Consumer Types in Thailand

Consumer Types in Thailand
July 2023
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at time of publication: June 2023
CONSUMER TYPES IN THAILAND 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in the Consumer Types can be a powerful tool to
annual Voice of the Consumer: Lifestyles Survey. help companies better understand and appeal
to their target markets. By going beyond
typical demographic-based segmentation,
Lifestyles Country Report Series
Draws together insights from across the Lifestyles Survey and such as age or gender, and grouping
Consumer Lifestyles provides takeaways on key trends. consumers based on shared traits and
preferences, companies can better develop
products and marketing campaigns that
Reviews shifting consumer traits and values that influence resonate with key customers.
Consumer Values and
purchasing and consumption behaviours. (Visual only
Behaviour
report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
responsible for omissions or errors.
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: Generation Z: from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: aged 60+
companies’ opinions, reader discretion is advised.
Introduction to consumer types
Contents
This report is part of an ongoing series that covers the key

characteristics and lifestyle habits of consumer types, therefore
there may be some similarities from previous years.
Consumer types can be a powerful tool to help companies better

understand and appeal to their target markets. By going beyond
typical demographic-based segmentation, such as age or gender,
and grouping consumers based on shared traits and preferences,
companies can better develop products and marketing campaigns
that resonate with key customers. This report includes in-depth
profiles of the six consumer types in Thailand.
INTRODUCTION TO CONSUMER TYPES 66
Why segment consumers by type?

Our Voice of the Consumer: Lifestyles Survey
fielded questions in January and February
2023. In the 2023 iteration, the survey
continued to focus on changing consumer
behaviours and included new questions Who are your key What is the best way to How can you tailor your
focusing on changing home and work life, consumers in a specific target specific consumer services and products to
sustainability as well as health and safety market? types? key consumers’ values?
concerns. Euromonitor International’s Voice
of the Consumer: Lifestyles Survey coverage
includes 40 developed and emerging
countries with country-level Consumer Types
grouped into eight global-level types.
Many of the 2023 key habit and lifestyle
preferences of the eight consumer types are
consistent with the 2022 report.
Which consumer needs are Where will your sales and
driving your innovation How are consumer habits marketing investments
and preferences changing?
pipeline? make the most impact?
INTRODUCTION TO CONSUMER TYPES 77
Breakdown of consumer types in Thailand

Consumer types in Thailand
n = 1,058; % of respondents
35%
30%
25%
20%
15%
10%
5%
32% 16% 15% 14% 13% 10%
0%
Undaunted Striver Conservative Homebody Minimalist Seeker Empowered Activist Impulsive Spender Cautious Planner
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
Numbers of respondents
343 164 155 152 142 102

Shopping habits of consumer types in Thailand
SHOPPING HABITS OF CONSUMER TYPES IN THAILAND 99
Who is the Undaunted Striver?
Trendy, optimistic consumers who want to be and have the best, even if it
means spending extra to do so.
99% like to be 94% use 97% try to have a 97% are actively
32% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
political and social
consumers
to-day life through their daily
actions
issues are
Undaunted
Strivers
84% participate in 90% order food 81% reheat or 82% take health
physical exercise for home delivery prepare a ready supplements/vita
at least 1-2 times a at least 1-2 times a meal at least 1-2 mins at least 1-2
week week times a week times a week
10
Undaunted Striver: demographic profile
Trendy, optimistic consumers who want to be and have the best, even if it means
spending extra to do so.
45% 89% USD55,787 63%

female, compared to live in large cities average income, 41% higher have higher education,
47% Thailand’s (>500k inhabitants) than Thailand’s average compared to 62%
average Thailand’s average
50-54y 29% 67% 2%

average age, compared have children under have full time job, self-employed or
to 45-49 in Thailand 18, compared to 31% compared to 50% in contract/flexible work,
in Thailand Thailand compared to 5% in
Thailand
11
Undaunted Striver: values and influences

Shopping motivation and preferred attributes: % of Undaunted Striver Top environmental, political and social activities: % of Undaunted Striver
n = 343; % of respondents n = 0; % of respondents
I only buy from companies and brands

Buy products and
that I trust completely
services from
I like to be actively engaged with brands purpose-driven
brands/companies
I like to try new products and services
I want to engage with brands to influence Reduce my carbon
product innovation emissions by
I want products and services that are driving less or
uniquely tailored to me taking public
You can tell a lot about a person from the transportation
car they drive Donate to non-
I give back to those in need profits and
charities
I extensively research the products and supporting the
services I consume environment
I like to be distinct from others
I find I am looking for ways to simplify my Off-set my carbon
life emissions
I am actively involved in political and
social issues
96% 97% 98% 99% 100% 0% 10% 20% 30% 40%
12
Undaunted Striver: in-store and online shopping motivations

Top in-store shopping motivations: % of Undaunted Striver
n = 343; % of respondents
To see new products and trends that I would otherwise miss
Better warranty / easier to return if defective
Ability to use a loyalty rewards app or program
Stores are more trustworthy
Convenient location / access
0% 5% 10% 15% 20% 25% 30%

13
Best ways to target the Undaunted Striver

Undaunted Strivers enjoy their lives and do not worry too much about planning for the
future. Instead, they are highly likely to prefer spending money rather than saving it and
regularly make impulsive purchases. They invest in and prioritise their status and image,
placing a great deal of importance on what others think as well as staying up-to-date with
the latest trends and styles.
Compared to the other Consumer Types, Undaunted Strivers are more carefree in their
spending habits. These consumers enjoy trying new products and experimenting with Best Ways to Target
different brands, as well as actively seeking premium and well-known items, even if they
need to pay more. • Tailored and personalised shopping
The image-conscious nature and continuous interest in changing trends can facilitate experiences coupled with high brand
companies in influencing this consumer type. Though they are highly likely to be engagement
influenced across all marketing channels, they have a growing interest in digital, social • Clear promotion of the latest trends,
media and celebrity endorsements. These platforms often showcase a lifestyle that especially through social media
Undaunted Strivers are looking to replicate. They are also likely to take into account platforms or celebrity endorsements
personal tastes and preferences, such as whom they follow on social media, making it • Availability of online and offline
more likely that campaigns will resonate. shopping platforms, creating a
seamless omnichannel shopping
This consumer type is also highly likely to prioritise both experiences and materialistic experience
possessions –often seeking tailored cultural and consumer-centric experiences. • Easy-to-understand and clear labelling
with emphasis on green, sustainability
and eco-conscious features
14
Who is the Conservative Homebody?
Minimalistic, private consumers for whom family is everything.
16% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are
Conservative
Homebodies
15
Conservative Homebody: demographic profile
Minimalistic, private consumers for whom family is everything.
48% 38% USD15,091 45%

female, compared to live in large cities average income, 118% lower have higher education,
40-44y 16% 28% 12%

Thailand
16
Conservative Homebody: values and influences

Shopping motivation and preferred attributes: % of Conservative Top environmental, political and social activities: % of Conservative
Homebody Homebody
I find I am looking for ways to simplify my
life
Reduce plastics use
I like to find bargains
I try to lead a minimalist lifestyle and do
not buy new items unless necessary
I prefer living in the real world to virtual
online experiences
I regularly seek private label and low-cost Reduce food waste
products
I extensively research the products and
services I consume
I prefer branded goods to non-branded Reduce my energy
alternatives consumption/use
I would rather buy fewer, but higher more energy
quality things efficient products

I like to repair my items instead of
purchasing new ones Recycle items
It is important to me that other people
think I am doing well
0% 20% 40% 60% 0% 20% 40% 60% 80%
17
Conservative Homebody: in-store and online shopping motivations

Top in-store shopping motivations: % of Conservative Homebody
Immediate purchase
See or try before buying
No delivery-related hassles
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

