A nationwide survey found Thai consumers still favour local food and drink, while younger shoppers are driving growth in beauty and fashion products. Fashion and accessories came second at nearly 16%, followed by household goods, health products, and beauty items. Retirees and pensioners showed the strongest tendency to reduce spending on local goods, while students were the most likely to increase it. Quality and affordability were the top reasons for choosing Thai products, though higher earners prioritised credibility and branding, while lower-income groups focused on price and convenience. Looking ahead, demand for local products overall is expected to hold steady at around 61%.