Commerce Ministry flags 4 ice cream trends for 2026
Thailand’s ice cream market is forecast to grow 4% to 12.6 billion baht in 2026 as producers adapt to changing consumer preferences
- Brands are creating fan communities by using social media and influencers to market new experiences to younger consumers like Generation Z.
- Product innovation is key, with new formats such as mochi ice cream and sandwiches, alongside limited-edition flavors to encourage trial and repeat buys.
- The market is seeing growth in "affordable premium" products, as consumers are willing to spend slightly more for ice cream as a small personal indulgence.
- While healthier options (less sugar/fat) are gaining interest, taste and texture remain the most important factors, creating demand for products that offer "indulgence with less guilt."
Trade Policy and Strategy Office (TPSO) has identified four consumer trends to help ice cream producers compete in a domestic market forecast to grow 4% to 12.6 billion baht in 2026.
Nantapong Chiralerspong, director-general of the TPSO under the Commerce Ministry, said manufacturers faced changing consumer expectations, particularly growing interest in health. Buyers increasingly wanted ice cream that offered both good taste and nutritional value, requiring producers to understand demand and adapt quickly.
Thailand remains Asia’s largest ice cream exporter
Thailand exported US$136.3 million worth of ice cream in 2025, down 0.77%, while retaining first place in Asia and ranking 12th worldwide, according to TPSO figures. Thailand accounted for about 1.9% of global ice cream export value.
The 11 countries ahead of Thailand, in order, were Germany, France, Belgium, Italy, the Netherlands, Poland, Spain, the United States, the United Kingdom, Hungary and Slovenia, according to TPSO.
Thailand’s five leading export destinations were Malaysia, the Philippines, Singapore, Vietnam and South Korea, in that order. TPSO said the industry’s position demonstrated its continuing ability to compete internationally.
Thai ice cream market forecast to grow 4% in 2026
TPSO cited Euromonitor International’s forecast that Thailand’s ice cream market would reach 12.6 billion baht in 2026, an increase of 4%. The office identified extreme heat associated with El Niño and recovering purchasing power as factors supporting growth.
Ice cream bought for immediate consumption, known as impulse ice cream, accounts for more than 90% of total market sales, according to the analysis cited by TPSO. The office said the share reflected consumers’ preference for buying refreshments during the day from convenience stores and small neighbourhood shops.
TPSO identifies four trends for ice cream producers
TPSO identified four trends shaping competition, spanning marketing, product development, pricing and the balance between enjoyment and health:
1. Fan communities: TPSO said brands were competing to create experiences for younger consumers, particularly Generation Z shoppers who enjoy trying new products and sharing them on social media. Campaigns featuring Thai pop artists, young actors and influencers can help brands connect with these audiences.
2. Product innovation: TPSO highlighted new formats such as ice cream with a shaved-ice texture, mochi ice cream and ice cream sandwiches, alongside products with layered textures. Regularly rotating limited-edition flavours encourage consumers to try products and buy again.
3. Affordable premium products: Consumers are willing to spend a little more on ice cream as a small personal treat, according to TPSO. Demand for affordable premium products is helping market value grow faster than sales volume.
4. Taste before health: TPSO said products with less sugar, less fat or more fruit were attracting interest, although taste and texture remained decisive. Products that allow consumers to indulge with less guilt while retaining their flavour have an advantage, while plant-based ice cream still faces obstacles to reaching the mainstream market.
Nantapong said competition had moved beyond conventional battles over price and flavour. Thai producers needed to change their strategies and create new experiences through innovation and social media, while balancing taste, value for money and health preferences.
Nantapong said businesses that added value, developed products quickly in response to trends and established a distinctive brand identity could gain a competitive advantage and sustain growth in global markets.
