The ASEAN region, encompassing key markets like Vietnam, Thailand, Indonesia, and the Philippines, is experiencing significant growth in the vitamins and protein supplements sector. This market expansion is being fueled by multiple factors, including heightened health awareness post-COVID, an increase in disposable incomes, and the rapid development of e-commerce platforms. As wellness becomes a priority across the region, demand for health supplements, including vitamins, proteins, and probiotics, is reaching new heights.
Key drivers fueling the ASEAN vitamins & supplements market
Health awareness and the impact of COVID-19
A pivotal driver of this market’s growth is the increasing focus on health, especially in the wake of the COVID-19 pandemic. Across ASEAN, consumers are more conscious of their well-being and are actively seeking immunity-boosting supplements such as vitamins C and D, probiotics, and proteins. Countries like Vietnam and the Philippines have seen a sharp rise in the consumption of these products as consumers look to strengthen their immune systems and prioritize long-term health.
Rising disposable incomes and the expanding middle class
As disposable incomes rise across ASEAN, more consumers are willing to invest in their health. Countries such as Indonesia, Vietnam, and Thailand have seen an expansion of the middle class, resulting in higher purchasing power and the ability to afford premium health supplements. This rise in disposable income, coupled with the growing fitness culture, is spurring demand for protein supplements, especially among young adults who are keen on maintaining fitness routines.
Key trends in the ASEAN supplements market
E-commerce revolutionizing the supplements industry
E-commerce is playing a pivotal role in the growth of the vitamins and protein supplements market. The increasing popularity of online shopping platforms like Shopee, Lazada, and Tiki has made supplements more accessible, especially to younger consumers in urban areas. This shift toward online shopping is driven by convenience, price comparisons, and the ability to choose from a wide variety of brands and products. Online sales of vitamins, proteins, and other health supplements are expected to grow as the e-commerce infrastructure in ASEAN continues to develop.
Rising demand for premium and organic supplements
Across ASEAN, particularly in markets like Malaysia and Singapore, there is a growing preference for premium and organic supplements. Consumers are becoming more selective about ingredients and are increasingly favoring clean-label, natural, and organic products. This trend reflects the growing desire for high-quality supplements that align with health-conscious lifestyles, as well as an interest in sustainable and environmentally friendly product choices.
Country-specific insights on vitamins & protein supplements market growth
Vietnam: health consciousness and fitness tends drive growth
In Vietnam, rising health consciousness is leading to increased demand for vitamins, particularly those that boost immunity. Additionally, the younger urban population is contributing to the growth of the protein supplements market, with a burgeoning fitness culture fueling the need for muscle-building and sports nutrition products. The consumption of supplements is becoming a routine part of daily life as consumers prioritize long-term health.
Indonesia: tradition meets modern health with herbal and botanical supplements
Indonesia’s deep-rooted tradition of Jamu (herbal medicine) continues to influence consumer behavior, resulting in high demand for herbal and botanical supplements. Ingredients like turmeric, ginger, and other local herbs are widely consumed for their health benefits. Alongside this, the growing awareness of immune health, driven by urbanization, has seen a rise in the use of vitamins such as multivitamins and vitamin D.
Thailand: sports nutrition and digestive health supplements on the rise
Thailand is fast becoming a key market for sports nutrition products, thanks to the country’s rising fitness culture. The demand for protein powders and performance-enhancing supplements is growing among athletes and fitness enthusiasts. Additionally, probiotics are gaining popularity as consumers in urban areas become more educated about gut health and digestive wellness, a trend that shows no sign of slowing down.
Malaysia: omega fatty acids and immunity-boosting vitamins
Malaysia’s growing middle class is boosting demand for health supplements, particularly multivitamins and omega fatty acids. Older consumers, in particular, are turning to omega-3 supplements for heart and cognitive health. The preference for premium, organic products is notable, with a strong focus on high-quality supplements to address dietary gaps and support overall well-being.
Singapore: omega-3s and children’s supplements lead the market
In Singapore, the aging population is driving demand for omega-3 supplements, particularly those targeted at heart and brain health. In parallel, health-conscious families are investing in children’s supplements, with products such as multivitamins, probiotics, and immunity-boosting vitamins gaining popularity. The demand for premium brands, especially those with organic credentials, is particularly strong in this market.
Philippines: post-COVID health consciousness and sports nutrition boom
The Philippines is witnessing a post-COVID surge in health awareness, with a strong demand for immunity and preventive healthcare supplements, particularly vitamins C and D. Minerals like calcium and magnesium are also gaining popularity among urban populations, especially older adults focused on bone health. The rise of fitness trends in metro areas like Manila has spurred demand for sports nutrition products among millennials and fitness enthusiasts. Learn more about the market overview of ASEAN food supplement market at our sectorial notes.
asean food supplement industry
Final Thoughts
The ASEAN vitamins and protein supplements market holds immense growth potential, with trends pointing toward sustained expansion in the coming years. Health awareness, rising disposable incomes, and the continued growth of e-commerce platforms are key drivers of this growth. As consumers across ASEAN become more health-conscious and invest in their well-being, the demand for vitamins, proteins, and other supplements is expected to continue growing at a rapid pace. Whether through traditional herbal remedies in Indonesia or premium sports nutrition in Thailand, the future of supplements in ASEAN looks bright.
Sources: Euromonitor International, Vitamins and Dietary Supplements in Southeast Asia (2023), Statista, Growth of the ASEAN E-commerce Market (2024), Mordor Intelligence, Southeast Asia Protein Supplements Market – Growth, Trends, and Forecast (2024)
