Thailand

Overall retail volume sales of air care products displayed a modest uptick in 2023. However, this growth narrative unfolded against the backdrop of notable shifts in unit prices. The incremental growth observed in overall volume sales of air care…

The impact of climate change and rising temperatures in Thailand has had a significant impact on the demand for air conditioners in the country. As temperatures rise during the hot and humid months, the need for effective cooling solutions has become…

The number of people travelling via air saw triple-digit growth for the second consecutive year in 2023, with volumes exceeding pre-pandemic levels. The return of tourists from other countries in Asia-Pacific, notably China, was a key contributor to…

Alcoholic drinks saw volume sales rise in Thailand in 2023. Beer and imported spirits registered a dynamic year, while wine saw growth in the number of imports and cider/perry remained a niche segment. Tourism was a key influence on the development…

COVID-19 had a major impact on sales of alcoholic drinks in Thailand in 2020, with foodservice consumption plummeting as establishments in this channel were closed for extended periods, with other restrictions also hitting sales in this channel.…

Despite a decline in the number of COVID-19 cases, demand for analgesics continued to grow in 2023. This was partly due to the revival of pre-pandemic behavioural patterns, including the cessation of mask wearing and social distancing, which meant…

Most categories within apparel accessories are reporting double-digit growth in current value terms in 2023, with the one exception being “other” apparel accessories. This growth has been supported by the ongoing recovery in domestic and…

Apparel and footwear in Thailand continues on the path to recovery in 2023, albeit sales have not yet returned to pre-pandemic levels in current value terms. Even though the country continues to record COVID-19 cases, Thai consumers have learnt to…

Overall current value sales rose in 2023 for apparel and footwear specialists in Thailand, partly benefitting from the continued post-pandemic rebound. Thailand is a difficult market for fast fashion players, however. Even before the pandemic,…

Current value sales in appliances and electronics specialists in Thailand continued their post-pandemic rebound in 2023. Over the end of 2022 and beginning of 2023, the Thai government introduced several stimulus measures, including the offer of cash…

Away-from-home (AFH) tissue in Thailand experienced notable growth in current value and volume terms in 2023, propelled by the rise in domestic tourism and international visitors. This expansion was particularly pronounced due to the heightened…

Baby and child-specific products in Thailand saw dynamic activity from leading brands in 2023. The category was home to several new product developments and marketing communication focusing on clean and green products and packaging. Demand for…

Baby food is seeing positive value and volume growth in 2023, supported by the return to normality following the era of the COVID-19 pandemic and, in turn, consumers’ return to out-of-home lifestyles – despite the sluggish birth rates in Thailand…

Total baby food packaging volumes in Thailand maintained growth in 2023, with increases seen across all categories, although none were able to return to the pre-pandemic (2019) level of unit volumes. Although rising from a relatively low base, dried…

Despite the political and economic uncertainty in Thailand, bags and luggage is set to continue to demonstrate double-digit current value growth in 2023, with the overall category expected to surpass the 2019 pre-pandemic revenue in this year,…

Baked goods manages to achieve positive growth in both retail value and volume terms, despite the return of foodservice heralding stronger growth in on-trade terms. The resumption of tourism, following the era of pandemic restrictions, is attributed…

The Bangkok in Thailand report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Bath and shower saw rising volume and current value sales in Thailand in 2023. Brands active in the category have sharpened their focus on innovations designed to help them rebrand, so that they can differentiate themselves and refresh their…

In 2023, beauty and personal care in Thailand saw demand from local consumers reflect greater sophistication in taste and preferences. While Thais developed a heightened level of concern for health and hygiene when the COVID-19 pandemic was at its…

While folding cartons and HDPE bottles remained the leading pack types in beauty and personal care packaging in Thailand in 2022, squeezable plastic tubes were recording stronger growth in this year. Squeezable plastic tubes have become popular due…

Beer saw volume sales increase in Thailand in 2023. On-trade is considered an important distribution channel for beer in the Thai market. Many brand-sponsored events such as concerts and festivals are held to generate awareness and sales, though this…

Sustainability issues are pushing forward a new chapter in how people get around in cities. From using shared mobility, to buying electric vehicles, urban mobility is a fast-changing industry. The briefing examines urban mobility trends, focusing on…

The unit price of bleach experienced a marginal increase in current terms in 2023, following a notable price hike in the preceding year. This shift in pricing dynamics reflects the intricate balance that bleach is navigating in response to evolving…

Retail sales of bookings continued to grow strongly in constant value terms in 2023 as they edged even closer to pre-pandemic levels. While offline booking saw a strong recovery, online booking still accounted for more than two thirds of retail…

With tap water being undrinkable in Thailand, bottled water is cheap and widely available throughout the country. During 2023, the category saw dynamic growth in off-trade volume terms as an increasingly health conscious population reduced their…

