This report looks at the following areas:
- Cuisine consumption, and consumption intention for the future
- Fusion cuisines of interest
- Emotional associations of different meal types
- Motivation to try food & drink trends on social media
- Attitudes and behaviours towards trending cuisines
A strategic guide to selecting optimal cuisines and executing high-impact launches that can turn Thais' culinary curiosity into confident trial and repeat.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report covers the application of trending cuisines in packaged food and drinks, including local and international cuisines. It draws inspiration from food services, examines consumers’ behavior and attitude towards trending food and drinks, and emotional elements associated with each meal type.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Social media shapes food trends
- Thai consumers approach food trends with a mix of curiosity and caution
- Cautious buyers dominate the market, and food & drink brands must move beyond social media hype to focus on delivering real value
- Cautious buyers dominate the market, and food & drink brands must move beyond social media hype to focus on delivering real value
- Graph 1: consumer segmentation based on speed of adoption of new food & drink trends, 2025
- Growing consumer focus on health-conscious options is poised to drive demand for cuisines perceived as nutrient-dense
- Graph 2: top priorities when shopping for food & drinks, 2024-25
- Foods from the past make a comeback among younger consumers
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BLENDING TRADITION WITH EXPERIMENTATION
- Mapping Thailand’s culinary landscape reveals strategic opportunities for food & drink NPD
- Graph 3: domestic and international cuisine landscape, 2025
- Mapping Thailand’s culinary landscape reveals strategic openings for food & drink NPD
- Now: reimagine the top-pick Thai cuisines for younger consumers’ modern lifestyles
- Now: offer newness through local micro-regionalism
- Now: strike a balance between comfort and novelty through fusion cuisines
- Graph 4: fusion cuisines of interest, 2025
- Now: focus on Thai-Asian fusion
- Now: examples of Thai-Japanese fusion innovation
- Next: revitalise Chinese menus with a Thai twist to prevent cuisine fatigue
- Next: develop Korean-inspired products to target women aged 18-34
- Graph 5: international cuisines consumers have eaten and want to eat more frequently, by age and gender, 2025
- Next: develop Korean-inspired products to target women aged 18-34
- Next: expand Korean flavour profiles into categories beyond instant noodles
- Solve the convenience challenge to capture consumer interest in easier K-food preparation
- Next: support women over 35’s nutritional goals with Vietnamese cuisine
- Graph 6: international cuisines consumers have eaten and want to eat more frequently, by age and gender, 2025
- Next: use engaging formats to make Vietnamese flavours more accessible for older women
- Future: differentiate with less-familiar Western cuisines
- Graph 7: consumption of global cuisines, 2025
- Future: provide convenient access to Mexican flavours
- Future: Mediterranean foods will become more popular as consumers look for healthier options
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TRIGGER TRIAL OF NEW CUISINES USING LOW-COMMITMENT OPTIONS
- Digital saturation shifts social media from a persuasion space into a filter for food trends
- Graph 8: motivation to try new food and drink trends on social media, 2025
- Now: visual appeal isn’t just the icing on the cake – it’s a vital ingredient for success
- Now: amplify sensory communication to help consumers visualise the experience behind their screens
- Aside from sensory cues, consumers are increasingly drawn to food trends that feel both shareable and doable
- Next: younger consumers like to customise their meals with snack items
- Graph 9: Meal Mixologist* demographic makeup, by age and gender, 2025
- Next: introduce new cuisines with small sampler portions, and empower meaningful snack-to-meal creations
- Next: prioritise variety and customisable side-dish bundles to meet consumer preference for lower-carb meals
- Next: use shared dining trends to support rollout of new cuisines
- Next: snackification encourages trial of new cuisine types
- Next: introduce trending cuisines through globally inspired desserts to delight younger consumers
- Graph 10: attitudes towards food & drinks, 2025
- Next: pair desserts with international cuisines to create a harmonious dining experience
- Future: help consumers discover new cuisines and track their nutritional value through digital-enabled appetiser sets
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BUILD AN EMOTIONAL CONNECTION TO UNLOCK OPPORTUNITIES IN INTERNATIONAL CUISINES
- Consumers reward brands that make new culinary experiences feel emotionally safe
- Now: Thai cuisines feel like home, while international foods still feel like a choice
- Graph 11: emotional associations with food types, 2025
- Now: dial up excitement for Thai cuisines, encouraging sharing to maintain an emotional connection
- Now: reimagine Thai street food in packaged formats inspired by Asian-style grill restaurants
- Next: highlight self-care to elevate Japanese cuisine’s appeal, empowering consumers to take charge of their health
- Next: design food & drink experiences that bring comfort and nostalgia from café moments into everyday, at-home formats
- Graph 12: top three consumption actions to cope with stress, 2025
- Next: offer sweet treats that keep consumers in control
- Next: reimagine packaged desserts and drinks as a nostalgia trip for Gen Zs
- Next: leverage nostalgic symbols to evoke positivity and comfort
- Next: strengthen connection appeal in Western foods to elevate them beyond value-for-money perceptions
- Future: innovate retail spaces to reflect consumers’ emotional status
- Key takeaways
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
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