A taxonomy of fitness supplements and the right business model for the Thai market

The fitness supplement market has seen significant growth worldwide, driven by increased consumer interest in health and wellness and expanded product offerings. In Thailand, however, this market is still relatively underdeveloped, with a limited range of locally produced supplements and a reliance on imports. This study aims to explore the Thai fitness supplement market by developing a taxonomy of supplements and evaluating the most suitable business model attributes and strategies for market entry and expansion.Through a comprehensive analysis, this research categorizes popular fitness supplements, examines current market demands and consumer preferences in Thailand, and makes informed recommendations for how to tailor a business model to meet these demands.The findings of this study will provide valuable insights for entrepreneurs, investors, and retailers looking to enter the Thai fitness supplement market, helping to bridge the gap between global trends and local market dynamics within Thailand.