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1、Trends in Southeast Asias Health Supplement eCommerce MarketPublished December 20242*Kindly click on the cover to download for free.Our ResourcesOutlookData PackMarket LocalizationFrom December 2022,TMO Group started publishing a series of outlooks on different industries in Southeast Asian eCommerc

2、e,analyzing sales performance in various countries.Weve released outlooks on cosmetics,home appliances and more,and will continue to explore more popular industries and categories!Methodology:TMO Groups expert team relies on first-hand data from major eCommerce platforms in Southeast Asian-Shopee an

3、d Lazada,and employs various analytical methods to provide readers with valuable insights.Currency Values:Regarding pricing and monetary information,the analysis in the report is based on the equivalent value of the local currencies in US dollars.It is important to note that this report is intended

4、for market reference purposes only,and our company does not bear any legal responsibility for the accuracy and viewpoints presented in the report.About This SeriesTMO ServicesMarket Scan&ResearchConduct a preliminary scan of different markets,define the competitive landscape and select suitable mark

5、ets for your cross-border eCommerceMarket Entry&Development StrategyConsolidate market potential and localization knowledge to formulate short-term,medium-term,or long-term market entry and development strategies for you.Customized Industry DataTo help you understand the ever-changing consumer prefe

6、rences and demand trends,as well as the evolving industry standards.3Overview of Southeast Asia5Consumer Preferences-China VS Southeast Asia6Chinas Exports to ASEAN 7Southeast Asia Health Supplements-Online Market Overview8Southeast Asia Health Supplements-Online Market Share by Country9Southeast As

7、ia Health Supplements-Main Segments10Southeast Asia Health Supplements-Popular Brands11Southeast Asia Health Supplements-Price Range12 Nutrition Supplements13 Beauty Supplements22 General Health Supplements27 Specialty Supplements32 Herbal supplements36Southeast Asia Health Supplements-Hot Ingredien

8、ts List Reference39TMO Popular Reports43About TMO44ContentsOverview of Southeast AsiaIndonesiaThailandMalaysiaVietnamPhilippinesSingaporePopulation：71.75 million 2024 Estimated Annual eCommerce Sales:$19.53 billion Year-on-Year Growth in eCommerce Sales:+13.9%2023 Health Supplement Market Size:$211

9、million,accounting for 22.2%of the total market Top-Selling Categories:Beauty,general health supplementsPopulation：34.49 million 2024 Estimated Annual eCommerce Sales:$8.09 billion Year-on-Year Growth in eCommerce Sales:+14.8%2023 Health Supplement Market Size：$82.64 million,accounting for 8.7%of th

10、e total market Top-Selling Categories：Nutrition supplementsPopulation：6.03 million 2024 Estimated Annual eCommerce Sales:$8.23 billion Year-on-Year Growth in eCommerce Sales:+11.0%2023 Health Supplement Market Size：$87.88 million,accounting for 9.3%of the total market Top-Selling Categories：Nutritio

11、n supplementsPopulation：99.19 million 2024 Estimated Annual eCommerce Sales:$14.02 billion Year-on-Year Growth in eCommerce Sales:+14.9%2023 Health Supplement Market Size：$211 million,accounting for 22.2%of the total market Top-Selling Categories：Nutrition supplementsPopulation：118.2 million 2024 Es

12、timated Annual eCommerce Sales:$14.87 billion Year-on-Year Growth in eCommerce Sales:+15.1%2023 Health Supplement Market Size:$128 million,accounting for 13.5%of the total market Top-Selling Categories：Beauty supplementsPopulation:279.0 million 2024 Estimated Annual eCommerce Sales:$50.51 billion Ye

13、ar-on-Year Growth in eCommerce Sales:+11.2%2023 Health Supplement Market Size:$229 million,accounting for 24.1%of the total market Top-Selling Categories：Nutrition supplementsData Source:DataReportal,International Monetary Fund,Statista(2024),TMO Group（2023）5Consumer Preferences-China VS Southeast A

14、sia6Young Consumers(18-34 years old)：With the rise of fitness trends,this demographic is attracted to sports nutrition,weight management products,and energy supplements.Middle-aged Consumers(35-54 years old)：Supplements that support immune health,relieve fatigue,improve focus,and promote overall wel

15、l-being are popular within this group,especially multivitamins and antioxidants.Older Consumers(55 years and above)：There is a growing demand for products related to aging,such as joint health and bone density supplements,as well as memory-boosting supplements,particularly in Malaysia,Singapore,and

16、Thailand.Southeast Asian Consumer Preferences Consumers are more focused on basic nutrition,energy supplementation,weight management,and joint health.Due to the hot climate,products for hydration and electrolyte replenishment are particularly popular among outdoor enthusiasts.With economic developme

17、nt and growing health awareness,beauty supplements are also becoming increasingly popular in Southeast Asia.Consumers in countries like Indonesia and Malaysia have a demand for Halal-certified health products,and many brands offer products that meet Halal standards.Chinese Consumer Preferences Consu

18、mers mainly focus on needs such as immune support,gut health,antioxidants,sleep,and weight management.Especially after the pandemic,products that enhance immunity(such as Vitamin C,D,and probiotics)have been particularly popular.There is a high demand for health supplements for middle-aged and older

19、 consumers,such as calcium tablets and joint protection products,as well as beauty supplements like collagen and coenzyme Q10.Nutritional supplements for children and adolescents have also been increasing year by year.VSSoutheast Asia Consumer Demographics by Age Group Chinas Exports to ASEAN-ASEAN

