Unilever Plants Thailand as Global Innovation Hub, Pushes Accessible Quality Products with AI, Digital, and Sustainability Focus for 2025

Aseem Puri, Chairman and CEO of Unilever Thailand, announced the company's 2025 business direction, committing to strong growth despite global economic challenges and weakened consumer spending power. The core mission is ensuring consumers can access quality products at the most reasonable prices possible.

The company recognizes that today's consumers face cost-of-living pressures and worry about rising prices. Therefore, Unilever's key responsibility is maintaining affordable price levels and minimizing or avoiding price increases where possible through better cost management.

"Consumers today face pressure on living costs and worry whether products will become more expensive. Our responsibility is to keep quality products accessible at the most suitable prices," Puri said.

Unilever also aims to position Thailand as a center for innovation, research, and manufacturing for export to global markets, particularly in beauty and Thai food products, which enjoy international recognition. Currently, the company manufactures products in Thailand for export to over 60 countries worldwide, with exports exceeding 100 million units. Key markets span South Asia, Japan, Korea, Australia, and Europe.

"What we produce in Thailand isn't just for domestic sales—it must reach the global market. Thai products, especially beauty and food, have international recognition," Puri noted.

Unilever continues investing consistently in Thailand across factories, research and development, technology, marketing, and workforce development to support long-term growth, viewing Thailand as a strategically important regional market.

The company prioritizes integrating digital technology and AI across all business processes—from consumer data analysis and product innovation to digital marketing and e-commerce. It partners with major technology providers including Google, TikTok, and various digital platforms to enhance marketing and sales efficiency.

"AI and digital will be the core of future business. We use data analytics to understand consumer needs and continuously develop innovations and new solutions," Puri said.

Regarding current Thai consumer behavior trends, Unilever found that consumers haven't reduced quality standards despite economic slowdown; instead, they prioritize better value. They compare prices, wait for promotions, and increasingly purchase larger sizes or economy packs.

"Thai consumers still want quality products but with better value—choosing larger packs or refill bags because they save money and last longer," Puri explained.

The company also observes that e-commerce continues growing, with Thai consumers comparing prices across multiple channels—retail stores, convenience stores, and online platforms—before making purchase decisions.