General
Thai Consumers Prioritize Value Amid Financial Caution
A new Milieu study reveals that 77% of Thai consumers are relying on savings or loans to manage expenses, with a strong shift toward value-driven spending.
According to a 2026 consumer study by Milieu Thailand, reported by Khaosod Online, Thai residents are entering a period of heightened financial prudence. The data, collected in April 2026, indicates that 66% of respondents are now more cautious with their spending, a notable increase from 56% in 2025. Furthermore, 77% of those surveyed reported needing to tap into their savings or take out loans to cover their daily living costs.
For residents and travellers, this shift reflects a broader economic climate where 'value for money' has become the primary driver for purchasing decisions across almost all categories. While 51% of consumers noted that their spending has increased compared to three months ago, 55% remain uncertain about their financial stability for the upcoming quarter. Despite these pressures, digital commerce remains dominant, with 82% of consumers preferring online channels. Notably, health and personal care products are the categories consumers are most reluctant to cut from their budgets.
While the study highlights current spending habits and a trend toward cautious consumption, it remains to be seen how these financial sentiments will evolve throughout the remainder of the year. Half of the respondents expressed optimism that their financial situation might improve by 2027, though current economic pressures continue to influence daily life.