Total report count: 252
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This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.
Cigarettes saw a marked decline in volume sales in Thailand in 2024. The significant contraction was largely driven by a shift in consumer behaviour towards alternatives such as e-cigarettes and illicit tobacco products, which are often sold at roughly half the price of legal cigarettes. Despite the government’s intensified efforts to crack down on these alternatives, enforcement in 2024 struggled to keep pace with the rapid spread of illegal and unregulated consumption. The affordability and ac
The overall tobacco market continued its downward trend in Thailand in 2024, marking several consecutive years of decline following the introduction of the new excise tax. The significant price increases resulting from the tax appear to have reduced consumer demand, particularly amongst lower-income groups. This shift has also contributed to the rapid expansion of the illicit tobacco market, as consumers have sought less expensive alternatives. Moreover, the growing popularity of e-cigarettes ha
Volume sales of cigars and cigarillos declined sharply in Thailand in 2024. This marked fall was primarily due to lower than expected inbound tourism, as international visitors are the main consumers of these products. Although Thailand welcomed around 35 million tourists in 2024, representing a 26% increase compared to 2023, the figure still fell short of pre-COVID-19 levels. Prior to the pandemic, tourist arrivals regularly exceeded 39 million annually, contributing significantly to demand in
The Thai Government does not support the use of e-cigarettes and has emphasised strict legal enforcement against violators. Individuals who sell or provide e-cigarette-related services are subject to legal penalties of up to three years in prison, a fine of up to THB600,000, or both. Those who import e-cigarettes face even harsher penalties, including up to 10 years in prison, a fine equal to five times the value of the goods, or both imprisonment and a fine.
Eyewear in Thailand has seen steady growth in value and volume terms in 2025, albeit at a more moderate pace compared to the previous year. The growth of eyewear is being supported by an ongoing recovery in the market economy with consumers showing a greater willingness to invest in new spectacles and sunglasses, while more consumers are also embracing the convenience of contact lenses. Thai consumers are also living increasingly digitalised lifestyles, spending long hours on digital screens for
Sales of spectacles continue to see healthy growth in value and volume terms in 2025, albeit more modest than the growth seen in 2024. Growth is being driven by factors including the rising number of cases of myopia, especially among children and office workers, as well as an ageing population which is driving an increase in the number of cases of presbyopia. As these conditions increase so does the need for spectacles to carry out their daily routines. Consumers are also becoming more knowledge
Sales of contact lenses and solutions in Thailand have continued to see healthy growth in value and volume terms in 2025. This growth has been backed by consumer lifestyle changes, an increasing prevalence of myopia, and the influence of fashion trends which is driving the category’s expansion. While daily disposable lenses (DD) is gaining traction, frequent replacement lenses (FRP) remains the largest category in value terms. This is largely due to the greater affordability of these products wh
Sunglasses has seen steady growth in value and volume terms in 2025. Thai consumers are increasingly purchasing sunglasses for functional reasons with there being an increasing awareness of the importance of protecting the eyes from the sun’s harmful UV rays. However, consumers are also purchasing sunglasses for fashion reasons, with these accessories increasingly seen as an important part of achieving a desired look. Premiumisation is also supporting the positive performance being seen from sun
Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.
