PROSPECTS AND OPPORTUNITIES
Bright outlook for the category as consumers look for natural solutions to modern problems
Value sales of herbal/traditional products are expected to rise over the forecast period, growing at a faster pace than that seen over the review period (at constant 2025 prices). Perceived as gentler and more holistic, herbal/traditional products could fit perfectly into the new wellness routine.
The digital market offers potential growth opportunities
It is likely that more brands will look to broaden their target audience by offering new product innovations to compete with other local and international offerings in the market. Many of them will likely attempt to leverage social media influencers, nano- and micro-influencers, and user-generated testimonials to build authentic trust.
Thailand’s government expected to tighten its regulation on some ingredients
As of June 2025, the government has reclassified cannabis flower buds as a controlled herb. This effectively ends recreational use and restricts sales to licensed dispensaries for medical purposes only, with consumers requiring a valid prescription from a medical professional.
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Overview:
Understand the latest market trends and future growth opportunities for the Herbal/Traditional Products 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.
If you're in the Herbal/Traditional Products 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 Herbal/Traditional Products 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 Herbal/Traditional Products in Thailand?
- Which are the leading brands in Herbal/Traditional Products in Thailand?
- How are products distributed in Herbal/Traditional Products in Thailand?
- How has the regulatory and operating environment for Herbal/Traditional Products changed in Thailand?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Herbal/Traditional Products
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Herbal/Traditional Products in Thailand - Category analysis
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
Consumer Health in Thailand - Industry Overview
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
The following categories and subcategories are included:
Herbal/Traditional Products
- 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
Herbal/Traditional Products
Botanicals or traditional remedies are products that have a long tradition of use, decades of established reputation, and are considered alternative remedies to standard medicine. Traditional medicine remedies such as Ayurveda, Traditional Chinese Medicine (TCM), Unani, Kampo, etc. are included. Homeopathic remedies are excluded. Only packaged products are tracked.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Herbal/Traditional Products research and analysis database.
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