• KResearch projects that Thailand’s innovative alternative protein market will grow at a slower pace of 2.4 percent in 2026 and 2.0 percent in 2027. This is attributed to fragile consumer purchasing power amid intense competition. In addition, flooding in certain areas may affect sales during the Vegetarian Festival, the industry’s peak season, further weighing on business growth.
• Looking ahead, the industry’s growth trajectory will depend on operators’ ability to keep pace with rapidly changing consumption trends, in addition to managing costs, sustaining sales, and retaining their customer base.
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