Thailand’s Health-Focused Restaurant Sector Sees 20% Growth in 2025
Thailand’s health food restaurant market is on track to grow by up to 20% in 2025, with major salad-focused brands expanding their presence to meet rising consumer demand for healthier dining options. The market’s estimated value is expected to reach 5.2 billion baht ($158.6 million) by the end of the year, driven by increased health awareness and the proliferation of new entrants.
The sector has evolved rapidly, expanding from just five salad restaurant operators a decade ago to more than 20 today. Analysts expect the market to continue growing at an annual rate of 15–20% through 2028, fueled by changing consumer habits and the pursuit of wellness-oriented lifestyles.
Green Food Factory, the operator of Salad Factory, announced plans to open 8 to 9 new branches by the end of 2025, with a focus on provincial and tourist-heavy locations. A new outlet recently opened at Gateway Ekamai in Bangkok, with further expansion slated for surrounding areas including Chonburi and Kanchanaburi. The company is investing 50 million baht in the expansion initiative.
To maintain customer loyalty and attract new patrons, Salad Factory is introducing new menu items and emphasizing affordability. According to the company, its typical customer visits two to three times monthly and spends between 200–300 baht ($6–9) per visit. Key demographics include millennials, Gen Z consumers with fast-paced lifestyles, and multigenerational families seeking nutritious meal options.
Meanwhile, Ohkajhu, another major player in the health food sector, is investing 350–400 million baht ($10–12 million) to expand its restaurant network. Despite challenges in Q2 2025—including a slowdown in tourism and a recent earthquake that affected operations at nearly 30 of its 41 branches—the company plans to add six new locations this year. Its juice-focused subsidiary, Oh! Juice, will also double its footprint from 15 to 30 locations.
The company is pursuing a dual strategy of expanding both traditional and innovative health offerings, aiming to boost sales by 20–30% despite economic headwinds. A separate brand under the group, Joe Wings, expects to hit six branches by the end of the year.
Jones Salad, which operates 41 locations nationwide, is also intensifying its efforts to grow market share. In the first half of 2025, the company launched several new products aimed at broadening its appeal, including protein-rich wraps, functional beverages, and collagen-infused smoothies like “Princess Glow.” Jones Salad continues to promote its health education initiatives through digital media, leveraging its mascot “Uncle Jones” to connect with health-conscious audiences.
The continued expansion of these brands underscores the evolving preferences of Thai consumers, who are increasingly prioritizing wellness and nutrition in their dining choices. However, operators remain cautious about long-term risks, including economic volatility and potential market saturation in the coming years.
Executives involved in these developments include Piya Dunkhum, CEO of Green Food Factory; Chalakorn Aekkayaphatthanakun, CEO of Plookpakporakrakmae PCL, which manages Ohkajhu; and the leadership team at Jones Salad.