Breakfast cereals maintain demand due to convenience as a nutritious breakfast meal. In this sense, products such as RTE cereals and muesli and granola are proving a success, thanks to the ongoing health and wellness trends. Players in RTE cereals…

Thailand still holds appeal as a desirable location for less value-added industries, such as agriculture and manufacturing, due to its advantageous labour costs and supportive FDI policies. In addition, Thailand is increasing investments into its…

Butter and spreads is benefitting from the resumption of tourism following the reopening of society after the pandemic years. Indeed, Thailand’s tourism trade is again booming, which positively impacts sales via foodservice channels. Many sales of…

Cafés/bars in Thailand registered buoyant growth in current value terms in 2023. Growth was driven by the revival of normal pre-pandemic lifestyles, including the return of consumers to their physical workspaces and more regular contact with family…

The cannabis market has experienced significant turmoil due to uncertainties arising from the actions of the Thai Government. Subsequently, there was a noticeable decline in consumer confidence in legal cannabis consumption in 2023. While demand…

Regular carbonates registered a decline in off-trade volume sales in 2023, in contrast to their reduced sugar counterparts. Thais are becoming increasingly cautious about their sugar intake, given that excessive consumption has been linked wide range…

The increasing preference for cat ownership over dogs is reshaping the dynamics of pet food, particularly for cat food in Thailand. As cats require less food and medication compared to dogs, the demand for cat food is rising steadily as the cat…

During the COVID-19 pandemic, the charge card category declined significantly due to restrictions on all activities such as traveling, dining and entertainment, which impacted normal patterns of expenditure. In the post-pandemic era, consumers have…

As cheese in not typically a main ingredient in Thai cuisine, tourism is an integral factor towards sales and, thus, cheese was affected by the event of the COVID-19 pandemic due to the lack of tourism during this time. As such, cheese manufacturers…

The purchasing behaviour of Thai parents and guardians is becoming more sophisticated when it comes to purchasing childrenswear. While they are still looking for value-for-money they are also increasingly focusing on both fashion and product quality.…

Thailand has returned to normality in 2023, following the restrictions created by the COVID-19 pandemic. Consumers have returned to out-of-home, on-the-go lifestyles, along with a large number of tourists visiting the country. As such, this revival…

Cider/perry saw volume sales increase in Thailand in 2023. Cider/perry relies heavily on the on-trade channel, while it has remained a challenge to develop off-trade sales because Thai consumers are not familiar with drinking cider/perry products. In…

The market for cigarettes in Thailand exhibited a decline in volume terms in 2023, albeit at a slower rate than in 2022. Besides the impact of ongoing economic uncertainty, performance continued to be negatively affected by the impact of excise tax…

The market for cigars , cigarillos and smoking tobacco in Thailand experienced healthy growth in current value terms throughout 2023, with all three segments seeing a significant increase in sales. In the case of cigars and cigarillos, this was due…

The briefing introduces the Cities Households Necessities Spending Index. The index ranks 1,075 cities by household expenditure on non-discretionary items, namely food, housing, and clothing and footwear. This analysis focuses on 160 major cities.…

Despite rising prices, retail sales of coffee saw modest volume growth in 2023, continuing the trend of the previous year. While many consumers struggled with the rising cost of living, amid a slower than expected economic recovery, there nonetheless…

The upturn in demand for colour cosmetics witnessed in 2022 as a result of the relaxation of COVID-19 restrictions continued apace in Thailand in 2023, when an almost complete return to school/work, social and travel norms triggered a massive growth…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Thailand covers production and consumption trends in agricultural commodities, energy…

Retail volume sales of computers and peripherals in Thailand will continue to decline in 2024, albeit at a slower rate than the previous two years. Despite a gradually improving domestic economy, Thais remain wary of splashing out on discretionary…

Concentrates is a small and relatively mature category in Thailand, with sales limited to the off-trade channel. As in the previous year, sales saw only modest growth in volume terms in 2023, due to the growing interest of local consumers in health…

Total confectionery packaging volumes in Thailand continued to rise in 2023, approaching the pre-pandemic level of unit volumes. In 2023, flexible plastic remained the dominant pack type for confectionery packaging, and continued to see a rising…

Asian Pacific economies were hard hit by COVID-19, leading to setback in construction activities in the first half of 2020. Robust Chinese recovery, however, boosted construction output in the second half of the year. Heavy infrastructure…

Sales of consumer appliances continued to see steady growth in retail volume terms in 2023 boosted by new property development and fewer concerns about COVID-19. The government’s economic stimulus programme also encouraged consumers to go shopping…

Thailand’s economic performance in 2023 is improving as the pandemic effects subside and private consumption rebounds. Other positive factors include the surge in Thai and foreign travellers, as well as improvements in the service sector, which is…

Retail sales of consumer electronics in Thailand are expected to contract at a modest rate in volume terms in 2023, following a more significant decline in the previous year. Despite an anticipated rebound in the domestic economy, assisted by the…