Thailand Postbiotics Food Supplements Market - 2024-2027

Overview

The Thailand Postbiotic Food Supplement market recorded a value of US$ 58.50 thousand in 2023 and is expected to reach a value of US$ 92.43 thousand in 2027, growing at a CAGR of 12.3% during the forecast period (2024-2027).

Thailand's population is becoming more health-conscious, driven by rising awareness of the importance of a balanced diet and the role of the gut microbiome in overall health. As Thai consumers become more informed about the connection between gut health and immune function, digestion, and even mental well-being, there is a growing interest in products that support the gut microbiome. This has traditionally centered on probiotics and prebiotics, but postbiotics are beginning to enter the conversation as an innovative and complementary solution.

Despite the positive trends, the market faces significant challenges, particularly in terms of consumer awareness and product availability. Many Thai consumers are still unfamiliar with the concept of postbiotics, and there is often confusion between probiotics, prebiotics, and postbiotics. This lack of understanding can hinder market growth, as consumers may be reluctant to try products they do not fully understand.

The potential for market growth is significant, particularly as urbanization and digitalization continue to reshape consumer behavior in Thailand. Urban consumers, who are often more exposed to global health trends and have higher disposable incomes, are likely to drive the demand for postbiotic supplements. Moreover, the expansion of online retail platforms offers an opportunity to overcome some of the challenges related to product availability.

The regulatory environment in Thailand also plays a crucial role in shaping the postbiotic supplement market. As the Thai government and relevant health authorities continue to develop and enforce regulations related to health supplements, ensuring product safety and efficacy will be key to building consumer trust.

Drivers

Rising Aging Population

The aging population in Thailand is increasingly focused on preventive healthcare, a trend driven by the desire to maintain independence and quality of life in later years. Older adults are more likely to invest in supplements that can help prevent or manage chronic conditions before they become severe. Postbiotics, with their potential benefits in reducing inflammation, enhancing immune response, and improving overall gut health, align well with this preventive approach.

Additionally, the economic impact of an aging population also supports market growth. As the elderly demographic in Thailand continues to grow, so does the market for products and services tailored to their needs. The increased purchasing power of this group, often supported by pensions or savings, enables them to spend more on health and wellness products, including postbiotics.

Thus, rise of aging population helps to boost the market growth. For instance, according to Thai government, estimated that, by 2020, more than 700,000 older people needed long-term care. By 2024, 2.78 million older people will be dependent and need long-term care: 60% will have low dependency, 30% moderate dependency, and 10% high dependency. By 2040, more than 20 million people or 33% of the total population will be 60 years old or above. Thus, the increasing aging population in Thailand is a significant driver of the postbiotic food supplement market.

The growth of online retail platforms

Online retail platforms have made it significantly easier for consumers to access a wide range of postbiotic supplements, regardless of their location. This is particularly important in a country like Thailand, where not all regions have easy access to specialized health stores or pharmacies that stock these products. With online shopping, consumers can browse and purchase postbiotic supplements from the comfort of their homes, a convenience that is especially appealing to busy professionals or elderly individuals with mobility issues.

Moreover, online platforms facilitate repeat purchases through features like one-click reordering or subscription services. This convenience is a significant advantage for postbiotic supplements, which are often consumed daily. Consumers can set up automatic deliveries of their chosen supplements, ensuring they never run out and maintaining consistent use, which is important for long-term health benefits. For instance, a consumer who regularly takes a postbiotic supplement to manage digestive issues can subscribe to a monthly delivery service, providing continuous supply and convenience. This model not only enhances customer loyalty but also drives steady market demand.

Thus, growth of online retail platforms helps to boost the market growth. For instance, The value of Thailand's e-commerce market is 980 billion baht, or US$28 billion, the second largest in Southeast Asia after Indonesia. In Southeast Asia, marketplaces accounted for 55% of the total e-commerce market, while social commerce accounts for 28%, TikTok 9%, grocery quick commerce 11%, and e-tailers and e-commerce websites by product brand owners at 6%.

The growth of online retail platforms in Thailand has significantly boosted the postbiotic food supplement market by enhancing accessibility, offering greater product variety, enabling competitive pricing, and fostering consumer trust.

Restraints

Lack of consumer awareness

One of the primary challenges is that many consumers are still unfamiliar with what postbiotics are and how they differ from probiotics and prebiotics. While probiotics (live beneficial bacteria) and prebiotics (food for these bacteria) are relatively well-known, postbiotics-non-living byproducts of probiotic activity-remain a lesser-known concept.

