Urban households are increasing
Based on data from the UN1, Thailand’s population was split 50/50 between urban and rural areas until 2018, when the number of urban households began to overtake that of rural households. Purchase data from Kantar Worldpanel’s Household Panel shows the same trend, with a higher number of urban buyers than rural buyers since Q3 2019. This indicates that there is a high level of complexity in the market, as urban areas have more choice, channels and demands. All brands in the FMCG market should follow, understand and adapt to these consumers’ changing needs and behaviours.
