タイの消費者向けフードサービス市場

タイの消費者向けフードサービスは2023年に好調な業績を記録し、現在の販売額は大流行前の水準を上回っています。成長の原動力となったのは、消費者の仕事場への復帰、旅行回数の増加、家族や友人との定期的な接触など、通常の生活パターンの復活です。2022年10月に残っていた入国規制がすべて解除されたことを受け、インバウンド観光の回復が続いていることも売上を後押ししました。

当レポートでは、タイの消費者向けフードサービスについて調査し、市場の概要とともに、競合環境、市場の主要参入企業とブランド、今後5年間の発展予測などをまとめています。

目次

エグゼクティブサマリー

市場データ

免責事項

情報源

タイの期間限定レストラン

主要なデータ調査結果

2023年の発展

• 2023年は観光業の復活で着実に成長
• アウトレットの拡大が重要な戦略として浮上
• マクドナルドはZ世代をターゲットにすることで成功を収める

見通しと機会

• 観光業の復活は成長を促進しますが、消費者はより質の高い食事体験を求める
• ポップカルチャーは若い消費者の共感を呼ぶ
• ファストフード企業はより持続可能な企業になることを目指す

カテゴリーデータ

タイのカフェ/バー

主要なデータ調査結果

2023年の発展

• 堅調な成長にもかかわらず、プロモーション戦略は価格に敏感な消費者を魅了するのに役立つ
• 需要増加を受けてチェーンカフェが店舗拡大戦略を再開
• コーヒー文化の成長に伴い、宅配サービスも引き続き人気

見通しと機会

• 国際観光客の帰還が成長を促進する
• コーヒー文化の成長がコーヒーと紅茶の専門店の繁栄につながる
• 健康とウェルネスのトレンドがより健康的なオプションへの需要を促進

カテゴリーデータ

タイのフルサービスレストラン

主要なデータ調査結果

2023年の発展

• 観光客の回復がフルサービスのレストランの復活を促進
• アジア料理の人気の高まりがフルサービスのレストランの成長を促進
• 高い運営コストがフルサービスのレストラン業界の課題となっている

見通しと機会

• フルサービスのレストランは運営コストの上昇という課題に直面する
• 健康とウェルネスのトレンドにより、プレーヤーがさまざまな食事の好みに対応できる機会が生まれます
• ダイニング体験と持続可能性をより重視

カテゴリーデータ

タイのセルフサービスのカフェテリア

主要なデータ調査結果

2023年の発展

• セルフサービスのカフェテリアは依然としてニッチなカテゴリーであり、イケアレストランがその先頭に立っている
• タイの地元の味に焦点を当てる
• イケアの新店舗に国内最大のレストランがオープン

見通しと機会

• イケア・レストランは、消費者により大きな価値を提供するために戦略的なプロモーションを実施
• 季節限定メニューのイントロダクションで消費者の関心を高める
• セルフサービスのカフェテリアは、手頃な価格のメニューオプションを提供することで、消費者の価格に対する敏感度の高まりから利益を得る可能性がある

カテゴリーデータ

タイの屋台/キオスク

主要なデータ調査結果

2023年の発展

• 観光業の復活で露店やキオスクの売上が増加
• タピオカティーがタイの屋台やキオスクの成長を牽引
• 競合情勢は依然として非常に細分化

見通しと機会

• 観光復興の恩恵を受ける露店/キオスク
• 小売店への客足の増加は売上の押し上げにつながる
• 消費者は手頃な価格を優先

カテゴリーデータ

タイの消費者向けフードサービス、地域別

主要なデータ調査結果

2023年の発展

• 小売店の拠点は、消費者のモビリティのレベルが向上することで恩恵を受ける
• 独立した場所に重点を置く
• インバウンドの復活で旅行・宿泊業の売上が拡大

見通しと機会

• タイの観光産業の回復があらゆる場所の成長の鍵となる
• 旅行および宿泊施設は最もダイナミックな成長を遂げる
• 新しいショッピングモールのオープンに伴い、小売店の魅力もさらに高まる

カテゴリーデータ

Consumer foodservice in Thailand registered a buoyant performance in 2023, with current value sales exceeding pre-pandemic levels. Growth was driven by the revival of normal lifestyle patterns, including the return of consumers to their physical workspaces, increasing amounts of travel and more regular contact with family and friends. The ongoing recovery of inbound tourism also helped fuel sales, following the lifting of all remaining entry restrictions in October 2022. As fears surrounding the...

