The Asia Pacific nutritional supplements market size was valued at USD 149.4 billion in 2022 and is anticipated to grow at a compound annual growth rate (CAGR) of 6.1% from 2023 to 2030. Asia Pacific has been one of the forerunners in the nutritional supplements market. The population across the sub-continent has been increasingly leaning towards leading a healthier life by adopting more traditional means and methods, using naturally sourced foods, supplementation, and dietary additives. The geriatric population has reached an all-time high in countries such as Japan and China. Improving the quality of life through nutritional supplementation and functional foods has become a priority, driving the market in the Asia Pacific region.
The COVID-19 pandemic has negatively impacted the growth of the nutritional supplements market in the Asia Pacific region. The majority of the revenue for this region is through exports, and due to global lockdowns, the supply chain was disrupted, negatively affecting the market's growth. The demand for nutritional supplementation grew multi-fold, which allowed local vendors to flourish in the regional market. Immunity-boosting supplements were the highly demanded category across the region. According to a report by FMCG Gurus, more than 55% of people in the Asia Pacific region have been more conscious about boosting their immunity during COVID.
The growing awareness among people regarding the benefits of nutritional supplementation and ease of availability in the region are key factors driving the market. The rise in per capita disposable income in the region’s countries has increased spending on dietary supplements. As per the National Bureau of Statistics of China, USD 1,100 in per capita disposable income has increased in 4 years, from 2008 to 2012. Consumers in the region are becoming increasingly conscious about their diets, propelling the growth of the nutritional supplements market.
Asia Pacific is known for its prowess in traditional medicine, and the population has now started preferring naturally sourced products, functional foods, and enriched foods. The shift towards a comprehensive approach to health and well-being has impacted the nutritional supplements market, especially those derived from natural sources. Nutritional supplements have now become a daily household item across the region.
Growing inclination toward sports and physical activity to achieve fitness goals has also been a key factor in the growth of the supplements market. Fitness enthusiasts and professional athletes regularly consume fitness supplements, like protein powders and energy-boosting supplements, which, in turn, have contributed to the market growth. According to a report published by the Global Wellness Institute, APAC’s physical activity market represents more than 30% of the global market.
The increase in the prevalence of chronic diseases due to rapid urbanization and changing lifestyles has contributed significantly to the market's growth. People are increasingly opting for nutritional supplementation to overcome deficiencies, complete their nutritional requirements, and avoid diseases associated with a lack of physical activity. The low cost of raw materials and the popularity of naturally sourced products have also contributed significantly to the market's growth.
The functional food & beverages segment dominated the market and accounted for the largest revenue share of 54.4% in 2022. The category comprises probiotics, Omega-3, fatty acids, and other products. Probiotics have been in demand since they promote a healthy gut, resulting in lesser changes in the stomach and GI-related chronic problems.
The sports nutrition segment is expected to grow at the fastest CAGR of 8.1% during the forecast period due to increased people moving towards a fitter and more active lifestyle. Asia Pacific is becoming a booming market for sports nutrition products owing to the increasing awareness regarding health and government initiatives towards making people fitter and healthier, thereby reducing the country's disease burden and saving billions of dollars on healthcare. All of these factors have contributed to the growth of the market.
The adult segment dominated the market with the largest revenue share of 29.0% in 2022, owing to their inactive lifestyles and rapid urbanization, the adult population has become more predisposed to chronic diseases like diabetes, hypertension, and cardiovascular diseases. The prophylactic base of treatment to avoid contracting these diseases has been consuming functional foods, nutrient-rich foods, and nutritional supplementation, thus driving the market.
The children segment is expected to grow at the fastest CAGR of 7.2% during the forecast period. The major products in this category are meant for good physical and mental growth. The importance of balanced nutrition and knowledge of the same is growing, positively impacting the growth of the Asia Pacific market.
The powder formulation segment dominated the market and accounted for the largest revenue share of 38.7% in 2022, owing to the growing market for sports nutrition. Most of the products in the segment, like protein and amino acid supplementation, are in powder formulations. They are easier to absorb, and they come in a variety of flavors. This has been a major factor behind the success of the market.
The softgels segment is expected to grow at the fastest CAGR of 7.1% over the forecast period from 2023 to 2030. Softgels have gained popularity as a favored dosage form for nutritional supplements within the Asia Pacific region due to their advantages, including ease of swallowing, precise dosing capabilities, and the ability to encapsulate diverse ingredients. The demand for nutritional supplements, particularly in softgel form, is influenced by critical factors such as product quality, efficacy, safety, and adherence to regulatory compliance. In the Asia Pacific market, consumers are displaying a growing preference for trusted brands and products that are backed by scientific evidence and adhere to stringent quality standards.
The capsule formulation segment is expected to grow at a lucrative CAGR during the forecast period. This is because functional food supplements like Omega-3 and certain probiotics are all in capsule formulations, and functional foods are a large market segment. The benefits associated with capsule formulation include including multiple supplements in one dose and ease of consumption by all age groups, which, in turn, is expected to fuel the market growth.
The brick and mortar segment dominated the market and accounted for the largest revenue share of 69.8% in 2022. A large number of people are still purchasing through brick-and-mortar stores. However, online sales or e-commerce platform has been gaining much momentum. The ongoing pandemic, the availability of more options in a single place, and discounted rates have been the primary factors for the growth of the e-commerce platform. Many people who have shifted to purchasing from online platforms are bound to continue with it.
