The market for longevity-focused food, drinks and VMS products is actively growing, driven by increasing demand for preventive health and functional solutions. Consumer trends are shifting from simply extending lifespan to enhancing healthspan, as people aspire not only to live longer but want to age gracefully while maintaining their health. Longevity has become a priority across all generations, not just for older adults but also for younger, proactive individuals who are taking steps now to ensure healthier years ahead.
This Report provides a comprehensive analysis of Thai consumer attitudes and behaviours toward longevity. It navigates generational perspectives on achieving a long and healthy life, takes a deep dive into the dietary adjustments that are coming in the next five years and highlights the role of superfood ingredients in promoting wellness.
This report looks at the following areas:
- Understand consumers’ planned diet changes
- Identify superfoods of interest
- Explore the lengths consumers go to in pursuit of longevity and anti-ageing solutions
- Identify concerns about signs of ageing
- Understand consumer attitudes and behaviours toward longevity
- Determine lifestyle aspirations for the next five years
Unlock opportunities in the longevity market by understanding generational priorities, helping consumers pursue a purposeful diet and exploring superfood ingredients.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report will cover consumer’s understanding and awareness of longevity. It will explore how Thai consumers are responding to ageing and what they expect from food, drinks and VMS. This report will examine superfoods and concerns about signs of ageing, and study the potential for longevity products across different food, drink and VMS categories.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook of food and drink for longevity in Thailand
- A shift to embrace healthspan over lifespan is inspiring a proactive approach to ageing
- Opportunity lies in the older sandwich generation seeking ways to delay signs of ageing
- Graph 1: troubling signs of ageing, 2025
- Fibre and plant-based protein are key players of longevity-focused nutrition
- Graph 2: plans for protein intake adjustments over the next five years for a long, healthy life, by generation, 2025
- Superfoods are a nutrient-dense natural elixir for those in pursuit of longevity
- Graph 3: superfoods that consumers are interested in to promote healthy longevity, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- The longevity economy is a growing opportunity
- Embrace Thailand’s approaching super-aged society
- Graph 4: birth and death, 2015-24
- Longevity wellness remains an emerging space in food and drinks
- Graph 5: food, drink and VMS launches with ‘longevity’ in product description, 2020-25
- Market currently focuses on offerings for seniors
- Opportunities to pioneer longevity-focused nutrition, designed for all generations and lifestyles
- A happy heart is the secret to healthy living
- Longevity includes holistic wellness of both body and mind
- Graph 6: purchase motivation for healthy food and/or drinks, 2024
- Graph 7: most important motivators for a healthy lifestyle, 2025
- Growing market for products promoting emotional health as part of long-term wellness
- Striking an emotional chord resonates well with Thai consumers
- The future of wellness lies in AI-driven cellular health personalisation
- Making longevity accessible with AI-powered wellness solutions
- Offer personalised longevity supplements from epigenetic testing results
- Personalised offerings will depend on AI
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Lifestyle aspirations focus on having a comfortable, peaceful life
- Understanding diverse generational outlook on longevity
- Older Millennials need support optimising their diets for longevity
- Graph 8: satisfaction with current diet in pursuit of a long, healthy life, by consumers who currently follow a balanced and nutritious diet, 2025
- Troubling signs of ageing reveal consumer prioritisation of health over beauty in longevity wellness
- Graph 9: troubling signs of ageing, 2025
- Overview of generational differences in troubling signs of ageing
- Generation Z outlook on longevity
- Gen Z turns to ‘Sweet Healing’ for emotional stress relief over functional solutions
- Graph 10: actions currently taken to cope with stress, by generation, 2025
- Support energy renewal in a tasty and affordable format
- Younger Millennials’ outlook on longevity
- Provide Younger Millennials targeted offerings with beauty benefits
