As consumers become more health-conscious and time-pressed, they are increasingly looking for more effective and convenient ways of protecting their health and immunity. In this sense, there is a growing shift towards prevention over cure in terms of health, which fits well with the health and wellness trend, not least functional and high in vitamins products.
In line with the rise in the number of consumers adopting healthier lifestyles, there is a move beyond regular products to ones claiming to offer functional benefits. The COVID-19 public health crisis has encouraged consumers to shift to functional beverages as part of a healthier diet.
Carbonates are perceived as highly sweetened drinks that are non-essential and may cause harm to human health. This perception ties in with concerns over health problems like diabetes and obesity among the authorities and local consumers.
In the wake of the COVID-19 crisis, retail volume and value (constant 2021 prices) CAGRs in fortified/functional beverages are expected to be faster than over the review period. Growth is set to be driven by a focus on general health and the immune system.
Domestic manufacturers in hot drinks were the most innovative in terms of the use of herb extracts to engender health benefits for their products during the review period. This position was attributed to domestic players’ strong knowledge of local consumers’ tastes, needs and preferences.
As cannabis and hemp extracts are legal for medical use and research in Thailand, many small local companies have included cannabis/hemp in their food and drinks recipes in home-made versions. However, the potential for such activity is shown by the entry of a major company in RTD tea, Ichitan Group Plc, which has joined the fragmented category to tap into this more sophisticated demand trend.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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