Thailand’s latest health and longevity trend is reshaping daily routines, with mo­re people prioritising holistic wellbeing, regular exercise and mindful self-care.

The growing health and longevity movement is no longer just a passing trend. It has evolved into a core lifestyle behaviour for modern Thai consumers.

According to Watsons Thailand’s Customer Trend Survey (late 2025), based on responses from over 4,000 members, Thais increasingly see health as a long-term investment that pays off in quality of life — not merely an expense to fix immediate problems.

The survey found that Thai consumers are prioritising a more holistic approach to wellness — integrating physical health, mental wellbeing and lifestyle habits. Over 72pc said they value health as much as, or more than, beauty, reflecting the belief that “true beauty starts from inner balance.”

Gone are the days when buying health products was seen as indulgent. Today, self-care spending is viewed as a long-term asset. Many now allocate a fixed “wellness budget” each month — just like dining or entertainment.

Over half of respondents set aside 1,000–3,000 baht per month, while one in four spends more than 3,000 baht. This marks a major shift in priorities: health is not just a trend, but a new spending essential — an investment in lifelong wellbeing.

The Garmin Connect Data Report 2025 showed an 8pc year-on-year increase in recorded fitness activities worldwide. The top five most popular sports were running, walking, cycling, strength training and cardio workouts.

Published in Dawn, January 26th, 2026