This document is a report released by TMO Group in November 2024 on the development trends of the online dietary supplement market in Southeast Asia. The main contents include:
1. Overview of E-commerce and Health Supplement Markets in Six Southeast Asian Countries
- Six-country Overview: Introduces information on the population, estimated e-commerce sales in 2024, year-on-year growth, 2023 health supplement market size and share, and high sales or high-growth categories for Thailand, Malaysia, Singapore, Vietnam, the Philippines, and Indonesia.
- Consumer Preferences: Compares the differences in dietary supplement preferences between Chinese and Southeast Asian consumers. Southeast Asian consumers focus more on basic nutrition, energy supplementation, weight management, joint health, etc. Due to the hot climate, hydration and electrolyte products are popular among outdoor groups, and beauty supplements are increasingly popular. Some countries have demand for halal-certified products. Chinese consumers mainly focus on immune support, gut health, antioxidants, sleep, and weight management. There is high demand for elderly health and beauty products, and the children's and adolescent nutrition supplement market is also growing.
- China-ASEAN Export: ASEAN is an important export market for Chinese dietary supplements. From 2017 to 2023, China's exports to ASEAN showed a growth trend, with export value reaching about USD 1 billion in 2023, a year-on-year increase of 40%, with significant growth in exports to Malaysia.
2. Details of the Southeast Asian Online Health Supplement Market
- Market Overview: From January to July 2024, health supplements in Southeast Asia achieved cumulative sales of USD 730 million on Shopee and Lazada platforms, a year-on-year increase of 49%, with cumulative sales volume of 94.72 million units, a year-on-year increase of 39%. March Ramadan is a sales peak, and sales have steadily increased since May.
- Market Size of Six Countries: Shows the market share and year-on-year sales growth of each country in the Southeast Asian health supplement market. Indonesia has the highest market share, while Singapore's growth is faster.
- Market Size of Subcategories: Nutritional health supplements have the highest market share (35.1%), followed by beauty nutritional supplements (26.8%), functional nutritional supplements (16.6%), comprehensive nutritional supplements (13.8%), and herbal nutritional supplements (7.7%).
- Best-selling Brands: US and Australian brands are highly competitive, such as Blackmores, Optimum Nutrition, Swisse, etc. Local Southeast Asian brands such as Dr.PONG from Thailand and KINOHIMITSU from Singapore also have a certain market share.
- Price Range: Products priced at USD 10 - 20 are the best sellers. Consumers in Indonesia and the Philippines are price-sensitive and prefer low-priced products; consumers in Thailand and Vietnam have high demand for mid-priced products; Malaysia and Singapore prefer high-priced products, and Singapore's mid-to-high-end market has great potential.
3. Analysis of Segmented Categories
- Nutritional Health Supplements
- Market Size of Subcategories: Divided into weight management supplements, sports supplements, probiotics, etc. Weight management supplements are the most popular in the six countries, sports nutrition supplements are more popular in Vietnam and the Philippines, and Singapore has high demand for probiotics.
- Best-selling Brands and Products: Optimum Nutrition leads in market share, with best-selling products including whey protein, weight loss supplements, etc. Whey protein ingredients are popular, and dosage forms are diverse, with gummies, tea beverages, effervescent tablets, etc., favored in addition to powders. The probiotic market is growing rapidly, with Australian brand Life Space leading in market share, and jelly dosage forms are popular.
- Beauty Nutritional Supplements
- Market Size of Subcategories: Includes collagen supplements, antioxidant supplements, anti-hair loss supplements, etc. Collagen supplements are the best sellers, especially in Indonesia, Thailand, and the Philippines. Antioxidant supplements are popular in Thailand, and the "other" category has a higher sales share in Vietnam and Malaysia.
- Best-selling Brands and Products: Singapore brand KINOHIMITSU leads in market share, collagen gummies are favored, astaxanthin and ergothioneine are popular ingredients, collagen drink dosage forms are also popular, and whitening, anti-aging, spot-lightening, and hydrating effects are highly sought after.
- Comprehensive Nutritional Supplements
- Market Size of Subcategories: Divided into multivitamins, vitamins, minerals, honey/propolis supplements, amino acids, etc. Multivitamins are the best sellers, honey/propolis supplements are most popular in Vietnam, multivitamin demand is high in Indonesia, the Philippines, and Malaysia, and vitamins have the highest sales in Thailand and Singapore.
- Best-selling Brands and Products: Australian brand Blackmores leads in market share, US brands are accelerating their layout, and multivitamin + mineral combinations are the best sellers in Southeast Asia.
- Functional Nutritional Supplements
- Market Size of Subcategories: Includes nine categories such as cardiovascular supplements, pregnancy supplements, bone and joint health supplements, etc. Cardiovascular supplements are the best sellers, followed by bone and joint health supplements, and the popularity of each category varies by country.
- Best-selling Brands and Products: International brands are highly competitive, Australian brands have significant advantages, Blackmores leads in market share, and New Zealand brands have risen significantly this year, with Goodhealth and Go Healthy newly ranked and highly positioned.
- Herbal Nutritional Supplements: Australian brand Blackmores has the highest market share, US brand BioFinest is growing rapidly, and local Southeast Asian brands such as Tolak Angin from Indonesia and Vistra, Wink White from Thailand have certain competitiveness. Best-selling products contain a variety of herbal ingredients, such as caffeine, evening primrose, chlorophyll, etc.
4. Reference for Best-selling Ingredient Lists: Provides best-selling ingredients for nutritional health supplements, beauty nutritional supplements, comprehensive nutritional supplements, functional nutritional supplements, and herbal nutritional supplements, such as prebiotics, glutathione, vitamins, fish oil, caffeine, etc.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok Market Research Analysis Report
- Published: December 17, 2024
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.