BANGKOK, Thailand – Thailand’s ice cream market is expected to reach 12.6 billion baht in 2026, with changing consumer behavior and four major trends reshaping competition, according to the Trade Policy and Strategy Office (TPSO).
Nanthapong Jiralerdpong, director of the TPSO under the Ministry of Commerce, said ice cream businesses are no longer competing simply on their ability to provide relief from the heat. Consumers, particularly younger generations, are increasingly looking for new experiences while also paying greater attention to health and nutrition. Data from global market research company Euromonitor International projects Thailand’s ice cream market will grow 4% this year, supported by hot weather linked to El Niño and a gradual recovery in purchasing power.
Ready-to-eat ice cream accounts for more than 90% of total sales, reflecting the popularity of buying ice cream for refreshment during the day through convenience stores and traditional shops in communities across the country. The TPSO identified four key trends shaping the market.
Fan-powered marketing: Brands are increasingly working with T-Pop artists, young actors and influencers to reach Gen Z consumers, who tend to experiment with new products and share their experiences on social media. Campaigns built around fan communities can create engagement and encourage purchases.
Innovation and novelty: Producers are introducing new formats and textures beyond traditional sticks and cones, including shaved ice-style products, mochi ice cream, ice cream sandwiches and multi-layer combinations of chocolate, fruit and cream. Regular limited-edition flavours are also being used to encourage consumers to try new products and return for more.
Affordable premium products: Despite economic challenges, consumers continue to spend on small personal treats. Many are willing to pay slightly more for better quality, premium flavours or attractive packaging, making affordable premium products an important driver of market value.
Taste comes first: Health-conscious consumers are increasingly seeking reduced-sugar, lower-fat and fruit-based options, but taste, richness and texture remain key factors in purchasing decisions.
Products that offer a more manageable sense of indulgence while maintaining the taste consumers expect are therefore gaining attention. The TPSO noted that products focused heavily on health benefits, including plant-based ice cream, still face challenges in reaching the mainstream market.
Nanthapong said Thai ice cream businesses need to adapt their strategies by creating new consumer experiences, using innovation and social media while balancing taste, value and health considerations.
Businesses that can add value, develop products quickly in response to trends and build distinctive brands will be better positioned to expand both domestically and internationally, he said.
Thailand’s ice cream exports were worth US$136.3 million, or about 4.477 billion baht, in 2025, down 0.77% from the previous year. Despite the decline, Thailand remained Asia’s largest ice cream exporter and ranked 12th globally, accounting for 1.9% of worldwide export value.
The country’s five largest export markets were Malaysia, the Philippines, Singapore, Vietnam and South Korea, highlighting the continued international competitiveness of Thailand’s ice cream industry.
