Foodservice Profile – Thailand

Note: This report includes forecasting data that is based on baseline historical data.

Executive summary

In 2021, Thailand's total population was 69.95 million people, registering a 10-year growth of 0.4% (2011 to 2021). The country's gross domestic product (GDP) registered US$774.8 billion with a real annual growth rate of 6.6% in 2021.

Thailand's consumer foodservice sales totalled US$19.6 billion, accounting for 58% in food and 42% in drink sales in 2021. The largest sales were from within standalone locations, followed by retail, leisure, travel, and lodging locations.

Renowned for its local culinary traditions, Thailand is home to numerous independent players across consumer foodservice categories. Although, independent operators have faced considerable challenges in sales during the COVID-19 crisis (2019 to 2021), those channel outlets that offered takeaway, home delivery or drive-through service options were able to better recover losses due to dine-in restrictions. Independents adjusted by partnering with delivery service operators and launching more takeaway packages.

As a result, street stalls/kiosks was the largest foodservice outlet in terms of sales in Thailand, followed by Limited-Service Restaurants (LSRs), cafés/bars, Full-Service Restaurants (FSRs), and self-service cafeterias in 2021. Street stalls/kiosks and specialist coffee and tea shops also, benefited by tailoring their menu items specifically for the Thai consumers based on regional differentiation.

In 2021, despite being hit the hardest by almost half since 2016, eat-in foodservice sales remained the largest type of service at US$7.5 billion, followed by takeaway (US$6.2 billion), and increases in home delivery (US$4.7 billion), and drive-through (US$1.3 billion) services. In Thailand, offline foodservice sales totaled US$15.2 billion (77.2%) versus online sales of US$4.5 billion (22.8%) in 2021.

Seven and I Holdings Company Ltd. (brand: 7-Eleven) was Thailand's top chained foodservice company at sales of US$1.4 billion in 2021. Other leading companies in Thailand included the Charoen Pokphand Group, Yum! Brands Incorporation, PTT PCL, and MK Restaurants Company Ltd.

 

Macroeconomic profile and consumer foodservice trends

In 2021, Thailand's total population was 69.95 million people. The country's gross domestic product (GDP) was US$505.7 billion with a real annual GDP growth of 1.5%. Consumer per capita expenditure on foodservice (food & drink) decreased by −34.5% from its peal of US$429.1 in 2019 to US$281.0 in 2021.

Due to the more rapid rate of infection of the delta variant of the SARS-CoV-2 virus in 2021, Thailand's foodservice sector was hit hard in the second quarter of the year. On-site dining and drinking at restaurants, departments and hypermarket stores across the country were restricted and not eased for up until the fourth quarter, when more people received their double vaccinations and with Thailand allowing international tourists without quarantine over November-December.Footnote 1

Commercial cooking facilities such as ghost kitchens, also known as cloud or dark kitchens, began to be created to reach a broader geographic range of customers with takeaway and delivery services. As well, foodservice companies launched campaigns to increase the frequency of consumption of their menu items.Footnote 1

The foodservice market

In 2021, Thailand's consumer foodservice food and drink sales totalled US$19.7 billion (year-over-year rates). Between 2016 and 2021, foodservice sales decreased by a CAGR of 3.7% with a steep negative dip in sales during the pandemic period (2019-2021) - declining from US$30.7 billion in 2019. Both food & drink foodservice categories are expected to register a CAGR of 8.5% over the forecast period (2021-2026) to reach US$29.6 billion in 2026.

Foodservice - sales of food and beverage products Thailand, historical values measured in US$ millions, annual (year-over-year) exchange rates
Category type 2016 2017 2018 2019 2020 2021 CAGR* % 2016-2021
Total - foodservice food and drink 23,759.2 25,677.9 28,206.9 30,672.8 23,016.5 19,654.7 −3.7
Food value 13,274.6 14,376.6 15,835.0 17,269.3 13,549.3 11,416.8 −3.0
Food breakdown (%) 55.9 56.0 56.1 56.3 58.9 58.1 0.8
Drink value 10,484.7 11,301.2 12,371.9 13,403.5 9,467.2 8,238.0 −4.7
Drink share breakdown (%) 44.1 44.0 43.9 43.7 41.1 41.9 −1.0

