BANGKOK, Thailand – Thailand’s ice cream market is enjoying an unexpected boost during the rainy season, with GrabFood reporting a 70% surge in ice cream orders over the past two weeks, driven by the viral “Ultra Smooth Gelato Effect” that has sparked renewed consumer interest in frozen desserts. The surge, recorded between July 15 and 29, 2026, has helped energize Thailand’s ฿25 billion ice cream market, with first-time ice cream buyers accounting for 40% of new orders through the food delivery platform.
GrabFood, Thailand’s leading food delivery platform, said the viral gelato trend has influenced consumer behavior both online and offline, creating opportunities for major brands, specialty ice cream shops, and smaller dessert businesses. “Normally, ice cream sales increase during the hot season or festive periods. However, this year we have seen significant growth in July despite the rainy season,” said Jirakit Kwangsuksathit, Deputy Managing Director of Grab Thailand’s Delivery Business.
He said the viral trend around “ultra smooth gelato” has created a ripple effect across the entire ice cream industry, benefiting large brands, boutique gelato shops, and delivery platforms. During the two-week period, GrabFood recorded a 70% increase in ice cream orders, while orders for packaged ice cream through GrabMart doubled as consumers stocked up for home consumption.
The trend also attracted new customers, with 40% of ice cream orders coming from users who had never previously ordered ice cream through the platform. Grab said the phenomenon highlights the growing influence of social media trends on Thai consumer behavior, particularly among urban consumers who may not always visit viral stores in person but seek alternative products at more accessible prices.
Chocolate remains Thailand’s most popular ice cream flavor, accounting for more than 70% of orders, followed by vanilla and matcha. Meanwhile, pistachio has emerged as the fastest-growing flavor among consumers. Specialty ice cream shops have also benefited from the trend, with overall sales increasing twofold. Popular specialty brands include Guss Damn Good, Molto Gelato, GERTO Gelato and Daddy Don’t Know. However, major brands continue to dominate delivery sales, with Swensen’s, Dairy Queen and MIXUE remaining among the top-selling ice cream providers on the platform. Consumer loyalty has also remained strong, with 60% of customers being repeat buyers, while average spending per ice cream order ranged between baht 150 and baht 300.
The five provinces recording the highest ice cream order volumes were Bangkok, Chonburi, Chiang Mai, Phuket and Khon Kaen. Interest in gelato has also surged online, with searches for “Gelato” on both GrabFood and GrabMart increasing more than six times compared with normal levels. Grab said the trend demonstrates how viral food movements can quickly reshape consumer demand and create new opportunities for businesses that can respond quickly to changing tastes.
