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Vitamins and Dietary Supplements in Asia Pacific: Is the Party Over?

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Consumer health analyst Daniel Grimsey presented on vitamins and dietary supplements in the Asia Pacific region for the national conference of Complementary Medicines Australia (CMA) in Sydney on October 30, 2014. Asking the pertinent question “Is the party over?”, Daniel outlined the key growth drivers for vitamins and dietary supplement sales in APAC, identified the star performers within the category and assessed the future direction for the consumer health in the Asia Pacific region.

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Vitamins and Dietary Supplements in Asia Pacific: Is the Party Over?

  1. 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. 2. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  3. 3. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? 12 10 8 6 4 2 © Euromonitor International CHA CONFERENCE 2014 3 0 % Growth of VDS in Asia Pacific 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 Asia Pacific Asia Pacific sans Japan Is the Party Over?
  4. 4. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 4 Some Supplements are Dragging Growth Down… Evening Primrose Oil 3% CAGR C0 Enzyme Q10 2% CAGR Probiotic Supplements 2% CAGR
  5. 5. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 5 Protein 13% CAGR Paediatric 10% CAGR Fish Oils 7% CAGR Others Supplements are Lifting Growth Up
  6. 6. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  7. 7. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? 500 450 400 350 300 250 200 150 100 50 © Euromonitor International CHA CONFERENCE 2014 7 0 Population in millions 65+ Population in Asia Pacific Asia is Ageing
  8. 8. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 8 The Fastest Growing Markets for Fish Oils 2008-2013 14% CAGR! “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.” “Consumers are getting more health conscious and starting to incorporate fish oils into their diet, as a defence against rising cholesterol levels.”
  9. 9. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 9 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.” “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.” “Through the media from newspaper to television, both online and offline, many more Vietnamese people have learnt its benefits.” 17% CAGR!
  10. 10. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? “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 © Euromonitor International CHA CONFERENCE 2014 10 The Fastest Growing Markets for Glucosamine 2008-2013 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.”
  11. 11. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Philippines: CalChews by Pascual Laboratories Inc © Euromonitor International CHA CONFERENCE 2014 11 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.
  12. 12. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Thailand: Nutrilite Cal Mag Pro by Amway (Thailand) © Euromonitor International CHA CONFERENCE 2014 12 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.
  13. 13. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  14. 14. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 14 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)
  15. 15. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 15 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.” 17% CAGR! “Natur-E, the leading brand in vitamin E is promoted heavily, using pop star Sherina Munaf as brand ambassador.”
  16. 16. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 16 The Fastest Growing Markets for Vitamin C 2008-2013 17% CAGR! “Boosted by a boom in vitamin C as consumers sought to boost their immune systems.” “Given the increasing pollution and extreme weather changes in Indonesia, more consumers are taking vitamin C to prevent coughs, colds and the flu.”
  17. 17. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 17 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$49 Source: www.by-health.com Unique selling proposition (USP) or positioning: Combin ed effects from pearl powder with Vitamin C and natural Vitamin E imported from U.S. to enhance immunity and promote skin health.
  18. 18. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  19. 19. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Obesity, A Small But Growing Problem 18 16 14 12 10 8 6 4 2 © Euromonitor International CHA CONFERENCE 2014 19 0 India Indonesia China South Korea % % of Population Obese 2000-2020
  20. 20. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 20 The Fastest Growing Markets for Weight Management 2008-2013 “Unlike other consumer healthcare categories, weight management continued to be dominated by direct selling players.” “In South Korea, individual distributors of Herbalife products are aggressive in attracting consumers. Most distributors open shops where consumers can relax and enjoy a foot massage.” “Consumers usually want to lose weight quickly, so they are increasingly interested in meal replacement slimming products that are low calorie and high in fibre.” 61% CAGR!
  21. 21. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? 900 800 700 600 500 400 300 200 100 © Euromonitor International CHA CONFERENCE 2014 21 0 India Indonesia Malaysia South Korea 2008 2009 2010 2011 2012 2013 Up and Away with Weight Management Weight Management US$m 2008-2013
  22. 22. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? “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 © Euromonitor International CHA CONFERENCE 2014 22 The Fastest Growing Markets for Sports Nutrition 2008-2013 body training courses.” 18% CAGR!
  23. 23. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? 120 100 80 60 40 20 © Euromonitor International CHA CONFERENCE 2014 23 0 Thailand Indonesia China India 2008 2009 2010 2011 2012 2013 Sports Nutrition Showing its Muscle Sports Nutrition US$m 2008-2013
  24. 24. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 24 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.” 22% CAGR! “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.” “Due to their very expensive prices, their target consumers are limited to those on higher incomes.”
  25. 25. 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 © Euromonitor International CHA CONFERENCE 2014 25 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.
  26. 26. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 26 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.
  27. 27. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  28. 28. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 28 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 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!
  29. 29. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? 1,020,000 1,000,000 980,000 960,000 940,000 920,000 © Euromonitor International CHA CONFERENCE 2014 29 Baby Boom? 900,000 Under 15 Population in Asia Pacific 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Population in millions Years
  30. 30. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Philippines: VitaPops by United Laboratories Inc © Euromonitor International CHA CONFERENCE 2014 30 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.
  31. 31. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Indonesia: Champ’s Emulsion by CCM Pharmaceuticals Sdn Bhd © Euromonitor International CHA CONFERENCE 2014 31 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.
  32. 32. A SNAPSHOT OF ASIA ASIA’S AGEING POPULATION POLLUTION PROBLEMS BEAUTY BOOM BABY BOOM? IS THE PARTY OVER?
  33. 33. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? Is the Party Over? Not Quite Yet 12 10 8 6 4 2 © Euromonitor International CHA CONFERENCE 2014 33 0 % Value Growth 2005-2018 Asia Pacific sans Japan Asia Pacific Poly. (Asia Pacific sans Japan)
  34. 34. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 34 The Chinese and Indian Middle Classes are Almost as Enthusiastic as Americans 0 20 40 60 80 100 US India China Japan UK Brazil Germany France Almost Every Day 1-2 Times A Week 1-2 times a month On average, how often do you take vitamins/dietary supplements?
  35. 35. VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER? © Euromonitor International CHA CONFERENCE 2014 35 There are Many Reasons to Feel Optimistic about the Future
  36. 36. 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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