Introduction

In 2023, the Thai FMCG market faced a series of challenges driven by macroeconomic pressures and shifting consumer sentiments. As prices surged across various product categories, consumers found themselves grappling with increased financial strain, prompting a fundamental re-evaluation of their shopping behaviours and priorities.

Looking ahead in 2024, the lessons learned from the trials of 2023 will undoubtedly inform the strategies and priorities of FMCG companies in the years to come. As economic uncertainties persist and consumer behaviours continue to evolve, agility, innovation, and consumer-centricity will remain foundational principles guiding the resilience and growth of the FMCG industry. By staying attuned to shifting market dynamics and embracing a culture of continuous adaptation, FMCG brands can navigate the challenges of tomorrow and emerge stronger, more responsive, and more resilient in the face of change.

In this 2024 Thailand FMCG Outlook report, we will reveal to you how several key trends are shaping the FMCG industry, and help you develop a plan to win in 2024.

By understanding these insights, you will be able to effectively position your brands and your company to capitalise on emerging opportunities and navigate competitive landscapes with agility and foresight.