42% of Thai consumers spend more on healthy living

December 10, 2021

Healthy living has taken centre stage world over, including in Thailand. According to the latest research by Mintel, 46% of Thai consumers* agree that the types of food they regularly consume has the biggest impact on their health. This is driving 70% of Thai consumers to say they are working on achieving a balanced diet so as to positively affect their health. An equal number say they are consuming food and drinks with added benefits for better health. This trend translates to 42% of Thais reporting that they are spending more on health and wellness products and services. 

Pongsanguan Jiradechakul, Senior Consumer Lifestyles Analyst, Mintel Thailand, said:

“Thais are increasingly prioritising health. They are concerned about what they eat and are working towards leading a healthier lifestyle. In order to safeguard themselves from severe health issues, especially those caused by COVID-19, Thais are eating food that boosts health. They are also turning towards nutritional intake for healthier lifestyles. The increased interest in healthy lifestyles has also increased spending in the segment. The younger and urban population, in particular, is spending more to achieve a healthier lifestyle.

“It is an opportune time for brands to increase focus on ingestible products that assist healthy living such as functional beverages, vitamins and supplements, and healthier food and drinks. Tailored health products for specific demographics, for instance seniors, working women etc., is an area that is bubbling with opportunity for brands. Consumers can also be nudged to opt for healthier alternatives for their everyday essentials. Furthermore, a scientific claim on the pack is likely to build trust with consumers. However, ease of consumption and convenience will be monumental to keeping consumers interested. A little assistance in the form of habit tracking apps or subscription models and apps will be a step towards creating a long-term engagement with consumers.”

Balancing work life and healthy living 

The workplace and work culture has become a different ball game post COVID. Employed individuals are experiencing burnout now more than ever. Mintel research shows that almost half the working population (47%) feels burnt out at work, while 36% of Thais feel mentally drained. 

“The younger generation is facing more mental health issues. Despite this, products and services for emotional and mental well being are not popular or sought after by consumers in Thailand. Brands can take the lead and introduce products that address mental and emotional issues. The key will be to communicate benefits and effectiveness of health products. They can go a step ahead and create campaigns to create awareness in the society.

“Mood altering products like those found in the skincare and health drinks categories have huge potential for stress relief and holistic wellness. Brands can support mental wellness by providing early detection plans and daily mood and mind boosters. Brands can also encourage traditional, offline conversations that are often the need of the hour for consumers going through mental turmoil. Most of all, it is important that brands keep consumers at the centre of their activities and provide them with means to monitor their mood and emotional well-being.” Pongsanguan concluded.



*2,000 internet users aged 18+

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