Dietary Supplements in Singapore

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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