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Consumer health in 2024: The big picture
Consumer health in Thailand continues to post solid growth in 2024, supported by the preventative health trend, and an ageing population. An increasing number of Thai consumers are also suffering from noncommunicable diseases such as heart disease, cancer, chronic respiratory disease, and diabetes, along with general joint pain as they age.
2024 key trends
The health and wellness trend is now established in Thailand, with many local consumers adopting a “food as medicine” approach by focusing on integrating diet- and nutrition-related resources into their routines in an attempt to prevent, manage and treat specific conditions. Hence, there is an ongoing blurring of boundaries between food/beverages and consumer health.
Competitive landscape
The competitive landscape of consumer health in Thailand remains highly fragmented in 2024. International players feature heavily, led by Amway (Thailand) Ltd, Brand's Suntory (Thailand) Co Ltd, GSK Consumer Healthcare, Mondelez International (Thailand) Co Ltd and Herbalife International (Thailand) Ltd.
Retailing developments
While health and beauty specialists, driven by pharmacies, continues to lead the distribution of overall consumer health in Thailand, there is a greater penetration of chained operators while the performance of family-owned outlets (which dominate the space) is being hindered by many factors, including limited budgets/investment, being threatened by franchises/hospitals moving into retail, a lack of in-store pharmacists throughout the day, and no future generations to take over the business. This is a trend evident across all provinces in the country.
What next for consumer health?
The “food as medicine” trend is likely to remain relevant over the forecast period, as local consumers focus on supporting their overall health through eating well and taking a more holistic approach, in addition to focusing on vitamins and dietary supplements with a cognitive, immune, and mood support positioning. Herbal/traditional products will continue to benefit from the local perception that they have potentially fewer side effects than OTC medicines in the long term.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Thailand?
- Which are the leading brands in Consumer Health in Thailand?
- How are products distributed in Consumer Health in Thailand?
- How has the regulatory and operating environment for Consumer Health changed in Thailand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Thailand
Consumer health in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer health?
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2019-2024
Table 2 Life Expectancy at Birth 2019-2024
Table 3 Sales of Consumer Health by Category: Value 2019-2024
Table 4 Sales of Consumer Health by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Consumer Health: % Value 2020-2024
Table 6 LBN Brand Shares of Consumer Health: % Value 2021-2024
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2019-2024
Table 8 Distribution of Consumer Health by Format: % Value 2019-2024
Table 9 Distribution of Consumer Health by Format and Category: % Value 2024
Table 10 Forecast Sales of Consumer Health by Category: Value 2024-2029
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2024-2029
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Summary 1 Research Sources
Analgesics in Thailand
KEY DATA FINDINGS
Full rebound of tourism and a rapidly ageing population support demand for analgesics
Further growth potential for analgesics leads to new entries
Bricks-and-mortar health and beauty specialists continue to dominate sales
Ageing society and resumption of outdoor activities to support future demand for analgesics
Rise in herbal/traditional options by local manufacturers
Preventative approach could hinder stronger demand for analgesics
Table 12 Sales of Analgesics by Category: Value 2019-2024
Table 13 Sales of Analgesics by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Analgesics: % Value 2020-2024
Table 15 LBN Brand Shares of Analgesics: % Value 2021-2024
Table 16 Forecast Sales of Analgesics by Category: Value 2024-2029
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2024-2029
Sleep Aids in Thailand
Cough, Cold and Allergy (Hay Fever) Remedies in Thailand
KEY DATA FINDINGS
Air pollution and full rebound in tourism support demand for cough, cold and allergy (hay fever) remedies
New product development helps support category’s dynamism
Social media helps drive greater penetration of herbal/traditional products
Mixed trends are likely to influence category’s future performance
Demand from inbound tourism cannot be ignored
Increasing competition from vitamins and dietary supplements due to preventative health trend
Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2019-2024
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2019-2024
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2024
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2021-2024
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2024-2029
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2024-2029
