Welcome to the Thailand Consumer Trends Outlook 2025 report, where we explore the evolving preferences and behaviors shaping the Thai market. As economic, cultural, and technological landscapes continue to shift, key trends such as value-driven pragmatism, seamless digital lifestyles, authenticity, sustainability as a standard, and the rise of the silver economy are coming to the forefront. These trends highlight how Thai consumers are adapting to modern challenges while embracing new opportunities, balancing practicality and aspiration, and blending local pride with global influences.
This report goes beyond observation, offering actionable insights grounded in data and analysis specific to Thailand’s unique market dynamics. From the growing demand for health-conscious lifestyles to the pursuit of simplicity and transparency, each trend provides a clear framework for understanding how businesses can align with evolving consumer needs. Whether your goal is to deepen engagement with tech-savvy consumers or explore opportunities in sustainability, this report equips you with the insights to stay relevant and responsive in 2025.
1. Value-Driven Pragmatism
In 2025, Thai consumers will navigate economic uncertainties with a cautious but purposeful approach to spending, prioritizing essential goods and seeking value for money. With economic growth projected at a modest 2.3% to 2.9%, the focus is shifting toward maximizing the utility of every purchase. Essentials such as groceries and health products are expected to dominate spending, while a growing cohort of “Value Hackers” actively pursues creative ways to stretch their budgets. This trend is reinforced by increasing reliance on online shopping and a willingness to embrace cost-effective but still represent durable and high-quality alternatives.
The shift toward value-driven pragmatism stems from economic pressures exacerbated by inflation, rising living costs, and lingering financial uncertainties from the pandemic. Consumers are actively rethinking their priorities, choosing products that offer long-term benefits over short-term indulgences. This trend is reinforced by the rise of digital platforms, which empower consumers to compare options, seek deals, and make informed decisions with greater ease.
Younger generations are redefining value to cover not only practical needs but also experiences that enhance their quality of life. While maintaining financial prudence, they are selectively indulging in travel, dining, and entertainment, balancing a focus on essentials with aspirations for meaningful enjoyment. Sustainability is also becoming integral to the value equation, with many consumers factoring environmental and ethical considerations into their purchasing decisions.
What this means for businesses:
Businesses in Thailand must adapt to this evolving definition of value by focusing on affordability, quality, and trustworthiness in their offerings. As digital platforms increasingly influence purchasing decisions, companies need to effectively communicate how their products meet these criteria. Aligning with consumer priorities, including sustainability and practicality, will help brands resonate with Thailand’s value-driven consumers and remain relevant in a cautious yet aspirational market.
2. The Rise of the Silver Economy
Thailand’s aging population is reshaping its economy, with individuals aged 65 and older expected to represent 16% of the population by 2025. This shift establishes older adults as an influential demographic, particularly in sectors such as healthcare, wellness, and financial services. As this group grows in size and economic impact, their spending is expected to expand, with annual growth in key categories forecast between 4% and 8%.
The demographic shift is driven by declining fertility rates and increasing life expectancy, positioning Thailand firmly as an aged society. By 2025, this aging population will play a larger role in shaping consumer markets, prioritizing products and services that enhance health, ensure financial security, and improve quality of life. Health and wellness products, retirement planning tools, and age-friendly services are set to grow in demand, reflecting the desire among seniors to maintain their independence and active lifestyles.
Digital adoption among older adults is also gaining traction, providing access to e-commerce, telemedicine, and digital communication. These behaviors highlight the importance of technology in empowering this demographic and facilitating their interaction with brands. At the same time, younger seniors are increasing their investment in experiential spending, favoring activities such as travel and cultural experiences, which combine enjoyment with personal fulfillment.
What this means for businesses:
Businesses must adjust their strategies to address the preferences of older consumers by offering products and services that prioritize health, accessibility, and meaningful engagement. Digital platforms will be key in reaching this demographic, with an emphasis on user-friendly interfaces and targeted communication. Companies that align their offerings with the evolving needs of Thailand’s aging population will find opportunities to establish relevance and build long-term loyalty.
3. Health at the Heart of Thai Lifestyles
Personal health consciousness is becoming a central focus for Thai consumers, reshaping behaviors and market dynamics. By 2025, more consumers will prioritize preventive care and holistic wellness as they seek to improve their physical, mental, and emotional health. Seventy percent of Thais are actively working to achieve a balanced diet, while health-conscious spending is driving increased investment in groceries, vitamins, supplements, and functional products. This trend reflects a broader commitment to using health as a lens for everyday decision-making, from diet and fitness to the adoption of digital wellness tools.
This shift toward health-focused lifestyles is rooted in the long-term effects of the COVID-19 pandemic, which heightened awareness of personal well-being. Consumers are now emphasizing preventive care, with many adopting the concept of “food as medicine” to manage and prevent health conditions through diet. At the same time, the interplay between physical and mental health is gaining recognition, as consumers increasingly value practices and products that address stress and emotional well-being.
