Thai Cuisine Market Outlook

According to the report by Expert Market Research (EMR), the global Thai cuisine market size reached a value in 2024. As the demand for authentic and diverse culinary experiences continues to grow worldwide, the market is projected to expand at a compound annual growth rate (CAGR) of 7.20% from 2025 to 2034.

Thai cuisine, known for its bold flavors, aromatic herbs, and intricate balance of sweet, sour, salty, and spicy elements, has captivated the taste buds of consumers globally. This culinary tradition, characterized by the use of fresh ingredients such as lemongrass, basil, fish sauce, and chili, has evolved into a beloved and diverse global food category. From street food vendors to high-end restaurants, Thai food has made its mark on both casual and fine dining scenes, driving the expansion of the global Thai cuisine market.

Key Drivers of Market Growth

Several key factors are fueling the growth of the global Thai cuisine market. The primary driver is the increasing consumer preference for international and authentic food experiences. As globalization continues to influence cultural exchanges, consumers are seeking more diverse and authentic culinary experiences, with Thai cuisine standing out for its distinctive flavors and health-conscious ingredients. This trend is particularly strong in regions such as North America, Europe, and Asia-Pacific, where there is a growing demand for new and exotic food offerings.

The growing awareness of the health benefits associated with Thai cuisine is another significant factor contributing to market growth. Thai food is often praised for its fresh ingredients and the balance of flavors that promote healthy eating. For instance, many traditional Thai dishes are low in fat and rich in vegetables, herbs, and lean proteins like fish and chicken. The use of natural ingredients such as turmeric, ginger, and garlic adds anti-inflammatory and digestive health benefits, which have attracted health-conscious consumers. As more people adopt healthier eating habits and explore global culinary options, Thai cuisine has become a popular choice.

The rise of food delivery services, particularly in urban areas, is also driving the growth of the Thai cuisine market. With the increasing demand for convenience and the expansion of food delivery platforms like Uber Eats, Grubhub, and DoorDash, consumers can now enjoy authentic Thai meals from the comfort of their homes. This has led to an increase in the number of Thai restaurants and food establishments offering delivery and takeout services, further boosting market expansion.

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Technological Advancements and Innovation in Thai Cuisine

The global food industry has witnessed a surge in innovation and technological advancements, and Thai cuisine is no exception. The incorporation of modern cooking techniques, such as sous-vide cooking, molecular gastronomy, and food fusion, has expanded the appeal of Thai food. Chefs are increasingly experimenting with Thai ingredients and flavors to create innovative dishes that appeal to modern tastes, while still honoring the traditional aspects of the cuisine. This blending of tradition and innovation has led to the growth of high-end Thai restaurants and the popularity of Thai-inspired dishes in gourmet dining settings.

Furthermore, advancements in food processing technologies are enabling the mass production of Thai food products, such as pre-packaged meals, sauces, and snacks. The increasing availability of Thai food products in supermarkets and online grocery stores has made it easier for consumers to enjoy Thai meals at home. Ready-to-eat Thai meals, frozen Thai dishes, and Thai-inspired packaged snacks are gaining traction, especially in regions where access to authentic Thai restaurants may be limited. These innovations are further driving the global market for Thai cuisine, providing convenience for consumers and expanding the reach of Thai food to new audiences.

Expanding Applications of Thai Cuisine

Thai cuisine is finding its place not only in restaurants but also in various other sectors, including retail, food services, and hospitality. The popularity of Thai street food has transcended borders, influencing food trends worldwide. As Thai food becomes increasingly mainstream, its presence is felt in the fast-casual dining segment, food trucks, and food stalls. In major cities around the world, Thai street food-inspired dishes are being served at an affordable price point, attracting a wide range of consumers.

The growing popularity of Thai food products in retail outlets is also playing a significant role in the market’s expansion. Thai sauces, condiments, and spices are increasingly available in supermarkets, catering to the needs of consumers who wish to recreate Thai dishes at home. Ingredients like fish sauce, tamarind, curry pastes, and coconut milk are now staples in many households, allowing home cooks to experiment with traditional Thai recipes. Additionally, Thai beverages such as Thai iced tea and Thai iced coffee are gaining popularity, further diversifying the offerings within the Thai cuisine market.

Moreover, the hospitality industry is seeing an increased integration of Thai cuisine into hotel restaurants, resorts, and catering services. Luxury hotels and resorts, particularly in Southeast Asia and the Middle East, are offering authentic Thai culinary experiences to attract tourists seeking unique dining options. Thai-themed events, such as Thai food festivals and cooking classes, are also gaining popularity, further boosting the demand for authentic Thai cuisine.

Thai Cuisine Market Segmentation

The global Thai cuisine market can be divided based on type, application, and region.

Market Breakup by Type

• Street Food
• Meal Kit
• Fine Dining

Market Breakup by Application

• Restaurants
• Processed Food
• Others

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Competitive Landscape

The EMR report looks into the market shares, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global Thai cuisine market. Some of the major players explored in the report by Expert Market Research are as follows:

• MTY Food Group Inc.
• McCormick Company Inc.
• NaraThai Cuisine Co., Ltd.
• Le Du
• SanehJaan
• Greyhound Café
• Siam House
• Bangkok Express
• Exquisine System(HK) Co., Ltd.
• Sri Tart Aroy-D Thai
• Others

Challenges in the Thai Cuisine Market

Despite the robust growth prospects, the Thai cuisine market faces several challenges. One of the primary concerns is the availability and cost of authentic ingredients. Authentic Thai dishes require specific herbs, spices, and condiments that may be difficult to source in certain regions, leading to challenges in maintaining the authenticity of the cuisine. Additionally, the rising costs of raw materials, such as seafood and herbs, can impact the pricing of Thai dishes, especially in markets with higher operational costs.

Another challenge is the competition from other ethnic cuisines. As the global demand for international cuisines grows, Thai food faces competition from other popular food categories, such as Italian, Chinese, and Indian cuisines. To stand out in a crowded market, Thai restaurants and food establishments must offer unique and memorable dining experiences, which can require significant investment in quality ingredients, training, and marketing efforts.