Thailand’s ingestible beauty market is expanding, becoming highly competitive, driven by consumer demand for holistic wellness solutions and innovative product formats. Millennials are at the forefront, driving growing demand for beauty supplements, while other generations reveal diverse opportunities.
This Report explores Thailand’s evolving ingestible beauty landscape, with a focus on how beauty products are integrated into daily routines through innovative formats like carbonated drinks and snacks. It examines consumer attitudes, particularly among Gen Zs, who prefer beauty solutions that resemble everyday consumables, thus enhancing their perceived sense of safety and familiarity.
This report looks at the following areas:
- Thai consumer behaviour around holistic beauty, including beauty supplements
- Concerns about beauty supplements’ use
- Interest in beauty supplement formats
- Attitudes towards beauty supplements
- Opportunities in beauty supplements, and overlap between food, drink and beauty
Focus on convenience, effectiveness and consumption experience to integrate ingestible beauty into users' daily routines. This will boost adoption and keep brands competitive.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for ingestible beauty in Thailand
- Ingestible beauty is expanding beyond traditional VMS, focusing on long-term beauty goals and longevity
- Graph 1: consumption of beauty supplements, by generation, 2023-25
- Integrate beauty supplements into daily life to encourage use and remain relevant
- Balance efficiency and enjoyment in consumption
- Graph 2: consumers’ strong agreement with attitudinal statements, 2025
- Reassure Gen Zs with safe beauty products in familiar food formats
- Graph 3: beauty supplement formats of interest, Gen Zs vs total consumers, 2025
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Overview of Thailand and global beauty supplement markets
- Overview of ingestible beauty’s evolution
- North APAC takes centre stage in advancing beauty supplement innovation
- Interest in innovative ingestible beauty formats and new consumption experiences is on the rise
- Millennials are driving the rise in beauty supplements, while other generations require tailored strategies to stay relevant
- Graph 4: consumption of beauty supplements, by generation, 2023-25
- Regulatory oversight drives silent growth
- Longevity is a new space for beauty and wellness
- Supplements supporting longevity for both health and beauty are trending globally
- Thai consumers prioritise prevention and a worry-free lifestyle
- Graph 5: motivations to live a healthy lifestyle, 2025
- Wellness clinics emerge as the next phase of aesthetic care in Thailand
- Case study: Shiseido moves into the holistic beauty and wellness space
- Look to dietary supplements for longevity inspiration
- Consider on-trend ‘fountain of youth’ ingredients NAD+ and NMN
- Ingestible beauty is now expanding to the food and drink category
- New dietary supplement formats spark hope for category growth
- Graph 6: share of vitamin and supplement launches in other* format type, 2022-25
- Non-traditional dietary supplement formats spark hope for category growth
- The rise of beauty nutrition as a skincare alternative opens new opportunities to innovate in the ingestible beauty space
- Empower consumers to achieve inner and outer beauty through hydration
- Functional beverages enter the ‘slow-ageing’ space
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WHAT CONSUMERS WANT AND WHY
- What you need to know
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EVOLVE INGESTIBLE BEAUTY SOLUTIONS TOWARDS LIFESTYLE-BASED HOLISTIC WELLNESS
- Consumers don’t just aim to look better but also feel healthier overall
- Graph 7: activities seen to promote holistic beauty, 2024-25
- Who are the Holistic Beauty VMS Users?
- Synchronising health and beauty benefits for holistic wellness goals
- Graph 8: consumers who strongly agree with attitudinal statements, total consumers vs Holistic Beauty VMS Users, 2025
- Provide a long-term plan for cellular longevity
- Integrate anti-ageing benefits as part of health and beauty promotion
- Capitalise on inner beauty to align with holistic beauty
- Exploring lifestyle-based targeting opportunities for Holistic Beauty VMS Users
- Enhance skincare routines by targeting skin conditions through the gut
- Bridging skincare and ingestible beauty products in the enhanced beauty routine
- Use ingredient language to speak to skincare-savvy consumers
- Complement exercise routines with beauty VMS that boost workouts and radiance
- Position beauty offerings as part of the mind-body wellness journey
- Establish a routine for continuous consumption and effective results
- Future: prepare for the future of hyper-personalisation with upcoming health and AI technology
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DELIVER A PLEASANT CONSUMER EXPERIENCE WHILE MAINTAINING HIGH EFFICACY
- Experiential benefits shape Holistic Beauty VMS Users’ preferences
- Graph 9: consumers’ strong agreement with attitudinal statements, 2025
- Consumers want convenience, efficacy and great taste
- Graph 10: beauty supplement formats of interest, 2025
- Graph 11: beauty supplement formats used, 2024
- Carbonated soft drinks are an emerging beverage category entering the beauty space
- Balance novelty and familiarity in beauty-focused CSDs
- Graph 12: flavour landscape for carbonated soft drinks, 2025
- Despite gaining traction, consumers still need more reassurance around RTDs’ efficacy
- Despite gaining high traction, consumers still need more reassurance around RTDs’ efficacy
- Combine RTD and tablet supplements to enhance efficacy and excite taste buds
- Build trust in experiential beauty supplement formats’ efficacy
- Capitalise on liquid formats’ high absorption rate
- Future: focus on enhancing the consumer experience to drive engagement
- CSDs hold an express ticket to the beauty space, says Mintel’s Food & Drink expert
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ADOPT FOOD & DRINK FORMATS TO ENGAGE SCEPTICAL GEN ZS
- Gen Zs represent both the biggest opportunity and the hardest engagement challenge in the supplement market
- Graph 13: consumption of supplements and beauty food and drink 2-3 times a day, Gen Zs vs total, 2025
- Despite Gen Zs’ interest in beauty food and drink, they struggle to link healthy diets with long-term beauty goals
- Graph 14: consumers who eat a healthy diet to promote holistic beauty, by generation, 2025
- Dispel scepticism by comparing nutrients to real-food nutritional information
- Chewy beauty supplement formats can drive consumption appeal for Gen Zs
- Graph 15: beauty supplement formats of interest, Gen Zs vs total, 2025
- Gen Zs desire convenient, functional snacks, opening the door for collaboration between snack and beauty brands
- Graph 16: 18-34s’ snacking preferences, by occasion, 2025
- Innovate functional beauty snacks to pique Gen Zs’ interest
- Innovate with local beauty-boosting ingredients and flavours in beauty snacks for Gen Zs
- Capitalise on beauty-related ingredients in snacks
- Edible skincare innovation appeals to health- and beauty-conscious Gen Zs
- Offer diverse food and drink formats to increase occasions and engage daily consumption
- Incorporate ingestible beauty into recipes
- Future: genetic engineering unlocks the potential of beauty-enhancing fresh produce
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APPENDIX
- Consumer research methodology
- Generations
- Abbreviations
- TURF analysis
- Repertoire analysis
- Index calculation
- Social data research methodology
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