Thailand

Thailand Market Research

Mintel’s Thailand market research reports combine global insights with local market knowledge to provide in-depth market intelligence for key industries and detailed insights into Thai consumers.

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    In 2022, a significant rise in daily consumption of vitamins, minerals and supplements (VMS) was noted, likely driven by increased health consciousness after the COVID-19 pandemic. However, from 2023 to 2024, consumption has returned to pre-pandemic levels, with the category now plateauing in occasional use. For the VMS market's long-term..."
    The Thai beauty market is undergoing a significant transformation, driven by consumer preferences for products that offer tangible skin health benefits. Hydration, brightening and enhancing skin barrier function are the top priorities. The popularity of functional ingredients such as hyaluronic acid, ceramides and botanical extracts is rising, alongside the growing..."
    The colour cosmetics market in Thailand is experiencing a shift towards minimalism, as consumers increasingly prefer spending on essential makeup items that save time and money. This is accompanied by a growing demand for makeup products that integrate skincare benefits, driven by the desire for harm-free ingredients and solutions to..."
    This Report delves into the skintone management practices of Thai consumers in 2024, focusing on trends and preferences in skincare products. It emphasises the critical role of maintaining healthy skin as a foundation for achieving desired skintone outcomes. The content highlights the enduring popularity of brightening and whitening products, driven..."
    The Thai milk alternatives market is slowly becoming crowded as brands diversify with new base types. Building a competitive edge will be key, and opportunities exist to introduce novel plant-protein ingredients that offer both health and sustainability advantages.Though traditionally seen as the most versatile, cow's milk is losing its edge..."
    Most Thais want to be active to improve their weight, but face challenges. Active enthusiasts look for VMS and meal replacements to level up their routine, while those planning to be active for weight management seek to complete their basic nutrition, and search for physical activity boosters. Understand their unique..."
    The Thai beauty market is undergoing a significant transformation driven by economic pressures, shifting consumer preferences and technological advancements. Consumers are increasingly prioritising value-driven products, opting for solutions that provide cost effectiveness without compromising quality. This shift is accompanied by a heightened expectation for brands to demonstrate transparency as informed..."
    Juice and juice drinks consumption continues to grow steadily, with Thais drinking it for its vitamin content, to aid bowel regulation, and to satisfy thirst. Often seen as a healthier alternative, juice is perceived by many as a preferable choice over less-nutritious beverages.When it comes to purchase, however, indulgence prevails...."
    In Thailand, there is a knowledge gap in performance nutrition. Men aged 45+ excel, but educating the younger generation – particularly women – remains an opportunity. Nutritional beverages and meal replacements are driving performance nutrition in this market, with sports drinks growing significantly.Physical health is key, but many Thais seek..."
    Acne is a significant concern among Thai consumers, with Gen Z and Millennials identifying it as their top facial skin issue. Gen X also shares this concern, highlighting a substantial opportunity for brands to address acne across generations. However, each generation has distinct needs and approaches, making it crucial for..."
    CVS (convenience stores) have emerged as favoured hubs for beauty enthusiasts in Thailand, providing skincare and cosmetics in compact sachets and tubes. These small sachets cater to both trial and cost-effectiveness needs, presenting an opportunity to elevate consumers' spending from initial sachet purchases to higher value, aligning with their high..."
    Healthy ageing and holistic wellbeing trends are prompting Thais to prioritise preventative care and mind-body practices. The emergence of a self-love philosophy in opposition to increasingly demanding beauty standards has pushed people to embrace ageing while paradoxically chasing beauty goals. Climate change is creating a sense of urgency; people are..."