Thailand Caviar Market- Trend Analysis & Forecasts

Thailand caviar demand stood at ** tonnes and imported ** tonnes in 2024. Thailand's caviar market is evolving rapidly, backed by increasing demand from luxury consumers, high-end hospitality, and growing local production. With imports from Europe and new aquaculture ventures in Chiang Mai and other regions, the country is emerging as a boutique player in Asia's premium seafood segment, with promising growth prospects by 2030.

Market/ Product Overview

The Thailand caviar market is witnessing a steady growth trajectory, driven by rising gourmet culture, luxury tourism, and expanding distribution networks. As of 2024, Thailand imports ** metric tons of caviar annually, primarily from countries like France, Iran, China, and Italy. However, domestic production has started gaining traction, particularly in the northern provinces, where water conditions favor sturgeon farming. The overall market value stood at around US$ ** million in 2024, projected to grow at a CAGR of **% to reach nearly US$ ** million by 2030. This growth is supported by the rising popularity of fine dining, caviar-based menus in Michelin-star restaurants, and a flourishing e-commerce ecosystem for luxury food.

The expanding middle and upper-middle class population is also contributing to shifting consumer preferences toward exotic and premium products like caviar. Thailand's government and private aquaculture stakeholders are increasingly focusing on scaling sustainable sturgeon farming to reduce dependence on imports and capitalize on export opportunities in Southeast Asia and East Asia. The market is still nascent compared to mature regions but is well-positioned to become a niche yet competitive player in the global luxury seafood supply chain.

Thailand Importance in the Supply of Caviar in Global Market

While Thailand is not yet a leading producer globally, it plays a strategic role in the Asia-Pacific luxury seafood supply chain. The country acts as a key transit and re-export hub for high-value gourmet foods including caviar, leveraging its advanced cold chain logistics and central location within ASEAN. As of 2024, nearly **% of the caviar imported into Thailand is redistributed to neighboring markets such as Singapore, Malaysia, and Hong Kong, supporting the regional demand for premium culinary experiences. Moreover, Thailand’s rising stature as a global tourism and culinary hotspot creates unique demand that attracts top-tier international suppliers to set up localized operations. Chiang Mai and Chiang Rai are emerging as sturgeon farming centers with investments from domestic and foreign aquaculture companies. Thailand's importance is expected to grow as it combines luxury demand, logistical efficiency, and aquaculture development, making it a pivotal player in the Asian premium caviar ecosystem by 2030.

Thailand Caviar Production & Demand

Caviar production in Thailand is a relatively recent development, primarily concentrated in northern provinces like Chiang Mai and Chiang Rai. These regions offer suitable water temperatures and environmental conditions conducive to sturgeon farming, particularly for species like Siberian sturgeon (Acipenser baerii) and Russian sturgeon (Acipenser gueldenstaedtii). As of 2024, local production is estimated at ** kilograms annually, with projections indicating growth to ** metric tons by 2030. The country has seen early-stage investments by companies such as Thai Sturgeon Co., Chiang Mai Caviar Farm, and collaborations with Chinese and European aquaculture experts to transfer technology and optimize breeding practices.

The production cycle spans 5–7 years, which limits short-term scalability but aligns with the long-term luxury positioning of the product. The Thai government is also offering support through aquaculture grants and knowledge transfer programs aimed at diversifying income for inland fish farmers. Hatcheries and closed-loop water systems are being adopted to maintain biosecurity and water quality. In terms of processing, Thailand has invested in HACCP-compliant facilities for roe extraction and packaging to meet export-grade standards.

Overall, while Thailand is still a small-scale producer in global terms, the focus on premium quality, traceability, and niche marketing could allow the country to develop a boutique export brand by 2030, with target markets in Southeast Asia and the Middle East.

Domestic demand for caviar in Thailand has grown steadily over the past decade, driven largely by the luxury hospitality, HoReCa, and premium retail segments. In 2024, estimated domestic consumption reached around **metric tonnes, with nearly **% of the demand originating from Bangkok, Phuket, and Chiang Mai. Thailand’s high-end hotels, such as those under Marriott, Anantara, and Four Seasons, incorporate caviar into their fine dining experiences, catering to international tourists and affluent locals. The growing fine dining scene in urban centers has normalized caviar offerings in degustation menus and gourmet brunches.

Consumer behavior has also shifted due to increased exposure via food influencers, cooking shows, and luxury product promotions during festive seasons. Online platforms such as Gourmet Market, Passion Delivery, and Thammachart Seafood report a **% annual increase in online caviar purchases. A 2023 consumer survey by Thai Food Innovation Agency indicated that nearly **% of upper-income consumers (monthly income above THB 120,000) had tried caviar at least once in the past 12 months, a **% increase from 2020.

