Southeast Asia Dietary Supplements Market Outlook Report - Market Size, Share Analysis and Forecast (2025-2034)

The Southeast Asia dietary supplements is expected to grow at a CAGR of 7.80%, during the forecast period of 2025-2034.

Key Market Trends and Insights

• Based on the type, the vitamins are expected to lead the market segmentation, accounting for a share of nearly 28% in the forecast period.
• Immunity enhancement application is expected to hold a significant market share by application.
• Based on the mode of purchase, the over-the-counter segment is expected to lead the market.
• Pharmacies and drug stores generate the highest revenue by distribution channel.

Market Size and Forecast

• CAGR (2025-2034) : 7.80%

Southeast Asia Dietary Supplements Market Overview

Dietary supplements play a vital role in modern health and wellness trends, driven by growing consumer interest in preventive healthcare and active lifestyles. In Southeast Asia, the market is expanding steadily, supported by increasing health consciousness, aging demographics, and rising disposable incomes across countries such as Japan, South Korea, and China. It is poised to grow at a CAGR of 7.80% during the forecast period of 2025-2034. The demand for vitamins, minerals, and herbal products continues to grow, particularly among urban populations seeking convenient health solutions.

Southeast Asia Dietary Supplements Market Growth Drivers

Rising NCDs Incidence to Enhance the Market Value in Southeast Asia

The widespread prevalence of non-communicable diseases (NCDs) in Thailand is significantly contributing to the growth of the market. As of April 2025, data from the International Trade Administration highlighted that nearly 14 million Thais have high blood pressure, 6.5 million suffer from diabetes, and 140,000 are affected by cancer . This alarming health burden has increased public awareness of preventive care, boosting demand for dietary supplements aimed at improving cardiovascular, metabolic, and immune health, thus accelerating market growth in the region.

Southeast Asia Dietary Supplements Market Trends

Some of the notable trends shaping the market include the growing demand for combination and calcium supplements, as well as the increasing popularity of dual-function supplements.

Rising Demand for Combination and Calcium Supplements is Likely to Elevate Growth

The increasing consumer shift toward combination and calcium-based supplements is an emerging trend in the market, driven by rising health awareness and aging populations. For instance, in December 2024, USANA Malaysia was named the top brand in both combination dietary supplements and calcium supplements by Euromonitor International. With six consecutive wins in the combination category and a debut lead in calcium, this recognition reflects growing demand for multi-functional, high-quality products. This shift is expected to significantly boost market value across the region.

Rising Demand for Dual-Function Supplements to Boost Southeast Asia Dietary Supplements Market Demand

A rising trend in the dietary supplement market in Southeast Asia is the growing demand for multifunctional products that support dual mechanisms, such as both sleep quality and gut health. This reflects increasing consumer interest in holistic wellness, particularly among aging populations. In August 2024, researchers at the National University of Singapore found that supplementation with 5-Hydroxytryptophan (5-HTP) significantly improved sleep and gut microbiota in older adults . This scientific validation is expected to accelerate innovation and product development, thereby boosting market value.

Immunity Based Supplements to Lead the Market Share by Application

The key application areas include energy and weight management, bone and joint health, anti-cancer, cardiovascular health, immunity, gastrointestinal health, and others. While each segment serves a unique purpose, immunity-focused supplements are expected to lead the market. A key contributor to this trend is the increasing burden of chronic and lifestyle-related diseases in the region. According to Nattachet Plengvidhya et al. (2025), inadequate diagnosis and treatment have contributed to high type 1 diabetes mortality rates at a young age in Southeast Asia. Thailand, for instance, saw a 12.5% annual increase in type 1 diabetes incidence between 2015 and 2020 . Similarly, neurological health concerns are becoming more visible. As noted by Min Jie Koh et al. (2024), although multiple sclerosis (MS) prevalence is relatively low in Southeast Asia, estimated at 8 to 9 per 100,000, regional studies highlight significant variation across ethnic groups, with the highest prevalence observed in individuals of South Asian descent. These rising health concerns are encouraging consumers to prioritize immune system support, fueling demand for immunity-boosting dietary supplements. As such, the immunity segment is likely to remain the market leader in the coming years.

