Report: 2025 Thailand OOH Outlook

Space to Grow in Out-of-Home Consumption

Explore the latest trends, behaviours, and opportunities shaping Thailand’s out-of-home FMCG market – and discover how your brand can capture the next wave of growth. 

Thailand’s out-of-home (OOH) FMCG sector is bouncing back – and it’s doing so quickly. After a prolonged period of disruption caused by the COVID-19 pandemic and its lingering impact on hybrid work and learning, 2024 marked a major turning point: OOH value sales grew by 13%, more than triple the growth seen the year before.

This resurgence reflects a widespread return to normality. Thai consumers are once again spending more time out and about – commuting, studying, working in-office, socialising – and with this return, comes increased appetite for quick, convenient food and beverage options. Yet, while the market is growing, it still hasn’t returned to its pre-pandemic peak. That means there’s still significant headroom for brands that understand today’s consumer and are ready to act.

In this report, we turn our attention to the OOH snack and beverage categories – two segments that are evolving quickly in terms of format, frequency, and function.

You’ll find key insights on:

• Why loose pack, freshly brewed, and ready-to-eat formats are growing
• How convenience and enjoyment are shaping impulse behaviours
• The critical role of penetration in sustaining long-term category success
• How price inflation and lifestyle shifts are influencing basket size and purchase occasions
• The rising impact of generation-specific behaviour, from Gen Z to Gen X