Despite the fact that ingredients was previously the key factor driving sales of health and wellness products, especially in fortified/functional and naturally healthy, the Thai market witnessed fewer new ingredients penetrating the market. The reason might be that there are many ingredients which are known to consumers, and too much information, which might be the reason for the slower introduction of developments at the moment.
whilst the trend of new ingredients was slower, as consumers were getting saturated with information, products were more segmented in order to stimulate sales further. Also, new concepts were being introduced through for example, new segmentation by gender, age, and so on.
Over the forecast period it is expected that consumers will become more sophisticated. Information available both online and offline will make them aware of products and ingredients. There are expected to be more discussions and word of mouth regarding the benefits of products. Players must look to communicate with consumers 360 degrees, and find ways to make them feel excited and interested, to encourage them to try or continue to consume products. Brands need to be constantly changed or refreshed in order to find new perspectives for consumers.