Fresh Vegetables - Thailand

Thailand

Highlights

Revenue in the Fresh Vegetables market amounts to US$7.28bn in 2024. The market is expected to grow annually by 4.69% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$101.30 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 3.99bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 2.7% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 49.8kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Thailand is experiencing minimal growth, influenced by factors such as fluctuating weather conditions, changing consumer preferences, and increased competition from imported products, which challenge local producers to innovate and maintain quality.

Customer preferences: Consumers in Thailand's Fresh Vegetables Market are increasingly prioritizing organic and locally sourced produce, reflecting a growing awareness of health and sustainability. This trend is particularly evident among younger demographics who value transparency in sourcing and are influenced by global health movements. Additionally, urbanization has led to a rise in demand for convenience, prompting a preference for pre-packaged and ready-to-eat vegetable options. Social media plays a significant role, as food influencers shape perceptions and drive interest in diverse vegetable varieties and innovative recipes.

Trends in the market: In Thailand, the Fresh Vegetables Market is experiencing a significant shift towards organic and locally sourced produce, driven by a heightened consumer awareness of health and sustainability. This trend is gaining momentum particularly among younger consumers, who prioritize transparency in sourcing and are influenced by global health movements. Additionally, urbanization is fostering a demand for convenience, leading to a preference for pre-packaged and ready-to-eat vegetable options. The impact of social media is notable, as food influencers shape consumer perceptions and spark interest in diverse vegetable varieties and innovative cooking methods, creating new opportunities for industry stakeholders to engage with health-conscious consumers.

Local special circumstances: In Thailand, the Fresh Vegetables Market is shaped by its tropical climate, which allows for year-round cultivation of diverse produce, including unique local varieties. The cultural emphasis on fresh ingredients in traditional Thai cuisine drives consumer demand for high-quality vegetables. Additionally, government initiatives promoting organic farming and sustainability are gaining traction, encouraging farmers to adopt eco-friendly practices. The rise of community-supported agriculture reflects a shift towards local sourcing, further differentiating the market and aligning with health-conscious consumer preferences.

Underlying macroeconomic factors: The Fresh Vegetables Market in Thailand is significantly influenced by macroeconomic factors such as the country’s economic growth, agricultural policies, and global trade dynamics. Thailand's robust GDP growth fosters consumer spending and increases demand for fresh produce. Moreover, favorable fiscal policies, including subsidies for organic farming and investments in agricultural infrastructure, enhance the productivity and sustainability of vegetable farming. Global trends, such as rising health consciousness and increasing demand for organic products, further drive the market. Additionally, fluctuations in exchange rates and trade agreements impact import and export dynamics, shaping the competitive landscape of the fresh vegetables sector.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.