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The Thailand Consumption Forecast Report is a bi-monthly market research publication by Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) and Hakuhodo International Thailand (HIT). It provides in-depth analyses on key topics within the Thai market, conducted by HILL ASEAN and HIT researchers.

Highlights from the latest issue

This August, we would like to share the fourth volume of the Thailand Consumption Forecast of 2025. This volume expands on Thai consumers’ consumption patterns as Thais embrace self-healing in a loud and tense world.

Thais’ spending score has increased from June to 66, as consumers self-healing and personal well-being drive consumption. Categories such as Home Appliances (+3%), Beauty (+2%) and Dining Out (+2%) have seen an increase in spending.

This report investigates how Thais approach self-healing. The majority (46%) find solace in solitude, while some (38%) believe that time will heal. Others (35%) turn to nature to find the energy to continue. Additionally, self-healing approaches differ by occupation. Office workers want to leave spreadsheets and KPIs behind to nurture themselves in nature. Students disconnect from social media to better connect with their inner selves. Brands can take advantage of these healing methods to get close to consumers.

From our report, the HAKUHODO team has two recommendations:

• “Let Silence Heal” Campaign: Majority of Thais opt to heal in silence, with brands having the opportunity to be the quiet companion Thais need. Brands can encourage Thais to share self-healing moments, pared with ASMR and soothing visuals.
• Healing Space on Mother’s Day: Brands can partner with cozy hotspots to create healing zones for Mother’s Day, offering a space for children and their mothers to relax and reconnect.

We invite you to explore the full report to discover actionable insights and strategies to align with shifting consumer trends. Do not hesitate to contact us for further discussion.

Contributors

Arunrote Laocharoenwong (HIT)

Touchchai Kleebbua (HIT)

Prompohn “Dee” Supataravanich (HIT)

For more insights, please refer to the complete report in PDF format.
(Download links for English and Thai below)
English version:
https://hillasean.com/assets/pdf/reports/Hill_AUG_2025_(ENG).pdf

Thai version:
https://hillasean.com/assets/pdf/reports/Hill_AUG_2025_(THAI).pdf

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