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Following the outbreak of COVID-19, the on-trade demand for healthier drink options suffered a dramatic decline in 2020 due to the national lockdown, which necessitated the closure of foodservice and horeca outlets in Thailand, as well as the implementation of a nationwide curfew. As such, there was a noticeable shift towards retail channels such as supermarkets, convenience stores, and other grocery retailers. This shift was also spurred by the larger amount of time that consumers spend at home...
Euromonitor International's Health and Wellness in Thailand report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
COVID-19 accelerates healthy living trend following the new sugar tax
Retail sales absorb sales from foodservice closures of reduced caffeine coffee during national lockdown
BFY reduced sugar hot drinks boosted by health and wellness trend
RECOVERY AND OPPORTUNITIES
Category to record steady growth thanks to affordable prices
Price sensitive consumers avoid reduced caffeine coffee
Alternative sweeteners set to be a focal point for innovation
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales supported by consumers' eagerness to boost immunity during pandemic
Players build on success through continued product innovation
Value added products target specific consumer groups
RECOVERY AND OPPORTUNITIES
COVID-19 new normal supports growth of fortified/functional beverages
Tea generates interest from health-conscious consumers
Herbal extracts set to rise in non-alcoholic drinks
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 proves a setback for Thai juice as consumers seek fresh options
New NH product launches target health-conscious consumers
Responsiveness to changing trends gives domestic players an edge
RECOVERY AND OPPORTUNITIES
High prices could be an obstacle in the coming years
Consumers prefer the natural flavour of naturally healthy beverages
Players adopt naturally healthy positioning to gain ground
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2015-2020 Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 39 Distribution of NH Beverages by Format: % Value 2015-2020 Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 economic uncertainty weakens organic beverages
Organic hot drinks leads innovation as sales through e-commerce grow
Organic coffee gains share through off-trade sales
RECOVERY AND OPPORTUNITIES
Category boasts a positive outlook as healthy living trends gain further ground
Organic 100% juice booms as more small local players enter the mix
Growing demand for organic tea and organic coffee reflects changing consumer habits
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2015-2020 Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 spurs interest in healthy living
Sugar tax boosts sugar-free trend as consumers make healthy swaps
Demand for reduced fat products spurs flurry of product development
RECOVERY AND OPPORTUNITIES
Tax spurs a flurry of new entrants in reduced fat dairy
Companies to highlight health and wellness in marketing strategies
COVID-19 boosts health and wellness trend as the effects of unhealthy lifestyles become glaringly clear
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Category reels from foodservice closures as Thai consumers enter national lockdown
High prices of free from gluten prove an obstacle to price sensitive consumers
Ghost festival cancellations hit free from meat sales
RECOVERY AND OPPORTUNITIES
Growing awareness of lactose intolerance to support sales
Products position themselves as free from lactose to boost sales
Local demand limited by price sensitivity, despite increasing ingredient transparency
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2015-2020 Table 57 Sales of Free From by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Free From: % Value 2016-2020 Table 59 LBN Brand Shares of Free From: % Value 2017-2020 Table 60 Distribution of Free From by Format: % Value 2015-2020 Table 61 Forecast Sales of Free From by Category: Value 2020-2025 Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 spurs demand for fortified/functional packaged food
Value added benefits targeted at specific consumer groups
COVID-19 prompts consumers to make healthy swaps
RECOVERY AND OPPORTUNITIES
COVID-19 boosts consumer interest in herbal extracts
High prices and governmental campaigns fail to deter new product launches in FF baby food
Popular breakfast cereals benefit from health and wellness positioning
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 69 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 70 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 71 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 72 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 73 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 pandemic forces foodservice outlets to close, negatively impacting sales of naturally healthy cooking ingredients
High prices are an obstacle for consumers as Thai customers cut spending in times of crisis
Consumers swap to natural products and natural flavours
RECOVERY AND OPPORTUNITIES
COVID-19 experiences spur interest in healthy living trends
Sugar tax drives consumers to naturally healthy dairy
Consumers change their ways in the aftermath of COVID-19
CATEGORY DATA
Table 76 Sales of NH Packaged Food by Category: Value 2015-2020 Table 77 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 79 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 80 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 81 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 82 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers choose organic for health, but high prices prove to be an obstacle
Players in organic packaged food apply aggressive promotions to attract thrifty consumers
Imported brands benefit from organic trend as niche consumer group grows
RECOVERY AND OPPORTUNITIES
Trend for home cooking spurs sales of organic packaged food
Organic dairy and snacks set to boom as range grows
Parents turn to organic baby food for health benefits
CATEGORY DATA
Table 83 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 84 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 85 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 86 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 87 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 88 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 89 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025