Consumer Values and Behaviour in Thailand

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits. 

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Thailand report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Thailand report answers:

  • How is the consumer mindset in Thailand changing? In Thailand, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Thailand purchase decisions?
  • Where and how do consumers shop in Thailand?
  • What health-related activities do consumers in Thailand participate in?
  • What megatrends should I focus on in Thailand (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in Thailand
Consumers in Thailand have complex ideals, preferences and concerns
Gen X worry about the increasing prices of everyday items
Consumers in Thailand conduct thorough investigations on the goods and services they use
Millennials have a preference for branded products over their non-branded counterparts
Consumers in Thailand say it is likely that they will experience greater happiness in the future
Gen X are hopeful that their standard of living will improve
While at home, consumers in Thailand connect with friends or family virtually
Safe location is the most appreciated home feature among Thais
Thais prefer to prepare meals for themselves
Consumers in Thailand claim to be too busy to prepare meals
Younger generations say that their schedule does not allow for grocery shopping
Thai consumers look for healthy ingredients in food and beverages
Baby Boomers expect to have the capability of performing job duties remotely
Consumers in Thailand primarily desire to have job security
Consumers say they have a strict boundary between work and personal life
Consumers go shopping for leisure
Millennials frequently socialise with friends in person for leisure
Thais prioritise getting the most value for money when travelling
Baby Boomers expect immersion in local life and traditions options when travelling
Consumers choose to run or jog as exercise
Millennials cycle or ride a bike weekly as exercise
Thais are interested in meditation to improve wellbeing
Consumers in Thailand are concerned about climate change
Consumers actively pursuing environmentally-conscious lifestyles
Thais motivated to choose products that are designed to use energy more efficiently
Thais like to find bargains
Older generations would buy fewer, but higher quality items
Thais attempt to adopt a minimalist way of living
Older generations look for items that have simple to comprehend labels
Consumers set to increase spending on health and wellness
Gen Z set to increase spending on education the most
Consumers in Thailand are capable of routinely putting away a fraction of their salary
Older generations are uncertain about their current monetary status
Gen Z expect to increase overall spending the most
Consumers actively manage data sharing and privacy settings
Millennials say it is important to foster online identity
Thais access social media accounts to edit profiles
Gen X most frequent in their use of online communication or messaging apps
Younger generations using augmented reality to enhance the shopping experience
Consumers follow or like companies' social media feed or posts
Millennials spread the word about products by sharing it online
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