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