Fast food in Thailand increased by 10% in current value terms to reach over Bt101.5 billion with approaching 17,000 outlets nationwide at the end of the review period; chained operators played an important role in supportive sales whereas independent players remained much less significant in 2014. While sales via convenience stores accounted for more than half of the category, double-digit growth was driven by most categories of bakery products, convenience stores, ice cream and chicken fast food. In 2014 Asian fast food, bakery products, burger, ice cream, chicken and convenience stores fast food were available, while other fast food did not yet have a presence.
Over the forecast period fast food is expected to post a CAGR of 6% gearing up sales to reach Bt137.9 billion with an outlet count exceeding 20,000 in 2019. Dynamic market mechanism is likely to be pretty robust compared with other categories in foodservice. Growth within this environment could continue to be driven by chained fast food in the main categories of chicken fast food and convenience stores fast food. While many Thai consumers are expected to develop a rapid pace of modern life, product offerings via fast food would be periodically innovated. New menu offerings are expected to play an important role in driving category performance. Competition is also expected to intensify, with continuous marketing promotions and campaigns implemented by players.