In 2024, Thailand's average gross income ranked 10th in the Asia Pacific region, with real per capita disposable income growth of 3.3%, down from 5.4% in 2023. Over the forecast period, per capita disposable income is forecast to increase by 21.3%, driven by economic expansion and government initiatives. However, income inequality remains a concern, with the top 10% of households earning 22.9% of total disposable income, compared to 3% for the bottom 10%.

In 2025, retail volume sales of consumer electronics in Thailand experienced low growth, marking a return to expansion following consecutive declines since 2020. This uptick can be partially attributed to heavy demand for affordable products, with the significant influx and strong presence of Chinese brands intensifying the price competition. While the availability of budget-friendly options likely spurred retail volume growth by making consumer electronics more accessible to a broader consumer

Retail volume sales of mobile phones in Thailand fell by 0.4% in 2025, reaching 15 million units. This minor fall can partly be attributed to the strong decline for feature phones, primarily because contemporary consumers increasingly require more advanced capabilities from their mobile devices. The limited functionalities inherent in feature phones are no longer adequate to support the evolving demands of modern daily tasks, driving a significant shift towards more feature-rich alternatives. Ho

In 2025, retail volume sales of computers and peripherals in Thailand decreased by 4% to three million units. This decline, although at a slower rate than in previous years, was influenced by a range of factors. Despite a gradually improving domestic economy, some Thai consumers maintained a cautious approach towards discretionary spending, opting to replace their devices less frequently. High saturation, and an extended replacement cycle driven by value-consciousness, also contributed significa

In 2025, retail volume sales of in-car entertainment in Thailand declined by 9% to 289,000 units. This reduction was mainly attributed to a combination of factors that reshaped consumer preferences and the market dynamics. For instance, the widespread adoption of smartphones, which offer advanced multimedia capabilities, significantly reduced the demand for stand-alone in-car entertainment units. Furthermore, the integration of connected car features, allowing seamless connectivity with such per

Home audio and cinema in Thailand experienced a notable decline in 2025, with retail volume sales falling by 14% to 679,000 units. This contraction was driven by several key factors. Firstly, prevailing economic conditions led consumers to be more cautious with their spending, particularly on discretionary items such as home audio and cinema equipment. Secondly, the increasing preference for mobile and personal entertainment devices, including smartphones, tablets, and laptops, significantly red

In 2025, retail volume sales of portable players in Thailand increased by 9% to reach 240,000 units. Despite the widespread adoption of smartphones and the growing popularity of streaming services, which rendered many types of dedicated portable audio players redundant for many Thai consumers, the category still experienced growth. This was primarily due to burgeoning demand for wireless speakers and other smartphone accessories, which offered seamless integration with existing devices and high-

In 2025, retail volume sales of imaging devices in Thailand fell by 12% to 107,000 units. This decline can be attributed to the ongoing improvements to and dominance of smartphone cameras, which many consumers find convenient and of sufficiently high quality for their needs. Economic factors, such as tighter household budgets, also contributed to reduced consumer spending on dedicated imaging devices. The strong social media culture in Thailand played a significant role, with widespread smartpho

In 2025, retail volume sales of wearable electronics in Thailand grew by 9% to 1.7 million units. This growth was driven by heightened health awareness, increased disposable incomes, and the widespread adoption of digital technologies. The availability of more affordable and feature-rich devices also contributed to this upward trend. It is crucial for companies operating in this category to understand specific consumer spending patterns and local insights to capitalise on expanding opportunities

In 2025, retail volume sales of home video in Thailand grew by 4% to reach 2.5 million units. This growth was primarily attributed to rising internet penetration rates, which facilitated greater access to digital content. Additionally, the emergence of compelling local and regional streaming platforms, offering a diverse range of relevant content at competitive prices, played a significant role in this growth. These platforms successfully catered to the evolving entertainment habits and spending

Retail volume sales of wireless headphones in Thailand rose by 6% in 2025, reaching a total of 4.7 million units. This growth was attributed to several key factors: technological advancements, a tech-savvy and youthful population, increasing smartphone usage, evolving lifestyles, and enhanced accessibility of both premium and budget-friendly options through various retail channels. The vibrant musical culture and the rising popularity of online gaming and streaming services further fuelled deman

Sales of sugar confectionery have seen healthy growth in 2025, backed by new product innovation and wide product availability. However, the increasing focus on health and wellbeing has put a dampener on growth as sugar confectionery products are high in sugar, which can lead to health and dental problems such as obesity, diabetes, and tooth decay, among others. As the health trend is gaining popularity, players are focusing on releasing healthier products, including no sugar and no calorie produ

