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Written by George Buttler » Updated on: February 03rd, 2025
According to the report by Expert Market Research (EMR), the global Thai cuisine market size achieved a value in 2024. Fueled by the increasing popularity of Thai food around the world and the growing demand for ethnic and authentic culinary experiences, the market is expected to grow at a compound annual growth rate (CAGR) of 7.20% between 2025 and 2034.
Thai cuisine, renowned for its vibrant flavors, unique blend of spices, and emphasis on fresh ingredients, has witnessed a surge in global popularity in recent years. The diverse array of dishes, including Pad Thai, Tom Yum, Som Tum, and Massaman curry, has captured the attention of food enthusiasts worldwide. The Thai cuisine market’s expansion is attributed to factors such as the growing global demand for exotic food experiences, increased awareness of Thai food’s health benefits, and the rising influence of food culture through social media platforms.
Several key drivers are contributing to the rapid growth of the global Thai cuisine market. One of the primary factors is the rising consumer interest in international and ethnic food options. As the world becomes more interconnected, people are increasingly seeking out diverse culinary experiences. Thai cuisine, with its emphasis on balance, incorporating sweet, sour, salty, and spicy elements, has become a preferred choice for those seeking bold and distinctive flavors.
Additionally, the growing trend of healthy eating has contributed to the popularity of Thai cuisine. Many Thai dishes incorporate fresh vegetables, herbs, and lean proteins, such as chicken, fish, and tofu. Ingredients like lemongrass, ginger, garlic, and chili are staples in Thai cooking and are well-known for their health benefits. As health-conscious consumers seek nutritious, yet flavorful meals, Thai food’s reputation for being both healthy and satisfying has bolstered its appeal.
The increasing number of Thai restaurants, food trucks, and takeout options across the globe has made it easier for consumers to access authentic Thai food. From small family-owned establishments to high-end restaurants, the availability of Thai cuisine has grown significantly, driving the market’s expansion. Furthermore, Thai cuisine is increasingly featured on the menus of international food chains, enhancing its global presence.
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The popularity of Thai cuisine is not limited to its country of origin; it has gained significant traction across various regions worldwide. In North America, for example, Thai food has found its way into mainstream dining culture, with a growing number of restaurants offering Thai-inspired dishes. Major cities like New York, Los Angeles, and Toronto boast a vibrant Thai food scene, where dishes like Pad Thai, green curry, and Thai iced tea have become staples for food lovers. Similarly, in Europe, countries such as the United Kingdom, France, and Germany have seen a growing appetite for Thai cuisine, driven by both local residents and tourists seeking authentic Thai flavors.
In Asia-Pacific, Thai cuisine has maintained its prominence in neighboring countries such as Laos, Cambodia, and Myanmar, where culinary traditions share many similarities. However, the adoption of Thai food has also been rising in other parts of Asia, including China and Japan, where Thai restaurants are increasingly becoming a part of the culinary landscape. The demand for ready-to-eat Thai meals, such as pre-packaged curries, noodles, and sauces, is also on the rise in the region, especially in countries with a high concentration of expatriates and tourists.
As Thai cuisine continues to expand its global footprint, there has been an increasing focus on offering localized versions of traditional dishes. This adaptation allows the cuisine to cater to different regional tastes and dietary preferences, making it more accessible to a broader range of consumers. For instance, in some countries, Thai dishes are made less spicy to accommodate local palates, while in others, vegetarian and vegan alternatives are introduced to align with changing dietary habits.
Technology is playing a significant role in shaping the global Thai cuisine market, especially with the rise of digital platforms and food delivery services. The proliferation of food delivery apps and online ordering platforms has made it easier for consumers to access Thai food from the comfort of their homes. This convenience has led to a sharp increase in the demand for Thai food deliveries, especially in urban centers where busy lifestyles make it difficult for people to dine out regularly.
Additionally, social media platforms, such as Instagram, YouTube, and TikTok, have become powerful marketing tools for promoting Thai cuisine. The visual appeal of Thai dishes, with their vibrant colors and intricate presentation, has contributed to the rise of food influencers who showcase the preparation and enjoyment of Thai food online. These platforms have created a global community of food enthusiasts who share their experiences, recipes, and cooking tips, further driving the interest in Thai cuisine.
Recipe-sharing platforms and cooking blogs have also contributed to the growth of the Thai cuisine market by encouraging consumers to try preparing Thai dishes at home. The increasing availability of ready-to-use ingredients and sauces, both in supermarkets and online stores, has made it easier for individuals to recreate authentic Thai meals without having to source specialty items. The demand for these products is expected to continue to rise as home cooking becomes more popular.
As global interest in Thai food continues to grow, there are several key consumer preferences and trends shaping the Thai cuisine market. One of the most notable trends is the increasing demand for plant-based and vegetarian Thai dishes. With the rise of veganism and plant-based diets, many consumers are opting for Thai dishes that exclude meat and seafood, while still incorporating the bold flavors and fresh ingredients that define the cuisine. Dishes such as vegan Pad Thai, vegetarian green curry, and tofu-based Massaman curry have gained popularity, aligning with the growing demand for sustainable and cruelty-free food choices.
Another prominent trend is the growing interest in street food culture. Thai street food, with its wide variety of flavorful and affordable options, has gained global recognition for its authenticity and appeal. Dishes like Satay, Som Tum (green papaya salad), and Thai fish cakes have become popular street food staples that are now available in many international markets. The emphasis on street food-style preparation, fast service, and bold flavors continues to drive the appeal of Thai cuisine among younger generations seeking affordable yet high-quality dining experiences.
The emphasis on sustainability and ethical sourcing is also influencing the Thai cuisine market. More consumers are becoming aware of the environmental and ethical implications of their food choices. As a result, there is growing interest in locally sourced ingredients, as well as organic and fair-trade products. Thai restaurants and food producers are increasingly adopting sustainable practices by using locally grown produce, reducing food waste, and offering eco-friendly packaging for takeout orders.
The global Thai cuisine market can be divided based on type, application, and region.
Market Breakup by Type
Market Breakup by Application
Market Breakup by Region
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:
Despite the positive outlook for the Thai cuisine market, there are some challenges that could impact its growth. The complexity of authentic Thai recipes, with their intricate preparation methods and specific ingredients, can be a barrier to entry for both home cooks and restaurant owners seeking to replicate traditional dishes. Furthermore, the cost of importing specialty ingredients, such as Thai herbs and spices, can drive up the cost of operating Thai restaurants, potentially limiting their profitability.
Additionally, the rise of plant-based diets and alternative protein sources poses both a challenge and an opportunity for the Thai cuisine market. While the demand for plant-based Thai dishes is on the rise, traditional meat-based dishes still dominate many Thai menus, particularly in countries where meat consumption is deeply ingrained in the culture. Restaurants will need to adapt to shifting consumer preferences by offering a wider variety of plant-based and health-conscious options without compromising the essence of Thai cuisine.
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