Thailand's health and beauty market is on the verge of transformation as it shifts its focus from traditional beauty products to holistic health care, driven by changing consumer preferences and increased awareness of well-being. According to recent research published by Watsons Thailand, the transformation, framed as going from the "Beauty Standard" to the "Health Standard," highlights significant shifts toward integrated wellness among Thai consumers.
Surveys conducted by Watsons reveal some exciting trends for 2025. For example, about 80% of consumers report they've started taking vitamins, with many opting for one to two types monthly, investing between 1,000 and 3,000 baht, even amid economic slowdowns. This reflects not just a preference for beauty solutions but rather for long-term health benefits.
The focus on holistic wellness is emphasized with findings indicating consumers are more discerning than ever. Approximately 93% can accurately describe the ingredients found in their skincare products, signaling both awareness and education about what's going onto their skin. Meanwhile, around 60% prioritize details such as product effectiveness and brand credibility, often valuing quality over price or promotions.
This behavioral shift signifies the rise of the modern consumer, characterized by cautious shopping and informed choices. No longer do they simply look for beauty relief; their purchases align with health goals, rewarding brands authentically striving for pure and effective solutions.
Expectations for 2025 also encompass several significant health trends. Firstly, "Gut Health" is becoming pivotal, with probiotics and prebiotic products leading the charge to bolster immunity. Secondly, there's growing interest around "Epigenetics," where consumers aim to adjust lifestyle choices based on genetic predispositions.
Meanwhile, the "Immune System" continues to gain traction, evidenced by heightened interest in tools to analyze NK Cells, enhancing individualized health insights. Not far behind, the concept of "Functional Wellness" will see nutritional supplements integrated seamlessly for energy and performance enhancement.
Finally, the coming era is marked by "Personalized Wellness," leveraging technology like AI and IoT to curate custom health content directly based on personal health history and genetics.
Dr. Kobkulya Chueprasertsri, Director of the Premier Life Center at Phyathai 2 Hospital, posits this future direction aptly: "Health care should not wait until sickness arises. It’s about preventing issues through regular check-ups and favorable lifestyle adjustments. Eating healthily, staying active, and ensuring adequate rest will contribute to longevity and wellness."
Overall, these trends not only resonate with the newly conscious consumer but also enable sustainable health improvement across Thailand. Through this transition as emphasized by brands like Watsons, the emphasis on well-being over appearance redefines what it means to be healthy and beautiful.
These findings offer insight for both consumers and brands as they prepare for what’s to come. Watsons reassures, "We are committed to continue innovatively developing health and beauty products suited to modern lifestyles, facilitating easier access to sustainable health solutions for all. This isn’t merely future speculation; it’s our foreseeable reality!"
With these holistic trends surfacing, the Thai market is poised for remarkable evolution, prompting both brands and consumers to adapt swiftly and purposefully, if they wish to thrive.
