Within the next decade, Thailand will become a super-aged society. This shift is driving a focus on senior-oriented products and a commitment to healthy ageing, which are increasingly influencing Thais’ food & drink choices.
Awareness of eye and sleep health is rising, prompting brands to address this health issue. In alignment with Mintel’s 2025 Food & Drink Trend Fundamentally Nutritious, consumers are redefining how they perceive basic nutrition.
Emergence of new physical hobbies and health-consciousness have influenced Thaisto place greater importance on protein and nutritional content, even at a premium. A key focus lies in understanding the unique priorities of each generation, which play a significant role in shaping demand for specialised food & drink.
This report provides valuable insights into the primary buyers within the category, and offers strategies for effectively targeting them. It highlights emerging demographic-specific needs in Thailand’s specialised nutrition sector, delivering essential information for navigating this evolving market.
This report looks at the following areas:
- Understand people’s varying needs and preferences based on their unhealthy behaviours
- Identify consumers’ specific health issues and concerns
- Identify demographics and buying patterns
- Determine the key factors brands should prioritise in innovation
- Analyse consumer behaviour and attitudes towards specialised nutrition food & drink products
Protein equity drives meal replacements’ value and competitive advantage, while key health opportunities across categories lie in eye and sleep health.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report covers products that are formulated for people with very specific or medical nutritional needs. It mainly includes packaged meal replacement drinks and protein supplements that are offered in the Thai market in powder and ready-to-drink beverages (e.g. whey protein powder, meal replacement shake), but also mentions functional drinks and foods for special medical purposes, sports and energy drinks, energy/snack bars, and supplements that support special diets.
This report does not cover baby and infant powder formulas.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The five-year outlook for specialised nutrition in Thailand
- Shifting demographics place greater emphasis on the importance of fundamental nutrition
- Connect with the primary gatekeepers of meal replacement drinks — women aged 35+
- Champion meal replacements for what they are, not for what they are not
- Graph 1: nutrition-related features in meal replacements or protein shakes that encourage consumers to choose one product over another, 2024
- Address urban-led health issues with targeted solutions
- Graph 2: current health issues, by generation, 2024
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KEY TRENDS
- What you need to know
- Urban lifestyles are reshaping Thais’ fundamental nutritional needs
- Health-consciousness drives nutrition and health functionality as strong indicators of value
- Graph 3: product preference, by product category, 2023
- Mintel’s 2025 Global Food & Drink Trend: Fundamentally Nutritious
- Fruits and vegetables are prioritised in shopping repertoires
- Graph 4: important factors when shopping for food*, 2024
- Excessive screen time associated with modern lifestyles affects eye health
- APAC’s food & drink brands lead the way in encouraging eye health awareness
- Graph 5: share of food, drink and supplement launches that include an eye health claim, by region, 2021-24
- Triple trouble: eye strain is accompanied by head and back pain
- Redefining value with protein equity
- Protein-rich meal replacements dominate specialised nutrition
- Graph 6: launches of food & drink for specialised nutrition, 2021-24
- Graph 7: nutritional & meal replacement drink launches, by format, 2021-24
- Consumer demand for protein is driving protein equity to new heights
- Graph 8: average protein (g per 100g/ml) in nutritional and meal replacement drinks, 2021-24
- Emergence of plant proteins drives a wide range of protein shake options on shelves
- Familiar flavours from cross-category brands encourage out-of-occasion consumption of protein drinks
- Thai consumers are embracing healthy ageing
- Mintel’s 2024 Global Food & Drink Trend: Age Reframed
- Thai consumers are embracing ageing
- Gap persists for senior-targeted products
- Graph 9: food & drink launches with a senior claim, 2019-24
- Graph 10: food & drink launches with a senior claim, by sub-category, 2019-24
- Senior nutrition launches are limited to powder format
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- A spotlight on meal replacement and protein shake products
- The gatekeepers
- Women aged 35+ are the gatekeepers of meal replacement drinks
- Graph 11: purchase of meal replacement drinks, by buyer type, 2024
- Highlight the connection between meal replacement drinks and women aged 35+ balancing caregiving and self-care roles
- Utilise Livestreaming platforms to engage Millennial women
- International social media content also reaches gatekeepers
- Graph 12: frequent viewers* of international social media content, by age and gender^, 2024
- Use clear scientific evidence over influencer-based claims to reinforce brand credibility among gatekeepers
- Graph 13: top appealing features of health benefits in functional food & drink, by age and gender, 2024
- Market with healthcare professionals to increase brand credibility
- Natural claims strongly appeal to Thai meal replacement drink gatekeepers
- Graph 14: attitudes towards all-natural ingredients, by age and gender, 2024
- Formulate with plant-based and herbal ingredients to drive natural appeal
- Graph 15: specialised nutrition launches with natural claims, 2021-24
- Dial up naturalness with plant-based ingredients
- Assist 35+ women address their senior family members’ critical health challenges
- Graph 16: health concerns among seniors, 2023
- Meal replacement innovation addresses senior health issues
- Drive competitiveness of meal replacements
- High protein content drives premium value in meal replacement drinks and protein shakes
- Graph 17: nutrition-related features in meal replacements or protein shakes that encourage consumers to choose one product over another, 2024
- Prioritise protein content in product communication over amino acids
- Graph 18: nutrition-related features considered when choosing between meal replacement/protein shake products, 2024
- The protein war: brands compete as high-protein products use bold content claims to dominate shelves
- Stand out on crowded shelves with superior protein options
- Develop meal replacements with flavours that replicate familiar dishes to reduce consumer hesitation
- Champion meal replacements for what they are, not what they are not
- Target meal replacements for specific occasions
- Drive convenience with meal replacement drinks in RTDs
- Offer a balanced replacement to fresh meals
- Personalise offerings for different nutrition goals
- Tailor to workout phases, intensity and hydration levels
- Navigating nutritional needs for different generations
- Screen fatigue and sleepless nights plague Thai consumers, highlighting opportunities for specialised nutrition brands
- Graph 19: current unhealthy living habits, 2024
- Shifting urban lifestyles are reshaping wellness priorities, with eye health emerging as a top concern
- Graph 20: current health issues, 2024
- Couple eye and sleep benefits to address urban health concerns
- Older = wiser: Gen Xers claim to have fewer unhealthy living habits than younger generations
- Graph 21: number of current unhealthy living habits, by generation, 2024
- Gen Zs struggle with irregular eating patterns
- Graph 22: current health issues, by generation, 2024
- Graph 23: current unhealthy living habits, by generation, 2024
- Focus on convenient satiety to tackle irregular meal schedules
- Customise product messaging for Gen Z with a focus on mental wellness
- An innovative sports drink infused with nootropics and adaptogens to fuel Gen Zs’ mind and body
- Younger Millennials struggle with irregular sleeping habits and fatigue
- Graph 24: current health issues, by generation, 2024
- Graph 25: current unhealthy living habits, by generation, 2024
- Provide Younger Millennials with products designed to improve sleep quality and reduce chronic fatigue
- Promote relaxation and rebalance with natural adaptogens
- Tailor weight management solutions for Older Millennial women
- Graph 26: current health issues, by generation, 2024
- Innovate weight management offerings cater to Millennial women
- Incorporate sleep health into weight management offerings to address a key mass-market health concern
- Empower Gen Xers to embrace nutrition-oriented healthy ageing
- Graph 27: current unhealthy living habits, by generation, 2024
- Graph 28: current health issues, by generation, 2024
- Tailor to different lifestyles of 50+ consumers
- Position products for longevity and healthy ageing, supporting different areas of health
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APPENDIX
- Report definition
- Consumer research methodology
- Repertoire analysis
- Social data research methodology
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