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Foodservice - sales of food and beverage products Thailand, forecast values measured in US$ millions, annual (year-over-year) exchange rates
Category type 2021 2022 2023 2024 2025 2026 CAGR* % 2021-2026
Total - foodservice food and drink 19,654.7 21,508.2 23,333.5 25,163.2 27,277.9 29,579.7 8.5
Food value 11,416.8 12,474.6 13,504.5 14,475.1 15,597.2 16,848.7 8.1
Food share breakdown (%) 58.1 58.0 57.9 57.5 57.2 57.0 −0.4
Drink value 8,238.0 9,033.6 9,829.0 10,688.0 11,680.6 12,731.0 9.1
Drink share breakdown (%) 41.9 42.0 42.1 42.5 42.8 43.0 0.5

 Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International.

In Thailand, standalone foodservice outlets accounted for 75% of sales (US$14.7 billion) in 2021, followed by 20% in retail (US$3.9 billion), and 2% in leisure (US$402.4 million) locations. No channel outlets registered a growth between 2016 and 2021 at CAGR declines in lodging (28.4%), travel (25.4%), leisure (16.1%), retail (10.7%), and standalone (1.2%) locations. Over the forecast period (2021-2026), all foodservice channels are expected to report strong CAGRs between 5.3% and 43.8% with the highest growths coming from within the locations that were hardest hit during the pandemic period (2019-2021).

Thailand - consumer foodservice channel sales by location, historical and forecast, values measured in US$ millions, fixed 2021 exchange rates
Category by location 2016 2021 CAGR* % 2016-2021 2022 2026 CAGR* % 2022-2026
Total - foodservice sales 26,305.8 19,654.7 −5.7 21,788.4 31,798.6 10.1
Standalone 15,666.5 14,745.9 −1.2 15,089.2 19,079.1 5.3
Retail 6,897.0 3,924.9 −10.7 5,229.2 8,267.6 16.1
Leisure 969.0 402.4 −16.1 653.7 1,271.9 25.9
Travel 1,398.4 323.3 −25.4 389.1 1,589.9 37.5
Lodging 1,374.8 258.2 −28.4 427.2 1,589.9 43.8

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International

Renowned for its local culinary traditions, Thailand is home to numerous independent players across consumer foodservice categories. However, independent operators have faced considerable challenges during the COVID-19 crisis and as a result have joined with food delivery services such as Grab, LINE MAN, and Food Panda. Independents have also, launched more takeaway packages to tap into the rapid rise in demand for delivery services and compensate for losses resulting from dine-in restrictions.

Meanwhile, chained operator rivals continued to expand their services prior to the outbreak and remain strong, supported by their franchising strategies and their capacity to exploit the expansion of locations in shopping centre food courts, hypermarkets, department stores, and convenience/petrol stations. Chained consumer foodservice players have also recognized the need to tailor to the particular tastes and preferences of Thai consumers. Foreign chains within specialist coffee and tea shop brands such as Coffee Club and street stalls/kiosk chain (5 Star Fried Chicken) have tailored their menu items specifically for the Thai consumers, even by introducing differentiation between different geographic regions throughout the country.Footnote 1

In 2021, Thailand's largest foodservice channel in terms of sales were from within street stalls or kiosks at a total registered value of US$7.4 billion. Sales in LSRs were the 2nd largest channel at a value of US$4.4 billion. Top Thai LSR foodservice channels were from within convenience stores (53.9%), followed by chicken (14.6%), bakery product (5.8%), pizza (5.8%), and burger LSRs (4.8%). Other smaller Thai LSR categories that reported sales were ice cream (4.0%), and Asian restaurants (0.3%).

In 2021, cafés/bars (US$4.4 billion) were the 3rd largest Thai foodservice outlets by type consisting of bars/pubs at a sales value of US$3.2 billion, specialist coffee and tea shops (US$845.5 million), cafés (US$236.2 million), and juice/smoothie bars (US$32.7 million). Sales from within Thai specialist coffee and tea shops recovered the most over the 2020 and 2021 period.

