Page 24 - FoodFocusThailand No.245 September 2026

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Table 2. Strategic recommendations from the changing approach to future Thai dietary supplement product development
Key Area Previous Approach New Direction Strategic Recommendations
Development Starting Point Start with nutrients or ingredients Start with specific consumer Use health problems and goals as the basis for product
needs development
Product Positioning Communicate the properties of Communicate the benefits Communicate benefits in a simple, easy-to-understand way
nutrients consumers receive and differentiate from competitors
Product Format Primarily tablets/capsules Foods and beverages for daily Develop products that are more convenient and better
consumption aligned with consumer behavior
Differentiation Competing through ingredients Competing through Combine multiple benefits in a single product without making
formulation, benefits, taste, the core value proposition overly complex
and experience
Target Consumer Consumers seeking dietary Consumers with specific Develop products for specific segments, such as older adults,
supplements health goals working-age consumers, athletes, or weight-management
consumers
Long-Term Growth Supplement-led Nutrition Need-state-led Nutrition Expand from the dietary supplement market into functional
nutrition and drive repeat consumption in daily life
Source: National Food Institute
digestive health or protein for muscle support. As a result, broader health and wellness market. For OEM/ODM businesses,
consumers can address similar health needs through it also creates opportunities to expand into new food and beverage
diverse formats, including dietary supplements, fortified formats with greater speed and adaptability.
foods, functional foods, and healthy beverages.
Competition is therefore broadening from supplements Credibility, Efficacy, and the Ability to Distinguish
to the wider nutrition market. Thai entrepreneurs must “Trend-driven Products” from “Long-term Trends”
compete across multiple dimensions, including health will be Decisive Factors
benefits, convenience, taste, price, and lifestyle fit. They As new products can enter the market more quickly, entrepreneurs
also face competition from international brands and need to distinguish between trends driven by short-term hype—often
imported products, which often reach consumers through fueled by social media, influencers, or ingredients that are popular for
e-commerce, particularly in premium health, sports a limited period—and consumer needs that are likely to grow steadily
nutrition, beauty, and healthy-aging segments. over the long term, such as protein, multivitamins, gut health, healthy
aging, bone and joint health, and nutrition for older adults. For trend-
From Ingredient-led to Need State-led: Speed driven products, entrepreneurs should prioritize speed in product
of Adaptation Becomes a Competitive Factor development and market testing in order to capture opportunities
The market is shifting from ingredients as the primary while the trend is gaining momentum. In contrast, products addressing
selling point toward clearly addressing specific health long-term consumer needs should focus on product quality, scientific
needs. In the past, popular ingredients included vitamin C, evidence, and consistent brand building to encourage repeat
collagen, zinc, ginseng, and whey protein. However, as purchases and establish long-term revenue streams.
consumers can easily compare products containing similar Therefore, entrepreneurs should not choose exclusively between
ingredients, differentiation based solely on ingredients “trend-driven products” and “long-term products,” but should manage a
is becoming increasingly difficult. Product development product portfolio that encompasses both types. Trend-driven products
is now moving from Consumer Need → Formulation can be used to generate interest and attract new consumers, while
→ Product Concept, with examples including products long-term products can serve as the foundation for driving repeat
designed for muscle mass, digestive health, sleep, or the purchases and building ongoing consumer relationships. The use of
nutritional needs of older adults. Greater emphasis is being popular ingredients may help create buzz and attract attention in the
placed on target consumers and consumption occasions short term, but repeat purchases will depend on consumers’ perceived
rather than on one-size-fits-all solutions. efficacy, product credibility, and the genuine value they receive.
OEM/ODM providers play an increasingly important Scientific evidence, regulations, and health benefit claims will play
role in this structure. These providers enable brand owners an increasingly important role. Entrepreneurs therefore need to align
to develop formulations, manufacture products, and test consumer needs, ingredients, product formulations, and scientific
the market without investing in their own facilities. This evidence with communication requirements in order to reduce the risk
lowers entry barriers and accelerates product launches, of making exaggerated claims. At the same time, product formats will
resulting in a steady stream of new brands. Yet speed increasingly emphasize convenience and alignment with consumers’
alone is not enough. As competition intensifies, products lifestyles, shifting from tablets and capsules toward drink mixes, ready-
are quickly imitated and product life cycles are becoming to-drink (RTD) beverages, and effervescent tablets.
shorter. Strategic capability now lies in the ability Ultimately, competition will come down to striking the right balance
to study market trends, develop products, test the among health benefits, scientific evidence, convenience, taste, and
market, launch, gather feedback, and rapidly adjust value for money. Products that are credible, clearly address specific
formulations or positioning. health needs, are convenient to use, and offer good value will have
Overall, the market structure is expanding from the potential to evolve from “trend-driven products” into brands that
dietary supplements to functional nutrition, encompassing generate repeat purchases and achieve sustainable growth.
supplements, fortified foods and beverages, and functional
foods. This creates opportunities for businesses to
compete beyond supplements and expand into the
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