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.
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.
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
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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