Lastly, FSRs registered sales of US$3.5 billion, followed by self-service cafeterias at US$7.6 million in 2021. Asian restaurants accounted for 75.7% of FSR sales, followed by North American (6.9%), pizza (4.1%), and European FSRs (3.4%) over the year.

Thailand - consumer foodservice sales by type, historical and forecast values measured in US$ millions, fixed 2021 exchange rates
Category 2016 2021 CAGR* % 2016-2021 2022 2026 CAGR* % 2022-2026
Total - foodservice 26,305.8 19,654.7 −5.7 21,788.4 31,798.6 10.1
Street stalls/kiosks 8,264.7 7,353.0 −2.3 8,044.6 10,249.9 6.9
Limited-Service Restaurants (LSRs) 4,758.6 4,406.5 −1.5 4,776.1 6,291.3 7.4
Convenience store restaurants 2,471.4 2,374.7 −0.8 2,453.7 2,967.1 4.6
Chicken restaurants 624.9 644.1 0.6 730.8 983.5 8.8
Bakery product restaurants 324.2 254.6 −4.7 279.9 429.0 11.0
Pizza restaurants 229.2 254.1 2.1 278.0 388.5 8.9
Burger restaurants 236.1 213.4 −2.0 242.1 359.4 11.0
Ice cream restaurants 256.1 174.2 −7.4 192.5 294.8 11.1
Asian restaurants 13.6 11.4 −3.5 13.0 19.4 11.2
Other LSRs 603.1 479.9 −4.5 586.0 849.7 12.1
Cafés/bars 7,899.5 4,355.6 −11.2 4,946.6 8,977.6 15.6
Bars/pubs 6,903.1 3,241.1 −14.0 3,710.2 7,126.2 17.1
Specialist coffee and tea shops 640.2 845.5 5.7 927.0 1,372.9 10.2
Cafés 310.5 236.2 −5.3 273.0 425.6 12.5
Juice/smoothie bars 45.6 32.7 −6.4 36.4 53.0 10.1
Full-Service Restaurants (FSRs) 5,375.9 3,532.1 −8.1 4,012.6 6,267.3 12.2
Asian restaurants 4,050.3 2,673.9 −8.0 3,026.3 4,628.2 11.6
North American restaurants 344.3 242.8 −6.7 276.6 425.1 11.9
Pizza restaurants 161.3 145.1 −2.1 161.7 266.4 12.9
European restaurants 177.0 120.1 −7.5 135.3 213.1 12.2
Other FSRs 643.0 350.1 −11.4 412.7 734.5 16.0
Self-service cafeterias 7.1 7.6 1.4 8.5 12.4 10.3

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022-2026 is forecast by Euromonitor International

Foodservice sales: chained franchises versus independent operators

In 2021, independent operators (63.6%) were the largest foodservice providers over chained franchises (36.6%) in Thailand with value sales of US$12.5 billion and US$7.2 billion, respectively. However, chained franchises remained more stable during the pandemic at a slight negative CAGR of 1.7%, while independent operators experienced a decline in sales at a negative CAGR of 7.5% between 2016 and 2021. Independent operators are expected to gain more market share by percent breakdown with growing sales value at a CAGR of 11.3% over the forecast period (2021-2026), while sales in chained franchises are expected to grow at a CAGR of 7.9%.

Thailand - consumer foodservice sales: chain franchises versus independent operators, historical values measured in US$ millions, fixed 2021 exchange rates
Category type 2016 2017 2018 2019 2020 2021 CAGR* % 2016-2021
Total - foodservice 26,305.8 27,341.4 28,592.1 29,879.3 22,601.5 19,654.7 −5.7
Independent value 18,496.4 19,077.8 19,838.3 20,751.3 14,908.2 12,499.7 −7.5
% breakdown 70.3 69.8 69.4 69.5 66.0 63.6 −2.0
Chained value 7,809.4 8,263.6 8,753.8 9,128.0 7,693.2 7,155.0 −1.7
% breakdown 29.7 30.2 30.6 30.5 34.0 36.4 4.2

