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Megatrends in Thailand

October 2021

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends, and insights as to how each trend has manifested in Thailand.

USD 1,325
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Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Thailand report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Thailand report answers:

  • How is the consumer mindset in Thailand changing? In Thailand, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Thailand purchase decisions?
  • Where and how do consumers shop in Thailand?
  • What health-related activities do consumers in Thailand participate in?
  • What megatrends should I focus on in Thailand (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Line BK, Thailand’s first social banking app, clocks two million users
Mobile apps have become a part of urban daily life
Millennials are the most tech-orientated cohort
Most consumers are keen to manage their online privacy
Millennials are the most likely to both protect and share their data
Thais place their trust in consumer reviews
Return to face-to-face activities expected post-pandemic
Experience more
New café in 200-year-old building becomes “Insta-worthy” attraction
Real world experiences are still the most valued
Gen X are the most likely to seek tailored experiences
Thai consumers take pleasure in window shopping
Travellers seek relaxation and safety above all
All generations are eager to resume face-to-face activities
Middle class reset
Panasonic addresses housing shortage with modular homes
More than half of Thais prefer a minimalist lifestyle
Gen X are the biggest bargain hunters
The concept of repurposing is gaining traction
Older generations plan to buy less
Mister Loo provides upscale public toilets with an emphasis on hygiene
Most Thais yearn for a simpler life
Gen X are the most willing to spend money to save time
Most consumers are confident in the value of their investments
Quality and novelty trump value for money across categories
Shifting market frontiers
JD.com launches cargo route to facilitate cross-border e-commerce
Thais are interested in international products and cultures
Almost two fifths of Gen Z plan to work abroad
Gen X are the most supportive of local products
Shopping reinvented
New Central Food Hall location provides superior customer experience
Thai shoppers are keen to engage with brands via social media
Millennials are the most likely to interact with brands
Sustainable living
Meat Zero launches in convenience stores and partners with KFC
Global warming is a top concern for Thais
Consumers are keen to reduce plastics use and to recycle
Ichitan unveils Thailand’s first cannabis-flavoured drinks
Thais score highly in all healthy activities
Millennials are the most physically active cohort
Meditation is practiced by the majority of the population
Millennials are embracing health tech
Consumers are cautious about health and safety amid the pandemic
Leverage the power of Megatrends to shape your strategy today

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Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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