Thai consumers prioritise health, embrace food tech

PwC report sees demand for innovations that help people manage daily living

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; n an era of increasing economic challenges, Thai consumers are making health a top priority and using technology to navigate the complexities of modern living, according to anew PwC survey.

Despite more than half facing escalating living costs, consumers are choosing foods that emphasise safety and embracing innovative solutions to manage their health — key factors shaping their purchasing decisions. Businesses are encouraged to adapt and develop new products in line with these trends to capture future growth opportunities.

The “Voice of the Consumer Survey 2025 — Thailand Snapshot’, which gathered responses from 521 Thai consumers, reveals a significant shift towards health-conscious food choices. Consumers are considering not only price, but also convenience and sustainability when making purchases, even as they face rising food costs and increased cost-of-living pressures.

Some 57% of those surveyed reported that rising living expenses have influenced their spending patterns.

“Price remains a critical factor for Thai consumers in today’s economy. But it’s not all about the cost,’ said Pisit Thangtanagul, chief executive of PwC Thailand.