Bangkok: The Trade Policy and Strategy Office (TPSO) supports entrepreneurs in adjusting their strategies to embrace Generation Alpha.
According to Thai News Agency, the TPSO reveals that Gen Alpha households in the Asia-Pacific region have high spending power, projected to exceed US$10 trillion by 2030. This reflects significant opportunities in the region's new consumer market, with Gen Y parents willing to spend.
Mr. Nantapong Chiraleartpong, Director of the Trade Policy and Strategy Office (TPSO), stated that the office has been closely monitoring market trends and found that households with children from Generation Alpha (born 2010-2024) are expected to have a total spending value of US$9 trillion in 2025, surpassing US$10 trillion by 2030.
Furthermore, direct spending by Gen Alpha is projected to reach US$3 trillion by 2040, highlighting the influential role of this young consumer group in household consumption. While they do not yet have their own income, their impact on household purchasing decisions is substantial, particularly in single-child families. Generation Y parents, known for prioritizing spending on their children, contribute to increased spending per child in the region.
Gen Alpha exhibits three key consumption patterns: an early awareness of health, a demand for technological convenience, and a preference for instant gratification. Notably, 40% of Asian parents provide their children with vitamins and supplements regularly, leading to a significant growth rate in the Asia-Pacific children's vitamin and supplement market.
Digital channels are becoming increasingly pivotal, with the region accounting for 45% of e-commerce sales in 2024, and 45% of consumers expected to purchase goods through livestreaming in 2025. Moreover, Gen Alpha's preference for short-lived content is reflected in the region's mobile game sales, which have grown at an average annual rate of 30% from 2010 to 2024.
Sales of children's products in the Asia-Pacific region, including health and personal care items, are projected to reach US$145.6 billion by 2029, making up more than a third of global sales. The health and personal care sector is particularly robust in countries such as the Philippines, Thailand, Malaysia, and Indonesia.
Thailand's exports of cosmetics and dietary supplements to the Asian market were valued at US$716.4 million in 2025, with a growth rate of 9.5 percent over the past five years. This underscores the potential of Thai products to meet regional consumer demands.
With Gen Alpha entering adulthood in 2028, Thai businesses are encouraged to develop products that cater to this group's specific needs, focusing on dietary supplements, health care, and beauty products. Incorporating digital technology and short-form content platforms like TikTok and YouTube is recommended to effectively reach target audiences.
Moreover, Thai businesses should enhance product differentiation and value through innovation and maintain brand credibility through transparency and certifications. By expanding distribution channels via e-commerce and influencer marketing, Thai products can seize opportunities in the Asia-Pacific market.