According to Grand View Research, the global spa and wellness market was valued at an impressive US$161.57 billion in 2023 and is projected to grow at a robust compound annual growth rate (CAGR) of 13.2% from 2024 to 2030. This growth is largely driven by increasing tourism in Europe and Asia, with people seeking holistic spa and wellness experiences. For Thai aromatherapy businesses specializing in essential oils and spa products, this trend presents significant opportunities to expand their reach into overseas markets.
Thai aromatherapy offers numerous health benefits, including reducing anxiety and stress, improving circulation and providing effective pain relief. The use of essential oils in diffusers or massages also enhances mood and boosts the immune system, making Thai products highly appealing to wellness-conscious consumers.
According to World Integrated Trade Solution (WITS) data, Thailand exported over US$16 million worth of essential oil concentrates in 2022, with popular scents including orange and peppermint. The country’s cosmetics and skincare exports also saw a remarkable increase, reaching approximately US$3.38 billion in 2023, WITS figures indicate. This highlights the growing global demand for Thai products in the spa and wellness sector, which businesses can capitalize on.
Top global markets to consider for Thai aromatherapy
As demand for wellness products grows, Thai businesses can consider these key markets for exporting their essential oils and spa products.
1. Middle East
The Middle East offers lucrative opportunities for Thai wellness products, thanks to rising affluence and an increasing focus on health and self-care. The aromatherapy diffuser market, in particular, has seen significant growth, with many Arabian consumers turning to natural solutions for stress and anxiety relief.
Saudi Arabia, in particular, stands out as the top market for essential oils, according to statistics by the Observatory of Economic Complexity (OEC). The country imported a remarkable US$28.8 million in 2022, and Thailand now ranks as its fourth largest supplier and the second-fastest growing import market. Shipping to the United Arab Emirates will be profitable, with its booming luxury spa scene and a growing preference for "clean beauty" and natural fragrances. The number of five-star hotel spas in Dubai, notes Mordor Intelligence, has surged from 107 in 2017 to 157 in 2021, reflecting the region's increasing demand for premium wellness experiences.
2. North America
As a mature yet dynamic market, North America remains highly receptive to innovative wellness solutions, with a growing preference for natural ingredients and sustainable products. It is worth noting that aromatherapy is increasingly viewed as an alternative therapy for mental wellness in this market, a trend likely to continue as consumers seek natural ways to enhance their well-being. This presents a fertile ground for Thai businesses to introduce herbal remedies for massages, organic skincare and meditation products, aligning with North America's focus on holistic health and self-care.
The United States (US), holding the largest revenue share of 93.34% in 2023, has seen a surge in demand for essential oils used to treat anxiety, stress and depression, as reported by Grand View Research. This increased interest in natural remedies has led to a diverse import landscape, with the US sourcing essential oils from multiple countries. Canada, too, has experienced a rise in oil-based self-care practices, reflecting the region's broader wellness trends.
The popularity of spa visits in North America has also spiked, according to a report by Mordor Intelligence – there was nearly a 40% increase from 124 million in 2020 to 173 million in 2021. This surge has driven demand for aromatherapy diffusers, which are now seen as essential wellness tools in spas and homes alike.
3. Europe
The European essential oils market is projected to grow from US$1.89 billion in 2024 to US$2.42 billion by 2029, at a CAGR of 5.03%, according to Mordor Intelligence. This growth is fueled by increasing awareness of the benefits of aromatherapy for pain relief, cognitive function, brain stimulation and mood enhancement. Demand for essential oils like orange, lemon and eucalyptus is soaring, and supply is struggling to keep pace, offering Thai businesses an opportunity to fill this gap.
This trend is particularly notable in France, Germany, Austria and Switzerland, the European Union’s Ministry of Foreign Affairs points out. In these countries, aromatherapy is also often used in medical treatments, highlighting the therapeutic value of essential oils. The push towards healthy living and the integration of mental and physical well-being into daily routines are further driving the market. The United Kingdom and the Netherlands also show strong demand, primarily using aromatherapy as a cosmetic product.
4. Asia
A report by Data Bridge Market Research highlights the rising demand for organic products across Asia, fueled by key industries such as food and beverage, personal care, cosmetics and aromatherapy. The market is further boosted by regulatory changes promoting the use of eco-friendly ingredients in cosmetics and food products, as well as the diverse applications of essential oils in household cleaning, soaps and perfumes, thanks to their natural antibiotic and antiseptic properties.
China is the largest importer of essential oils in the region, reports the OEC. Its imports were valued at US$342 million in 2022, making it the fourth-largest importer of essential oils globally. Japan follows as the 11th largest importer, with essential oil imports totaling US$159 million the same year. This presents a significant opportunity for Thai businesses to cater to the rising demand for high-quality essential oils in these rapidly expanding markets.
Important things to note when shipping aromatherapy products from Thailand
When exporting essential oils and spa products from Thailand, aromatherapy businesses should keep the following considerations in mind:
- Requirement for Material Safety Data Sheet (MSDS): Shipping liquids, such as aroma oils, require an MSDS as they are classified as Dangerous Goods internationally. You can learn more about MSDS and how to prepare this documentation here. This is on top of other regulations required for each target market. Do note the prohibited and restricted items in each country too before planning your shipments.
- Harmonized System (HS) codes and classification: Different products have specific HS codes, which are used for customs classification before shipping overseas. For example, the HS code for essential oils of orange is 33011200; for peppermint, it is 33012400.
- Packaging standards: Ensure that all products are packaged securely, especially liquids, to prevent leaks and damage during international shipping. This packing guide can get you started.
Businesses that require an extra hand when shipping internationally from Thailand can tap on DHL Express’ expertise. DHL Express offers solutions for Thai businesses looking to export essential oils and spa products globally. With expertise in handling customs documentation and shipping requirements, DHL ensures your shipments reach international markets safely and on time. Get started with a DHL Express business account.
