GrabFood Reports 70 Percent Surge in Ice Cream Demand Driven by Social Media Trend

Brickinfo News Agency – Grab Thailand reported a 70% increase in ice cream orders on its GrabFood platform between July 15 and 29, 2026. The surge occurred during the rainy season and was driven by a viral social media trend known as the "Ultra Smooth Gelato Effect."

The spike in demand contributed to growth across Thailand's estimated THB 25 billion ice cream market, impacting both major chain brands and independent specialty shops. According to platform data, 40% of the recent ice cream orders came from first-time category buyers on GrabFood, while packaged ice cream purchases via GrabMart doubled during the same period.

According to Chirakit Kwangsukstith, Senior Director of Deliveries at Grab Thailand, ice cream sales typically peak during summer and festive periods. However, interest in both freshly scooped and packaged products increased significantly in July. Kwangsukstith noted that social media trends continue to influence urban consumer behavior, encouraging buyers to seek accessible alternatives through delivery platforms.

Data from the platform indicates that established chain shops, including Swensen's, Dairy Queen, and MIXUE, remained the top-selling brands by volume. Concurrently, independent specialty gelaterias, such as Guss Damn Good, Molto Gelato, GERTO Gelato, and Daddy Don’t Know, experienced a 100% increase in sales. Search queries for "gelato" across GrabFood and GrabMart grew sixfold during the two-week timeframe.

Chocolate remained the most popular flavor, representing over 70% of total orders, followed by vanilla and matcha, while pistachio recorded the fastest growth rate among flavors. The average order value ranged between THB 150 and 300. The highest order volumes were concentrated in major urban centers, led by Bangkok, Chonburi, Chiang Mai, Phuket, and Khon Kaen.