《探谋（TMO Group）：2025亚洲膳⻝营养补充剂市场增⻓机遇分析报告（英文版）（17页）.pdf》由会员分享，可在线阅读，更多相关《探谋（TMO Group）：2025亚洲膳⻝营养补充剂市场增⻓机遇分析报告（英文版）（17页）.pdf（17页珍藏版）》请在三个皮匠报告上搜索。

1、Published February 2025Growth Opportunities in Asias Supplement MarketMethodology:TMO Groups expert team relies on first-hand data from major eCommerce platforms in Southeast Asian-Shopee and Lazada,employs various analytical methods,and in-depth desktop research to provide readers with valuable ins

2、ights.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.Category inclusion for TMO eCommerce supplement:Please refer to the next page for details.It is important to note that this report is int

3、ended 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 ReportTMO ServicesMarket Scan&ResearchConduct a preliminary scan of different markets,define the competitive landscape and select suitabl

4、e markets 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

5、 preferences and demand trends,as well as the evolving industry standards.2Category inclusion for TMO eCommerce supplement3Health SupplementsSubcategoriesNutrition SupplementsDiet/weight loss,probiotics,sports supplements,othersBeauty SupplementsAntioxidants,collagen-based,hair Loss,skin-related,oth

6、ersGeneral Health SupplementsAmino acids,bee-related,minerals,multivitamins,vitamins,othersSpecialty SupplementsBones and joints,cardiovascular and brain health,female health,liver detox,pregnancy,sex and mens health,sleep,stress,vision,othersHerbal supplements88 herbal supplements including evening

7、 primrose,chlorophyll,stevia,acerola and more.ContentsGrowth Opportunities in Asias Health Supplements Market5Growth Opportunities in Southeast Asias Health Supplements Market6Sales Channel Distribution 20247Retail eCommerce Market Overview for Health Supplement-Asia8Retail eCommerce Market Overview

8、 for Health Supplement-Southeast Asia9TikTok Market Overview for Health Supplement-Southeast Asia 10eCommerce Market-Top Selling Categories in China and Southeast Asia11eCommerce Market-Hot Health Supplements Products in Southeast Asia12eCommerce Market-Hot Health Supplements Products in China13Mana

9、gement Summary14About TMO17Growth Opportunities in Asias Health Supplements MarketSoutheast AsiaChinaJapanSouth Korea2024 Market Size:$11 billion 2023-24 YoY Growth:+7.1%Direct selling brands activate in retail eCommerce:Herbalife,Nu Skin,USANA,Atomy,Neora2024 Market Size:$6 billion 2023-24 YoY Grow

10、th:+4.3%2024 Market Size:$36 billion 2023-24 YoY Growth:+3.4%Direct selling brands activate in retail eCommerce:Amway,Herbalife,Pola,USANA,Melaleuca,Shaklee2024 Market Size:$11 billion 2023-24 YoY Growth:-0.5%ChinaJapanSouth KoreaSoutheast Asia$36 billion$6 billion$11 billion$11 billion5Source：Eurom

11、onitor 2024Note:The market size data includes the following categories:Sports Nutrition,Vitamins and Dietary Supplement,Weight Management and Wellbeing.(Herbal/Traditional Category is not included.)Growth Opportunities in Southeast Asias Health Supplements MarketSales Revenue of Health Supplements i

12、n Southeast Asia(in Billions of USD)6MarketSales Revenue 2023Sales Revenue 20242023-24 YoY GrowthThailand4.24.58.7%Indonesia3.33.56.1%Vietnam2.52.78.0%Malaysia2.02.26.1%Philippines1.31.48.8%Singapore1.01.14.5%The growth of the Philippine market is primarily driven by:Influenced by American culture,F

13、ilipinos regularly use health supplements to meet their daily nutritional needs.According to recent data,62%of consumers in the Philippines report taking vitamins or supplements at least once a week,which is higher than the global average of 52%.Among these,Generation X women are the most consistent

14、 users,demonstrating a strong preference for regular supplementation compared to other age groups.The growth of Thailands market is primarily driven by:The proportion of Thailands population aged 65 and above is steadily increasing,and it is expected to exceed 20%by 2030.The aging populations growin

15、g demand for health supplements,as well as products supporting bone and cardiovascular health,is driving the demand for supplements in the market.Thai consumers are more willing to purchase health supplements to maintain their well-being after COVID-19.The resurgence of outdoor activities and gyms h

