HILL ASEAN Thailand Consumption Forecast Report February 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 2025 is well under way, we are delighted to share the first volume of the Thailand Consumption Forecast of 2025. This volume expands on Thai consumer’s consumption patterns as they tackle the New Year after the Holiday season. Thais are certainly feeling the effect of the New Year’s chill – on weather and on wallets. Thai consumer spending decreased to a score of 66, due to consumers aiming to save after heavy spending in the Holiday period, in addition to anxiety from an uncertain economy. Despite this, Thais are still following their desires, resulting in categories such as food (+1%), necessities (+1%) and gifts such as beauty and accessories (+2%) increasing in spending.

This report explores the “Thai-made” trend among consumers, with each generation showing-off their Thainess in their own way. Gen X lead the way in Thai Fashion spend, Gen Y spend the most on Thai festivals, while Gen Z are the driving force behind T-Pop. This continued focus on Thai identity offers brands the opportunity to connect with consumers by aligning themselves with what it means to be Thai. 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.

From our report, the HAKUHODO team has two recommendations:

Do Good, Feel Close Campaign: Making merit is a key part of Thai life. This campaign offers brands a unique way of connecting with fans through making “Virtual Merit.” Fans are invited to a private live stream of their favorite artist performing and making merit together.
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Heart & Heal – Fulfill Your Heart, Take Care of Yourself: This campaign allows for brands to create engagement by celebrating self-love through providing a platform where users can send a “Message to Me,” uplifting, encouraging notes for one’s future self, 3 to 6 months down the line.

Contributors