Gelato Craze Boosts Thailand's Ice Cream Market 70%
Thai ice cream orders surged 70% in late July as a viral gelato trend attracted 40% new customers to the market, with chocolate flavors leading demand across GrabFood's platform.
GrabFood, one of Thailand's leading food delivery apps, revealed that ice cream orders through its platform have surged more than 70% in the two weeks ending July 29, 2025, driven by the viral "ultra-smooth gelato effect" that has energized Thailand's 25-billion-baht ice cream market even during the rainy season. The trend has attracted 40% new customers who have never ordered ice cream before, with chocolate flavors dominating at over 70% market share, while pistachio has emerged as the fastest-growing flavor.
Ice cream menu searches on the platform have jumped sixfold, reflecting how social media trends influence Thai consumer behavior, particularly among urban shoppers seeking affordable alternatives to trending products. GrabFood noted that ice cream orders grew 70% while packaged ice cream purchases through GrabMart doubled, with major brands like Swensen's, Dairy Queen, and MIXUE leading sales, and specialty gelato shops seeing a twofold increase overall.
The phenomenon demonstrates that 60% of ice cream customers are repeat buyers, though 40% are new to the category, with average order values ranging from 150 to 300 baht. Bangkok, Chon Buri, Chiang Mai, Phuket, and Khon Kaen are the top five provinces for ice cream orders, while searches for "gelato" have increased more than sixfold on both GrabFood and GrabMart, indicating the social media trend's powerful impact on purchasing decisions.
