Post on 17-Jun-2018
VITAMINS & DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGIONIS THE PARTY OVER?
CMA NATIONAL CONFERENCE 2014 – 30TH OCT 2014
DANIEL GRIMSEY, SENIOR RESEARCH ANALYST
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A SNAPSHOT OF ASIAASIA’S AGEING POPULATION
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
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5CHA CONFERENCE 2014
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-130
2
4
6
8
10
12
% Growth of VDS in Asia Pacific
Asia Pacific Asia Pacific sans Japan
Is the Party Over?VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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6CHA CONFERENCE 2014
Some Supplements are Dragging Growth Down…VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
EveningPrimrose
Oil3% CAGR
C0 Enzyme Q10
2% CAGR
Probiotic Supplements
2% CAGR
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7CHA CONFERENCE 2014
Protein13% CAGR
Paediatric10% CAGR
Fish Oils7% CAGR
Others Supplements are Lifting Growth UpVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATIONPOLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
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9CHA CONFERENCE 2014
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65+ Population in Asia PacificPo
pula
tion
in m
illio
nsAsia is AgeingVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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10CHA CONFERENCE 2014
The Fastest Growing Markets for Fish Oils2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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.”
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11CHA CONFERENCE 2014
The Fastest Growing Markets for Calcium2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
“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!
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12CHA CONFERENCE 2014
The Fastest Growing Markets for Glucosamine2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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.”
“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 exercise.”
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13CHA CONFERENCE 2014
Details
Category: Calcium Supplement
Launch date: May 2012
Main active ingredients: Calcium
Retail Price: Ps180/US$4
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.
Philippines: CalChews by Pascual Laboratories IncVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Source:www.iambrigette.com
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DetailsCategory: Calcium supplementLaunch date: July 2013Main active ingredients: Calcium, Magnesium, Vitamin D, Mineral and Alfalfa
Retail price: Bt1,185/US$37Unique 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.
Thailand: Nutrilite Cal Mag Pro by Amway (Thailand) VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Source: http://rakmaenaka.blogspot.com
A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATION
POLLUTION PROBLEMSBEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
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16CHA CONFERENCE 2014
Pollution is Making Headlines across the Region VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
“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)
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The Fastest Growing Markets for Vitamin E2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
17% CAGR!
“Vitamin E is known as an antioxidant used by Thai women to promote skin health and
slow down the ageing process.”
“Natur-E, the leading brand in vitamin E is
promoted heavily, using pop star Sherina Munaf as brand ambassador.”
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The Fastest Growing Markets for Vitamin C2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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.”
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China: By-Health Pearl Powder Vitamin C&E by Guangzhou By-health Biological Engineering Co Ltd
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
DetailsCategory: Combination Dietary SupplementsLaunch date: January 2013Main active ingredients: Pearl Powder, Vitamin C 1 & Vitamin E
Retail price: RMB298/US$49 Source: www.by-health.com
Unique selling proposition (USP) or positioning: Combined effects from pearl powder with Vitamin C and natural Vitamin E imported from U.S. to enhance immunity and promote skin health.
A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATION
POLLUTION PROBLEMS
BEAUTY BOOMBABY BOOM?
IS THE PARTY OVER?
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21CHA CONFERENCE 2014
India Indonesia China South Korea02468
1012141618
% of Population Obese2000-2020
%Obesity, A Small But Growing ProblemVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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The Fastest Growing Markets for Weight Management2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
“Unlike other consumer healthcare categories, weight management continued to be dominated by direct selling players.”
“In South Korea, individual distributors of Herbalife products are aggressive in attracting consumers. Most distributors open shops where consumers can relax and enjoy a foot massage.”
“Consumers usually want to lose weight quickly, so they are increasingly interested in meal replacement slimming products that are low calorie and high in fibre.”
61%
CAGR!
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India Indonesia Malaysia South Korea0
100200300400500600700800900
200820092010201120122013
Up and Away with Weight ManagementVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Weight Management US$m 2008-2013
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The Fastest Growing Markets for Sports Nutrition2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
18% CAGR!
