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 cognitive benefits from nutrition products, like memory and focus enhancement. Weight/muscle management and energy support are popular, but boosting competitiveness is vital. Cognitive benefits remain an untapped opportunity.
Most Thais are ‘moderately active’; however, products for all activity levels are crucial to drive wider appeal across the population. Personalised performance nutrition is key for Active Consumers, tailoring to different workout phases and optimising chrono-nutrition.
Demand for natural ingredients opens doors for herbal elements in performance nutrition products. Read the Report for insights on enhancing brand competitiveness through ingredient formulation in performance nutrition.
Key opportunities lie in dialing up the competitive edge with energy+ benefits, targeted nutrition for Active Thais, and driving naturalness with herbal ingredients.
Rashmika Khanijou, Senior Analyst
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