What are the real consumer needs in Thailand’s supplement market?
Enhancing immunity and getting a protein ‘hit’ are gaining in importance, while skincare is lessof a priority. Powder formats are soaring in popularity.
Product benefits
Through analysing Kantar’s data we can identify 10 key benefits, as claimed by brands or manufacturers about their products, segments, and/or variants.
Looking at value share of the market for each benefit, we see that general wellbeing and immunity are the biggest priority for consumers in Thailand. However, protein and immunity have risen in importance over the past year, while skincare and eyecare benefits have declined.
Protein and Body care
Following the COVID-19 lockdown, as people started to work, exercise and take part in activity outside the home again, protein and body care benefits started to rebound.
Skin
The importance of skin and beauty benefits started to drop after the end of lockdown. However, these remain the second most popular benefit in the market, as most products come in powder format that can be produced in affordable and convenient small pack sizes or sachets.
General wellbeing and immunity
Nowadays, Thai people care more about their health; a trend that was accelerated by COVID-19. General wellbeing and immunity are still the first things that come to people’s minds when they think about buying supplements.
Eye care
This became a popular benefit once people started working from home under lockdown, but interest has declined since they went back to the office.
These insights demonstrate that Thai people still care about their health, post-pandemic, and are sticking with the supplement category, but they are changing the benefits they desire to match their lifestyle as it returns to normal.
Product segments
When we look at product formats, powder is a fast-rising trend and has the highest value share overall, with a particular importance in the protein benefit segment. Tablets remain a major format, however, particularly in the vitamin and immunity segments.
So, what’s driving market growth? Powder is an extremely flexible format which can be used across every benefit, and made available in sachets, a popular pack size that is effective in attracting new consumers to brands and categories. Capsules and tablets, meanwhile, are easy to consume, store, and carry. Liquid format is not doing so well in Thailand as it’s hard to store and consume on the go, and has a short shelf life.
This report gives you an overview of the key points and findings uncovered through Kantar Worldpanel’s ongoing analysis of Thailand’s H&B supplement market. We can take you on a deeper dive to understand consumer behaviour, with insights from our services and expertise that span more than 20 years in Thailand and 66 years globally.
