Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Consumer landscape | 4 | 1 |
| Graph - Consumer landscape in Thailand 2026 | 5 | 1 |
| Graph - Households by Ownership % of total households | 5 | 1 |
| Graph - Urban vs Rural | 5 | 1 |
| Graph - Source: Euromonitor International from national statistics Note: Data for 2026-2040 are forecasts | 5 | 1 |
| Graph - Over 65 as % of working age population | 5 | 1 |
| Graph - Largest Cities % of total population | 5 | 1 |
| Table/Chart: Tabular Data Analysis | 5 | 1 |
| Personal traits and values | 6 | 1 |
| Graph - Consumers in Thailand look for ways to simplify their life | 7 | 1 |
| Graph - Graph/Chart Analysis | 7 | 1 |
| Gen Z prioritise time for themselves | 8 | 1 |
| Graph - Ranking of life priorities by generation % of respondents | 8 | 1 |
| Graph - Gen X Baby Boomers | 8 | 1 |
| Additional insights on personal traits and priorities | 8 | 1 |
| Graph - Graph/Chart Analysis | 8 | 1 |
| Consumers in Thailand feel comfortable expressing identity with friends and family | 9 | 1 |
| Graph - It is important to experience cultures other than their own | 9 | 1 |
| Graph - You can tell a lot about a person from the car they drive | 9 | 1 |
| Graph - Consumers value real world experiences | 10 | 1 |
| Millennials say it is likely that they will experience greater happiness in the future | 11 | 1 |
| Graph - Future outlook by generation | 11 | 1 |
| Table/Chart: Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January - February 2026 (n = 1,016) | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Personal traits and values survey highlights | 12 | 1 |
| Gen Z | 12 | 1 |
| Gen X | 12 | 1 |
| Millennials | 12 | 1 |
| Baby Boomers | 12 | 1 |
| Baby Boomers (CONT) | 13 | 1 |
| Home life and leisure time | 14 | 1 |
| Connecting with friends or family virtually is a popular younger generations home activity | 15 | 1 |
| Graph - Home activities by generation % of respondents (at least weekly) | 15 | 1 |
| Graph - Gen X Baby Boomers | 15 | 1 |
| Graph - Additional insights on selected home-based activities | 15 | 1 |
| Graph - Graph/Chart Analysis | 15 | 1 |
| Graph - Millennials browse through websites or apps designed for finding potential partners | 16 | 1 |
| Respondents desire safe destinations when travelling | 17 | 1 |
| Graph - Most important travel features | 17 | 1 |
| Graph - Number of domestic and international leisure trips in the previous 12 months | 17 | 1 |
| Home life and leisure time survey highlights | 18 | 1 |
| Gen Z | 18 | 1 |
| Gen X | 18 | 1 |
| Millennials | 18 | 1 |
| Baby Boomers | 18 | 1 |
| Baby Boomers (CONT) | 19 | 1 |
| Eating and dietary habits | 20 | 1 |
| Graph - Consumers in Thailand look for healthy ingredients in food and beverages | 21 | 1 |
| Graph - Of those who are trying to diet to lose weight: | 21 | 1 |
| Graph - Graph/Chart Analysis | 21 | 1 |
| Gen X are most likely to state they are too busy to prepare meals | 22 | 1 |
| Graph - Gen Z | 22 | 1 |
| Graph - Gen X | 22 | 1 |
| Graph - Additional insights on cooking habits | 22 | 1 |
| Graph - Graph/Chart Analysis | 22 | 1 |
| Graph - Many consumers prepare meals themselves at least once a day | 23 | 1 |
| Graph - Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January - February 2026 (n = 1,016) | 23 | 1 |
| Graph - Gen X look for healthy ingredients in food and beverages | 24 | 1 |
| Graph - Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January - February 2026 (n = 1,016) | 24 | 1 |
| Consumers are willing to pay more for products with health and nutritional properties | 25 | 1 |
| Graph - Willingness to pay more for food features by generation % of respondents | 25 | 1 |
| Eating and dietary habits survey highlights | 26 | 1 |
| Gen Z | 26 | 1 |
| Gen X | 26 | 1 |
| Millennials | 26 | 1 |
| Baby Boomers | 26 | 1 |
| Graph - Graph/Chart Analysis | 27 | 1 |