18
Best ways to target the Conservative Homebody

Conservative Homebodies are careful with how they spend their money. They are
not very likely to actively seek well-known brands and premium products or care
about following the latest trends. Instead, they usually stick to their essential
purchases and place much more importance on spending time on themselves and
their loved ones rather than materialistic possessions.
Though they might not necessarily be spending money, Conservative Homebodies Best Ways to Target
enjoy the shopping experience and browsing through stores. Memorable and
unique shopping experiences, such as special in-store promotions, pop-up shops • Promotion of products that enhance
and limited-time collections, may attract these consumers and lead to occasional personal wellbeing or facilitate time
impulse buys. spent with immediate family and close
They do not have high product or brand loyalty, therefore new-to-market products friends, with specific emphasis on self-
or private label companies can potentially thrive with this category if they are care
competitively priced and provide the same features as their regular purchases. • Clear promotion of low cost, discounts
and value for money
• Availability of online and offline
shopping platforms that work together
to create a seamless omnichannel
shopping experience
• Convenient services to facilitate quick
purchases alongside a memorable and
unique shopping experience
19
Who is the Minimalist Seeker?
Consumers who focus on living a minimalistic lifestyle and place a lot of

importance on sustainability and community issues.
15% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are
Minimalist
Seekers
20
Minimalist Seeker: demographic profile
Consumers who focus on living a minimalistic lifestyle and place a lot of importance on
sustainability and community issues.
54% 59% USD22,032 74%

45-49y 28% 36% 3%

Thailand
21
Minimalist Seeker: values and influences

Shopping motivation and preferred attributes: % of Minimalist Seeker Top environmental, political and social activities: % of Minimalist Seeker

online experiences
I find I am looking for ways to simplify my Reduce plastics use
life
I want products and services that are
uniquely tailored to me
I give back to those in need
I extensively research the products and Reduce food waste
services I consume
not buy new items unless necessary Recycle items
I like to find bargains Reduce my energy consumption/use

more energy efficient products
I like to repair my items instead of
purchasing new ones
0% 50% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
22
Minimalist Seeker: in-store and online shopping motivations

Top in-store shopping motivations: % of Minimalist Seeker
Immediate purchase
0% 10% 20% 30% 40% 50% 60% 70% 80%

23
Best ways to target the Minimalist Seeker

The Minimalist Seeker is focused on living a simple lifestyle and places a lot of
importance on sustainability and community issues. They rarely buy non-essential
products and are unlikely to make impulsive shopping decisions, often taking their time
to research products and services before making a purchase. They are open to trying
new products and do not have high loyalty to specific brands and products; therefore,
they will switch their shopping habits.
Minimalist Seekers look for quality and are willing to pay more for this if it means that
their purchases will have longevity. The focus on longevity and waste reduction means Best Ways to Target
that they are inclined to fix items rather than buying a replacement and to purchase
second-hand items. • Clear packaging and labelling
Their interest in high quality and longevity is not solely limited to their shopping habits. information in-store and online with
This consumer type values time, often looking for convenient and quick services to allow specific emphasis on eco-conscious,
them to live a well-balanced lifestyle. They put a lot of emphasis on activities, such as sustainable, locally-sourced and high-
regular exercise, cooking and baking from scratch, spending time on themselves and with quality ingredients and/or materials
immediate family or close friends. • Easy-to-use comparison platforms to
facilitate the shopping decision-making
Minimalist Seekers are unlikely to invest in their personal image and status or follow the process and research phase of the path
latest trends. Therefore, they are a great target audience for new product innovations, to purchase
new brands and private label companies if they are in line with the Minimalist Seeker’s • Promotion of products with waste
values. reduction features, such as recyclable
materials or second-hand purchases
24
Who is the Empowered Activist?
Confident consumers who enjoy taking charge and believe their actions
impact the world around them.
14% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are
Empowered
Activists
25
Empowered Activist: demographic profile
Confident consumers who enjoy taking charge and believe their actions impact the world
around them.
42% 47% USD19,605 51%

35-39y 28% 43% 10%

Thailand
26
Empowered Activist: values and influences

Shopping motivation and preferred attributes: % of Empowered Activist Top environmental, political and social activities: % of Empowered
n = 152; % of respondents Activist
life
I extensively research the products and Reduce plastics use
services I consume
Recycle items
online experiences Reduce food waste
It is important to me that other people
think I am doing well
I like to try new products and services Reduce my carbon
I prefer branded goods to non-branded emissions by
alternatives driving less or
taking public
I like to be actively engaged with brands transportation
65% 70% 75% 80% 85% 90% 0% 10% 20% 30% 40% 50%
27
Empowered Activist: in-store and online shopping motivations

Top in-store shopping motivations: % of Empowered Activist
Immediate purchase
To see new products and trends that I would otherwise miss
Better warranty / easier to return if defective
0% 5% 10% 15% 20% 25% 30% 35% 40%

28
Best ways to target the Empowered Activist

The Empowered Activist values their personal wellbeing as well as global issues, often
seeking products with green and sustainability features or claims; often investing time to
research products that align with their values. Products and services should be clearly
labelled and competitively priced to grab their attention.
Though these consumers are driven by value for money and low prices, they also retain
a high brand and product loyalty. In addition, they usually stick to purchases that are
tried and tested and are often willing to pay more for products that they know will work.
Consumers with this profile are invested in experiences and are likely to spend their time Best Ways to Target
and money on activities that promote their own happiness. This might be through
holidays and cultural experiences as well as helping those in need through volunteering • Easy-to-understand and clear
work, charity support and joining protests. They are vocal in their values on global issues labelling with emphasis on green,
and often expect the companies and brands they purchase from to share these values. sustainability and eco-conscious
features
Empowered Activists have always prioritised global issues like politics, human rights and • Competitively-priced products
environmental concerns. However, their priorities have slightly shifted to more local • Rewards or loyalty programmes and
issues and personal wellbeing since COVID-19. discounts on regularly purchased
brands and products
• Aligning company and brand
engagement to global issues through
clear sustainability and welfare
strategies and charitable platforms
29
Who is the Impulsive Spender?
Social, friend-focused consumers who maintain hectic, exciting lives and

who willingly indulge their whims.
13% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are Impulsive
Spenders
30
Impulsive Spender: demographic profile
Social, friend-focused consumers who maintain hectic, exciting lives and who willingly
indulge their whims.
45% 66% USD30,352 79%

40-44y 57% 65% 3%

Thailand
31
Impulsive Spender: values and influences

Shopping motivation and preferred attributes: % of Impulsive Spender Top environmental, political and social activities: % of Impulsive Spender

life
I want products and services that are Reduce plastics use
services I consume
Recycle items
I like to be actively engaged with brands

online experiences Reduce food waste
I want to engage with brands to influence
product innovation Reduce my carbon
emissions by
I like to be distinct from others driving less or
You can tell a lot about a person from the taking public
car they drive transportation
0% 50% 100% 0% 20% 40% 60% 80%

32
Impulsive Spender: in-store and online shopping motivations

Top in-store shopping motivations: % of Impulsive Spender
Immediate purchase
0% 10% 20% 30% 40% 50% 60%

33
Best ways to target the Impulsive Spender

Impulsive Spenders are interested in the latest trends, and try to keep up with them
through social media activities and brand engagement. However, they are much more
likely to value experiences than material possessions.
Impulsive Spenders enjoy shopping and are willing to browse in stores –both online and
offline –even when they are not planning on making any purchases. However, their
shopping experience needs to be tailored to their needs and individual traits. Though
they are cautious in sharing personal information online, these consumers are willing to
make concessions if this enables them to access and experience products and services
that fit their needs and values. Best Ways to Target
When making purchases, Impulsive Spenders are driven by low prices, value for money
and quality, often making impulse purchases if they believe that they have found a • Convenient and easy-to-use shopping
bargain. Coupled with their likelihood to try new products, they are open to purchasing services to facilitate quick purchases
private label products alongside well-known brands and luxury items if they are within • Tailored and personalised shopping
their budget and have features that align with their personal traits and values. experiences
• Clear promotion of prices and
Consumers in this category seek convenience in their lives and are often willing to pay to discounts, specifically highlighting
achieve this. Their lifestyle is a seamless blend of online platforms and services alongside value for money and bargains
real-life activities. Brands and companies offering a shopping experience that is cross- • Availability of online and offline
channel and tailored to consumer needs are highly likely to resonate with these shopping platforms, creating a
consumers. seamless omnichannel shopping
experience
34
Who is the Cautious Planner?
Careful consumers who are loyal to trusted brands and plan their
purchases before buying.
10% of Thai
actively involved
in brands
technology to
improve their day-
positive impact on
the environment
involved in
consumers
actions
issues are Cautious
Planners
35
Cautious Planner: demographic profile
Careful consumers who are loyal to trusted brands and plan their purchases before
buying.
47% 48% USD24,216 66%

