Toluna Global Barometer | Wave 24 | Thailand

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Thailand Consumer Barometer: Wave 24

In early 2024, Thais continue to face familiar challenges in the form of global uncertainty and the high cost of living. How are they responding to these ongoing pressures? How confident are they that things will improve as the year goes on? Where are they making the biggest changes to spending and lifestyle choices? And what do all these changes mean for brands?

Now in its 24th wave, the latest edition of the Toluna Global Consumer Barometer features

Insights from nearly 17,000 consumers across Thailand and 19 other global markets on topics including:

Changes in consumer sentiment and confidence in light of the current economic climate

While 31% of Thai consumers are confident spending money right now, 45% expect an improvement in their personal finances over the next three months

How brands can navigate the spending choices and trade-offs that people are making though innovation, packaging, and pricing

87% of Thais try to save more money due to economic uncertainty, luxury products and services are the top place they’ll seek to cut spend

How brands can adapt their offerings and communications to better address consumers’ cost-of-living challenges and health and well-being needs

90% of Thai consumers say food and drink brands should offer a better range of healthy products

The environmental, social, and ethical considerations for today’s consumers, and their expectations for how brands communicate and act on their values

3 in 4 Thais would like to make more decisions about the brands they buy based on environmental and social factors, but feel they don’t have enough information

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