20、is one of Chinas largest health supplement export marketsAccording to the China Chamber of Commerce for Import and Export of Medicines and Health Products and customs data,in the first quarter of 2024,Chinas health supplement exports amounted to$970 million,representing an 11.4%year-on-year growth,s

21、howing a continuous upward trend.Among the exported categories,fish oil products and vitamins have seen an increase in value.The chart on the right analyzed Chinas health supplement exported to ASEAN from 2017 to 2023,with an overall positive trend.In 2023,the export value reached approximately$1 bi

22、llion,a 40%year-on-year increase.Among this,Chinas exports to Malaysia in 2023 totaled$280 million,maintaining the rapid growth momentum of 2022,with a year-on-year increase of 103.2%.Data Source：China Chamber of Commerce for Import and Export of Medicines and Health Products7Chinas Health Supplemen

23、t Exports to ASEAN from 2017 to 2023Export Amount (Million USD)Year-on-Year Growth2017201820192020202120222023Southeast Asia Health Supplements-Online Market Overview2024.01-2024.07 Cumulative Sales:$730 Million Cumulative Products:565,000 Cumulative Sales Volume:94.72 million Average Monthly Brands

24、:13,598*The statistics include only the five major market segments identified by TMO(see page 10 for details)8035,000,00070,000,000105,000,000140,000,0002401240224032404240524062407Sales Revenue27%7%-14%-17%78%-28%Month-on-Month Growth Rate(%)Growth Trends of Health Supplement Sales in Southeast Asi

25、a(Shopee and Lazada)From January to July 2024,the total sales revenue of health supplements in Southeast Asia on Shopee and Lazada reached approximately$730 million,marking a year-on-year growth of about 49%.March(Ramadan)emerged as the peak sales period.During Ramadan,Muslims visit friends and fami

26、ly,exchange gifts,and trade goods,which led to a significant month-on-month increase of approximately 78%in the sales revenue of health supplements in March.Starting from May,the sales of health supplements in Southeast Asia have shown a steady upward trend,with strong growth continuing in the last

27、two quarters.The cumulative sales volume of health supplements in Southeast Asia reached approximately 94 million,reflecting a year-on-year growth of about 39%.The market performance became even more dynamic in the second half of the year.Year-on-Year Growth:39%Year-on-Year Growth:49%Based on the he

28、alth supplement sales data from Shopee and Lazada across six Southeast Asian countries,Vietnam held the largest market share at approximately 30.7%,making it the biggest online market in Southeast Asia.Thailand followed with a share of 22.9%.Vietnam is the fastest-growing country,with a remarkable y

29、ear-on-year growth of 242.5%in health supplement sales.Among these,nutritional supplements have made the largest contribution to the overall sales.9*Green arrows and the following numbers indicate year-on-year sales growth percentages,while red arrows and the following numbers indicate year-on-year

30、sales decline percentages.Market Share by CountryMalaysia7.8%Singapore7.9%The Philippines15.0%Indonesia15.7%Thailand22.9%Vietnam30.7%?.?%?.?%Southeast Asia Health Supplements-Online Market Share by CountryData Period：January to July 2024Source：Shopee&LazadaNutrition supplements had the highest marke

31、t share on Shopee and Lazada,accounting for about 35.1%of the total sales.The second-highest category was beauty supplements,which made up approximately 26.8%.107.7%13.8%16.6%26.8%35.1%Nutrition SupplementsBeauty SupplementsGeneral Health SupplementsSpecialty SupplementsHerbal supplementsMarket Shar

32、e by SubcategoryHealth SupplementsSubcategoriesNutrition SupplementsDiet/weight loss,probiotics,sports supplements,othersBeauty SupplementsAntioxidants,collagen-based,hair Loss,skin-related,othersGeneral Health SupplementsAmino acids,bee-related,minerals,multivitamins,vitamins,othersSpecialty Supple

33、mentsBones and joints,cardiovascular and brain health,female health,liver detox,pregnancy,sex and mens health,sleep,stress,vision,othersHerbal supplements88 herbal supplements including evening primrose,chlorophyll,stevia,acerola and more.Southeast Asia Health Supplements-Main SegmentsData Period：Ja

34、nuary to July 2024Source：Shopee&Lazada11Brands from developed countries like Australia and the United States led the market with strong competitiveness.Australian brands Blackmores and Swisse,as well as the American brand Optimum Nutrition,have shown outstanding sales performance on Shopee and Lazad

35、a.Blackmores sales revenue increased by approximately 34%year-on-year,while Swisse achieved an impressive 66%year-on-year growth.According to the 2023 performance report by the H&H Group,Swisse performed strongly in the Southeast Asian market,ranking first in Singapore in categories such as beauty v

36、itamins,herbal and mineral supplements,liver health,and mens health.American brands also demonstrated remarkable performance in the Southeast Asian market,particularly BioFinest and Centrum.BioFinests vitamin gummies and probiotic+prebiotic products stood out in the region,while Centrums multivitami

37、ns for various age groups were highly favored by Southeast Asian consumers.Local Southeast Asian brands also held a notable position in the market.The Thai brand Dr.PONG gained widespread popularity with its fiber jelly probiotics,and KINOHIMITSU emerged as a strong contender with robust sales of it

38、s collagen products.BrandOrigin CountryBest-selling countriesBest-selling categoriesBlackmoresAustraliaIndonesia,ThailandSpecialty Supplements,General Health SupplementsOptimum NutritionUSAMalaysia,Philippines,SingaporeNutrition SupplementsSwisseAustraliaMalaysia,Thailand,SingaporeBeauty,Specialty S

