Sales momentum falls short of 2025 levels but Flora Capital’s Ritu Ahluwalia says signs are positive
As with many countries across Asia, Lunar New Year in Thailand drives a significant surge in fresh produce sales as consumers participate in festive celebrations and gift exchanges.
In the final lead up to the festive period, Asiafruit spoke to Ritu Ahluwalia, head of global procurement & partnerships at Flora Capital.
“Chinese New Year in Thailand feels busy and upbeat, especially in Bangkok and Hat Yai,” she said. “Locations like Chinatown, shopping malls, and temples are seeing strong crowds and healthy spending.”
Ahluwalia said the overall mood has been festive, confident, and commercially strong.
“Sales have picked up recently,” she explained. “While they haven’t reached last year’s levels, the momentum is positive considering the slow start to the year.”
According to Ahluwalia, mandarins have maintained their position as the festive standout this year and given their symbolism will continue to show strong sales over the next few weeks.
“They symbolise the gifting of wealth, luck, and prosperity,” Ahluwalia said. “Their golden colour and round shape represent gold and good fortune, and they are frequently exchanged in pairs during New Year visits.”
Apples, too, are a significant seller in Thailand.
New Zealand-based marketer T&G has reported am uptick in sales of its premium apple brand Envy with forecast volumes projected to be 16 per cent higher year-on-year in Thailand 16 per cent.
“Lunar New Year and Tet are an important consumption and gifting period across Asia, and Envy apples continue to outperform as a premium gift of choice,” said Shane Kingston, T&G’s chief operating officer apples in a recent release. “The growth we’re already seeing for the 2026 season builds on solid 2025 results and is underpinned by strong customer partnerships and experienced in-market teams.”
