Consumer Values and Behaviour in Thailand

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Thailand report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Thailand report answers:

  • How is the consumer mindset in Thailand changing? In Thailand, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Thailand purchase decisions?
  • Where and how do consumers shop in Thailand?
  • What health-related activities do consumers in Thailand participate in?
  • What megatrends should I focus on in Thailand (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in Thailand
Taking health and safety measures before leaving the home paramount for Thai consumers
Generation X most comfortable with their identity and expressing themselves
Thai consumers extensively research the products and services they consume
Baby boomers enjoy interacting with all brands, new and old
Thai consumers not convinced they will work less in the future
Gen Z believe they will take on more work and must work harder in the future
Baby boomers spend the most time doing activities at home
Safe location remains the most desired home feature
Thai consumers prefer to cook and bake for themselves at home
Thai consumers way more confident in their cooking skills compared to rest of the world
Baby boomers not held back by barriers to cooking at home
Focusing on nutritional labels most important dietary restrictions for Thai consumers
Millennials strongest advocates of a lenient work-life balance
Job security remains number one work priority in Thailand
Consumers in Thailand aim to maintain a strict boundary between work and personal life
Thai consumers enjoy pursuing shopping as a pleasurable pastime
Baby boomers most interested in leaving the home for leisure activities
Thai consumers prioritise safe destination when travelling
Younger generations expect to get the most value for money options when on vacation
Thai consumers choose to run or jog at least weekly for exercise
Team sports and group classes filled with baby boomers
Consumers are interested in meditation to improve wellbeing
Thai consumers are feeling uneasy about the effects of climate change
Consumers less active in behaviours impacting the environment compared to rest of the world
Baby boomers least concerned about green behaviours and activism
Thai consumers are much less interested in shopping malls compared to the global average
Younger generations more likely to browse stores without making a purchase
Consumers strive to live a simplistic lifestyle free of material desires
Younger consumers especially interested in purchasing private label offerings
Thai consumers expect to increase spending on health and wellness
Gen X expect to increase their spending on health and wellness the most
Thai consumers are capable of routinely putting away a fraction of their salary
Younger generations leading the pack in positive saving habits
Millennials less inclined to try and save money over the next year
Thai consumers take an active role in controlling the sharing of data and managing privacy settings
Baby boomers most active in managing their online profiles and marketing initiatives
Thai consumers committed to social networking daily
Thai millennials are the most active cohort in frequency of online activities
Younger generations most frequently purchase goods online
Thai consumers actively engage with companies online, far above global averages
Thai millennials driving online interactions with companies
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