39、upplementsDHCJapanVietnam,ThailandBeauty,General Health SupplementsDr.PONGThailandThailandBeauty,Nutrition SupplementsKINOHIMITSUSingaporeSingaporeBeautyPuritans PrideUSAPhilippines,IndonesiaGeneral Health SupplementsBioFinestUSASingaporeGeneral Health Supplements,Nutrition SupplementsCentrumUSAPhil

40、ippines,ThailandGeneral Health SupplementsVistraThailandThailandBeauty,General Health SupplementsBlackmoresOptimum NutritionSwisseDHCDr.PONGKINOHIMITSUPuritans PrideBioFinestCentrumVistra?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%Southeast Asia Health Supplements-Popular BrandsData Period：January to Ju

41、ly 2024Source：Shopee&LazadaOverall,products priced between$10 and$20 were the best-sellers,generating over 30%of total sales.They are followed by products in the$5$10 and$20$50 price ranges.Consumer price sensitivity varies across different countries:Indonesia and the Philippines:Consumers in these

42、countries are more price-sensitive,preferring relatively lower-priced health supplements.The$5$10 price range was the mainstream segment in both countries.Thailand and Vietnam:Consumers show a higher demand for mid-range products priced between$10 and$20.This price range accounted for over 35%of sal

43、es revenue in both markets.Malaysia and Singapore:Consumers in these countries exhibit a preference for higher-priced products.Health supplements in the$20$50 price range made up approximately 34%of the market share in Malaysia and 40%in Singapore.Additionally,premium products priced above$50 demons

44、trated significant growth potential.In Malaysia,high-priced products(above$50)contributed around 16%of sales,while in Singapore,this segment accounted for an impressive 37%.12Indonesia0-11-22-55-1010-2020-5050-100100-200200-500500-10000%20%40%Malaysia0%20%40%Philippines0%20%40%Singapore0%22.5%45%Tha

45、iland0%20%40%Vietnam0%20%40%6 Countries0%17.5%35%Share of Revenue in Health Supplements by Price Range and CountryPrice Range(USD)Southeast Asia Health Supplements-Price RangeData Period：January to July 2024Source：Shopee&LazadaNUTRITION SUPPLEMENTSWeight management Sports supplements Probiotics Othe

46、r Nutrition supplements14In the Southeast Asian nutrition supplements market,the American brand Optimum Nutrition held the top position with approximately 18.7%market share,primarily selling weight management and sports supplements.The second and third positions were occupied by Vietnamese brands CE

47、NLY and DIASURE,focusing on sports supplements and diabetic meal replacement nutritional supplements,respectively.Southeast Asian brands also demonstrated strong competitiveness,with six regional brands making it to the best-seller list.These brands come from Vietnam,Singapore,Thailand,and Indonesia

48、.The internationally renowned brand Life Space is also actively expanding its business in the nutrition supplements market,focusing on the probiotics category.Optimum NutritionCENLYDIASURELife SpaceBiovittEvoleneGKBMoleculogyHerbalifeDr.PONG?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%BrandOrigin Country

49、 Best-selling countriesBest-selling categoriesOptimum NutritionUSASingapore,MalaysiaWeight management,sports supplementsCENLYVietnamVietnamWeight managementDIASUREVietnamMalaysiaOthers(Colostrum for Diabetic Patients)Life SpaceAustraliaMalaysiaProbioticsBiovittThailandThailandWeight managementEvolen

50、eIndonesiaIndonesiaSports supplementsGKBTaiwan,ChinaMalaysiaWeight management,probioticsMoleculogySingaporeThailandWeight managementHerbalifeUSAIndonesiaWeight managementDr.PONGThailandThailandProbioticsPopular Brands-Both international and local brands have strong competitivenessData Period：January

51、 to July 2024Source：Shopee&Lazada15Nutrition supplements can be categorized into three main types:weight management supplements,sports supplements,and probiotics.Products that do not fall into these categories are classified as“Other nutrition supplements.Weight management supplements were the best-

52、selling subcategory,followed by sports supplements.By country:Weight management supplements were the most popular category across all six countries.In Indonesia,in particular,they accounted for over 70%of total sales.In contrast,sports supplements are more popular in Vietnam and the Philippines.In t

53、erms of probiotics,Singapore has the highest demand,with this category accounting for approximately 27.7%of total sales,significantly outpacing other countries.7.8%11.9%22.7%57.6%Weight managementSports supplementsOther nutrition supplementsProbiotics27.7%30.8%6.8%34.8%Singapore7.4%8.4%13.8%70.4%Ind

54、onesia16.7%33.1%9.9%40.2%Malaysia11.0%20.7%26.1%42.3%the Philippines11.6%5.2%17.7%65.4%Thailand0.7%5.9%31.40%62.1%VietnamMarket Share by SubcategoryNutrition Supplements-Main Segments Data Period：January to July 2024Source：Shopee&Lazada16Optimum Nutrition Gold Standard 100%Whey ProteinBrand：Optimum

55、Nutrition Country of Origin：USA Selling country：Singapore,Malaysia Price：69 USDNew Model CENLY White Weight Loss Herbal 30 Tablets New Model with Detox-LEMONEvomass Evolene Chocolate 5 lbs-Fitness Supplements-Workout Supplements-Muscle GainersBrand：Evolene Country of Origin：Indonesia Selling country

56、：Indonesia Price：15 USDGKB Plantarum GKM3 200mg 1 Box 30 Tablets|Lose Belly Fat|Weight Loss Buy 3 Tablets Get 15 Free GKB TRIMORBrand：GKB Country of Origin：Taiwan,China Selling country：Malaysia Price：28 USDBiovitt whey protein isolate,whey protein,muscle building,fat loss,sugar-free,delicious,2 poun

