Thailand Sports Nutrition Market Report 2025
"Balance between athletic performance and active living, secure the core by powering up energy+ benefits and bring in new categories to own key workout moments."
Rashmika Khanijou, Senior Analyst
Key issues covered in this Report
- Consumer exercise habits and frequency
- Engagement in various sports activities, categorised by intensity levels
- Motivations driving consumers to exercise
- Key factors consumers consider when choosing food, drinks or supplements to support their exercise routines
- Levels of consumer interest in exercise-support products tailored for different activity occasions
- Benefits consumers aim to achieve from sports nutrition products
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- The Thai sports nutrition market is growing, indicating sustained interest and potential for long-term opportunities
- Graph 1: share of product launches in specialised nutrition, by category, 2020-25
- The future of sports nutrition in Thailand will need to focus on both fitness and lifestyle
- Exercise is used to fuel health, confidence and lifelong vitality
- Graph 2: motivations to engage in exercise activities, Fitness Enthusiasts vs Active Lifestylers, 2025
- Sports nutrition will benefit from including both Fitness Enthusiasts and Active Lifestylers in narratives
- Gender differences: to stay active, Thai men prefer ‘training’, while Thai women focus on ‘active living’
- Graph 3: Fitness Enthusiasts vs Active Lifestylers, by gender and age, 2025
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ALIGN PRODUCTS WITH THE FITNESS LANDSCAPE AND INTENSITY SPECTRUM
- Thais are embracing balanced fitness: accessible cardio remains popular, but interest in strength and hybrid workouts is rapidly growing
- Graph 4: types of sports participated in by Thais who exercise regularly or occasionally, 2025
- While Thais engage in diverse forms of exercise, the majority lean towards moderate-intensity activities
- Graph 5: the intensity spectrum across sports/activities in Thailand, 2025
- Now: support moderate exercise routines with energy and hydration for active lifestyles
- Now: educate on the importance of hydration for active lifestyles
- Now: empower women aged 18-34 who are shaping the landscape of wellness and lifestyle activities
- Graph 6: engagement in activities in ‘moderate intensity’ by women aged 18-34 vs total, 2025
- Now: target young women who exercise for wellness and balance
- Move beyond the mainstream to target the high-value Fitness Enthusiasts
- Graph 7: Fitness Enthusiasts vs Active Lifestylers, by financial situation, 2025
- Opportunity for targeted performance-driven products for Fitness Enthusiasts
- Graph 8: engagement in various sports/activities at high intensity levels among Fitness Enthusiasts vs Active Lifestylers, 2025
- Now: position in pickle ball and padel team sports, which are booming this year
- Next: leverage on the popularity of BCAAs to target Fitness Enthusiasts, using balanced ratios to match endurance needs
- Graph 9: share of product launches in performance nutrition, by ingredients, 2022-25
- Next: position BCAAs for endurance sports and educate on how they can benefit high-intensity engagements
- Now: target Gen Zs, who are high-intensity, multi-sport explorers
- Graph 10: repertoire of types of activities played at high intensity, by generation, 2025
- Now: introduce creatine to the market to answer Gen Z’s multi-layered needs
- Next: push personalised sports nutrition to meet the multi-faceted needs of Gen Z athletes
- Next: cater to the younger cohort of Gen Z with solutions for ‘junior athletes’
- Next: support young male gamers who are turning esports into a high-intensity performance arena
- Future: sports nutrition will become part of a broader performance and lifestyle stack
- Future: HYROX Power Elite Kit, a fitness and lifestyle stacking set
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DOUBLE DOWN ON ENERGY+ BENEFITS
- Energy fuels the foundational core of sports nutrition, while hydration will unlock the hidden potential
- Now: Thai sports nutrition brands need to reclaim the energy core
- Graph 11: share of product launches in ‘performance nutrition’, by top 10 functional claims, 2022-25
- Energy is being delivered in nutrients, but it is getting lost in narrative
- Graph 12: share of product launches in performance nutrition that contain energy claims, by select claims, 2022-24
- Now: turn stamina loss into an energy opportunity, positioning for healthy ageing
- Now: formulate for energy and daily stamina
- Now: position for energy replenishment with enhanced protein content
- Now: extend the protein × energy narrative into powering healthy ageing
- Next: formulate and position to reflect the gender-split, redefining energy combinations
- Next: energy and muscle support for men
- Next: blend energy and weight goals for women
- Next: power him and empower her
- Next: bridge the gut × energy gap, offering a new story in the energy positioning
- Graph 13: aspects of health that consumers believe would be affected by their gut health condition, 2025
- Next: push the gut × energy narrative through fermentation
- Future: optimise energy by targeting total metabolic health, extending support into sexual stamina
- Future: vitality gel targeting total metabolic health, MetaRoot Vitality Gel
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EXPAND CATEGORY POTENTIAL IN WORKOUT JOURNEYS
- Nutritional drinks and sports drinks are dominant in the sports nutrition landscape
- Graph 14: share of product launches in ‘performance nutrition’, by top 10 sub-categories, 2022-25
- Nutrient content and flavour will shape the competitiveness of sport nutrition products across categories
- New players are entering the sports nutrition space, competing in proteinisation and fortification
- Graph 15: share of product launches in ‘performance nutrition’ with vitamin fortification and high protein claims, by sub-categories, 2022-25
- Now: double down on nutrient-dense formulations for active living with the new wave of novel flavours
- Now: push proteinisation of sports drinks to maintain nutritional competitiveness
- Mapping consumer interest in products across the workout journey
- Next: unlock juice as an untapped sports nutrition format across the workout journey, leveraging hydration
- Next: position snacks as a pre-workout fuel for Gen Z men
- Next: elevate VMS as the bookends of performance for Fitness Enthusiasts
- Next: dairy and plant-based milk can serve parallel roles in the unclaimed recovery space
- Graph 16: interest for various products designed to support exercise routines on ‘rest/recovery days’, 2025
- Next: push high-protein dairy with functional sports nutrition ingredients, positioning for recovery
- Next: elevate plant-protein milk in sports nutrition with smarter nutrient storytelling
- Future: unlock cheese as a high-protein functional platform suitable to enter sports nutrition
- Future: cheese for athletic performance, ProCheese Power Bites
- Key takeways
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appendix
- Consumer research methodology
- Generations
- TURF analysis
- Repertoire analysis
- Social data research methodology
- Consumer research questions
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