Consumer Health in 2025: The big picture
Sales of consumer health products have seen steady growth in current value terms in 2025. There are several trends happening that are shaping the overall performance of consumer health in Thailand in 2025. For instance, there is a strong focus on preventative health among consumers in Thailand, especially Gen Z and millennials, who are shifting from reactive healthcare to proactive self-care. Health is now seen as a lifestyle investment and Thai consumers tend to have high interest in adopting vitamins and dietary supplements to keep their mental and physical health in good condition.
Key trends in 2025
Thailand’s population is ageing and as a result an increasing number of Thai consumers are suffering from noncommunicable diseases such as heart disease, cancer, chronic respiratory disease, and diabetes, along with general joint pain as they age. Many people are taking a more holistic approach to their overall health and wellbeing by trying to eat fresh food, participating in regular exercise (supporting sports nutrition) as well as supporting their immune systems with vitamins and dietary supplements. Urbanisation is also resulting in busy, stressful lives, which can result in various complaints, including digestive issues due to being time-pressed and a reliance on fast food, thereby supporting demand for digestive remedies. Meanwhile, rising pollution levels – particularly in Bangkok and metropolitan cities – are triggering greater demand for cough, cold and allergy (hay fever) remedies.
Competitive landscape
The competitive landscape within consumer health in Thailand remains highly fragmented in 2025. While international brands lead consumer health in Thailand, domestic brands have been gaining ground with larger and smaller players looking to increase their penetration in the market. Nonetheless, in 2025, Amway (Thailand) Ltd has managed to retain its leading position thanks to its wide portfolio and long-standing presence in the Thai market. Amway is a well-established direct selling company that has made its name in areas focused on preventative health and wellbeing, including sports nutrition, vitamins and dietary supplements and weight management and wellbeing.
Channel developments
Pharmacies remains the core distribution channel for consumer health in Thailand in 2025. This is thanks to the strong and well-established consumer trust in the channel and the availability of in-person advice from a pharmacist. The Thai government has supported the expansion of the pharmacies channel with these outlets also being a location for consumers to claim on products and services under the UCS (“Gold Card”) scheme. The most significant expansion has been seen from chained pharmacies including leading retailers such as Watsons, Boots, Fascino, Save Drug, and Tops Care. The share of independent/family-owned pharmacies is shrinking due to operational challenges, such as the problem of not having the next generation to take over the business, pressure from the major chains, and rising operating costs.
What next for Consumer Health?
Consumer health is expected to see strong and steady growth in Thailand over the forecast period in value terms (at constant 2025 prices). Vitamins and dietary supplements will remain the largest category with sales expected to be driven by the increasing interest in preventative health, beauty and functional nutrition. The increasing health consciousness of the population has led to a greater focus on preventative health and self-care which should benefit category sales. Furthermore, due to Thailand’s ageing society, consumers are becoming increasingly proactive about managing their health wellness, with many using OTC products and vitamins and dietary supplements to maintain and boost their health.
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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 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for Consumer Health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Thailand
KEY DATA FINDINGS
Ageing population and focus on self-care fuelling growth in analgesics
Competition heats up with private label making gains
Pharmacies remain key to sales of analgesics but e-commerce making steady inroads
Positive outlook backed by Thailand’s ageing population and tourist demand
The digital market presents strong opportunities for sales and marketing
Health is the new wealth as consumers turn to herbal/traditional products
Cough, Cold and Allergy (Hay Fever) Remedies in Thailand
KEY DATA FINDINGS
Environmental conditions fuelling demand for antihistamines/allergy remedies
Competition intensifies as players invest in new product development and rebranding
Health and beauty specialists dominate but convenience stores show promise
Self-medication trend likely to boost sales
Manufacturers focus on offering fast and effective solutions to meet the needs of modern consumers
Legislation could help boost consumer confidence in the category
Dermatologicals in Thailand
KEY DATA FINDINGS
Sales rise as environmental conditions impact skin health
GSK Consumer Healthcare leads but local player T Man Pharma makes inroads
Pharmacies remain key but e-commerce and convenience stores offer alternative options
Skin health receiving growing attention as consumer awareness increases
Dermatologicals could face increasing competition from other areas of the market
Stricter regulation could be imposed on products with dermatological claims
Digestive Remedies in Thailand
KEY DATA FINDINGS
Rising awareness of the importance of gut health driving sales of digestive remedies
Flying Rabbit and Gaviscon the standout performers in 2025
Pharmacies dominate with trusted advice but convenience stores on the rise
Positive outlook for digestive remedies supported by expanded distribution
Natural remedies could provide competition and inspiration for manufacturers
Proton pump inhibitors and antacids set to be the most dynamic categories
Eye Care in Thailand
KEY DATA FINDINGS
Growth fuelled by an ageing population and the impact of digital lifestyles
Domestic brands retain the lead but imported brands showing strong potential
Pharmacies dominate thanks to professional advice but e-commerce makes gains
Evolving trends set to favour eye sales as population ages and pollution levels rise
New product development expected to focus on standard eye care
Bright outlook for eye care but players may need to adopt new strategies to stand out in the market
NRT Smoking Cessation Aids in Thailand
KEY DATA FINDINGS
High rate of smoking prevalence presents strong growth opportunities
The market remains consolidated despite the growing competition from niche brands
Pharmacies remain central to the path to quitting
High smoking rates should sustain demand but category could face competition from Rx product
Marketing and distribution will be key to growth
New Anti-Tobacco Laws should provide a boost to sales
Wound Care in Thailand
KEY DATA FINDINGS
Steady growth fuelled by demand for sticking plasters/adhesive bandages
Jack Chia Industries and 3M continue to dominate but smaller players are finding success
Different channels meet different needs
Wound care set to benefit from consumers leading more active lives
New product development and more variety could be key to success
Demand could shift towards products with natural claims
Sports Nutrition in Thailand
KEY DATA FINDINGS
The audience for sports protein grows as consumers pursue healthier lifestyles
Local brands looking to make inroads but VitaXtrong and Optimum Nutrition remain on top
Health and beauty specialists and e-commerce remain key to growth
Sales set to rise as the target audience expands and consumers pursue healthier lives
New product formulations and digital marketing set to be the focus of innovation
Stricter regulation could increase consumer confidence in sports nutrition
Dietary Supplements in Thailand
KEY DATA FINDINGS
Sales of dietary supplements benefiting from new product development and a focus on preventative health
Well-established companies Amway and Mega Lifesciences retain the lead
Pharmacies lead sales but e-commerce on the rise thanks to sales promotions
Demographic and lifestyle factors expected to shape demand over the forecast period
New product development and digital sales and marketing key to growth
Consumers are expected to become more demanding with the FDA likely to tighten regulations
Vitamins in Thailand
KEY DATA FINDINGS
Vitamins thriving as consumers invest in their health
Amway remains on top with its popular business model
Distribution landscape evolving with new opportunities arising online and offline
Vitamins still has plenty of room to grow
New product development likely to be a key growth driver for vitamins
New legislation and a focus on mental wellbeing set inform the market
Weight Management and Wellbeing in Thailand
KEY DATA FINDINGS
Rising obesity rates and an ageing population are key growth drivers in 2025
Amway leads but competition heats up with Thai Otsuka a standout success
Pharmacies and e-commerce challenging the previous stronghold of direct selling
Positive outlook for weight management and wellbeing
The digital market is set to play a growing role in educating and informing consumers
Thailand’s FDA could look to tighten regulation
Herbal/Traditional Products in Thailand
KEY DATA FINDINGS
Herbal/traditional tonics remains a key sales driver
Competitive landscape benefits from new product development with Brand’s leading the way
Pharmacies remain the key point of sale but convenience stores benefit from impulse purchases
Bright outlook for the category as consumers look for natural solutions to modern problems
The digital market offers potential growth opportunities
Thailand’s government expected to tighten its regulation on some ingredients
Paediatric Consumer Health in Thailand
KEY DATA FINDINGS
Paediatric vitamins and dietary supplements the key growth driver
Players launch new products in response to growing market demand
Pharmacies leads sales but e-commerce is playing a growing role in the market
Bright outlook for the category as the focus shifts to preventative health
Digital marketing set to be a key focus as players look to educate consumers
Regulation on digital marketing could be tightened over the forecast period
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
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This report originates from Passport, our Consumer Health research and analysis database.
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