Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

Tissue and hygiene in Thailand demonstrates sustained value expansion in 2025, achieving current value sales of THB56.4 billion, underpinned by the revival of social routines and rising consumer expenditure despite a gradual population decline. The landscape is characterised by a pronounced shift towards premiumisation, with consumers increasingly seeking higher-quality products that prioritise comfort, reliability, and visible added benefits, even in the context of moderating GDP growth and ong

Menstrual care delivered robust current value growth in 2025, with retail sales rising to THB10.9 billion, up 4% year-on-year. Retail volumes also increased, rising by 2%? to reach 3.4 billion units, supported by greater purchasing frequency and low inflation. The population aged 12-54 remained fairly stable, with only a minor decline to reach 21.1 million, while the median disposable income per household increased to THB369,371 in 2025, helping sustain spending on menstrual care despite econom

Wipes in Thailand experienced robust current value growth in 2025, with retail sales rising to THB2,127 million, marking a 7% increase from the previous year. This outpaced the general recovery in household purchasing power, as low inflation and improved consumer confidence due to a rising median disposable income per household encouraged purchases of larger packs and a return to preferred mid- and premium-tier brands. The continued expansion of retail e-commerce platforms played a pivotal role,

In 2025, away-from-home tissue and hygiene in Thailand experienced robust current value growth, with sales reaching THB10.8 billion, posting a 6% increase over the previous year. This performance is closely tied to the growth in tourism and foodservice activity, as international arrivals rose and hospitality, restaurant, and entertainment venues drove momentum. Hotels, restaurants, clinics, offices, shopping centres, and schools prioritised cost efficiency in their procurement strategies, favour

Nappies/diapers/pants in Thailand posted robust current value growth in 2025, with retail sales reaching THB23.2 billion, representing a 5% increase on the previous year. Value expansion outpaced volume growth, which rose by 3% to 1,968 million units, as households maintained purchasing frequency thanks to a rise in the median disposable income per household, easing price pressures, and stable, low inflation. The result was a healthy environment for both higher-end and mainstream products, refle

Retail tissue in Thailand achieved steady value growth in 2025, with retail sales reaching THB14.7 billion, up 5% from the previous year, while volumes grew 4% to 111,400 tonnes. Thailand’s total population stood at 71.6 million in 2025, reflecting a gradual decline from previous years as the population ages and the birth rate falls. Despite this demographic pressure, retail tissue consumption continued to rise due to the rising median disposable income per household, low inflation, and rising h

Retail adult incontinence in Thailand recorded strong current value growth in 2025, with retail sales rising 6% to THB5.5 billion and retail volumes increasing 4% to 256 million units. These rates outpace the previous year’s growth and signal a healthy demand environment. Volume expansion is supported by Thailand’s ageing population, which is a significant consumer group. The population aged 65 and above reached 11.5 million in 2025, up significantly from 9.2 million in 2020, even as the total p

Full-service restaurants in Thailand are increasingly characterised by polarised consumer behaviour, with everyday dining shifting towards more affordable options, while premium venues capture weekend and special occasion spending. As households remain cautious with discretionary budgets, visit frequency has softened, particularly in mid-range segments.

In 2025, street stalls/kiosks in Thailand benefited from heightened price sensitivity and sustained demand for convenient, on-the-go consumption. As consumers reduced discretionary spending, many shifted from higher-priced dining formats towards more affordable options. The channel also benefited from strong demand for snacks and beverages such as bubble tea, which are well suited to urban lifestyles and consumed throughout the day, particularly during weekend leisure activities. Independent ope

Consumer foodservice through retail was a key growth driver among non-standalone locations in 2025, supported by the continued expansion of shopping centres and their role as multi-purpose lifestyle destinations. Consumers increasingly combine shopping, dining and leisure in a single trip, embedding foodservice occasions within broader visits rather than treating them as standalone activities. At the same time, standalone locations continue to gain traction as operators expanded beyond malls, su

In 2025, Thailand’s consumer foodservice industry was shaped by persistently high living costs, driving heightened price sensitivity among consumers. While the frequency of eating out remained relatively resilient, spending increasingly shifted towards formats offering perceived value-for-money, including limited-service restaurants, convenience-led foodservice and street stalls/kiosks. At the same time, consumers continued to trade up to more experience-led dining, particularly at weekends and

Café/bars in Thailand are increasingly characterised by premium yet affordable beverage choices, with products such as speciality coffee, matcha and functional smoothies acting as small, affordable indulgences. Health and wellness continues to underpin demand, particularly within juice/smoothie bars, where natural ingredients, functional add-ons and perceived benefits such as energy, fitness and wellbeing support ongoing interest.

In 2025, self-service cafeterias in Thailand continued to benefit from a strong positioning around affordability and convenience. In a cautious economic environment, consumers increasingly favoured formats offering transparent pricing, portion-based meals and efficient service, making them a practical alternative to higher-cost dining options. The channel also gained from broader trade-down behaviour, capturing everyday meal occasions from consumers seeking to manage spending. Ikano (Thailand) C

Foodservice sales through limited-service restaurants in Thailand increased in current value terms in 2025, supported by resilient demand from local consumers and the continued use of deals and promotions to stimulate sales. Amid elevated living costs and the relatively high cost of dining out, many consumers increasingly turned to limited-service formats for their affordability and convenience.

In 2025, dishwashing in Thailand posted stable current value growth of 2% to reach THB6.5 billion, supported by enduring hygiene habits and evolving product formats. The median disposable income per household in Thailand was increasing, supporting the demand for dishwashing products. The largest category in 2025 remained hand dishwashing, with retail sales of THB5.3 billion. This dominance is attributed to the prevailing practice of handwashing dishes in Thai households. With the urban populatio

In 2025, laundry care in Thailand remained one of the largest markets in Southeast Asia, with a retail value of THB41.9 billion. Despite rising inflation and cost-of-living pressures, the category remained resilient as laundry care is considered a non-discretionary purchase. The rising median disposable income per household in Thailand also helped drive demand for these products.

In 2025, the polishes market in Thailand saw a continued shift towards more convenient and versatile product formats. Traditional shoe polish pastes and tins lost relevance among younger consumers due to the growing sneaker culture. As a result, brands adapted by introducing liquid polish, sponge applicators and instant-shine wipes, which appealed to convenience-focused urban professionals.

The home care market in Thailand continued to grow in 2025, driven by increasing urbanisation, rising disposable incomes and a growing emphasis on hygiene and cleanliness. In 2025, the market recorded a retail value of THB66.7 billion, representing 4% current value growth from 2024. Laundry care remains the biggest category, while surface care is projected to see the strongest growth. To succeed, brands must innovate and adapt to changing consumer preferences, prioritising sustainability, health

In 2025, bleach category growth in Thailand was driven by a strong association with health and wellness, particularly its properties like killing germs, disinfection and protection against illness. This connection was reinforced during the COVID-19 pandemic and continued into 2025 as households remained highly hygiene-conscious. The retail sales of bleach in Thailand reached THB148 billion in 2025, representing 2% current value growth from the previous year. The urban population in Thailand made

In 2025, Thailand's surface care market is characterised by a blend of economic caution and growing environmental awareness, seeing current value growth of 2% to reach sales of THB5.8 billion. The median disposable income per household in Thailand has been steadily increasing, which suggests that consumers have more money to spend on premium products. This is reflected in the growing demand for premium surface care products offering superior efficacy and fragrance.

Toilet care in Thailand maintained a stable retail value growth rate in 2025. However, the demand for toilet care products remains relatively niche, primarily popular among urban dwellers and high-income earners. The rising median disposable income per household in Thailand in 2025 was therefore supporting the demand for premium toilet care products.

The air care market in Thailand continued to expand steadily in 2025, driven by the intersection of wellness, lifestyle and home aesthetics.

Home insecticides in Thailand registered 3% current value growth in 2025. This continued growth was driven by the strong need for protection from insects in the home, with consumers taking a more careful approach to dealing with pests to avoid illnesses such as dengue. The median disposable income per household in Thailand was seeing a steady increase in 2025, which may have contributed to the growth in the home insecticides market, as consumers were able to spend more on health-related products