In 2022, a significant rise in daily consumption of vitamins, minerals and supplements (VMS) was noted, likely driven by increased health consciousness after the COVID-19 pandemic. However, from 2023 to 2024, consumption has returned to pre-pandemic levels, with the category now plateauing in occasional use. For the VMS market’s long-term sustainability, brands must encourage daily consumption habits among consumers.
Capsules have become the preferred VMS format due to their convenience, though each format has unique pros and cons. Consumers are concerned about product safety and efficacy, providing brands with the opportunity to strengthen their positioning and consumer confidence.
Moreover, consumer views on VMS ingredients vary widely. Vitamin C, B vitamins, and calcium are already well-recognised for their health benefits. Brands have the opportunity to educate the market about lesser-known ingredients and expand the health associations of common components.
This report highlights current market dynamics and consumer behaviours, pinpointing opportunities for brand differentiation and growth. Understanding these insights will help brands develop strategies that sustain and expand their market presence, ensuring they lead in industry innovation and consumer trust.
This report looks at the following areas:
- Consumption frequency of vitamins, minerals and supplements
- Penetration of different vitamin, mineral and supplement formats
- Association of vitamin, mineral and supplement formats with different attributes
- Willingness to pay more for ingredients in vitamins, minerals and supplements
- Association of vitamin, mineral and supplement ingredients with health benefits
Encourage Gen Z to adopt preventive VMS use, drive a 360-degree approach to weight management, bridge VMS credibility and palatability across product formats, and establish distinct ingredient identities.
Rashmika Khanijou, Senior Analyst
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executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook for vitamins, minerals and supplements in Thailand
- Thai consumers are embracing 'ageing', driving preventive care
- While Generation X embraces VMS for longevity, the concern is whether Generation Z will reach the market
- VMS will grow as a solution for weight management in the Thai market
- Connect credibility and palatability in VMS formats
- Develop distinctive identities for VMS ingredients to boost value
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key trends
- What you need to know
- Embracing healthy ageing
- Mintel's 2024 Global Food and Drink Trend: Age Reframed
- Thai consumers are embracing ageing, driving preventive care
- Social media conversations around 'healthy ageing' peaked in the past year in Thailand
- Claims that support healthy ageing are emerging in the Thai VMS category
- Graph 1: share of product launches in vitamins, minerals and supplements category, by functional claims, 2021-24
- Global VMS brands are tapping into healthy ageing trends with pro-longevity formulations
- Over the limit: weight management will be essential under the pursuit of healthy ageing
- Graph 2: weight status of consumers aged 19-59, 2020-23
- Era of modernisation and fast-paced living
- Modernised VMS can integrate health and nutrition into consumers' daily routines and lifestyles
- VMS brands in Thailand are scrambling to showcase convenience in innovations with 'ease of use' claims
- Graph 3: share of product launches in the VMS category, by ease of use claims, 2021-24
- Mainstream global food and supplement brands are forging ahead with modern, convenience-led formats
- Global brands are tapping into the inconvenience presented by 'too many pills'
- Novel formats are on the rise as brands look to enhance palatability, efficiency and efficacy to meet the demands of modern lifestyles
- Scrutiny on processing and demand for sustainable innovations
- Processing will factor into food and drink decisions
- Along with health and finances, climate change is becoming a prominent worry among Thai consumers
- Graph 4: biggest concerns in the past six months, 2023
- Recent plant-based innovations and studies highlight advances in sustainable VMS
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what consumers want and why
- What you need to know
- VMS holds a consistent yet occasional relevance; the post-pandemic spike in daily usage did not persist
- Graph 5: consumption frequency of vitamins, minerals and supplements, 2021-24
- Who are the daily VMS users?
- Graph 6: daily consumers of VMS, by generation, area and financial situation, 2024
- Opportunity to transition occasional Gen Z users into daily users
- Graph 7: consumption frequency of VMS, by age, 2024
- VMS for longevity: encourage Gen Z to adopt VMS for prevention
- Gen X embraces VMS for longevity, but the concern lies in the waning interest of Gen Z
- Graph 8: agreement with select statements, by generation, 2024
- Position products for longevity and healthy ageing, supporting different areas of health
- Close the gap between lifestyle risks and long-term health impacts
- Graph 9: current living habits, 2024
- Begin with eye care: it's important for Gen Z to understand that not having screen-time-related symptoms at present doesn't mean they can't arise in the future
- Position VMS as a supportive measure in Gen Zs' highly screen-based lifestyles: for binge watching
- Educate consumers on the importance of protecting their eyes against blue light
- Gen Z's frequent late-night habits: educate them on the costs of poor sleep quality
- Graph 10: staying up late (after midnight) more than twice a week as a current lifestyle habit, by generation, 2024
- Capture Gen Z's functional food market: link sleep quality with beauty to boost the appeal of preventive VMS for Gen Z women
- Graph 11: consumers selecting 'have taken and will taken again' in relation to functional food/drinks with beauty-enhancing benefits, by age and gender, 2024
- Promote beauty enhancement through sleep and stress support
- Irregular meal times and digestive issues in Gen Z
- Graph 12: consumers selecting 'digestive problems' as a current health issue, by gender and age, 2024
- Graph 13: consumers selecting 'irregular meal times' as a current lifestyle habit, by generation, 2024
- Despite understanding the importance of regular meal times for gut health, Gen Zs still neglect timely eating – VMS can change this
- Educate Gen Z on other health implications that come from irregular meal times
- Offer easy-to-consume drink mixtures that efficiently fill nutritional gaps resulting from irregular meal timings
- Empower stress-prone Gen Zs to achieve lasting mental wellness
- Graph 14: consumers selecting 'overthinking (eg worrying about work/family)' as a current lifestyle habit, by generation, 2024
- VMS brands can highlight the association between stress and hair loss to encourage preventive consumption among Gen Z
- Graph 15: factors associated with beauty issues, 2024
- Draw a connection between stress relief and hair health support
- Position indulgence as a tool for managing everyday stress and anxiety
- Increasing dehydration among Gen Z: strategies for sustaining long-term fluid balance
- Graph 16: consumers selecting 'drinking less than eight glasses of water per day' as a current lifestyle habit, by generation, 2024
- Innovate with fun formats and flavours with natural sources of electrolytes to combat Thailand's hot weather
- VMS for weight management: a 360-degree approach
- VMS will grow as a solution for weight management in the Thai market
- Graph 17: consumption behaviours relating to VMS for weight management, 2024
- Empower women: Thai women are set to further embrace VMS for weight management
- Graph 18: consumption of VMS for weight management, by gender, 2024
- Preventive vs psychological: understand women's distinct motivations for weight management
- Preventive health focus: tackle weight issues in women aged 35-44
- Graph 19: consumers selecting being 'overweight' as a current health issue, 2024
- Take a gut-centric approach to effective weight management
- Graph 20: consumers who believe themselves to be overweight agreeing that a good gut can help weight management, 2024
- VMS products with high/added fibre content are gaining traction in the Thai market, yet availability remains limited
- Graph 21: share of product launches in the VMS category, by high/added fibre claims, 2021-24
- Beyond calories: expanding on dietary fibres will add a new dimension to weight control
- Innovate with 'biotics' to support GLP-1 use for a gut-centric approach to weight management
- Bridge credibility and palatability in VMS formats
- Capsules take the lead in penetration of VMS formats
- Graph 22: penetration of vitamins, minerals and/or dietary supplements formats in the last 12 months, 2024
- Penetration reflects availability
- Graph 23: share of product launches in the VMS category, by format, 2021-24
- Unique associations with different VMS formats
- Capsules are most consumed among Gen Xs, who value convenience in VMS usage
- Graph 24: consumers selecting 'I prefer VMS that are easy to consume each time (eg exact dosage, amount for one consumption), by generation, 2024
- Graph 25: consumption of VMS in capsule format in the last 12 months, by generation, 2024
- Capsules and tablets reign supreme for their long shelf life, yet require improvement in nutrient absorption
- Capsules can tackle bioavailability challenges
- The market paradox: liquids lead in absorbability, but lag in penetration
- Single-serve sachets for enhanced convenience with liposomal delivery technology
- Credibility crisis: no VMS formats stand out on safety and efficacy
- Build credibility of VMS formats through expert validation and transparency
- Graph 26: features that would convince consumers of health benefits promised by functional food and/or drink brands, 2024
- Push transparency of ingredients and production
- Be transparent with all-round information on ingredients and sourcing
- Ensure traceability of ingredients
- Powder formats lack unique distinction: opportunities to enhance customisation and enjoyment in food and drink applications
- Allow for customisation and enjoyment for various meal options via versatile powder mixes
- Fun formats could be in trouble; they are falling short in both enjoyment and functionality
- Increase the enjoyment and functionality of fun formats by exclusively tailoring them to lifestyle activities
- Develop distinctive identities for VMS ingredients to boost value
- Familiarity breeds affinity: Thais most highly value vitamin C, calcium and B vitamins in VMS
- Graph 27: willingness to pay more for ingredients in VMS, 2024
- The classics: vitamin C, B vitamins and calcium drive value with clear identities, while other ingredients lag behind
- The key opportunities for ingredient innovation in VMS
- Ingredient watch: leverage trending ingredients in the global market for new wellness priorities in Thailand
- Too many nutrients claim to support immunity, meaning consumers don't know which ingredients to trust
- Unlock the potential of zinc: the untapped opportunity in the Thai market
- Leverage the trust in vitamin C to drive zinc's familiarity: a winning combination for new identities in the immunity space
- Closing the knowledge gap on magnesium's role in sleep and cognitive support
- Leverage the trust in B vitamins to drive magnesium's familiarity: a winning combination for new identities in the cognition space
- Combine magnesium with vitamin C to drive dual beauty-sleep benefits
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appendix
- Consumer research methodology
- Correspondence analysis
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