Bus Fandom Campaigns
Mondelez Leverages Affordability and Emotional Branding to Win Trial
Chart 3 Value Sales 2021-2031
Chart 4 Value Sales by Category 2026
Affordable Indulgence Is Expected to Sustain Growth Momentum
Savoury Snacks Set to Maintain Leadership as Ice Cream Accelerates Growth
Cultural Relevance and Health Positioning to Shape Brand Strategies
Chart 5 What's Next? for Snacks
Chart 6 Forecast Value Sales 2021-2031
Chart 7 Forecast Value Sales by Category 2026-2031
Pepsico Leverages Innovation and Partnerships to Secure Leadership
Chart 8 Company Shares 2026
Chart 9 Brand Shares 2026
Hypermarkets Lead Sales as Convenience Retailers Record Strongest Gain
Shopee and Tiktok Shop Support Online Discovery and Trial
Foodservice Innovation and Cj Express Expansion Drive Access and Engagement
Chart 10 Retail Channels 2021-2026
Health Consciousness and Cultural Identity Shape Product Development Priorities
Fandom Integration and Entry-Level Positioning Headline Recent Launches
Chart 11 Mondelez Launches Tigo
Chart 12 Economic Context for Snacks
Chart 13 Real Gdp Growth 2021-2031
Chart 14 Inflation 2021-2031
Chart 15 Consumer Context for Snacks
Chart 16 Population 2021-2031
Chart 17 Population by Generation 2026
Chocolate Confectionery in Thailand
Key Data Insights
Chocolate Confectionery Summary
Chart 18 Key Industry Trends for Chocolate Confectionery
Countlines Lead Sales While Chocolate Pouches and Bags Post Rapid Growth
Shift Towards Everyday Snacking Drives Product Innovation
Insight-Driven and Fandom-Led Marketing Drives Engagement and Repeat Purchases
Chart 19 Value Sales 2021-2031
Chart 20 Volume Sales 2021-2031
Chart 21 Value Sales by Category 2026
Affordability Pressures Expected to Drive Local Expansion and Volume Growth
Format Polarisation Set to Support Affordability and Premium Gifting
Marketing and Product Innovation to Reshape Demand Towards Engagement and Quality
Chart 22 What's Next? for Chocolate Confectionery
Chart 23 Forecast Value Sales 2021-2031
Chart 24 Forecast Value Sales by Category 2026-2031
Leading Players Sustain Positions Amid Marginal Gains by Emerging Brands
Chart 25 Company Shares 2026
Chart 26 Brand Shares 2026
Convenience Stores Lead, While Supermarkets Capture Premium Demand
E-Commerce Grows From a Low Base, Led by Platform-Driven Demand
Chart 27 Retail Channels 2021-2026
Cadbury Dairy Milk Mousse Focuses on Texture and Format Innovation
Chart 28 Cadbury Dairy Milk Mousse
Beng Beng Double Chocolate Combines Multipack Formats and Collectable Integration
Chart 29 T-Pop Collectable Marketing
Chart 30 Economic Context for Chocolate Confectionery
Chart 31 Real Gdp Growth 2021-2031
Chart 32 Inflation 2021-2031
Chart 33 Consumer Context for Chocolate Confectionery
Chart 34 Population 2021-2031
Chart 35 Population by Generation 2026
Gum in Thailand
Key Data Insights
Gum Summary
Chart 36 Key Industry Trends for Gum
Structural Decline as Gum Loses Relevance to Substitute Formats
Mature Lifecycle and Shifting Beauty Perceptions Reduce Usage Frequency
Digital Engagement Becomes Central as Competition Shifts to Cultural Relevance
Chart 37 Lotte Xylitol Strengthens Youth Engagement
Chart 38 Value Sales 2021-2031
Chart 39 Volume Sales 2021-2031
Chart 40 Value Sales by Category 2026
Structural Decline Set to Persist as Substitutes Gain Traction
Chewing Gum Expected to Dominate but Faces Declining Relevance
Functional Repositioning to Drive Premiumisation and New Usage Occasions
Chart 41 What's Next? for Gum
Chart 42 Forecast Value Sales 2021-2031
Chart 43 Forecast Value Sales by Category 2026-2031
