Thailand Potato Chips Market (2025-2031) | Forecast, Share, Value, Outlook, Growth, Size, Industry, Analysis, Trends, Companies & Revenue

Thailand Potato Chips Market Highlights

Report Name	Thailand Potato Chips Market
Forecast Period	2025-2031
Market Size	USD 3.8 Billion by 2031
CAGR	6.4%
Growing Sector	Food and Beverage

Topics Covered in the Thailand Potato Chips Market Report

The Thailand Potato Chips market report thoroughly covers the market by flavor, by type and by distribution channel. The report provides an unbiased and detailed analysis of the on-going market trends, opportunities/high growth areas, and market drivers which would help the stakeholders to devise and align their market strategies according to the current and future market dynamics.

Thailand Potato Chips Market Size & Analysis

In 2025, the Thailand Potato Chips market is valued at approximately $ 2.6 billion, with a projected compound annual growth rate (CAGR) of 6.4% over the next five years. Additionally, by 2031, the market is expected to reach around $ 3.8 billion. The food and beverage sector holds significant position in the overall market.

Thailand Potato Chips Market Synopsis

The potato chips market in Thailand has experienced steady growth, driven by a combination of changing consumer preferences and the increasing popularity of snacking, particularly among the younger population. As urbanization rises, the demand for convenient, ready-to-eat snacks like potato chips has surged, with consumers looking for quick and easily accessible food options. Major international brands such as Lays, Pringles, and Kettle Chips, alongside local players like Tao Kae Noi and Sunsnack, dominate the market, offering a wide range of flavors that cater to Thai tastes, including spicy and savory options. The market is supported by a well-established retail network, including supermarkets, convenience stores, and growing e-commerce platforms, making potato chips more widely available. Additionally, the trend toward healthier snacks are pushing companies to innovate with low-fat, baked, and reduced-sodium varieties to cater to health-conscious consumers.

According to 6Wresearch, Thailand Potato Chips market size is projected to grow at a CAGR of 6.4% during 2025-2031. The growth of the potato chips market in Thailand is driven by several key factors, including the increasing demand for convenient, on-the-go snacks as urbanization and busy lifestyles continue to rise. The young, tech-savvy population, influenced by Western snacking habits, is driving the shift toward ready-to-eat snack products like potato chips. The growing middle class and higher disposable incomes are also fueling this demand, as consumers are willing to spend more on premium, flavored, and innovative snack options. Additionally, the expansion of modern retail outlets such as supermarkets, convenience stores, and online platforms has made potato chips more accessible across urban and rural areas. However, the Thailand Potato Chips industry faces challenges such as the rising cost of raw materials, particularly potatoes, which can impact pricing and profitability. There is also growing competition from healthier snack alternatives, such as baked chips, low-fat options, and locally produced snacks, as health-conscious consumers seek out more nutritious choices. Moreover, fluctuations in global supply chains and food safety concerns can pose additional challenges for manufacturers in maintaining consistent product quality and supply. Despite these challenges, the market is poised for growth, driven by ongoing product innovations and evolving consumer preferences.

Thailand Potato Chips Market Trends

Health-Conscious Snacking - Increasing demand for healthier snack options, including baked chips, low-fat, and reduced-sodium varieties, driven by a shift toward more nutritious eating habits.

Flavor Innovation - Continued introduction of new, bold, and local flavors, such as spicy, sweet, and savory variants, tailored to Thai taste preferences.

Premium Products - Growing interest in premium, gourmet potato chips, with consumers willing to pay more for high-quality, unique, and artisanal snack offerings.

Convenience and On-the-Go Packaging - Increased demand for single-serve, portable packaging formats, catering to busy, on-the-go lifestyles, especially among younger consumers.

E-commerce Growth - Expanding sales through online platforms, as consumers increasingly turn to e-commerce for convenience and access to a wider variety of potato chips brands.

Investment Opportunities in the Thailand Potato Chips Market

Healthier Snack Alternatives - Investing in the development of baked chips, low-fat, and organic potato chips to cater to the growing health-conscious consumer base.

Flavor Innovation - Capitalizing on local taste preferences by introducing new, unique, and spicy flavors that appeal to Thai consumers, as well as premium and gourmet flavor offerings.

Premium Product Lines - Expanding the premium snack segment with high-quality, artisanal potato chips that target the affluent, quality-seeking consumers.

Sustainable Packaging - Investing in eco-friendly packaging solutions to meet the increasing consumer demand for environmentally sustainable products and comply with regulations.

E-commerce and Online Retail - Leveraging the growing trend of online shopping to expand distribution channels and increase market reach, especially in underserved areas.

Key Players in the Thailand Potato Chips Market

The Thailand potato chips market is dominated by both international and local brands, with major players including Lays and Pringles, which are widely available and offer a diverse range of flavors tailored to Thai tastes. Lays, owned by PepsiCo, remains the market leader, offering classic and locally inspired options like spicy flavors and Thai herbs. Pringles, a product of Kellogg's, also enjoys a strong market presence with its distinctive packaging and premium offerings. Local companies such as Tao Kae Noi have gained significant traction by introducing products that cater to Thai preferences, particularly with bold, spicy flavors. Sunsnack, another local brand, is also a strong contender, offering affordable and widely recognized snack options.

