Dietary Supplements in Singapore

PROSPECTS

Innovation is key, but requires education

Dietary supplements is fragmented in Singapore, with competition between brands intense. Consequently, companies are investing in new product developments to differentiate themselves in the market.

Probiotic supplements offers potential growth

Probiotic supplements is set to be one of the categories posting the strongest growth over the forecast period, as more consumers pay increasing attention to their gut and digestive health. Intense competition from probiotic drinks, including Yakult and Vitagen, is spurring further product development within the category.

COMPETITIVE LANDSCAPE

General Nutrition Centers leads a fragmented category

Dietary supplements remains highly fragmented in Singapore. General Nutrition Centers was the leading brand manufacturer in 2018, as it offers a wide range of products and has a strong presence in Singapore.

Non-store retailing popular in the category

Competitive pressures are increasing as more consumers flock to online retailers such as iHerb to purchase dietary supplements. Direct selling companies also remain relevant, with Nu Skin Enterprises Singapore, Amway and USANA Health Sciences Singapore among the top 10 players.

Scientifically-backed supplements gain popularity

Unlike OTC drugs, dietary supplements in Singapore do not have to be approved or licensed by the Health Sciences Authority (HSA) before they hit the shelves. Over the review period, dietary supplements received both media and public attention because of recalls and findings of contamination and mislabelling.

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