Whilst Thailand's domestic rice production continues to increase in 2023, it is expected to shrink slightly in 2024 and 2025 due to the increasing challenges in rice production regarding changing weather trends caused by El Niño, which results in lower rainfall. In addition, higher production costs caused by increases in fertiliser prices, have led some farmers to reduce their usage of fertilisers in order to cut costs, although this also results in a lower yield.
Health and wellness trends are also expected to influence developments in rice, pasta, and noodles. In this sense, we expect product innovations with reduced sodium, lower sugar levels, and healthier production methods.
Japanese cuisine continues to be popular amongst Thai consumers, hence driving the growth of Japanese rice brands in the territory as consumers seek to recreate Japanese-style dishes using Japanese grains. In particular, premium grade Japanese rice brands such as Akita and Sasanishiki, which are sold in Japanese rice restaurants nationwide, receive positive feedback; as well as the Kai Jae brand which is used by large restaurant chains.
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Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Rice, Pasta and Noodles industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
See All of Our DefinitionsThis report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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