Page 44 - Malaysian Dietary Supplement Industry Status and Outlook Report 2019-2020 Preview

• The demarcation between brick-and-mortar and
(On facing page)
Figure 2.3: Malaysian Dietary Supplements
Industry Product Flow Chain.
Source: MADSA.
direct selling channels are clearly enforced as the
opportunity cost from switching/diversifying into
opposing channels is risky.
• Online channels have yet to become significant.
Consumers typically seek professional advice (e.g.
pharmacist, nutritionist, doctors) before purchasing
new dietary supplements. Online channels for
dietary supplements are largely fuelled by deal-
seeking behaviour for repeat purchases and rarely
for new purchases.
Part B. Product Categories and
Product Flow Chain
According to the Drug Registration Guidance Document by
the National Pharmaceutical Regulatory Division (under
Ministry of Health Malaysia), health supplements are defined
as follows:
“Any product that is used to supplement a diet
and to maintain, enhance and improve the
health function of human body. It is presented
in small unit dosage forms (to be administered)
such as capsules, tablets, powder, liquids and
shall not include any sterile preparations (i.e.
injectables, eyedrops).”
Health supplements may contain one or more ingredients
including vitamins, minerals, amino acids, fatty acids,
enzymes, probiotics, and other bioactive substances;
substances derived from natural sources, including animal,
mineral and botanical materials in the forms of extracts,
isolates, concentrates, and metabolite. Health supplements
can be natural or synthesized, traditional or non-traditional.
The Malaysian dietary supplements industry encompasses
the full spectrum of health supplement products in Malaysia.
However, a distinction is made between dietary
supplements and other functional food products that may
supplement one’s diet, via the following definition:
“Dietary supplements refer to any non-
medicinal product taken orally that contains
one (or more) ingredients that are (1) intended
to supplement one's diet; and (2) are not
considered food.”
Conceptually, this excludes all functional food products
including organic foods, various forms of oats, cereals, and
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