Sports Nutrition in Thailand

PROSPECTS AND OPPORTUNITIES

Further growth to be driven by rise in Thai consumers adopting active lifestyles

The outlook for sports nutrition in Thailand is positive over the forecast period, driven by an increasing number of local consumers adopting active lifestyles and wanting to support their fitness goals. Health awareness is gaining significant interest in Thailand, with many consumers attempting to adopt some form of exercise into their routines, with a greater proportion of higher-income Thais supporting the demand for sports nutrition.

Omnichannel approach to distribution as brands look to expand their reach

Over the forecast period, there is likely to be a further shift in the distribution of sports nutrition towards e-commerce, along with greater utilisation of social media for communication, marketing and engaging with consumers. While bricks-and-mortar stores will continue to play an important role in the distribution of sports nutrition in Thailand, an increasing number of consumers are likely to be influenced by online recommendations/reviews when deciding which product or brand to purchase, while others will appreciate the convenience of potential cost savings online, especially when they want to make a repeat purchase of a product they already use or want to buy in bulk.

Increasing interest in high-protein foods and beverages to offer competition

Over the forecast period, Thai consumers, especially the urban or high-income population, are likely to become increasingly interested in high-protein foods and beverages, as they look to incorporate greater protein content into their daily routines via meals and snacks, including plant-based protein. While the trend could contribute to demand for sports nutrition, it also poses competition to the category, as consumers look to take a more holistic approach to their nutrition, rather than purchasing packaged options such as sports protein products containing a long list of ingredients.