Thailand’s population structure indicates strong consumption potential. Around 70.2% of the population is aged 15–64, the group with the largest and most stable consumer demand.

Thailand is an upper-middle-income economy and ranks fourth in ASEAN in terms of GDP per capita, after Malaysia, Brunei, and Singapore. Living standards have improved over the past decade, with GDP per capita rising from USD 5,801 per person per year in 2014 to USD 7,347 in 2024 (World Bank, 2025). Household consumption in Thailand has improved correspondingly.

Consumer demand in Thailand ranges from essential goods such as food, clothing, and footwear to products related to health, beauty, and entertainment. This diversity creates opportunities for both domestic and foreign businesses to access, develop, and expand in this market.

Main consumer spending categories

According to Thailand’s Statistical Yearbook 2026, Thai consumers devote most of their monthly spending (87.19%) to essential goods and services meeting basic needs such as food, housing, and transport. Specifically, 39.18% of spending goes to food and non-alcoholic beverages, 24.51% to housing, household appliances and furnishings, and 23.5% to transport and communications.

However, spending patterns differ by region. For example, households in Greater Bangkok spend significantly more overall and allocate a smaller share to food and beverages than the national average, while spending more on housing, education, and healthcare.

Table: Average monthly expenditure of consumer households in Thailand, 2024

Source: Thailand Statistical Yearbook, 2026

Consumer trends in Thailand

Thai consumers are considered highly brand-conscious and among the most brand-loyal in the region. Although price remains a key factor affecting purchasing decisions, consumers are willing to pay more for brands they like.

Thai consumers place considerable emphasis on social and cultural norms when making purchasing choices. Foreign firms that understand and incorporate Thai cultural elements in marketing are seen as showing respect to Thai consumers, which can improve awareness of and goodwill toward their brands.

Purchasing decisions are also significantly influenced by recommendations and endorsements from authorities and celebrities. Positive feedback from influencers can build trust and encourage Thai consumers to buy.

In line with broader trends, online shopping is becoming increasingly common in Thailand. According to Statista, in 2025 Thailand was the second-largest digital economy in Southeast Asia, after Indonesia, with around 43.5 million e-commerce consumers and gross merchandise value of USD 19 billion. Shopee, Lazada, Central, Hompro, JIB, and Kaidee are among the most popular e-commerce platforms in Thailand.

In addition, Thai consumers are becoming increasingly health-conscious, driving demand for healthier products. Interest in sustainable and environmentally friendly products is also rising, and socially responsible brands are attracting greater attention from conscious consumers.

Source: Center for WTO and International Trade - VCCI

• Thailand's market size
• Thailand’s import and export activities
• Characteristics of Thailand’s distribution system
• Vietnam’s export situation to Thailand