Digital technologies are further driving this trend, enabling consumers to integrate health management into their routines. Smartwatches, fitness apps, and telemedicine services are helping consumers track health metrics and make informed decisions. By 2025, the use of wearables and health-focused apps is expected to grow, reflecting the integration of technology into wellness practices. This digital shift also extends to shopping habits, with 73% of Thai consumers purchasing health-related products through social media, surpassing the regional average.
What this means for businesses:
Businesses must adapt to the growing demand for health-driven products and services by offering solutions that support both physical and mental well-being. Credibility is key, as Thai consumers increasingly prefer evidence-backed products that demonstrate clear health benefits. As digital engagement rises, brands must also ensure their platforms are accessible and user-friendly, meeting consumers where they are in their wellness journeys
4. Seamless Digital Lifestyle
Thai consumers are embracing a digitally interconnected lifestyle, where e-commerce, social commerce, and digital engagement seamlessly integrate into daily activities. By 2025, Thailand’s e-commerce market value is projected to reach 3.5 to 4 trillion baht, reflecting sustained growth at an average annual rate of 11.2%. Social commerce continues to thrive, with platforms such as Facebook, Instagram, and TikTok influencing purchasing decisions for 89% of consumers. As digital interactions increasingly dominate, seamlessness, personalization, and trust have become critical expectations for the modern Thai consumer.
Technological advancements, particularly the adoption of AI, are redefining digital experiences. Personalized content, AI-powered recommendations, and automated customer service tools are reshaping how brands interact with consumers. However, as the digital ecosystem grows, concerns about privacy and data security are becoming more pronounced, with 82% of Thai consumers acknowledging the inevitability of privacy trade-offs.
The demand for seamlessness extends beyond online interactions to the integration of online and offline experiences. Quick commerce, projected to grow by 20-30% annually, exemplifies how speed and convenience are becoming benchmarks for satisfaction. Consumers now expect instant access to products, services, and information, underscoring the importance of efficient and frictionless digital ecosystems.
What this means for businesses:
For businesses, success in this digitally driven market requires delivering seamless, engaging, and secure digital experiences. Companies must invest in user-friendly platforms, leverage AI for personalization, and prioritize transparency in how data is collected and used. Blending online and offline interactions, such as integrating quick commerce and in-store experiences, will be key to meeting consumer expectations for convenience. By focusing on trust, innovation, and efficiency, businesses can thrive in a market increasingly shaped by seamless digital living
5. Sustainability As a Standard
Thai consumers are placing growing importance on sustainability and social responsibility, making these factors central to their purchasing decisions. By 2025, 91% of Thai consumers will prioritize environmental issues, and 65% see climate change as an urgent concern requiring immediate action. This heightened awareness is influencing the way consumers evaluate brands and products, with 58% willing to pay up to 11.7% more for environmentally friendly options. Sustainability is no longer a niche value but a mainstream expectation shaping the Thai consumer landscape.
The increasing emphasis on sustainability stems from a combination of global environmental challenges, local awareness campaigns, and shifting consumer values. Many Thai consumers now seek products with minimal environmental impact, favoring biodegradable materials, recyclable packaging, and sustainable transportation options, such as electric vehicles, which 79% of consumers express interest in owning. This shift is driven by a desire to contribute to environmental preservation and reflects a broader alignment between personal values and purchasing behavior.
However, challenges persist in adopting sustainable lifestyles. High prices, limited availability of eco-friendly products, and a lack of accessible information can act as barriers. Despite this, the demand for authentic, sustainable practices continues to grow, with 79% of Thai consumers believing companies need to take greater responsibility for environmental issues. These expectations push businesses to integrate sustainability into their operations and communicate these efforts transparently to avoid consumer skepticism and accusations of greenwashing.
What this means for businesses:
Businesses must embed sustainability into their strategies, from product design to marketing, to align with evolving consumer expectations. Transparency in environmental practices and clear communication of sustainability initiatives will be critical in earning consumer trust. Brands that offer affordable, accessible, and authentic sustainable solutions while educating consumers on their impact will be better positioned to meet the demands of this increasingly eco-conscious market.
6. Pride in Thai Identity
The “Proud to be Thai” movement is gaining momentum in 2024-2025, driven by a resurgence of cultural pride and support for local products and traditions. Over 91% of Thai consumers express pride when seeing Thai brands succeed internationally, while 47% feel a sense of pride in using Thai products. This sentiment has translated into consumer behavior, with a majority willing to pay more for local brands and 51% believing that buying local products supports the national economy. As Thailand continues to promote its cultural and creative assets globally, the emphasis on Thai identity is redefining consumer preferences and driving growth across sectors
The growth of this trend is fueled by both grassroots consumer sentiment and structured government initiatives. Campaigns such as the “Amazing Thailand Grand Tourism and Sports Year 2025” and the “One Family One Soft Power” policy aim to spotlight Thai culture, food, and craftsmanship on the global stage. These efforts are supported by significant investments, such as a 220-million-baht budget to promote Thai culture through film and media and the expansion of Thai restaurants worldwide, targeting an increase from 30,000 to 100,000 establishments.
