Rising Food Costs Force Thais to Prioritize Affordability Over Nutrition

PATTAYA, Thailand – Rising living costs are increasingly influencing what people put on their plates in Thailand, with many Thais choosing cheaper, more filling meals and cutting back on higher-priced foods as household budgets come under pressure. Higher prices for ingredients, fuel, transportation, and other everyday necessities mean food choices are increasingly determined by affordability rather than taste or preference. For some families, eating a healthy and balanced diet has become something that requires careful planning and budgeting. Data from the Department of Health’s Anamai Poll, based on a survey titled “How do we live in difficult times?” conducted from July 1–31, 2026, among 941 respondents, shows how economic pressures are affecting eating habits. Higher fuel and transportation costs were identified as the biggest factor affecting food purchases, cited by 46.23% of respondents, followed by inflation and rising living costs at 30.29%. Notably, 63.76% said expensive food made it more difficult to eat nutritious meals, while 36.66% identified falling income as another important factor. The findings suggest that economic pressure is affecting not only purchasing power but also the quality of food people can afford. Students face difficult food choices Among school-age children and young people, the impact can be seen in everyday decisions about meals, drinks, and snacks. With limited pocket money, students may have to choose between a main meal and the snacks or drinks they want. One student interviewed during field research said they now have to think carefully before buying food. If one meal is expensive, they may cut back on snacks or drinks and sometimes choose a cheaper dish, even when the preferred meal contains more vegetables or meat. The experience illustrates how food prices can influence eating habits from an early age, with young consumers learning to put affordability ahead of nutritional value. Workers put price before preference Working-age consumers face a broader range of expenses, including food, transportation, housing, and family costs, making value for money a major consideration when buying meals. An office worker said that in the past they would choose whatever they wanted to eat, but now price comes first. If a meal is too expensive, they may choose a cheaper option or buy food to take home rather than eat at a restaurant. The Anamai Poll found that 64.82% of respondents had adapted by buying cheaper food or shopping during promotions, while 37.51% said they were cooking at home more often. Older people also feel the pressure Older people, particularly those with limited incomes, face similar challenges. Many need to pay particular attention to nutrition, but rising prices can make important food groups harder to maintain in their diets. One older respondent said they understood the nutritional value of fish, eggs, vegetables, and fruit, but when prices rise, they have to buy only what is necessary. At times, they reduce the amount purchased or choose cheaper alternatives. The issue therefore goes beyond whether people have enough food. Lower-income consumers may also unintentionally reduce their intake of foods that provide important nutrients. Restaurants caught between costs and customers Small restaurants and food retailers are also under pressure from both sides. Ingredient and operating costs are rising, while customers have less money to spend. A restaurant operator said that raising prices too much could drive customers to competitors, forcing businesses to adjust portion sizes, find reasonably priced ingredients, and introduce more affordable menu choices. Food businesses are therefore trying to balance costs, quality, and prices, while consumers are becoming increasingly careful about comparing prices and deciding where and what to buy. Food remains a major household expense National Statistical Office data shows that Thai households had an average monthly income of 28,308 baht in 2025, compared with average monthly expenses of 22,420 baht. Food, beverages, and tobacco accounted for an average of 8,420 baht per household each month, making the category the largest component of household consumption expenditure. The figures underline the importance of food in household budgets. When ingredient prices and other costs rise, cutting food expenses can become one of the few options available to families trying to control spending. Eating well on a limited budget The Department of Health says that saving money should not mean cutting out foods essential to the body. It recommends planning meals and shopping lists, choosing seasonal and locally produced ingredients, comparing prices, and selecting affordable protein sources such as eggs, tofu, beans, and reasonably priced meat. Seasonal vegetables and fruit can also provide more affordable options for maintaining a balanced diet. The broader concern is not simply how much cheaper Thai consumers can make their meals, but whether saving money today comes at the expense of nutrition and health in the longer term. If healthier food becomes increasingly difficult for lower-income households to afford, today’s cost-of-living pressures could eventually become a much larger health cost for society.