The coffee segment – from shopping to drinking – has become more sophisticated in Thailand as consumers are favouring quality and experience, while businesses focus on managing sustainability.
Thailand’s coffee market is now worth Bt 65 billion (US$1.95 billion) in 2025 and is growing at 8.3% annually, according to data from the Ministry of Commerce. The Specialty Coffee Association of Thailand estimated that specialty coffee alone is worth approximately Bt 30 billion (US$898.7 million), accounting for 46% of the Thai coffee market, with annual growth of around 10 to 15%.
The above figures suggested that coffee has now been elevated from an everyday beverage into a value-added product through quality, origin and the consumption experience.
As the market expands, sustainability has become another challenge for the industry, particularly the volume of waste generated by coffee consumption through cups, packaging and materials.
The coffee industry has become more complex, not just in managing the supply chain from coffee bean to cup, but also in addressing what happens after consumption. For coffee businesses in Thailand, sustainability is increasingly becoming part of the value proposition, with greater attention being placed on packaging, disposable cups, coffee grounds and the efficient use of resources. This is creating opportunities for businesses to rethink how waste can be reduced, reused or transformed into new products and applications.
At the consumer level, the coffee experience is also evolving beyond the beverage itself. Specialty coffee has opened the door to greater appreciation of bean origin, roasting techniques, brewing methods and flavour profiles, encouraging Thai consumers to become more knowledgeable and discerning about what they drink. This growing interest in quality and provenance is giving cafés, roasters and coffee brands opportunities to differentiate themselves through product quality, storytelling and distinctive experiences.
For the coffee industry, the next stage of growth could therefore be shaped by its ability to create value across the entire coffee ecosystem. From sourcing and processing to preparation, consumption and waste management, each stage presents opportunities to improve efficiency while delivering greater value to consumers and businesses. As Thailand’s coffee market continues to expand, the combination of premiumisation, specialty coffee and sustainability is likely to play an increasingly important role in shaping how the industry develops.
