Page 23 - FoodFocusThailand No.245 September 2026
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SPECIAL FOCUS FOCUS
SPECIAL
THAILAND’S DIETARY SUPPLEMENT
MARKET DIRECTION:
OPPORTUNITIES, CHALLENGES,
AND THE NEW COMPETITIVE LANDSCAPE
Thailand’s dietary supplement market is expected to continue expanding, driven by consumers placing
greater emphasis on preventive healthcare, including nutritional supplementation, body shape and fitness,
skin health, and age-specific health needs. Approximately 40% of consumers regularly take vitamins or
dietary supplements, reflecting how dietary supplements have increasingly become part of consumers’
lifestyles and everyday health routines.
The value of Thailand’s dietary supplement market Table 1. Thai dietary supplement market structure
increased from THB 73,600 million in 2022 to THB by product segment, 2025
98,050 million in 2025 and is expected to reach THB
105,250 million in 2026, representing an average Product Segment Share in 2025 (%)
annual growth rate of 7.4% over the period. This Holistic Health (multivitamins, ginseng, plant extracts) 29
reflects strong demand for dietary supplements. At the
same time, competition is shifting from offering products Skin Health & Beauty (collagen, glutathione) 21
by “product category” toward more specific “health Protein (whey protein) 19
solutions,” spanning holistic health, beauty and anti-
aging, protein, immunity, digestive health, sleep, weight Immune Support (vitamin C, zinc) 8
management, and age-specific nutrition. Weight Management & Meal Replacement 7
Preventive Health, Beauty, and Personalized Eye, Bone & Joint, Brain, Sleep, Others 16
Nutrition as Key Market Drivers
The market is increasingly segmented by need Source: National Food Institute
states, lifestyles, and health goals rather than solely
by product category. In 2025, the market structure
reflected growing demand for health-related products, needs at a more specific level. Therefore, market opportunities lie
with holistic health accounting for 29%, skin health and not in simply increasing the number of products, but in establishing
beauty for 21%, and protein supplements for 19%. clear product positioning and addressing consumers’ specific needs
Meanwhile, specific health-focused segments, such more precisely.
as eye care, bone and joint health, brain health, and
sleep, collectively accounted for 16%. Protein is a The Market Continues to Grow, but Competition is
clear example of this market transformation. Previously Expanding From “Dietary Supplementation” to
focused primarily on athletes and people who exercise, “Health-Oriented Nutrition”
protein products have expanded to working-age Thailand’s dietary supplement market continues to grow, but
consumers, weight-management consumers, and competition is expanding from “dietary supplementation” to “health-
older adults through clear protein drinks and ready-to- oriented nutrition.” The landscape now includes fortified foods and
drink protein beverages. As a result, protein is shifting functional foods, which represent substantial markets. The fortified/
from sports nutrition to everyday nutrition, creating functional (FF) segment was valued at THB 124,860 million in
opportunities for expansion into foods and beverages 2025 and is expected to reach THB 127,256 million in 2026. This
for everyday consumption. reflects rising consumer demand for health benefits from foods and
At the same time, the growth of the online market is beverages consumed as part of their daily diets.
enabling consumers to search for, compare, and make This trend marks a shift from an ingredient-driven approach
purchasing decisions more quickly. The trend toward toward benefit-driven products. Fortified foods focus on adding
personalized nutrition is also creating opportunities for nutrients such as vitamins, minerals, or protein, while functional
brands to develop products that address consumer foods are designed to meet specific health needs, such as fiber for
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