Naturally Healthy Packaged Food in Thailand

PROSPECTS

Health trend fuels demand for high fibre and whole grain products

Thanks to the health and wellness trends, consumers increasingly perceive clean eating and all-natural products as being healthier. Unprocessed or minimally processed products with no artificial ingredients are in high demand.

Shift towards smart consumption drives interest in fruit snacks

Consumers are making smarter food choices as they are concerned about their health and wellbeing. Consequently, demand for snacks that can be eaten guilt-free is rising.

New innovative products increasingly featuring superfoods

As consumer behaviour evolves to incorporate healthy eating habits, demand for better products with naturally healthy ingredients is rising. Manufacturers are leveraging this changing mind set by incorporating superfoods into their products and marketing them as exceptionally healthy and multi-functional to justify premium prices.

COMPETITIVE LANDSCAPE

Local players quick to respond to rising demand for high fibre and superfoods

Naturally healthy products are mainly produced by local players in Thailand, including both major and small niche brands. Farm House, a leading brand in baked goods, offers premium high fibre options using natural whole grain ingredients such as Farm House Royal 12 grains.

Use of locally-grown and healthy ingredients boosts small niche brands

Products from large corporations are commonly perceived as being unhealthy and containing a high amount of artificial additives. Small niche brands have been tapping into this opportunity and are now gaining sales share.

Demand boosted by promotion efforts of health food shops

While modern grocery outlets often retail prominent global brands, local niche brands are finding a way to present their healthy products. Lemon Farm and Baimiang Healthy Shop, for instance, are the two most recognised alternative grocery stores, operating several outlets in Bangkok and the surrounding area.

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