KResearch projects Thailand's food & beverage market will grow only 3.9% in 2026 (to 682 billion baht), marking continued slowdown. The sector faces intense competition: in the first eight months of 2026, registrations surged 20% while business closures jumped 11%, reflecting high entry/exit volatility. Key headwinds include weak consumer purchasing power in segments, rising costs (10–15% price hikes since Middle East conflict), and margin pressure despite new openings. Estimated 700,000+ outlets nationwide must compete against ready-made products and convenience store cafes. 2027 outlook remains challenging due to uncertain spending patterns post-government support programs, cost pressures, and shifting consumer behavior (polarization between value-seekers and premium experience seekers).