Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Thailand | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Graph - Consumers are worried about the cost of everyday items increasing | 7 | 1 |
| Graph - Older generations prioritise taking precautions for health and safety when leaving home | 8 | 1 |
| Graph - Consumers seek out distinctively tailored products and services to meet their requirements | 9 | 1 |
| Graph - Gen X enjoy experimenting with new products and services | 10 | 1 |
| Consumers in Thailand foresee that their current level of happiness will improve in the future | 11 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Millennials expect to be better off financially in future | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Millennials expect to be better off financially in future (CONT) | 13 | 1 |
| At home, consumers connect with friends or family virtually | 14 | 1 |
| Graph - Frequency of home activities % of respondents (at least weekly) | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| At home, consumers connect with friends or family virtually (CONT) | 15 | 1 |
| Graph - Consumers in Thailand prefer to cook or bake themselves | 16 | 1 |
| Over 35% of consumers state that they do not have time to cook | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Older generations are most likely to state that they do not cook well | 18 | 1 |
| Graph - Barriers to cooking at home by generation % of respondents | 18 | 1 |
| Graph - 53% of consumers in Thailand look for healthy ingredients in food and beverages | 19 | 1 |
| 53% of consumers in Thailand look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Graph - Gen X prefer to find employment that balances personal and work life | 21 | 1 |
| Consumers in Thailand primarily desire job security | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Consumers in Thailand say they have a strict boundary between work and personal life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Consumers in Thailand say they have a strict boundary between work and personal life (CONT) | 24 | 1 |
| Consumers frequently go shopping for leisure | 25 | 1 |
| Graph - Frequency of leisure activities | 25 | 1 |
| Younger generations frequently social with friends online | 26 | 1 |
| Graph - Monthly leisure activities by generation % of respondents (at least monthly) | 26 | 1 |
| Consumers' top travel motivation - safe destination | 27 | 1 |
| Graph - Most important features when planning a trip or vacation | 27 | 1 |
| Gen X prefer to immersion in local culture when travelling | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Consumers in Thailand choose to run or jog as exercise | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Millennials and Generation X are most likely to cycle or ride a bike | 31 | 1 |
| Graph - Weekly exercise habits by generation | 31 | 1 |
| Consumers in Thailand are interested in meditation for wellbeing | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Consumers in Thailand are interested in meditation for wellbeing (CONT) | 33 | 1 |
| Graph - Thais are feeling uneasy about the effects of climate change | 34 | 1 |
| Consumers actively Rating plastics use and recycle | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Thais are motivated to use sustainable packaging | 36 | 1 |
| Graph - Green behaviours and activism | 36 | 1 |
| Graph - Note: Only showing results from respondents who try to have a Rating impact on the environment | 36 | 1 |
| Thais are motivated to use sustainable packaging (CONT) | 37 | 1 |
| Consumers enjoy discovering good deals | 38 | 1 |
| Graph - Attitudes to shopping % of respondents | 38 | 1 |
| Younger generations say that buying eco/ethically-conscious products makes them feel good | 39 | 1 |
| Graph - Attitudes to shopping by generation | 39 | 1 |
| Almost 45% of consumers endeavor to lead a minimalist lifestyle | 40 | 1 |
| Graph - Shopping preferences | 40 | 1 |
| Younger generations look for products with private labels and lower prices | 41 | 1 |
| Graph - Shopping preferences by generation | 41 | 1 |
| Younger generations look for products with private labels and lower prices (CONT) | 42 | 1 |
| Consumers in Thailand would like to increase spending on health and wellness | 43 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 43 | 1 |
| Graph - Millennials are set to increase spending on health and wellness the most | 44 | 1 |
| Over 35% of consumers in Thailand can regularly save a part of their income | 45 | 1 |
| Graph - Financial status and concerns % of respondents | 45 | 1 |
| Older generations are most concerned about their financial situation | 46 | 1 |
| Graph - I rely on financial support from friends or family | 46 | 1 |
| Gen Z expect to increase their savings over the next 12 months | 47 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 47 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 47 | 1 |
| Gen Z expect to increase their savings over the next 12 months (CONT) | 48 | 1 |
| Consumers in Thailand actively manage data sharing and privacy settings | 49 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 49 | 1 |
| Graph - Younger generations are more open to sharing data to receive targeted offers | 50 | 1 |
| Half of consumers visit or update social networking sites almost every day | 51 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 51 | 1 |
| Table/Chart: Tabular Data Analysis | 51 | 1 |
| Graph - Younger generations regularly access to their financial accounts online | 52 | 1 |
| Younger generations are the most engaged with fitness and health apps | 53 | 1 |
| Graph - Frequency of selected online activities by generation % of respondents (at least weekly) | 53 | 1 |
| Over 40% of consumers buy items from social media platforms | 54 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 54 | 1 |
| Millennials are most likely to share opinions about products online | 55 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 55 | 1 |
| About the authors | 56 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 57 | 1 |
| Graph - Analysts in 100 countries | 57 | 1 |
| Tailor these insights to your business | 58 | 1 |
