The onset of winter results in a rise in the number of community outbreaks in Asia-Pacific (APAC), fuelling the demand for immunity-boosting nutritional supplements in the region. In addition, elevated health awareness in the aftermath of COVID-19 has also spurred the need for supplements, especially for vitamins C and D. Against this backdrop, manufacturers are rolling out combinations of various supplements to tap the resurgence of the APAC vitamins and dietary supplement market, which is set to expand by a volume compound annual growth rate (CAGR) of 8–10% over 2022–27^*, according to GlobalData, a leading data and analytics company.

Priyanka Jain, Consumer Analyst at GlobalData, comments: “In an era marked by busy lifestyles, nutrient-depleted diets, and growing health concerns, dietary supplements have emerged as indispensable tools for promoting health, wellness, and vitality. These consumers increasingly prioritize preventive healthcare and seek natural solutions to support their wellbeing.”

Deepak Nautiyal, Director of Consulting APAC, GlobalData, notes: “As winter approaches and community illness becomes more prevalent, there is a noticeable uptick in the usage of dietary supplements such as vitamins C, D, and B complex among consumers seeking protection against seasonal illnesses. The winter months often coincide with an increased risk of colds, flu, and other respiratory infections, prompting individuals to take proactive measures to support their health and well-being. Moreover, many studies suggest that reduced exposure to sunlight leads to lower levels of vitamin D production in the body. This aligns with GlobalData’s Q4 2023 consumer survey finding that 62% of APAC consumers are often or always influenced by how well the product/service impacts their health and wellbeing^**.”

Jain adds: “While dietary supplements play an important role in promoting health, they can cause harm if consumers do not make informed choices and start taking supplements without consulting with healthcare professionals. There is also a lack of clarity around the quantity of vitamins that should be recommended to consumers. Recently, Food and Drug Administration Philipines unveiled a new regulation for vitamins and minerals daily intake levels, aimed at alleviating concerns about the over consumption of these supplements.

“At the same time, dietary supplement manufacturers are facing many obstacles in ensuring the safety, efficacy, and compliance of their products. The growth of the sector will be inhibited by the ambiguous and unclear information provided to consumers, whether it pertains to the ingredients used in the supplements or their potential side-effects.”

Nautiyal concludes: “By embracing innovation, collaboration, and continuous improvement, manufacturers must strive to meet the evolving needs of consumers and contribute to the advancement of public health and wellness. Manufacturers must be transparent regarding the health claims and the certifications obtained for the supplements to instill a sense of confidence among consumers.”

* GlobalData Retail Intelligence Center ­– Market Analyzers, accessed in January 2024

** GlobalData Q4 2023 Consumer Survey­ – Asia-Pacific, with 6163 respondents, published in December 2023