Direct selling in Thailand continues to struggle in 2025, registering a further decline of 5% to THB60,179 million. This sustained downturn contrasts with the broader consumer landscape, where e-commerce, social commerce, and specialist retailers increasingly attract Thai consumers who seek greater convenience, transparency, and authenticity. High household debt and cautious spending behaviour have further undermined the appeal of traditional direct selling, especially as consumers favour price

Appliances and electronics specialists experienced subdued growth in 2025, shaped by ongoing economic headwinds and dampened consumer confidence. Sales reached THB310,683 million, representing a muted 2% increase over 2024, lagging the regional average seen in Asia-Pacific. The weak economy and low consumer confidence limited discretionary spending, as weak tourism continued to suppress incomes in hospitality, retail, and logistics. These industries are key sources of employment for mid-income h

Retail in Thailand witnessed moderate value growth in 2025, as sales increased by 3% to THB4,620 billion. Performance lagged behind other retail markets in the Asia-Pacific region, due to weaker domestic demand and the slower recovery of inbound tourism in Thailand. Despite subdued GDP growth of 2% and softening consumer confidence, retail remains attractive for operators able to capitalise on high levels of consumer expenditure and the rapid adoption of digital-first, fulfilment-led models. Le

Vending in Thailand accelerated sharply in 2025, achieving a current value of THB12,745 million, which represented 14% growth compared to the previous year. The need for greater convenience has become a defining trait among Thai consumers, particularly in urban environments, where time-pressed lifestyles and a demand for quick access to products are shaping retail habits. This trend aligns with a broader regional and global shift towards convenience-led retail formats, although the rate of expan

Apparel and footwear specialists in Thailand recorded muted performance in 2025, with sales reaching THB77,079 million, up 3% from the previous year. This modest growth occurred despite the challenging economic environment. Subdued consumer sentiment and weak discretionary spending had a notable impact on mid-market and premium players, with lower inbound tourism from high-spending markets reducing footfall in flagship malls and tourist corridors. International and luxury brands, highly exposed

Hypermarkets in Thailand delivered muted performance in 2025, with current value sales reaching THB196,997 million, up just 2% from the previous year. Growth was constrained by weak economic conditions, high household debt, and a sustained decline in discretionary spending, which significantly reduced basket sizes for non-essential items. As a result, hypermarkets remained heavily dependent on staple-driven shopping missions, particularly for bulk groceries and household essentials, rather than

Supermarkets in Thailand recorded subdued performance in 2025, with value sales rising only marginally to THB229,097 million. The limited growth stands in contrast to the broader Asia Pacific retail environment, where convenience-led and hybrid formats have shown stronger expansion. Performance was stifled by a combination of macroeconomic and structural factors, including weak consumer confidence and the ongoing challenge of high household debt, all of which limited discretionary spending and c

Convenience retailers in 2025 demonstrated steady growth despite broader challenges in consumption and macroeconomic conditions. Total value sales reached THB588,524 million in 2025, up 5% over the previous year, although the pace of expansion moderated compared with the double-digit increases seen in 2023. Outlet expansion has slowed in convenience stores, partly due to higher operating costs, inflationary pressures on consumers, and reduced tourist inflows that boost convenience-store expendit

Small local grocers experienced an ongoing decline in 2025, with current value sales falling to THB294,752 million, representing a 10% year-on-year decrease. Channel performance was notably weaker by regional standards in Asia-Pacific, since modern retail channels are gaining traction in Thailand. Weak economic conditions, reduced purchasing power, and rising household debt levels have elevated consumer price sensitivity, accelerating the shift towards the modern channel, which offers lower pri

Health and beauty specialists delivered a mixed performance in 2025, but achieved current value growth of 3% to reach THB156,514 million despite sluggish economic expansion and muted consumer confidence. Demand for beauty, personal care, and OTC health products proved more resilient than other non-grocery retail channels. Beauty and wellness products were deemed small, affordable luxuries, particularly skincare, haircare, and functional wellness categories.

Home products specialists in Thailand experienced a challenging year in 2025, marked by sluggish performance as weak economic conditions and persistently high household debt further dampened discretionary spending. Total value sales declined to THB290,028 million, representing a contraction of 2% for the second consecutive year. In this challenging environment, consumers deprioritised big-ticket and lifestyle-driven purchases such as home improvement, décor, and furniture, leading to a sharper c

General merchandise stores in Thailand delivered a mixed performance in 2025, yet showed resilience in the face of subdued domestic spending and softening consumer confidence. Current value sales reached THB137,580 million in 2025, up 2% from 2024. While economic conditions constrained big-ticket purchases, the combination of tourist demand and value-led impulse buying supported modest growth across general merchandise stores in 2025.

Retail e-commerce in Thailand posted strong current value growth in 2025, up 10% on the previous year to THB1,258 billion. Thailand remains the second-largest e-commerce market in Southeast Asia, accounting for approximately 16% of the region’s gross merchandise value. While many global markets have seen a moderation in e-commerce sales growth, expansion is anchored by Thailand's well-developed digital consumer base, rapid innovation in online models, and intense competition.

In 2025, depilatories in Thailand recorded 4% current value growth, reaching sales of THB449 million. The resilience of depilatories in Thailand is closely linked to their affordability and accessibility, especially when compared with the expanding presence of laser clinics in urban areas, supporting continued demand beyond major city centres.

In 2025, fragrances in Thailand achieved retail value sales of THB14.9 billion, marking growth of 10% compared to the previous year. This rate of expansion, while slightly slower than the even more dynamic growth seen in 2022 and 2023, remains robust by regional standards and indicates a structurally resilient environment for fragrances in Thailand. Despite a cautious economic backdrop and a population that is gradually declining, the market continues to deliver steady value gains, driven less b

In 2025, sun care in Thailand achieved robust growth, with retail volume rising by 5% and current value sales increasing by 6%. This performance not only demonstrates a strong rebound from pandemic-era declines, but also outpaced the growth seen in the previous year, highlighting increasing consumer demand and category dynamism. The underlying population trend, which is seeing the number of people in Thailand gradually declining, underscores the significance of per capita growth in sun care cons

In 2025, bath and shower in Thailand recorded 3% current value growth, with retail sales reaching THB26.6 billion. This outperformed the average for Asia Pacific and global markets, reflecting a resilient shift towards value-driven consumption, even as Thailand’s total population declined slightly to 71.6 million. Against a backdrop of a stagnant economy and cautious consumer spending, growth is being driven not by volume expansion, but by consumers trading up to higher-value, multifunctional pr

Hair care in Thailand delivered strong value-led growth in 2025, with retail sales rising to THB47.3 million, up 6% in current value terms from the previous year. This performance stands out in the Asia Pacific context, where premiumisation and functional innovation have become central to growth. While volume expansion is subdued due to Thailand’s declining population, value growth is being driven by consumers shifting towards science-backed efficacy, preventative health and ritualisation of hai

Men's grooming in Thailand recorded strong current value growth of 7%?in 2025, with retail sales reaching THB20.9 billion. This growth rate outpaced the global and Asia Pacific average, as the category continues to rebound from earlier pandemic-related stagnation and captures demand from urban, appearance-conscious consumers. While the overall population in Thailand was declining slightly in 2025, men's grooming maintained momentum through product innovation and evolving consumer behaviour, part

Skin care in Thailand recorded strong growth in 2025, with retail sales reaching THB106 billion, marking a 7% increase over the previous year. This performance reflects sustained recovery since the pandemic, with the category growing at a faster pace than Thailand's overall consumer expenditure in 2025. While growth has moderated from the double-digit rates seen in 2022 and 2023, the 2025 results highlight the resilience of skin care, especially as cautious spending continues to influence purcha

Colour cosmetics in 2025 achieved robust current value growth of 6% in 2025, reaching sales of THB30.9 billion, following a strong rebound from pandemic lows in previous years. This momentum was notably ahead of the average pace seen in recent years in the wider Asia Pacific region, underpinned by a decisive shift in consumer preferences towards skin care-infused formulations and a digitally accelerated consumer journey. Despite a cautious economic backdrop, shoppers did not reduce usage, but be

Driven by rising per capita spending and deeper consumer engagement, beauty and personal care in Thailand demonstrated robust momentum in 2025, with retail sales reaching THB270 billion, representing current value growth of 6%, outpacing many regional peers. This environment is increasingly attractive for brands, as ongoing product innovation, premiumisation and the integration of science-led, multibenefit formulations into daily routines support not only consistent growth but also higher margin

In 2025, baby and child-specific products in Thailand posted a robust current value increase of 7%, with sales reaching THB9.3 billion, driven by the continuing premiumisation trend, despite a further decline in the child population. This performance outpaced the volume growth of 5%, reflecting a shift to value-over-volume as parents invested more per child in science-backed, clinically-validated solutions. The national population is in slow decline, intensifying the need for brands to focus on

In 2025, deodorants in Thailand recorded robust 6% current value growth, with retail sales reaching THB7.9 billion. This performance demonstrated the continued resilience of deodorants in the face of a declining national population. Despite economic caution, deodorants maintained their function-first, volume-driven status, underpinned by Thailand’s extreme climate, in which heat and humidity make long-lasting sweat and odour protection a non-negotiable daily need.