Enhance the credibility of functional food & drink in brain care, premiumise with next-gen nutrient synergies and expand occasion identities for brain-boosters.
Rashmika Khanijou, Senior Analyst
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EXECUTIVE SUMMARY
- What you need to know
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MARKET LANDSCAPE
- Thailand leads APAC in preventive health awareness
- Graph 1: consumers who cite ‘preventing future health issues’ as their most important motivation for living a healthy lifestyle, 2025
- Urbanisation is a double-edged sword for cognitive health
- Health-conscious older Thais pave the way, while Gen Z offers untapped opportunities for brain health innovation
- Graph 2: agreement with select statements, by generation, 2025
- VMS leads as the brain-support frontrunner for Thais, while functional food & drink faces a credibility gap
- Graph 3: brain & nervous system’ claim, 2022-25
- Graph 4: actions consumers plan to take to address cognitive challenges, 2025
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ENCOURAGE FUNCTIONAL FOOD & DRINK AS THE GO-TO OPTION FOR SUPPORTING BRAIN HEALTH
- Now: diverse cognitive challenges in the Thai market
- Graph 5: brain-related challenges faced in daily life, 2025
- Now: move beyond general brain support to respond to urban mental fatigue
- Next: enhance the credibility of functional food & drink for brain health through expert endorsement and natural ingredient claims
- Next: sustained brain performance will be key for credible long-term brain support
- Next: unlock smart snacking solutions for women’s complex cognitive issues
- Graph 6: consumers reporting 4-5 cognitive challenges, 2025
- Next: snacks can tap into hormone-responsive nutrition to address women’s mid-life cognitive issues
- Next: meet demand for ‘brain and beyond’ benefits to engage Gen X
- Graph 7: interest in functional drink health benefit combinations, by generation, 2025
- Next: science-backed vitality formulations can meet demand for ‘brain and beyond’ benefits
- Future: functional food & drink will extend into personalisation for dementia prevention
- Future: adaptive neuro-nutrition system for preventing dementia
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UNLOCK NEXT-GEN NUTRIENT SYNERGIES FOR BRAIN HEALTH
- Now: anchor brain nutrition to the market’s familiar, trusted ingredients
- Now: harness omega-3 & B vitamin synergy for brain health in everyday food & drink
- Next: probiotics is the multi-tasking nutrient unlocking the gut-brain connection
- Graph 8: consumers interested in consuming more probiotics from food & drink to support brain health, 2025
- Next: communicate probiotic mechanism to illustrate the gut-brain axis
- Next: bridge premium interest with the new wave of brain health ingredients
- Graph 9: interest in consuming more of select ingredients/nutrients from food & drink to support brain health, by financial situation, 2025
- Next: fill the ‘magnesium’ white space in brain health support
- Next: drive nutrient synergy of next-gen nutrients to deliver multifaceted cognitive benefits
- Next: raise awareness of choline’s key role in cognitive wellbeing
- Next: superfoods represent the upcoming brain hero in the pursuit of longevity
- Graph 10: superfoods that consumers are interested in to promote healthy longevity, 2025
- Next: engage parents of toddlers with zinc-rich whole food formulations for brain care
- Future: circadian science will reshape nutrient synergies for cognitive health
- Future: formulations designed to align with the body’s natural rhythm and support optimal brain health
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EXPAND BRAIN-BOOSTING FOOD & DRINK TO MORE OCCASIONS AND CATEGORIES
- Now: consumption of brain-boosting food & drink is occasion-led
- Now: position juices as the versatile all-occasion brain-boost product
- Next: level up the focus hour with brain-boosting dairy, targeting Millennials
- Graph 11: association of product categories with brain-boosting benefits during working/studying, 2025
- Next: position dairy products for attention and information-processing abilities
- Next: dairy yogurt’s aroma can be used to unlock cognitive benefits for focus
- Next: reframe indulgent categories as ‘brain fuel’ in online routines
- Next: expand horizons in sports & exercise brain performance to champion women
- Future: life on the move will drive demand for innovation focused on ‘brain in transit’ occasions
- Future: tailor snack innovations to frequent flyers’ cognitive needs
- Key takeaways
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APPENDIX
- Consumer research methodology
- TURF analysis
- Repertoire analysis
- CHAID/decision tree analysis
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