Local flavours and natural remedies define trending Thai cuisine: Mintel

Around 3 in 5 Thai consumers prefer food with high nutritional content.

The popularity of Thai cuisine and herbs has expanded to more consumers who prioritise diverse flavours and natural remedies for holistic health, a report said.

According to the latest research from Mintel, 61% are keen to spend more on foods with high nutritional content, and 52% are more positive about trying rich Thai flavours.

Authenticity in the local cuisine has also reached women of all ages (50%) and men aged over 35 (51%).

Director of Mintel Thailand Reports Pimwadee (Sara) Aguilar noted this as a critical shift towards nutritional value and rich taste over aesthetic factors.

Thai consumers also showed interest in sensory exploration, with 70% searching for “new foods/flavours all or most of the time”. In terms of flavours, spicy foods see a growing popularity, with 91% of Gen Z buyers finding that “eating spicy food makes them happy”.

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“The incorporation of herbs is pivotal for enthusiasts of Thai authenticity, with a rich array of herbs and spices adding depth to traditional dishes,” Aguilar said.

Thai food is associated with authentic, bold, and diverse flavours. With its appeal expanding and brand practices becoming more aware for consumers, demand for sauces and seasonings that represent Thai cuisine is projected to grow, as seen by 57% of consumers gaining interest.

Furthermore, 42% of Thais see a preference for authentic regional Thai foods over modern fusions and 40% suggest that Thai snacks need region-inspired flavours.