The health and wellness trend and product innovation in protein beverages in Thailand should increase demand for high-protein imported products in the final quarter of this year, according to the US Dairy Export Council (Usdec).
Dali Ghazalay, regional director for Southeast Asia at Usdec, said the council observed growing demand for dairy whey and other dairy proteins in Thailand, which is a leader in food and beverage innovation development in this region.
Stephen Cain, vice-president of economic policy and market analysis at Usdec, said from January to July 2025, Thailand imported 1,240 tonnes of high-protein whey products, up 177% year-on-year. This surge was largely fuelled by rising demand from sports nutrition, functional beverages and medical/clinical nutrition segments.
"Imports are expected to remain elevated into the final quarter of this year, supported by ongoing demand," he said.
Mr Cain said the US supplied 1,073 tonnes of whey products to Thailand, accounting for 86.5% of the total market, followed by New Zealand at 3.8%.
He said the Thai cheese market also posted promising growth, with the country importing 15,555 tonnes of cheese products over the first seven months, up 7.7% year-on-year.
The primary sources were Australia, accounting for 35.6% of the total market, followed by New Zealand at 32.9% and the US at 9.2%.
Mr Cain said the demand driver for cheese is the rebound in food services in Thailand, including pizza, quick-service restaurants, casual dining and convenience food.
Growth in bakery items requiring cheese toppings or fillings is also contributing to this expansion, he said.
"The tourism recovery and adoption of a more Western diet have also increased cheese consumption in Thailand," said Mr Cain.
He said he anticipates cheese imports will remain strong in the fourth quarter, driven by growth in food service and preparations for festivals and holiday menus.
In addition, Mr Cain said the strong demand for high protein is evident worldwide and there is no sign that this trend will reverse soon.
"The supply of whey protein cannot keep up with the growing demand, so don't expect the prices to ease too much in the near term," he said.