Introduction

A market on the rebound – but still not back to peak performance

Thailand’s OOH (out-of-home) FMCG market grew significantly in 2024, with value sales increasing by a healthy 13% – more than triple the previous year’s rise of 4%. The main reason for this is that people almost fully returned to their normal lives following the disruption created by COVID-19 lockdowns in 2020-2021. However, the OOH market has yet to reach its pre-pandemic peak – creating opportunities for brands. This is the mini-report in our series on Thailand’s FMCG sector in 2025, and this time we’re taking a closer look at OOH consumption in the snack and beverage categories.The quest for quick and easy food and drink options is evident among Thai consumers. Convenience foods – in particular spreads, frozen foods, and instant meals – have grown over the past two years, as lifestyles become more fast-paced. In impulse food segments, consumers are also seeking to gain happiness and enjoyment from their choices.All these trends are reflected in Thailand’s OOH market. As people from all generations spend more time out and about, they are ready to open their wallets wider, and to try new things. As a result, all categories are growing – in particular loose pack products, freshly brewed beverages, and ready-to-eat food. However, brands must pay very close attention to maintaining or increasing their buyer base, as consumer demands change this year.