The food delivery industry has seen remarkable growth globally, and Thailand is no exception, particularly with the rise of specialty foods delivered through services like LINE MAN. One of the standout trends over the past three years has been the explosive growth of specialty Thai tea, marking significant changes not only in consumer preferences but also in production and delivery practices.
According to data from LINE MAN, the number of specialty Thai tea outlets has surged by over 205% since 2022. This increase corresponds with the rising demand for high-quality Thai tea, which is expected to reach 400,000 orders by 2024, reflecting an impressive growth rate of 81% compared to the previous year. This boom follows the structural expansion of the tea industry focusing on the quality of leaves, diversity of sources, and production capacity, positioning Thailand as the seventh largest tea market globally.
This specialty sub-market includes varieties such as Chinese tea and Assam tea, which are the primary ingredients of traditional Thai tea. The popularity of Thai specialty tea mirrors the trend previously seen with specialty coffee, where consumers started to value the quality and variety of their beverages more.
Patra-Minja Burana-Setsakoon, owner of KHIRI Thai Tea, one of the highest-order destinations on LINE MAN, noted, "Thai tea has long been part of Thai culture, and the recent shift to specialty drinks has opened doors for quality tea consumption." This shift has led to cafes and restaurants nationwide curiously choosing the best tea leaves from various regions, offering unique taste notes. For example, tea from Chiang Rai is known for its floral and berry notes, tea from Mae Hong Son for its citrus and butter essence, and tea from Pattani exudes the unique aroma of peanut butter and pine nuts.
Another intriguing element propelling this trend is ‘Lisa Thai Tea,’ co-created by Lisa Manoban from the K-pop sensation BLACKPINK, and the Erewhon market chain. This premium offering has sparked widespread consumer interest and resulted in numerous cafes incorporating 'Lisa Thai Tea' onto their menus.
The rise of specialized food delivery through platforms like LINE MAN has enabled the rapid growth of the specialty Thai tea market across Thailand. The data indicates there has been over 205% increase of outlets serving specialty Thai tea from 2022 to 2024. LINE MAN's data shows the trend of enhanced tea consumption directly correlates with the rising quality expectations from consumers.
Bangkok remains the epicenter of this specialty tea trend, housing 46% of all specialty tea shops in the country, followed closely by Nonthaburi and Chonburi. The significant presence of these businesses reflects not just consumer preference but also organizational commitment to providing high-quality products.
“If we effectively communicate the story of Thai tea and have supportive factors like new menu development and wider market outreach, the chance for Thai specialty tea to gain mass appeal akin to specialty coffee could accelerate both nationally and globally,” Burana-Setsakoon explained.
While specialty coffee continues to lead the beverage market, Thai specialty tea is rapidly catching up with impressive growth metrics. Over the last three years, orders placed for Thai specialty tea have increased approximately 3.3 times, compared to the 2.7 times growth noted for specialty coffee.
The recent trend has sparked the curiosity of brands and businesses alike, who are eager to integrate high-quality specialty teas from more than 500 boutiques listed on LINE MAN under the aim to capture global interest. With the increasing number of specialty tea shops and growing consumer demand for premium quality beverages, it’s clear the focus on delivering high-quality Thai tea will play a pivotal role moving forward.
Thai tea is not just becoming more accessible through delivery services; the cultural narrative around it is becoming richer. Businesses are beginning to tell the story of their products, focusing on the origins of tea leaves and the artisanal processes behind them. This combination of quality, distinctive flavor profiles, and cultural significance is what makes specialty Thai tea so appealing.
According to Burana-Setsakoon, "Spreading the essence of Thai tea through various channels, alongside novel original offerings and support from influential brands, will undoubtedly accelerate the potential for growth, aligning closely with consumer preferences for unique and high-quality drinks.”
Overall, the integration of technology and cultural narratives of products, effectively blending tradition and innovation, signifies the broader trend of specialization within food delivery services. The combination of strategic partnerships and consumer-centered practices can undoubtedly facilitate the authoritative rise of Thai specialty tea to the global stage.