2025
0
Thailand Attitudes towards Herbal Ingredients Consumer Report 2025
2026-01-15T16:00:58+00:00
REP62621049_B64D_4CA1_B432_2446701CCDA1
2195
190488
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This report looks at the following areas: Usage applications of herbal ingredients The influence that 'herbal ingredients' have on consumers' decision to choose one product over another in different food/drink…
Thailand
Ingredients and Additives
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Thailand Attitudes towards Herbal Ingredients Consumer Report 2025

This report looks at the following areas: Usage applications of herbal ingredients The influence that 'herbal ingredients' have on consumers' decision to choose one product over another in different food/drink categories Reasons for consuming food/drinks or using products with herbal ingredients Familiarity and interest in consuming different types of herbal ingredients in packaged food/drinks Attitudes towards food/drinks with herbal ingredients Adapt traditional herbal ingredients to modern, functional products that address the specific health needs of today's Thai consumers across categories.

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Key issues covered in this Report

  2. MARKET LANDSCAPE

    • Retro rejuvenation
    • Move herbal ingredients beyond the kitchen into packaged food and drinks
    • Graph 1: applications of herbal ingredients, 2025
    • Move herbal ingredients beyond the kitchen into packaged foods
    • Herbal usage is limited, with Gen Z least engaged and older Thais most engaged
    • Graph 2: repertoire of the application types that consumers use herbal ingredients, by generation, 2025

  3. EVOLVE ANCIENT HERBAL WISDOM INTO TARGETED FUNCTIONALITY FOR MODERN HEALTH NEEDS

    • Now: herbal ingredients are deeply trusted for health, but functional understanding remains limited
    • Graph 3: reasons for consuming food/drinks or using products with herbal ingredients, 2025
    • Now: the comfort zone of herbal innovation is in brain, bone and immune health
    • Graph 4: share of food and drink launches that contain herbal ingredients, by functional claims, 2020-25
    • Now: create herbal formulations for modern ‘cognitive strain’
    • Next: position herbal ingredients as key to preventing health issues related to modern lifestyles
    • Next: tap into the weight management blind spot, targeting older women
    • Next: highlight herbal ingredients as a key selling point for weight management
    • Formulate with a mix of herbal superfoods or balanced nutrition for weight management
    • Next: structure herbal ingredients around modern mental health and sleep needs
    • Future: as Thailand ages, herbal innovation will shift from short-term focus to lifelong cognitive resilience
    • Future: VMS with herbal blends for cognitive resilience

  4. EXPAND ON THE HERBAL UNIVERSE

    • Now: the herbal universe is dominated by familiar, heritage-led ingredients
    • Graph 5: familiarity vs interest in herbal ingredients in packaged food/drinks, 2025
    • Understanding the herbal universe in Thailand
    • Strategy funnel for herbal ingredients
    • Now: heritage herbs create a health and sensory anchor and are primed for mass scaling
    • Now: extract more value from the heritage herbs
    • Ginger is poised to be the hero heritage herb for modern day energy
    • Next: reposition underleveraged herbs
    • Next: functional mushrooms emerge as the sole rising star, with reishi dominating the market
    • Graph 6: share of functional mushroom-containing food/drink launches, by mushroom type, 2022-25
    • Next: bring in other functional mushrooms with reishi for optimum daily wellness
    • Next: tap into growth candidate herbs with education-led activation
    • Korean ginseng shows gradual growth while moringa plateaus
    • Graph 7: share of herb-containing food/drinks, by herb type, 2022-25
    • Next: introduce Korean ginseng into staple formats to build its relevance in the market
    • Future: herbal ingredient credibility will shift from tradition to evidence-based validation
    • Future: herbal formulations with scientific fermented botanicals

  5. UNLOCK CATEGORY WHITE SPACE FOR HERBAL USE IN MODERN FORMATS

    • Supply vs demand of herbal innovations
    • Graph 8: supply vs demand for herbal ingredients in packaged food/drinks, 2025
    • Now: herbal use in packaged food and drink is supply-led and conservative
    • Now: established categories under pressure to reduce sodium can use herbs to protect taste
    • Graph 9: consumers that would consider buying reduced sodium food/drinks that use herbs and spices to enhance flavour, by generation, 2025
    • Now: dial up use of heritage herbs in reduced sodium variants for established categories
    • Next: tap into the white space for herbs in modern wellness categories
    • Next: use herbal ingredients to help consumers meet their health goals in modern wellness categories
    • Next: engage Gen Z through ‘herbal experimentation’ in snacks
    • Next: tap into growth of active lifestyles to push herbal energy in sports and energy drinks
    • Future: from category silos to connected herbal ecosystems
    • Future: daily herbal ecosystem
    • Key takeaways

  6. APPENDIX

    • Generations
    • Consumer research methodology
    • Repertoire analysis
    • CHAID/decision tree analysis
Download Report Summary

This report looks at the following areas:

  • Usage applications of herbal ingredients
  • The influence that ‘herbal ingredients’ have on consumers’ decision to choose one product over another in different food/drink categories
  • Reasons for consuming food/drinks or using products with herbal ingredients
  • Familiarity and interest in consuming different types of herbal ingredients in packaged food/drinks
  • Attitudes towards food/drinks with herbal ingredients

Adapt traditional herbal ingredients to modern, functional products that address the specific health needs of today's Thai consumers across categories.

Rashmika Khanijou, Senior Analyst

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