What Worries Thailand? July 2026

Thailand's consumer sentiment showed encouraging signs of improvement in July 2026, according to the latest Ipsos What Worries the World? and Global Consumer Confidence Index surveys. More Thais believe the country is moving in the right direction, confidence in the economy has strengthened, and consumers are becoming increasingly comfortable with everyday spending.

However, the findings also reveal that trust and public safety continue to shape consumer sentiment. Financial and political corruption remains the country's biggest concern, while crime and violence has returned to Thailand's top five worries amid rising global concern over security and geopolitical instability. 

Financial and political corruption remains Thailand's biggest concern

For another consecutive month, financial and political corruption tops the list of issues worrying Thai consumers.

More than half of respondents (53%) identify corruption as one of Thailand's biggest concerns. While this represents a slight decrease of 2 percentage points compared with June, concern remains 7 points higher than July 2025, demonstrating that governance, accountability and institutional trust continue to influence how consumers view the country's future.

Although economic sentiment has improved, the findings suggest that rebuilding public trust remains essential for sustaining long-term confidence.

Crime and violence return to Thailand's top five worries

One of the most notable developments in July is the return of crime and violence to Thailand's five biggest concerns. Today, 23% of Thais identify crime and violence as a major issue facing the country.

This shift also reflects broader global sentiment. In the latest Ipsos What Worries the World? survey, crime and violence has become the number one concern globally, driven by ongoing geopolitical conflicts, regional instability and growing concerns around public safety. 

More Thais believe the country is moving in the right direction

July data shows an improvement in how people view Thailand's overall direction. Today, 56% of Thais believe the country is heading in the right direction, an increase of 6 percentage points compared with June and 15 points higher than a year ago. 

While public opinion remains divided, optimism now outweighs pessimism for the first time in recent months.

Perceptions of Thailand's economy improve

Consumers are also becoming more positive about the economy. The proportion of Thais describing the current economy as good rose to 41%, increasing by 10 percentage points from June. 

Although most consumers (59%) still believe the economy faces challenges, the sharp improvement suggests confidence is beginning to recover as household spending gradually strengthens. 

Consumer spending confidence continues to recover

Consumers are becoming increasingly comfortable making purchases, particularly for everyday essentials.

Compared with six months ago:

• 63% feel more comfortable making everyday household purchases.
• 48% feel more comfortable making major purchases such as homes or cars.
• 49% expect their personal financial situation to improve over the next six months.

The stronger confidence in everyday spending may partly reflect the continued implementation of the government's Thai Help Thai Plus stimulus programme, which aims to support household purchasing power and encourage domestic consumption.

Nevertheless, consumers remain selective. Confidence in daily purchases is considerably stronger than confidence in major purchases, indicating that households continue to manage discretionary spending carefully while prioritising essential goods and services.

July's findings paint the picture of a consumer who is becoming more optimistic, but remains pragmatic. 

Confidence in Thailand's direction and the economy has improved, while consumers are gradually regaining confidence in their personal finances and spending. At the same time, concerns around corruption continue to dominate public sentiment, and the return of crime and violence to the country's top five worries highlights the growing importance of trust, safety and social stability.

As consumer confidence gradually recovers, brands that combine value, transparency and trust with products and services that genuinely address consumers' everyday needs will be best positioned to build stronger relationships and drive sustainable growth.

Access the Global What Worries the World? See the full Global Consumer Confidence Index