Myanmar nationals in Thailand provide a ‘massive’ consumer base, says new report

Mizzima

Over 4 million Myanmar nationals living in Thailand have quietly evolved into “a massive consumer group” with a purchasing power of over 221 billion baht (US$6.77 billion) annually, according to a new report by consultancy firm Happio released on May 23.

According to the report, there are 4.1 million Myanmar people in Thailand, which is equivalent to 6.5 percent of Thailand’s population and they represent 8.2 per cent of the Thai workforce. They directly inject 65 per cent of their expenditure into Thai businesses and local communities, Happio says.

No longer ‘fringe’ sector

This represents a sizeable consumer base, according to the Thai media outlet The Nation.

“Today, the Myanmar consumer market in Thailand is no longer a niche, fringe sector; it is a vital engine of domestic purchasing power,” Natee Jarayabhand, chief executive officer of Happio Co., Ltd., told the media outlet.

Happio estimates that Myanmar consumers generate 221.2 billion Thai Baht annually, with the spending mainly on Thai retail businesses, housing, restaurants, transportation, financial services, healthcare and daily consumer goods. It is estimated that 65 per cent of Myanmar migrants’ income is spent inside Thailand’s economy.

Thai brands are misunderstanding the market, says Happio with the report arguing that many Thai companies still see Myanmar nationals primarily as low-cost labour, rather than a major consumer market, effectively one of Thailand’s important purchasing powers.

Consumer profile changing rapidly

The Myanmar population in Thailand is no longer made up only of migrant workers. The report identifies three major segments, namely Skilled Blue-Collar Workers, Light Blue-Collar-Long-Term Residents, and White-Collar Professionals & Students, the latter, the fastest growing segment.

There are said to be over 15,000 Myanmar students presently enrolled in Thai universities.

Roughly 40 per cent of spending is on Food & Beverages, Housing & Utilities, Transportation, and Personal Care.

High potential sectors

Happio identifies five sectors with the strongest growth opportunities, namely Food & Beverage with an estimated market of THB 59.2 billion; Housing & Accommodation with an estimated market of THB 46.8 billion; Digital & Financial Services with an estimated market of THB 24.7 billion; and Healthcare and Retail & Consumer Products.

These sectors are expected to benefit most from the rising Myanmar purchasing power

Myanmar consumers are not choosing based on price alone. One of the report’s most important findings is that Myanmar consumers increasingly prioritize: Trust; Brand Reputation; Community Recommendations; Cultural Understanding; and Language Accessibility.

According to Myanmar market expert Arwee Taengmeesaeng, brands that understand Myanmar identity and community behaviour have a significant competitive advantage.

Social media plays a critical role

The report highlights that Myanmar consumers in Thailand are highly active on Facebook, TikTok, YouTube, and community-based digital networks. Word-of-mouth recommendations spread rapidly through Myanmar social communities.

This makes localized content, Burmese-language marketing, influencer engagement, and community media, particularly effective.

Geographic concentration

It is important to bear in mind where the market it. Myanmar consumers are concentrated in Central Thailand, Bangkok Metropolitan Area, and border provinces (Tak, Ranong, Samut Sakhon, etc.). These regions are considered prime targets for localized marketing campaigns.

The report’s main strategic conclusion

The report describes the Myanmar market in Thailand as “A New Blue Ocean Market” meaning it is large, under-served, rapidly growing, and still overlooked by many Thai brands.

Happio recommends a “First Mover Strategy” for businesses that invest early in Burmese-language communication, culturally relevant marketing, community trust-building, and Myanmar-focused products and services.

The biggest takeaway from the report is that Myanmar nationals in Thailand are no longer viewed merely as migrant workers but increasingly as a major consumer economy worth over 221 billion Thai Baht annually, making them one of the most important emerging demographic markets in Thailand.