The food preparation appliances market in Thailand demonstrated significant growth in 2025, driven by the health and wellness trend and the influence of social media influencers. With a market size of 1 million units and a growth rate of 4%, this market is attractive due to the rising median disposable income per household, which reached THB369,457 in 2025. To succeed, brands should focus on product innovation, multi-functionality, and energy efficiency, while also investing in their online pres

The home laundry appliances market in Thailand is experiencing significant growth, driven by increasing demand for smart and sustainable appliances, as well as shifting consumer preferences towards convenience and flexibility. With a retail volume of 2 million units in 2025, representing 6% growth from the previous year, this market is attractive due to its steady growth rate and rising disposable incomes. The market is expected to continue growing, with a forecast CAGR of 5% to 3 million units

Thailand's microwaves sales growth outpaced regional performance in 2025, with a 3% increase in volume driven by consumer demand for energy-efficient appliances and rising median disposable income per household, which reached THB369,457. This growth is expected to continue, with retail sales forecast to reach 1 million units by 2030 at a CAGR of 2%, driven by increasing demand for smart features and multi-functionality. The attractiveness of this market is further highlighted by the dominance of

The consumer appliances market in Thailand demonstrated robust growth in 2025, driven by rising incomes, urbanisation, and technological advancements. Median disposable income per household reached THB369,457, supporting demand for appliances with advanced features. The market is expected to grow at a CAGR of 4% over the forecast period, reaching 48 million units by 2030. Key drivers include the increasing popularity of smart appliances, e-commerce growth, and a shift towards premiumisation.

The small cooking appliances market in Thailand demonstrated a robust performance in 2025, driven by consumer demand for energy-efficient and premium products. With a median disposable income per household of THB369,457, consumers were able to invest in high-quality appliances, driving sales growth. Key players such as Sharp and Philips maintained their strength through diverse product portfolios, while Toshiba emerged as a rising player. The growth of retail e-commerce and increasing urbanisati

The vacuum cleaners market in Thailand experienced significant growth in 2025, with an 18% volume growth rate, driven by technological advancements and changing consumer behaviour. This growth is expected to continue, with retail sales forecast to reach 5 million units by 2030, representing a CAGR of 22%. The market is being driven by the increasing demand for smart and automated cleaning solutions, particularly among urban consumers. To succeed in this market, brands should focus on innovative

The refrigeration appliances market in Thailand experienced significant growth in 2025, driven by the adoption of advanced technologies such as smart and AI-powered features, and a focus on sustainability and energy efficiency. With a median disposable income per household of THB369,457 and a stable economic environment, consumers invested in premium appliances with innovative features. Fridge freezers remained the largest category, with growth supported by increasing demand for advanced food pr

The dishwashers market in Thailand demonstrated resilience in 2025, with a growth rate of 1%, reaching a total retail volume of 42,600 units. This growth was driven by consumers' increasing prioritisation of sustainability and energy efficiency, influenced by rising electricity costs and a steady increase in household income. The median disposable income per household was THB369,457, supporting demand for premium appliances. Freestanding dishwashers dominated sales, accounting for 30,600 units,

The personal care appliances market in Thailand demonstrated resilience and growth in 2025, driven by consumer demand for premium and technologically advanced products. With a median disposable income per household of THB369,457, consumers were willing to invest in high-end products with advanced features. The market is expected to continue growing at a CAGR of 4% to reach 4 million units by 2030, driven by the increasing demand for premium products and the adoption of smart technology. Hair car

The large cooking appliances market in Thailand experienced modest growth in 2025, driven by rising disposable incomes and demand for kitchen outfitting in new residential developments. The retail volume reached 739,900 units, representing 1% growth from the previous year. As Thai households gain greater purchasing power, there is an increasing willingness to invest in modern, feature-rich appliances. Sustainability and energy efficiency are significantly influencing product design and functiona

The air conditioners market in Thailand is experiencing significant growth, driven by increasing demand for energy-efficient and technologically advanced products, with a volume growth rate of 5% in 2025. The market is characterised by intense price competition from Chinese brands, localisation trends, and the integration of smart and AI-powered technologies. To succeed in this market, brands should focus on localisation, e-commerce, and innovative product development, while also catering to the

