KResearch expects Thailand's food and drink market to grow 3.9% in 2026 to about 682 billion baht, but growth is slowing and part of it came from the "Thai Chuay Thai Plus" stimulus (June to September 2026). Food and drink prices are up roughly 10-15% since the Middle East conflict, and raw materials can be 40-50% of street-food costs. Customers are price-sensitive, so cutting prices to compete is risky. Openings rose 20% in the first eight months of 2026, but 491 closures (11%) show how fast the market churns. Review your costs and pricing now, and focus on a clear point of difference rather than discounting.