As Thailand’s affluent class expands and its reputation as a gastronomic destination strengthens, the demand is expected to rise to ** metric tons by 2030. Demand is also expected to broaden beyond urban centers to luxury resorts and destination restaurants in coastal provinces. Seasonal peaks occur during Christmas, New Year, and Chinese New Year, which account for nearly **% of annual sales. The market is moving from novelty toward mainstream luxury within specific urban and tourist segments.

Market Growth Factors

The Thailand caviar market is being driven by a confluence of factors. First, the rise in luxury tourism, which brought in over 28 million visitors in 2023, has elevated demand for premium foods in hotels and fine dining restaurants. Second, the growth in Thailand’s high-income demographic—projected to grow by **% annually—has created a sustainable domestic base for gourmet consumption. Third, improvements in aquaculture technology, especially in cold water fish farming, have enabled the feasibility of local sturgeon production in Chiang Mai and other northern areas.

Increased awareness about sustainable and ethical sourcing is also influencing consumer preference, with Thailand-produced caviar marketed as traceable and hormone-free. Moreover, e-commerce growth has made caviar accessible to a wider consumer base, with premium food platforms witnessing a **% year-on-year increase in demand for luxury seafood. Importantly, the government's support for fishery diversification and investment in modern cold chain logistics has strengthened both supply chain reliability and quality assurance. These structural drivers are collectively transforming the Thai caviar market from a niche luxury import market to a developing producer and regional distribution hub.

Market Restraints & Challenges

Caviar remains a highly price-sensitive luxury good, limiting market penetration to a small segment of wealthy consumers. With retail prices ranging from THB 4,500 to THB 12,000 per 50g jar, it is inaccessible for the middle-class population. Secondly, domestic production is hampered by long sturgeon maturation cycles, limiting quick supply response to rising demand. Thirdly, regulatory barriers concerning sturgeon species importation and biosecurity controls pose challenges to new aquaculture entrants. The market also suffers from a lack of public awareness and culinary education, which constrains everyday consumption beyond fine dining. Finally, import dependency for high-end species from Russia and Iran makes the market vulnerable to geopolitical shocks and international logistics disruptions. These challenges collectively slow down the pace of market expansion and hinder mass adoption, especially outside urban or tourist-focused areas.

Influence of Thailand in Global Caviar Price

Thailand currently lacks price-setting power in the global caviar market, as it is largely an importer and an emerging boutique producer. Global price benchmarks are still dominated by traditional producers like Iran, Russia, China, and Italy. Thailand’s caviar prices are dictated by import costs, including logistics, tariffs, and brand markups, making it a price taker. For instance, retail pricing in Thailand is about 15–25% higher than in origin countries due to cold chain handling and taxes. Local producers are focusing on premium quality and small-batch artisanal branding to command higher margins, but these do not influence international prices. Until Thailand achieves scale in both production and exports, its influence on global pricing will remain minimal.

Between 2018 and 2024, caviar prices in Thailand have shown a consistent upward trend. Import prices increased from an average of US$ 900/kg in 2018 to US$ **/kg in 2024, largely due to rising transportation and compliance costs. Export pricing, though limited in volume, averaged around US$ **/kg for boutique Thai brands, targeting markets like Hong Kong and UAE. Wholesale prices for top-tier imported brands such as Petrossian and Calvisius range from US$ **–** per kg, depending on species and packaging. Local wholesale caviar sells for about US$ **–**/kg due to lower brand recognition but improving quality. Seasonal demand spikes around holidays often cause temporary price increases of 8–12%. Pricing volatility remains a concern, especially for imported caviar, which is affected by foreign exchange fluctuations, geopolitical tensions, and freight constraints. The development of domestic supply is expected to stabilize price volatility in the long run.

Thailand Caviar Market Segmentation

The Thailand caviar market can be segmented based on species, distribution channel, end-use sector, and price tier. By species, Siberian (Acipenser baerii) dominates with around **% share due to favorable farming conditions in northern Thailand and relatively lower cost. Ossetra follows closely with **% market share, while Sevruga and Kaluga account for the remaining **%, primarily from imported sources.

In terms of distribution channels, hotels and restaurants (HoReCa) are the largest segment, contributing about **% of the total volume in 2024. Premium retail, both physical and online, holds **% share, with a notable uptick in luxury food e-commerce platforms. Specialty food stores, gourmet supermarkets, and duty-free outlets serve high-income Thais and international tourists. Direct-to-consumer sales through farm boutiques and brand-owned websites are gaining traction, currently accounting for about **% of the market.

By end-use, luxury hospitality—including five-star hotels and resorts—constitutes the primary consumption base. Fine-dining restaurants and caterers represent another significant segment, while individual consumers are gradually increasing in share due to rising income levels and culinary curiosity.

