Executive Summary

Oct 2019
PROSPECTS
Growth opportunities for vitamins

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 to lead growth and vitamin A to be least dynamic over the forecast period

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.

Online sales growing but consumers still wary about making internet transactions

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.

COMPETITIVE LANDSCAPE
Multivitamins leader Amway is also the number one player in overall vitamins

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.

Single vitamins leader Blackmores using Corporate Social Responsibility marketing

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.

360-degree marketing communication via social media

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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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Thailand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Thailand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Thailand market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Thailand?
  • What are the major brands in Thailand?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Thailand - Category analysis

HEADLINES

PROSPECTS

Growth opportunities for vitamins
Vitamin E to lead growth and vitamin A to be least dynamic over the forecast period
Online sales growing but consumers still wary about making internet transactions

COMPETITIVE LANDSCAPE

Multivitamins leader Amway is also the number one player in overall vitamins
Single vitamins leader Blackmores using Corporate Social Responsibility marketing
360-degree marketing communication via social media

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Thailand - Industry Overview

EXECUTIVE SUMMARY

Consumer investment in health and medical tourism provide a boost
Consumers move towards self-medication
International players lead consumer health in Thailand
Health and beauty specialist retailers still dominate, but internet retailing is growing
Consumer health expected to continue growing

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources