Southeast Asia E-commerce Health Supplement Market 2024

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Akbar Ridwan 27/08/2025 14:54 WIB

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According to TMO Group research, five health supplement categories held the largest market share in Southeast Asian e-commerce in 2024.

Southeast Asian E-commerce Health Supplement Market Segmentation (2024)

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Southeast Asian E-commerce Health Supplement Market Segmentation (2024)

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According to TMO Group research, in 2024, five categories of health supplements held the largest market share in Southeast Asian e-commerce.

Nutritional supplements and beauty supplements were the top two categories with the largest market share, totaling 57%.

Here's the market share of health supplements in Southeast Asian e-commerce by category in 2024:

Nutrition supplements: 31%
Beauty supplements: 26%
General health supplements: 16%
Specialty supplements: 15%
Herbal supplements: 11%

TMO Group notes that Southeast Asian consumers show a stronger preference for weight management and beauty, prioritizing physical appearance and lifestyle improvement when choosing supplements.

"As a result, nutritional supplements are the most popular category on e-commerce platforms, followed by beauty-related supplements, such as collagen and skin-enhancing products," stated TMO Group in its February 2025 publication.

This differs from Chinese consumers, who prioritize tangible health benefits when purchasing supplements, according to TMO Group.

This difference in consumer behavior is likely due to differing cultural perspectives, lifestyle choices, and levels of health awareness.

"The Chinese market is driven by a health management mindset, while the Southeast Asian market is more influenced by body shaping and anti-aging trends, creating different demand patterns for supplement brands," said TMO Group.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Southeast Asia E-commerce Health Supplement Market 2024

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