Instant foods continue to be a household staple in Thailand, with standard instant noodle packs leading in popularity. However, fewer than 20% of Thais have expressed an intention to consume more instant foods in the next six months. Growing health consciousness, an expanding variety of alternative food and drink options, and increased scrutiny of ultra-processed products are driving a shift in consumer preferences for the future.
Despite challenges, instant foods continue to thrive due to their convenience and distinctive flavours. For brands, the key is to drive premiumisation and effectively communicate value, particularly to flavour enthusiasts and frequent users who have specific, niche preferences. Read this Report to uncover opportunities for premiumisation, explore key consumption occasions and delves into the profile of ‘flavour explorers’.
Unlock premium opportunities in instant foods by targeting specific occasions and leveraging bold flavours and hyper-convenience.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
For the purposes of this Report, Mintel has used the following definitions:
This report examines instant noodles, self-heating foods, instant rice porridge/soup, and instant soups. Instant noodles include add-hot-water noodles, cook-over-the-hob noodles, dry instant noodles and instant rice noodles or vermicelli. Self-heating foods include self-heating hotpots and self-heating rice. Instant rice porridge/soup includes add-hot-water rice porridge/soup and cook-over-the-hob rice porridge/soup.
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