This lack of understanding makes it difficult for consumers to appreciate the potential health benefits of postbiotics, such as improved gut health, enhanced immune function, and reduced inflammation. For instance, a health-conscious consumer might overlook postbiotic supplements simply because they don't fully understand what they are or how they can complement their existing supplement regimen, opting instead for the more familiar probiotics or prebiotics.

Additionally, another factor contributing to the lack of consumer awareness is the low visibility of postbiotic supplements in retail and online markets. Compared to the more established categories of probiotics and prebiotics, postbiotic products are often less prominently displayed or marketed. This can lead to consumers not even encountering these products during their shopping experience.

The lack of consumer awareness is a major restraint on the growth of the postbiotic supplement market. Without widespread understanding of what postbiotics are and how they can benefit health, consumers are less likely to adopt these supplements, leading to slower market growth. Effective communication, education, and endorsement from health professionals are crucial to overcoming this barrier and unlocking the full potential of the postbiotic market.

Segment Analysis

The Thailand postbiotic food supplement market is segmented based on product, application, distribution channel, and type.

Rising Demand for Natural and Gut-Friendly Products

In Thailand, the postbiotics market is witnessing significant growth, with digestive health emerging as a dominant application segment. Postbiotics, which are bioactive compounds produced by gut microbiota during fermentation, have gained popularity due to their scientifically backed benefits for digestive health, including enhancing gut barrier function, reducing inflammation, and supporting immune health.

This rising demand is driven by lifestyle changes, increased stress, poor dietary habits, and the widespread use of antibiotics, all of which contribute to digestive disorders among the Thai population. As a result, there is a growing interest in products that can support digestive health, creating a significant opportunity for the postbiotics market.

Sustainability Analysis

The sustainability analysis of the postbiotics market in Thailand reveals a growing alignment with eco-friendly and health-conscious consumer trends. Postbiotics, known for their stability and bioactivity without requiring live microorganisms, offer several sustainability advantages over traditional probiotics, which often require refrigeration and have limited shelf life. This inherent stability reduces the energy consumption associated with storage and transportation, making postbiotics a more sustainable choice.

Additionally, the production of postbiotics involves controlled fermentation processes that can be optimized to minimize waste, water usage, and carbon emissions, aligning well with Thailand's broader goals of promoting sustainable food and supplement industries.

The market's focus on sustainability is further supported by the increasing preference for natural and clean-label products among Thai consumers, who are becoming more conscious of environmental impacts and the sourcing of ingredients. Manufacturers are responding by investing in sustainable production practices, such as using renewable raw materials, reducing the reliance on chemical preservatives, and adopting greener manufacturing processes.

Unmet Needs

Currently, the availability of postbiotic supplements is limited, both in physical retail outlets and online platforms across Thailand. This limited distribution hinders consumer access and slows market penetration. To meet this unmet need, brands should focus on expanding their distribution networks. This means increasing the presence of postbiotics in pharmacies, health food stores, and mainstream supermarkets, as well as enhancing their availability on e-commerce platforms.

The market for postbiotics in Thailand is also characterized by a limited range of product formulations. Most available postbiotics are generic and do not cater to specific health concerns or consumer preferences. There is a significant opportunity to develop a wider variety of products that address different health needs, such as immune support, digestive health, or stress management.

Current marketing strategies for postbiotics are often insufficient in communicating the unique benefits of these supplements. To address this, brands need to adopt more effective marketing techniques that clearly articulate the advantages of postbiotics. This includes targeted advertising, educational content, and influencer partnerships.

Competitive Landscape

The major players in the market include SAND-M Global Co., Ltd. and The Na Thailand

By Product

Powder Postbiotics

Capsule/Tablet Postbiotics

Others

By Application

Digestive Health

Immune Support

Skin Health

Weight Management

Others

By Distribution Channel

Supermarkets/Hypermarkets

Pharmacies and Drug Stores

Convenience Stores

Online Retailers

Others

By Type

Short-Chain Fatty Acids

Tributyrin

Others

Why Purchase the Report?

To visualize the Thailand postbiotic food supplement market segmentation based on product, application, distribution channel, and type 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 postbiotic food supplement 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 postbiotic food supplement report would provide approximately 18 tables, 27 figures and 180 pages.

Target Audience 2024

Manufacturers/ Buyers

Industry Investors/Investment Bankers

Research Professionals

Emerging Companies