PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1890772
PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1890772
Thai Cuisine Market Size, Share, Growth and Global Industry Analysis By Type & Application, Regional Insights and Forecast to 2024-2032
Growth Factors of Thai cuisine Market
The global Thai cuisine market continues to witness strong expansion driven by rising culinary tourism, increasing migration, and growing international demand for authentic Asian food. As per the latest industry estimates, the market was valued at USD 9.00 billion in 2024, is projected to reach USD 9.68 billion in 2025, and is expected to advance to USD 16.47 billion by 2032, growing at a CAGR of 7.88% during 2025-2032. With a 70.67% market share in 2024, the Asia Pacific region remains the dominant force, fueled by Thailand's thriving tourism sector, rich street food culture, and the strong presence of foodservice operators offering authentic Thai dishes.
Thai cuisine is widely recognized for its harmonious blend of sweet, salty, sour, bitter, and spicy flavors. Popular dishes such as Pad Thai, Tom Yum Goong, Thai curries, and Thai fried rice are now featured in menus across major global cities, reinforcing the global appeal of Thailand's culinary heritage. Key market participants include MTY Food Group Inc., Greyhound Cafe, Blue Elephant, Narathai Cuisine Co. Ltd., and Exquisine Global, all of which focus on expanding restaurant chains and packaged food portfolios.
Market Drivers
Government-Led Tourism Growth in Thailand
Thailand's tourism boom remains a major catalyst for the global Thai cuisine market. According to the Tourism Authority of Thailand (TAT), foreign arrivals are estimated to reach 40 million in 2025, with revenue expected to grow 7.5% over 2024. As tourists experience authentic Thai food during travel, global exposure increases, encouraging expansion of Thai restaurants worldwide. Initiatives like "WOW! Thailand Passport Privileges" aim to elevate tourist experiences, promoting hygienic and authentic Thai food.
Balanced Flavor Profile Enhancing Global Popularity
Thai cuisine stands out for its well-balanced flavor combinations featuring ingredients such as coconut milk, lemongrass, chilies, tamarind, lime leaves, and shrimp paste. This balance appeals to Western consumers seeking bold yet familiar flavors. Regional variations, influenced by neighboring countries such as China and India, further enrich Thai menus, enhancing global acceptance of traditional and fusion Thai foods.
Market Restraints
Raw Material Challenges and Availability of Substitutes
Authentic Thai dishes require specific ingredients that are often difficult for foodservice operators outside Thailand to procure at reasonable cost. This raises production expenses, making Thai cuisine comparatively more expensive for consumers. Additionally, competition from similar Asian cuisines-such as Vietnamese, Malaysian, and Cambodian food-acts as a restraint on market growth.
Market Opportunities
Rise of Global Thai Foodservice Expansion
Growing migration has accelerated the spread of Thai food culture worldwide. As of 2024, global Thai diaspora numbers include 256,642 Thai nationals in the U.S., 159,264 in South Korea, and 84,324 in Germany, among others. This diaspora has helped businesses introduce Thai cuisine in global markets. With over 17,478 Thai restaurants worldwide, demand is rising for certified, authentic Thai packaged products. Thailand's "Thai SELECT" certification further strengthens global trust in Thai culinary offerings.
Segmental Highlights
By Type
Pad Thai remains the leading segment due to worldwide popularity and accessibility.
Tom Yum is expected to hold 26% of the market in 2025, supported by rising packaged food launches.
Gaeng (curries) is projected to grow at a strong CAGR of 9.10% due to widespread appeal of red, green, and massaman curries.
By Food Type
The non-vegetarian segment dominated with 69% share in 2024, driven by dishes using chicken, shrimp, and pork. Vegetarian demand continues to rise due to health consciousness and sustainability trends.
By Distribution Channel
The foodservice segment is the market leader and is expected to grow at 7.95% CAGR, driven by QSR expansion, cloud kitchens, and rising online ordering. Retail Thai packaged foods are also expanding, with the segment expected to reach 24% share in 2025.
Regional Insights
Asia Pacific
Asia Pacific recorded USD 6.36 billion in 2024, reflecting its dominant position. Thailand's culinary tourism and strong street food presence drive regional growth. The region is expected to reach USD 1.24 billion in 2025, supported by expanding QSR and food retail networks.
North America
North America's demand continues to rise due to a growing appetite for cross-cultural cuisine. The U.S. market alone is expected to reach USD 1.04 billion in 2025.
Europe
Europe is forecasted to reach USD 0.96 billion in 2025, supported by strong street food culture and increasing demand for exotic flavors.
South America
The region is projected to reach USD 0.36 billion in 2025, driven by rising urbanization and cultural exposure to Thai cuisine.
