Thailand Probiotic Drinks Market - 2024-2027

Overview

The Thailand probiotic drinks market recorded a value of US$ 434.12 million in 2023 and is expected to reach a value of US$ 568.01 million in 2027, growing at a CAGR of 7.07% during the forecast period (2024-2027).

The market is witnessing significant product diversification, with brands introducing a wide range of probiotic drinks to cater to diverse consumer preferences. This includes the development of new flavors, formulations, and functional ingredients that appeal to different taste profiles and dietary needs. There is a growing interest in plant-based and dairy-free probiotic options, as well as beverages that combine probiotics with other health-enhancing ingredients like vitamins and minerals.

Sustainability is becoming an important trend in the Thailand probiotic drinks market, as consumers increasingly prioritize environmentally friendly products. Brands are responding by adopting sustainable practices, such as using eco-friendly packaging, sourcing natural and organic ingredients, and reducing their carbon footprint. This trend aligns with consumer values and also enhances brand reputation and loyalty, driving market growth.

The primary trend in the Thailand probiotic drinks market is the growing health consciousness among consumers. As people become more aware of the importance of gut health and overall wellness, there is a rising demand for functional beverages that offer specific health benefits. Probiotic drinks are gaining popularity as they are perceived to support digestion, boost immunity, and promote general health.

For instance, on August 7, 2024, The Thai government launched new labeling regulations for pre-packaged food products, aimed at enhancing information clarity for consumers. These regulations also require the inclusion of detailed manufacturer information on all packaging. Scope

Drivers

Strong Tourism Industry

The strong tourism industry in Thailand is a major driver of the probiotic drinks market, as the influx of international visitors creates a robust demand for health-oriented beverages. This trend is significantly influencing the market by expanding consumer awareness and encouraging product innovation to cater to diverse preferences.

Tourists seeking to maintain their health routines while traveling are increasingly drawn to functional drinks that support digestion and overall well-being. This growing demand from health-conscious travellers boosts the visibility and popularity of probiotic drinks, encouraging more local retailers and hospitality businesses to stock these products, thereby expanding their availability and accessibility.

The thriving tourism industry also facilitates the market's growth by encouraging strategic partnerships and collaborations between local businesses and international brands. These collaborations often result in innovative marketing campaigns that highlight the benefits of probiotic drinks, targeting tourists through various channels, including airports, hotels, and popular tourist spots.

Manufacturers and brands are developing new flavors and formulations that appeal to both local consumers and tourists, who are familiar with different types of probiotic drinks from their home countries. This diversity in product offerings helps capture a broader market segment and reinforces Thailand's reputation as a destination for health and wellness products. For instance, in September 2020, QminC launched its probiotic drink featuring a curcumin formulation. This innovative beverage contains nano-sized curcumin extract encased in liposomes, enhancing the body's absorption of curcumin.

Continuous Innovations in Probiotic Drinks

Digital marketing campaigns, influencer partnerships, and interactive content help raise awareness and drive consumer interest in innovative probiotic products. This digital presence allows brands to reach a larger audience and build strong relationships with their customers.

Manufacturers are leveraging advancements in technology and research to develop innovative products that offer unique health benefits and improved taste profiles. Innovations such as new probiotic strains, enhanced formulations, and the addition of functional ingredients like vitamins, minerals, and plant extracts are creating beverages that not only support digestive health but also provide additional health advantages. These innovative products are capturing consumer interest and encouraging more people to incorporate probiotic drinks into their daily routines.

For instance, on September 25, 2023, Yakult Thailand is offering a unique probiotic yogurt drink that Thais have been enjoying for over 50 years. The company developed the Lactobacillus casei Shirota strain of bacteria to enhance gut health and promote regular bowel habits. In 2015, the president took over Yakult Thailand from her father, who pioneered the drink's introduction to the Thai market.

Restraints

Limited Awareness about Probiotic Drinks

Limited awareness about probiotic drinks is a significant restraint on the Thailand probiotic drinks market, affecting both consumer adoption and market growth. This lack of awareness impacts the market by limiting the potential customer base and slowing the overall acceptance of probiotic beverages as part of a healthy lifestyle.

Consumers are still unfamiliar with the specific health benefits associated with probiotics, such as improved digestion, enhanced immune function, and better gut health. This gap in understanding means that consumers are less likely to seek out or purchase probiotic drinks, opting instead for more traditional or well-known beverage options. As a result, the market faces challenges in expanding its reach and gaining widespread consumer acceptance.

The limited awareness of probiotic drinks often leads to misconceptions or skepticism about their efficacy. Some consumers may question the effectiveness of probiotics or be unaware of the scientific evidence supporting their health benefits. This skepticism can hinder the market's growth, as potential customers may be reluctant to try products they do not fully understand or trust.

Segment Analysis

The Thailand probiotic drinks market is segmented based on type, ingredient, application, age, and distribution channel.

Growing Demand for Kombucha in Thailand

The demand for kombucha in Thailand's probiotic drinks market has seen consistent growth, largely due to heightened consumer interest in health and wellness. As a fermented tea rich in probiotics, kombucha aligns well with the growing preference for functional beverages that offer more than just basic hydration. Health-conscious consumers, particularly in urban areas, are increasingly drawn to kombucha for its potential benefits in supporting gut health, digestion, and immunity.