Price-tier segmentation reveals a bifurcation in the market: ultra-premium caviar (US$ **+ per 50g) from France, Iran, and Russia accounts for **% of sales, while mid-tier options from China and emerging local farms make up **%.

The segmentation underscores a maturing market where demand is expanding across both high-end luxury and emerging mid-premium consumer bases, influenced by availability, marketing, species preference, and brand positioning.

Consumer Preference on Caviar Species in Thailand

Thai consumers demonstrate a growing sophistication in species preference. Beluga (Huso huso) remains the most sought-after, though its availability is limited due to CITES restrictions. Ossetra (Acipenser gueldenstaedtii) and Siberian (Acipenser baerii) caviar are the most widely consumed, accounting for nearly **% of total caviar imports in 2024. Kaluga and Sevruga species are niche yet increasingly popular due to their distinct flavor profiles. A consumer survey conducted by Siam Gourmet Research in 2023 indicated that **% of caviar buyers preferred Ossetra for its balanced taste, while **% opted for Siberian for its affordability and smooth texture. Packaging format and sustainability claims also influence preferences, with tin-packaged and glass jars both in demand. Traceability and origin labeling are becoming more important among high-end consumers. Locally produced Siberian caviar is gaining traction, especially among domestic connoisseurs and hotels preferring fresher, nearby-sourced products.

Thailand Caviar Trade (Export & Import) Trend

Thailand’s caviar trade is primarily import-driven, with total imports reaching an estimated ** metric tons in 2024, valued at US$ ** million. Major source countries include France (**% share), China (**%), Italy (**%), and Iran (**%). The growing popularity of Chinese Kaluga and hybrid varieties has made China a more prominent player in Thailand’s import matrix. Import volumes have grown at a CAGR of **% since 2018, reflecting rising domestic demand.

On the export side, Thailand is beginning to emerge as a boutique caviar supplier in Southeast Asia. In 2024, exports touched around ** kilograms, mostly to Singapore, Malaysia, and the UAE. Export value stood at US$ ** thousand, dominated by small-scale premium brands like Chiang Mai Caviar and Thai Sturgeon Co. These brands market themselves as eco-conscious and boutique, appealing to regional gourmet buyers.

Tariff rates for caviar in Thailand range between **% and **%, depending on origin and packaging, with occasional waivers under ASEAN Free Trade Agreements. The outlook for trade is positive, with expectations that exports will surpass ** kg annually by 2030 as domestic production increases.

Thailand Caviar Market Competitive Analysis

The Thailand caviar market is moderately competitive, with a mix of foreign brands, domestic farms, and premium distributors. International brands like Calvisius (Italy), Prunier (France), and Imperial (China) dominate the ultra-premium space and maintain strong ties with top hotels and resorts. These companies benefit from high brand recall and a reputation for consistent quality.

Domestically, Chiang Mai Caviar and Thai Sturgeon Co. are the leading players, together controlling over **% of local production. They supply to select five-star hotels and fine-dining restaurants and are beginning to penetrate online retail with curated packages and chef-led brand campaigns.

Distributors such as Thammachart Seafood, Global Premium Foods, and Gourmet Market play a pivotal role in linking producers to end-users. They have extensive cold-chain infrastructure and established relationships with retail chains and HoReCa clients. Import licensing, temperature-sensitive logistics, and regulatory compliance create entry barriers, favoring established players.

Competitive differentiation is increasingly focused on origin traceability, ethical aquaculture practices, and culinary partnerships. Marketing strategies now include chef endorsements, tasting events, and digital campaigns to increase awareness and engagement among affluent consumers and gastronomy professionals.

List of Key Companies (Suppliers/ Processor/ Exporters),

■ Chiang Mai Caviar
■ Thai Sturgeon Co. Ltd.
■ Thammachart Seafood
■ Gourmet Market – The Mall Group
■ Calvisius Caviar
■ Prunier Caviar
■ Royal Belgian Caviar
■ Iranian Beluga Co.
■ China Sturgeon Company
■ Global Premium Foods Co. Ltd.
■ Beluga Imperial
■ King Oscietra Thailand
■ Siam Sea Treasure Co. Ltd.
■ Ecolife Caviar

Future Outlook

Thailand’s caviar market is expected to grow steadily through 2030, with domestic production likely to expand fivefold and imports rising to meet diversified demand. Continued investment in aquaculture infrastructure and strategic trade partnerships will enhance the country’s positioning as a regional boutique supplier. Growing consumer sophistication, rising luxury tourism, and advancements in cold chain logistics will support broader adoption. Regulatory support and promotional campaigns will play a pivotal role in driving consumer confidence in local brands. By 2030, Thailand is projected to handle over ** tonnes of caviar annually, with exports gaining visibility across Southeast Asia and the Middle East.