The objectives of this study is to estimate household rice demand in Thailand in the next 15 years by analyzing household rice demand based on the social and economic characteristics of the households, studying Thai consumersz rice purchasing behavior and the need of high-quality rice, including estimating Thai rice demand in the global market in the next 15 year. This is to synthesize the research findings and identify policy recommendations on the subject. Research methodology is using household food expenditure data, the social and economic survey data of the National statistical office of Thailand, Analyzing household jasmine rice and white rice demand were conducted through field visits in 8 provinces in 4 regions, including Bangkok, Ayudhaya, Suphanburi, Pitsanulok, Nakorn sawan, Khonkaen and Ubon Ratchathani, collecting 666 samples using Hedonic price model. From the analysis of domestic rice demand and the demand of exporting rice, it was found that household food consumption behavior has been changed. The amount of rice and carbohydrate consumption has been stable while the amount of sugar, dessert, dairy products, butter and egg consumption has increased and people tend to dine out more. The amount of rice consumption per head has decreased from 101 kg./ head/year to 90 kg./head/year in 2011. Income factors do not affect household rice consumption much but the quality of the rice affects more. White rice consumers give priority to the price, while jasmine rice consumers give priority to the brand and the characteristics of rice ( the consumers give priority to the physical characteristics more than the characteristics after cooking the rice). Total Thai rice and white rice export demand tend to increase. The amount of exporting jasmine rice depends on the income factors than the price. The parboiled rice export tends to increase considerably when the exporting price is reduced and when it is stable. Price does not affect parboiled rice export much but the income factors do. Some recommendations related to future rice demand: • For domestic rice consumption, priority should be given to the quality of rice. These factors should be considered while breeding rice varieties. In addition, the difference between the rice for consumption and the rice for processing should be considered more. Awareness should be raised among consumers about the quality of rice. Information about the sources, cooking instructions especially how to add value to quality rice through rice production/ rice profile. Since it has been found that consumers consume instant meals and dine in restaurants more, in the future research should also be conducted on the need of rice for food processing and for restaurants in order to gain clearer scenario of rice demand. • For export, priority needs to be given to creating quality rice as the amount of export in the future will not increase much. In addition, price affects the white rice export considerably. Having high exporting price will considerably affect the amount of white rice export, therefore Thai rice market must be developed with special focus on high quality white rice in order to differentiate from the competitors. Jasmine rice market in the global market must be of high quality and public relations among consumers on the quality and geographical indications must be carried out more. In addition, income factors affect parboiled rice export, therefore it is an opportunity for Thailand to export jasmine rice and parboiled rice with higher price per unit and focus must be given to exporting jasmine rice and parboiled rice. • Based on the econometric analysis, it has been found that it is difficult to gain data on rice demand as the time series data is scattered and some of the data is confidential, especially commercial data and stockpile data which are vital for estimating domestic and international demand. As Thailand is the main rice exporter in ASEAN and in the near future, ASEAN Free Trade Area will be in place, there is a need to create econometric model for estimating demand in ASEAN and in other trade partners and for identifying strategic ways to move forward.