The E-commerce platforms segment is expected to grow at the fastest CAGR of 7.0% during the forecast period. It has been increasingly gaining a lot of traction due to COVID restrictions and lockdowns and initiatives the market players took to collaborate with e-commerce platforms to sell their products to reach a wider consumer base. All of these factors have contributed to the growth of the market.
China dominated the Asia Pacific nutritional supplements market and accounted for the largest revenue share of 42.5% in 2022. The importance of health and well-being has gained substantial recognition among Chinese consumers, driven by factors such as rising incomes and evolving lifestyles. Therefore, there has been an increasing importance on preventive healthcare and the maintenance of good health. As a result, there is a growing interest in nutritional supplements as a means to complement dietary intake and promote overall well-being. Additionally, the aging population in China has contributed to the surge in demand for nutritional supplements. With advancing age, individuals prioritize health management and utilize supplements to address specific health concerns and nutritional deficiencies. The elderly population in China seeks products that can enhance their overall well-being and elevate their quality of life.
Australia is expected to grow at the fastest CAGR of 9.0% during the forecast period. Shifting dietary patterns and evolving lifestyles have generated a heightened requirement for supplementary nutrients among Australian consumers. Influenced by factors like hectic schedules, heightened reliance on processed foods, and restricted access to fresh and nourishing produce, there exists a disparity in meeting adequate nutritional needs. Consequently, a significant number of Australians have embraced the utilization of nutritional supplements as a means to bridge these gaps and ensure the attainment of optimal nutrient intake.
Asia Pacific has been a market leader in the nutritional supplements market. The region has the presence of both regional as well as multinational players. For instance, in June 2022, Nestlé Health Science acquired The Better Health Company and its GO Healthy brand. According to the company, the deal strengthens its presence in New Zealand and APAC regions such as Australia and China. The consumer market is still immature and has significant growth potential owing to the increasing awareness among people regarding fitness and health and increasing purchasing power. In June 2023, PepsiCo launched the first edition of the Greenhouse Accelerator program in the Asia Pacific region for innovative solutions centered on sustainable packaging and climate change reduction. COVID-19 has had a lasting impact on the market landscape and has accelerated growth to a great extent.
For instance, in March 2023, Abbott launched Ensure Gold Plant-Based, an organic oral nutritional supplement making it Abbott's first plant-based nutrition product available in the Philippines. It is an animal-based alternative for older persons, especially those with a non-dairy diet or lactose intolerance. In December 2022, Herbalife Nutrition launched Immunoturmeric in the Asia-Pacific region, which has curcumin that is used for its anti-inflammatory and antioxidant properties and modulates immunological function. This strengthens the company's line of nutritional supplements for maintaining a healthy and strong immune system. Some prominent players in the Asia Pacific nutritional supplements market include:
Herbalife International of America, Inc.
Cliff Bar & Company
Science in Sports
GNC Holdings, LLC
Market size value in 2023
USD 158.8 billion
Revenue forecast in 2030
USD 240.6 billion
CAGR of 6.1% from 2023 to 2030
Base year for estimation
2018 - 2021
2023 - 2030
Revenue in USD million/billion and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, consumer group, formulation, sales channel, region
China; Japan; India; Australia; South Korea; Thailand
Key companies profiled
Herbalife International of America, Inc.; Amway Corp
Abbott; GNC Holdings, LLC; Bayer AG; Sanofi; Nestlé; Pfizer Inc.; Cliff Bar & Company; Science in Sports
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This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For the purpose of this study, Grand View Research has segmented the Asia Pacific nutritional supplements market on the basis of product, consumer group, formulation, sales channel, and region:
Product Outlook (Revenue, USD Million, 2018 - 2030)
Whey Protein Isolate
Whey Protein Concentrate
Conjugated Linoleic Acids
Functional Foods and beverages
Consumer Group Outlook (Revenue, USD Million, 2018 - 2030)
Formulation Outlook (Revenue, USD Million, 2018 - 2030)
Sales Channel Outlook (Revenue, USD Million, 2018 - 2030)
Brick & Mortar
Health Food Shops
Regional Outlook (Revenue, USD Million, 2018 - 2030)
b. The Asia Pacific nutritional supplements market size was estimated at USD 149.4 billion in 2022 and is expected to reach USD 158.8 billion in 2023.
b. The Asia Pacific nutritional supplements market is expected to grow at a compound annual growth rate of 6.1% from 2023 to 2030 to reach USD 240.6 billion by 2030.
b. Functional foods dominated the Asia Pacific nutritional supplements market with a share of 54.3% in 2022. This is attributable to the rising demand for fortifying food additives and nutritional supplements such as vitamins & minerals, fibers, omega-3 fatty acids, and others.
b. Some key players operating in the Asia Pacific nutritional supplements market include Glanbia plc., Nestle, Abbott Nutrition, Herbalife, International of America, Inc, and Amway.
b. Key factors that are driving the Asia Pacific nutritional supplements market growth include growing consumer awareness about health & fitness, the presence of low-cost raw materials, and the existence of a large number of domestic players in the region.
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