Vitamins continued to grow in Thailand in 2019, helped by increasing awareness among Thai consumers of health issues. Vitamins are used to prevent illness or disease and boost general health and wellness.
Vitamin E is expected to post the highest current value CAGR over the forecast period due to the fact that it is believed that this product can help prevent many common ailments and diseases among elderly Thai consumers, including heart disease, diabetes and Alzheimer’s. This means that vitamin E is especially popular among middle-aged and elderly people.
The growth of internet retailing and internet marketplaces such as Lazada and Shopee is allowing more international brands of vitamins to expand into the Thai market via imports, including vitamin C from Nature’s Bounty and Solgar. However, despite the fact that there are now many vitamin products and brands available via Thai online retailers, including Lazada and Shopee, where consumers can buy vitamins from third party merchants, some consumers are still not confident about buying vitamins online due to lack of trust and concerns about counterfeit products.
Amway (Thailand) continued to lead vitamins overall in 2019, thanks to its leadership in multivitamins, which remains the single biggest area in vitamins. The number two player in multivitamins, GSK Consumer Healthcare, is also second in vitamins as a whole, while third place in vitamins is held by Takeda (Thailand), which has a strong presence in both multivitamins and single vitamins.
Blackmores (Thailand) continued to rank first in single vitamin in 2019, driven by its strong presence in vitamins B and C. Blackmores Bio C is a popular product in Thailand as many people take it regularly to prevent them from getting colds.
Leading brands in vitamins benefit from investment in 360-degree marketing communication, and they are allocating more resources to online marketing, especially via popular social media platforms like Facebook, Instagram, Twitter and YouTube. Content and key messages conveyed to target audiences are among the key success factors, while Facebook and Instagram remain key online platforms with large numbers of users.
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This industry report originates from Passport, our Consumer Health market research database.