Strategy Briefing

Vitamins and Dietary Supplements (VDS) in Asia Pacific

Jun 2017

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About This Report

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In Asia Pacific, trends around healthy lifestyles and prevention among older consumers trying to avoid expensive healthcare costs and extend healthy lifespans are generating growth opportunities for VDS firms, while growth is concentrated mainly through two channels: direct selling and online retail. The region shows increasing opportunities for herbal/traditional dietary supplements due to its history of traditional medicine, with China and Japan leading the region.

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Overview

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Trends toward healthy lifestyles and prevention support VDS growth

As consumers and public health agencies aim to reduce and prevent chronic diseases and increase healthy lifespans, demand for supplements as a tool to prevent medical conditions and stay healthy has increased in tandem with the ageing population in Asia Pacific, especially in China and Japan.

Dietary supplements is the standout staple in VDS

Across the three largest Asia Pacific markets, China, Japan, and South Korea, dietary supplements is the leading category within the VDS industry. In Japan, tonics is on a steady decline while demand for dietary supplements is rising. In China, dietary supplements remained the largest category within VDS, and in South Korea, consumers are increasingly buying pills and tablets to address health issues rather than relying on health drinks and tonics alone, which is boosting dietary supplements sales.

Herbal/traditional dietary supplements: Opportunity for China
Asia Pacific generated almost 60% of global herbal/traditional dietary supplements sales and China dominated with 43% retail value share in the region. Asia Pacific’s long history of traditional medicine in the forms of Ayurveda, Traditional Chinese Medicine (TCM), Kampo, Unani, Traditional Thai Medicine (TTM), and Hangul/Hanja explains the dominance of this region. The market leaders in China are New Era Health Industry and Tiens Group.

Direct sellers lead top VDS brands in Asia Pacific

Direct selling continues to be the leading channel in Asia Pacific despite a fast growing online retailing market. While Amway is the leading direct seller, it has lost share to Hong Kong-based Lee Kum Kee, which almost doubled its company value share in the region over 2011-2016.

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Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context

Aging populations supports growth in China and Japan

China leads VDS value sales with almost half of the market

Difference in growth prospects for VDS in China and Japan are clear

Herbal/traditional (H/T) dietary supplements : Opportunity for China

Non-store retailing leads top markets with e-commerce & direct selling

Preferred distribution still finding its feet in emerging markets

Leading Companies and Brands

No market consolidation besides Pakistan, Philippines and Thailand

Direct sellers lead: Amway followed by Infinitus (Lee Kum Kee)

Direct sellers continue to lead top brands in Asia Pacific

Forecast Projections

Number of untapped consumers in developed markets plateaus

VDS demand set to rise in tandem with health and prevention trends

Country Snapshots

China: Market context

China: Competitive and retail landscape

Japan: Market context

Japan: Competitive and retail landscape

South Korea: Market context

South Korea: Competitive and retail landscape

Taiwan: Market context

Taiwan: Competitive and retail landscape

Thailand: Market context

Thailand: Competitive and retail landscape

Indonesia: Market context

Indonesia: Competitive and retail landscape

India: Market context

India: Competitive and retail landscape

Hong Kong, China: Market context

Hong Kong, China: Competitive and retail landscape

Malaysia: Market context

Malaysia: Competitive and retail landscape

Philippines: Market context

Philippines: Competitive and retail landscape

Vietnam: Market context

Vietnam: Competitive and retail landscape

Singapore: Market context

Singapore: Competitive and retail landscape

Kazakhstan: Market context

Kazakhstan: Competitive and retail landscape

Pakistan: Market context

Pakistan: Competitive and retail landscape

Uzbekistan: Market context

Uzbekistan: Competitive and retail landscape

Azerbaijan: Market context

Azerbaijan: Competitive and retail landscape

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Megatrends

Strategy Briefing

Vitamins and Dietary Supplements (VDS) in Asia Pacific

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Trends toward healthy lifestyles and prevention support VDS growth

Dietary supplements is the standout staple in VDS

Direct sellers lead top VDS brands in Asia Pacific

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting Asia Pacific into context

Aging populations supports growth in China and Japan

China leads VDS value sales with almost half of the market

Difference in growth prospects for VDS in China and Japan are clear

Herbal/traditional (H/T) dietary supplements : Opportunity for China

Non-store retailing leads top markets with e-commerce & direct selling

Preferred distribution still finding its feet in emerging markets

Leading Companies and Brands

No market consolidation besides Pakistan, Philippines and Thailand

Direct sellers lead: Amway followed by Infinitus (Lee Kum Kee)

Direct sellers continue to lead top brands in Asia Pacific

Forecast Projections

Number of untapped consumers in developed markets plateaus

VDS demand set to rise in tandem with health and prevention trends

Country Snapshots

China: Market context

China: Competitive and retail landscape

Japan: Market context

Japan: Competitive and retail landscape

South Korea: Market context

South Korea: Competitive and retail landscape

Taiwan: Market context

Taiwan: Competitive and retail landscape

Thailand: Market context

Thailand: Competitive and retail landscape

Indonesia: Market context

Indonesia: Competitive and retail landscape

India: Market context

India: Competitive and retail landscape

Hong Kong, China: Market context

Hong Kong, China: Competitive and retail landscape

Malaysia: Market context

Malaysia: Competitive and retail landscape

Philippines: Market context

Philippines: Competitive and retail landscape

Vietnam: Market context

Vietnam: Competitive and retail landscape

Singapore: Market context

Singapore: Competitive and retail landscape

Kazakhstan: Market context

Kazakhstan: Competitive and retail landscape

Pakistan: Market context

Pakistan: Competitive and retail landscape

Uzbekistan: Market context

Uzbekistan: Competitive and retail landscape

Azerbaijan: Market context

Azerbaijan: Competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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