Thai business operators expect 2026 to be another challenging year, urging caution as they navigate a sluggish economy.
“For the second half of 2025, the company has observed a decline in consumer spending power,” said Pun Paniangvait, general manager of SET-listed Thai President Foods Plc, the manufacturer of Mama instant noodles.
He said Thailand’s economic engines are expected to remain weak in 2026.
“Let’s hope no new negative factors happen next year. We cannot place high hopes on the export or tourism sectors,” he said.
Mr Pun does not expect the country’s real estate sector to recover yet.
“There are no strong positive signs for businesses next year. I think it’s better to stay cautious,” he said.
He noted that the focus for the business sector next year should be “self-care”.
Speaking at a seminar organised by Daily News, he emphasised that it is better to remain realistic rather than expect a surprising positive factor to appear.
The key is to stay focused on the present and find ways to overcome current challenges, he noted.
Mr Pun advised businesses to focus on cost control in the year ahead.
He warned against engaging in excessive price wars, saying that spending heavily to compete on price in the current environment is risky.
He also cautioned newcomers to the business sector to avoid overly aggressive strategies in 2026.
He said that while entering into business may seem easy, sustainable survival is what is essential.
Mr Pun added that Mama continues to focus on cost control, cash management and human resources management. The company remains cautious about making major investments.
The Thai instant noodle market is expected to see minimal domestic growth of about 2% this year, he noted.
Tantawan Thirakomen, co-president of MK Restaurant Group Plc, said in the coming year the company will focus on business fundamentals to identify areas for improvement and support sustainable growth in the long term.
She emphasised the importance of analysing business performance and evaluating each campaign’s results, saying this approach would help the company better understand where improvements could be made in the future.