Mondelez Leverages Brand Consolidation to Reinforce Leadership
Chart 44 Company Shares 2026
Chart 45 Brand Shares 2026
Convenience Stores Lead as Impulse-Driven Channels Outperform Larger Formats
Shopee and Lazada Capture Bulk Demand but Face Impulse Barriers
Chart 46 Retail Channels 2021-2026
Lotte and Osotspa Create New Occasions with Cross-Brand Innovation
Chart 47 Economic Context for Gum
Chart 48 Real Gdp Growth 2021-2031
Chart 49 Inflation 2021-2031
Chart 50 Consumer Context for Gum
Chart 51 Population 2021-2031
Chart 52 Population by Generation 2026
Sugar Confectionery in Thailand
Key Data Insights
Sugar Confectionery Summary
Chart 53 Key Industry Trends for Sugar Confectionery
Affordability Pressures Reshape Pricing Strategies and Brand Responses
Product Innovation and Youth Targeting Sustains Demand in Leading Formats
Distribution Expansion and Pack Segmentation Broaden Access across Smaller Types
Chart 54 Value Sales 2021-2031
Chart 55 Volume Sales 2021-2031
Chart 56 Value Sales by Category 2026
Functional Positioning Set to Shift Innovation beyond Indulgence
Fandom-Driven Marketing Expected to Deepen Brand Engagement
Price-Led Pack Strategies to Sustain Accessibility
Chart 57 What's Next? for Sugar Confectionery
Chart 58 Forecast Value Sales 2021-2031
Chart 59 Forecast Value Sales by Category 2026-2031
Hall’S and Yupi Drive Competition through Pricing and Innovation
Chart 60 Company Shares 2026
Chart 61 Brand Shares 2026
Small Local Grocers Retain Leadership, While Modern Small Formats Expand Rapidly
E-Commerce Gains Traction through Discovery Platforms and Loyal Bulk Buyers
Chart 62 Retail Channels 2021-2026
Hall’S Introduces Low-Entry Mini Packs to Reinforce Impulse Positioning
Flavour Expansion and Functional Claims Drive Product Differentiation
Marketing-Led Innovation Strengthens Engagement with Younger Demographics
Chart 63 Hall’S New Thb5 Mini Pack
Chart 64 Economic Context for Sugar Confectionery
Chart 65 Real Gdp Growth 2021-2031
Chart 66 Inflation 2021-2031
Chart 67 Consumer Context for Sugar Confectionery
Chart 68 Population 2021-2031
Chart 69 Population by Generation 2026
Ice Cream in Thailand
Key Data Insights
Ice Cream Summary
Chart 70 Key Industry Trends for Ice Cream
Ice Cream Recovers Following Weather-Driven Disruption, with Impulse Formats Sustaining Dominance
Brands Prioritise Fandom-Driven and Experiential Marketing to Engage Youth
Chart 71 T-Pop and Thai Entertainment Stars Reshape Marketing
Product Innovation and Flavour Rotation Reinforce Novelty and Drive Repeat Purchases
Chart 72 Value Sales 2021-2031
Chart 73 Volume Sales 2021-2031
Chart 74 Value Sales by Category 2026
Affordable Premium Positioning Set to Sustain Value Growth Despite Subdued Volume Expansion
Health-Led Positioning Expected to Favour Balanced Indulgence over Strict Functionality
Local Players Leverage Agility to Translate Viral Trends into Accessible Growth
Chart 75 What's Next? for Ice Cream
Chart 76 Forecast Value Sales 2021-2031
Chart 77 Forecast Value Sales by Category 2026-2031
Magnum Icc Sustains Dominance through Portfolio Depth and Distribution Strength
Chart 78 Company Shares 2026
Chart 79 Brand Shares 2026
Small Local Grocers Dominate While Cj More Strengthens Reach and Impulse Access
Food Delivery Platforms Support Early-Stage Expansion of Premium and Niche Brands
Chart 80 Retail Channels 2021-2026
Wall’S Ice Ball Introduces Shaved Ice-Inspired Format and Rapid Variant Rollout
New Formats Expand beyond Traditional Stick and Cone Structures