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Thailand - consumer foodservice sales: chain franchises versus independent operators, forecast values measured in US$ millions, fixed 2021 exchange rates
Category type 2021 2022 2023 2024 2025 2026 CAGR* % 2021-2026
Total - foodservice 19,654.7 21,788.4 23,988.0 26,257.7 28,891.4 31,798.6 10.1
Independent value 12,499.7 13,978.6 15,553.9 17,201.8 19,147.7 21,348.4 11.3
% breakdown 63.6 64.2 64.8 65.5 66.3 67.1 1.1
Chained value 7,155.0 7,809.8 8,434.1 9,055.9 9,743.7 10,450.2 7.9
% breakdown 36.4 35.8 35.2 34.5 33.7 32.9 −2.0

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International.

In 2021, independent operators of street stalls/kiosks in Thailand registered total sales of US$6.3 billion, followed by independent sales in cafés/bars (US$3.5 billion), FSRs (US$2.1 billion), and LSRs (US$603.8 million). Due to the pandemic, all independent foodservice categories suffered in loss of sales between 2016 and 2021. Nevertheless, all independent outlets are expected to recover and report growth over the forecast period (2021-2026).

Thailand - consumer foodservice sales: independent operators, historical and forecast values measured in US$ millions, fixed 2021 exchange rates
 
Category 2016 2021 CAGR* % 2016-2021 2022 2026 CAGR* % 2022-2026
Total - independent foodservice 18,496.4 12,499.7 −7.5 13,978.6 21,348.4 11.3
Street stalls/kiosks 7,110.6 6,308.2 −2.4 6,901.6 8,817.3 6.9
Cafés/bars 7,238.2 3,487.3 −13.6 3,985.4 7,558.1 16.7
Bars/pubs 6,903.1 3,241.1 −14.0 3,710.2 7,126.2 17.1
Cafés 262.5 189.5 −6.3 211.2 339.8 12.4
Specialist coffee and tea shops 60.7 48.4 −4.4 54.9 78.6 10.2
Juice/smoothie bars 11.9 8.3 −7.0 9.1 13.6 10.4
Full-Service Restaurants (FSRs) 3,375.4 2,100.3 −9.1 2,367.8 3,915.3 13.3
Asian restaurants 2,621.6 1,649.4 −8.9 1,838.0 3,014.6 12.8
European restaurants 177.0 120.1 −7.5 135.3 213.1 12.2
North American restaurants 163.1 107.4 −8.0 122.9 197.1 12.9
Other FSRs 413.7 223.3 −11.6 271.5 490.5 17.0
Limited-Service Restaurants (LSRs) 772.2 603.8 −4.8 723.8 1,057.6 11.9
Bakery product restaurants 157.5 116.7 −5.8 130.0 197.4 11.1
Ice cream restaurants 19.9 13.3 −7.7 14.8 21.3 9.9
Other LSRs 594.8 473.8 −4.4 578.9 838.9 12.1

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International

Chained franchises of LSRs was the largest foodservice segment in Thailand at sales of US$3.8 billion, followed by sales in chained FSRs (US$1.4 billion), street stalls/kiosks (US$1.0 billion), cafés/bars (US$868.2 million), and self-service cafeterias (US$7.6 million) in 2021. During the pandemic, those chained foodservice categories that adjusted well to providing new/existing food delivery options and that showed period growth (2016-2021) were specialist coffee and tea shops, and pizza and chicken LSRs. Yet, all chained franchise foodservice outlets are forecast to recover between 2021 and 2026.

Thailand - consumer foodservice sales: chained franchises, historical and forecast values measured in US$ millions, fixed 2021 exchange rates
 
