Page 37 - FoodFocusThailand No.238 January-February 2026

SPECIAL REPORT

By contrast, several key agricultural commodities 2. Flavor & Experience: In an era where “new flavors”
experienced significant declines. Rice exports fell by define the experience, consumers seek foods that are exciting
approximately 20–25%, reflecting intense price competition and distinctive. Fusion cuisine and umami flavors are widely
from India and Vietnam, the appreciation of the Thai baht, and adopted as sources of inspiration, such as Japanese tofu
weakening global demand. Other primary agricultural products basil stir-fry or Thai herbal latte beverages. Cross-brand
and certain frozen seafood items also contracted due to rising collaborations between companies with distinct identities are
production costs, raw material constraints, and intensified also emerging to create unique and differentiated products.
competition. Meanwhile, snacks and desserts increasingly emphasize
texture and playful eating experiences, creating emotional
Geopolitical Tensions and Global Oversupply engagement beyond taste alone.
Intensify Competition 3. Food Safety, Security, Sustainability & Transparency:
Climate-related risks have emerged as an increasingly Sustainability has become a new industry standard. Consumers
important structural challenge. Extreme weather events, prioritize locally sourced ingredients, food waste reduction,
including droughts and floods, have disrupted agricultural and environmentally friendly packaging. They also expect
output and reduced supply consistency. As food security transparency regarding food origins through traceability
and supply resilience become higher priorities for importing systems such as QR codes or blockchain technology to build
countries, Thailand must transition from seasonal, volume- trust. Many Thai brands, particularly export-oriented companies,
based exports toward more structured supply management have begun adopting these practices to align with international
through contract farming, data-driven agriculture, and smart standards. However, organic foods continue to face challenges
farming technologies. due to high production costs and varying certification systems
External pressures have further intensified competition. across countries.
Ongoing trade tensions between the United States and China, 4. Convenience & Snacking: Fast-paced urban lifestyles
combined with global economic weakness, have dampened are driving continuous growth in ready-to-eat foods and all-day
consumer demand. China’s continued high production snacking. Products such as low-calorie beverages, healthy
capacity has contributed to global oversupply, resulting in large snacks, protein bars, and sugar-free granola have become
volumes of low-priced goods entering markets that overlap essential choices for working professionals and younger
with Thailand’s export destinations, thereby intensifying price consumers seeking convenience without compromising health.
competition. 5. Food Innovation: Thailand is rapidly becoming an aging
At the same time, non-tariff trade barriers are becoming society, with approximately 20% of the population classified as
more prominent. Regulations related to environmental elderly. This demographic shift has increased the importance
standards, labor practices, and supply-chain transparency are of developing foods designed for older consumers, including
increasingly shaping market access. The implementation of easy-to-chew, easy-to-swallow, low-sodium, and high-protein
FSMA 204 in the United States and due diligence requirements products. At the same time, changing dietary habits among
in the European Union will require exporters to demonstrate other age groups—such as reduced carbohydrate intake—are
traceability, sustainability, and compliance across the entire pushing manufacturers to innovate healthier rice- and bread-
supply chain. based products.
6. Trade & Tariffs: Expanding trade opportunities between
Future Food: A Structural Way Forward Thailand and the United States, along with reduced import tariffs
Against this backdrop, upgrading Thailand’s food industry toward on selected products and the application of Regional Value
“Future Food” represents a structural response. Global demand Content (RVC) rules, are enhancing the global competitiveness
is increasingly shaped by rising health awareness, demographic of Thai manufacturers.
change, sustainability considerations, and growing expectations 7. Less Processed Food: Growing awareness of ultra-
for transparency. In this context, functional foods, foods for the processed foods has led consumers to prefer minimally
aging population, and plant-based proteins provide Thailand processed options, such as boiled, steamed, grilled, or flash-
with opportunities to build on its strengths in raw materials, frozen foods immediately after harvest, in order to preserve
herbs, and food processing technologies, enabling an upgrade nutritional value and reduce the use of additives.
toward higher value-added segments along the value chain. 8. Religious & Ethical Eating: Vegetarian, vegan, halal,
At the same time, the Flavor & Experience trend allows Thai kosher, and religious foods continue to grow, driven by both
food to leverage its distinctive flavors and cultural identity to faith-based practices and ethical consumption values. As a
create added value and further reduce reliance on price-based result, Thai brands are increasingly developing niche products
competition in global markets. to accommodate the diverse needs of global consumers.
In conclusion, the current year represents a period of
8 Future Food Highlights to Watch in 2026 stabilization and adjustment, while the years ahead will be
1. Health & Wellness Functional foods continue to marked by selection and upgrading. Exporters that successfully
grow steadily, particularly products that support gut health move beyond price-based competition and align with future food
and immune function, such as probiotic yogurt, fermented trends will be best positioned for long-term growth. Through
beverages, and fiber-enriched drinks. Low-calorie, high-protein, innovation, compliance, and value creation, Thailand’s food
and low-fat foods are becoming the new standard in the health industry can continue to serve as a cornerstone of the national
market. At the same time, plant-based proteins are being economy and a trusted partner in global food markets.
developed in greater variety, including soy, rice, and locally
sourced Thai mushrooms, to create meat-like textures and
meet the needs of emerging consumer groups. More Information Service Info C003

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