57、ds per canBrand：Biovitt Country of Origin：Thailand Selling country：Thailand Price：28 USDBrand：CENLY Country of Origin：Vietnam Selling country：Vietnam Price：8 USD*The data for hot products is sourced from Shopee and Lazada for the month of July.Popular Products-Whey protein and weight loss supplement

58、s gained significant popularityData Period：July 2024Source：Shopee&Lazada17Optimum Nutrition Whey proteinThere are many flavors,and it tastes great.It helps me maintain muscle mass during my fat-loss journey.Drinking it after a workout makes me feel like I recover faster,and muscles become stronger.I

59、 have been taking CENLY weight-loss herbs for two weeks.There has been a noticeable drop in my weight.I havent experienced any palpitations or discomfort after taking it.Since I started taking these probiotics,I have noticed a significant improvement in my digestion and overall health.They not only

60、support gut health but also seem to help reduce body fat.Highly recommended for anyone looking to support their weight-loss journey!CENLY white weight-loss herbsGKB probioticsWhey protein Casein Amino acids Plant-based probioticsReducing body fat Enhancing muscle growth Body sculpting Improving gut

61、health Relieving indigestionVanilla ice cream Chocolate Strawberry Green apple Banana Peanut butterHot Product IngredientsMain Benefits of Hot ProductsPopular Flavors of Hot ProductsPopular Dosage FormsReviews for Popular ProductsPopular Products-Dosage forms such as powders,gummies,effervescent tab

62、lets are well-received by consumersSource：Shopee&LazadaData Period：July 2024Probiotics19From January to July 2024,the total sales revenue of probiotics on Shopee and Lazada in Southeast Asia reached approximately$20.05 million,representing a year-on-year growth of about 81%.The cumulative sales volu

63、me of probiotics reached around 1.69 million units,marking a year-on-year increase of approximately 109%.Among these,May recorded the highest monthly sales volume.0625,0001,250,0001,875,0002,500,0002401240224032404240524062407Sales Revenue14%-3%14%-24%52%-20%Month-on-Month Growth Rate(%)Growth Trend

64、s of Probiotics Sales in Southeast Asia(Shopee and Lazada)Cumulative Sales:$20.05 Million Cumulative Products:26,846 Cumulative Sales Volume:6.78 million Average Monthly Brands:529 Year-on-Year Growth:109%Year-on-Year Growth:81%Southeast Asia Probiotics-Online Market OverviewData Period：January to J

65、uly 2024Source：Shopee&Lazada20The probiotics industry in Southeast Asia is relatively concentrated,with the top ten brands holding about 70%of the market share.Australian,European,and American brands show strong competitiveness.From January to July 2024,the best-selling brand on Shopee and Lazada wa

66、s Life Space from Australia,with a market share of approximately 19.1%.The second place was BioGaia from Sweden,with a market share of about 9.1%.Taiwanese brand GKB ranked third,with a market share of approximately 7.3%.Malaysia,Singapore,and Thailand are the main markets for the top ten brands,wit

67、h a significant demand for probiotics in these countries.Life Spaces primary markets are concentrated in Malaysia and Thailand.In contrast,BioGaia and GKB show dependency on specific markets.BioGaia is almost entirely focused on the Singapore market,while GKB held a market share of about 99.9%in Mal

68、aysia.Optibac also has high brand recognition in the Vietnamese market.Indonesia and the Philippines have not yet become major markets for these leading brands.BrandOrigin CountryBest-selling countriesLife SpaceAustraliaMalaysia,ThailandBioGaiaSwedenSingapore GKBTaiwan,ChinaMalaysiaDr.PONGThailandTh

69、ailand BlackmoresAustraliaThailand,Singapore21st CenturyUSASingapore,MalaysiaOptibacUKVietnamHolistic WaySingaporeSingaporeAtomySouth KoreaMalaysia,SingaporeWellnessUSAThailandLife SpaceBioGaiaGKBDr.PONGBlackmores21st CenturyOptibacHolistic WayAtomyWellness?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%Sou

70、theast Asia Probiotics-Popular BrandsData Period：January to July 2024Source：Shopee&Lazada21Dr.PONG Jellylab Probiotic Fiber Jelly Prune FlavorBrand：Dr.PONG Country of Origin：Thailand Selling country：Thailand Price：33 USDOptibac gynecological probiotics Purple Probiotics For Women is suitable for wom

71、en,pregnant mothers,and postpartum mothers to increase immunityBiogaia Protectis Baby Probiotic Drops with Vitamin D,10mlBaby Colic Digestion Intestinal Immune HealthBrand：BioGaia Country of Origin：Sweden Selling country：Singapore Price：24 USDLife Space Adult Broad Spectrum Probiotics 15 in 1 Probio

72、tics 30/60 capsules Oral probiotics Promote intestinal health Portable probiotics Lactobacillus for intestinal healthBrand：Life Space Country of Origin：Australia Selling country：Philippines Price：15 USDGKB Lactobacillus rhamnosus Plus 30S|Probiotics for healthy skin.30SBrand：GKB Country of Origin：Ta

73、iwan,China Selling country：Indonesia Price：28 USDBrand：Optibac Country of Origin：UK Selling country：Vietnam Price：22 USDSoutheast Asia Probiotics-Popular Products*The data for hot products is sourced from Shopee and Lazada for the month of July.Source：Shopee&LazadaData Period：July 202422Collagen-bas

74、ed Supplements Antioxidants Supplements Anti-Hair Loss Supplements Other Beauty SupplementsBEAUTY SUPPLEMENTS23The leading brands are KINOHIMITSU from Singapore,Thailands Dr.PONG,Japans DHC,and Australias Swisse.Swisses products have ingredients like ergothioneine and NAD+,which are particularly pop