At the same time, businesses and brands are aligning with this cultural resurgence. Companies such as Siam Piwat and Central Pattana are elevating Thai design and tourism experiences, showcasing local talent at international events, and positioning Thailand as a world-class destination. The creative economy is projected to generate 8 trillion baht by 2027, with soft power elements such as Thai cuisine, art, and fashion becoming key drivers of global recognition and domestic pride.
What It Means for Businesses in Thailand
The “Proud to be Thai” trend offers businesses an opportunity to explore ways of aligning with growing cultural pride. While not yet a dominant market driver, incorporating Thai heritage into branding and product development can create a sense of authenticity and appeal. Collaborating with local artisans, emphasizing sustainability, or participating in government-led campaigns could allow brands to test how well these elements resonate with evolving consumer preferences. As this trend develops, it could present a platform for businesses to deepen their connection with Thai consumers and stand out in an increasingly globalized market.
7. Simplicity in a Complex World
The “Simple First” trend reflects a growing desire among Thai consumers for products, services, and experiences that simplify their increasingly complex lives. By 2025, 78% of Thai consumers will prioritize ease and convenience in their choices, with younger generations, such as Gen Z and Millennials, especially valuing streamlined solutions. The appeal of short-form content, minimalist technology, and subscription-based services underscores this shift toward simplicity. As busy lifestyles and digital saturation intensify, simplicity has emerged as a cornerstone of consumer decision-making.
The rising complexity of modern life, coupled with rapid technological advancements, has driven Thai consumers to seek simplicity in every aspect of their lives. Platforms such as TikTok exemplify this trend, with 73% of users citing the appeal of its short, easy-to-digest content. By 2025, TikTok usage in Thailand is expected to reach 24.5 million users, reflecting a broader preference for convenience-driven engagement.
This trend extends to purchasing behaviors, where 68% of online shoppers prefer streamlined platforms with simplified interfaces and checkout processes. Subscription services, projected to grow by 35% by 2025, cater to consumers seeking predictable, hassle-free solutions for recurring needs. In parallel, voice-activated technology and meal kit delivery services are gaining traction, reflecting a willingness to invest in solutions that reduce daily decision fatigue
What It Means for Businesses in Thailand
Businesses in Thailand can leverage the “Simple First” trend by offering intuitive, easy-to-use solutions that align with consumer preferences for streamlined experiences. From minimalist app designs to subscription services that automate daily tasks, brands can resonate by reducing complexity and saving time for their customers. However, as simplicity becomes a key differentiator, companies must ensure that their offerings balance ease with functionality to maintain trust and relevance.
8. The Demand for Authenticity
The demand for authenticity has grown as Thai consumers become more sophisticated and aware of brand practices. With 91% expecting transparency and 87% valuing honest communication, this trend is driven by increasing access to information through digital platforms. Social media has heightened scrutiny, making it easier for consumers to identify inconsistencies or greenwashing. As a result, brands must address these expectations by being upfront about their operations, products, and data practices.
Skepticism toward traditional advertising and influencer endorsements is also fueling this shift, with 79% of consumers favoring authentic, user-generated content over polished celebrity promotions. Additionally, concerns over data privacy are pushing consumers to demand clearer information about how personal data is collected and used. Together, these factors are redefining consumer-brand relationships, placing authenticity at the core of trust and loyalty.
What It Means for Businesses in Thailand
Businesses must align with the growing demand for authenticity by prioritizing transparency across all touchpoints. Clear communication of product details, ethical business practices, and responsible data usage will be essential to earning and maintaining trust. While this shift may not yet dominate all market segments, brands that integrate authenticity into their strategies—through relatable advertising, transparent crisis management, and genuine cultural engagement—will have the opportunity to deepen their connection with Thai consumers and foster long-term loyalty.
Intellify is a market intelligence and research firm dedicated to providing data-driven insights and strategic analysis to businesses operating in Thailand. Our platform aggregates industry data, market trends, and competitive intelligence, enabling organizations to make informed decisions with clarity and confidence. With a deep understanding of the Thai market and access to local and government data sources, Intellify delivers strategic & commercial intelligence that helps businesses identify growth opportunities, mitigate risks, and optimize their market positioning. Whether you are an established corporation, a consulting firm, or an international business exploring Thailand, our comprehensive research solutions equip you with the knowledge needed to stay ahead in a dynamic economic landscape.
