Page 48 - Malaysian Dietary Supplement Industry Status and Outlook Report 2019-2020 Preview

Product categories in non-traditional health supplement are
highly competitive, with the top 6 to 7 brands nationwide
competing for market share: Bio-life, Blackmores, GNC,
Kordel’s, Nutrilite, Shaklee, and Vitahealth.

Subcategorization by Function
Dietary supplement products can also be subcategorized by
their chief function (or application). Subcategorization by
function is more prevalent in the HS market segment
compared to the VMS market segment due to the diversity
of ingredients involved.

The following product subcategories are more established
compared to others in the Malaysian market:

• Immune System/General Health. Products focus on
boosting immune system and/or general health.
• Digestive System. Products focus on boosting health
of digestive systems, including stomach and gut
health.
• Bones and Joints. Products focus on boosting
strength of bones and joints, typically in relation to
arthritis and osteoporosis ailments.
• Sport Supplements. Products focus on boosting
energy levels and sports performances. Includes gym
products such as protein powders.
• Meal Replacement. Products which substitute meals
with essential, dietarily balanced nutrition.
• Cognitive/Mental/Mood. Products focus on boosting
cognitive or mental performances, and/or supporting
healthy emotional wellbeing. Also includes products
(On facing page) that promote better sleep.
Table: Price Positioning of Established • Heart/Cardiovascular Health. Products focus on
Dietary Supplement Products, Malaysia. boosting heart health, including tackling
hypercholesterolemia.
Source: Eigis Analysis • Liver Health. Products focus on boosting liver health.
• Vision/Eye Health. Products focus on boosting eye
health.
• Respiratory Health. Products focus on boosting heart
Note: Subcategories by Function is defined health.
by how individual products are being • Weight Loss/Metabolism. Products focus on
marketed to end consumers and not based promoting and/or assisting weight loss, typically in
on ingredients contained. This is due to relation to raising metabolism and/or delaying fat
the fact that an ingredient may serve formation.
multiple functions, so the primary function • Maternal Health. Products focus on all stages of
of the product is determined by its maternal health, including prenatal, perinatal, and
marketed function (i.e. determined by postnatal health. Includes products which promote
what end consumers are buying the and/or support breastfeeding.
product for).

48