PwC: Thai consumers prioritise health and food technology despite rising living costs

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.

Pisit Thangtanagul, CEO of PwC Thailand said:

"Price remains a critical factor for Thai consumers in today's economy. But it's not all about the cost. Many people also place great importance on food safety and quality. So, they're spending more carefully, considering value for money, evaluating food safety, and prioritising healthy choices."

The latest survey indicates growing consumer concerns about health risks associated with food. Specifically, 66% cite pesticides as a concern, 55% mention food additives or preservatives, and 51% express worry about the health impacts of highly processed foods.

The survey found that 63% of Thai consumers see themselves as primarily responsible for making healthy food choices, while 57% expect food manufacturers and companies to play a supportive role in promoting healthier lifestyles. Furthermore, 43% of respondents stated that health benefits are a top factor influencing their decision to switch food brands.

These findings highlight opportunities for retailers and food manufacturers to create added value and more effectively meet the needs of today's consumers.

Thai consumers embrace food-service innovation for health and convenience

Thai consumers are increasingly embracing new technologies and using on-demand delivery services. Around 54% of consumers surveyed use non-traditional retail channels—such as online ordering platforms and subscription-based food delivery—to streamline their daily routines.

Additionally, 29% order food or groceries online each week, well above the 15% global average.

PwC's survey also finds that personal health technology is reshaping how Thai consumers make food choices and manage daily routines. 79% use at least one health app or wearable, averaging three devices each, while 98% report these tools influence their day-to-day lives.

When it comes to nutrition and weight-loss planning, more than half (53%) are comfortable seeking advice from generative AI (GenAI), and 47% use it for meal and menu suggestions.

Capturing opportunities created by cross?industry collaboration

As consumers seek affordability, health and convenience, Pisit stressed that businesses need to balance cost with consumer needs by improving products and boosting nutritional value, while keeping prices accessible.

PwC's 'Value in motion' report predicts major changes in the global food industry over the next decade, with the 'how we feed' sector potentially adding up to USD10tn in GVA by 2035.

To capitalise, food companies should restructure, boost innovation, and collaborate with tech providers, while connecting products and services to sectors like healthcare, finance, and logistics to meet personalised consumer needs.

"Businesses in the food industry are navigating a challenging landscape of rising supply chain pressures and shrinking margins. Meanwhile, consumers want healthier, more convenient food options and are increasingly receptive to technology. Joining forces with ecosystem partners and suppliers is therefore a key strategy, helping Thai businesses develop new approaches to improve margins, reduce costs and meet customers' health and convenience needs," he said.

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