What’s shaping the future of food in Thailand?

PwC’s ‘Value in motion’ research had predicted that by 2025, the global food industry would have evolved into a more connected, tech-driven ecosystem, with innovation, health and sustainability at its core. It’s clear that this shift is happening everywhere, including in Thailand. 

Thai consumers are changing the way they eat, shop and choose brands. From seeking out healthier options to prioritising sustainability, their expectations are evolving fast. For businesses aiming to grow in this space, understanding what’s driving these shifts is key.

The Voice of the Consumer Survey 2025 – Thailand Snapshot offers the latest insights to uncover how consumer habits, from everyday food choices to shifting brand loyalties, are reshaping the future of food. As health, sustainability and technology take centre stage, let’s dive into what’s driving purchasing decisions today and what it means for the ‘how we feed’ domain of tomorrow.

Top five threats and risks facing Thai consumers

^{Source: PwC’s Voice of the Consumer Survey 2025 – Thailand Snapshot}

Thai consumers are feeling the pressure of a rapidly changing world, with 57% saying the cost of living will have the greatest impact on the country in the next 12 months. This concern aligns with global sentiment—cost of living is a top priority for 58% of survey respondents.

When looking at financial security, over half of Thai respondents (53%) consider themselves financially secure, slightly above the 46% global average. A large portion are still navigating economic stress. In addition, 36% say they’re coping and 8% report being financially insecure.

Meanwhile, food choices are no longer just about price. Safety and quality are taking the spotlight: 66% of respondents are highly worried about the risks of pesticides in food, while 55% are concerned about levels of additives or preservatives, and 51% highlight health risks from ultra processed foods.

Together these insights point to a growing awareness among Thai consumers, one that blends economic caution with a stronger focus on health and food quality.

Traditional vs non-traditional retailers

When asked about their grocery shopping preferences, 99% of Thai consumers reported using traditional retailers such as supermarkets, local convenience stores or small neighbourhood shops.

At the same time, 54% have embraced modern retail services, including online ordering platforms and subscription meal delivery services. While Thai consumers are embracing the digital age, they still maintain their traditional shopping habits.

Health-related dietary choices

^{Source: PwC’s Voice of the Consumer Survey 2025 – Thailand Snapshot}

It’s clear that health is a big motivator for consumers in Thailand when it comes to choosing what they eat. For example, about 40% say they regularly take supplements or vitamins to boost their health, which is higher than the global average of 30%.

Cutting back on alcohol is also a trend, with 86% saying they’ve reduced alcohol consumption ‘to a great’ or ‘to some extent’ when making health-related dietary choices (compared to 75% globally).

And when it comes to ultra processed foods, most are cautious: 70% say they try to avoid them at least ‘to some extent’. That shows there’s concern about additives and highly processed products among Thai consumers.

In January and February 2025, PwC surveyed 21,075 consumers across 28 countries and territories, including 521 from Thailand. The global survey explores a wide range of topics relating to food consumption and trends, including grocery shopping and food choices, the future of health, emerging technology, and climate and sustainability issues.