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while the remaining 55% comes from in-home consumption, including instant coffee, canned
coffee, and coffee capsules.

Despite the data presented above, it remains difficult to determine the exact value of Thailand’s
coffee market. Much depends on which part of the supply chain is being considered, whether

cherry coffee, green beans, roasted beans, fresh coffee, or instant coffee. The following section
presents market value estimates based on the full set of compiled data. According to Table 10.1,
Thailand’s green coffee consumption in 2023 was estimated at 78,490 tons, more than 79% of
which was imported at an average price of approximately 106.57 baht per kilogram. The
remaining 21% was domestically produced, comprising roughly 51.8% Robusta, priced between
130 and 150 baht per kilogram, and 48.2% Arabica, priced between 200 and 250 baht per
kilogram. Based on these figures, the total market value of green coffee is estimated at 9.33 to
9.90 billion baht.

Table 10.1 Estimated Market Value of Coffee Products by Type in 2023

Value
Assumptions and Estimates
(Million Baht)
Estimated consumption of green coffee beans: 78.49 thousand tons
– 79% imported at an average price of 106.57 baht/kg
– Domestic: Robusta 51.8% at 130–150 baht/kg
Arabica 48.2% at 200–250 baht/kg
→ Estimated market value of green coffee beans 9,330–9,900
From 1.4 kg of green beans, 1 kg of roasted coffee is produced
Resulting in an estimated 56.06 thousand tons of roasted coffee (total

estimate)
(Instant coffee manufacturers directly purchase green coffee beans)
Assuming the price of roasted coffee is 400–600 baht/kg (from Robusta
beans)
→ Estimated market value of roasted coffee (minimum) 22,400–34,000
According to Euromonitor, instant coffee accounts for 84% of the roasted
coffee market
→ Therefore, the non-instant segment accounts for ~8.41 thousand tons of
roasted coffee
(Approximately 16% of total roasted coffee market value)
Assuming the price of roasted coffee is 400–600 baht/kg
→ Estimated market value of roasted coffee (non-instant) 3,360–5,050
1 kg of roasted coffee can produce ~80 cups (hot and iced combined)
→ Therefore, the non-instant segment can yield ~670 million cups/year or
~2.24 million consumers (based on 300 cups/person/year)
Assuming an average selling price of 40–45 baht/cup
→ Estimated market value of out-of-home coffee beverages 27,000–30,000
Online sources indicate that 40–45% of Thailand’s total coffee market value
comes from out-of-home consumption
→ Estimated total market value of all coffee beverages 60,000–67,000
Source: Estimates based on data from multiple sources

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