Thai households spent 3% less on fast-moving consumer goods (FMCG) in the first half of 2026, compared with the same period last year. Household debt sits at 87% of GDP, and consumer confidence — while off its post-pandemic lows — remains stuck near the neutral line. On paper, it reads like a market in retreat.
It isn't. It is a market in transition — and the brands that understand exactly how consumers are changing their behaviour, rather than assuming they've simply stopped spending, are the ones finding real growth. This year's Brand Footprint Awards make that fact visible: across food, beverage, home care, personal care, dairy, skincare and makeup, a clear set of brands grew by being chosen more, not by selling harder to the same shrinking base.
