New opportunities present new challenges. Thai food companies should focus more on developing and marketing value-added products such as ready-to-eat foods, healthy foods and drinks, antioxidant-rich foods, and foods for niche groups such as the elderly. Manufacturers should produce foods that truly stand out in terms of integrity and quality, with the consumer's health and well-being in mind. Young, affluent urbanites are increasingly particular in terms of their lifestyle choices and are focusing on premium foods and beverages. Companies that respond effectively to these consumer needs will flourish.