#ConsumerTrends

A wave of change is reshaping Asia’s demographics and economies, propelled by an often-overlooked force: women aged 50 and above. Across China, Japan, South Korea, and increasingly in Thailand, these mature female consumers are growing into influential tastemakers, dynamic drivers of the burgeoning “silver economy,” and central participants in new business, cultural, and societal trends. As Asia confronts declining birth rates and aging populations, research shows that the region’s 50+ female demographic is not only expanding rapidly but also transforming what it means to age — and to consume — in modern society (Jing Daily).

Across Asia’s bustling metropolises, a demographic revolution is quietly reshaping entire economies. Women aged 50 and above have emerged as the continent’s most dynamic consumer force, wielding unprecedented purchasing power and redefining traditional concepts of aging across China, Japan, South Korea, and Thailand. This transformation represents far more than changing shopping patterns—it signals a fundamental shift in how Asian societies approach work, health, technology, and lifestyle as populations age rapidly. Research indicates these mature female consumers now control trillions in spending decisions, making them impossible to ignore for businesses and policymakers alike.

A strange new collectible has taken Thailand—and the global internet—by storm. Over the past few months, wild-eyed, snaggle-toothed little creatures known as Labubu have appeared dangling from backpacks, crowding keychains, and starring in viral YouTube unboxing videos. To many, their sudden popularity seemed to come from nowhere. The fever hit new heights after a famous K-pop star was spotted carrying a Labubu, instantly launching them into the imaginations and wishlists of a generation. Now, they’re the must-have item for young Thais and adults alike, with some rare versions fetching eye-watering prices in local and international collectible markets.

The food delivery sector in Asia Pacific has reached a significant new milestone, with delivery now comprising 23% of the region’s foodservice market—more than doubling its share since 2019, according to the latest research by Euromonitor International as reported by Retail Asia. This dramatic rise underscores how convenience and digital transformation are rapidly reshaping how people across the region, including in Thailand, purchase and enjoy food.

For Thai readers, the rapid expansion of food delivery is impossible to miss. Just a few years ago, a visit to a bustling local food market or a sit-down meal at a street-side restaurant was the norm. Today, it is common to see motorcycle riders from Grab, Foodpanda, or Robinhood zipping through Bangkok traffic or delivering upcountry, a trend that accelerated during the COVID-19 pandemic and shows no sign of slowing down. This change matters both as a reflection of shifting consumer habits and because it impacts the livelihood of restaurant owners, riders, and the broader foodservice economy in Thailand.

As Thailand braces for another sweltering summer, a growing international trend has caught the attention of both beauty enthusiasts and health experts: applying deodorant not just to armpits, but to various body areas prone to sweat and odor. A recent discussion in Slate, reflecting personal experiences with using spray deodorant on clothes and across the body, prompts the question—should Thais embrace this expanding application, and is it safe?

The growing popularity of “whole-body deodorants” is more than a passing fad. Major brands such as Dove and Lume have rolled out products specifically marketed for use on more sensitive or “non-traditional” areas—feet, the back, under the breasts, and even the groin—claiming satisfaction and safety for users seeking comprehensive odor control (CNN, Rolling Stone). This shift follows changing consumer hygiene habits in the global north, with the United States seeing a spike in sales of such products since 2024 (Forbes).

A new trends report by restaurant technology provider Toast has reignited the debate around the U.S.’s rapidly evolving tipping culture, revealing sizable differences in generosity depending on the state and highlighting growing public fatigue about how gratuities are handled nationwide (Yahoo News). The findings, published in June 2025, draw attention to shifting attitudes toward tipping—offering valuable insights not only for American diners and restaurateurs, but also for observers in Thailand as global service norms take on new forms.

A recent US report reveals that ultra-processed foods now account for 60% of American diets, raising urgent questions about the health costs of convenience and what this trend may signal for Thai consumers (WRAL). As Thailand’s urban lifestyles evolve and Western-style diets gain popularity, Thai health experts warn the nation may be following a similar—and troubling—trajectory.

Ultra-processed foods, often packaged for convenience, include items like sweetened breakfast cereals, instant noodles, reconstituted meat products, and sugary drinks. These foods are typically high in refined sugars, unhealthy fats, salt, and artificial additives, while being low in fiber, vitamins, and minerals (Harvard T.H. Chan School of Public Health). The sheer scale observed in the US—where more than half of daily caloric intake comes from such products—has serious implications for public health: studies consistently link diets high in ultra-processed foods to increased rates of obesity, diabetes, cardiovascular disease, and even some cancers (BMJ).