Sales of pet care have seen dynamic growth in current value terms in Thailand in 2025. This strong performance has largely been fuelled by sales of dog and cat food which account for most sales of pet care and also saw dynamic growth in 2025. This is being fuelled in part by the growing population of pet dogs and cats, with the number of households keeping cats and dogs continuing to rise. This is linked to the growing number of single-person households and increasing number of individuals and c
Sales of other pet food continue to experience steady growth in current value terms in 2025 driven by the ongoing rise in the populations of birds, fish, small mammals and reptiles. This reflects a continuous trend in pet ownership preferences, with more people opting for these types of pets. The lower level of responsibility associated with caring for smaller pets, which typically require less time, space, and resources compared to dogs and cats makes them appealing options for individuals or f
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Cat food sales in Thailand are experiencing dynamic growth in 2025, driven primarily by a rapid increase in the pet cat population, particularly in urban areas. Due to their greater independence, cats are often considered to be more convenient to keep as pets in urban apartments and homes. Additionally, with an increasing number of single-person households and childless couples, more people are turning to cats for companionship. As more people in cities adopt cats as their pets, the demand for c
Sales of dog food in Thailand are experiencing strong and stable growth in current value terms in 2025. This growth is being driven by an ongoing rise in the pet dog population and an increase in owners feeding their pets prepared dog food and dog treats and mixers, rather than non-prepared food such as table scraps. More people in Thailand are choosing to keep dogs as pets, especially in urban areas which are typically more accommodating of pet dogs. This trend is especially prominent in terms
Value sales of home furnishings achieved only marginal value growth in Thailand in 2024, due to economic uncertainties and shifting consumer priorities. Indeed, this situation is being driven by weakened consumer confidence amid rising living costs, high household debt, and limited access to credit due to tighter lending policies. The sluggish recovery of the residential real estate sector, traditionally a key growth driver, has also contributed to reduced demand for large-scale furniture purcha
Value sales of home improvement managed only minimally positive sales in Thailand in 2024, influenced by several factors. The nation's GDP growth decelerated, falling short of expectations and trailing behind neighbouring countries, and high household debt has constrained consumer spending, leading to reduced demand for home improvement products. Indeed, major retailers such as Siam Global House, DoHome, and Thai Watsadu reported sales declines in 2024, despite efforts to expand their store netw
Sales of home and garden in Thailand slowed down in 2024, due to a combination of economic challenges and shifting consumer behaviours. While the gardening category saw healthy growth driven by urban gardening, biophilic design, and government support for sustainable farming, other categories, did not fare as well. Rising living costs, high household debt, and tighter credit availability have led to weakened consumer confidence, prompting delays in large-scale purchases and a focus on more budge
Gardening in Thailand enjoyed healthy growth in 2024, albeit at a lower level than seen in the recent review period. This positive performance is being driven by the popularity of urban gardening and biophilic design. Initiatives like Varmers' vertical farming in Bangkok, which produces over 800,000 strawberries annually, exemplifies the innovative approaches being adopted, while brands such as Grow Space Bangkok and Thai Garden Design cater to urban gardeners with products designed for small sp
Sales of pet products in Thailand are experiencing significant growth in current value terms in 2025, driven by the increasing pet population and the rising number of pet owners. As more households embrace pet ownership, the demand for various pet products, ranging from pet accessories to pet healthcare and grooming products continues to expand. Furthermore, the overall spending on pet products is on the rise as consumers are increasingly prioritising the wellbeing, comfort, and happiness of the
Homewares managed to achieve only small positive sales in Thailand in 2024, due to a combination of economic pressures and evolving consumer behaviours. Rising living costs, particularly in utilities and food, led nearly half of Thai households to report a decline in financial wellbeing, prompting consumers to reduce non-essential spending and focus on necessities. This shift adversely affected discretionary categories like dinnerware, cutlery, and cookware. Additionally, the influx of low-cost
Depilatories in Thailand witnessed steady growth in retail volume and current value terms during 2024. Positive performance was driven by the increasing emphasis on personal grooming, western beauty and evolving fashion trends, notably among the younger population. Depilatories faces challenges from substitute methods of hair removal, including Intense Pulsed Light (IPL) technology for at-home use. A growing number of grooming businesses, such as spas and beauty clinics, are appearing in Thailan
Fragrances is enjoying dynamic volume and value growth in Thailand, reflecting a growing emphasis on wellness and self-care. With consumers returning to normal and hectic lifestyles in the post-pandemic era, many individuals are using fragrances as tools to support mental and emotional wellbeing. Brands are formulating scents that not only provide a pleasant aroma but also support the emotional well-being of consumers.
Sun care in Thailand witnessed strong growth in 2024 supported by rising consumer awareness of exposure to high UV radiation, and tourism-related sales. Whilst locals focus on embracing health and wellness, there is a strong desire to protect the skin at a younger age. The fear of ageing skin is becoming more entrenched, also supporting sales in sun care. Thai consumers are becoming more knowledgeable and are learning to protect their skin from the sun’s harmful UV rays, as well as strengthening
As a mature category with high levels of penetration in Thailand, bath and shower posted decline in retail volume sales over 2024, reflecting a shift away from using bar soap. Nonetheless, the premiumisation trend is supporting healthy growth in current value terms. Thai consumers are increasingly willing to invest in high-quality bath and shower products that offer enhanced benefits, such as moisturising or anti-ageing properties. Products featuring organic, natural ingredients or advanced form
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