Toluna’s latest consumer insight study explores how Thai shoppers are navigating their cravings amidst economic pressure. Based on a nationwide survey of 244 respondents across various demographic segments, the study paints a fascinating picture of a consumer who is tightening their belt on „big” luxuries but refusing to let go of their „small joys.”
As the cost of living rises, especially after the Iran war, Thai consumers are reshaping their spending habits. And while they’re quick to cut back on social drinking and fashion, they are increasingly viewing affordable treats – particularly ice cream – as essential „mental health” pick-me-ups rather than optional indulgences.
Our findings offer strategic guidance for brands looking to capture the hearts and wallets of Thai consumers in 2026 and beyond.
Recession-proof rewards: the rise of the „mental health” snack
Thai shoppers are actively managing their budgets, but they aren’t cutting everything. Interestingly, while nearly 1 in 5 Thais report their financial situation has worsened over the past year due to rising fuel and food costs, they are fiercely protective of their treats.
Packaged ice cream has emerged as the most recession-proof category. While 57% of consumers are likely to cut back on alcohol and 47% on fashion, only 9% would consider cutting out ice cream first. For many, it’s no longer just a dessert; it’s a „mood booster” or „stress reliever” (60%).
Non-Essential Spending Cutbacks During Inflation
The balanced indulger and the sugar dilemma
Health is a growing priority for Thais, with two-thirds exercising regularly and a strong focus on sugar reduction (35%). However, healthy doesn’t mean deprivation. We are seeing the rise of the „balanced indulger” (59%) shopper profile: shoppers who eat healthy most of the time, specifically so they can earn a real, indulgent dessert as a reward.
When these consumers look for a „healthier” ice cream, they aren’t looking for a diet product. They want a no-compromise reward – one that delivers the same creamy, premium texture they love, but with less sugar or with added functional benefits like protein and fiber.
Visual Cues That Trigger Ice Cream Trial
Winning at the freezer: value, visuals, and friction
In the Thai market, convenience and price sensitivity are paramount. The 41–50 THB range currently serves as the premium ceiling at convenience stores. To trigger a purchase, promotions are non-negotiable, with 74% of respondents admitting that deals like „buy 1 get 1” or discounts are the primary drivers for their choice.
However, price isn’t the only factor. The biggest hurdle for the category is the „melt factor.” Consumers often swap ice cream for bubble tea or snacks simply because they are more portable. To win, brands need to reduce this „consumption friction” by offering mess-free, portable formats like standard single cups (41%) or slim sticks (12%).
From insight to action: navigating Thailand’s ice cream growth levers
The overarching message from the Thai market is that while the economy is constrained, the appetite for indulgence remains. It has simply become more calculated. For brands, the challenge now is about fitting into the specific emotional and physical gaps in the consumer’s day.
Based on our study, we have identified 5 potential growth levers that will define the winners in Thailand’s ice cream category for 2026:
Brand positioning & emotional reward: Shifting the narrative from „dessert” to a „mental health essential” and affordable escape.
Product, flavor & texture innovation: Shifting the narrative from „dessert” to a „mental health essential” and affordable escape.
Health & portion propositions: Catering to the „balanced indulger” through sugar reduction and functional benefits without sacrificing the premium feel.
Packaging & consumption formats: Solving the „consumption friction” by creating mess-free, portable, and resealable formats.
Pricing, promotion & availability: Optimizing the 41–50 THB ceiling and using aggressive promotions to trigger the final purchase decision.
So… What’s your next move?
The relevance of each lever will differ depending on your brand’s specific portfolio and commercial goals. The real question is: Which lever represents your most important business decision right now and what evidence would give you the confidence to act?
At Toluna, we combine agile research execution via our Toluna Start platform with deep local business context. We don’t just provide the data; we help clients evaluate options, clarify the trade-offs, and provide the evidence needed to support high-stakes decisions.
In a market as dynamic as Thailand, the difference between a successful launch and a missed opportunity is the speed and accuracy of your insights.
Dive into the full report or discuss your next growth opportunity with one of our local experts.
Author: Suchaya Hongstong
Managing Director – Toluna Thailand
Suchaya is a business leader and consumer insights expert with over 18 years of regional experiences. She has partnered with leading FMCG, F&B, healthcare, and retail brands, driving growth through branding, creative excellence, packaging, and innovation.
