Responding to the
evolving Thai consumer

A local focus and agility have helped local brands

to outperform their regional and multi-national rivals.

Responding to the
evolving Thai consumer

Global, regional and Thai corporations have coped with the change in consumer behaviours differently. Local companies managed to outperform the others in all aspects, with less of a decline in FMCG sales and shopping frequency. Thai companies successfully captured the change in market dynamics, especially in home care, and fully grasped the opportunity to win more shoppers in food and beverages. Regional corporations performed best in personal care, while their global counterparts showed declines across all sectors. This indicates the need for localisation strategies and the ability to respond fast to change.