Emerging Trends in the Southeast Asian Supplements Market
In recent years, the supplements market in Southeast Asia has witnessed a surge in innovation and new entrants, reflecting growing consumer demand for health and wellness products. Here’s a closer look at some notable brands making headlines in this dynamic market.
Danish supplement brand Denps has chosen Singapore as its launchpad to tap into the premium health market in Southeast Asia. Recently, Denps introduced nine innovative products in Singapore, prominently featuring its flagship, the Denmark Probiotics Story Premium, designed to enhance gut and immune health.
According to Lee Hyun Yong, CEO of Denps Global, the company plans to extend its reach into neighboring markets such as Malaysia, Hong Kong, and Vietnam, and eventually target the US market.
Another newcomer, Singapore start-up Needful, aims to attract younger consumers in Southeast Asia’s supplements market, which is largely influenced by established brands. Co-founder Joyce Tan shared that by prioritizing the unique needs of younger generations — who may feel overlooked by traditional brands — Needful seeks to establish a loyal customer base.
The brand emphasizes product transparency and sustainability, introducing plant-based supplements that cater to the preference for cleaner options.
German health supplement company Orthomol is keen on expanding its footprint across Asia with the guidance of its new CEO. This year, the company has prioritized capturing the Chinese market by introducing its first “blue-hat” registered product, Orthomol Immun.
The “blue-hat” registration in China allows products to be sold in physical stores and domestic e-commerce channels, extending beyond the limitations of cross-border e-commerce.
In South Korea, Dong-A Pharmaceutical has launched a new liquid sleep aid, EasyQuil Night Act, along with a variety of health-focused foods developed in partnership with the Korean Pharmaceutical Association. This product is unique in the Korean market, being the first liquid formulation that uses diphenhydramine hydrochloride as its sole active ingredient for sleep support.
Diphenhydramine hydrochloride is a first-generation antihistamine commonly used for managing allergies, motion sickness, and short-term insomnia.
Amway Korea is also embracing the growing trend of nutrition aimed at enhancing longevity with its launch of a personalized nutrition platform called “myWellness LAB.” This innovative platform assesses an individual’s aging process through three criteria: cellular aging scores, metabolic efficiency scores, and muscle balance scores.
These scores are derived from an analysis of health check-up data, body composition tests, and responses to health and lifestyle questionnaires.
As the supplements market continues to evolve, it is evident that brands are increasingly focused on innovation, consumer engagement, and addressing emerging health trends, paving the way for a more vibrant and diverse wellness landscape in Southeast Asia.
