Thailand

Oral care in Thailand benefitted from improved consumer awareness in 2023. As was the case in other beauty and personal care categories, oral care also enjoyed new product innovation, primarily in toothpaste where local consumers are shifting towards…

The price of soybeans has seen a continuous surge since 2020 in response to persistently rising demand, with domestic output declining during the latter years of the review period. The retail consumption of soybeans and other soybean byproducts, such…

In 2023 fresh food consumption in Thailand saw an uptick, with several foods benefitting considerably from amplified focus on protein consumption as well as from broader health and wellness trends. Rising awareness of the importance of healthy habits…

2023 witnessed remarkable growth for vitamins in current value terms, continuing the trend of the previous year. Persistent concerns surrounding COVID-19 and other respiratory illnesses, coupled with ongoing health concerns, sustained a robust demand…

RTD tea saw an improved performance in off-trade volume terms in 2023, when compared to the previous year. Growth was boosted by the return of busy pre-pandemic lifestyles, which served to boost impulse purchases and on-the-go consumption. RTD also…

Off-trade sales of energy drinks registered a decline in volume terms in 2023, with price increases by leading manufacturers being a major factor behind this trend. This was due to a number of factors, including roll-out of the third phase of the…

In 2023 skin care in Thailand remained focused on the skinimalism trend, whereby the aim is to use relatively few steps in short but efficient skin care routines. The most important steps for Thai consumers are those centred on cleansing,…

Consumer foodservice in Thailand registered a buoyant performance in 2023, with current value sales exceeding pre-pandemic levels. Growth was driven by the revival of normal lifestyle patterns, including the return of consumers to their physical…

Hypermarkets in Thailand saw current value sales slow in 2023, though growth remained positive. While these stores benefit from selling large volumes, growth is suffering because players focus on targeting customers with medium-to-low purchasing…

The price of coconuts continued to fall in 2023, with domestic demand yet to recover to pre-pandemic levels. Coconuts, as well as foods and beverages with coconuts as an ingredient, are popular among both local consumers and tourists. With the…

As the pandemic and its impact on lifestyles continued to recede 2023, with local consumers resuming pre-coronavirus patterns and habits, meat consumption rose considerably, with beef benefitting from increased consumer spending on dining out and the…

Sports nutrition products enjoyed dynamic growth in current value terms in 2023. As fears surrounding COVID-19 eased, consumers returned to their normal activities, including taking part in physical exercise. This included outdoor sports, like…

Despite a decline in the number of COVID-19 cases, demand for analgesics continued to grow in 2023. This was partly due to the revival of pre-pandemic behavioural patterns, including the cessation of mask wearing and social distancing, which meant…

As food manufacturers respond to the shift towards healthier eating habits in Thailand, they are not only introducing new options with no or low sugar claims, but they are also strategically investing in marketing campaigns that align with evolving…

Hair care in Thailand enjoyed strong growth in both volume and current value terms in 2023, thanks in large part to the enjoyment and interest Thai consumers have in pampering and styling their hair. Local consumers tend to have sophisticated at-home…

The upturn in demand for colour cosmetics witnessed in 2022 as a result of the relaxation of COVID-19 restrictions continued apace in Thailand in 2023, when an almost complete return to school/work, social and travel norms triggered a massive growth…

Convenience stores in Thailand continued to recover and rise in 2023, with expansion in terms of outlet numbers a major driver. Rapid urbanisation, longer working hours, and declines in average household size boosted demand for smaller-format stores…

Polishes exhibited a dual narrative of retail volume growth across most categories (except floor polish, which dragged down the overall growth rate), and intricate pricing adjustments. The growth rate for polish for columns in particular remained…

Dishwashing maintained slow and stable retail volume and current value growth in 2023. While retail volume growth in hand dishwashing was negligible, automatic dishwashing saw a stronger increase from a much lower base. Automatic dishwashing saw a…

In 2022, Thailand’s packaging industry was seeing significant activity in terms of the adoption of sustainable and eco-friendly packaging solutions. Mirroring global trends, heightened awareness of environmental issues among consumers and regulatory…