Category 2016 2021 CAGR* % 2016-2021 2022 2026 CAGR* % 2022-2026
Total - chained foodservice 7,809.4 7,155.0 −1.7 7,809.8 10,450.2 7.9
Limited-Service Restaurants (LSRs) 3,986.5 3,802.7 −0.9 4,052.3 5,233.6 6.6
Convenience stores 2,471.4 2,374.7 −0.8 2,453.7 2,967.1 4.6
Chicken restaurants 624.9 644.1 0.6 730.8 983.5 8.8
Pizza restaurants 229.2 254.1 2.1 278.0 388.5 8.9
Burger restaurants 236.1 213.4 −2.0 242.1 359.4 11.0
Ice cream restaurants 236.2 160.9 −7.4 177.6 273.4 11.2
Bakery product restaurants 166.7 138.0 −3.7 149.9 231.6 10.9
Asian restaurants 13.6 11.4 −3.5 13.0 19.4 11.2
Other LSRs 8.3 6.1 −6.0 7.1 10.8 12.1
Full-Service Restaurants (FSRs) 2,000.5 1,431.8 −6.5 1,644.8 2,352.0 10.4
Asian restaurants 1,428.7 1,024.5 −6.4 1,188.2 1,613.7 9.5
Pizza restaurants 161.3 145.1 −2.1 161.7 266.4 12.9
North American restaurants 181.2 135.4 −5.7 153.6 228.0 11.0
Other FSRs 229.3 126.8 −11.2 141.3 244.0 14.0
Street stalls/kiosks 1,154.2 1,044.7 −2.0 1,143.0 1,432.6 6.5
Cafés/bars 661.2 868.2 5.6 961.2 1,419.5 10.3
Specialist coffee and tea shops 579.5 797.1 6.6 872.1 1,294.3 10.2
Cafés 48.0 46.7 −0.5 61.8 85.8 12.9
Juice/smoothie bars 33.8 24.5 −6.2 27.3 39.4 10.0
Self-Service Cafeterias 7.1 7.6 1.4 8.5 12.4 10.3

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International

Foodservice: Eat-in versus delivery and to-go sales

Eat-in foodservice sales managed to remain at the highest total value in the sector of US$7.5 billion, despite being the hardest hit since 2016, decreasing by 48.9% in 2021. Takeaway services registered US$6.2 billion, home delivery (US$4.7 billion), and drive-through (US$1.3 billion) in sales over the year.

Despite losing overall sales during the pandemic, eat-in services were still preferred, while sales were made-up in home delivery or takeaway service options in 2021, as reported respectively, in the following foodservice outlets: cafés/bars (77.3%; 2.7%; 20%), FSRs (38%; 35%; 25%), and self-service cafeterias (65.8%; 23.7%; 10.5%). Over the year, FSRs also registered US$70.6 million (2%) in sales within drive-through services.

Street stalls/kiosks had more consumers choosing takeaway services (55.0%) over eat-in (22.8%) and home delivery (22.2%) services. Meanwhile, LSRs had the largest sales due to its home delivery services (38.4%), followed closely by drive-through (27%), eat-in (26.1%), and then takeaway (8.5%) services - with eat-in LSR services declining by a CAGR of 11% (2016-2021).

Between 2021 and 2026, takeaway services are expected to decline by a CAGR of 0.6%, while foodservice outlets will return more to the provision of eat-in (14.0%) or drive-through (11.0%) services to its consumers and home delivery (8.3%) will also continue to grow.

