PwC: 80% of Thai consumers buy health-focused food and drinks while safety concerns reach 91% - newswit

Eighty per cent of Thai consumers purchased health-focused food and beverages in the past 12 months—more than double the global average of 35%—according to new research from PwC Thailand.

Yet health claims alone may no longer be enough to win consumer trust. The survey found that 91% are concerned about chemicals and pesticide residues in food, highlighting growing demand for transparency on safety, sourcing and proven value—and increasing competitive pressure across the food, health and technology sectors.

PwC's Thailand Voice of the Consumer Survey 2026: The Rise of Everyday Health, based on responses from 501 Thai consumers, found that 80% have purchased speciality health food and beverages in the past 12 months, significantly higher than the global average of 35%. In addition, 71% had purchased vitamins, minerals or dietary supplements, while 33% had purchased fitness equipment. The survey also found that 80% were willing to pay more for wearable health monitoring devices if the data were reliable and could be used for medical purposes.

Together, the findings show health and wellness expanding beyond treatment towards continuous spending on prevention, spanning food, nutrition, fitness and technology.

Sanicha Akarakittilap, Health Industries Leader, PwC Thailand, said: "The findings point to a structural shift in Thai consumer behaviour. Health is no longer prioritised only when people are unwell; it is becoming part of everyday choices and spending, from food and vitamins to fitness and health technology. Businesses will need to move beyond competing on products alone and deliver trusted solutions that help consumers achieve their health goals."

The survey also found that 79% of Thai consumers regularly take vitamins, minerals or dietary supplements. Many expect to increase their consumption of fresh fruit and vegetables (68%), vitamins and supplements (49%) and dairy products (44%).

The pattern suggests that consumers are building broader health routines rather than relying on a single product. This creates opportunities for businesses to connect food, nutrition, services and health data across the consumer wellbeing journey.

Consumers are also focused on a wider range of health outcomes. Living longer and improving overall health (49%), reducing stress and supporting mental wellbeing (49%), and enhancing cognitive performance and concentration (45%) rank among their leading priorities.

This broader definition of health opens opportunities for products and services addressing longevity, mental wellbeing, cognitive performance and overall quality of life.

Safety and transparency become purchase imperatives

Safety concerns extend beyond chemicals and pesticide residues. Environmental pollution also worries 91% of respondents, while 87% are concerned about ultra-processed foods and 77% about microplastics.

The scale of concern makes food safety a mainstream expectation rather than a niche issue. Consumers are increasingly scrutinising ingredient sourcing, product composition, manufacturing processes and the evidence behind health claims. Clean-label, minimally processed and organic products are therefore becoming important drivers of trust and long-term competitiveness—not simply premium options.

AI moves towards a more active role in personal health

AI is already part of many consumers' health journeys. The survey found that 63% of Thai consumers have used AI for health and wellness information or advice, while 85% would be comfortable using it to support at least one aspect of health management, including exercise planning, nutrition guidance or predicting potential health issues.

The findings suggest that AI is moving beyond an information resource towards a more proactive role in personalised health management. This creates opportunities for services combining data, monitoring and recommendations, but adoption will depend on trust. Strong data privacy, security, reliable advice and appropriate links to healthcare professionals will be critical.

"Thailand's health and wellness market presents significant growth opportunities, but consumers are becoming more discerning. They want personalised experiences alongside transparency, data security and demonstrable value. The organisations best positioned for growth will be those that turn innovation into trusted health outcomes and build long-term consumer confidence," Sanicha said.