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.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
-
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
-
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
-
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
-
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
-
APPENDIX
- Report definition
- Consumer research methodology
- Social data research methodology
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
$ 2,995 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
