Thailand has become a promising market for New Zealand food and beverage exporters.
Thailand’s middle class comprises approximately 20 percent of the population, who are increasingly open to trying imported products. They are typically well-travelled, value premium quality and are willing to spend on new and innovative offerings.
According to Jane (Chatjen) Tantakhom, Country Manager Thailand, health and wellness were key purchasing drivers. Even amid economic uncertainty, Thai retailers reported that this segment has remained strong and continued to grow. Products that promote well-being have proven resilient, as consumers with disposable income prioritise spending on perceived value while cutting back on non-essentials.
New Zealand fresh produce has also been recognised in Thailand for its high-quality, food safety standards, and exceptional taste. Zespri kiwifruit has been widely acknowledged for its high Vitamin C content.
Similarly, New Zealand avocados have been praised for their superior taste and health benefits, often referred to as a “superfood”, and have been commonly featured in cafés and restaurants that offer healthy menu items. New Zealand apples are also popular among Thai consumers for their flavour and texture, with the added advantage of offering the broadest range of varieties.
Tantakhom added that there was also a growing trend in packaged food categories, such as cereals, snacks, condiments, and chocolate, which were previously slower to take off due to the need for consumer education. This shift reflected a more informed and open-minded Thai consumer base, now more willing to incorporate Western packaged foods into their daily diets.
Introducing New Zealand’s new food products and building brand awareness has required ongoing support and consistency over time among health-conscious Thai consumers. Since 2021, New Zealand’s Made with Care campaign has become one of the most significant annual promotional events for New Zealand food and beverage products in Thailand.
Led by New Zealand Trade and Enterprise (NZTE), the campaign fostered collaboration between New Zealand exporters and Thai retailers, promoting the essence of New Zealand food and beverage – premium, ethical, tasty, safe, and nutritious. The fairs have been pinned on the trade promotion calendars of five leading retailers in Thailand, including Makro, Lotus, Tops, Big C and Gourmet Market.
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