75、ular in the Southeast Asian market.In addition,the niche German brand ELASTEN has performed well,especially its collagen peptide oral solution,which is highly favored by Southeast Asian consumers.KINOHIMITSUDr.PONGDHCSwisseELASTENAmadoNatur-ENoeraYoutheorySHISEIDO?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%

76、?.?%BrandOrigin CountryBest-selling countriesBest-selling categoriesKINOHIMITSU SingaporeMalaysia,SingaporeCollagen-basedDr.PONGThailandThailandAntioxidants,Collagen-basedDHCJapanVietnam,ThailandCollagen-basedSwisseAustraliaThailandCollagen-basedELASTENGermanyVietnamCollagen-basedAmadoThailandThaila

77、ndCollagen-basedNatur-EIndonesiaIndonesiaCollagen-basedNoeraUSAIndonesiaCollagen-basedYoutheoryUSAPhilippinesCollagen-basedSHISEIDOJapanVietnamCollagen-basedPopular Brands-Singaporean brand KINOHIMITSU had the highest online market shareData Period：January to July 2024Source：Shopee&Lazada24Beauty su

78、pplements can be categorized into three main types:collagen-based supplements,antioxidant supplements,and anti-Hair Loss supplements.Products that do not fall into these categories are classified as“Others”.Collagen-based supplements was the best-selling subcategory.By country:Collagen-based supplem

79、ents was the most popular category in all six countries,particularly in Indonesia,Thailand,and the Philippines.In contrast,antioxidant supplements were more popular in Thailand.In Vietnam and Malaysia,the Others category held a significant share of sales.Within this category,supplements for reducing

80、 wrinkles,removing blemishes,and improving nail health gained significant popularity.1.0%2.5%19.9%76.6%Collagen-basedOthersAntioxidantsAnti-Hair Loss0.6%3.0%19.2%77.2%Singapore0.5%1.8%13.4%84.2%Indonesia0.8%2.5%30.0%66.8%Malaysia0.4%0.9%17.4%81.3%the Philippines1.2%6.1%10.5%82.3%Thailand1.9%0.3%33.2

81、9%64.5%VietnamMarket Share by SubcategoryBeauty Supplements-Main Segments Data Period：January to July 2024Source：Shopee&Lazada?-?2560 Bottles Kinohimitsu Collagen Diamond 5300mg Inner Beauty Supplement 50ml-Tightens Pores Brand：KINOHIMITSU Country of Origin：Singapore Selling country：Singapore Price：

82、52 USDDr.PONG Natural Astaxanthin 6mgDHC Collagen Gummies,Chewable Collagen Gummies(40 Pieces)Brand：DHC Country of Origin：Japan Selling country：Vietnam Price：11 USD100%Authentic Swisse Ultra-Light Ergothioneine Oral Collagen Tablets(30 Pieces)Brand：Swisse Country of Origin：Australia Selling country：

83、Thailand Price：23 USDELASTEN Collagen Elasticity Box,28 Tubes x 25ml-Promotes Smooth Skin,Anti-Aging,and Strengthens HairBrand：ELASTEN Country of Origin：Germany Selling country：Vietnam Price：86 USDBrand：Dr.PONG Country of Origin：Thailand Selling country：Thailand Price：11 USD*The data for hot product

84、s is sourced from Shopee and Lazada for the month of July.Popular Products-Gummy-form collagen is favored,astaxanthin and ergothioneine are popular ingredientsSource：Shopee&LazadaData Period：July 202426Kinohimitsu CollagenThe results are remarkable.It can improve skin condition in just 6 days,making

85、 the skin more elastic while minimizing signs of aging such as fine lines,wrinkles,and dryness.Compared to other collagen-based supplements,this one stands out with its unique ingredients.Ergothioneine provides excellent antioxidant benefits.After taking it for a month,I noticed my skin became brigh

86、ter.After trying it for a few weeks,I genuinely felt that my skin became smoother.Its also very convenient to carry around.I am very interested in the clinical validation of ELASTEN,so I decided to give it a try.After using it,I noticed my skin became noticeably more hydrated,especially in the morni

87、ngs when I wake up.Swisse Ergothioneine Oral CollagenCollagen Collagen Peptides Ergothioneine NAD+Biotin Vitamin CWhitening Anti-aging Firming skin Reducing wrinkles Hydrating skinLychee Berry Peach LemonELASTEN Collagen Oral Liquid?-?Popular Dosage FormsHot Product IngredientsMain Benefits of Hot P

88、roductsPopular Flavors of Hot ProductsReviews for Popular ProductsPopular Products-Consumers focus on benefits such as skin whitening,anti-aging,blemish reduction,and hydrationSource：Shopee&LazadaData Period：July 2024Multivitamins Vitamins Minerals Bee-related Amino Acids Other general health supple

89、mentsGENERAL HEALTH SUPPLEMENTS?-?Blackmores?28In the Southeast Asian general health supplement market,international brands dominated the majority of the market share.The leading brand was Australias Blackmores,with an online market share of approximately 9.3%and a year-on-year sales growth of about

90、 26%.The second and third positions were held by Centrum(from the United States)and DHC(from Japan),respectively.Notably,brands from the USA are accelerating their expansion into the Southeast Asian market.Centrum has risen 3 spots this year,with a year-on-year sales growth rate of as much as 91%,sh

91、owing exceptional performance.Additionally,half of the four new brands entering the rankings this year were from the United States,namely Kirkland and BioFinest.BlackmoresCentrumDHCPuritans PrideSwisseKirklandVistraBioFinestBEROCCADr.PONG?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%BrandOrigin CountryBes

92、t-selling countriesBest-selling categoriesBlackmoresAustraliaIndonesia,ThailandMultivitaminsCentrumUSAPhilippines,ThailandMultivitaminsDHCJapanVietnamVitaminsPuritans PrideUSAIndonesiaMineralsSwisseAustraliaSingapore,MalaysiaMultivitamins,VitaminsKirklandUSAPhilippinesVitaminsVistraThailandThailandV

93、itamins,MineralsBioFinestUSASingaporeMultivitamins,VitaminsBEROCCAAustraliaPhilippinesMultivitaminsDr.PONGThailandThailandMultivitaminsPopular Brands-Blackmores led in market share,while U.S.brands are accelerating their expansion in this sectorData Period：January to July 2024Source：Shopee&Lazada29G

94、eneral health supplements can be categorized into five main types:amino acids,bee-related,minerals,multivitamins,and vitamins.Products that do not fall under these categories are classified as“Other general health”.Multivitamins was the best-selling subcategory,followed by vitamins.By country:In Vie

95、tnam,bee-related supplements was the most popular category.In Indonesia,the Philippines,and Malaysia,multivitamins are in the highest demand.In Thailand and Singapore,vitamins had the highest market share.4.0%12.2%12.7%20.5%23.0%27.6%MultivitaminsOther general healthVitaminsMineralsBee-relatedAmino

96、Acids3.9%5.3%8.2%34.1%21.8%26.8%Singapore2.6%7.0%9.4%7.7%29.8%43.4%Indonesia4.9%4.0%11.1%26.7%22.8%30.6%Malaysia12.2%0.3%12.1%23.2%12.4%40.0%the Philippines2.5%13.2%12.3%26.8%26.1%19.0%Thailand1.0%33.6%20.8%13.1%18.0%13.6%VietnamMarket Share by SubcategoryGeneral Health Supplements-Main Segments Dat

97、a Period：January to July 2024Source：Shopee&Lazada30PURITANS PRIDE The most effective height-increasing medicine for adults and children BPOM Calcium Magnesium ZincBrand：Puritans Pride Country of Origin：USA Selling country：Indonesia Price：45 USD Centrum Silver Advance 30s x3 Multivitamins+Minerals,su

98、itable for people over 50,good for heart,eyes;enhance energy,immunityBEROCCA Performance(Orange)Multivitamins+Minerals 30 Effervescent TabletsBrand：BEROCCA Country of Origin：Germany Selling country：Philippines Price：9 USDBiofinest Gummies Vitamin Supplement-Beauty Energy Sleep Metabolism Boys Girls

99、Probiotic Multivitamin(60 Gummies)Brand：BioFinest Country of Origin：USA Selling country：Singapore Price：19 USDBlackmores Multivitamin Plus Minerals BPOM Kalbe 30 Tablets Brand：Blackmores Country of Origin：Australia Selling country：Indonesia Price：9 USDBrand：Centrum Country of Origin：USA Selling coun

100、try：Philippines Price：18 USDPopular Products-The combination of multivitamins and minerals were sold well in Southeast AsiaSource：Shopee&Lazada*The data for hot products is sourced from Shopee and Lazada for the month of July.Data Period：July 2024?-?31Popular Dosage FormsAfter taking this Blackmores

101、 multivitamin,I felt much more energetic every day!I can feel my immunity improving,and I dont catch colds as often as I used to.Its gentle and easily absorbed,with no discomfort to my stomach at all.The taste is refreshing,dissolves quickly,and is very convenient to consume.The orange flavor is inv

102、igorating.It dissolves easily.After taking it,I felt more energetic with a significantly improved mental state.Biofinests gummy vitamins taste good.They are convenient to consume,with no worries about swallowing.After about two weeks,my sleep quality improved noticeably.I fall asleep faster at night

103、 and wake up feeling refreshed in the morning.BEROCCA Vitamin Effervescent Tablets Biofinest Gummy VitaminsMultivitamins Calcium Magnesium ZincBoost energy Relieve fatigue Enhance focus Improve sleep quality Promote metabolism Beauty enhancementOrange Blueberry Grape Strawberry Apple PeachHot Produc

104、t IngredientsMain Benefits of Hot ProductsPopular Flavors of Hot ProductsReviews for Popular ProductsBlackmores MultivitaminsPopular Products-Gummy and effervescent tablet forms of vitamins are more popular in Southeast AsiaSource：Shopee&LazadaData Period：July 2024Cardiovascular and Brain Health Bon

105、es and Joints Liver detox Sleep Female Health Pregnancy Sex and Mens Health Vision Stress Other Speciality SupplementsSPECIALTY SUPPLEMENTS?-?33In the specialty supplements market,international brands have shown strong competitiveness,with all of the top ten brands coming from overseas.Among them,Au

106、stralian brands stood out,with Blackmores leading the market with a market share of approximately 19.6%.Its online sales have grown by about 40%year-on-year,further consolidating its market dominance.The second and third positions were held by two other Australian brands,Healthy Care and Swisse.Nota

107、bly,the rise of New Zealand brands has been particularly remarkable this year.Two major New Zealand brands,Goodhealth and Go Healthy,have entered the rankings and made it into the top ten.BlackmoresHealthy CareSwisseGoodhealthKirklandOrihiroPuritans PrideOptibacGo HealthyNordic Naturals?.?%?.?%?.?%?

