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Thailand's fast-moving consumer goods (FMCG) market size decreased by *** percent in the third quarter of 2025. This demonstrates a worsening compared to the same quarter of the previous year. In Thailand, provision stores are the leading selling channel for FMCG products.

FMCGs in Thai households

FMCGs are the largest expense item for Thai households due to the prominence of the food and non-alcoholic beverage categories. Instant noodles were one of the leading products in the country, with a sales volume of nearly * metric tons as of August 2024. Noodles are a staple of Thai convenience food, and the Mama brand of instant noodles is integral to the Thai noodle scene. In Thailand, the word "Mama" is commonly used to describe instant noodles.

Made-in-China FMCGs dominate the market

Thailand has become increasingly dependent on FMCGs produced in China. In 2024, the value of FMCG imports from China to Thailand amounted to almost ** billion US dollars, accounting for around ** percent of the total FMCG imports in the country. With this influx of Chinese goods, Thailand's small- and medium-sized enterprises have been severely affected. To protect local enterprises that are vital to Thailand’s economy, the government has been imposing a seven percent value-added tax on Chinese goods that are routed through Thailand’s free trade zones.