Weight Management and Wellbeing in Malaysia

PROSPECTS

Rising popularity of supplement nutrition drinks

Supplement nutrition drinks have become increasingly important and popular within Malaysia. Consumers are more aware of the importance of balanced nutrition which has encouraged many to adopt consumption of supplement nutrition drinks.

Leading healthier lifestyles

Malaysians are increasingly adopting clean-eating lifestyles and engaging in active sporting activities which is affecting demand for weight management and wellbeing. Higher numbers of Malaysians are substituting the intake of meal replacement ranges and weight loss supplements with sporting activities such as attending gyms and running marathons.

COMPETITIVE LANDSCAPE

Direct sellers remain highly competitive

Direct selling players such as Nu Skin, Amway, Herbalife and Total Image have gained significant share in weight management and wellbeing. Leading players such as Nu Skin continued to outperform rivals through highly- renowned meal replacement products, namely its ageLOC TR90 range.

Large and wide distribution networks

Weight management and wellbeing products were distributed across various retail channels in 2018. While direct selling possesses a high share for meal replacement brands such as Nutrilite, Nu Skin and Herbalife, grocery specialist retailers such as supermarkets and hypermarkets as well as pharmacies such as Caring Pharmacy display strong distribution share in supplement nutrition drinks and weight loss supplements.

Aggressive promotional strategies through price competition

Non-direct selling brands are strongly engaged in price competition to fight for share. For example, Abbott constantly offered supplement nutrition drinks such as Ensure Gold and Glucerna in bundles of two at cheaper promotional prices.

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