Competitive Landscape
Innovation-Led Activity Sustains Leadership Positions
Sweet biscuits, snack bars and fruit snacks in Thailand remain moderately concentrated, with Universal Robina Corporation (URC) set to lead with a 27% retail value share in 2026, followed by Thai Glico at 12% and Mondelez International at 8%. Over the review period, URC’s share remains broadly stable, while Thai Glico declines from 16% to 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Sweet Biscuits, Snack Bars and Fruit Snacks industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand?
- Which are the leading brands in Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand?
- How are products distributed in Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Sweet Biscuits, Snack Bars and Fruit Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Thailand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Sweet Biscuits, Snack Bars and Fruit Snacks in Thailand - Category analysis
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Snack Bars Post Rapid Expansion with Rising Health and Wellness Awareness
Celebrity-Led Digital Engagement Reshapes Competition
Snacking Replaces Meals as Consumers Prioritise Satiety and Value
Affordable Premiumisation Expected to Support Growth in Everyday Snacking
Sweet Biscuits Poised to Strengthen Relevance through Convenience
Health, Wellbeing and Gifting Set to Drive Expansion in Fruit Snacks and Innovation
Innovation-Led Activity Sustains Leadership Positions
Hypermarkets Lead Distribution While Proximity Formats Accelerate Growth
E-Commerce Expands From a Low Base, Driven by Social Commerce and Bulk Purchases
Foodservice Drives Demand for Sweet Biscuits through Menu Innovation
Affordable Filled Biscuits Drive Impulse Purchases
Functional Snack Bars Strengthen Protein Snacking Appeal
Snacks in Thailand - Industry Overview
2026 Developments
Key Data Insights
Modest Growth Continues as Snacks Compete for Everyday Spending
Fandom-Led Campaigns Strengthen Relevance among Younger Demographics
Mondelez Leverages Affordability and Emotional Branding to Win Trial
Affordable Indulgence Is Expected to Sustain Growth Momentum
Savoury Snacks Set to Maintain Leadership as Ice Cream Accelerates Growth
Cultural Relevance and Health Positioning to Shape Brand Strategies
Pepsico Leverages Innovation and Partnerships to Secure Leadership
Hypermarkets Lead Sales as Convenience Retailers Record Strongest Gain
Shopee and Tiktok Shop Support Online Discovery and Trial
Foodservice Innovation and Cj Express Expansion Drive Access and Engagement
Health Consciousness and Cultural Identity Shape Product Development Priorities
Fandom Integration and Entry-Level Positioning Headline Recent Launches
Country Reports Disclaimer
The following categories and subcategories are included:
Sweet Biscuits, Snack Bars and Fruit Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
Sweet Biscuits, Snack Bars and Fruit Snacks
This is the aggregation of sweet biscuits, snack bars, and fruit snacks.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Sweet Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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