GrabFood, Thailand’s No.1 Food Delivery Platform¹, has unveiled five emerging food trends in its newly launched “A Comprehensive Guide for 2025 Restaurateurs”, introduced at the #GrabThumbsUp Awards 2025. Among the highlights, sake is emerging as a rising star—gaining traction through food pairings that enhance its appeal to new audiences. Meanwhile, the popularity of convenient snacks and health-conscious eateries continues to grow, driven by the ongoing buzz around high-protein diets and superfoods among wellness-focused foodies. The localization of viral overseas menus also shows strong potential as restaurateurs adapt global hits to local tastes. 

These trends reflect Thai consumers’ appetite for fresh experiences and their fear of missing out(FOMO)— with social media playing a pivotal role in amplifying buzz, influencing dining decisions, and propelling brands and menu items into the mainstream.

Sake: The Game Changer in the Culinary World
Riding the wave of Asianization that has gained momentum over the past year, sake is rapidly emerging as a standout in the global culinary scene. In Thailand—where Japanese cuisine has long captured local palates—sake is poised to become one of the most exciting trends of the year. Its growing popularity is particularly noticeable in food pairings, now increasingly featured in casual dining restaurants.

This sets the stage for the rise of sake bars, mirroring the natural wine boom from recent years. Restaurants and bars that offer a creative and immersive sake experience will be well-positioned to attract the early adopters and trend-savvy consumers eager for something new.

Seize to Go with “Snackification”
As modern lifestyles grow increasingly fast-paced, the traditional three-meals-a-day routine is giving way to a more flexible, on-the-go approach to eating. This has led to “Snackification”, a growing trend where quick, easy, and functional snacks are replacing full meals, catering to consumers who seek convenience without compromising on energy or nutrition. 

Today’s consumers crave bite-sized, energy-packed options that fuel them through busy days. In response, brands are expanding their Grab & Go menus, such as granola bars, onigiri, salad wraps, and even the popular shredded chicken noodles in a ready-to-eat pack. With the right mix of nutrition, portability and flavor, retailers and brands have a golden opportunity to tap into this growing demand—meeting urban consumers who are actively seeking food that fits their on-the-go lifestyles.

Protein & Superfoods Craze
The health-conscious lifestyle continues to gain momentum among Thai consumers, turning nutrient-rich ingredients into powerful selling points that businesses shouldn’t overlook. One standout shift is the “protein focused”, reflected in insights from PASH Juices—recently awarded Best Specialty Juice of the Year—where whey protein tops the list of popular smoothie add-ons.

Beyond whey, high-protein ingredients like tofu, Greek yogurt, and legumes are also making waves across both savory and sweet dishes. This aligns with the steady growth of the alternative proteins market2. Meanwhile, “superfoods” such as spirulina and sea moss gel are taking the wellness space by storm. To stay ahead, businesses should explore innovative ways to incorporate protein-rich options and superfood add-ons—appealing to Thailand’s increasingly health-savvy diners and turning everyday menu items into health-focused hits.

“Swavory” Is the New Flavor Frontier
The “Swavory” trend, a playful blend of sweet and savory, is shaking up menus especially in the world of desserts and drinks. More brands are pushing flavor boundaries with unexpected savory twists, giving rise to creative, buzz-worthy creations that surprise and delight. Notable examples include the ‘Yum Fruit Zaap! Bowl’ from Acai Story—a smoothie bowl topped with spicy Thai-style fruit salad—and the ‘Mangonada Sriracha Kakigōri’ from After You, a Mexican-inspired shaved ice with chili sauce. This bold flavor trend is also driving cross-cuisine collaborations, unlocking new possibilities that keep consumers curious and excited.

In the Thai cocktail scene, mixologists are embracing savory ingredients to craft one-of-a-kind drinks that blend sweet and salty notes of Thai flavors.  Beyond just standing out in the market, these creations elevate local ingredients and reinterpret Thai culinary culture in a bold, modern way, attracting both local and international palates seeking fresh experiences.

Viral Menus Reimagined
In the past year, many of Thailand’s viral food trends have taken cues from abroad. Often starting in niche cafés or boutique eateries, these trends gain mass appeal thanks to social media virality and adaptation by mainstream brands—fueling what can be seen as the rise of culinary “dupe culture”. This is evident in the buzz around blue spirulina smoothies and the Dubai chocolate sensation. 

In 2025, this global-inspired wave continues. Shio Pan (salted butter roll) saw a staggering 66-fold surge in searches on GrabFood in the past quarter alone. Other hot picks include Hong Kong–style egg tarts and the return of frozen yogurt soft serve. Brands that stay agile and jump on these trends will not only stay relevant but thrive. In a fast-moving, competitive market, being trend-savvy and responsive is key to standing out.

“A Comprehensive Guide for 2025 Restaurateurs” Report is available for download https://grb.to/GTUReport2025

1 GrabFood recognized as the most often used food delivery brand in Thailand for 2024, according to  Kantar  

2 Source: Kasikorn Research (27 September 2024)