Flour confectionery is an important product in the diet of Thai residents and is consumed quite regularly regardless of the region of residence, income level or age, and therefore the kingdom has developed its own production of pastries, cookies, cakes and waffles. Moreover, Thailand has been a major exporter of flour products for many years: in 2023, the production of these products in the country was more than 1.5 times higher than domestic consumption.
The flour milling industry and the production of flour confectionery in Thailand largely depend on the supply of imported wheat, since due to unfavorable climatic conditions and poor development of seed production, this crop is almost not grown in the country. In 2019-2023, the country imported an average of about 2.8 million tons of wheat per year, mainly from Australia and the United States. In 2023, imports amounted to 3.7 million tons worth 1.3 billion US dollars (including also feed wheat used in animal feed). At the same time, some confectionery products are made from rice and corn flour, which adds variety to the market. In addition, Thailand is also a net importer of wheat and wheat-rye flour: in 2023, the country imported 157.5 thousand tons of these products worth 84.0 million US dollars.
In 2019-2023, the volume of consumption of flour confectionery products in Thailand increased by 6.9%, reaching a historically record level of 147.0 thousand tons. The popularity of baking in the country is gradually growing due to the expansion of the network of convenience stores (minimarkets) and supermarkets, as well as the development of electronic food trade. In addition, manufacturers offer an increasingly wide range of flour confectionery products with a low fat content and added sugar, which are in the greatest demand among residents of the country and tourists who adhere to the principles of a healthy diet.
The volume of imports of flour confectionery products in Thailand in 2019-2023 increased from 51.9 thousand tons to 76.8 thousand tons, a significant part of the procurement structure consists of semi-finished products (for example, frozen pastries). At the same time, Thai exports increased from 137.5 thousand tons to 150.1 thousand tons over the same period, which indicates the growing popularity of Thai flour confectionery products in the world, especially in the United States and Southeast Asian countries. For example, in Myanmar and Laos, the largest importers of flour confectionery products from Thailand, their own production of these products is poorly developed, which makes it necessary to increase imports, including from the kingdom.
The volume of consumption of flour confectionery products in Thailand in 2019-2023 steadily increased by an average of 1.7% annually. In 2023, the demand for these products reached the highest value in the last five years and amounted to 147.0 thousand tons, which is 1.0% higher than in 2022. At the same time, a significant part of flour products in Thailand is consumed in unpacked and sold through various markets and bazaars, as well as small local bakeries.
Baking is the most popular type of flour confectionery in Thailand. In 2023, these products accounted for 45.7% of total consumption (67.2 thousand tons). Filled cookies took the second place in popularity and provided 19.9% of consumption (29.3 thousand tons). Cakes are also in demand in the country: in 2023, 19.3 thousand tons of these products were sold in Thailand (13.1% of the total volume). Among the less popular flour confectionery products in 2023 These included waffles (7.2%), sweet biscuits (6.1%), chocolate-coated biscuits (4.6%), dessert pies (2.1%) and sweet biscuits (1.2%).
In 2019-2023, the consumption of flour confectionery products per capita in Thailand increased slightly and by the end of 2023 amounted to 2.09 kg per person per year. In general, the consumption of flour confectionery products in the kingdom is below the average for Southeast Asian countries (about 3.5 kg per year), however, it is comparable to consumption in Vietnam and the Philippines.
Almost half of the retail trade in Thailand is in street markets and small grocery stores. Locals prefer to buy various snacks, including flour confectionery, in such places. In small shops and bakeries, products are often sold without packaging and consumed by local residents on the same or the next day. In 2023, the most popular flour confectionery product in the country, pastries, was sold mainly in bulk (55.6% of retail sales of this type of product), while packaged pastries accounted for less than half of the total consumption structure.
Among the main players in the market of flour confectionery in Thailand, the local holding Charoen Pokphand is the leader, in 2023 it provided 13.0% of all sales of these products in the country. The second place at the end of the year was taken by the Philippine company Universal Robina with a share of 10.9%. President Bakery (7.9% of retail sales in 2023), Ezaki Glico (5.4%) and European Foods (5.0%) were also major suppliers of flour confectionery products in the country's market. Collectively, the top five suppliers accounted for 42.1% of the total sales of flour confectionery products in Thailand in 2023. In addition to the major players, a significant share of the market is occupied by small local manufacturers selling products at various bazaars and in non-chain stores and occupying about a third of the entire market of flour confectionery products.
In 2023, Thailand imported 76.8 thousand tons of flour confectionery products worth 309.1 million US dollars, which is 3.0% higher in volume terms (+2.2 thousand tons) and 11.1% higher in value (+30.9 million US dollars) than in 2022. In 2019-2023, the volume of purchases of flour confectionery products by the country in foreign markets grew annually by an average of 10.3% in volume terms and by 11.7% in value.
The basis of imports of flour confectionery products in Thailand in volume terms is sweet dry biscuits — in 2023, these products accounted for 36.5% of deliveries (28.0 thousand tons). Other flour confectionery products (32.1%), waffles and waffle wafers (30.5%) also accounted for significant volumes of imports at the end of the year. In value terms, the largest share in the structure of Thai imports in 2023 was occupied by other flour confectionery products (43.2% or 133.5 million US dollars), while waffle products and sweet dry biscuits accounted for a smaller part (29.2% and 26.9%, respectively). Thailand's purchases of crusty bread, crackers and similar fried foods, as well as ginger biscuits, have remained insignificant in recent decades.
The main supplier of flour confectionery products to Thailand is Indonesia, which in 2023 accounted for 44.8% of the kingdom's imports of these products in volume (34.4 thousand tons). Malaysia took the second place in terms of exports with a supply volume of 19.5% (14.9 thousand tons), and a significant volume of imports was made up of products from China (13.3%). In total, the top 10 countries exporting flour confectionery products to Thailand accounted for 93.4% of imports of these products at the end of the year.
In 2023, Thailand most noticeably increased purchases of flour confectionery products in Vietnam (+21.9% or +0.9 thousand tons) and Malaysia (by 4.2% or +0.6 thousand tons) in compare to 2022. At the same time, imports of these products from the UK decreased (-5.9% or -0.1 thousand tons).
The main suppliers of flour confectionery products to Thailand in value terms are Indonesia and Malaysia, which in 2023 supplied products worth 94.9 million US dollars (30.7% of imports) and 94.7 million US dollars (30.6%). China also entered the top three exporters to the kingdom's market at the end of the year (11.1%). In total, the top 10 supplier countries in 2023 provided 90.3% of the country's flour confectionery imports.
In 2023, Thailand increased purchases of flour confectionery products in Indonesia by 12.1% (+10.3 million US dollars) compared to the level of 2022, in Malaysia — by 11.5% (+9.7 million US dollars), in Vietnam — by 28.1% (+3.4 million US dollars). At the same time, the volume of imports of these products into the country from the Republic of Korea (-6.9% or -0.3 million US dollars) and Germany (-3.9% or -0.2 million US dollars) decreased.
In 2023, the average import price of flour confectionery products in Thailand increased by 7.9% to 4,025 US dollars per ton. The most expensive products were supplied from Germany at a price of 12,190 US dollars per ton (3 times higher than the average price), Italy — 9,136 US dollars per ton (2.3 times higher) and the Republic of Korea — 7,342 US dollars per ton (82.4% higher). The most competitive price was fixed for confectionery products from Indonesia — US$ 2,760 per ton (31.4% lower than the average price) and India — US$ 2,834 per ton (29.6% lower).
