Executive Summary

Oct 2019
PROSPECTS
Ageing population drives demand for dietary supplements with joint, bone and brain positioning

Dietary supplements remained a large fragmented category which offers a range of segmentation and positioning to target various consumer groups. It continued to record a stable performance in 2019.

Niche of probiotic supplements set to record stronger growth due to increasing interest in products supporting gut health

Probiotic supplements continued to experience strong demand in 2019 growing from a low base, as Singaporeans looked to support their gut health due to their stressful busy lives which often involve eating out and unhealthy diets. The latter can lead to digestive health problems, and probiotic supplements offers them the chance to prevent any issues before they need to be further addressed such as taking digestive remedies.

Beauty positioning increasing in popularity within dietary supplements

There is an increasing trend for beauty from within in Singapore, with a growing number of products and brands entering the beauty segment of dietary supplements, with this positioning type continuing to record double-digit current value growth in 2019, although this growth is from a low base. While tonics used to be the main format that targeted beauty-related requirements such as strengthening nails or supporting skin, increasing segmentation is emerging that is tailored towards women’s skin care, with collagen a particularly popular ingredient for supplements.

COMPETITIVE LANDSCAPE
General Nutrition Centers retains slim lead of fragmented category

General Nutrition Centers Inc retained its leadership of a highly fragmented competitive landscape for dietary supplements in 2019. The player’s GNC brand benefits from a strong presence in Singapore, supported by a wide distribution network as a retailer.

Direct selling players help maintain presence of second-largest distribution channel

Despite losing some value share in 2019, direct selling remained as the second most popular distribution channel for dietary supplements, after drugstores/parapharmacies. This was supported by the presence of direct selling companies such as Nu Skin Enterprises, USANA Health Sciences, Amway and Herbalife.

Internet retailing continues to gain ground

Although holding low value share in 2019, internet retailing continued to record strong current value growth in 2019, attracting consumers by offering a broad range of products in addition to exclusive promotions for online purchases. This is a strategy utilised by Watsons, with health and beauty specialist retailers keen to capitalise on the increasing popularity of internet retailing by developing online sites to support further sales as store-based retailing slowly starts to lose ground.

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Dietary Supplements in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dietary Supplements industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dietary Supplements in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dietary Supplements in Singapore?
  • What are the major brands in Singapore?
  • Are combination products with acetaminophen still popular?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Dietary Supplements in Singapore - Category analysis

HEADLINES

PROSPECTS

Ageing population drives demand for dietary supplements with joint, bone and brain positioning
Niche of probiotic supplements set to record stronger growth due to increasing interest in products supporting gut health
Beauty positioning increasing in popularity within dietary supplements

COMPETITIVE LANDSCAPE

General Nutrition Centers retains slim lead of fragmented category
Direct selling players help maintain presence of second-largest distribution channel
Internet retailing continues to gain ground

CATEGORY DATA

Table 1 Sales of Dietary Supplements by Category: Value 2014-2019
Table 2 Sales of Dietary Supplements by Category: % Value Growth 2014-2019
Table 3 Sales of Dietary Supplements by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Dietary Supplements: % Value 2015-2019
Table 5 LBN Brand Shares of Dietary Supplements: % Value 2016-2019
Table 6 Forecast Sales of Dietary Supplements by Category: Value 2019-2024
Table 7 Forecast Sales of Dietary Supplements by Category: % Value Growth 2019-2024

Consumer Health in Singapore - Industry Overview

EXECUTIVE SUMMARY

Changing demographics and unhealthy lifestyles support demand for consumer health
Preventative approach supports demand for vitamins and dietary supplements for both adults and children
Multinational players lead increasingly fragmented competitive landscape
Domination of health and beauty specialist retailers but smaller channels offer consumers convenience and competitive prices
Further growth for consumer health supported by health and wellness trend and preventive approach to wellbeing

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format: % Value 2014-2019
Table 16 Distribution of Consumer Health by Format and Category: % Value 2019
Table 17 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 18 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources