Alcoholic drinks packaging retail unit volumes recorded growth of 3% in Thailand in 2024, driven by industry initiatives focused on sustainability and premium product innovation. Players such as ThaiBev are collaborating with suppliers to develop packaging that minimises natural resource utilisation, while still maintaining quality and functionality. Notable initiatives include reducing metal can thickness, resulting in substantial material savings, with ambitious targets for further cuts to raw

Lodging (destination) in Thailand witnessed healthy growth in value terms over 2025, primarily propelled by the continued recovery and growth in the tourism sector. Key trends driving this performance include the high volume of international tourist arrivals, with targets set between 38-40 million visitors and high hotel occupancy rates, particularly in key destinations like Bangkok and Phuket, where rates often hover around 80% occupancy. Average daily rates (ADR) have remained elevated or stab

Despite the sharp contraction in overall inbound visitor numbers in 2025, particularly from the Chinese market, Thailand’s travel sector was supported by underlying structural investment in digital and upscale experiences. Travel flows have been facilitated by increased airline capacity and connectivity, whilst significant growth and investment in the lodging sector has led to higher occupancy and rising average daily rates, notably in upscale segments where new properties cater to diverse trave

Thailand's airline industry is undergoing profound strategic changes, as reflected by the aggressive fleet expansion of Thai Airways International PCL and low cost carriers. These airlines are not just adding capacity and frequency but are recapturing market share by optimising route networks and catering to a broader audience. The significant push by low cost carrier Thai AirAsia to operate domestic flights from both Don Mueang and Suvarnabhumi airports has widened passenger choice. Low cost ca

The year 2025 saw a steep contraction in Thailand’s inbound arrivals, with the downturn attributed to decline across of number of source markets in Asia-Pacific, Europe. This major slump was driven by a handful of interconnected challenges, most notably the persistent concerns surrounding personal safety and the higher cost of visiting Thailand.

Thailand's booking category posted robust growth in 2025 supported by higher average expenditure. Travellers are increasingly utilising online channels, particularly mobile apps offered by both major international Online Travel Agencies (OTAs) like Agoda and Booking.com, and regional players like Traveloka. This shift to digital platforms provides travellers with greater convenience, real-time price comparisons, and access to a wider range of options, encouraging more bookings. Furthermore, airl

Sales of herbal/traditional products have seen steady growth in current value terms in 2025. While the market is becoming more dynamic, demand for herbal/traditional products in Thailand is being driven by the increasing familiarity with local herbs and medicinal-food culture. Retail E-commerce/social-commerce is also helping to increase interest and awareness in these products. New product development in terms of formulations and new local brands is being found on e-commerce marketplaces, which

Demand for NRT smoking cessation aids in Thailand continues to rise, with the country’s high smoking penetration rate (driven mainly by the adult male population) offering a wide target audience for brands to focus on. The Thai government also remains steadfast in its efforts to promote smoking cessation among its citizens, driven by the goal of reducing the social costs associated with a smoking population. One initiative has involved a collaboration between the Thailand National Quitline and t

Sales of analgesics have seen strong and steady growth in current value terms in Thailand in 2025. The increasing demand for analgesics in Thailand is being supported in part by the country’s ageing population. This is leading to a higher incidence of age-related conditions and chronic pain, thereby supporting sustained demand for pain management solutions. There is also a growing demand for pain relief gels and topical analgesics/anaesthetic which the elderly (and some other consumers) use to t

Sales of digestive remedies have seen strong growth in current value terms in 2025. Sales have benefited from an increasing consumer focus on gut health and the rising prevalence of gastrointestinal issues, which are linked to lifestyle changes, shifts in dietary habits, and an increase in stress. Modern lifestyles often involve sedentary work and leisure routines and high-stress environments which compound poor dietary choices, leading to a cycle of digestive discomfort. As people become more k

In 2024, Thailand’s beauty and personal care packaging unit volumes grew by 5%, driven by wellness trends, premiumisation and demand for affordable indulgence. Skin care, hair care and colour cosmetics were driving this growth, with brands like Mistine and Laura Mercier adopting refillable PET bottles, minimalist glass jars and compact cushion formats to support natural formulations and hybrid products. Fragrances and deodorants packaging was also seeing strong growth due to emotional wellness a

Sales of eye care products have seen strong and steady growth in current value terms in 2025. The shift towards increasingly digital lifestyles and an ageing population have been key driving factors behind the rising demand for eye care in Thailand in 2025. As the country’s elderly population grows, so does the prevalence of age-related eye conditions like cataract, glaucoma, and age-related macular degeneration (AMD). This demographic trend is creating a consistent and significant demand for ey

Sales of consumer health products have seen steady growth in current value terms in 2025. There are several trends happening that are shaping the overall performance of consumer health in Thailand in 2025. For instance, there is a strong focus on preventative health among consumers in Thailand, especially Gen Z and millennials, who are shifting from reactive healthcare to proactive self-care. Health is now seen as a lifestyle investment and Thai consumers tend to have high interest in adopting v

Wound care has seen moderate growth in current value terms in 2025. Sales have been supported by a growing focus on self-medication, modern fast-paced lifestyles, as well as a shift towards products with valued added features (both functionally and emotionally). Demand has also been supported by a wider distribution presence in more channels, boosted by an increase in the number of pharmacies across Thailand, particularly in local communities and rural areas.

Value sales of cough, cold and allergy (hay fever) remedies have increased in 2025 in current terms. Demand is being fuelled in part by an increase in pollution and climate-related allergies which is driving demand for antihistamines/allergy remedies and nasal sprays in particular. Worsening environmental conditions linked to climate change and air pollution is leading towards a growing prevalence of respiratory issues in children as well as heightened parental awareness/concern among Thais. Dem

Dermatologicals in Thailand continues to see steady growth in current value terms in 2025. This growth is being driven by a combination of factors including increasing health awareness, a growing focus on self-medication, convenience-driven OTC purchases, the impact of Thailand’s hot and humid climate, a rise in sensitive skin conditions (linked to pollution and overuse of some beauty and personal care products), as well as the country's status as a medical tourism hub. Nonetheless, the category

Sports nutrition has continued to see healthy growth in current value terms in 2025, despite heightened price sensitivity, price wars and a crowded competitive landscape. Sales have benefited from an expanding product variety including plant-based products and a wider range of whey protein products. Sales have also benefited from urbanisation, a developing health and fitness culture, and the country’s ageing population, with protein highlighted as being key to healthy ageing.

Sales of weight management and wellbeing have seen strong growth in current value terms in 2025. Sales have been driven by an increasing focus on preventative health, alongside the increasing availability of more convenient product formats (eg powders, RTD, gummies etc) and product discovery on social commerce. Thailand’s obesity rate is rising which is leading to a surge in demand for solutions, such as weight management and wellbeing, to help consumers manage their weight and thereby prevent t

Sales of vitamins have continued to see strong growth in current value terms in Thailand in 2025. This strong performance is being driven by a confluence of factors including Thailand’s ageing population, evolving consumer behaviours in relation to health and wellness, digital acceleration, and a sustained focus on preventative health. Growth has also been fuelled by new product development and innovation, with various new brands and product formulas appearing on the market, thereby providing mo

Dietary supplements has experienced strong growth in Thailand in current value terms in 2025. This is thanks to product innovation, a more diversified offering, distribution developments, aggressive marketing strategies (mainly in terms of pricing), and an audience of increasingly health-conscious and well-educated consumers. Despite ongoing economic pressures many consumers remain keen to invest in their health which is fuelling demand for value-added product offerings which are becoming more p

Sales of paediatric consumer health have seen strong growth in current value terms in 2025. The category has benefited from increasing parental awareness of children's nutrition and health, especially in urban areas. There has also been an increasing demand for paediatric vitamins and dietary supplements, and immunity-supporting products in Thailand, with busy families looking for convenient ways to ensure their children receive a complete nutrition. Despite this, Thailand’s birth rate is fallin

In Thailand, total home care packaging unit volumes were stagnating in 2024, with demand being maintained by the rising awareness of hygiene and cleaning habits. Flexible packaging, particularly flexible plastic and plastic pouches, remains popular as a cost-efficient format that caters to consumers seeking affordable and convenient options. At the same time, rising urbanisation and busier lifestyles are sustaining demand for smaller pack sizes and refill formats, while ongoing sustainability ef

In 2024, single person households in Thailand accounted for 28.7% of all households, driven by the younger generation’s focus on education and career, and an ageing population. Over 2024-2029, the number of households is forecast to grow by 2.8%, with single person households expanding the fastest, by 8.8%. Despite this, the average household size is predicted to remain stable at 2.7 persons. Urbanisation and income inequality continue to pose significant challenges.

In Thailand, other dairy products including cream, coffee whiteners, condensed milk and evaporated milk are all seen as irreplaceable items. In addition to household use, such products are widely used by consumers who run informal, small businesses in Thailand. Condensed milk remains popular in Thailand, being widely used as an ingredient for both desserts and beverages. There is a strong cultural preference for sweetened drinks or snacks like Thai Ancient Coffee (Kafae Boran), roti snacks, shav