Health & Value Drive Thai Consumer Spending Amid Volatility

In a climate of economic uncertainty, consumers are clearly adjusting their spending behaviors to safeguard financial stability. For Thai consumers in particular, the twin forces of health and value are taking center stage — and for foreign investors entering Thailand, recognizing and responding to this shift presents a significant opportunity.

Shifting Behavior Under Economic Pressure

Rising living costs are altering how Thais spend: 57% of Thai consumers say increasing cost of living has caused them to change their spending patterns. Meanwhile, 65% perceive the country’s economic situation as “poor,” up by ten percentage points from the prior year.

As a result, we see a clear pull-back from large-ticket items: over 53% feel uneasy about purchasing big-ticket goods (e.g., homes or cars) and 46% are uneasy about typical household goods. These rates have grown by six and ten percentage points respectively year-on-year.

Across Southeast Asia the pattern is similar: approximately 43% of consumers are cutting non-essential spending in the face of inflation and uncertainty.

Value-Seeking Behavior Expands Across Income Segments

The “value-seeker” mindset is no longer limited to low-income groups. Research from Deloitte shows that over half of Baby Boomers and Gen X in Thailand are looking for value-for-money at the same rate as younger consumers.

What does “value” mean in this context? It is not simply the lowest price. Rather, it is the balance of price, quality and benefit. Thai consumers are selecting goods and services that deliver the right mix of these elements.

For example: In Thailand, 51% of consumers are willing to switch consumer packaged goods brands (such as food items) if a new brand offers better value. And while price remains top-of-mind (51% regard it as the number one factor when choosing everyday consumables, compared with taste at 47% and nutritional value at 43%), the perception of what constitutes “value” is becoming more sophisticated.

Consumers are also spending more time making decisions: 47% of Thai consumers say they now take longer to decide before buying — reflecting more comparison, research and deliberation.

Health Moves to Centre Stage

Beyond value for money, health is increasingly a key driver of purchase decisions. Thai consumers view health and wellbeing (physical, mental, beauty) as an investment rather than a discretionary extra.
Notably, 44% of Thai consumers say they have increased spending on education, health and wellbeing compared to the previous year — indicating a shift toward long-term life stability rather than short-term consumption.

Food safety is also critical: 66% of Thais worry about pesticide residues in food, 55% about additives/preservatives, and 51% about health consequences of processed foods. About 63% feel they themselves are responsible for selecting healthy food.
Health benefits now influence brand switching: 43% of Thai consumers say health benefits are among the top factors prompting them to change food brands — even when the alternative is higher priced.
Technology plays a role: 79% use at least one health app or wearable device (averaging three per person), and 98% say these devices influence daily routines. Moreover, 53% are comfortable using generative AI for health and nutrition advice.
In short: Thai consumers are still budget-conscious — but when health and long-term well-being are involved, they are willing to pay for value.

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Implications for Brands and Investors

Given this dual focus on health and value, companies entering or operating in Thailand should consider the following strategies:

Emphasize health-benefit credentials: Brands that can demonstrate scientifically backed health or wellness claims — and tell a compelling story via data-driven storytelling — will cut through.
Deliver genuine value, not just low cost: In this environment, “value” means delivering quality, meaningful benefits, convenience, and fairness of price, not simply being the cheapest.
Offer convenience and digital-first experience: Thai consumers are comparing, researching and buying via digital/social channels more than ever. Brands should adopt omnichannel, seamless delivery and membership/loyalty frameworks.
Maintain quality and transparency: Trust & authenticity matter. Clearly communicate what your product or service delivers, what the ingredients are, and what the outcome is.
Segment and personalize: Consider tiered offerings such as a “value line” for cost-sensitive segments and a “premium healthier/sustainable line” catering to affluent consumers seeking the best. Personalized communication further strengthens relevance.
Position as investment in well-being: For foreign investors, it is vital to articulate that purchases are not just cost centers but investments in a healthier, more stable lifestyle — aligning with the mindset of Thai consumers today.

Why Now Matters

In a globally volatile environment, Thai consumers are shifting from lifestyle inflation to value-driven, health-oriented spending. Reports from Euromonitor International show that consumer health product sales in Thailand are growing steadily in current value terms in 2025 as consumers treat health as a lifestyle investment.
At the same time, the PwC “Voice of the Consumer Survey 2025 – Thailand Snapshot” emphasizes that 57% of Thais said rising living costs influenced their spending, and health and food-safety factors are strongly affecting decisions.
For the international brand or investor entering Thailand, aligning with these two megatrends — Health & Value — is not just advantageous, it is becoming essential for relevance and competitive advantage.

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