Thai consumers split spending between value and premium goods

Demand for premium snacks and beverages is rising.

Thai consumers are showing a clear mix of price sensitivity and willingness to pay for quality, according to Roland Berger’s Asia Consumer Study 2026.

About 56% of shoppers plan to increase grocery spending, whilst 79% prioritise quality and brand reputation over price. This is driving a split market where both budget-focused and premium segments are growing.

Private label products are gaining traction as affordable yet reliable options for everyday essentials.

Demand for premium snacks and beverages is also rising, as consumers are willing to spend more on products that offer indulgence, innovation, and alignment with their lifestyles.

The report also said that consumers prioritise fast delivery and user-friendly online platforms, though physical stores remain essential for building trust and discovering new products. This blend of online and offline shopping highlights the importance of a seamless, dual-channel retail strategy.

Openness to new brands is also notable, with 42 percent of Thai consumers willing to try unfamiliar products. The report noted that  this creates opportunities for companies that can combine affordability, consistent quality, convenience, and localized offerings.

Thailand also shows a strong culture of self-expression, with 46% of consumers identifying as “Self-Expressors.” This is even more prominent amongst older consumers, with 54% of those aged 50 and above identifying with the group, compared to 40% of younger adults aged 18 to 30.

Meanwhile, only 13% of Thai consumers are comfortable buying widely owned luxury items, highlighting a strong preference for exclusivity.

“Thai consumers are comfortable buying luxury items that are common or widely owned, underscoring a strong desire for uniqueness,” the report said. “Luxury brands should therefore emphasize exclusivity, limited editions and opportunities for personalisation, especially for older, traditionally more conservative customers.”