Thailand - consumer foodservice sales: eat-in versus delivery and to-go, historical and forecast, in US$ millions, annual (year-over-year) exchange rates
Channel sector 2016 2021 CAGR* (%) 2016-2021 2022 2026 CAGR* (%) 2021-2026
Foodservice (Total) Total 23,759.2 19,654.7 −3.7 21,508.2 29,579.7 8.5
Eat-in 14,764.0 7,540.6 −12.6 9,230.7 14,495.9 14.0
Takeaway 6,487.0 6,173.7 −1.0 5,867.4 6,000.0 −0.6
Home delivery 1,566.3 4,680.1 24.5 5,292.7 6,959.1 8.3
Drive-through 942.0 1,260.4 6.0 1,117.4 2,124.8 11.0
Street stalls/kiosks Total 7,464.6 7,353.0 −0.3 7,941.2 9,534.7 5.3
Takeaway 5,145.9 4,044.1 −4.7 4,208.8 4,613.9 2.7
Eat-in 2,318.8 1,677.0 −6.3 1,855.8 2,386.1 7.3
Home delivery   1,631.8 55.2 1,876.6 2,534.6 9.2
Limited-Service Restaurants Total 4,298.0 4,406.5 0.5 4,714.7 5,852.3 5.8
Home delivery 949.9 1,693.2 12.3 1,862.5 2,404.5 7.3
Drive-through 932.7 1,189.8 5.0 955.6 1,698.5 7.4
Eat-in 2,061.3 1,149.0 −11.0 1,519.4 1,339.6 3.1
Takeaway 354.2 374.6 1.1 377.2 409.7 1.8
Cafés/bars Total 7,134.8 4,355.6 −9.4 4,883.0 8,351.2 13.9
Eat-in 6,655.2 3,367.4 −12.7 4,198.9 7,666.2 17.9
Takeaway 450.7 871.1 14.1 488.3 334.0 −17.4
Home delivery 28.9 117.0 32.3 129.9 155.5 5.9
Drive-through   0.0   65.8 195.4 31.3
Full-Service Restaurants Total 4,855.5 3,532.1 −6.2 3,961.0 5,830.0 10.5
Eat-in 3,722.8 1,342.2 −18.5 1,651.1 3,096.0 18.2
Home delivery 587.5 1,236.2 16.0 1,421.7 1,861.9 8.5
Takeaway 535.9 883.0 10.5 792.2 641.3 −6.2
Drive-through 9.3 70.6 50.0 96.0 230.9 26.7
Self-service cafeterias Total 6.4 7.6 3.5 8.4 11.6 8.8
Eat-in 5.9 5.0 −3.3 5.5 8.0 9.9
Home delivery   1.8   2.0 2.5 6.8
Takeaway 0.4 0.8 14.9 0.9 1.0 4.6

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International

Foodservice sales: Offline versus online

In Thailand, offline foodservice sales totaled US$15.2 billion (year-over-year rates) (77.2%) versus online sales of US$4.5 billion (22.8%) in 2021. E-commerce sales accounted for 19.8% from within street stalls/kiosks, in LSRs (43.8%), cafés/bars (0.4%), FSRs (27.1%), and self-service cafeterias (24%) over the year. Significant growth in online value sales occurred respectively in cafés/bars (42.2%), LSRs (38.4%), streets stalls/kiosks (38%), and FSRs (34.5%) between 2016 and 2021.

Thailand - consumer foodservice sales: online versus offline ordering, historical and forecast values measured in US$ millions, annual (year-over-year) exchange rates
Channel sector 2016 2021 CAGR* (%) 2016-2021 2022 2026 CAGR* (%) 2021-2026
Foodservice (Total) Total 23,759.2 19,654.7 −6.5 21,508.2 29,579.7 8.3
Offline 22,872.6 15,176.1 −11.2 16,344.4 22,828.1 8.7
Online 886.6 4,478.6 37.5 5,163.8 6,751.6 6.9
Street stalls/kiosks Total 7,464.6 7,353.0 −2.2 7,941.2 9,534.7 4.7
Offline 7,240.7 5,896.0 −6.2 6,309.4 7,457.1 4.3
Online 223.9 1,457.0 38.0 1,631.8 2,077.6 6.2
Limited-Service Restaurants Total 4,298.0 4,406.5 −2.0 4,714.7 5,852.3 5.6
Offline 3,882.4 2,478.2 −12.6 2,497.1 2,865.0 3.5
Online 415.6 1,928.4 38.4 2,217.6 2,987.3 7.7
Cafés/bars Total 7,134.8 4,355.6 −13.2 4,883.0 8,351.2 14.4
Offline 7,106.2 4,220.8 −13.8 4,718.5 8,114.9 14.5
Online 28.5 134.8 42.2 164.5 236.3 9.5
Full-Service Restaurants Total 4,855.5 3,532.1 −9.1 3,961.0 5,830.0 10.1
Offline 4,637.0 2,575.4 −14.8 2,813.1 4,382.0 11.7
Online 218.5 956.6 34.5 1,147.9 1,448.0 6.0
Self-Service Cafeterias Total 6.4 7.6 2.4 8.4 11.6 8.4
Offline 6.4 5.8 −4.2 6.4 9.1 9.2
Online   1.8   2.0 2.5 5.7

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Sales value: Operator selling prices

Note: Base year for growth rate is 2021, which is actual retail value sales. Data for 2022 to 2026 is forecast by Euromonitor International