Middle East & Africa
The UAE is emerging as a promising market, expected to reach USD 0.05 billion in 2025, supported by growth in imports and premium Thai food launches.
Conclusion
From USD 9.00 billion in 2024 to USD 16.47 billion by 2032, the Thai cuisine market is on a strong upward trajectory. Expanding tourism, global migration, diverse flavor profiles, and rising foodservice innovation continue to position Thai cuisine as one of the most influential culinary categories worldwide.
Segmentation By Type
- Tom Yum
- Pad Thai
- Gaeng
- Thai Fried Rice
- Others
By Food Type
- Vegetarian
- Non-Vegetarian
By Distribution Channel
- Retail
- Food Service
By Region
- North America (By Type, Food Type, Distribution Channel, and Country)
- U.S.
- Canada
- Mexico
- Europe (By Type, Food Type, Distribution Channel, and Country)
- Germany
- France
- U.K.
- Italy
- Spain
- Rest of Europe
- Asia Pacific (By Type, Food Type, Distribution Channel, and Country)
- China
- Japan
- India
- Australia
- Rest of Asia Pacific
- South America (By Type, Food Type, Distribution Channel, and Country)
- Brazil
- Argentina
- Rest of South America
- Middle East & Africa (By Type, Food Type, Distribution Channel, and Country)
- South Africa
- UAE
- Rest of the Middle East & Africa
Table of Content
1. Introduction
- 1.1. Research Scope
- 1.2. Market Segmentation
- 1.3. Research Methodology
- 1.4. Definitions and Assumptions
2. Executive Summary
3. Market Dynamics
- 3.1. Market Drivers
- 3.2. Market Restraints
- 3.3. Market Opportunities
4. Key Insights
- 4.1. Overview of Parent/Related Market
- 4.2. Supply Chain Landscape
- 4.3. Industry SWOT Analysis
- 4.4. New Product Launches, By Key Players
- 4.5. Key Industry Developments - Mergers, Acquisitions and Partnerships
- 4.6. Impact of COVID-19 on the Market
5. Global Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 5.1. Key Findings / Summary
- 5.2. Market Size Estimates and Forecast
- 5.2.1. By Type
- 5.2.1.1. Tom Yum
- 5.2.1.2. Pad Thai
- 5.2.1.3. Gaeng
- 5.2.1.4. Thai Fried Rice
- 5.2.1.5. Others
- 5.2.2. By Food Type
- 5.2.2.1. Vegetarian
- 5.2.2.2. Non-Vegetarian
- 5.2.3. By Distribution Channel
- 5.2.3.1. Retail
- 5.2.3.2. Food Service
- 5.2.4. By Region
- 5.2.4.1. North America
- 5.2.4.2. Europe
- 5.2.4.3. Asia Pacific
- 5.2.4.4. South America
- 5.2.4.5. Middle East & Africa
- 5.2.1. By Type
6. North America Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 6.1. Key Findings / Summary
- 6.2. Market Size Estimates and Forecast
- 6.2.1. By Type
- 6.2.1.1. Tom Yum
- 6.2.1.2. Pad Thai
- 6.2.1.3. Gaeng
- 6.2.1.4. Thai Fried Rice
- 6.2.1.5. Others
- 6.2.2. By Food Type
- 6.2.2.1. Vegetarian
- 6.2.2.2. Non-Vegetarian
- 6.2.3. By Distribution Channel
- 6.2.3.1. Retail
- 6.2.3.2. Food Service
- 6.2.4. By Country
- 6.2.4.1. U.S.
- 6.2.4.2. Canada
- 6.2.4.3. Mexico
- 6.2.1. By Type
7. Europe Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 7.1. Key Findings / Summary
- 7.2. Market Size Estimates and Forecast
- 7.2.1. By Type
- 7.2.1.1. Tom Yum
- 7.2.1.2. Pad Thai
- 7.2.1.3. Gaeng
- 7.2.1.4. Thai Fried Rice
- 7.2.1.5. Others
- 7.2.2. By Food Type
- 7.2.2.1. Vegetarian
- 7.2.2.2. Non-Vegetarian
- 7.2.3. By Distribution Channel
- 7.2.3.1. Retail
- 7.2.3.2. Food Service
- 7.2.4. By Country
- 7.2.4.1. U.K.