- Graph 11: statements about longevity, by generation, 2025
- Empower Younger Millennials to slow ageing
- Be committed to longevity like Jung+ ‘build your kit’ Total Longevity System
- Older Millennials’ outlook on longevity
- Be the first health hero to combat the signs of ageing
- Graph 12: troubling signs of ageing, 2025
- Promote metabolic resilience awareness in older millennials
- Demystifying signs of ageing: ageing symptoms may affect younger generations more than we realise
- Graph 13: troubling signs of ageing, 2025
- Provide a long-term plan for cellular longevity for Older Millennials
- Generation X’s outlook on longevity
- Dial up the importance of vision care, with a focus on lasting impact
- Vitamin A is losing relevancy to lutein, zeaxanthin and astaxanthin
- Graph 14: food, drink and VMS launches containing eye health claim, by ingredient, 2020-25
- Communicate around excessive screen time and maintaining macular pigment density
- Lead with purposeful nutrition for longevity
- Overview of consumers nutrition management goals for a long and healthy life
- Reignite fibre as the essential nutrient for longevity
- Graph 15: plan to increase fibre intake over the next five years to ensure a long and healthy life, by gender, 2025
- Enhance fibre’s relevance in indulgence-focused options and reignite its presence in core categories
- Graph 16: share of high/added fibre claim-containing food, drink and VMS launches, by category, 2020-25
- Guide consumers on smart and scheduled ‘fibremaxxing’
- Different types of fibre, different health benefits
- Tailor prebiotic fibre blends to match each consumer’s unique microbiome
- Use synbiotic blends and innovative elements to position fibre as essential for whole-health wellness
- Gen Zers seek greater variety of protein sources than Gen Xers
- Graph 17: plans for protein intake adjustments over the next five years for a long, healthy life, by generation, 2025
- Attract older consumers with hybrid blends of animal and plant-based products
- Sugar is perceived to be the enemy of a long and healthy life
- Graph 18: plans to decrease certain nutrients over the next five years for a long, healthy life, 2025
- Mitigate the impact of blood sugar spikes/poor diet on skin longevity
- Focus on educating consumers on why unsaturated fats are the healthier choice
- Graph 19: plans for diet adjustments over the next five years for a long, healthy life, 2025
- Public communication still currently emphasises awareness of saturated fats
- Emphasise the use and diverse sources of unsaturated fats in both healthy and indulgent categories
- Research highlight: discover the power of fatty acids at the cellular level
- Nutritional value and naturalness are key to vitality in opposition to processed foods
- A recent surge in online discussion around ultra-processed foods
- Help consumers understand the processed hierarchy
- Processed foods are closely linked to cognitive decline and poor gut health
- Graph 20: attitudes towards effects of various foods on the body, by consumers with different diet plans relating to processed foods, 2025
- Improve the perceptions of ultra-processed foods through labelling, positive processing and highlighting natural qualities
- Use ‘how it works’ content to take naturalism to another level
- Unlock the power of nutrient-rich superfoods as nature’s key to longevity
- Elevate superfoods as a natural longevity elixir
- Graph 21: regular incorporation of superfoods into diet to support a long and healthy life, by generation, 2025
- Superfoods represent the upcoming brain hero in the pursuit of longevity
- Graph 22: superfoods that consumers are interested in to promote healthy longevity, 2025
- Aquatic and indulgence-led ingredients may be leading the next generation of superfoods
- Graph 23: superfoods consumers are interested in trying for longevity, by generation, 2025
- Nutrient-dense ingredients can be integrated into indulging formats, resonating with the lifestyle of the younger generation
- Explore natural, functional alternatives to matcha
- Engage Gen Xers with moringa
- Graph 24: superfoods consumers are interested in trying for longevity, by generation, 2025
- Highlight Moringa as the nutrient-rich star ingredient
- The ultimate superfood blend for the masses requires avocados
- Harness the power of nutrient-dense avocados to boost vitality
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APPENDIX
- Report definition
- Consumer research methodology
- TURF analysis
- Social data research methodology
- Generations
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