Health is Wealth: Thailand’s Supplement Market
Post-pandemic priorities — and the benefits and formats set to win.
Executive summary
Generated from source · cited- Supplement sales keep rising post-COVID as Thai consumers focus on inner health and wellness.
- Growth appears across every region except the south; Greater Bangkok holds the greatest opportunity for brands.
- Benefit priorities are shifting: immunity and protein are rising while skincare and eyecare decline.
- Powder is the fastest-rising format — flexible across benefits and ideal for low-cost sachets that recruit new buyers.
Why behaviour is changing
An aging society, a rising health trend and the pandemic pushed Thai consumers to start spending on supplements — and penetration kept growing after COVID.
As life returned to normal, needs shifted with it. People still want to boost immunity and general wellbeing, but are focusing less on skincare and more on protein and body care as they return to gyms and offices.
Who are the buyers?
Urban households, older families and the "silver" generation offer the strongest growth potential, and urban migration rose in 2022. Growth shows across every region except the south, where spend is lowest and still declining. Greater Bangkok — highest consumption and spend — is the clearest opportunity.
What consumers really need
Across ten claimed benefits, general wellbeing and immunity command the biggest value share. Protein and immunity rose over the year; skincare and eyecare fell. Eyecare spiked during work-from-home and faded with the return to the office.
Thai consumers still care deeply about health — they’re just changing the benefits they want as life returns to normal.
Formats and what’s driving growth
Powder is surging, with the highest value share overall and particular strength in protein. Its flexibility — usable across every benefit and sold in affordable sachets — makes it a powerful recruiter of new consumers. Tablets and capsules stay strong in vitamins and immunity; liquid lags, hard to store and consume on the go.
Source: Kantar Worldpanel (Thailand), Health is Wealth: Thailand’s Supplement Market in 2023. Contact: Chivanon Piyaphitakskul, Senior Marketing Manager.
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