- 7.2.4.2. Germany
- 7.2.4.3. France
- 7.2.4.4. Spain
- 7.2.4.5. Italy
- 7.2.4.6. Rest of Europe
- 7.2.1. By Type
8. Asia Pacific Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 8.1. Key Findings / Summary
- 8.2. Market Size Estimates and Forecast
- 8.2.1. By Type
- 8.2.1.1. Tom Yum
- 8.2.1.2. Pad Thai
- 8.2.1.3. Gaeng
- 8.2.1.4. Thai Fried Rice
- 8.2.1.5. Others
- 8.2.2. By Food Type
- 8.2.2.1. Vegetarian
- 8.2.2.2. Non-Vegetarian
- 8.2.3. By Distribution Channel
- 8.2.3.1. Retail
- 8.2.3.2. Food Service
- 8.2.4. By Country
- 8.2.4.1. India
- 8.2.4.2. Australia
- 8.2.4.3. China
- 8.2.4.4. Japan
- 8.2.4.5. Rest of APAC
- 8.2.1. By Type
9. South America Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 9.1. Key Findings / Summary
- 9.2. Market Size Estimates and Forecast
- 9.2.1. By Type
- 9.2.1.1. Tom Yum
- 9.2.1.2. Pad Thai
- 9.2.1.3. Gaeng
- 9.2.1.4. Thai Fried Rice
- 9.2.1.5. Others
- 9.2.2. By Food Type
- 9.2.2.1. Vegetarian
- 9.2.2.2. Non-Vegetarian
- 9.2.3. By Distribution Channel
- 9.2.3.1. Retail
- 9.2.3.2. Food Service
- 9.2.4. By Country
- 9.2.4.1. Brazil
- 9.2.4.2. Argentina
- 9.2.4.3. Rest of South America
- 9.2.1. By Type
10. Middle East and Africa Thai Cuisine Market Analysis, Insights and Forecast, 2019-2032
- 10.1. Key Findings / Summary
- 10.2. Market Size Estimates and Forecast
- 10.2.1. By Type
- 10.2.1.1. Tom Yum
- 10.2.1.2. Pad Thai
- 10.2.1.3. Gaeng
- 10.2.1.4. Thai Fried Rice
- 10.2.1.5. Others
- 10.2.2. By Food Type
- 10.2.2.1. Vegetarian
- 10.2.2.2. Non-Vegetarian
- 10.2.3. By Distribution Channel
- 10.2.3.1. Retail
- 10.2.3.2. Food Service
- 10.2.4. By Country
- 10.2.4.1. South Africa
- 10.2.4.2. UAE
- 10.2.4.3. Rest of MEA
- 10.2.1. By Type
11. Competitive Matrix
- 11.1. Business Strategies Adopted by Leading Players
- 11.2. Global Thai Cuisine Market Ranking Analysis, By Key Companies, 2024
12. Company Profiles
- 12.1. Blue Elephant Group
- 12.1.1. Overview
- 12.1.2. Description
- 12.1.3. Product Portfolio
- 12.1.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.1.5. Recent Developments
- 12.2. Narathai Cuisine Co., Ltd. (Thailand)
- 12.2.1. Overview
- 12.2.2. Description
- 12.2.3. Product Portfolio
- 12.2.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.2.5. Recent Developments
- 12.3. Saneh Jaan (Thailand)
- 12.3.1. Overview
- 12.3.2. Description
- 12.3.3. Product Portfolio
- 12.3.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.3.5. Recent Developments
- 12.4. MTY Food Group Inc. (Canada)
- 12.4.1. Overview
- 12.4.2. Description
- 12.4.3. Product Portfolio
- 12.4.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.4.5. Recent Developments
- 12.5. Siam House DC, Inc. (U.S.)
- 12.5.1. Overview
- 12.5.2. Description
- 12.5.3. Product Portfolio
- 12.5.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.5.5. Recent Developments
- 12.6. Exquisine Global (Thailand)
- 12.6.1. Overview
- 12.6.2. Description
- 12.6.3. Product Portfolio
- 12.6.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.6.5. Recent Developments
- 12.7. McCormick & COMPANY, INCORPORATED (U.S.)
- 12.7.1. Overview
- 12.7.2. Description
- 12.7.3. Product Portfolio
- 12.7.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.7.5. Recent Developments
- 12.8. R-HAAN (Thailand)
- 12.8.1. Overview
- 12.8.2. Description
- 12.8.3. Product Portfolio
- 12.8.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.8.5. Recent Developments
- 12.9. Nahm Fine Thai Cuisine (U.S.)
- 12.9.1. Overview
- 12.9.2. Description
- 12.9.3. Product Portfolio
- 12.9.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.9.5. Recent Developments
- 12.10. Greyhound Cafe (U.K.)
