These Are the Best-Selling Snack Categories in Southeast Asian Markets as of April 2025

According to TMO Group, there are four snack food categories with the largest market size in Southeast Asia in April 2025. The Southeast Asian countries in here are only Indonesia, Malaysia, the Philippines, Thailand, Vietnam, and Singapore.

These snack food categories are: dried snacks and nuts, chocolate and candy, fruit and vegetable chips, and biscuits and crackers.

Based on TMO Group's analysis of Shopee and Lazada data, nuts are the snack food category with the highest total sales.

Here are the percentages of snack food sales in e-commerce for Southeast Asia by category in April 2025:

• Dried snacks and nuts: 35.9%
• Chocolate and candy: 28.2%
• Fruit and vegetable chips: 20.4%
• Biscuits and crackers: 15.6%

According to TMO Group, within the dried snacks and nuts category, the top subcategories are dried fruits and vegetables, nuts, and beef jerky.

"Its performance is strongest in Vietnam, contributing more than 45% of the gross merchandise value (GMV) for dried fruits and vegetables," said TMO Group on Thursday (July 24, 2025).

Meanwhile, in the chocolate and candy category, TMO Group stated that sales are very dominant in Malaysia, accounting for 25% of snack food sales.

As for fruit and vegetable chips, according to TMO Group, they are very strong in Indonesia, with 45% of the total category sales in that region.

As for the biscuits and crackers category, TMO Group clarified that it is more fragmented, with a mix of mass-market players and innovative newcomers.