Baked goods in Thailand recorded robust value sales growth in 2025, as higher living costs pushed consumers away from foodservice and towards affordable at-home and on-the-go options. Packaged bread and cakes benefited as practical substitutes for café and restaurant desserts, offering convenience with a lower spend per occasion. Pastries outperformed the wider category, supported by trend-led innovation and viral demand for products such as Shio Pan, which sustained engagement and lifted consum

Retail value sales of breakfast cereals in Thailand rose in 2025, supported by stronger consumer focus on nutrition and wellness, with muesli and granola benefiting most from better-for-you positioning. RTE cereals recorded the fastest growth, as brands expanded flavour variety and introduced single-serve and on-the-go formats that matched busier routines. Over the forecast period, convenience stores are expected to gain importance as distribution widens for smaller packs and cereals increasingl

In 2025, Thailand’s financial cards and payments landscape entered a phase of strategic transformation, driven by digital adoption, evolving consumer behaviour, and regulatory oversight.

Rice, pasta and noodles in Thailand delivered robust retail value growth in 2025 as higher living costs and more expensive foodservice pushed consumers towards home cooking, reinforcing demand for affordable, versatile meal bases. Rice remained central to everyday diets, while pasta recorded the fastest growth as households experimented more with at-home, restaurant-style meals, and instant noodles benefited from convenience and low price points. Over the forecast period, value sales are expecte

Processed fruit and vegetables in Thailand delivered steady retail value growth in 2025, supported by higher living costs and a stronger shift towards home cooking, with shelf stable fruit remaining the largest subcategory on the back of dessert and baking use cases. Frozen processed fruit and vegetables was the fastest-rising area, led by frozen processed potatoes as urban consumers and expatriates prioritised quick preparation, portion flexibility and lower waste versus fresh produce. Over the

Transaction values in credit cards achieved small growth in Thailand in 2025, with cards in circulation seeing a sub-decimal decline. However, the small decline in cards in circulation is an improvement upon the previous year, while the small positive in value transactions has fallen from the previous year.

The number of debit cards in circulation showed a small decline in Thailand in 2025, due to consumer caution about opening new bank accounts, tighter issuance processes by banks, and increasing competition from mobile payment options. Meanwhile, transaction values rose thanks to integration with digital wallets and commercial use.

Charge cards saw a positive performance in Thailand in 2025, in both terms of transaction values and cards in circulation. This performance was driven by steady demand for charge cards among affluent consumers and business clients, who value premium privileges and flexible payment terms.

Store cards saw a positive performance in Thailand in 2025, in both transaction value terms and in numbers of cards in circulation. However, this growth is fairly modest and is mostly supported by “Virtual Membership”, while traditional physical cards are expected to be phased out.

Pre-paid cards saw positive growth in Thailand in 2025, in both transaction value terms and in numbers of cards in circulation. This was driven by open loop cards which outpaced closed loop options and was supported by seamless integration of open loop cards within popular mobile wallets.

Staple foods in Thailand saw strong value sales growth in 2025, as rising living costs encouraged households to reduce foodservice spend and return to home cooking. Health and wellness also influenced purchasing, with breakfast cereals - especially muesli and granola - benefiting from wider interest in more nutritious everyday options. Over the forecast period, staple foods is expected to keep expanding as affordability remains central and consumers continue prioritising products that offer low

Thailand’s processed meat, seafood and alternatives to meat category recorded robust retail value growth in 2025, supported by higher living costs and consumers shifting spending from foodservice to home cooking. Processed options benefited from a clear value proposition versus fresh proteins, combining affordability, convenience and longer shelf life, while chilled processed meat gained share on a less-processed perception alongside ease of preparation. Meat and seafood substitutes outpaced ove

Sauces, dips and condiments in Thailand recorded steady growth in 2025 as households cooked more at home to manage higher living costs and reduced foodservice occasions. Pickled products delivered the fastest gains, while salad dressings also advanced as health-focused eating became more mainstream and supported demand for lighter, cleaner-label options, reinforced by new launches such as Heinz’s dedicated dressing range. Over the forecast period, volumes should be supported by continued home co