GrabFood, Thailand’s leading food delivery app, has unveiled five key food trends to watch in 2025 through its report “A Comprehensive Guide for 2025 Restaurateurs,” launched at the #GrabThumbsUp Awards 2025. The report highlights the rise of “sake” as a trending ingredient, the continued growth of snack alternatives and health-focused meals, and the enduring popularity of viral international dishes. These trends reflect Thai consumers’ openness to new experiences, a desire to stay on trend (FOMO), and the significant role of social media in driving food trends.
- “Sake” – A Game-Changing Ingredient
Influenced by the Asianization trend and the growing popularity of Japanese cuisine in Thailand, sake has emerged as a rising star in the global food scene. Particularly notable is its pairing with dishes in casual dining establishments, leading to the anticipated growth of sake bars this year. This trend mirrors the earlier surge in natural wine bars. Restaurants and bars offering unique sake experiences are poised to attract early adopters. Brand Buffet
- “Snackification” – Replacing Main Meals with Snacks
With the fast-paced lifestyle of modern consumers, traditional three-meal days are becoming less common. Many are seeking quick, convenient, and nutritious options, giving rise to the “Snackification” trend. Consumers are opting for bite-sized meals that are easy to eat on the go, such as grain bars, onigiri, salad wraps, and shredded chicken noodles. Brands are capitalizing on this trend by offering grab-and-go menus featuring high-energy, health-conscious ingredients and easy-to-eat packaging, catering to the needs of urban dwellers.
- Protein & Superfood Fever
The health-conscious lifestyle continues to thrive among Thai consumers, making the promotion of nutritious ingredients a significant trend for food entrepreneurs. One notable movement is the “Protein Fever,” as seen in PASH Juices, a specialty juice shop where whey protein is the most popular smoothie topping. Additionally, high-protein ingredients like tofu, Greek yogurt, and various beans are gaining popularity in both savory and sweet dishes. This aligns with the growing market value of alternative proteins and the increasing use of superfoods like spirulina and sea moss gel. Incorporating health-focused ingredients in innovative ways will attract health-conscious customers. Brand Buffet
- “Swavory” – Blending Sweet and Savory Flavors
The “Swavory” trend, which combines sweet and savory flavors, is gaining attention, especially in desserts and beverages. Examples include Thai-style spicy fruit salad smoothie bowls like the ‘Yum Fruit Zaap! Bowl’ from Acai Story, and Mexican-style shaved ice topped with spicy sauce, such as After You’s ‘Mango Nada Sriracha Kakigori.’ This trend also encourages cross-industry collaborations, as seen in Thai cocktails that incorporate savory ingredients, offering a modern twist on traditional Thai flavors and attracting both local and international food enthusiasts seeking new experiences.
- Embracing Global Trends to Create Unique Offerings
In the previous year, many viral dishes in Thailand were influenced by international trends, often starting as niche interests before becoming mainstream, driven by major brands and social media. This year, international dishes continue to be popular, such as ‘Shio-Pan’ (salted bread), which saw a 66-fold increase in searches on GrabFood in the first quarter. Other trending items include Hong Kong-style egg tarts and the resurgence of soft-serve yogurt. Restaurants that quickly adapt to these trends and offer unique twists are well-positioned to stand out in a competitive market. Brand Buffet
For more insights, you can download the full report here: https://grb.to/GTUReport2025.
