Recent research reveals that the global dietary supplement market was valued at more than 6.8 trillion THB in 2024 and is projected to grow to over 14.4 trillion THB by 2033.
This reflects a strong shift in consumer behavior, showing that people are increasingly willing to invest in a healthier, stronger, and longer future. (Grand View Research, 2024)

So what are the key trends to watch?
Here are 4 major trends that will reshape consumer behavior and create new market opportunities in 2025.

1. Nourishment — Nutrition for Long-Term Health

Consumers today aren’t just looking for food that satisfies hunger—they want nutrient-dense choices that support health and prevent disease.

• Functional foods, such as probiotic yogurts, vitamin-infused drinks, and healthy snacks, are rapidly rising in popularity.
• Research-based supplements backed by scientific studies—such as sesamin, resveratrol, and curcumin—are increasingly seen as an “investment in long-term health.”
• Consumers also demand transparency, including clear sourcing, ingredients, and research evidence.

Marketing Direction:
Bring credibility through storytelling backed by scientific research and natural ingredient origins to build trust and deepen consumer connection.

2. Activity — Consistent Movement for Lifelong Wellness

Exercise is no longer just about appearance—it has become a lifestyle foundation for disease prevention and longevity.

• The movement trend “Movement is Medicine” is pushing activities like running, cycling, swimming, and even a daily 10,000-step goal into mainstream habits.
• The Fitness Tech market—including workout apps, live-stream exercise programs, and smartwatches—has grown to hundreds of billions of baht and continues to expand.
• Sports communities such as running clubs, yoga groups, and cycling teams have huge influence, as consumers today crave inspiration and a like-minded community.

Marketing Direction:
Use community marketing, such as health challenges or “Run for Wellness” campaigns, to build belonging and strengthen engagement.

3. Mind & Body — Balancing Physical and Mental Health

In 2025, mental wellness has emerged as a core pillar of preventive health.

• Stress, anxiety, and poor sleep affect immunity and overall well-being, pushing consumers toward holistic solutions.
• Activities like yoga, meditation, breathwork, and digital detox are becoming increasingly common.
• Products that support emotional wellness—such as herbal teas, essential oils, and sleep-support supplements—are growing rapidly.

Marketing Direction:
Use emotional marketing centered around “balance,” “happiness,” and “restoration” to resonate deeply with consumers seeking peace and recovery.

4. Smart Care — Technology-Driven Health Management

Health technology is making self-care more convenient, precise, and personalized than ever.

• Wearable devices—smartwatches, smart rings, and portable monitors—are now personal health assistants.
• Health apps enable real-time tracking of sleep, stress, nutrition, and daily movement.
• The trend toward Personalized Health gives consumers the feeling of being understood and cared for based on their own body and lifestyle.

Marketing Direction:
Use messaging that highlights data-driven personalization, such as “health designed for your DNA” or “daily health insights tailored to you,” to differentiate in the market.

Conclusion: Health Is the Best Investment

In 2025, Preventive Health becomes the new normal.
The four major trends—Nourishment, Activity, Mind & Body, and Smart Care—are reshaping lifestyles and opening new opportunities for brands and marketers.

Key Takeaway for Marketers:
Modern consumers aren’t simply buying products—they’re buying a long-term, balanced, high-quality lifestyle.

“Good health begins today.”
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And don’t forget to share this with friends and family—because the journey to better health is one we should begin together.

Reference

• Grand View Research. (2024). Dietary Supplements Market Size, Share & Trends Analysis Report By Ingredient, By Form, By Application, By End-user, By Distribution Channel, By Region, And Segment Forecasts, 2024 – 2033.