Dermatologicals in Thailand
KEY DATA FINDINGS
Thai consumers increasingly prone to skin problems, supporting category’s performance
Beauty and personal care offers increasing competition
Pharmacies retains dominance while further expanding in easily accessible locations
Positive outlook for dermatologicals due to climate, lifestyles and ageing society
Product recommendation by pharmacists remains crucial
Dermatologicals will continue to experience pressure from beauty products
Table 24 Sales of Dermatologicals by Category: Value 2019-2024
Table 25 Sales of Dermatologicals by Category: % Value Growth 2019-2024
Table 26 NBO Company Shares of Dermatologicals: % Value 2020-2024
Table 27 LBN Brand Shares of Dermatologicals: % Value 2021-2024
Table 28 LBN Brand Shares of Hair Loss Treatments: % Value 2021-2024
Table 29 Forecast Sales of Dermatologicals by Category: Value 2024-2029
Table 30 Forecast Sales of Dermatologicals by Category: % Value Growth 2024-2029
Digestive Remedies in Thailand
KEY DATA FINDINGS
Hectic lifestyles and work/life imbalance support strong performance of digestive remedies
Self-medication trend increasingly popular in Thailand
Local/herbal and alternative options are challenging leading global brands
Consumers’ fast-paced lifestyles set to drive further use of digestive remedies
Potential for herbal/traditional options to further penetrate the category
Dynamic performances for proton pump inhibitors and antacids, while diarrhoeal remedies makes strongest value contribution
Table 31 Sales of Digestive Remedies by Category: Value 2019-2024
Table 32 Sales of Digestive Remedies by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Digestive Remedies: % Value 2020-2024
Table 34 LBN Brand Shares of Digestive Remedies: % Value 2021-2024
Table 35 Forecast Sales of Digestive Remedies by Category: Value 2024-2029
Table 36 Forecast Sales of Digestive Remedies by Category: % Value Growth 2024-2029
Eye Care in Thailand
KEY DATA FINDINGS
Demand for eye care is sustained by digitalisation trend and wearing of contact lenses
High pollution and ageing society contribute to rising incidence of eye-related problems
Eye care attracts new imports from Japan and Korea
Demand for eye care to benefit from contact lens users
Standard eye care likely to see further new product development
Landscape set to become increasingly fragmented, while sales will be supported by online reviews and recommendation by pharmacists
Table 37 Sales of Eye Care by Category: Value 2019-2024
Table 38 Sales of Eye Care by Category: % Value Growth 2019-2024
Table 39 NBO Company Shares of Eye Care: % Value 2020-2024
Table 40 LBN Brand Shares of Eye Care: % Value 2021-2024
Table 41 Forecast Sales of Eye Care by Category: Value 2024-2029
Table 42 Forecast Sales of Eye Care by Category: % Value Growth 2024-2029
NRT Smoking Cessation Aids in Thailand
KEY DATA FINDINGS
Penetration of other formats within NRT smoking cessation aids
Widespread accessibility of e-cigarettes triggers demand for NRT smoking cessation aids
Major players gear up marketing to target niche groups of consumers
Presence of GPO cytisine could hamper demand for NRT smoking cessation aids
Herbal treatment tea and sprays to gain greater penetration
Pharmacies to remain dominant distribution channel
Table 43 Number of Smokers by Gender 2019-2024
Table 44 Sales of NRT Smoking Cessation Aids by Category: Value 2019-2024
Table 45 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2020-2024
Table 47 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2021-2024
Table 48 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2024-2029
Table 49 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2024-2029
Wound Care in Thailand
KEY DATA FINDINGS
Sticking plasters/adhesive bandages continues to drive overall demand
Pricing remains a key concern when purchasing wound care
Private imports and new product development
Health and wellness trend likely to support rising demand for wound care
Offline sales will continue to dominate due to on-the-go purchasing behaviour
E-commerce sales of wound care to remain marginal but rising
Table 50 Sales of Wound Care by Category: Value 2019-2024
Table 51 Sales of Wound Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Wound Care: % Value 2020-2024
Table 53 LBN Brand Shares of Wound Care: % Value 2021-2024
Table 54 Forecast Sales of Wound Care by Category: Value 2024-2029
Table 55 Forecast Sales of Wound Care by Category: % Value Growth 2024-2029
Sports Nutrition in Thailand
KEY DATA FINDINGS
Sports nutrition sees rising popularity of plant-based protein options
Product development and more advanced formulations help drive dynamism with various ingredient combinations
E-commerce is popular channel for promotions and building brand recognition
Further growth to be driven by rise in Thai consumers adopting active lifestyles
Omnichannel approach to distribution as brands look to expand their reach
Increasing interest in high-protein foods and beverages to offer competition
Table 56 Sales of Sports Nutrition by Category: Value 2019-2024
Table 57 Sales of Sports Nutrition by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Sports Nutrition: % Value 2020-2024
Table 59 LBN Brand Shares of Sports Nutrition: % Value 2021-2024
Table 60 Forecast Sales of Sports Nutrition by Category: Value 2024-2029
Table 61 Forecast Sales of Sports Nutrition by Category: % Value Growth 2024-2029
Dietary Supplements in Thailand
KEY DATA FINDINGS
Sales of combination dietary supplements soar due to holistic health approach
Elevated demand for probiotic supplements due to focus on gut health
Aggressive marketing along with attractive discounts and promotions
More intense competition is expected to emerge within dietary supplements
Greater focus on dietary supplements with a beauty positioning
Landscape set to become increasingly fragmented with new brands and product innovation
Table 62 Sales of Dietary Supplements by Category: Value 2019-2024
Table 63 Sales of Dietary Supplements by Category: % Value Growth 2019-2024
Table 64 Sales of Dietary Supplements by Positioning: % Value 2019-2024
Table 65 NBO Company Shares of Dietary Supplements: % Value 2020-2024
Table 66 LBN Brand Shares of Dietary Supplements: % Value 2021-2024
Table 67 Forecast Sales of Dietary Supplements by Category: Value 2024-2029
Table 68 Forecast Sales of Dietary Supplements by Category: % Value Growth 2024-2029
Vitamins in Thailand
KEY DATA FINDINGS
Value-for-money perception strengthens demand for multivitamins
Single vitamins tend to focus on addressing immunity and hectic lifestyles
Brands attract consumers with pricing strategies and promotional campaigns
Promising outlook for vitamins as consumers take preventative health approach
Cannibalisation by dietary supplements could dampen growth of vitamins
Private label from pharmacies anticipated to gain traction
Table 69 Sales of Vitamins by Category: Value 2019-2024
Table 70 Sales of Vitamins by Category: % Value Growth 2019-2024
Table 71 Sales of Multivitamins by Positioning: % Value 2019-2024
Table 72 NBO Company Shares of Vitamins: % Value 2020-2024
Table 73 LBN Brand Shares of Vitamins: % Value 2021-2024
Table 74 Forecast Sales of Vitamins by Category: Value 2024-2029
Table 75 Forecast Sales of Vitamins by Category: % Value Growth 2024-2029
Weight Management and Wellbeing in Thailand
KEY DATA FINDINGS
Lifestyle shifts change definition of weight management in Thailand
Blurring of boundaries between food as medicine and weight management
Ageing society supports greater demand for supplement nutrition drinks
Greater interest in herbal-related ingredients
Fibre supplements to gain traction
Ageing population to support future demand for supplement nutrition drinks
Table 76 Sales of Weight Management and Wellbeing by Category: Value 2019-2024
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2019-2024
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2020-2024
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2021-2024
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2024-2029
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2024-2029
Herbal/Traditional Products in Thailand
KEY DATA FINDINGS
Tonics continue to make major contribution to sales of herbal/traditional products
A growing trend towards exports by local brands
Products offering specific value increasingly evident in inhalant decongestants
Healthier eating habits could be mixed blessing for category
Sales likely to be supported by trend for plant-based/natural ingredients
Thai government will continue to play important role in promoting herbal/traditional products
Table 82 Sales of Herbal/Traditional Products by Category: Value 2019-2024
Table 83 Sales of Herbal/Traditional Products by Category: % Value Growth 2019-2024
Table 84 NBO Company Shares of Herbal/Traditional Products: % Value 2020-2024
Table 85 LBN Brand Shares of Herbal/Traditional Products: % Value 2021-2024
Table 86 Forecast Sales of Herbal/Traditional Products by Category: Value 2024-2029
Table 87 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2024-2029
Paediatric Consumer Health in Thailand
KEY DATA FINDINGS
Resumption of children’s activities supports demand for paediatric consumer health
Health and wellness trend encourages parents to focus more on children’s health
Paediatric consumer health’s performance supported by expanding product variety
Urbanisation and hectic lifestyles to support future outlook of paediatric consumer health
E-commerce and social media to gain further importance
Falling birth rate is potential threat to stronger category growth
Table 88 Sales of Paediatric Consumer Health by Category: Value 2019-2024
Table 89 Sales of Paediatric Consumer Health by Category: % Value Growth 2019-2024
Table 90 NBO Company Shares of Paediatric Consumer Health: % Value 2020-2024
Table 91 LBN Brand Shares of Paediatric Consumer Health: % Value 2021-2024
Table 92 Forecast Sales of Paediatric Consumer Health by Category: Value 2024-2029
Table 93 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
See all of our definitions
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This report originates from Passport, our Consumer Health research and analysis database.
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