“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 body training courses.”
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Thailand Indonesia China India0
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200820092010201120122013
Sports Nutrition Showing its MuscleVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Sports Nutrition US$m 2008-2013
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26CHA CONFERENCE 2014
Collagen… It’s Asia’s Little Beauty SecretVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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.”
“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.”“Due to their
very expensive prices, their
target consumers are limited to those
on higher incomes.”
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DetailsCategory: Weight Loss SupplementsLaunch date: August 2013Main active ingredients: Dietary Fibre 6.3g/100ml, L-Carnitine 300mg/100ml
Retail price: RMB546/ US$89
Unique selling proposition (USP) or positioning: Absorbs the necessary nutrients whilst suppressing hunger and burning fat.
China: Gomini High Fiber Drink Grapefruit by LUMI Biotechnology (Shanghai) Co Ltd
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Source: http://shop.lumilady.com/product-396.html
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Singapore: RubyCollagen Essence by Cerebos Pacific LtdVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
DetailsCategory: Tonics and Bottled Nutritive Drinks
Launch date: April 2013Main active ingredients : Collagen 3000mg, Astaxanthin 2mg
Retail price: S$57/US$46 per 6 x 50ml bottles
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.
Source: Euromonitor International
A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATION
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?IS THE PARTY OVER?
© Euromonitor International
30CHA CONFERENCE 2014
Fastest Growing Markets for Paediatric Vitamins and Dietary Supplements 2008-2013
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
“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!
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31CHA CONFERENCE 2014
Baby Boom?VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
2000
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2020
900,000920,000940,000960,000980,000
1,000,0001,020,000
Under 15 Population in Asia Pacific
Years
Popu
lati
on in
mill
ions
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32CHA CONFERENCE 2014
DetailsCategory: Paediatric vitamins and dietary supplements
Launch date: September 2012Main active ingredient: Sodium ascorbate
Retail price: Ps10/US$0.22 per sachetUnique 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.
Philippines: VitaPops by United Laboratories IncVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Source: www.unilab.com.ph
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33CHA CONFERENCE 2014
DetailsCategory/subcategory: Pediatric Vitamins and Dietary Supplements
Launch date: Mid 2013Main active ingredients : Cod liver oil extract, Vitamin A, Vitamin D, Calcium Hypophosphite
Retail price: Rp 50,000/US$4.10 for 350 mlUnique 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.
Indonesia: Champ’s Emulsion by CCM Pharmaceuticals Sdn BhdVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Source: www.facebook.com/ChampsEmulsionID
A SNAPSHOT OF ASIA
ASIA’S AGEING POPULATION
POLLUTION PROBLEMS
BEAUTY BOOM
BABY BOOM?
IS THE PARTY OVER?
© Euromonitor International
35CHA CONFERENCE 2014
2005-06
2006-07
2007-08
2008-09
2009-10
2010-11
2011-12
2012-13
2013-14
2014-15
2015-16
2016-17
2017-18
0
4
8
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% Value Growth 2005-2018
Asia Pacific sans JapanPolynomial (Asia Pacific sans Japan)Asia Pacific
Is the Party Over? Not Quite YetVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
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36CHA CONFERENCE 2014
The Chinese and Indian Middle Classes are Almost as Enthusiastic as Americans
VITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
USIndia
China Japan
UKBrazil
GermanyFrance
0 10 20 30 40 50 60 70 80 90
Almost Every Day1-2 Times A Week1-2 times a month
On average, how often do you take vitamins/dietary supplements?
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37CHA CONFERENCE 2014
There are Many Reasons to Feel Optimistic about the FutureVITAMINS AND DIETARY SUPPLEMENTS IN THE ASIA PACIFIC REGION: IS THE PARTY OVER?
Baby Boom Beauty Boom Pollution
Rising Middle Class
Ageing Population
Booming Economies
THANK YOU FOR LISTENINGDaniel GrimseySenior Research AnalystEuromonitor International www.euromonitor.com daniel.grimsey@euromonitor.com +61 (0)2 9581 9215