Asia Pacific Dietary Supplements Market - Competitive Landscape Analysis

Report Overview

The Asia Pacific dietary supplements market is witnessing rapid transformation, driven by a growing middle class, increasing health awareness, and a deepening focus on preventive care and immunity. APAC is one of the fastest-growing regions globally, fueled by rising demand for vitamins, minerals, herbals, probiotics, and functional nutrition. Urbanization, digital access, and post-pandemic health behaviors are accelerating consumer adoption across all income groups.

This report focuses on the brand share landscape across major APAC markets China, India, Japan, South Korea, Indonesia, Thailand, Australia, New Zealand, Malaysia, Singapore Indonesia and Vietnam, and provides a breakdown of the top brands, regional leaders, pricing positions, and emerging challengers. It also offers strategic insights on innovation, channel behavior, and untapped whitespace opportunities.

China dietary supplements market: revenue, market share, 2024 (in %)

In East Asia, the dietary supplements market is shaped by innovation and digital-first consumption. In China, brands like By-Health, Swisse, Amway, and Herbalife thrive on cross-border e-commerce platforms such as Tmall and JD.com, offering products for beauty, sleep, and immunity. In Japan, trusted OTC-integrated brands like Kobayashi and DHC focus on digestive health, skincare, and fatigue recovery, distributed primarily through pharmacies. In South Korea, beauty and wellness intersect as consumers embrace vegan vitamins, enzyme blends, and collagen supplements, often promoted by K-influencers and K-beauty platforms.

In Southeast Asia, brands like Blackmores and Herbalife dominate through offline retail and health clubs. Consumers in countries like Vietnam and Thailand show rising interest in probiotics, collagen drinks, and children’s multivitamins. Local players such as Mega We Care (Thailand) and PT Kalbe Farma (Indonesia) are expanding with affordable, locally tailored supplements, appealing to regional tastes and price sensitivity.

In South Asia, especially India, the market is divided between modern brands like GNC and Abbott and Ayurvedic players like Dabur, Himalaya, and Patanjali. Urban consumers are shifting toward plant-based proteins, omega-3s, and gummies, while traditional herbs still dominate in rural areas. Immunity, stress, and women's health supplements are key growth drivers, supported by rising interest in personalized and tech-enabled wellness solutions.

In Oceania, Swisse, Blackmores, and Nature’s Way lead the market through pharmacy and online sales. Australia's strong TGA regulatory standards boost product credibility, making it a trusted export base for APAC. These brands are particularly influential in China and Southeast Asia, where consumers associate them with quality, clean-label, and beauty-focused formulations.

Strategies And Recent Development

The Asia Pacific dietary supplements market is defined not just by rapid demand, but by how brands interpret, anticipate, and shape consumer trends. Among the top players in China, Japan, and India, some are quick to respond to shifts like plant-based demand, personalized nutrition, or beauty-from-within—while others are true trendsetters, creating entire product categories or redefining delivery formats.

By-Health has set the benchmark for innovation in China's supplement industry. Rather than waiting for trends to mature, the company built one of the country’s most advanced nutrition R&D ecosystems, leading in areas like sleep gummies, enzyme-based beverages, and immunity-boosting sachets. By positioning itself as a science-first Chinese brand, By-Health has successfully challenged legacy Western players and helped redefine trust in domestic supplement manufacturing.

Swisse is one of the most influential players in Asia, particularly in China, where it helped pioneer the beauty-from-within movement. With high-performing SKUs such as collagen drinks and rose hip capsules, and a strategy centered on real-time trend monitoring and influencer partnerships, Swisse was among the first to integrate its product launches with cross-border e-commerce trends via Tmall and Douyin.

Fancl was ahead of its time in promoting concepts like inner cleansing, enzyme detox, and beauty-nutrition hybrids. Its additive-free positioning and minimalist formulation approach helped lay the groundwork for the clean-label movement that is now gaining traction across APAC.

Herbalife has evolved from a weight-management company into a broader holistic wellness brand. The company has embraced the wellness coaching and community support trend across Asia, strengthening its offering with immunity-support protein blends and gut health products tailored to younger, active consumers.

Several leading companies have also stepped-up R&D and product innovation efforts in response to emerging health concerns.

• Korea Ginseng Corporation (KGC) launched two new red ginseng-based supplements, GLPro Core and GLPro Doublecut, in South Korea to support blood sugar control and body fat reduction. Following KFDA approval of red ginseng for blood sugar management, clinical trials showed these products improve key biomarkers by boosting GLP-1 hormone levels, which aid appetite control and weight loss. GLPro Core combines red ginseng with bitter melon extract, while Doublecut adds lemon balm for visceral fat reduction.

• In October 2023, Amway India launched Nutrilite Daily Plus, a new multivitamin and multimineral supplement featuring 24 essential vitamins and minerals with double the amount of plant concentrates. It is the first product in Amway’s portfolio to use a Dual Layer Dual Release Formulation, providing both immediate and extended nutrient release. The supplement is infused with Gotukola, known for its stress-reducing properties, addressing growing consumer interest in holistic wellness that supports both physical and mental health.

Brand Positioning Analysis: Price vs. Product Portfolio

The Asia Pacific dietary supplements market exhibits distinct brand stratification by price tier, with each major player aligning its positioning strategy to cater to specific consumer expectations related to quality, trust, functionality, and lifestyle alignment.

Pricing is a crucial competitive lever, not only for profitability but also for perceived value and consumer loyalty.