Executive Summary

Oct 2019
PROSPECTS
A slight decrease in inflation offers hope for dietary supplements to become more popular

Increasing inflation is a limiting factor on sales of dietary supplements in the Philippines. Amid rising prices, manufacturers of dietary supplements frequently struggle to raise the popularity of their products among budget-conscious Filipinos who tend to rely on treating diseases instead of preventing them.

Brands of probiotic supplements continue to innovate to attract consumers who tend to prefer food with probiotic content

The demand for probiotic supplements increased strongly in the review period, albeit from a low base, mainly thanks to companies’ dynamic marketing activities. As Filipinos have become educated on the benefits of consuming probiotic products, but tend to prefer food alternatives for probiotic content, such as Yakult and other yoghurts, more brands have offered a number of probiotic supplements in different formats, such as powder and capsules, as they have realised that more innovative products are necessary in order to attract customers.

Beauty-positioned dietary supplements see steady growth supported by social media and consumers’ concern for their health and looks

Dietary supplements brands that are positioned for beauty remain popular in the Philippines as consumers continue to pay more attention to their health and appearance. Filipinos’ use of social media is a significant factor in the growth of dietary supplements as it has made consumers more self-conscious, self-aware and educated on beauty topics, lessening the need for companies to employ intensive marketing strategies.

COMPETITIVE LANDSCAPE
UHS Essential Health Philippines continues to lead due to the significant position of direct selling in dietary supplements

In 2019, UHS Essential Health Philippines Inc continued to lead value sales of dietary supplements in the Philippines. The key successes of the company are its strong brand reputation, high product quality and strong relationship with its customers.

Non-direct selling players compete by making greater marketing efforts to increase consumers’ awareness of their dietary supplement products

Some local small players, which do not operate in direct selling, are present in dietary supplements. They have gained penetration due to their strategic and competitive pricing, which attracts lower-income consumers through various retail channels, such as grocery retailers and street stalls.

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Dietary Supplements in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dietary Supplements industry in Philippines 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 Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dietary Supplements in Philippines 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 Philippines?
  • What are the major brands in Philippines?
  • 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 the Philippines - Category analysis

HEADLINES

PROSPECTS

A slight decrease in inflation offers hope for dietary supplements to become more popular
Brands of probiotic supplements continue to innovate to attract consumers who tend to prefer food with probiotic content
Beauty-positioned dietary supplements see steady growth supported by social media and consumers’ concern for their health and looks

COMPETITIVE LANDSCAPE

UHS Essential Health Philippines continues to lead due to the significant position of direct selling in dietary supplements
Non-direct selling players compete by making greater marketing efforts to increase consumers’ awareness of their dietary supplement products

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 the Philippines - Industry Overview

EXECUTIVE SUMMARY

Steady growth continues in consumer health as the gap narrows between prevention and treatment
Air pollution and population growth contribute significantly to the growth of consumer health in 2019
Players use television advertising to increase brand awareness
Internet retailing makes gradual headway into consumer health
Stable growth is expected for consumer health in the forecast period as a balance is struck between consumers’ self-care and their price sensitivity

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 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 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

DEFINITIONS

SOURCES

Summary 1 Research Sources