| Working life | 28 | 1 |
| Millennials want to work for a company that takes ethical and social responsibilities seriously | 29 | 1 |
| Graph - Work priorities by generation % of total respondents | 29 | 1 |
| Graph - Gen X Baby Boomers | 29 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Graph - Of overall respondents who ranked prioritising health and safety at work among their top three priorities: | 29 | 1 |
| Graph - Among those who place working for themselves among their top three priorities: | 29 | 1 |
| Thais seek to work close to home | 30 | 1 |
| Graph - Desire for flexible working conditions % of respondents | 30 | 1 |
| Graph - Gen X seek to contribute to a successful company | 31 | 1 |
| Graph - Graph/Chart Analysis | 31 | 1 |
| Consumers in Thailand want to be self-employed | 32 | 1 |
| Graph - Expectations of future work life | 32 | 1 |
| Graph - Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January - February 2026 (n = 919) | 32 | 1 |
| Working life survey highlights | 33 | 1 |
| Gen Z | 33 | 1 |
| Gen X | 33 | 1 |
| Millennials | 33 | 1 |
| Baby Boomers | 33 | 1 |
| Health and wellness | 34 | 1 |
| Health and wellness | 35 | 1 |
| Graph - Thai consumers participate in running or jogging | 36 | 1 |
| Graph - Frequency of health-related habits | 36 | 1 |
| Massage is a popular stress-reduction measure among Millennials | 37 | 1 |
| Graph - Mental wellbeing and stress-reduction activities over the previous six months | 37 | 1 |
| Graph - Additional insights from health and wellbeing attitudes and behaviours | 37 | 1 |
| Graph - Graph/Chart Analysis | 37 | 1 |
| Graph - Thais consider health and nutritional properties to be the most influential product feature | 38 | 1 |
| Younger generations are most likely to track health and fitness | 39 | 1 |
| Graph - Use of technology to support health % of respondents | 39 | 1 |
| Health and wellness survey highlights | 40 | 1 |
| Gen Z | 40 | 1 |
| Gen X | 40 | 1 |
| Millennials | 40 | 1 |
| Baby Boomers | 40 | 1 |
| Baby Boomers (CONT) | 41 | 1 |
| Shopping and spending | 42 | 1 |
| Graph - Thais have a fondness for great bargains | 43 | 1 |
| Graph - Millennials love exploring shopping malls | 44 | 1 |
| Graph - Younger generations look for personalised shopping experiences | 45 | 1 |
| Gen X are most likely to make the effort to buy from local stores | 46 | 1 |
| Graph - Conscious shopping attitudes and behaviours by generation % of respondents | 46 | 1 |
| Additional insights from shopping habits | 46 | 1 |
| Graph - Graph/Chart Analysis | 46 | 1 |
| Consumers often share/swap items or services | 47 | 1 |
| Graph - Frequency of circular buying and selling habits | 47 | 1 |
| Graph - Ethical shopping habits by generation % of respondents | 47 | 1 |
| Millennials regularly engage with businesses' social media content | 48 | 1 |
| Graph - Shopping attitudes by generation | 48 | 1 |
| Additional insights from shopping attitudes | 48 | 1 |
| Gen Z are most likely to use a price comparison websites | 49 | 1 |
| Graph - Use of tech to enhance or simplify the shopping experience (at least weekly) | 49 | 1 |
| Graph - Trust in information sources | 49 | 1 |
| Thais are set to increase spending on health and wellness the most | 50 | 1 |
| Graph - Future spending intentions % of respondents | 50 | 1 |
| Graph - Intentions to increase savings and spending by generation % of respondents | 50 | 1 |
| Millennials say they depend on credit cards and overdrafts to manage their day-to-day costs | 51 | 1 |
| Graph - Consumer finance | 51 | 1 |
| Shopping and spending survey highlights | 52 | 1 |
| Gen Z | 52 | 1 |
| Gen X | 52 | 1 |
| Millennials | 52 | 1 |
| Baby Boomers | 52 | 1 |
| About the authors | 53 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 54 | 1 |
| Graph - Analysts in 100 countries | 54 | 1 |
| Tailor these insights to your business | 55 | 1 |