- 12.10.1. Overview
- 12.10.2. Description
- 12.10.3. Product Portfolio
- 12.10.4. Financials (Data as available in the public domain and/or on paid databases)
- 12.10.5. Recent Developments
13. Strategic Recommendation
List of Tables
- Table 1: Projection of Climate Impacts on Thailand's Crops Yields
- Table 2: Global Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 3: Global Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 4: Global Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 5: Global Thai Cuisine Market Revenue (USD Billion) Forecast, By Region, 2019-2032
- Table 6: North America Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 7: North America Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 8: North America Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 9: North America Thai Cuisine Market Revenue (USD Billion) Forecast, By Country, 2019-2032
- Table 10: Europe Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 11: Europe Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 12: Europe Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 13: Europe Thai Cuisine Market Revenue (USD Billion) Forecast, By Country, 2019-2032
- Table 14: Asia Pacific Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 15: Asia Pacific Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 16: Asia Pacific Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 17: Asia Pacific Thai Cuisine Market Revenue (USD Billion) Forecast, By Country, 2019-2032
- Table 18: South America Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 19: South America Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 20: South America Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 21: South America Thai Cuisine Market Revenue (USD Billion) Forecast, By Country, 2019-2032
- Table 22: Middle East and Africa Thai Cuisine Market Revenue (USD Billion) Forecast, By Type, 2019-2032
- Table 23: Middle East and Africa Thai Cuisine Market Revenue (USD Billion) Forecast, By Food Type, 2019-2032
- Table 24: Middle East and Africa Thai Cuisine Market Revenue (USD Billion) Forecast, By Distribution Channel, 2019-2032
- Table 25: Middle East and Africa Thai Cuisine Market Revenue (USD Billion) Forecast, By Country, 2019-2032
- Table 26: Market Ranking Analysis, By Key Manufacturers
List of Figures
- Figure 1: Global Thai Cuisine Market Snapshot
- Figure 2: Number of Tourist Visiting Thailand, 2018 to 2024, In Million
- Figure 3: Key Countries of Tourist Visiting Thailand, 2024
- Figure 4: Number of Thai Restaurants Worldwide, 2023 (Outside Thailand)
- Figure 5: Estimated Number of International Migrants, 2000 vs 2024, In Millions
- Figure 6: Estimated Number of International Student Migrants,2019 to 2022, In Millions
- Figure 7: Change in International Tourist Arrivals in Different countries, 2019 vs 2020
- Figure 8: Global Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 9: Global Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 10: Global Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 11: Global Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 12: Global Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 13: Global Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 14: Global Thai Cuisine Market Value (USD Billion), by Region, 2024 & 2032
- Figure 15: Global Thai Cuisine Market Value Share (%), by Region, 2024
- Figure 16: % Of Restaurants in the U.S. serving Different Cuisines (March 2023)
- Figure 17: North America Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 18: North America Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 19: North America Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 20: North America Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 21: North America Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 22: North America Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 23: North America Thai Cuisine Market Value (USD Billion), by Country, 2024 & 2032
- Figure 24: North America Thai Cuisine Market Value Share (%), by Country, 2024
- Figure 25: Europe Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 26: Europe Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 27: Europe Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 28: Europe Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 29: Europe Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 30: Europe Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 31: Europe Thai Cuisine Market Value (USD Billion), by Country, 2024 & 2032
- Figure 32: Europe Thai Cuisine Market Value Share (%), by Country, 2024
- Figure 33: Real GDP growth; year-over-year (YOY) % change in Emerging Markets and Developing Economies
- Figure 34: People Willingness to Spend on Healthier Food
- Figure 35: Asia Pacific Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 36: Asia Pacific Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 37: Asia Pacific Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 38: Asia Pacific Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 39: Asia Pacific Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 40: Asia Pacific Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 41: Asia Pacific Thai Cuisine Market Value (USD Billion), by Country, 2024 & 2032
- Figure 42: Asia Pacific Thai Cuisine Market Value Share (%), by Country, 2024
- Figure 43: South America Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 44: South America Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 45: South America Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 46: South America Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 47: South America Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 48: South America Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 49: South America Thai Cuisine Market Value (USD Billion), by Country, 2024 & 2032
- Figure 50: South America Thai Cuisine Market Value Share (%), by Country, 2024
- Figure 51: Middle East and Africa Thai Cuisine Market Value (USD Billion), by Type, 2024 & 2032
- Figure 52: Middle East and Africa Thai Cuisine Market Value Share (%), by Type, 2024
- Figure 53: Middle East and Africa Thai Cuisine Market Value (USD Billion), by Food Type, 2024 & 2032
- Figure 54: Middle East and Africa Thai Cuisine Market Value Share (%), by Food Type, 2024
- Figure 55: Middle East and Africa Thai Cuisine Market Value (USD Billion), by Distribution Channel, 2024 & 2032
- Figure 56: Middle East and Africa Thai Cuisine Market Value Share (%), by Distribution Channel, 2024
- Figure 57: Middle East and Africa Thai Cuisine Market Value (USD Billion), by Country, 2024 & 2032
- Figure 58: Middle East and Africa Thai Cuisine Market Value Share (%), by Country, 2024
- Figure 59: Key Strategies Adopted by Thai Cuisine Companies, 2019-2025
