Market Overview: The dietary supplement industry in Thailand in 2024 is valued at approximately 85,637.7 million THB, with an average annual growth rate of 7.5%. The market structure is primarily driven by domestic consumption (88%). Imports of dietary supplements exceed exports (Imports account for ~11% while Exports are ~1%). There are 26,243 active operators in the industry; however, only approximately 4.87% are contract manufacturers (OEM and ODM). Herbal-based products account for roughly 46% of the market value, reflecting the sustained health-conscious trend following the COVID-19 pandemic and Thailand’s full transition into an aging society.

          Market Trends (2026–2027): The total market is forecast to grow by an average of 5% per year, driven by the health maintenance demands of domestic consumers, particularly the 50+ age group. For herbal-based products (standardized), it is expected to grow 8–10%/year while for natural vitamins/senior nutrition, it is expected to grow 4–6%/year (facing high foreign competition). Key growth drivers include "Prevention over Cure" behavior, the aging society structure, and manufacturing innovations (e.g., encapsulation, sustained-release, bioavailability). Meanwhile, risks from global supply chains and currency fluctuations require close monitoring.

          Practical Recommendations: Policymakers should accelerate the development of labeling/nutrition testing systems and monitor advertising claims from the upstream stage. Push for Omni-channel connectivity linking Pharmacies, E-commerce, and Wellness Tourism. Operators should focus on innovative formulas supported by scientific evidence, building brands based on Quality-Standards-Research, and expanding into foreign markets through trade shows, business matching, and cooperation with the government and research institutes.