Key Drivers of Thailand’s Snack Market Growth
Health-Conscious Evolution: Balancing Indulgence and Well-being
Thai consumers are becoming more intentional about their snacking choices, seeking a balance between indulgence, health benefits, and affordability. Three categories stand out with more than 50% household penetration and continued growth momentum:
Ice Cream: Retains strong seasonal demand, especially in warmer months, fuelled by indulgent cravings and climate conditions.
Nuts: Rising in popularity as a healthier option, reflecting the shift towards better-for-you choices.
Biscuits: A household staple, suitable across multiple occasions and supported by frequent promotions.
By contrast, categories perceived as less healthy—such as potato crisps and extruded snacks—face stagnant sales and limited penetration growth. This highlights a growing desire for snacks that provide enjoyment without compromising health goals.
Innovation as a Growth Catalyst
The number of new product developments (NPDs) has surged, with over 100 launches in the past year across both sweet and savoury categories, including seasonal variants. Innovation is critical in sparking consumer interest, sustaining engagement, and meeting the evolving needs of health-conscious shoppers who seek indulgence, functionality, and convenience.
The key questions for brands are: Which segments are most receptive to innovation, and how can launches be designed to drive repeat purchases and strengthen loyalty?
Spotlight on Gen Z: The Growth Engine of OOH Snacking
Among all demographic groups, Gen Z (aged 15–27) is the most influential in shaping the OOH snack market:
They are highly engaged with new product launches, adventurous flavours, and experiential formats.
Compared with Millennials and Gen X, they are more exploratory and respond strongly to influencer- and entertainment-led marketing.
Gen Z typically purchase over three types of sweet snacks and about five types of savoury snacks, reflecting a broad and adventurous repertoire. This openness presents significant opportunities for brands to embed themselves into Gen Z’s regular consideration set.
Strategic Levers: Capturing Gen Z’s Attention
In today’s competitive market, brands must innovate to maintain visibility and relevance. Two proven approaches resonate strongly with Gen Z:
Cartoon Character Collaborations: Co-branding with franchises such as Pokémon or Minions adds a collectible and emotional dimension, boosting excitement and impulse purchasing.
Celebrity & Influencer Campaigns: Leveraging popular personalities through large-scale campaigns (e.g., “Lucky Fan” promotions) enhances emotional connection and virality.
These strategies underscore the importance of cultural relevance, storytelling, and targeted engagement in driving modern brand success.
Thailand’s snacking behaviours are being redefined by the interplay of health, indulgence, innovation, and generational dynamics. To unlock full market potential, brands must remain agile, data-driven, and culturally attuned—particularly to the evolving needs of Gen Z, the driving force of OOH snacking growth.
