According to Mintel’s ‘Weight Management Diets – Thai Consumer – 2024’ report, one in 4 (25%) Thais identified themselves as overweight or obese, with 11% considering themselves underweight. However, data from Thailand’s Ministry of Health in 2023 revealed an even more alarming findings – nearly half of the population faces overweight or obesity challenges, a trend projected to cost the nation 4.9% of its GDP.
Mintel’s research highlighted that to overcome this national challenge, brands can play a pivotal role in closing this gap by creating educational campaigns around healthy body weight and offering tailored weight management solutions based on gender, age, and activity level.
Motivations behind Weight Management
Mintel’s research showed that Thais are motivated by physical appearance (69%) over health (65%) when managing their weight. However, among Gen X, 76% prioritise healthy ageing and longevity, signalling a shift in focus from aesthetics to overall well-being.
The good news is that 74% of Thais express a desire to improve their weight, with younger women under 45 emerging as a key target audience for weight management brands.
According to Phurisa (Ploy) Phagudom, Food and Drink Analyst for Thailand at Mintel, “Thais are increasingly prioritising overall health and wellness over mere slimness. This shift reflects a growing interest in holistic approaches that combine balanced nutrition, regular exercise, and mental well-being.”
Barriers to Weight Management
Despite their aspirations, many Thais attribute their weight management struggles to insufficient exercise and the consumption of fatty foods, sugary snacks, and beverages. Among those taking weight control measures, 59% cited inadequate exercise as the primary obstacle. (See Chart 1.0 below)
Phagudom noted that this also presents an opportunity for brands to promote mindful nutrition and develop products or campaigns that support physical activity. The report identifies 2 key consumer segments for weight management products:
- Actives: Consumers who exercise regularly.
- Active Aspirants: Those who aspire to exercise more but currently don’t.
‘Actives’ and ‘Active Aspirants’ have distinct preferences when it comes to weight management products. Phagudom mentioned that ‘Actives’ present the greatest market potential for weight management VMS, while ‘Active Aspirants’ are more likely to engage with functional food and beverages.
Hot beverages lead the way
Globally, hot beverages like tea dominate weight management product launches, accounting for 12% of new products between August 2023 and July 2024, according to Mintel Global New Products Database. In Thailand, where non-alcoholic beverages are popular, there’s potential for other drink categories to innovate with formulations that promote satiety and fat-burning.
Ingredients such as stevia, pea protein, and chromium are gaining traction globally and can meet Thai consumers’ growing demand for healthier weight management solutions. (see Chart 2.0)
“Meal replacements are another avenue brands can explore. Highlighting their nutritional value and convenience can appeal to entry-level fitness enthusiasts and weight watchers. Experimenting with exotic flavours like tropical fruits could further enhance the category’s appeal,” added Phagudom.
Offering holistic nutrition
Thai consumers demonstrate diverse preferences in weight management foods, with over half opting for low-calorie, high-protein, plant-based, or minimally processed options. While functional “slimming” claims dominate (87%) weight management nutrition launches in Thailand in the last 3 years until June 2024, consumers don’t necessarily equate effective weight management with slimness. For example, changes in body composition like increased muscle mass and lower blood sugar level are far more meaningful.
“Brands can also focus on formulations that support digestion and satiety (or ‘feeling full’) to encourage mindful eating,” said Phagudom, adding that 43% of Thais believe consuming satiating foods is effective for weight management.