In 2024, total volume sales of spirits in Thailand increased by 1%, reaching 737 million litres. This modest growth rate was primarily attributed to economic downturn, which affected consumers’ spending habits. Spirits are typically consumed during social gatherings, and during times of financial strain, individuals tend to cut back on these expenses. Consequently, this led some consumers to opt to switch to more affordable alternatives such as beer or wine, which are more often enjoyed at home

Total volume sales of wine in Thailand increased by 6% in 2024, to exceed 30 million litres, driven partly by the Excise Department’s decision to lower tax rates for wine and nightlife until the end of the year. Grape and sparkling wine taxes were reduced from 10% and THB1,500 per litre, to 5% and THB1,000 per litre, respectively. Additionally, fruit wines and local liquors (under 7 proof) enjoyed a 0% tax rate and reduced baht per litre rates. Import taxes on wine were waived completely. Nightc

Total volume sales of cider/perry in Thailand decreased by 3% in 2024, reaching 1.8 million litres. This decline was largely due to Somersby discontinuing its products, reducing the product variety available to consumers. Few new product innovations further limited consumer choice. Cider/perry relies heavily on the on-trade channel, while expanding off-trade sales poses a challenge, although both channels saw decline in 2024. Thai consumers are generally unfamiliar with cider/perry, and limited

Sales of gum in Thailand have continued to decline in value and volume terms in 2025. Gum has faced strong competition from mints and medicated confectionery as these products not only freshen breath but can also be swallowed, while chewing gum is not supposed to be swallowed, making it less convenient. In addition, chewing gum also creates noise, which can be seen as inappropriate if chewed in public or at work, leading some people to avoid chewing gum and to consume mints or medicated confecti

In 2024, total volume sales of beer in Thailand grew by 5% to 2.3 billion litres, driven by widespread availability in both off-trade and on-trade channels. This growth was partly attributed to a shift in consumer preference from spirits to beer, as individuals sought more affordable options for socialising. Beer was an attractive choice for those looking to reduce their spending. Although off-trade volumes continued to dominate, the on-trade channel saw the strongest growth and remained a cruci

In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes

Increased supply chain costs have presented difficulties for chocolate manufacturers. The rising price of cocoa beans has pushed up production expenses, forcing many brands to respond by either increasing retail prices or reducing product sizes to maintain profitability. Consequently, chocolate confectionery has seen healthy growth in current value terms in 2025 as prices have risen while volume sales have stagnated

Sales of sweet biscuits, snack bars and fruit snacks have seen steady growth in current value terms in 2025, However, growth has slowed down in volume terms compared to the previous year. The increasing focus on healthy eating has negatively impacted growth in some areas, with some consumers looking to cut back on treats and snacks. Nonetheless, products with a healthier image have become more popular, especially fruit snacks, protein/energy bars, and plain biscuits.

Sales of savoury snacks have increased in retail value and volume terms in 2025. Despite this, sales of savoury snacks have seen slower growth in 2025 compared with the previous year. This has been partly due to the challenging economic environment but it is also because consumers have become more health conscious and savoury snacks are generally perceived as unhealthy. However, in response to this, players are launching new lines of savoury snacks that are positioned as nutritious and beneficia

Total volume sales of RTDs in Thailand increased by 8% in 2024, reaching a total of 51 million litres. This growth was partly driven by the convenience and portability of such products, which makes them ideal for on-the-go consumption. They are also sweet and easy to drink, with sugary and artificially flavoured RTDs remaining the mainstream products for the mass market. Meanwhile, growth was also driven by an influx of recent new launches, mainly from Siam Winery’s Spy brand. RTDs are also wide

Sales of snacks in Thailand have continued to grow in current value terms in 2025. The health and wellness trend and premiumisation have created opportunities for players to launch new products, which has helped to drive sales growth in snacks. However, the economy has stagnated in 2025, resulting in slower market growth in volume terms than in the previous year. Some consumers have reduced their spending on snacks which are considered as non-essential products. Moreover, the rising cost of the

Sales of ice cream have declined in current value terms in Thailand in 2025. This decline is in part due to slowing economic growth and rising personal debt among Thais. This has forced some consumers to cut costs and to reduce their spending on unnecessary items, leading to fewer ice cream purchases. In addition, the impulse ice cream that is sold through retail channels is also facing fierce competition from soft-serve and scoop ice cream in foodservice outlets, as many ice cream shops have ex