Gelato Fever! GrabFood Reports 70% Surge in Ice Cream Orders
Viral social media trends drive a 70% spike in ice cream delivery orders during the rainy season, with new customers surging by 40%.
Stock photo for illustration only, not from the actual event
- Ice cream orders on GrabFood surged by 70% between July 15-29, 2026
- Thailand's 25-billion-baht ice cream market boosted by the 'Ultra Smooth Gelato Effect' trend
- Tub ice cream orders via GrabMart for home consumption doubled
- New customers who had never ordered ice cream before accounted for over 40%
Even though the rainy weather typically keeps people indoors and away from cold treats, Thailand's dessert market is heating up once again thanks to a viral online craze. Fresh data from popular food delivery platform GrabFood reveals that ice cream orders spiked by over 70% over a two-week period from July 15 to July 29, 2026.
Normally, ice cream products achieve peak sales during the summer season or festive holidays. However, Thailand's 25-billion-baht ice cream market this year has received a major boost from the social media phenomenon known as the "Ultra Smooth Gelato Effect," which has rapidly shifted consumer behavior.
Chirakit Kwangsukstith, Senior Vice President of Delivery Business at Grab Thailand, explained that the ultra-smooth gelato viral trend has created a positive ripple effect for players of all sizes, ranging from major brands to small local shops. Consumers who might not have the opportunity to queue up for trending items in stores have turned to delivery services to access alternative products more easily.
Stock photo for illustration only, not from the actual event
GrabFood's data also indicates that users ordering packaged tub ice cream through GrabMart to enjoy at home have doubled. More importantly, over 40% of these users represent a brand-new customer segment that had never ordered ice cream through the platform before.
The Ultra Smooth Gelato Effect highlights the powerful impact of social commerce in modern times, capable of completely overcoming seasonal limitations. The fact that sales grew counter to the rainy season demonstrates that trend-driven consumption outweighs weather factors, especially when delivery platforms can promptly connect consumer demand with merchants through channels like GrabFood and GrabMart, rapidly expanding the customer base.
In terms of brand popularity, major chain stores such as Swensen's, Dairy Queen, and MIXUE remain the top sellers. Meanwhile, specialty ice cream shops have also reaped massive benefits with a twofold increase in sales, including brands like Guss Damn Good, Molto Gelato, GERTO Gelato, and Daddy Don’t Know. The top 5 provinces with the highest ice cream order volumes are Bangkok, Chonburi, Chiang Mai, Phuket, and Khon Kaen.
Source: Thairath Lifestyle
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