Vitamins & Dietary Supplements in The Asia Pacific Region: Is The Party Over?

VITAMINS & DIETARY SUPPLEMENTS IN THE
ASIA PACIFIC REGION

IS THE PARTY OVER?
DANIEL GRIMSEY, SENIOR RESEARCH ANALYST
CMA NATIONAL CONFERENCE 2014 – 30TH OCT 2014
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? CHA CONFERENCE 2014 2
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A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATION
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Is the Party Over?

% Growth of VDS in Asia Pacific
12
10
8
6
4
2
0
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13
Asia Pacific Asia Pacific sans Japan
Some Supplements are Dragging Growth Down…
Evening C0 Enzyme Probiotic

Primrose Oil Q10 Supplements
3% CAGR 2% CAGR 2% CAGR
Others Supplements are Lifting Growth Up
Protein Paediatric Fish Oils

13% CAGR 10% CAGR 7% CAGR
A SNAPSHOT OF ASIA
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Asia is Ageing
65+ Population in Asia Pacific
500
Population in millions
450
400
350
300
250
200
150
100
50
0
The Fastest Growing Markets for Fish Oils

2008-2013
“Consumers are getting
more health conscious
and starting to
“The average Chinese adult consumes
incorporate fish oils
only about one quarter of the
into their diet, as a
recommended daily intake of DHA
defence against rising
and EPA. WHO estimates that nearly
cholesterol levels.”
190,000 died in China in 2010 due to
low Omega-3 intake.” 14%
CAGR!
The Fastest Growing Markets for Calcium

2008-2013
“To educate Thai consumers about the risk of
osteoporosis amongst the younger Thai
population, the company invited orthopaedic
surgeons as part of the campaign for free bone
mineral density check-ups in 2013.” “Through the
media from
newspaper to
television, both
“Due to the lack of calcium in the diet,

17% online and offline,
many more
Chinese consumers take the intake of
CAGR! Vietnamese
calcium supplements seriously, people have learnt
particularly for the elderly and small its benefits.”
children.”
The Fastest Growing Markets for Glucosamine

2008-2013
“Glucosamine remained the strongest performing
product… as it enjoyed high awareness not only
among the country's aging population, but also
among the rising number of consumers aged over
30 that frequently participated in sports and
exercise.”
“As disposable incomes grew, 29%

many people were willing to spend CAGR!
more to take care of their parents
as a way of showing their love and
thanks.”
Philippines: CalChews by Pascual Laboratories Inc

Details
Category: Calcium Supplement
Launch date: May 2012
Main active ingredients: Calcium
Retail Price: Ps180/US$4

Source:www.iambrigette.com
Unique selling proposition (USP) or positioning: CalChews is the first calcium

supplement that is available in chewable format. In a chewable format, it is suitable for
women on the go. It is available in chocolate and mocha caramel.
Thailand: Nutrilite Cal Mag Pro by Amway (Thailand)

Details
Category: Calcium supplement
Launch date: July 2013
Main active ingredients: Calcium,
Magnesium, Vitamin D, Mineral and Alfalfa
Retail price: Bt1,185/US$37
Source: http://rakmaenaka.blogspot.com
Unique selling proposition (USP) or positioning: To urge young Thai

consumers to take care of bone health from a young age, Amway (Thailand) invited the
general public to try a bone mineral density (BMD) test for free at its designated
Amway shops. The company is able to provide BDM tests to 15,000 people annually.
A SNAPSHOT OF ASIA
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Pollution is Making Headlines across the Region
• “China Pollution Levels Hit 20 Times

Safe Limit” (The Guardian)
• “Everything is sort of hazy.... like some
sort of Kate Bush video or something”
(Karl Pilkington, An Idiot Abroad)
• “Air Pollution Behind Decline In

Monsoon Rains” (The Times Of India)
• “Surface Ozone Pollution Killing Crops
In India” (New Delhi Times)
The Fastest Growing Markets for Vitamin E

2008-2013
“Vitamin E is known as an antioxidant used by
Thai women to promote skin health and slow
down the ageing process.”
“Natur-E, the leading

brand in vitamin E is 17%
promoted heavily, using pop
star Sherina Munaf as brand
CAGR!
ambassador.”
The Fastest Growing Markets for Vitamin C

2008-2013
“Given the increasing pollution and
extreme weather changes in
Indonesia, more consumers are
taking vitamin C to prevent coughs,
“Boosted by a boom in vitamin colds and the flu.”
C as consumers sought to boost
their immune systems.”
17%
CAGR!
China: By-Health Pearl Powder Vitamin C&E by Guangzhou By-

health Biological Engineering Co Ltd
Details
Category: Combination Dietary Supplements
Launch date: January 2013
Main active ingredients: Pearl Powder, Vitamin
C 1 & Vitamin E
Retail price: RMB298/US$49
Source: www.by-health.com
Unique selling proposition (USP) or positioning: Combined effects from pearl

powder with Vitamin C and natural Vitamin E imported from U.S. to enhance
immunity and promote skin health.
A SNAPSHOT OF ASIA
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Obesity, A Small But Growing Problem

% of Population Obese
2000-2020
18
16
14
12
10
%
8
6
4
2
0
India Indonesia China South Korea
The Fastest Growing Markets for Weight Management

2008-2013
“Unlike other consumer healthcare categories, weight
management continued to be dominated by direct
selling players.”
61%
CAGR!
“In South Korea, individual distributors of Herbalife
products are aggressive in attracting consumers. Most
distributors open shops where consumers can relax and
enjoy a foot massage.”
“Consumers usually want to lose weight quickly, so they

are increasingly interested in meal replacement
slimming products that are low calorie and high in
fibre.”
Up and Away with Weight Management

Weight Management US$m 2008-2013
900
800
700
2008
600
2009
500
2010
400
2011
300
2012
200
2013
100
0
India Indonesia Malaysia South Korea
The Fastest Growing Markets for Sports Nutrition

2008-2013
“Sales performance of sports nutrition is gaining positive momentum in line with the
growing number of gyms and fitness centres in Thailand as they become the socialising
venues where Thai urban consumers spend more of their time on indoor exercise and
body training courses.”
18%
CAGR!
Sports Nutrition Showing its Muscle

Sports Nutrition US$m 2008-2013
120
100
2008
80 2009
60 2010
2011
40
2012
20 2013
0
Thailand Indonesia China India
Collagen… It’s Asia’s Little Beauty Secret
“Many tonics and bottled nutritive

drinks products were positioned as
beauty supplements to target the rising
concern for maintaining a beautiful
appearance by the female consumers.”
“Due to their very

“Brand’s InnerShine Marine Collagen expensive prices,
endorsed by model Pechaya their target
Wattanamontri, whilst Thai
actress/model, Laila Boonyasak,
22% consumers are
limited to those
promotes Scotch Collagen Aora, a white CAGR! on higher
beauty shot with a combination of incomes.”
collagen extracted from deep sea fish.”
China: Gomini High Fiber Drink Grapefruit by LUMI Biotechnology

(Shanghai) Co Ltd
Details
Category: Weight Loss Supplements
Launch date: August 2013
Main active ingredients: Dietary Fibre
6.3g/100ml, L-Carnitine 300mg/100ml
Retail price: RMB546/ US$89 Source: http://shop.lumilady.com/product-396.html
Unique selling proposition (USP) or positioning: Absorbs the necessary

nutrients whilst suppressing hunger and burning fat.
Singapore: RubyCollagen Essence by Cerebos Pacific Ltd

Details
Category: Tonics and Bottled Nutritive Drinks
Launch date: April 2013
Main active ingredients : Collagen 3000mg,
Astaxanthin 2mg
Retail price: S$57/US$46 per 6 x 50ml bottles
Source: Euromonitor International
Unique selling proposition (USP) or positioning: The product is specially suited

for Asian skin to retain skin suppleness and lessen fine lines appearance . Micro-collagen
replenishes skin’s collagen supply and Astaxanthin protects skin against UV rays.
A SNAPSHOT OF ASIA
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Fastest Growing Markets for Paediatric Vitamins and Dietary

Supplements 2008-2013
“Paediatric vitamins and dietary supplements is an
extremely niche market in India, which is primarily
36% driven by the affluent urban consumer base.”
CAGR!
A shift away from paediatric vitamins to paediatric

Traditional Chinese Medicine.
“Paediatric multivitamins in chewable gummies

format, with a taste resembling confectionery,
remained popular among children.”
Baby Boom?
Under 15 Population in Asia Pacific
1,020,000
Population in millions
1,000,000
980,000
960,000
940,000
920,000
900,000
2011
2012
2010
2014
2013
2015
2016
2018
2019
2017
2020
2002
2001
2003
2005
2008
2007
2000
2004
2006
2009
Years
Philippines: VitaPops by United Laboratories Inc