Southeast Asia Dietary Supplements Market Analysis by Region

The regions included in the report include Indonesia, Malaysia, the Philippines, Thailand, Singapore, Vietnam, and others. Among these, Indonesia is expected to hold a significant share of the market due to its large population, growing health awareness, and regulatory advancements. Notably, in June 2024, the Indonesian Food and Drug Supervisory Agency (BPOM) issued Regulation No.10 of 2024, mandating clear labeling for health supplements and natural medicines. This initiative enhances consumer safety and promotes product transparency, supporting market growth and strengthening Indonesia’s regional dominance.

Leading Players in the Southeast Asia Dietary Supplements Market

The key features of the market report comprise funding and investment analysis, and strategic initiatives by the leading players. The major companies in the market are as follows:

Abbott

Abbott, a global leader in nutrition science, has been committed for over 90 years to advancing dietary health across all life stages. The company offers a broad portfolio of dietary supplements and specialty nutrition products, including pediatric and metabolic nutrition solutions. With its continued investment in clinical research and product innovation, Abbott remains actively engaged in the global dietary supplements market.

Bayer AG

Bayer AG is a leading player in the dietary supplements market, offering a broad portfolio of science-based nutrition products. Its notable brands include Elevit™, supporting prenatal and maternal health; Redoxon™, which enhances immunity; Berocca®, promoting mental alertness and physical energy; and Supradyn™, a top multivitamin supplement in Europe . Bayer’s commitment to evidence-backed solutions reflects its strategic role in advancing personal health and nutritional well-being globally.

Amway Corp.

Amway Corp. offers a wide range of health products under its NUTRILITE® brand. These include Coenzyme Q10 Citrus Concentrate, Multi Carotene, CH Balance, and Kids Chewable Iron, among others. While not specific to Southeast Asia, Amway remains actively involved in the dietary supplement sector, addressing diverse nutritional needs through scientifically formulated supplements.

Nu Skin Enterprises, Inc.

Nu Skin Enterprises, Inc., a prominent player in the dietary supplements market, offers an advanced line of weight management products under its Pharmanex brand. Its ageLOC® TRMe® and TR90® systems integrate innovative gene expression science to support body shaping and weight control. Through these scientifically formulated solutions, Nu Skin continues to strengthen its presence in the dietary supplements industry.

Other key players in the market are NOW Health Group, Inc., Nestlé S.A., BioGaia, ADM, Solgar, and Herbalife.

Southeast Asia Dietary Supplements Market Segmentation

Southeast Asia Dietary Supplements Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• Vitamins
• Minerals
• Botanicals
• Probiotics
• Proteins and Amino Acids
• Others

Market Breakup by Form

• Tablets
• Capsules
• Soft Gels
• Powders
• Gummies
• Syrups
• Others

Market Breakup by Application

• Energy and Weight Management
• Bone and Joint Health
• Anti-Cancer
• Cardio Health
• Immunity
• Gastrointestinal Health
• Others

Market Breakup by Mode of Purchase

• Over the counter
• Prescription
• Others

Market Breakup by Distribution Channel

• Hypermarkets and Supermarkets
• Convenience Stores
• Pharmacies and Drug Stores
• Online
• Others

Market Breakup by Region

• Indonesia
• Malaysia
• Philippines
• Thailand
• Singapore
• Vietnam
• Others

Key Questions Answered in the Southeast Asia Dietary Supplements Market

• What was the Southeast Asia dietary supplements market value in 2024?
• What is the Southeast Asia dietary supplements market forecast outlook for 2025-2034?
• What major factors aid the demand for the Southeast Asia dietary supplements market?
• How has the market performed so far, and how is it anticipated to perform in the coming years?
• What are the market's major drivers, opportunities, and restraints?
• What are the major Southeast Asia dietary supplements market trends?
• Which type is expected to dominate the market segment?
• Which form is projected to lead the market segment?
• Which application is anticipated to drive the market segment?
• Which mode of purchase is expected to dominate the market segment?
• Which distribution channel is likely to dominate the market segment?
• Who are the key players in the Southeast Asia dietary supplements market?
• What are the current unmet needs and challenges in the market?
• How are partnerships, collaborations, mergers, and acquisitions among the key market players shaping the market dynamics?