Curry is one of the food category offered in restaurants, along with the salads & sides and meat dishes categories, according to GlobalData’s menu intelligence database. According to GlobalData’s menu analysis of the curry category in Thailand report, the curry category constitutes a 7% share among all restaurant types in Thailand foodservice market. The report analyses 11,381 menu items from different foodservice outlets in Thailand and provides an overview of the food categories available across its foodservice channel. Buy the report here.
Chicken was found to be the most-used ingredient in the curry category, featuring in 25% of menu items, followed by fish & seafood and rice. Vegetables and pork were also significant ingredients.
An analysis of the annual price change between 2023 and H1 2024 indicates that the average menu prices in the curry category have risen by 0.01%. As on-premises dining gains momentum following the COVID-19 pandemic, the curry category in Thailand is expected to experience overall growth.
Different categories exhibited mixed price movements within Thailand foodservice market between 2023 and H1 2024. Food categories in Thailand witnessed price decrease in their food offerings in the mentioned timeline. Out of these, vegetable, dairy & meat substitute dishes category saw highest price decline.
An in-depth analysis of the curry category price trend by location reveals consumption trends of each region. The graph below represents the change in curry category menu prices during 2022-2024 across the top five locations. As seen below, curry category menu items in Hua Hin became more affordable as compared to Pattaya and Bangkok.
While consumers become more price conscious, operators look for ways to optimize their costs to retain margin and market share. In Thailand market, restaurants operators rely on innovation as a crucial tactic to appeal to customers as well as optimize costs. As increasing number of consumers seek novel experiences, foodservice operators must continuously innovate their menu choices, providing superior taste and quality along with a diverse selection of dishes. Operators should highlight the distinctive tastes and flavours of their food and beverage offerings in a convenient format to enhance customer engagement.
To further understand and explore GlobalData’s insight into Thailand category menu, buy the report here.
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