New-generation families prioritise practical layouts, energy efficiency and lower long-term maintenance costs, while homes priced at THB 2.5–10 million accounted for 72% of orders at Home Builder & Materials EXPO 2026.

The Home Builder Association (HBA) has identified a shift in homebuilding preferences among younger consumers and first-time families, with demand moving away from larger houses towards homes that deliver greater overall value. Buyers are increasingly prioritising functional living spaces, energy efficiency and lower long-term maintenance costs. In response, homebuilders are being encouraged to adapt their designs to meet more specific customer needs.

The trend was reflected in the results of Home Builder & Materials EXPO 2026, which generated home construction orders worth more than THB 1.643 billion. Homes priced between THB 2.5 million and THB 10 million dominated demand, accounting for 72% of all orders.

Mr. Anankorn Amornwatee, President of the Home Builder Association (HBA), said the preferences of younger consumers and newly established families were undergoing a notable change. Rather than prioritising large homes and grand designs, buyers are increasingly seeking properties that offer practical layouts, efficient use of space and ease of maintenance over the long term.

“Value is no longer defined by the size of a house alone. Buyers are considering the overall benefits of a home, from construction costs and functionality to the expenses involved in maintaining it after moving in. This requires homebuilders to adapt their designs to meet increasingly specific lifestyle needs,” he said.

Three Key Factors Reshaping Homebuilding Preferences

According to the HBA, three main factors are driving the shift in homebuilding preferences among younger consumers and first-time families.

1. Smaller households and changing lifestyles

As more households consist of just one to three people, large areas of unused space can become unnecessary, adding to both construction and maintenance costs. Younger buyers and couples starting families are therefore placing greater importance on well-proportioned living spaces that meet their actual needs and make efficient use of every square metre.

2. Value means functionality and energy efficiency, not simply a lower price

For today’s homebuyers, value is measured not by the largest possible floor area, but by how effectively a home accommodates everyday living. Flexible spaces that serve multiple purposes, along with rooms that can be adapted as family needs change, are becoming increasingly important.

Energy-saving features are also gaining attention. These include designs that take advantage of natural ventilation and sunlight orientation, as well as solar rooftop systems and thermal insulation to reduce energy consumption.

3. Reducing hidden costs over the long term

Buyers are paying closer attention to the costs incurred after moving into a home. Larger houses can bring higher electricity bills, particularly from air-conditioning, as well as greater cleaning and maintenance expenses over time.

Choosing a home that is appropriately sized and efficiently designed can therefore help households manage costs throughout the period of ownership, rather than focusing solely on the initial construction budget.

Homes Priced at THB 2.5–10 million Lead EXPO 2026 Orders

Home Builder & Materials EXPO 2026 recorded orders for the construction of 185 homes, with a combined value of THB 1,643.61 million. The results indicate that homes offering accessible price points and strong overall value remain the core of the market.

The THB 2.51–5 million segment ranked first, with 71 homes ordered, representing 38% of the total. The THB 5.01–10 million segment followed with 62 homes, accounting for 34%. Combined, the two price brackets represented 72% of all orders, reinforcing the preference for mid-market homes that offer practical living spaces at competitive prices.

Meanwhile, the premium segment priced at THB 20 million and above accounted for 15 homes, or 8% of total orders. Despite the smaller number of units, this segment generated THB 492.5 million in value, equivalent to 30% of the total value recorded at the event, demonstrating the continued strength of purchasing power in the upper-end market.

Mr Anankorn added that homebuilders need to develop both their designs and services to suit the needs of customers across different price segments. Efficient layouts and adaptable spaces can accommodate changing lifestyles while reducing the need for major renovations in the future.

The HBA will continue working with its member companies, leading building-material partners and financial institutions to expand the range of homebuilding options available to consumers, with a focus on quality, value and sustainable living.

Looking ahead, the association forecasts that total sales among homebuilding companies belonging to the HBA will grow by 8.7% in 2026, reaching approximately THB 10 billion, up from THB 9.2 billion in 2025.