Reigniting Thailand’s Functional Food and Drink Market with Cognitive Health Innovations

After peaking in 2022, functional food and drink innovation has slowed. This creates an opportunity to drive growth by focusing on emerging wellness trends, especially the growing demand for cognitive health support. 

As part of the healthy ageing movement, more Thais are looking to prevent cognitive decline. However, public understanding of how diet supports brain health remains limited. Urban stress is driving mental fatigue and memory concerns. While VMS leads the cognitive support market, functional food and drinks still face credibility challenges.

This webinar will explore how food and drink brands can gain relevance in the cognitive health space. Mintel analysts will discuss strategies to build trust, highlight premium innovations using next-gen brain-supporting ingredients, and identify occasion-based positioning to make cognitive health more accessible across product categories.