108、.?%?.?%?.?%?.?%?.?%?.?%?.?%NewNewBrandOrigin CountryBest-selling countriesBest-selling categoriesBlackmoresAustraliaIndonesiaCardiovascular and brain health,pregnancyHealthy CareAustraliaVietnamCardiovascular and brain healthSwisseAustraliaMalaysiaCardiovascular and brain health,liver detoxGoodhealt

109、hNew ZealandVietnamPregnancyKirklandUSAPhilippinesCardiovascular and brain healthOrihiroJapanVietnamBones and jointsPuritans PrideUSAPhilippinesCardiovascular and brain healthOptibacUKVietnamCardiovascular and brain healthGo HealthyNew ZealandVietnamLiver detox,bones and jointsNordic NaturalsUSASing

110、aporeCardiovascular and brain healthNewNewNewPopular Brands-Australian brands have a significant competitive advantageData Period：January to July 2024Source：Shopee&Lazada34Specialty supplements can be categorized into nine main types:cardiovascular and brain health,bones and joints,liver detox,sleep

111、,female health,pregnancy,sex and mens health,vision and stress supplements.Products that do not fall under these categories are classified as“Others.Cardiovascular and brain health supplements are the best-selling subcategory,followed by bones and joints supplements.By country:In Vietnam,cardiovascu

112、lar and brain health,bones and joints,and sleep supplements are the most popular.In Indonesia,bones and joints supplements had the highest market share.In Thailand,liver detox supplements are in highest demand.In the Philippines,Malaysia,and Singapore,cardiovascular and brain health supplements had

113、the highest sales.Singapore2%1%6%2%4%3%5%10%30%37%Indonesia1%4%2%8%13%13%2%3%33%23%Malaysia1%1%2%2%5%4%1%9%24%51%the Philippines2%0%2%2%5%9%6%10%24%39%Thailand1%0%1%0%1%6%2%39%22%28%Vietnam0%1%0%4%6%8%23%10%24%23%Market Share by Subcategory0.8%1.3%1.6%3.3%5.7%7.9%8.5%15.2%25.7%29.8%Cardiovascular an

114、d Brain HealthBones and JointsLiver detoxSleepFemale HealthPregnancySex and Mens HealthVisionOthersStressSpecialty Supplements-Main Segments Data Period：January to July 2024Source：Shopee&Lazada?-?35Orihiro Glucosamine Bone and Joint Strengthening Pills to Relieve Bone and Joint Pain 950 PillsBrand：O

115、rihiro Country of Origin：Japan Selling country：Vietnam Price：16 USDSwisse Ultiboost Liver Detox 120 Tablets.Liver Health+Milk ThistleBlackmores Pregnancy and Breastfeeding Gold BPOM Kalbe 60 Capsules|Blackmores Supplement for Pregnant and Nursing MothersBrand：Blackmores Country of Origin：Australia S

116、elling country：Indonesia Price：15 USDHealthy Care Ginkgo Biloba 2000 Tablets,Brain-boosting and Blood-Replenishing Pills 100 TabletsBrand：Healthy Care Country of Origin：Australia Selling country：Vietnam Price：7 USD Kirkland Signature 1400 mg Wild Alaskan Fish Oil Dietary Supplement 230 CountBrand：Ki

117、rkland Country of Origin：USA Selling country：Philippines Price：21 USDBrand：Swisse Country of Origin：Australia Selling country：Malaysia Price：25 USDPopular Products-Ingredients such as glucosamine,fish oil,and ginkgo biloba are receiving attentionSource：Shopee&Lazada*The data for hot products is sour

118、ced from Shopee and Lazada for the month of July.Data Period：July 2024Stevia Evening Primrose Acerola Chlorophyll OthersHERBAL SUPPLEMENTS?-?Blackmores?37The brands from the United States and Australia are highly competitive.In the Southeast Asian herbal supplement market,the Australian brand Blackm

119、ores was the leading brand in this category,with a year-on-year sales growth of approximately 79%.Blackmores best-selling products includes ingredients such as evening primrose and acerola cherry.Following closely was BioFinest from the United States,a rising star with a year-on-year growth rate of

120、about 85%,and its market share has risen to second place.Ranking third was Vistra from Thailand.Local Southeast Asian brands also have certain competitive advantages,with Indonesian brand Tolak Angin and two Thai brands(Vistra,Wink White)making it into the top ten best-selling brands.BlackmoresBioFi

121、nestVistraTolak AnginHerbalifeAFCSwansonGo HealthyWink WhiteSambucol?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%?.?%NewNewBrandOrigin CountryBest-selling countriesIngredients in popular productsBlackmoresAustraliaVietnamEvening primrose,acerola cherryBioFinestUSASingaporeRaspberry,ashwagandha,Indian ginseng

122、VistraThailandThailandAcerola cherry,centella asiaticaTolak AnginIndonesiaIndonesiaHerbsHerbalifeUSAMalaysiaChamomile,Aloe VeraAFCJapanSingaporeTurmeric,ChlorellaSwansonUSAPhilippinesSaw palmetto,ashwagandha,Indian ginsengGo HealthyNew ZealandVietnamCelery SeedWink WhiteThailandThailandApple Cider V

123、inegarSambucolAustraliaMalaysiaElderberryNewNewNewNewNewPopular Brands-Australian brand Blackmores had the highest market share,followed by U.S.brand BioFinestData Period：January to July 2024Source：Shopee&Lazada38Tolak Angin Liquid with Honey 1 Box 12 Bags 15ml-Herbal Cold DrinkBrand：Tolak Angin Cou

124、ntry of Origin：Indonesia Selling country：Indonesia Price：3 USDSwanson Full Spectrum Ashwagandha 450 mg 100 CapsulesBrand：Swanson Country of Origin：USA Selling country：The Philippines Price：11 USDHot Products-Herbs and ashwagandha received significant popularitySource：Shopee&Lazada*The data for hot p

