Thailand baby formula sales are projected to rise to USD 1,015.4 million by 2030, implying a modest compound annual growth rate of 1.8%. Overall retail value and volume performance has remained relatively stable, but expansion is increasingly constrained by structural headwinds. A persistently low birth rate, shrinking family sizes and ongoing economic uncertainty, compounded by inflationary pressures, are narrowing the potential consumer base. In parallel, the government’s strong promotion of breastfeeding—including strict limits on formula marketing and prohibitions on medical professionals distributing samples or actively recommending formula—has weighed on demand for standard baby formula, reinforcing its positioning as a supplement rather than a substitute for breast milk.
Despite these constraints, consumption patterns are evolving. Working mothers, particularly in lower- and middle-income households, continue to rely on formula to enable timely feeding, sustaining baseline demand for more affordable products. At the same time, rising health awareness among younger parents is reshaping the market mix. Greater scrutiny of labels and ingredient transparency is driving a shift away from perceived allergens and toward organic and nutritionally fortified formulas. Products enriched with Omega 3 and 6, calcium, iron, DHA, ARA, choline and taurine—positioned around brain, skeletal and immune development—are gaining traction, supporting a clear premiumisation trend alongside the persistence of value-oriented offerings.
Convenience is another important differentiator. Ready-to-eat and easy-to-prepare baby foods are among the most dynamic areas, reflecting the needs of time-constrained urban parents seeking to balance work and childcare. Demand is increasingly focused on portable formats and products made with high-quality ingredients and clean-label positioning. In distribution, modern retail channels such as hypermarkets and supermarkets remain the preferred choice, benefiting from concentrated shelf space, promotional activity and the appeal of one-stop shopping in urban areas. E-commerce, however, is recording the fastest growth, supported by home delivery convenience and lower barriers to entry for emerging brands.
Looking ahead, baby formula volumes are expected to edge up only marginally, if at all, with value growth gradually slowing as demographic pressures persist. Premiumisation is set to remain the primary lever for sustaining value, as parents continue to prioritise convenience, nutrition and safety. To remain competitive, brands will need to adapt closely to the breastfeeding-focused policy environment, differentiating through clearly defined functional benefits and transparent labelling while reinforcing formula’s complementary role. Emphasis on organic credentials, clean labels and locally sourced ingredients is likely to resonate particularly with Generation Z parents, helping to sustain selective growth opportunities for functional, convenience-led and premium formulas despite a challenging demographic and regulatory backdrop.
With the latest figures updated in 2025, this report delivers a clear snapshot of the baby formula market in Thailand. Covering a ten-year horizon from 2020 to 2030, it serves as a critical resource for identifying investment trends, assessing market entry points, and tracking structural shifts in demand.
What’s Inside the Report
Annual market size figures expressed in (Tons/THB/USD), spanning 2020 to 2030. The dataset includes both historical actuals and forecasts, along with CAGR calculations for historical and projected periods.
Market Segmentation
The Thailand baby formula market is classified into the following segments:
Product type – e.g., standard infant formula, follow-up formula, growing-up formula, special formulas
Form – e.g., liquid, powder
Packaging type – e.g., carton bottles, flexible packaging, metal cans and bottles, paper containers, plastic bottles
Distribution channel – e.g., convenience stores, e-commerce, hypermarkets, small grocery stores, supermarkets, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Alongside sizing and segmentation data, the report includes market share breakdowns for primary players in the baby formula market in Thailand, highlighting dominant firms and brand-level movements. Companies profiled include: Abbott Laboratories, Danone S.A., Nestle S.A., Reckitt Benckiser Group plc (RB), Royal FrieslandCampina N.V., etc.
This report provides market share data for leading players in the overall baby formula market, as well as in key segments including infant formula, standard infant formula, follow-up formula and growing-up formula.
Market share analysis covered in the report:
Thailand infant formula market share
Thailand standard infant formula market share
Thailand follow-up formula market share
Thailand growing-up formula market share
Why Choose This Report?
Designed as a concise yet in-depth data snapshot, this publication is tailored for professionals seeking accurate, timely, and actionable quantitative insights. Whether you’re a market entrant, investor, or established player, the report is built to support robust business decisions with confidence.
Request a redacted sample to preview the data structure and presentation quality before purchase.
Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Thailand Baby Formula Market – Product Type Analysis
Thailand Baby Formula Market – Form Analysis
Thailand Baby Formula Market – Packaging Type Analysis
Thailand Baby Formula Market – Distribution Channel Analysis
Company Shares Analysis
Abbott Laboratories
Danone S.A.
Nestle S.A.
Reckitt Benckiser Group plc (RB)
Royal FrieslandCampina N.V.
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Thailand Baby Formula Market 2020-2030
Chart Thailand Baby Formula Market, Net Growth, 2020-2030
Chart Thailand Baby Formula Market, Growth Rates, 2020-2030
Table Thailand Baby Formula Market by Product Type, 2020-2030
Chart Thailand Baby Formula Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Thailand Baby Formula Market by Product Type, 2020-2030
Table Thailand Baby Formula Market by Form, 2020-2030
Chart Thailand Baby Formula Market by Form, CAGR Historic and Forecast, 2020-2030
Chart Thailand Baby Formula Market by Form, 2020-2030
Table Thailand Baby Formula Market by Packaging Type, 2020-2030
Chart Thailand Baby Formula Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Thailand Baby Formula Market by Packaging Type, 2020-2030
Table Thailand Baby Formula Market by Distribution Channel, 2020-2030
Chart Thailand Baby Formula Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Thailand Baby Formula Market by Distribution Channel, 2020-2030
Table Thailand Baby Formula Market Share (%), by Companies, 2020-2025
Chart Thailand Baby Formula Market, by Companies, 2025
Table Thailand Baby Formula Market Share (%), by Brands, 2020-2025
Chart Thailand Baby Formula Market, by Brands, 2025
Table Thailand – Population (Millions) and Forecast
Table Thailand – Consumer Price Index (CPI) and Forecast
Table Thailand – Gross Domestic Product and Forecast
Table Thailand Baby Formula Market: Spend as a Proportion of GDP (%)
Table Thailand Baby Formula Market: Consumption per Capita (Population)