Euromonitor International's Consumer Foodservice in Thailand report offers a comprehensive guide to the size and shape of the market at a national level. It provides foodservice sales, the number of outlets and the number of transactions by sector, allowing you to identify the foodservice sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they eating habits, lifestyle changes, tourism spending or legislative issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Consumer Foodservice by Fulfillment, Consumer Foodservice by Location, Consumer Foodservice by Ordering Platform, Consumer Foodservice by Type.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Foodservice market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer foodservice in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Independent foodservice developments
• What next for consumer foodservice?

MARKET DATA

• Table 1 Units, Transactions and Value Sales in Consumer Foodservice 2018-2023
• Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2018-2023
• Table 3 Consumer Foodservice by Independent vs Chained by Type: Units/Outlets 2023
• Table 4 Consumer Foodservice by Independent vs Chained: % Foodservice Value 2018-2023
• Table 5 Sales in Consumer Foodservice by Food vs Drink Split: % Foodservice Value 2018-2023
• Table 6 Sales in Consumer Foodservice by Food vs Drink Split by Type: % Foodservice Value 2023
• Table 7 Sales in Consumer Foodservice by Location: % Foodservice Value 2018-2023
• Table 8 Sales in Consumer Foodservice by Fulfillment: % Foodservice Value 2018-2023
• Table 9 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2019-2023
• Table 10 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2020-2023
• Table 11 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2023
• Table 12 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2023-2028
• Table 13 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LIMITED-SERVICE RESTAURANTS IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Steady growth in 2023, driven by revival of tourism
• Outlet expansion emerges as a key strategy
• McDonald's achieves success through targeting Gen Z demographic

PROSPECTS AND OPPORTUNITIES

• Revival of tourism will fuel growth, but consumers will seek out higher quality dining experiences
• Pop culture will resonate with young consumers
• Fast-food players will look to become more sustainable

CATEGORY DATA

• Table 14 Limited-Service Restaurants by Category: Units/Outlets 2018-2023
• Table 15 Sales in Limited-Service Restaurants by Category: Number of Transactions 2018-2023
• Table 16 Sales in Limited-Service Restaurants by Category: Foodservice Value 2018-2023
• Table 17 Limited-Service Restaurants by Category: % Units/Outlets Growth 2018-2023
• Table 18 Sales in Limited-Service Restaurants by Category: % Transaction Growth 2018-2023
• Table 19 Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2018-2023
• Table 20 GBO Company Shares in Chained Limited-Service Restaurants: % Foodservice Value 2019-2023
• Table 21 GBN Brand Shares in Chained Limited-Service Restaurants: % Foodservice Value 2020-2023
• Table 22 Forecast Limited-Service Restaurants by Category: Units/Outlets 2023-2028
• Table 23 Forecast Sales in Limited-Service Restaurants by Category: Number of Transactions 2023-2028
• Table 24 Forecast Sales in Limited-Service Restaurants by Category: Foodservice Value 2023-2028
• Table 25 Forecast Limited-Service Restaurants by Category: % Units/Outlets Growth 2023-2028
• Table 26 Forecast Sales in Limited-Service Restaurants by Category: % Transaction Growth 2023-2028
• Table 27 Forecast Sales in Limited-Service Restaurants by Category: % Foodservice Value Growth 2023-2028

CAFES/BARS IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Despite robust growth, promotional strategies are instrumental in luring price sensitive consumers
• Chained cafes resume outlet expansion strategies amidst increased demand
• Delivery services remain popular, in keeping with growing coffee culture

PROSPECTS AND OPPORTUNITIES

• Return of international tourism will fuel growth
• Growing coffee culture will lead specialist coffee and tea shops to thrive
• Health and wellness trend will fuel demand for healthier options

