HILL ASEAN Thailand Consumption Forecast Report June Issue

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
As we are halfway through the year, we would like to share the third volume of the Thailand Consumption Forecast of 2025. This volume digs into Thai consumers’ consumption patterns as they navigate Thailand being shook to its core — quakes beneath, cracks in the economy.

Thais’ spending score has further decreased from April to 63, as consumers hesitate amidst uncertain economic conditions. Thais spend on essentials such as food (+8%) and household goods (+5%) but have elected to decrease spending on non-essential categories like clothing (-2%), home appliances (-3%), domestic travel (-3%) and eating out (-2%).

This report digs into Thai’s different survival modes when faced with danger. While 20+ year olds were affected by mild panic, but not full-on fear, 30+ year olds needed to keep calm because money matters most. 40+ Year olds follow the news mostly to ease worries, while 50+ year olds stayed cool under pressure. This allows brands to target specific age groups based on their behavior.

Top 5 Thais Survival Modes during earthquake:

The News Checker – Must know everything before making a move
The Runner – Just run, no time to think!
The Carrier – Beloved items come first, even if the world collapses
The Team Gatherer – The class rep type who shouts, “Let’s stick together!”
The Stunned – Frozen in place, mind goes blank

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