August 7, 2024 – In Asia Pacific, consumers prefer supplements to enhance their overall health, boost immunity, and manage wellness needs as per their individual preferences. Innova’s 360 research into supplement trends allows for the identification of key insights into consumer preferences, market size, top companies, and other factors that shape the category.
Consumer Supplement Insights
Healthy living is a major focus for the modern consumer. With pressure on healthcare systems, self-care is becoming increasingly important, while consumers are looking to prevention rather than cure. This aligns with one of Innova’s Top 10 Trends for 2024, “Prioritizing Prevention,” which emphasizes consumers taking positive action to prevent health concerns before they arise.
In Asia Pacific, 34% of consumers consider taking supplements as a direct action to maintain their health. Supplement trends research shows that more than 4 in 5 consumers in Asia Pacific take at least one kind of supplement. Asia Pacific consumers exceed the global average, with 87% using supplements compared to the global average of 78%.
Millennials are the most dedicated supplement users, especially those positioned for specific conditions. Boomers buy less supplements than other generations, but they stand out for using them for joint and brain health. Gen Z is the only generation to favor single vitamins over multivitamins. Personalized supplements are an important trend in this market.
Consumers take supplements to feel well, age healthfully, and support physical and mental health. They specifically use supplements for gut and immune health. Vitamins are the top type of supplement. While tablets and capsules remain the most popular formats, there is a rising interest in liquids, powders, and gummies.
Supplement Market Size and Trends
Supplement trends research displays a 7% rise in the market value of supplements in Asia Pacific over the past five years, slightly ahead of the global average of 6%. Seven Asia Pacific markets rank among the world’s top 10 countries for supplement market value, with China and Japan leading in market value and Vietnam as the fastest-growing country.
Asia Pacific represents 48% of global supplement sales, with segmentation varying by country. China drives the “other supplements” category, particularly with strong sales in children’s supplements and liquid products, which remain niche in other parts of Asia Pacific. Vietnam and India have high penetration for broad dietary supplements, indicating a strong focus on botanical solutions popular in traditional medicine.
Top Companies and Brands
The supplement market is highly fragmented, with diverse businesses such as multinational nutrition firms, specialist retail chains, multi-level marketers, and diversified supplement specialists. The top five innovators in Asia Pacific are Blackmores, H&H Group, Amway, Byhealth, and Liancun Pharmaceutical. These innovators account for 7% of total new product launches in Asia Pacific supplements over the past five years.
Supplement trends research reveals that international forces are exploring the APAC market. Nestlé’s Health Science division has emerged as a significant player, entering the region with the acquisition of The Better Health Company in New Zealand in 2022. Similarly, Unilever has been expanding its presence in the supplements category since 2019, acquiring major Western brands and introducing several of its existing lines into the Chinese market.
Supplements Product Launch Trends
Over the past five years, Asia Pacific has seen a 6% rise in supplement launches. China, India, and Australia represent over half of these launches, with Thailand emerging as the fastest-growing country. Supplement trends research shows that national differences shape new product development, with vitamin and mineral launches dominating in China while botanical and herbal supplements lead in India and Australia.
The majority of the Asia Pacific supplement launches are from the “others” category, within which, there has been particularly strong growth in concentrates, melatonin, sports supplements, and women’s specialty supplements.
Energy and stamina, skin health, and brain and mood health claims on supplements have increased in their share of launches in Asia Pacific. Mental acuity claim is also rising. Immune health, as well as health and wellness claims are emerging, indicating a rising consumer focus on holistic health.
Top Flavors and Ingredients in Supplements
The top 5 flavors in Asia Pacific supplement launches are orange, strawberry, lemon, mango, and berry. Additionally, red raspberry is an emerging flavor in the supplement market.
Another one of Innova’s Top 10 Trends of 2024, “Ingredients: Taking the Spotlight,” is prominent in supplement launches in Asia Pacific. This trend emphasizes hero ingredients and how consumers respond to them. The ingredient space in the supplement market is evolving, with several ingredients increasing their presence in the market, ranging from those for mental health and beauty to sleep support and weight loss. L-theanine for relaxation, hyaluronic acid for beauty, and melatonin for sleep have all shown an increase over the past five years. This indicates a growing demand for supplements that offer overall health solutions.
What’s Next in the Supplement Trends?
Supplement trends research reveals that 47% of consumers in China, India, and Indonesia believe improved sleep helps them feel well. Many prefer sleep as a wellness strategy over taking supplements, presenting an opportunity for brands to develop products that enhance both sleep quality and quantity.
Brands can target Millennials by offering condition-specific supplements and personalized solutions. There is also growing interest in gummy, liquid, and chewable formats that can blend health benefits with an enjoyable eating and drinking experience. Therefore, brands can look to improve taste profiles in these formats so consumers can take pleasure in gaining nutrition from supplements within food and drink rather than simply taking them in a less palatable format.
Beauty supplements are a growing area of interest, with suppliers exploring a diverse range of active ingredients. Brands can leverage this trend by integrating beauty themes into their supplement formats and creating packaging that competes with traditional beauty products.
The supplement market is likely to witness brands further innovating with formulations that blend wellness benefits with enjoyable consumption experiences, catering to evolving consumer preferences.
This article is based on our report, “Now & Next in Supplements in Asia Pacific.” If you are interested in reading this report, feel free to request a demo.
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