Younger demographics, especially millennials and Gen Z, are at the forefront of the growing demand for kombucha in Thailand. These groups are more open to trying new health-focused products and are heavily influenced by global wellness trends. A 2023 survey revealed that 45% of Thai consumers who purchase probiotic drinks prefer kombucha over other types of probiotic beverages.

Additionally, the expanding availability of kombucha through e-commerce, health food stores, and supermarkets has made it more accessible to a wider audience. This increased accessibility, along with rising disposable incomes and a shift towards healthier lifestyle choices, has cemented kombucha's role as a key player in Thailand's probiotic drinks market.

Sustainability Analysis

The sustainability analysis of Thailand's probiotic drinks market highlights a strong alignment with global trends towards environmental awareness and ethical consumerism. As consumers increasingly prioritize products that are not only healthy but also environmentally responsible, companies in Thailand are responding by integrating sustainable practices throughout their production, packaging, and distribution processes.

Many brands are transitioning to eco-friendly packaging materials, such as biodegradable or recyclable bottles, to minimize their environmental footprint. This movement is bolstered by Thai government policies aimed at reducing plastic waste and promoting sustainable development. A 2023 report found that over 60% of Thai consumers are willing to pay more for products that are environmentally sustainable, underscoring the growing influence of sustainability in consumer choices.

Unmet Needs

The Thailand probiotic drinks market, while expanding, still has significant unmet needs, particularly in catering to specific dietary requirements such as lactose-free or low-sugar options. As consumer awareness of health and dietary restrictions increases, there is a growing demand for probiotic beverages that align with these preferences. However, as of 2023, only about 20% of the available products in the market meet these specific needs, leaving a large segment of consumers underserved.

Additionally, the market lacks innovation in product variety and flavor profiles. Traditional flavors dominate, but there's a noticeable gap in locally-inspired flavors that could appeal to Thai tastes. Furthermore, there is a rising demand for probiotic drinks that offer additional functional benefits, such as energy enhancement or skin health. A 2023 survey found that 35% of Thai consumers would be more likely to purchase probiotic drinks if they provided extra health benefits beyond gut health, highlighting a key opportunity for market growth.

Competitive Landscape

The major global players in the market include Thai Coconut Public Company Limited, One Stop Dairy Products Co., Ltd., Sunrise Dairy Limited, Butterfly Organic, Dutch Mill Co., Ltd., Bunny Turtle Ferments and Dairy Home Co., Ltd.

By Type

Drinkable Yogurt

Kombucha

Kefir

Tepache

Others

By Ingredient

Lactobacillus

Streptococcus

Bifidobacterium

Others

By Application

Gastrointestinal Health

Gut Microbiota/Microbiome Balance

Digestion

Constipation

Bloating

Diarrhea

Leaky Gut

Inflammation

Immune System

Others

Gluten sensitivity

Abdominal Pain

GERD/Helicobacter pylori

Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment

Gut Flora/Gut Microbiome Restoration

Others

Vaginal Health

Urinary Tract Health

Kidney Stones

UTIs

Others

Oral Health

Anti/Healthy Ageing

Allergies/Asthma

Bone & Joint Health

Osteoarthritis

Osteoporosis/Low Mineral Bone Density

Inflammation

Brain/Mental Health

Sleep

Cognition

Mood

Depression

Focus

Cardiovascular Health

Circulation

Energy/Fatigue Reduction

Metabolic Syndrome/Blood Glucose

Liver Health

Energy

Immunity/Respiratory Infections

Nutrient Absorption

Skin-Hair-Nails

Atopic Dermatitis & Eczema

Acne

Rosacea

Hair Growth/Hair Loss

Skin Microbiome

Others

Sports

Women's Health

Fertility

Menopause

Pregnancy

Pcos

Vaginal Health & Health Vaginal Microbiome

Vaginal Infections (Bv/Vvc)

Pregnancy Outcomes

Others

Men's Health & Men's Fertility

Weight Management

Pediatric Health

Colic

Constipation

Regurgitation

Atopic Dermatitis

Others

Others

By Age

Infant

Children

Adults

Seniors

By Distribution Channels

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Other Distribution Channels

Key Developments

On July 6, 2022, A team of researchers from the Chula Faculty of Science, in collaboration with the Faculty of Medicine at Khon Kaen University, launched the "Jelly Nata Probiotics" jelly drink. This innovative product, made from pineapple, aims to enhance the mental well-being of the elderly while also adding value to pineapples and addressing the issue of pineapple oversupply.

In September 2020, QminC launched its probiotic drink featuring a curcumin formulation. This innovative beverage contains nano-sized curcumin extract encased in liposomes, enhancing the body's absorption of curcumin.

Why Purchase the Report?

To visualize the Thailand probiotic drinks market segmentation based on ingredient, type, application, age, and distribution channel, as well as understand key commercial assets and players.

Identify commercial opportunities by analyzing trends and co-development.

Excel data sheet with numerous data points of Thailand probiotic drinks market-level with all segments.

PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.

Product mapping available as excel consisting of key products of all the major players.

The Thailand probiotic drinks report would provide approximately 36 tables, 57 figures and 224 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies