Thailand’s health and wellness glow-up at Vitafoods Asia 2026

Thailand is emerging as a prime market for Australia’s premium health and wellness products.

It’s part of a growing interest in complementary medicines, nutraceuticals and wellness products across Southeast Asia among a health-conscious middle class and an ageing population focused on preventative health.

To capture the opportunity, Austrade brought a dedicated complementary medicines and nutraceutical delegation to Vitafoods Asia in Bangkok for the first time.

Powered by the Accessing New Markets Initiative (ANMI) and delivered in partnership with Trade Diversification Network (TDN) member Complementary Medicines Australia, 40 representatives from 24 Australian companies connected with Thai and Southeast Asian businesses, buyers and partners.   

What’s driving Thailand’s health and wellness boom

Thailand is one of Southeast Asia’s most attractive health and wellness markets for Australian exporters.

Thai consumers are increasingly seeking premium, science-backed and trustworthy products, creating a clear opportunity for Australian companies with high-quality, evidence-based offerings.

The country’s dietary supplements sector is expected to grow from THB42.3 billion (approximately A$1.9 billion) in 2025 to THB60.8 billion (approximately A$2.7 billion) by 2030, according to Euromonitor. The growth is supported by rising consumer interest in immunity, healthy ageing, mental wellbeing, sleep health and overall wellness. 

Country Manager for Blackmores, Thailand Priti Halai says the company is seeing younger consumers seeking quality and convenience.

‘Thai consumers are increasingly changing ... from looking for a fix for [their] health and moving into precautionary health,’ Ms Halai says.

This presents an opportunity for Australian producers to reinforce safety and efficacy credentials. It’s also a chance for Australian companies to position new-generation products ahead of local competitors.

Trade and Investment Commissioner for Thailand and Laos Cameron Allan says the complementary medicine market in Thailand is expected to double by 2033.  

‘You have a growing middle class in Thailand, but also an ageing population,’ Allan says. 

‘A lot of older Thais are looking for ways to invest in their health and their longevity. We also see younger consumers [who are] social media-savvy and digital natives, who are investing in new trends to look after themselves.’

Twenty-four Australian health and wellness companies travelled to Vitafoods Asia to showcase their products and learn more about opportunities in the complementary medicines sector.

Vitafoods Asia: A vital opportunity for discovery 

Austrade and Complementary Medicines Australia worked together to equip Australian companies with a practical understanding of Thailand’s health and wellness sector.

The delegation took part in:

• market intelligence and consumer insight briefings 
• retail immersion visits 
• regulatory updates from the Thailand FDA. 

As the leading nutraceutical, dietary supplements and functional ingredients event in Asia, Vitafoods Asia exposed the delegation to over 13,000 industry professionals from across the global health and wellness value chain. 

Australian companies were recognised at the event, further raising the delegation’s profile:

• Australian life sciences company Longevity Life Sciences (LLS) was named Start-up of the Year at the 2026 NutraIngredients-Asia Awards during Vitafoods Asia, recognising its growing profile in Asia-Pacific nutrition and health.  
• Nature’s Care was a silver winner in the Better Stands category. The award recognises exhibitors that demonstrate a commitment to sustainable exhibiting through reusable and modular booth designs.  

Diversification in action

Australian exporters were able to test demand, explore distribution pathways and accelerate entry into Thailand at the event.

The delegation was only possible ‘because of the support we received through the Trade Diversification Network and the Accessing New Markets Initiative,’ says Complementary Medicines Australia CEO, John O’Doherty.

Thailand and Southeast Asia present enormous opportunity for Australian complementary medicines – both for companies already in the market and those looking to enter, says O’Doherty.

‘This is where ANMI and TDN support have really helped,’ he says. ‘Trade missions give smaller businesses the opportunity to learn about markets and understand consumer sentiments and demands. They can then decide whether moving into a particular market is the right move for them.

‘I think providing small companies this opportunity to learn has been invaluable. And we’re starting to see some exciting commercial outcomes come about because of these opportunities.’

Cameron Allan adds that Vitafoods Asia allowed delegates to benchmark Australia’s offering against competitors, observe emerging trends and engage regional decision-makers and buyers.  

‘You’ve got to come to market and understand how the trends are playing out,’ Allan says.

‘It’s essential to have a local partner that you trust, can work with closely, and build a brand together in the highly competitive complementary medicines sector.’

Find out more about exporting complementary medicines to Thailand.