Product Code: HWFBTH
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sugar tax provides development and growth opportunities for BFY reduced sugar beverages
Pandemic effects support the demand for reduced sugar beverages
Decreasing demand for decaffeinated products weakens the performances of reduced caffeine coffee and tea
PROSPECTS AND OPPORTUNITIES
Zero sugar and premiumisation trends offer development and growth opportunities for BFY beverages
RTD coffee players look to innovate beyond the confines of better for you
Hike in sugar tax to drive new development in BFY hot drinks, while BFY reduced sugar beverages is set to see higher usage of sweeteners
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health-conscious and time-pressed consumers look for FF beverages to improve their general health and immunity
The pandemic experience raises demand for products featuring herbs for lung-enhancing benefits
Fortified/functional claims inform new product development in carbonates and other hot drinks
PROSPECTS AND OPPORTUNITIES
Vitamin C becomes a key driver of development in FF soft drinks
Domestic players leverage local advantages to remain prominent in herbal beverages
Cannabis may be used more for FF beverages as legal restrictions ease
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 28 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 29 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic continues to challenge NH 100% juice and NH bottled water in 2021
Sugary beverages tax postponement stimulates new product development
Domestic players leverage local knowledge to gain a competitive edge over international rivals
PROSPECTS AND OPPORTUNITIES
Natural flavours and tastes set to appeal to an increasingly health-conscious population
The presence of unsweetened soft and hot drinks is set to expand amid premiumisation and health and wellbeing trends
NH coconut water hits the market with exotic tastes
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2016-2021
Table 36 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 38 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 39 Distribution of NH Beverages by Format: % Value 2016-2021
Table 40 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic is too premium a concept in a difficult economic climate
Middle-to-high-income consumers boost retail demand for organic coffee by transferring their consumption habits to the home
E-commerce offers innovation and expansion opportunities for organic hot drinks players
PROSPECTS AND OPPORTUNITIES
Affordable pricing offers a way to expand the consumer base for organic tea and coffee
Promotions set to remain key sales drivers in organic coffee and tea
Small local players set to mushroom as organic fruit/vegetable juice offers business or extra income opportunities
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2016-2021
Table 43 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 45 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 46 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 47 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Government regulation and concerns over trans-fats offer opportunities for BFY butter and spreads
Consumer focus on reducing sugar consumption boosts healthier versions of sweet spreads
BFY yoghurt benefits from innovation and government attempts to remedy the oversupply of raw milk
PROSPECTS AND OPPORTUNITIES
BFY sugar confectionery is expected to see new product development in line with health and wellness concerns in the forecast period
BFY shelf stable meat and seafood set to benefit from consumers' product safety concerns
Growth opportunities in ready-to-drink BFY packaged food include milk and yoghurt offerings by local brands
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 53 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Free from dairy milk performs well due to offer of high nutrient and low fat products
The offer of free from meat meat and seafood substitutes increases to cater to consumers following healthier diets
Free from lactose special baby milk formula is negatively affected by the economic effects of the pandemic
PROSPECTS AND OPPORTUNITIES
Free from baby food brands and products face challenges due to a declining birth rate
New brands offer significant development potential for free from meat products
Free from dairy milk set to prosper as the economy recovers and pandemic conditions ease
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Yoghurt players shift to e-commerce and direct selling to reach stay-at-home consumers
FF vegetable and seed oil is hurt by the surge in the cost of palm oil, but gains as home seclusion sees consumers focus on home consumption
FF confectionery rebounds as impulse demand returns
PROSPECTS AND OPPORTUNITIES
Growth opportunities in FF yoghurt through new product development and innovation
Players set to push vegetable and seed oil with innovations offering healthier, fortified products
New products fortified with vitamins and nutrients expected to boost the appeal of FF confectionery
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 67 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 68 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 69 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH cereal bars rebound in 2021 as consumers start to resume more on-the-go lifestyles
NH honey sales suppressed by limited home use
Healthy eating trend boosts the demand for NH high fibre bread during work-from-home and home seclusion periods
PROSPECTS AND OPPORTUNITIES
Growing appreciation of sustainability set to see more diverse innovation in naturally healthy packaged food
Channel shifts are expected to slow or reverse, although a digital shopping habit is set to remain
Resumption of pre-pandemic lifestyles offers growth opportunities for impulse purchases of NH snacks
CATEGORY DATA
Table 77 Sales of NH Packaged Food by Category: Value 2016-2021
Table 78 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 79 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 80 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 81 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 82 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN THAILAND
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium positioning hurts the demand for organic milk formula against the background of economic recession
Stay-at-home consumers increase their demand for organic variants of staple foods like rice
Modern grocery retailers embrace e-commerce while government subsidies boost traffic through traditional grocery retailers
PROSPECTS AND OPPORTUNITIES
Leading organic edible oil player seeks growth opportunities through innovation and an expanded portfolio
Organic milk formula set to continue to face challenges from declining birth rate and economic pressures
Economic recovery and higher supply of vaccinations predicted to heighten growth potential for organic packaged food
CATEGORY DATA
Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 88 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
