Health supplements in Southeast Asia - statistics & facts
Health and wellness have become top priorities for consumers across Asia, driving significant shifts in supplement consumption. The countries in Asia have shown varying preferences, reflecting diverse attitudes toward healthy lifestyles and nutrition. This growing focus on health has fueled the expansion of the supplement market in Southeast Asia, contributing to the Asia-Pacific region's market size of health supplements, which was projected to surpass 200 billion U.S. dollars in the near future. As consumers increasingly seek ways to enhance their immunity and overall well-being, nutrition and beauty supplements have emerged as key drivers of this booming industry in Southeast Asia.
Among Southeast Asian consumers, nutrition and beauty supplements have gained the most popularity, reflecting a focus on fitness, skincare, and overall health. Within the nutrition category, weight management and sports supplements dominated the market, aligning with the region's growing interest in active lifestyles. Among health and wellness products, vitamin supplements stood out as the most in-demand category among consumers in Southeast Asia, driven by increasing consumer awareness of preventive health. Especially consumers from the Philippines had either purchased or expressed interest in buying vitamin supplements, highlighting the strong and growing consumer demand for health-related products.
This shift reflects a growing understanding that nutrition, fitness, and medical care work together to support long-term health and quality of life.
Shifting supplement consumption in Asia
Across Asia, evolving health awareness has influenced dietary supplement consumption patterns, especially after the COVID-19 pandemic. In Indonesia and Vietnam, supplement use has increased as more consumers prioritize health and immunity. In Vietnam specifically, many consumers reported using dietary supplements or nutraceuticals to improve and strengthen their immune systems.Among Southeast Asian consumers, nutrition and beauty supplements have gained the most popularity, reflecting a focus on fitness, skincare, and overall health. Within the nutrition category, weight management and sports supplements dominated the market, aligning with the region's growing interest in active lifestyles. Among health and wellness products, vitamin supplements stood out as the most in-demand category among consumers in Southeast Asia, driven by increasing consumer awareness of preventive health. Especially consumers from the Philippines had either purchased or expressed interest in buying vitamin supplements, highlighting the strong and growing consumer demand for health-related products.
The link between healthcare, fitness, and nutrition in Southeast Asia
The increasing awareness of health and wellness in Southeast Asia extends beyond supplements, influencing broader lifestyle choices. Rising investments in healthcare infrastructure, greater access to health education, and the popularity of fitness trends have all contributed to a more proactive approach to well-being. Consumers are not only turning to supplements but are also incorporating balanced diets, exercise, and preventive healthcare into their routines. Gyms, yoga studios, and wellness centers have gained traction across the region, particularly in urban areas, as people strive to maintain a healthier lifestyle. This can be seen in Singapore’s rise in gym attendances in recent years, as the numbers almost doubled compared to those of 2014.This shift reflects a growing understanding that nutrition, fitness, and medical care work together to support long-term health and quality of life.
