Health and wellness (HW) packaged food and beverages sales continue to rise due to growing consumer health awareness. Government promotional campaigns and regulations created a stronger wave of awareness of health issues among Thai consumers over the review period. Thais are becoming more aware of the benefits of a healthier diet, especially reducing fat and sugar intake along with regular exercise. Players saw opportunities in growing demand for HW products and are more active in terms of innovation and new product launches, which benefited sales in 2015.