16、as heightened their focus on boosting immunity,fueling the demand for health supplements.The growth of Vietnams market is primarily driven by:Self-medication has become a widespread issue in Vietnam.The self-medication rate in rural areas ranges from 40%to 60%,while in urban areas,it reaches as high

17、 as 76%.This practice is favored due to poor management of over-the-counter drugs and rising healthcare costs.As a result,the demand for health supplements continues to grow.东南亚地区的保健品市场整体呈现出强劲的增势头，且增速超过了中国、本和韩国。Source：Euromonitor 2024；Consumer Lifestyles in the Philippines,June 2024Sales Channel Dis

18、tribution 2024ChinaJapanSouth KoreaIndonesiaVietnamThailandMalaysiaSingaporePhilippines76%63%51%58%22%92%26%67%13%16%37%19%33%35%8%65%33%86%8%30%9%43%9%1%Direct SellingRetail eCommerceOther retail offline 2024 Distribution of Health Supplements in Asia by Category7Source：Euromonitor 2024ChinaJapanSo

19、uth KoreaIndonesiaVietnamThailandMalaysiaSingaporePhilippines82%71%63%65%57%74%20%43%22%4%10%7%12%15%11%65%28%58%14%19%30%23%29%15%15%30%20%ChinaJapanSouth KoreaIndonesiaVietnamThailandMalaysiaSingaporePhilippines83%42%57%42%45%47%27%75%13%1%10%4%9%13%8%47%17%61%15%49%39%50%42%45%26%8%26%Sports Nutr

20、itionVitamins and Dietary SupplementsWeight Management and WellbeingDirect selling for weight management products perform well in most Southeast Asian countries,except the Philippines.Weight management supplements require ongoing tracking and community support,making face-to-face guidance and direct

21、 selling essential.In Thailand,Singapore,and Indonesia,they mainly target middle-aged women and office workers,who prefer recommendations from acquaintances and social buying.Sports nutrition are often a one-time purchase with clear consumer needs,making consumers prefer pharmacies,gyms,or online ch

22、annels over direct sales.In Vietnam,many gyms collaborate with direct selling companies,where coaches and members recommend sports nutrition products.Vietnams young consumers are increasingly turning to eCommerce for purchasing sports nutrition products.Vitamins are daily supplements,so consumers pr

23、efer stocking up at supermarkets,pharmacies,or online without needing detailed sales explanations via direct selling.Southeast Asian consumers prefer purchasing vitamins from offline channels such as pharmacies or supermarkets for convenience.Direct selling work better in markets like Malaysia and V

24、ietnam,where face-to-face communication is more common.Retail eCommerce Market Overview for Health Supplement-AsiaSoutheast AsiaChina2024 Market Size:$2.7 billion 2023-24 YoY Growth:+48.2%2024 Market Size:$24.3 billion 2023-24 YoY Growth:+60.6%2024 Market Size:$2.8 billion 2023-24 YoY Growth:+76.2%C

25、hinaSoutheast Asia$24.3 billion$2.7 billion8Japan2024 Market Size:$3.4 billion 2023-24 YoY Growth:+86.1%South KoreaSource：Euromonitor 2024JapanSouth Korea$3.4 billion$2.8 billionRetail eCommerce Market Overview for Health Supplement-Southeast Asia 9Sales Revenue of Health Supplements in Southeast As

26、ia on Shopee and Lazada(in Millions of USD)Source：TMO Group 2023.01-2024.12MarketSales Revenue 2023Sales Revenue 20242023-24 YoY GrowthVietnam21136472.8%Indonesia22932742.7%Thailand21125018.6%The Philippines12820862.3%Malaysia8315183.0%Singapore8810721.3%The growth of health supplements on eCommerce

27、 platforms(Shopee and Lazada)in Southeast Asia far exceeds the overall growth rate(7.1%),reaching two to ten times the overall rate.Malaysias Fastest Growth is driven by:Malaysias internet penetration is nearly 98%,with users spending an average of 8 hours online daily.It also ranks second in Southe

28、ast Asia for eCommerce penetration at 61.9%.To address digestive issues caused by busy lifestyles and irregular diets,Malaysian consumers tend to engage in self-medication and self-care,seeking health supplements with relevant benefits.Retailers such as Watsons,Guardian,and Caring Pharmacy also cont

29、ribute to online health supplement sales.Vietnams Growth is the second fastest,driven by:According to AMZ data,eCommerce websites dominate consumer choices in Vietnam.78%of online consumers opt for eCommerce websites,with 47%using mobile purchase apps,and 42%using social networks.Vietnam has a large

30、 young population and is one of the fastest-growing countries in Southeast Asia in terms of middle-income and affluent classes.Their strong consumption desires and abilities further boost eCommerce growth.The density of offline retail stores in northern and central Vietnam is relatively sparse,which

31、 may lead consumers in these areas to prefer online purchasing.10TikTok Market Overview for Health Supplement-Southeast Asia 225450675900ThailandIndonesiaMalaysiaVietnamThe PhilippinesSingapore2023202487%Year-on-Year635%199%124%57%The sales of health supplements on the TikTok platform have experienc

32、ed rapid growth,with year-on-year growth rates exceeding 50%in all six Southeast Asian countries.Thailands live-streaming eCommerce ecosystem is highly active.Consumer shopping habits are shifting,with traffic gradually diverting from Shopee and Lazada to TikTok.Reasons for the rapid growth in Thail

33、and:From January to August 2024,the number of product additions to the TikTok Shop in Thailand increased threefold,with collaborations between brands and creators rising four times.The number of active creators on the platform surpassed 3 million.These statistics reflect the growing importance of li

34、ve-streaming eCommerce in Thailand.Thailands younger population is highly responsive to emerging eCommerce channels and digital platforms.TikTok,as a major social platform,allows health supplements to quickly attract young consumers,driving sales growth.Sales Revenue of Health Supplements in Southea

35、st Asia on TikTok(in Millions of USD)860%Source：TMO Group 2023.01-2024.12eCommerce Market-Top Selling Categories in China and Southeast AsiaMarket Share by Category in ChinaOthers1%General Health Supplements15%Beauty Supplements16%Nutrition Supplements23%Specialty Supplements46%Market Share by Categ

36、ory in Southeast AsiaHerbal supplements11%Specialty Supplements15%General Health Supplements16%Beauty Supplements26%Nutrition Supplements31%(Functional)(Sports and weight management)(VMS)11Source：TMO Group 2024In China,consumers place greater emphasis on actual health benefits when purchasing supple

37、ments,making specialty supplements the best-selling category on eCommerce platforms,accounting for 46%of total sales.Among these,products targeting cardiovascular health,liver protection,and bone health are the most popular,reflecting a strong consumer focus on chronic disease prevention and long-te

38、rm health management.In contrast,consumer preferences in Southeast Asia differ significantly.Shoppers in this region are more focused on weight management and beauty,prioritizing external appearance and lifestyle improvements when selecting supplements.As a result,nutrition supplements are the most

39、popular category on eCommerce platforms,followed by beauty-related supplements such as collagen and skincare-enhancing products.This difference in consumer behavior may stem from cultural perspectives,lifestyle choices,and varying health awareness levels.The Chinese market is primarily driven by a h

40、ealth management mindset,whereas the Southeast Asian market is more influenced by trends in body shaping and youthfulness,shaping distinct demand patterns for supplement brands.eCommerce Market-Hot Health Supplements Products in Southeast Asia12Herbalife Original 100%-Teh HerbalifeBrand：Herbalife Ca

41、tegory:Herbal Supplements Country of Origin：USA Selling country：Indonesia Price：17 USD Sales volume：75,672 Sales revenue:1,301,573 USDOptimum Nutrition Platinum Hydro Whey Protein(3.5lbs)BEROCCA Orange Vitamin B Complex+Ascorbic Acid+Calcium+Magnesium+Zinc 30 Effervescent TabletBrand：BEROCCA Categor

42、y:General Health Supplements Country of Origin：Germany Selling country：Philippines Price：9 USD Sales volume：12,448 Sales revenue:113,572 USDDr.PONG Astaxanthin 6 mg AstaREAL Dr.Pong Natural Astaxanthin 6 mgBrand：Dr.PONG Category:Beauty Supplements Country of Origin：Thailand Selling country：Thailand

43、Price：6 USD Sales volume：15,431 Sales revenue:98,928 USDNatures Way DHA Drops Kids Smart Drops DHA Drops Helps Increase IQ,Brain Development For Children 20mlBrand:Natures Way Category:Specialty Supplements Country of Origin：Australia Selling country：Vietnam Price：14 USD Sales volume：1,974 Sales rev