CATEGORY DATA

• Table 28 Cafes/Bars by Category: Units/Outlets 2018-2023
• Table 29 Sales in Cafes/Bars by Category: Number of Transactions 2018-2023
• Table 30 Sales in Cafes/Bars by Category: Foodservice Value 2018-2023
• Table 31 Cafes/Bars by Category: % Units/Outlets Growth 2018-2023
• Table 32 Sales in Cafes/Bars by Category: % Transaction Growth 2018-2023
• Table 33 Sales in Cafes/Bars by Category: % Foodservice Value Growth 2018-2023
• Table 34 GBO Company Shares in Chained Cafes/Bars: % Foodservice Value 2019-2023
• Table 35 GBN Brand Shares in Chained Cafes/Bars: % Foodservice Value 2020-2023
• Table 36 Forecast Cafes/Bars by Category: Units/Outlets 2023-2028
• Table 37 Forecast Sales in Cafes/Bars by Category: Number of Transactions 2023-2028
• Table 38 Forecast Sales in Cafes/Bars by Category: Foodservice Value 2023-2028
• Table 39 Forecast Cafes/Bars by Category: % Units/Outlets Growth 2023-2028
• Table 40 Forecast Sales in Cafes/Bars by Category: % Transaction Growth 2023-2028
• Table 41 Forecast Sales in Cafes/Bars by Category: % Foodservice Value Growth 2023-2028

FULL-SERVICE RESTAURANTS IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Rebound of tourism fuels revival of full-service restaurants
• Surging popularity of Asian cuisine drives growth of full-service restaurants
• High operational costs present challenge for full-service restaurant industry

PROSPECTS AND OPPORTUNITIES

• Full-service restaurants will face challenges in terms of rising operational costs
• Health and wellness trend will create opportunities for players to cater to various dietary preferences
• Greater focus on dining experience and sustainability

CATEGORY DATA

• Table 42 Full-Service Restaurants by Category: Units/Outlets 2018-2023
• Table 43 Sales in Full-Service Restaurants by Category: Number of Transactions 2018-2023
• Table 44 Sales in Full-Service Restaurants by Category: Foodservice Value 2018-2023
• Table 45 Full-Service Restaurants by Category: % Units/Outlets Growth 2018-2023
• Table 46 Sales in Full-Service Restaurants by Category: % Transaction Growth 2018-2023
• Table 47 Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2018-2023
• Table 48 GBO Company Shares in Chained Full-Service Restaurants: % Foodservice Value 2019-2023
• Table 49 GBN Brand Shares in Chained Full-Service Restaurants: % Foodservice Value 2020-2023
• Table 50 Forecast Full-Service Restaurants by Category: Units/Outlets 2023-2028
• Table 51 Forecast Sales in Full-Service Restaurants by Category: Number of Transactions 2023-2028
• Table 52 Forecast Sales in Full-Service Restaurants by Category: Foodservice Value 2023-2028
• Table 53 Forecast Full-Service Restaurants by Category: % Units/Outlets Growth 2023-2028
• Table 54 Forecast Sales in Full-Service Restaurants by Category: % Transaction Growth 2023-2028
• Table 55 Forecast Sales in Full-Service Restaurants by Category: % Foodservice Value Growth 2023-2028

SELF-SERVICE CAFETERIAS IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Self-service cafeterias remain a niche category, with Ikea Restaurant leading the way
• Focus on local Thai tastes
• Ikea's new outlet unveils largest restaurant in the country

PROSPECTS AND OPPORTUNITIES

• Ikea Restaurant will implement strategic promotions to offer greater value to consumers
• Introduction of seasonal menus will generate consumer interest
• Self-service cafeterias could gain from increased price sensitivity of consumers by offering affordable menu options

CATEGORY DATA

• Table 56 Self-Service Cafeterias: Units/Outlets 2018-2023
• Table 57 Sales in Self-Service Cafeterias: Number of Transactions 2018-2023
• Table 58 Sales in Self-Service Cafeterias: Foodservice Value 2018-2023
• Table 59 Sales in Self-Service Cafeterias: % Units/Outlets Growth 2018-2023
• Table 60 Sales in Self-Service Cafeterias: % Transaction Growth 2018-2023
• Table 61 Sales in Self-Service Cafeterias: % Foodservice Value Growth 2018-2023
• Table 62 GBO Company Shares in Chained Self-Service Cafeterias: % Foodservice Value 2019-2023
• Table 63 GBN Brand Shares in Chained Self-Service Cafeterias: % Foodservice Value 2020-2023
• Table 64 Forecast Self-Service Cafeterias: Units/Outlets 2023-2028
• Table 65 Forecast Sales in Self-Service Cafeterias: Number of Transactions 2023-2028
• Table 66 Forecast Sales in Self-Service Cafeterias: Foodservice Value 2023-2028
• Table 67 Forecast Self-Service Cafeterias: % Units/Outlets Growth 2023-2028
• Table 68 Forecast Sales in Self-Service Cafeterias: % Transaction Growth 2023-2028
• Table 69 Forecast Sales in Self-Service Cafeterias: % Foodservice Value Growth 2023-2028