Thailand - consumer foodservice sales: online versus offline ordering, historical and forecast % breakdown
Channel sector 2016 2021 CAGR* (%) 2016-2021 2022 2026 CAGR* (%) 2021-2026
Foodservice (Total) Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 96.3 77.2 −5.1 76.0 77.2 0.4
Online 3.7 22.8 46.9 24.0 22.8 -1.3
Street stalls/kiosks Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 97.0 80.2 −4.1 79.5 78.2 -0.4
Online 3.0 19.8 41.1 20.5 21.8 1.5
Limited-Service Restaurants Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 90.3 56.2 −10.9 53.0 49.0 -1.9
Online 9.7 43.8 41.3 47.0 51.0 2.1
Cafés/bars Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 99.6 96.9 −0.7 96.6 97.2 0.2
Online 0.4 3.1 66.8 3.4 2.8 -4.7
Full-Service Restaurants Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 95.5 72.9 −6.3 71.0 75.2 1.4
Online 4.5 27.1 48.3 29.0 24.8 -3.8
Self-Service Cafeterias Total 100.0 100.0 0.0 100.0 100.0 0.0
Offline 100.0 76.0 −6.6 76.4 78.3 0.6
Online   24.0   23.6 21.7 -2.1

Source: Euromonitor International, 2022

*CAGR: Compound Annual Growth Rate

Sales value: Operator selling prices

Top 15 chained foodservice companies in Taiwan

Company and brand sales from within the foodservice sector is highly diversified within Thailand. In 2021, Seven and I Holdings Company Ltd. (brand: 7-Eleven) was Thailand's top chained foodservice company with value sales of US$1.4 billion, representing a 7.1% share of the foodservice market. The Charoen Pokphand Group (Lotus's, 5 Star Roasted/Fried Chicken, Chester's Grill) was the second largest foodservice company with value sales of US$707.8 million (3.6%), followed by Yum! Brands Incorporation (KFC, Pizza Hut) at US$632.7 million (3.2%), PTT PCL (Café Amazon, Jiffy) at US$447.7 million (2.3%), and MK Restaurants Company Ltd. (MK, Yayoi) at US$398.1 million (2%) in 2021. These top 5 company's, accounted for only 18.2% of the total foodservice market in Thailand.

Thailand - top 15 chained foodservice franchises by value sales and % breakdown, 2021 values measured in US$ millions,fixed 2021 exchange rates
Company Brand(s) Value sales (US$ million) Market share (%)
Total - foodservice 19,654.7 100.0
1. Seven & I Holdings Company Ltd. 7-Eleven 1,385.7 7.1
2. Charoen Pokphand Group Lotus's, 5 Star Roasted/Fried Chicken, Chester's (Grill) 707.8 3.6
3. Yum! Brands Inc. KFC, Pizza Hut 632.7 3.2
4. PTT PCL Café Amazon, Jiffy 447.7 2.3
5. MK Restaurants Company Ltd. MK, Yayoi 398.1 2.0
6. Minor International PCL The Pizza Co., The Coffee Club 242.9 1.2
7. Chysee Bamee Kiew Company Ltd. Chysee Bamee Kiew 231.5 1.2
8. Starbucks Corporation Starbucks 192.3 1.0
9. Fuji Tsukui Group Fuki Japanese Restaurant 146.8 0.7
10. McDonald's Corporation McDonald's 138.1 0.7
11. Thai Beverage PCL Shabushi, Oishi Ramen 137.2 0.7
12. Big C Supercenter PCL Mini Big C 113.4 0.6
13. FamilyMart Uny Holdings Co. Ltd. Family Mart 96.0 0.5
14. CoolBrands International Inc. Swensen's 87.7 0.4
15. S & P Syndicate PCL S & P 83.4 0.4
Subtotal - top 15 trademark owner 5,041.3 25.6
Source: Euromonitor International, 2022

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Resources

  • Euromonitor International, 2022
  • Euromonitor International, March 2022. Country Report: Consumer Foodservice in Thailand

Foodservice Profile – Thailand
Global Analysis Report

Prepared by: Erin-Ann Chauvin, International Market Research Analyst

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