Formulation Refinements and Flavour Construction Evolves
Chart 81 Wall’S Ice Ball
Chart 82 Economic Context for Ice Cream
Chart 83 Real Gdp Growth 2021-2031
Chart 84 Inflation 2021-2031
Chart 85 Consumer Context for Ice Cream
Chart 86 Population 2021-2031
Chart 87 Population by Generation 2026
Savoury Snacks in Thailand
Key Data Insights
Savoury Snacks Summary
Chart 88 Key Industry Trends for Savoury Snacks
Slower Growth Reflects Economic Pressure and Rising Health Concerns
Rise of Spicy Flavours Drives Engagement and Innovation
Chart 89 Spicy Konjac Snacks Gain Momentum
Stapling of Snacks Gains Traction through Meal Integration
Chart 90 Value Sales 2021-2031
Chart 91 Volume Sales 2021-2031
Chart 92 Value Sales by Category 2026
Value-Led Messaging Set to Strengthen as Economic Pressure Shapes Purchasing Behaviour
Healthier Indulgence Expected to Drive Innovation and Reformulation
Nuts, Seeds and Trail Mixes Anticipated to Outperform as Health Demand Accelerates
Chart 93 What's Next? for Savoury Snacks
Chart 94 Forecast Value Sales 2021-2031
Chart 95 Forecast Value Sales by Category 2026-2031
Pepsi-Cola Sustains Leadership as New Challengers Intensify Competition
Chart 96 Company Shares 2026
Chart 97 Brand Shares 2026
Convenience Stores Capture Impulse Occasions as Hypermarket Growth Slows
Shopee and Lazada Drive E-Commerce with Viral Snack Promotions
Chart 98 Retail Channels 2021-2026
Texture-Led Innovation and Konjac-Based Snack Formats
Recipe-Led Formats Reposition Core Snack Products
Format Expansion and Functional Positioning Drive New Launches
Chart 99 Lay’S Nacho Concept
Chart 100 Economic Context for Savoury Snacks
Chart 101 Real Gdp Growth 2021-2031
Chart 102 Inflation 2021-2031
Chart 103 Consumer Context for Savoury Snacks
Chart 104 Population 2021-2031
Chart 105 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Chart 106 Key Industry Trends for Sweet Biscuits, Snack Bars and Fruit Snacks
Snack Bars Post Rapid Expansion with Rising Health and Wellness Awareness
Celebrity-Led Digital Engagement Reshapes Competition
Chart 107 Snack Brands Intensify Celebrity Partnerships
Snacking Replaces Meals as Consumers Prioritise Satiety and Value
Chart 108 Value Sales 2021-2031
Chart 109 Volume Sales 2021-2031
Chart 110 Value Sales by Category 2026
Affordable Premiumisation Expected to Support Growth in Everyday Snacking
Sweet Biscuits Poised to Strengthen Relevance through Convenience
Health, Wellbeing and Gifting Set to Drive Expansion in Fruit Snacks and Innovation
Chart 111 What's Next? for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 112 Forecast Value Sales 2021-2031
Chart 113 Forecast Value Sales by Category 2026-2031
Innovation-Led Activity Sustains Leadership Positions
Chart 114 Company Shares 2026
Chart 115 Brand Shares 2026
Hypermarkets Lead Distribution While Proximity Formats Accelerate Growth
E-Commerce Expands From a Low Base, Driven by Social Commerce and Bulk Purchases
Foodservice Drives Demand for Sweet Biscuits through Menu Innovation
Chart 116 Retail Channels 2021-2026
Affordable Filled Biscuits Drive Impulse Purchases
Functional Snack Bars Strengthen Protein Snacking Appeal
Chart 117 Affordable Indulgent Filled Biscuits
Chart 118 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 119 Real Gdp Growth 2021-2031
Chart 120 Inflation 2021-2031
Chart 121 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 122 Population 2021-2031
Chart 123 Population by Generation 2026
Country Reports Disclaimer
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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