STREET STALLS/KIOSKS IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Revival of tourism boosts sales via street stalls and kiosks
• Bubble tea drives growth in Thailand's street stalls and kiosks
• Competitive landscape remains highly fragmented

PROSPECTS AND OPPORTUNITIES

• Street stalls/kiosks to benefit from tourism revival
• Increase in footfall in retail locations should provide boost to sales
• Consumers will prioritise affordability

CATEGORY DATA

• Table 70 Street Stalls/Kiosks: Units/Outlets 2018-2023
• Table 71 Sales in Street Stalls/Kiosks: Number of Transactions 2018-2023
• Table 72 Sales in Street Stalls/Kiosks: Foodservice Value 2018-2023
• Table 73 Street Stalls/Kiosks: % Units/Outlets Growth 2018-2023
• Table 74 Sales in Street Stalls/Kiosks: % Transaction Growth 2018-2023
• Table 75 Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2018-2023
• Table 76 GBO Company Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2019-2023
• Table 77 GBN Brand Shares in Chained Street Stalls/Kiosks: % Foodservice Value 2020-2023
• Table 78 Forecast Street Stalls/Kiosks: Units/Outlets 2023-2028
• Table 79 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2023-2028
• Table 80 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2023-2028
• Table 81 Forecast Street Stalls/Kiosks: % Units/Outlets Growth 2023-2028
• Table 82 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2023-2028
• Table 83 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2023-2028

CONSUMER FOODSERVICE BY LOCATION IN THAILAND

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Retail locations benefit from increased levels of consumer mobility
• Greater focus on standalone locations
• Revival of inbound tourism boosts sales in travel and lodging locations

PROSPECTS AND OPPORTUNITIES

• Recovery of Thailand's tourism industry will be key to growth across all locations
• Travel and lodging locations will see most dynamic growth
• Retail locations should see increased appeal, alongside opening of new shopping malls

