Grab reports a significant health-wellness trend shift in Thailand: low-sugar drink orders have surged 50%, with zero-sugar black coffee and clear matcha accounting for over 10 million cups annually. Fitness culture is booming—jogging trips to Bangkok parks jumped 5x—while high-protein foods (especially chicken breast, 3.3M orders/year) and sports nutrition products grew 3.5x. Grab is rolling out a "Nutrition Tag" feature to help users identify health-focused menu options. This reflects a broader lifestyle shift toward longevity and active living, especially among urban millennials.