It is gluttony if your going by fact-based stuff since in-game he mentions this himself and uses this term, but overall greed could be the term applied, not just gluttony, but greed, and pre-determined deals and attacks that satisfy him.
I choose to believe he is the demon of greed, and I believe he does the best job of being a "demon" than the others, they just don't seem to fit the bill all that well, they aren't purely what they wish to be, it is just part of their character, similar to Swain, Darius, Noxus, and all of their connections to strength, or Urgot with Pain, I feel like all the other "demons" are just as closely tied to the thing they are supposedly demon of, as Urgot and others are tied to their themes. Tahm Kench, however, is purely and inherently a perfect embodiment of greed, it isn't just part of his goals, mindset, character traits, it is shown in his appearance, his actions, his style, and etc. but he doesn't push the theme too hard like the rest, he just is, greed.
This is why I once mained Kench, and although I couldn't stick with the same champion forever (it gets old ya know? even though he is great...) I still go back every now and then and make it my mission to Unbench, The Kench. 