CATEGORY DATA

• Table 84 Consumer Foodservice by Location: Units/Outlets 2018-2023
• Table 85 Sales in Consumer Foodservice by Location: Number of Transactions 2018-2023
• Table 86 Sales in Consumer Foodservice by Location: Foodservice Value 2018-2023
• Table 87 Consumer Foodservice by Location: % Units/Outlets Growth 2018-2023
• Table 88 Sales in Consumer Foodservice by Location: % Transaction Growth 2018-2023
• Table 89 Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2018-2023
• Table 90 Consumer Foodservice through Standalone: Units/Outlets 2018-2023
• Table 91 Sales in Consumer Foodservice through Standalone: Number of Transactions 2018-2023
• Table 92 Sales in Consumer Foodservice through Standalone: Foodservice Value 2018-2023
• Table 93 Consumer Foodservice through Standalone: % Units/Outlets Growth 2018-2023
• Table 94 Sales in Consumer Foodservice through Standalone: % Transaction Growth 2018-2023
• Table 95 Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2018-2023
• Table 96 Consumer Foodservice through Leisure: Units/Outlets 2018-2023
• Table 97 Sales in Consumer Foodservice through Leisure: Number of Transactions 2018-2023
• Table 98 Sales in Consumer Foodservice through Leisure: Foodservice Value 2018-2023
• Table 99 Consumer Foodservice through Leisure: % Units/Outlets Growth 2018-2023
• Table 100 Sales in Consumer Foodservice through Leisure: % Transaction Growth 2018-2023
• Table 101 Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2018-2023
• Table 102 Consumer Foodservice through Retail: Units/Outlets 2018-2023
• Table 103 Sales in Consumer Foodservice through Retail: Number of Transactions 2018-2023
• Table 104 Sales in Consumer Foodservice through Retail: Foodservice Value 2018-2023
• Table 105 Consumer Foodservice through Retail: % Units/Outlets Growth 2018-2023
• Table 106 Sales in Consumer Foodservice through Retail: % Transaction Growth 2018-2023
• Table 107 Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2018-2023
• Table 108 Consumer Foodservice through Lodging: Units/Outlets 2018-2023
• Table 109 Sales in Consumer Foodservice through Lodging: Number of Transactions 2018-2023
• Table 110 Sales in Consumer Foodservice through Lodging: Foodservice Value 2018-2023
• Table 111 Consumer Foodservice through Lodging: % Units/Outlets Growth 2018-2023
• Table 112 Sales in Consumer Foodservice through Lodging: % Transaction Growth 2018-2023
• Table 113 Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2018-2023
• Table 114 Consumer Foodservice through Travel: Units/Outlets 2018-2023
• Table 115 Sales in Consumer Foodservice through Travel: Number of Transactions 2018-2023
• Table 116 Sales in Consumer Foodservice through Travel: Foodservice Value 2018-2023
• Table 117 Consumer Foodservice through Travel: % Units/Outlets Growth 2018-2023
• Table 118 Sales in Consumer Foodservice through Travel: % Transaction Growth 2018-2023
• Table 119 Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2018-2023
• Table 120 Forecast Consumer Foodservice by Location: Units/Outlets 2023-2028
• Table 121 Forecast Sales in Consumer Foodservice by Location: Number of Transactions 2023-2028
• Table 122 Forecast Sales in Consumer Foodservice by Location: Foodservice Value 2023-2028
• Table 123 Forecast Consumer Foodservice by Location: % Units/Outlets Growth 2023-2028
• Table 124 Forecast Sales in Consumer Foodservice by Location: % Transaction Growth 2023-2028
• Table 125 Forecast Sales in Consumer Foodservice by Location: % Foodservice Value Growth 2023-2028
• Table 126 Forecast Consumer Foodservice through Standalone: Units/Outlets 2023-2028
• Table 127 Forecast Sales in Consumer Foodservice through Standalone: Number of Transactions 2023-2028
• Table 128 Forecast Sales in Consumer Foodservice through Standalone: Foodservice Value 2023-2028
• Table 129 Forecast Consumer Foodservice through Standalone: % Units/Outlets Growth 2023-2028
• Table 130 Forecast Sales in Consumer Foodservice through Standalone: % Transaction Growth 2023-2028
• Table 131 Forecast Sales in Consumer Foodservice through Standalone: % Foodservice Value Growth 2023-2028
• Table 132 Forecast Consumer Foodservice through Leisure: Units/Outlets 2023-2028
• Table 133 Forecast Sales in Consumer Foodservice through Leisure: Number of Transactions 2023-2028
• Table 134 Forecast Sales in Consumer Foodservice through Leisure: Foodservice Value 2023-2028
• Table 135 Forecast Consumer Foodservice through Leisure: % Units/Outlets Growth 2023-2028
• Table 136 Forecast Sales in Consumer Foodservice through Leisure: % Transaction Growth 2023-2028
• Table 137 Forecast Sales in Consumer Foodservice through Leisure: % Foodservice Value Growth 2023-2028
• Table 138 Forecast Consumer Foodservice through Retail: Units/Outlets 2023-2028
• Table 139 Forecast Sales in Consumer Foodservice through Retail: Number of Transactions 2023-2028
• Table 140 Forecast Sales in Consumer Foodservice through Retail: Foodservice Value 2023-2028
• Table 141 Forecast Consumer Foodservice through Retail: % Units/Outlets Growth 2023-2028
• Table 142 Forecast Sales in Consumer Foodservice through Retail: % Transaction Growth 2023-2028
• Table 143 Forecast Sales in Consumer Foodservice through Retail: % Foodservice Value Growth 2023-2028
• Table 144 Forecast Consumer Foodservice through Lodging: Units/Outlets 2023-2028
• Table 145 Forecast Sales in Consumer Foodservice through Lodging: Number of Transactions 2023-2028
• Table 146 Forecast Sales in Consumer Foodservice through Lodging: Foodservice Value 2023-2028
• Table 147 Forecast Consumer Foodservice through Lodging: % Units/Outlets Growth 2023-2028
• Table 148 Forecast Sales in Consumer Foodservice through Lodging: % Transaction Growth 2023-2028
• Table 149 Forecast Sales in Consumer Foodservice through Lodging: % Foodservice Value Growth 2023-2028
• Table 150 Forecast Consumer Foodservice through Travel: Units/Outlets 2023-2028
• Table 151 Forecast Sales in Consumer Foodservice through Travel: Number of Transactions 2023-2028
• Table 152 Forecast Sales in Consumer Foodservice through Travel: Foodservice Value 2023-2028
• Table 153 Forecast Consumer Foodservice through Travel: % Units/Outlets Growth 2023-2028
• Table 154 Forecast Sales in Consumer Foodservice through Travel: % Transaction Growth 2023-2028
• Table 155 Forecast Sales in Consumer Foodservice through Travel: % Foodservice Value Growth 2023-2028