Thais are investing seriously in health care; Watson reveals new behaviors. "Monthly health budget" It has become a new money management discipline. Spending on health products and services is no longer seen as a luxury but as a long-term investment in oneself that yields future returns in quality of life, physical health, and mental well-being.
Watson, a leading health and beauty retailer in Thailand, disclosed survey results from more than 4,000 members in the last quarter of 2025, finding that the Health Longevity trend is becoming a "new lifestyle" for Thais through three key changes: investing in health, comprehensive care, and sustainable anti-aging.
The survey reflects that Thais increasingly view health holistically—body, mind, and lifestyle—collectively called “good health.” Over 72% consider health to be as important as or more important than external beauty, indicating a shift from focusing solely on outward appearance to balanced inner and outer beauty.
When delving into specific areas people want to care for, health goals spread across all dimensions.
These diverse figures indicate consumers no longer address issues superficially as in the past but now maintain consistent, deeper health care as part of daily lifestyle.
A key finding from Watson’s survey is that Thai consumers now set monthly health budgets as regular expenses, similar to buying essentials, watching movies, or online shopping. Spending on health care has become a new priority for Thai consumers who see self-care as a long-term "life profit."
The survey shows that more than half of respondents allocate 1,000-3,000 baht monthly for health care, while one in four spend over 3,000 baht monthly on health products, vitamins, supplements, and comprehensive self-care items.
Another prominent trend is the rise of "anti-aging" skin care, replacing the former emphasis on whitening. Consumers focus on strong, sustainably beautiful skin, leading to changes in skincare choices. The most popular ingredients include:
This data shows consumers are more informed and choose products that truly address their skin concerns rather than following trends. Moreover, anti-aging behaviors indicate a preference for daily self-care over shortcuts or procedures, including:
According to Watson’s survey, health trends are becoming core behaviors among modern Thais, encompassing holistic health care, willingness to invest in health, and sustainable anti-aging through everyday practices. This aligns with the growth of health-related activities today. Health Longevity presents significant opportunities for businesses in skincare, fitness, wellness, food, cafes, tourism, and real estate. The health trend is expanding continuously and integrates into all aspects of life.
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