In a significant shift for the wellness sector, Atitaya Amnouaysakul is steering Atanta Medicair into a new era, focusing on health products as the company prepares to tap into the booming supplement market valued at 77.79 billion baht in Thailand.
Atitaya, the managing director of Atanta Medicair, is embracing a vision that blends traditional pharmaceutical expertise with innovative health solutions. The company, established 18 years ago by her father, Supadech Amnouaysakul, has built a reputation for importing and distributing high-quality health products, particularly during the COVID-19 pandemic when it became a key supplier of Favipiravir.
“We aim to bring the Atanta brand into people's hearts,” Atitaya stated, reflecting her commitment to enhancing the company’s visibility and market presence. Her journey began with hands-on experience, starting as a sales representative and gradually moving into digital marketing, where she recognized the potential of online sales channels.
In the wake of the pandemic, the trend toward health consciousness has remained strong, prompting Atitaya to pivot towards functional supplements, particularly effervescent vitamins that cater to the needs of a younger demographic. “We spent over a year researching the market, developing formulas, and ensuring quality and safety because one mistake could impact the company’s reputation,” she explained.
The Thai supplement market is projected to grow by 7.9% annually, potentially reaching 100 billion baht by 2025, driven by a shift towards Lifestyle Medicine and preventive health care. Atanta aims for a 20% growth in its supplement business by 2025, specifically targeting the effervescent segment, which is expected to grow by at least 15%.
Atitaya is also keen on expanding distribution channels, which will include traditional pharmacies, modern trade outlets, and leading online platforms such as Lazada, Shopee, TikTok Shop, Facebook, and LINE OA. “We have a team of over 100 staff members, mostly in sales and representation, which ensures our operations are both committed and stable,” she noted.
Despite the challenges posed by regulatory changes and fierce competition in the supplement market, Atitaya emphasizes the importance of adapting quickly. “To stay relevant, we need to be agile. Our sales representatives are constantly in the field, understanding what doctors are asking for and what hospitals need,” she said.
Atanta’s commitment to long-term growth is rooted in the foundational beliefs of its founder, Supadech, who valued employee happiness as a precursor to corporate success. “My father was always open to new ideas and technologies. He believed that if employees are happy, the company will thrive,” Atitaya recounted.
As the health and wellness sector continues to evolve, the demand for innovative and safe products is paramount. Parents today are increasingly focused on selecting high-quality, environmentally friendly products for their children, leading to rapid advancements in children's products.
According to recent trends, parents are looking for items that are not only safe from harmful chemicals but also promote sustainability. This has resulted in a shift towards organic fabrics and environmentally friendly toys, which protect children from potential health risks and instill a sense of responsibility towards the environment.
In 2025, five key trends in children’s products are emerging, reflecting the changing priorities of modern parents. One significant trend is the incorporation of smart technology into products, which allows parents to monitor and manage their children's health and development more effectively.
Smart devices, such as air quality monitors and sleep aids, are becoming increasingly popular as they help parents care for their children even when they cannot be physically present. Additionally, clothing and accessories that track temperature and health in real-time are gaining traction, alongside smart strollers and apps designed to accurately track developmental milestones.
Moreover, the use of VR and AR technologies in toys is enhancing children's learning and social skills, making education engaging and interactive. Subscription boxes that deliver curated learning materials and toys to homes are also on the rise, catering to the evolving needs of children.
Online shopping has become a vital resource for modern parents, allowing them to purchase a wide variety of products conveniently while comparing prices and ensuring quality. This trend aligns perfectly with the busy lifestyles of parents today.
Customization is another growing trend, enabling parents to personalize products to suit their children's preferences and developmental stages. From clothing with personalized messages to customizable learning tools, these options help parents provide the best for their children.
As the landscape of children's products continues to change, the upcoming Kind + Jugend ASEAN 2025 event promises to showcase over 300 top global brands, highlighting innovations in the parenting and child development sectors. Scheduled for May 12-14, 2025, at the BITEC exhibition center, this event will be a key opportunity for businesses to explore new products and trends.
In summary, both Atanta Medicair and the broader market for children's products are poised for significant growth, driven by a commitment to quality, safety, and sustainability. As Atitaya Amnouaysakul leads Atanta into a new era, her vision reflects the changing dynamics of health and wellness, setting the stage for a future that prioritizes both innovation and well-being.
