1. Vitamins & Dietary Supplements in the Asia Pacific REGION
Is The Party Over?
DANIEL GRIMSEY, SENIOR RESEARCH ANALYST
CMA National Conference 2014 – 30th OCT 2014

2. Euromonitor International: Global Market Intelligence
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Euromonitor International: Global Market Intelligence

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VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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4. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER? 4

5. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?

6. Some Supplements are Dragging Growth Down…
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Some Supplements are Dragging Growth Down…
Evening
Primrose Oil
3% CAGR
C0 Enzyme Q10
2% CAGR
Probiotic Supplements

7. Others Supplements are Lifting Growth Up
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Others Supplements are Lifting Growth Up
Protein
13% CAGR
Paediatric
10% CAGR
Fish Oils
7% CAGR

8. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?

9. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Asia is Ageing

10. The Fastest Growing Markets for Fish Oils
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Fish Oils
“Consumers are getting more health conscious and starting to incorporate fish oils into their diet, as a defence against rising cholesterol levels.”
“The average Chinese adult consumes only about one quarter of the recommended daily intake of DHA and EPA. WHO estimates that nearly 190,000 died in China in 2010 due to low Omega-3 intake.”
14%
CAGR!

11. The Fastest Growing Markets for Calcium
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Calcium
“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 online and offline, many more Vietnamese people have learnt its benefits.”
17%
CAGR!
“Due to the lack of calcium in the diet, Chinese consumers take the intake of calcium supplements seriously, particularly for the elderly and small children.”

12. The Fastest Growing Markets for Glucosamine
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Glucosamine
“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.”
29%
CAGR!
“As disposable incomes grew, many people were willing to spend more to take care of their parents as a way of showing their love and thanks.”

13. Philippines: CalChews by Pascual Laboratories Inc
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Philippines: CalChews by Pascual Laboratories Inc
Details
Category: Calcium Supplement
Launch date: May 2012
Main active ingredients: Calcium
Retail Price: Ps180/US$4
Source:
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.

14. Thailand: Nutrilite Cal Mag Pro by Amway (Thailand)
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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:
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.

15. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?

16. Pollution is Making Headlines across the Region
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: 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)

17. The Fastest Growing Markets for Vitamin E
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Vitamin E
“Vitamin E is known as an antioxidant used by Thai women to promote skin health and slow down the ageing process.”
17%
CAGR!
“Natur-E, the leading brand  in vitamin E is promoted heavily, using pop star Sherina Munaf as brand ambassador.”

18. The Fastest Growing Markets for Vitamin C
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Vitamin C
“Given the increasing pollution and extreme weather changes in Indonesia, more consumers are taking vitamin C to prevent coughs, colds and the flu.”
“Boosted by a boom in vitamin C as consumers sought to boost their immune systems.”
17%
CAGR!

19. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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:
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.

20. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?

21. Obesity, A Small But Growing Problem
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Obesity, A Small But Growing Problem

22. The Fastest Growing Markets for Weight Management 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Weight Management
“Unlike other consumer healthcare categories, weight management continued to be dominated by direct selling players.”
“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.”
61%
CAGR!

23. Up and Away with Weight Management
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Up and Away with Weight Management
Weight Management US$m

24. The Fastest Growing Markets for Sports Nutrition
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Fastest Growing Markets for Sports Nutrition
“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!

25. Sports Nutrition Showing its Muscle
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Sports Nutrition Showing its Muscle
Sports Nutrition US$m

26. 22% CAGR! Collagen… It’s Asia’s Little Beauty Secret
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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 expensive prices, their target consumers are limited to those on higher incomes.”
“Brand’s InnerShine Marine Collagen endorsed by model Pechaya Wattanamontri, whilst Thai actress/model, Laila Boonyasak, promotes Scotch Collagen Aora, a white beauty shot with a combination of collagen extracted from deep sea fish.”
22%
CAGR!

27. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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:
Unique selling proposition (USP) or positioning: Absorbs the necessary nutrients whilst suppressing hunger and burning fat.

28. Singapore: RubyCollagen Essence by Cerebos Pacific Ltd
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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.

29. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?

30. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Fastest Growing Markets for Paediatric Vitamins and Dietary Supplements
“Paediatric vitamins and dietary supplements is an extremely niche market in India, which is primarily driven by the affluent urban consumer base.”
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.”
36%
CAGR!

31. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Baby Boom?

32. Philippines: VitaPops by United Laboratories Inc
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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:
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.

33. Indonesia: Champ’s Emulsion by CCM Pharmaceuticals Sdn Bhd
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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:
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.

34. A SNAPSHOT OF ASIA ASIA’s AGeING POPULATION POLLUTION PROBLEMS BEAUTY BOOM Baby Boom? IS THE PARTY OVER?

35. Is the Party Over? Not Quite Yet
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Is the Party Over? Not Quite Yet

36. On average, how often do you take vitamins/dietary supplements?
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
The Chinese and Indian Middle Classes are Almost as Enthusiastic as Americans
On average, how often do you take vitamins/dietary supplements?

37. There are Many Reasons to Feel Optimistic about the Future
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
There are Many Reasons to Feel Optimistic about the Future
Baby Boom
Beauty Boom
Pollution
Rising Middle Class
Ageing Population
Booming Economies

38. Senior Research Analyst
Daniel Grimsey
Senior Research Analyst
Euromonitor International
+61 (0)