Details
Category: Paediatric vitamins and dietary
supplements
Launch date: September 2012
Main active ingredient: Sodium ascorbate
Retail price: Ps10/US$0.22 per sachet
Source: www.unilab.com.ph
Unique selling proposition (USP) or positioning: VitaPops is the first and only
paediatric vitamin C in the market that is like a candy that pops and fizzles in the
mouth when taken.
Indonesia: Champ’s Emulsion by CCM Pharmaceuticals Sdn Bhd

Details
Category/subcategory: Pediatric Vitamins and
Dietary Supplements
Launch date: Mid 2013
Main active ingredients : Cod liver oil extract,
Vitamin A, Vitamin D, Calcium Hypophosphite
Retail price: Rp 50,000/US$4.10 for 350 ml Source: www.facebook.com/ChampsEmulsionID
Unique selling proposition (USP) or positioning: Claims to help increase

children’s appetites, without them becoming overweight. Moreover, the product aims to
optimise children’s brain development, as well as eye health, immunity, bone and teeth.
A SNAPSHOT OF ASIA
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
Is the Party Over? Not Quite Yet

% Value Growth 2005-2018
12
10
8
6
4
2
0
Asia Pacific sans Japan Asia Pacific

Poly. (Asia Pacific sans Japan)
The Chinese and Indian Middle Classes are Almost as Enthusiastic

as Americans
0 20 40 60 80 100
US
India
China Almost Every Day
Japan 1-2 Times A Week
UK 1-2 times a month
Brazil
Germany
France
On average, how often do you take vitamins/dietary supplements?
There are Many Reasons to Feel Optimistic about the Future
THANK YOU FOR LISTENING
Daniel Grimsey
Senior Research Analyst
Euromonitor International
www.euromonitor.com
daniel.grimsey@euromonitor.com
+61 (0)2 9581 9215

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VITAMINS & DIETARY SUPPLEMENTS IN THE

ASIA PACIFIC REGION

Euromonitor International: Global Market Intelligence

Euromonitor International Covers Your Industry

Is the Party Over?

Some Supplements are Dragging Growth Down…

Evening C0 Enzyme Probiotic

Others Supplements are Lifting Growth Up

Protein Paediatric Fish Oils

The Fastest Growing Markets for Fish Oils

The Fastest Growing Markets for Calcium

“Due to the lack of calcium in the diet,

The Fastest Growing Markets for Glucosamine

“As disposable incomes grew, 29%

Philippines: CalChews by Pascual Laboratories Inc

Category: Calcium Supplement

Launch date: May 2012

Main active ingredients: Calcium

Retail Price: Ps180/US$4

Unique selling proposition (USP) or positioning: CalChews is the first calcium

Thailand: Nutrilite Cal Mag Pro by Amway (Thailand)

Unique selling proposition (USP) or positioning: To urge young Thai

Pollution is Making Headlines across the Region

• “China Pollution Levels Hit 20 Times

• “Air Pollution Behind Decline In

The Fastest Growing Markets for Vitamin E

“Natur-E, the leading

The Fastest Growing Markets for Vitamin C

China: By-Health Pearl Powder Vitamin C&E by Guangzhou By-

Unique selling proposition (USP) or positioning: Combined effects from pearl

Obesity, A Small But Growing Problem

The Fastest Growing Markets for Weight Management

“Consumers usually want to lose weight quickly, so they

Up and Away with Weight Management

The Fastest Growing Markets for Sports Nutrition

Sports Nutrition Showing its Muscle

Collagen… It’s Asia’s Little Beauty Secret

“Many tonics and bottled nutritive

“Due to their very

China: Gomini High Fiber Drink Grapefruit by LUMI Biotechnology

Unique selling proposition (USP) or positioning: Absorbs the necessary

Singapore: RubyCollagen Essence by Cerebos Pacific Ltd

Unique selling proposition (USP) or positioning: The product is specially suited

Fastest Growing Markets for Paediatric Vitamins and Dietary

A shift away from paediatric vitamins to paediatric

“Paediatric multivitamins in chewable gummies

Philippines: VitaPops by United Laboratories Inc

Indonesia: Champ’s Emulsion by CCM Pharmaceuticals Sdn Bhd

Unique selling proposition (USP) or positioning: Claims to help increase

Is the Party Over? Not Quite Yet

Asia Pacific sans Japan Asia Pacific

The Chinese and Indian Middle Classes are Almost as Enthusiastic

On average, how often do you take vitamins/dietary supplements?

There are Many Reasons to Feel Optimistic about the Future

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