Now in its seventh edition, the ASEAN Consumer Sentiment Study (ACSS) is UOB's flagship regional thought leadership study examining the trends shaping consumer confidence, financial preparedness and lifestyle aspirations across ASEAN.

Based on surveys with 5,000 consumers across Singapore, Malaysia, Thailand, Indonesia and Vietnam, the 2026 study offers a comprehensive view of how consumers are navigating economic uncertainty, planning for the future, embracing new technologies and participating in an increasingly connected regional economy.

This release highlights findings on consumer sentiment and outlook, providing an early pulse on consumer confidence across the region, with further insights from the study to be released in the coming months.

• ASEAN consumer confidence remained resilient in 2026, with the regional Consumer Sentiment Index holding steady at 54 despite ongoing global volatility and geopolitical uncertainty.
• Sentiment diverged across markets - Vietnam remained the most optimistic market, while Singapore and Thailand recorded the strongest year-on-year improvements in consumer confidence.
• Confidence in the broader economy strengthened, with the regional macroeconomic sentiment sub-index rising to 61. Six in 10 ASEAN consumers expressed positive views of both the current economy (60%) and future economic outlook (61%).
• Consumers remain cautiously optimistic about their personal finances. While 60% expect to be financially better off next year, concerns about household expenses, income security and long-term financial commitments continue to temper sentiment.

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About this study

The ASEAN Consumer Sentiment Study (ACSS) is UOB’s flagship regional survey, tracking consumer trends and sentiment across five key markets: Singapore, Malaysia, Thailand, Indonesia and Vietnam.

Now in its seventh year, the 2026 edition of the study was conducted in June and captures the views of 5,000 consumers, with 1,000 respondents from each country.

Key topics covered include:

• Consumer sentiment
• Shifts in spending and financial preferences
• Digital and payment behaviours
• Cross-border activity
• Wealth & AI in banking
• Financial preparedness

Important notice and disclaimers

This article shall not be copied or relied upon by any person for whatever purpose. This article is given on a general basis without obligation and is strictly for information only. The information contained in this article is based on certain assumptions, information and conditions available as at the date of the article and may be subject to change at any time without notice. You should consult your own professional advisers about the issues discussed in this article. Nothing in this article constitutes accounting, legal, regulatory, tax or other advice. This article is not intended as an offer, recommendation, solicitation, or advice to purchase or sell any investment product, securities or instruments. Although reasonable care has been taken to ensure the accuracy and objectivity of the information contained in this article, UOB and its employees make no representation or warranty, whether express or implied, as to its accuracy, completeness and objectivity and accept no responsibility or liability for any error, inaccuracy, omission or any consequence or any loss or damage howsoever suffered by any person arising from any reliance on the views expressed and the information in this article.