35-39y 29% 35% 8%

Thailand
36
Cautious Planner: values and influences

Shopping motivation and preferred attributes: % of Cautious Planner Top environmental, political and social activities: % of Cautious Planner

life
Recycle items
I like to find bargains
I prefer living in the real world to virtual Reduce food waste
online experiences
not buy new items unless necessary
services I consume Reduce plastics use

Repair broken
I like to visit shopping malls items, rather than
I seek products with easy to understand replacing
labels
0% 20% 40% 60% 0% 10% 20% 30% 40% 50% 60%
37
Cautious Planner: in-store and online shopping motivations

Top in-store shopping motivations: % of Cautious Planner
Immediate purchase
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

38
Best ways to target the Cautious Planner

Cautious Planners have often decided what they are going to buy before making a
purchase and are unlikely to deviate from their shopping lists to make impulse
purchases of non-essential items. They are highly likely to conduct in-depth research
online and in-store before making purchases to ensure that they are fully aware of both
features and value for money offers -often taking the time to closely look at labels and
additional reviews before making their purchasing decision.
Cautious Planners are unlikely to be swayed by the latest trends or feel the need to Best Ways to Target
keep up with new product developments. Though they place importance on quality
and well-trusted brands, saving money is extremely important to these consumers and • Easy to understand and clear labelling
they are willing to deviate from their usual purchases if an alternative product is a of price and features to facilitate
better value for money. purchase decision making during the
Cautious Planner not only plan their purchases in advance but are highly likely to be research phase of the path to purchase
future-focused. They often seek ways to save money for better financial futures. • Competitively-priced products
• Clearly outlined independent reviews
and testimonials
• Rewards or loyalty programmes and
discounts on regularly purchased
brands and products
• Convenient services to facilitate quick
purchases alongside a memorable and
unique shopping experience
Demographic breakdown
DEMOGRAPHIC BREAKDOWN 40
40
Age and gender

Undaunted Striver Conservative Homebody Minimalist Seeker Empowered Activist
70% 70% 80% 80%
60% 60% 70%
50% 50% 60% 60%
50%
40% 40%
40% 40%
30% 30%
30%
20% 20% 20% 20%
10% 10% 10%
0% 0% 0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female Male Female Male Female Male Female
Impulsive Spender Cautious Planner
80% 60%
70%
50%
60%
50% 40%
40% 30%
30%
20%
20%
10% 10%
0% 0%
15-29 30-44 45-59 60+ 15-29 30-44 45-59 60+
Male Female Male Female
41
City size and parental status

Size of city Parents with children under 18 in household
n = 1,058; % of respondents n = 1,058
60% 57%
Undaunted Striver 89% 5%
50%
Impulsive Spender 66% 13% 13% 8%
40%
Minimalist Seeker 59% 14% 16% 12%
29% 29% 28%

30% 28%
Cautious Planner 48% 14% 13% 25%
20% 16%
Empowered Activist 47% 10% 18% 26%
Conservative Homebody 10%

38% 12% 17% 34%
0% 20% 40% 60% 80% 100%

0%
Large city (500,000+ inhabitants)
City (100,000-500,000 inhabitants) Impulsive Cautious Undaunted Minimalist Empowered Conservative
Suburb or large town (25,000-100,000 inhabitants) Spender Planner Striver Seeker Activist Homebody
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
Small town or village (<25,000 inhabitants) 2023
42
Education
Education level
Undaunted Striver 15% 48% 31%
Minimalist Seeker 12% 62% 8% 17%
Impulsive Spender 10% 69% 8% 12%
Cautious Planner 8% 58% 16% 16%
Empowered Activist 7% 44% 14% 30%
Conservative Homebody 41% 9% 37% 5%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Graduate and post-graduate studies University graduate Vocational school graduate Secondary school graduate Primary school graduate Other
43
Employment (1)
Employment status
Paid work: full-time for at least 35
hours per week
Paid work: part-time for less than

35 hours per week
Self-employed
Flexible/contract work
Looking after the home
Completely retired from work
0% 10% 20% 30% 40% 50% 60% 70% 80%
Undaunted Striver Impulsive Spender Empowered Activist Minimalist Seeker Cautious Planner Conservative Homebody
44
Employment (2)
Employment status
In full-time education
In part-time education
Intern
Voluntary unpaid worker
Not working temporarily
Not working semi-permanently or

permanently
Unemployed
0% 5% 10% 15% 20% 25% 30%
Undaunted Striver Impulsive Spender Empowered Activist Minimalist Seeker Cautious Planner Conservative Homebody
45
Income
Income by consumer types
14%
12%
10%
8%
6%
4%
2%
0%
USD0 - USD20,001 - USD40,001 - USD60,001 - USD80,001 - USD100,001 - USD150,001+
USD20,000 USD40,000 USD60,000 USD80,000 USD100,000 USD150,000
Conservative Homebody Empowered Activist Minimalist Seeker Undaunted Striver Cautious Planner Impulsive Spender
Average annual household income by consumer types (USD)

Conservative Homebody Empowered Activist Minimalist Seeker Undaunted Striver Cautious Planner Impulsive Spender
15,091 19,605 22,032 55,787 24,216 30,352

Research overview
RESEARCH OVERVIEW 47
47
Voice of the Consumer: Lifestyles Survey

Focus and Design Africa: Morocco, Nigeria, South Africa
The Voice of the Consumer: Lifestyles Survey covers a variety of topics within
Asia: China, Hong Kong, China, India, Indonesia,
consumer life, including Eating and Drinking, Healthy and Ethical Living,
Japan, Malaysia, Philippines, Singapore, South
House and Home, Leisure and Recreation, Path to Purchase, Personal Traits
Korea, Taiwan, Thailand, Vietnam
and Values, Shopping, Spending and Saving, as well as Technology.
Survey, design, execution and analysis were developed collaboratively across Australasia: Australia, New Zealand
Geographic Coverage
teams within Euromonitor International, in conjunction with external sample
partners. Eastern Europe: Poland, Romania
Fielding
Middle East: Egypt, Saudi Arabia, United Arab
A diverse set of online panellists in 40 countries were invited to participate Emirates
between January and February 2023.
Panellists were pre-screened to ensure that the sample matched each Latin America: Argentina, Brazil, Chile, Colombia,
country’s population according to nested quotas for age (from 15 to 74 years) Mexico, Peru
and gender.
North America: Canada, US
Data Cleaning
Only unique, complete responses to the Voice of the Consumer: Lifestyles Western Europe: Belgium, Denmark, France,
Survey questionnaire were used in analysis. Data cleaning includes removing Germany, Italy, Netherlands, Spain, Sweden,
duplicate IP addresses, illogical responses and responses with fast completion Turkey, UK
times.
48
Euromonitor International’s Consumer Types series

While many companies identify
market segments using demographics
alone, few would agree that 2011 Consumer Types 2013 Consumer Types 2016 Consumer Types
consumers are neatly defined by age, Four global Consumer 45 country-level 100 country-level
gender or income. To overcome this Types Consumer Types, Consumer Types,
issue, Euromonitor International goes grouped into seven grouped into eight
beyond standard demographics and global-level categories global-level categories
has created an ongoing series of
distinct, personality and habit-driven 2017 Consumer Types 2019 Consumer Types 2020 Consumer Types
Consumer Types at both global and 100 country-level 200 country-level 200 country-level
country levels.
Consumer Types, Consumer Types, Consumer Types,
grouped into eight grouped into 10 grouped into 11
global-level categories global-level categories global-level categories
2021 Consumer Types 2022 Consumer Types 2023 Consumer Types

204 country-level 194 country-level 246 country-level
Consumer Types, Consumer Types, Consumer Types,
grouped into 10 grouped into eight grouped into eight
global-level categories global-level categories global-level categories
49
How do we create our Consumer Types?

After extensive work with the Voice of the Consumer: Lifestyles Survey dataset, Euromonitor International identified a subset of questions
which encapsulated and differentiated a wide range of consumer attitudes and behaviours within each of the 40 countries surveyed.
Questions spanned the major themes of the Lifestyles Survey and the behavioural and attitudinal personality questions formed the core of
the Consumer Type clusters. Demographic traits were not used in the analysis; any prevalence of consumers from a particular demographic
within one cluster is due to respondents’ other shared characteristics.
Questions with a high correlation to one another were then condensed so that only one version was included in the analysis, to prevent
over- and under-statement of results. Drawing on the key subset of questions, cluster models were fitted to the data.
CONSUMER TYPES IN THAILAND
For Further Insight please contact
Jennifer Elster Jacques Olivier

Lifestyles Insight Manager Consumers Consultant
jennifer.elster@euromonitor.com jacques.olivier@euromonitor.com
• linkedin.com/in/jennifer-elster-58338722 • linkedin.com/in/jacques-olivier-64b328107/
• @ElsterJennifer
Jana Rudė Anjali Jain

Consumer Insight Manager Consumers Consultant
jana.rude@euromonitor.com anjali.jain@euromonitor.com
• linkedin.com/in/Jana-Rude/ • linkedin.com/in/anjalijain007/
• @JanaRude
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
aiste.kriauciunaite@euromonitor.com kristina.balčiauskaite@euromonitor.com
• linkedin.com/in/aiste-kriauciunaite/ • linkedin.com/in/balciauskaite
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Consumer Types in Thailand

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Consumer Types in Thailand

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The data included in this report is accurate according to

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

This report is part of an ongoing series that covers the key

Consumer types can be a powerful tool to help companies better

Why segment consumers by type?

Breakdown of consumer types in Thailand

343 164 155 152 142 102

Who is the Undaunted Striver?

Undaunted Striver: demographic profile

45% 89% USD55,787 63%

50-54y 29% 67% 2%

Undaunted Striver: values and influences

I only buy from companies and brands

Undaunted Striver: in-store and online shopping motivations

To see new products and trends that I would otherwise miss

Better warranty / easier to return if defective

Ability to use a loyalty rewards app or program

Stores are more trustworthy

Convenient location / access

0% 5% 10% 15% 20% 25% 30%

Best ways to target the Undaunted Striver

Who is the Conservative Homebody?

Minimalistic, private consumers for whom family is everything.

Conservative Homebody: demographic profile

Minimalistic, private consumers for whom family is everything.

48% 38% USD15,091 45%

40-44y 16% 28% 12%

Conservative Homebody: values and influences

I like to be distinct from others

Conservative Homebody: in-store and online shopping motivations

Convenient location / access

See or try before buying

Stores are more trustworthy

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Best ways to target the Conservative Homebody

Who is the Minimalist Seeker?

Consumers who focus on living a minimalistic lifestyle and place a lot of

Minimalist Seeker: demographic profile

54% 59% USD22,032 74%

45-49y 28% 36% 3%

Minimalist Seeker: values and influences

I prefer living in the real world to virtual

I like to find bargains Reduce my energy consumption/use

Minimalist Seeker: in-store and online shopping motivations

Convenient location / access

See or try before buying

Stores are more trustworthy

0% 10% 20% 30% 40% 50% 60% 70% 80%

Best ways to target the Minimalist Seeker

Who is the Empowered Activist?

Empowered Activist: demographic profile

42% 47% USD19,605 51%

35-39y 28% 43% 10%

Empowered Activist: values and influences

Empowered Activist: in-store and online shopping motivations

To see new products and trends that I would otherwise miss

Better warranty / easier to return if defective

Convenient location / access

See or try before buying

0% 5% 10% 15% 20% 25% 30% 35% 40%