This Report examines the market for functional food and drinks in the Thai market. Functional food and drinks can be described as below.
Functional food and drinks: Functional food and drinks are whole, fortified, enriched or enhanced food/drinks that provide health benefits beyond the provision of essential nutrients (eg vitamins and minerals), when they are consumed at efficacious levels as part of a varied diet on a regular basis.
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EXECUTIVE SUMMARY
- What you need to know
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MARKET LANDSCAPE
- Functional food and drink market shows distinct trends across regions
- Graph 1: functional food and drink launches, by sub-category, 2020-25
- Wellness priorities are shifting with generational preferences
- Health benefit landscape in functional food and drinks
- Graph 2: health benefit landscape in functional food and drinks, 2025
- Health benefit landscape in functional food and drinks
- Health benefit landscape matrix
- Poor taste and sugar content are primary barriers to more-frequent consumption of functional drinks
- Graph 3: factors discouraging consumption of functional drinks, 2025
- Health-focused younger Millennials and Gen Xers are the primary targets of functional food and drinks
- Graph 4: frequent users of functional food and drinks, 2025
- Functional Food and Drinks – Thai consumer – 2025
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STAND OUT WITH FUNCTIONAL PRODUCTS DESIGNED WITH PURPOSE
- Now: packaged functional foods and beverages must regain their superiority over freshly-made alternatives
- Graph 5: consumers who strongly agree to the statement ‘Freshly-made functional drinks (eg freshly prepared juice with added protein powder) feel superior to packaged ones’, by gender and age, 2025
- Now: recreate the freshly-made element to stay competitive in the freshness market
- Now: keep formulations simple, informant and transparent
- Graph 6: consumers who strongly agree to the statement ‘Too many ingredients in functional food and drinks make me worry about hidden chemicals and additives’, by demographic profile, 2025
- Now: sharply emphasise the key ingredients and avoid overnutrition
- Now: simple renovation lies in simplified packaging
- Next: provide functional food and drinks with innovative, enjoyable concepts and formats
- Next: superfoods like Wolffia can help functional products outshine fresh options
- Next: win the market by combining relaxation benefits with brain or eye health
- Graph 7: functional drink’s health benefit combinations consumers are interested in trying, 2025
- Next: purposeful products pairing calming effects with vision-boosting or brain-enhancing benefits
- Next: position products as fuel for the brain
- Graph 8: combination of health benefits in functional drinks consumers are interested in trying, 2025
- Next: redefine functional solutions for Gen Z by harnessing cognitive benefits
- Future: detoxifying ingredients will lead the next wave of functional food and drinks
- Future: enable more functional options tailored for at-home consumption
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HYDRATION ENTERS A LIFESTYLE-DRIVEN FRONTIER
- Now: hydration is an integral part of a healthy lifestyle
- Now: enhanced hydration is reshaping bottled water with added electrolytes, vitamins and minerals
- Next: tap into the white space of polarised electrolyte market
- Next: drive ‘daily hydration’ trend with optimised nutrient formulation
- Graph 9: nutrition profile analysis of sports drink* vs Thai FDA nutrient limits for various claims, 2020-25
- Thai FDA regulations for sugar, calories and sodium claim
- Next: harness natural and clean sources of electrolytes to elevate and counter artificial images of sports and energy drinks
- Next: reinforce positive hydration to nurture both body and mind
- Next: empower consumers to achieve inner and outer beauty through hydration
- Next: offer products to embrace a specific lifestyle or need-states for ‘daily hydration’
- Next: dial up juices as a wholesome source of natural electrolytes
- Graph 10: types of non-alcoholic beverages consumed for refreshment or rehydration, 2024
- Future: hydration and health supplement will merge to cater layered wellness rituals
- Future: stacked wellness tailored to meet individual health needs
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HORMONAL REGULATION IS A GROWING NICHE MARKET
- Now: hormonal health is an untapped opportunity
- Graph 11: hormonal regulation functional food and drinks taken in the past six months and/or interest to try in the future, by age and gender, 2025
- Now: sleep and mood are gateway symptoms to hormonal understanding
- Graph 12: top five experienced symptoms perceived to be related with hormonal imbalance, 2025
- Now: provide solutions to women’s pain points related to perceived hormonal issues
- Next: the market calls for lifestage-specific products for women
- Graph 13: women experiencing menstrual irregularities, bye age, 2025
- Next: expanding purposeful product offerings to address women’s health needs
- Next: expand sexual health functional food and drinks to all generations of men
- Graph 14: perceived experienced symptoms cause by hormonal imbalance, 2025
- Future: functional aphrodisiacs will become gender inclusive, catering to both men and women
- Future: home-testing kits will influence consumers to swiftly adjust their lifestyle around hormone levels
- Future: functional food and drinks will offer products tailored to different menstrual phases
- Key takeaways
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APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
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