August 28, 2024 – In Asia Pacific, consumers are increasingly opting for supplements to support their health, filling nutritional gaps and enhancing their overall well-being. Here we will discuss the key insights and influences shaping Asia Pacific supplement trends, including spotlights on product launches, top brands, and what may develop in the future.
Supplement Product Launches
In the past year, Asia Pacific has been the third leading market for global supplement launches, following Europe and North America. This growth is supported by a variety of flavors, particularly fruity and indulgent options, along with refreshing mint and peppermint flavor inclusions. Supplement trends research shows a 5% CAGR rise in Asia Pacific supplement launches over the past five years.
China is the top country in the Asia Pacific supplement market, with a 9% growth rate in launches over the past three years. It is driven by immune health supplements made with vitamins and minerals, aloe rich dietary supplements for digestive and liver health, and calcium dense offerings for bone and teeth health. The prominence of “Blue Hat” certified products ensures safety and quality, while citrus and berry flavors add significance across the country.
Vitamins and minerals are the top subcategory, followed by botanical and herbal supplements, hair, skin and nails, probiotics, and essential fatty acids. This indicates an evolving supplement market where brands and companies are going beyond traditional pills to create solutions that seamlessly integrate into daily routines.
Vitamins and Minerals Trends
Over the past five years, vitamins and minerals launch rates have fluctuated, with a notable increase in 2022. Multivitamin options, launches with vitamin B compounds, and formulations focused on children and women’s health are driving innovation in this subcategory.
Quankang Pharmaceutical is the top company for vitamins and minerals launches in Asia Pacific, driven by its brand Xinquankang. Calcium based supplements and minerals combination launches to enhance health and wellness have supported the company’s new product development.
Botanical and Herbal Supplements
Supplement trends research displays that the launch rates of botanical and herbal supplements have fluctuated over the past five years. New product development is driven by formulations featuring diverse botanical ingredients, adaptogenic herbs that enhance mental wellness, and options crafted for detoxifying specific organs like the lungs, liver, and kidneys. These offerings target respiratory health, digestion, and kidney stone dissolution, fueling innovation in this subcategory.
Vitawin is the leading company for botanical and herbal supplements launches, supported by its vegetarian capsules formulated with herbal extracts aiding certain health benefits over the past year.
Hair, Skin and Nails Trends
The hair, skin and nails subcategory experienced a 7% CAGR growth rate in launches over the past five years. The subcategory’s products feature several types of collagens, including peptides, hydrolysates, and marine collagen. Ceramides, hyaluronic acid, and peptides are added for deep hydration, while biotin rich formulas support hair and nail health. This diverse range of beauty-focused options remains attractive in this subcategory.
Life Botanics and Total Supplements are the two leading companies in hair, skin and nails launches. These companies’ growth is driven by collagen peptide dietary supplements and flavored marine collagen powder that claims to manage collagen levels, improve skin hydration, and enhance elasticity.
Probiotics Trends
In 2024, probiotic launches have experienced a slight increase, with diverse formats like powders, capsules, Vcaps, and liquids catering to various consumer preferences. Indulgent flavors such as berries and milk or dark chocolate add significance. This combination of diverse strains, prebiotic ingredients, flavors, and convenient formats has boosted product development in this subcategory.
Phytologic has been the market leader in probiotic launches over the past year. The company’s launches are supported by probiotic supplements offering 40/80 billion CFU options for gut health and targeted combinations to address different needs, like hops and valerian for sleep and olive leaf and zinc for immune support.
Claims and Positionings Trends
The top 5 positionings are immune health, skin health, health/wellness, digestive and liver health, and energy and stamina. Supplement trends research displays that immune health claims lead in India, Australia, and New Zealand.
Apart from these top 5 positionings, brain-mood health, bone health, and women’s health claims are gaining popularity in India, while consumers in Australia lean towards diabetes, mental acuity, and joint health claims. In New Zealand, brain-mood health, mental acuity, and insomnia claims are also gaining consumer attention. Meanwhile, in China, mental acuity, bone health, and pregnancy and breastfeeding claims are on the rise. These diverse preferences underscore the consumer demand for varied health benefits in the Asia Pacific supplement market.
Supplement Flavor Trends
Orange, strawberry, berry, lemon, and mango are the top 5 flavors in the Asia Pacific supplement market. Apart from these top 5 flavors, mixed berry, red apple, blackcurrant, blueberry, and milk chocolate flavors are also growing in the space. This highlights that companies are actively launching diverse flavor profiles to cater to consumer demands, driving innovation and variety in the supplement market.
What’s Next in the Supplement Trends?
In Asia Pacific, 32% of consumers have increased supplement intake to improve their physical health over the past year. This presents several opportunities for brands to innovate supplements that offer various health benefits, including immune, skin, digestive and liver, bone and heart health, catering to the diverse dietary needs of consumers.
The Asia Pacific supplement market is evolving rapidly, with vitamins and minerals leading in launches over the past year. Brands in this subcategory are launching vitamins and minerals like calcium carbonate, zinc, calcium, and magnesium, driving overall health and wellness. Supplement trends research shows that brands can watch out for the probiotics subcategory as it has experienced significant growth. Brands can explore prebiotic combinations, diverse formats, and indulgent flavors in this subcategory.
As consumer demand for dairy and indulgent flavors grows, brands are likely to introduce more fruit and indulgent flavor options like blueberry, tropical fruit, and vanilla. This focus on flavor and functionality is likely to shape the future of the supplement market, catering to the evolving tastes and health needs of consumers.
This article is based on our report, “Overview of Supplements in Asia Pacific.” If you are interested in reading this report, feel free to request a demo.
You can do this by either booking a demo or using our Contact Form.
