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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Thais link diet and appearance; capture growth with ingestible beauty
- Graph 1: activities seen to promote holistic beauty, 2024-26
- Older consumers power demand with stronger belief, usage, and reliance on supplements
- Holistic benefits and value drive supplement choices
- Traditional formats drive trust, while new formats tap into lifestyle aspirations
- Graph 2: drink, vitamin & dietary supplement launches with a beauty-enhancing claim, by format, 2021-26
- Skincare brands extend into supplements to build ‘inside-out’ beauty systems
- Mintel Reports trace a clear shift in the ingestible beauty market
- The outlook for the Thai ingestible beauty market
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PROOF-LED BEAUTY: FROM CLAIMS TO VERIFIABLE OUTCOMES
- Evidence overtakes branding in choice
- Graph 3: beauty supplement purchase factors, 2026
- Despite high ingredient awareness, transparency remains key to building trust
- Graph 4: agreement that transparent information around products is essential when choosing beauty supplements, by ages, 2026
- Now: win trust and drive conversions with verified proof – not claims
- Pair science with influencer trust to convert Gen Z’s growing interest into sales
- Graph 5: beauty supplement purchase factors, by age, 2026
- Now: use trusted voices to make science relatable for Gen Zs
- Win consumers by delivering benefits at the speed they expect
- Graph 6: expected time-to-results across key beauty supplement benefits, 2026
- Next: link scientific evidence to clear benefit timelines
- Next: design products around phased results to match consumer needs
- Future: build trackable, personalised proof of results to ensure desired outcomes
- Future: build evidence-driven, trackable beauty programs
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SEAMLESS ROUTINES: EMBEDDING SUPPLEMENTS INTO DAILY LIFE
- Adoption depends on convenient habit integration, not just experience priority
- Graph 7: beauty supplement purchase factors, 2026
- Now: create effortless routines to encourage supplement use
- Now: convenience works, but routine-fit can remove behavioural barriers
- Graph 8: beauty drinks and VMS launches with a convenience claim, by format, 2021-26
- Now: design formats that fit real daily behaviours for Effortless Integrators
- Case study: Lemme positions ingestible beauty as a daily ritual to drive lifestyle integration
- Now: boost relevance by placing supplements in real, lifestyle-based activation
- Next: blend ingestible beauty into daily diets for men aged 35+
- Graph 9: consumer interest in formats that can be easily mixed into users’ favourite drinks or meals, by gender and age, 2026
- Next: blend beauty supplements into everyday food & drink
- Next: brew beauty into daily coffee habits
- Case study: Vapsula capsules make it easier to implement VMS into daily routines
- Next: integrate ingestible beauty into everyday drink habits to drive adoption among young men
- Future: use AI to deliver personalised beauty nutrition in convenient formats
- Future: transform individual biology into seamless daily beauty nutrition
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LONGEVITY-DRIVEN BEAUTY: BUILDING TRUST IN EMERGING ACTIVES
- Thai consumers link holistic health benefits to visible beauty outcomes
- Graph 10: top expected benefits from active health management through ingestibles, by age, 2026
- Ageing drives demand for beauty solutions, but priorities differ by gender
- Graph 11: goals when purchasing skincare or beauty products, by gender and age, 2026
- Ageing concerns split across internal and external drivers
- Graph 12: factors associated with ageing skin among over-35s, by gender, 2026
- Now: position ingestibles as a protective beauty solution to target men aged 35+
- Now: target visible ageing while building resilience for women over 35
- Now: tailor beauty to evolving life stages
- Next: build trust and awareness around longevity ingredients
- Graph 13: associated attributes of select beauty supplement ingredients, 2026
- Innovation rises, but trust in longevity ingredients is still lacking
- Graph 14: beauty drink, vitamins & dietary supplement launches, by selected ingredients, 2021-26
- Next: bridge innovation and trust in longevity actives
- Future: design modular systems for adaptive longevity
- Future: work alongside apps to support personalised longevity journeys
- Key takeaways
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APPENDIX
- Report definition
- Abbreviations
- Generations
- Consumer research methodology
- TURF analysis
- Social data research methodology
This report looks at the following areas:
- Consumer approaches to holistic beauty and wellness
- Desired benefits and expectations from beauty products
- Key factors influencing Thais’ choice of beauty supplements
- Consumer perceptions around the ingredients in beauty supplements
- General consumer attitudes toward beauty supplements
Ingestible beauty is transforming from a 'nice-to-have' to a daily habit, wherein proof, effortless integration and longevity define sustained consumer adoption.
Dollaya Buaoui, Research Analyst – Beauty and Personal Care, Thailand
Market Definitions
This Report covers ingestible beauty products, which refer to products with beauty enhancing benefits, including skin and hair beauty improvement, slimming, etc. This will include vitamins and supplements in various formats that contain beauty-enhancing claims or ingredients, as well as vitamin drinks and snack formats.
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