125、roducts is sourced from Shopee and Lazada for the month of July.Data Period：July 202439Prebiotics Probiotic Strains Plant-based Lactic Acid Bacteria Whey Protein Whey Peptides Plant-based Protein Branched-Chain Amino Acids(BCAAs)Bromelain(Pineapple Enzyme)Raspberry Powder Sorbitol Multi-Enzyme Compl

126、ex Malic Acid Aloe Vera ExtractNutrition SupplementsBeauty SupplementsGeneral Health SupplementsSpecialty SupplementsHerbal supplementsGlutathione Astaxanthin Grape Seed Niacinamide Biotin Lutein Hyaluronic Acid Lycopene Alpha-Lipoic Acid Berberine Resveratrol Ergothioneine NAD+Reship Anthocyanins C

127、arotenoidsVitamin Magnesium Honey/Propolis Calcium Sodium L-Carnitine Iron Zinc Royal Jelly Amino Acids Cholecalciferol Dimethyl Sulfone Branched-Chain Amino Acids Thiamine Calcidiol Taurine NiacinamideFish Oil Glucosamine Coenzyme Q10 Ginkgo Biloba Milk Thistle Docosahexaenoic Acid(DHA)Folic Acid P

128、hosphatidylcholine Shark Liver Oil Chondroitin Medium-Chain Triglycerides(MCT Oil)Lutein Ceramide DHA(Docosahexaenoic Acid)Krill OilCaffeine Green Tea Apple Cider Vinegar Turmeric South African Horned Cucumber,Indian Ginseng Evening Primrose Whey Ginseng,American Ginseng Chlorophyll Acerola Cherry G

129、inkgo Biloba Elderberry Curcumin Gotu Kola CranberrySoutheast Asia Health Supplements-Hot Ingredients List ReferenceSource：Shopee&LazadaGKB Probiotics Brand Features40Technological Innovation:GKB probiotics use antioxidant multilayer encapsulation technology,effectively protecting the probiotics act

130、ivity and ensuring a high survival rate to reach the intestines.Diverse Benefits:GKB offers a range of products targeting different health needs,including basic digestive health,beauty and skincare,constipation relief,and fat management(such as GKM3 probiotics).It covers a wide demographic:children,

131、women(including young women,pregnant and postpartum women),and various other groups.Wide Marketing Channels:GKB actively promotes its products through social media platforms such as Facebook,Instagram,TikTok,and YouTube,expanding brand influence.Focus on Results Timing:YouTube videos emphasize the p

132、roducts effectiveness.These videos usually highlight measurable results such as 14%body fat reduction within six weeks,and attract significant attention and trust from potential consumers.Brand AdvantageMarketing StrategyELASTEN Collagen Brand Features41Scientific BackgroundClinically Verified:ELAST

133、EN is the only collagen peptide oral liquid in Europe that has been clinically verified through human trials.Multiple controlled experiments have shown that continuous use of ELASTEN significantly improves skin hydration,elasticity,and smoothness,delivering noticeable skincare effects.High Research

134、Investment:Ordinary collagen typically has a molecular weight of several hundred thousand Daltons,while ELASTENs collagen peptide structure is 2,000 Daltons,equivalent to about 20 amino acid units in length,allowing for deeper penetration into the dermis and better absorption by the body.Its patente

135、d high-coverage collagen peptides,with smaller molecular structures,are absorbed more quickly and can penetrate deeper into the dermis to provide enhanced skin repair and support.Science-Based Promotion:Through scientific research and clinical trial data,the brand demonstrates the actual effects and

136、 significant improvements of the product to consumers,enhancing brand reliability with real cases and data.By using detailed experimental results,comparative images,and professional literature,the brand conveys the superiority of ELASTEN products in skin improvement,establishing a scientifically-bac

137、ked skincare brand image.Brand AdvantageBEROCCA Vitamin Brand Features42Marketing StrategyHigh-Performance Complex Formula:BEROCCAs vitamin B effervescent tablets are the most popular.As a soluble effervescent tablet form,Berocca dissolves quickly in water,allowing the active ingredients to be absor

138、bed by the body more rapidly.This vitamin is rich in various B vitamins and also contains minerals such as calcium,magnesium,and zinc.It not only helps relieve fatigue but also helps in improving concentration and memory.Brand AdvantageRich Offline Marketing Scenarios:BEROCCA actively promotes its p

139、roducts through social media platforms like TikTok,Facebook,and YouTube,and engages in both online and offline activities such as summer dance camps and weekend cycling events to promote its flagship energy-boosting vitamin products.Their campaigns and advertisements focus on enhancing energy and ma

140、intaining vitality(SparkTheEnergy).TMO Popular ReportsIndonesia.eCommerce sales estimates(January 2024)Download nowSoutheast Asia eCommerce Outlook 2024Download nowSports&Outdoor(Southeast Asia Outlook August 2024)Download nowFood&Beverage(Southeast Asia Outlook September 2024)Download nowAbout TMOT

141、MO Group is a Digital Commerce Agency,Based in Shanghai,Chengdu,Hong Kong,Singapore and Amsterdam.We provide brands with Consultancy,Design,Development&Managed services covering(e)Commerce-Data-AI.TMO offers integrated solutions for the entire eCommerce value chain with a strong focus on Health&Beauty for Business-to-Consumer(B2C)/Direct-to-consumer(D2C)&Industry wide focus for Business-to-Business(B2B).To keep up with the latest eCommerce information and insights in various industries in Southeast Asia,email us at infotmogroup.asia to subscribe,click to follow us on social media: