GrabFood, Thailand’s No.1 food delivery platform1, has revealed a sharp surge in ice cream demand, with orders increasing by more than 70% over the past two weeks (during 15–29 July 2026), driven by the viral Ultra Smooth Gelato Effect that has reignited Thailand’s THB 25 billion ice cream market despite the rainy season.

The trend has attracted a significant wave of new consumers, with 40% of ice cream orders coming from customers who had never previously ordered ice cream on the platform. Chocolate remains Thailand’s favorite flavor, accounting for more than 70% of all orders, while pistachio has emerged as the fastest-growing flavor. Meanwhile, searches for “gelato” on the Grab platform have surged sixfold, reflecting growing consumer interest in the category.

Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, commented: “Ice cream sales typically peak during the summer months and festive seasons. This year, however, demand for both freshly scooped and packaged ice cream has risen significantly in July despite it being the rainy season. The phenomenon has been fuelled by the viral Ultra Smooth Gelato trend, which has created a ripple effect across Thailand’s THB 25 billion ice cream industry, benefiting not only major chain brands but also independent specialty ice cream and gelato shops and delivery platforms.”

“Over the past two weeks, GrabFood has seen ice cream orders growing by 70%, while purchases of packaged ice cream through GrabMart have doubled as more consumers choose to enjoy ice cream at home. Notably, 40% of these orders came from first-time ice cream buyers on our platform.“

This trend highlights the growing influence of social media on consumer purchasing behaviour, particularly among urban consumers. Even if people do not have the opportunity to try the viral products themselves, many actively seek accessible alternatives that deliver a similar experience at a more affordable price. This creates significant business opportunities for brands and merchants across the broader market.

Grab also shared additional insights into Thailand’s evolving ice cream consumption trends:

• Leading Ice Cream Brands: The best-selling ice cream brands on GrabFood remain big chain scoop shops like Swensen’s, Dairy Queen, and MIXUE. Meanwhile, specialty ice cream shops have seen sales double, with stores such as Guss Damn Good, Molto Gelato, GERTO Gelato and Daddy Don’t Know recording particularly strong growth. 
• Most Popular Flavors: Chocolate continues to dominate consumer preferences, accounting for more than 70% of total ice cream orders, followed by vanilla and matcha. Pistachio has emerged as the fastest-growing flavor. 
• Customer Mix: Around 60% of ice cream orders come from repeat customers, while 40% are first-time buyers. The average order value for ice cream ranges between THB 150 – 300.
• Top Ordering Cities: The five provinces with the highest ice cream order volumes are Bangkok, Chonburi, Chiang Mai, Phuket, and Khon Kaen. 
• Search Trends: Searches for the keywords “Gelato” across GrabFood and GrabMart have increased by more than sixfold, underscoring growing consumer curiosity and demand for gelato-inspired products.

1 Most often used brand in Thailand 2025, surveyed by Kantar