44、enue:27,013 USDBrand:Optimum Nutrition Category:Nutrition Supplements Country of Origin：USA Selling country：Malaysia Price：86 USD Sales volume：25,516 Sales revenue:2,185,528 USDSource：Shopee&LazadaData Period：December 2024eCommerce Market-Hot Health Supplements Products in China13Source：TMO GroupDat

45、a Period：December 2024Qlane Growth Tablets Lysine Calcium Teenagers and Children Students Vitamin D3 Iron Zinc Magnesium DHA Official Flagship StoreBrand：Qlane Category:Specialty Supplements Country of Origin：USA Price：57 USD Sales volume：15,164 Sales revenue：1,399,031 USDSlekan NMN18000 Antigen Imp

46、orted NAD+Supplement Aging Health Products Official Flagship StoreSchubert probiotics stomach powder imported adult stomach activity adult conditioning gastrointestinal tract care pregnant women during pregnancyGNC Time Pack Daily Nutrition Pack Women Mens Multivitamin 30 Health Products WomensAmeri

47、can Amway Nutrilite plant protein powder 900g large can of middle-aged and elderly adult protein powder for sale in MalaysiaBrand：Slekan Category：Beauty Supplements Country of Origin：USA Price：92 USD Sales volume：25,755 Sales revenue：1,461,895 USD Brand：Lifesflora Category:Nutrition Supplements Coun

48、try of Origin：UK Price：24 USD Sales volume：30,025 Sales revenue：706,020 USD Brand：GNC Category:General Health Supplements Country of Origin：USA Price：39 USD Sales volume：14,369 Sales revenue：457,371 USDBrand：Amway Category:Nutrition Supplements Country of Origin：USA Price：51 USD Sales volume：420 Sal

49、es revenue：21,559 USD Management Summary-Major Asian Health Supplements Markets comparison(2024)14CategorySouth KoreaSoutheast AsiaChinaJapanMarket GrowthSteady growthSteady but price-sensitive growthModest growthMinimal growthKey OpportunitiesBeauty&skincare supplements,collagen,probiotics,function

50、al foodsAffordable wellness products,e-commerce-driven sales,aging population needsHigh-end imported supplements,specialized health products(cardio,liver,pediatric)Beauty-related vitamins,sports nutrition,multivitamins for general healthKey Consumer TrendsHolistic health focus;strong preference for

51、functional foods and K-health trendsValue-conscious consumers,rising interest in healthy aging and immune healthRising demand for targeted health solutions(cardiovascular,liver,paediatric health)Health&beauty consciousness driving multivitamin and targeted vitamin demandRegulatory LandscapeStrict ap

52、proval process for health claims;heavy advertising regulationsVaried regulations;some markets require approval while others have open policiesDual-track system:imported products require registration,domestic products can be filedStringent regulations on health claims and functional labelingE-commerc

53、e&Direct SellingE-commerce dominant;direct selling stable but evolvingGrowing e-commerce;direct selling active in niche health categoriesE-commerce dominates;livestreaming and direct selling remain key channelsE-commerce strong;direct selling plays a niche rolePopular Product SegmentsProbiotics,gins

54、eng-based supplements,beauty-oriented health productsNMN supplements,affordable multivitamins,herbal/traditional medicineHigh-priced imported supplements,functional health foods,TCM-based productsMultivitamins,vitamin B&C,sports nutritionManagement Summary 15 eCommerce dominates across all regions,w

55、ith live-streaming key in China and social commerce rising in Southeast Asia.Regulatory hurdles vary,with China having the relaxed import requirements via cross border eCommerce,while Japan and South Korea have structured but manageable frameworks.Southeast Asia presents a price-sensitive but high-p

56、otential market,requiring affordable yet credible product positioning.Korea and Japans beauty-health overlap offers synergy for beauty-driven supplements,unlike the U.S.,which prioritizes customization and holistic wellness.For U.S.brands looking to expand in Asia,China and Korea offer premium posit

57、ioning opportunities,Japan requires strong brand credibility,and Southeast Asia demands affordability and accessibility.China:Strict regulations limit traditional direct selling,but social commerce&private communities offer new opportunities.Japan&South Korea:Regulated but open to innovation,subscri

58、ption-based wellness programs and influencer-driven sales can thrive.Southeast Asia:Strongest direct selling potential,leveraging community trust&hybrid online-offline strategies.Strategic Takeaways for Direct Selling IndustryMarket overview16*Kindly click on the cover to download for free.Our Resou

59、rcesOutlookData PackMarket LocalizationAbout TMOTMO 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 eCommer

60、ce 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: