Ipsos Generations Report 2026: Thailand Edition
Thailand is changing. Are brands ready?
Thailand's demographic transformation is creating a new consumer economy. From an ageing population and declining birth rates to the rising influence of Gen Z and evolving household structures, generational change is reshaping how Thais live, spend, and engage with brands.
The Ipsos Generations Report 2026: Thailand Edition explores the forces driving this transformation and reveals where future growth opportunities lie.
Key Highlights
Thailand is Becoming One of ASEAN's Fastest-Ageing Markets: Thailand's fertility rate has fallen from 4.36 children per woman in 1975 to just 1.2 today
Gen X is Thailand's Largest Economic Force: With nearly a quarter of the population, Gen X is now the country's most influential spending segment.
Gen Z is Rewriting the Rules of Consumer Discovery: Thailand's Gen Z consumers are digital-first, value-driven and highly influential.
A New Consumer Journey Has Emerged: Traditional age-based marketing is becoming less effective.
New Households Are Creating New Growth Opportunities: Thai households are evolving. The pet economy is expanding beyond food into health, home care and lifestyle categories.
What This Report Covers
- Thailand's demographic outlook
- Generational profiles: Gen X, Millennials, Gen Z and Gen Alpha
- Consumer spending power and market opportunities
- Health, beauty, financial services and retail trends
- Digital behaviour, AI adoption and discovery journeys
- Brand case studies from Thailand's leading marketers
- Strategic implications for business growth
