Ageing populations drive APAC supplement market growth

Long-term health strategies and personalisation are boosting demand for vitamins and supplements.  

The vitamins and supplements market is set to reach $140 billion globally this year, with APAC leading the charge, fueled by ageing populations and a growing focus on proactive health management, according to Karolina Grigorijevaite, Innovation Team Lead at Euromonitor International.  

“The shift towards long-term health strategies in APAC especially is driven by an aging population in countries like Japan, South Korea, and China, where consumers are prioritising health optimisation to maintain quality of life as they age,” Grigorijevaite explained.  

This trend is reflected in increased consumption of functional foods, beverages, and dietary supplements. Traditional practices like Chinese medicine align seamlessly with modern health goals, and younger consumers in urban hubs such as Tokyo, Shanghai, and Singapore are also adopting biohacking practices.

“Our health and nutrition survey found that 61% of APAC consumers in 2024 stated that vitamins and supplements are vital to their health,” said Grigorijevaite. She added that accessible technologies like smart rings and fitness trackers are making proactive health management mainstream.  

“Ingredients like NAD+ for cellular health and collagen peptides for skin and joint health are particularly sought after in Japan and South Korea, for example,” she said.

Data from Euromonitor shows that SKUs for NAD+ products in APAC doubled between 2022 and 2024. “Examples like Japan's Megumi yogurt, which reduces visceral fat, and South Korea's collagen-enriched K-beauty drinks demonstrate how functional foods and supplements are converging with health span objectives,” noted Grigorijevaite.  

One standout category is women’s health supplements, which are outpacing other segments in the APAC region. Grigorijevaite pointed to growing demand for personalised, science-backed products addressing women’s holistic health needs.  

Euromonitor’s survey also revealed that “34% of women globally use vitamins to address menopause-related symptoms, with APAC driving growth in broader categories such as bone and skin health.”