Additionally, some of these players hold majority of the Thailand Potato Chips market share. Moreover, the market also features regional players and private-label brands, which are increasingly gaining ground due to the rise in demand for cost-effective alternatives. These companies are focusing on innovation, quality, and localization to maintain their competitive edge in the growing market.

Government Regulations in the Thailand Potato Chips Market

In Thailand, the potato chips market is regulated by several government bodies to ensure food safety, quality, and consumer protection. The Food and Drug Administration (FDA), under the Ministry of Public Health, oversees food safety regulations, ensuring that all food products, including potato chips, meet stringent standards for additives, preservatives, and contaminants. Manufacturers must comply with labeling regulations, which require clear and accurate nutritional information, such as calorie content, fat, and sodium levels, to help consumers make informed choices.

Additionally, the Thai Industrial Standards Institute (TISI) sets guidelines for food packaging, including the use of safe materials and hygienic production practices. Further, these initiatives have further boosted the Thailand Potato Chips market revenues. Furthermore, with growing concerns about health and the environment, the Thai government is also promoting sustainable practices, encouraging manufacturers to adopt eco-friendly packaging and reduce the use of harmful ingredients. These regulations ensure that the products meet the necessary health standards while also addressing consumer demand for more sustainable and health-conscious options.

Future Insights of the Thailand Potato Chips Market

The future of the potato chips market in Thailand looks promising, driven by the increasing demand for convenient snacks, particularly among the younger, urban population. As disposable incomes rise and consumer preferences shift towards healthier options, there will be a growing focus on offering low-fat, baked, and alternative ingredient chips, such as sweet potato or vegetable-based varieties. Innovations in flavors, with bold and locally inspired options, will continue to play a key role in capturing consumer interest.

The market is also expected to see significant growth through expanded distribution channels, including e-commerce and convenience stores, making potato chips more accessible to a broader consumer base. Furthermore, with rising environmental concerns, sustainability will be a major factor, with brands focusing on eco-friendly packaging and responsible sourcing. Overall, the market is poised for steady growth, driven by evolving consumer preferences, technological advancements, and a more health-conscious, sustainability-driven approach to production and consumption.

Fried Category to Dominate the Market - By Type

According to Ravi Bhandari, Research Head, 6Wresearch, the fried chips category in Thailand is expected to continue its growth, driven by the strong consumer preference for traditional, indulgent snacks. Despite the increasing popularity of healthier alternatives, fried chips remain a staple in the snack market due to their satisfying taste, texture, and affordability. Local brands, as well as international players like Lays and Pringles, continue to dominate the fried chips segment, offering a wide range of flavors that cater to Thai tastes, including spicy, savory, and sweet variants. The accessibility of fried chips through modern retail outlets, convenience stores, and online platforms further fuels their growth.

Convenience Stores to Dominate the Market – By Distribution Channel

The convenience store distribution channel for potato chips in Thailand has witnessed significant growth, driven by changing consumer lifestyles and the increasing demand for quick, accessible snack options. With a growing number of busy, urban consumers seeking on-the-go snacks, convenience stores have become a key retail outlet for potato chips, offering extended hours, strategic locations, and easy access. Major convenience store chains like 7-Eleven and FamilyMart have expanded rapidly across the country, providing consumers with a wide selection of potato chip brands. The availability of snacks in these stores, often placed near checkout counters to encourage impulse buys, has boosted sales.

Key Attractiveness of the Report

• 10 Years Market Numbers.
• Historical Data Starting from 2021 to 2024.
• Base Year - 2024.
• Forecast Data until 2031.
• Key Performance Indicators Impacting the Market.
• Major Upcoming Developments and Projects.

Key Highlights of the Report:

• Thailand Potato Chips Market Overview
• Thailand Potato Chips Market Outlook
• Market Size of Thailand Potato Chips Market, 2024
• Forecast of Thailand Potato Chips Market, 2031
• Historical Data and Forecast of Thailand Potato Chips Revenues & Volume for the Period 2021-2031
• Thailand Potato Chips Market Trend Evolution
• Thailand Potato Chips Market Drivers and Challenges
• Thailand Potato Chips Price Trends
• Thailand Potato Chips Porter's Five Forces
• Thailand Potato Chips Industry Life Cycle
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Flavor for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Plain/Salted for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Flavored for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Type for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Baked for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Fried for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Distribution Channel for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Supermarket/Hypermarket for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Convenience Stores for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Specialist Stores for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Online Retail Stores for the Period 2021-2031
• Historical Data and Forecast of Thailand Potato Chips Market Revenues & Volume, By Other for the Period 2021-2031
• Thailand Potato Chips - Import Export Trade Statistics
• Market Opportunity Assessment, By Type
• Market Opportunity Assessment, By End-User Industry
• Thailand Potato Chips Market - Top Companies Market Share
• Thailand Potato Chips Market - Competitive Benchmarking, By Technical and Operational Parameters
• Thailand Potato Chips Market - Company Profiles
• Thailand Potato Chips Market - Key Strategic Recommendations

Markets Covered

The Thailand Potato Chips market report provides a detailed analysis of the following market segments -

By Flavor

• Plain/Salted
• Flavored

By Type

• Baked
• Fried

By Distribution Channel

• Supermarket/Hypermarket
• Convenience Stores
• Specialist Stores
• Online Retail Stores
• Other