Page 56 - Malaysian Dietary Supplement Industry Status and Outlook Report 2019-2020 Preview
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Figure 3.5: Retail Channel Share of Dietary Market Size of Key Segments
Supplements Market, Malaysia, 2018.
Source: Eigis Analysis. In 2018, market share of the direct
selling channel was still the largest,
controlling 55% of total revenues
earned in the Malaysian market.
Direct selling channels are still the dominant distribution
channel in the Malaysian market. In 2018, direct selling
channels contributed RMn.nn billion in total market
revenues earned for dietary supplement products—nn% of
total market size—driven by established direct selling
players including Amway, Herbalife, Shaklee, and Nu Skin.
Brick-and-mortar distribution channels remain very relevant
in the Malaysian market, as consumers in older age groups
still consider physical outlets as their primary points of
purchase. In addition, brick-and-mortar stores are playing a
critical role as accessible sources of reliable information,
supporting consumers’ advice-seeking behaviour for
preventive or non-medical healthcare. In 2018, revenues
channelled through brick-and-mortar totalled RMnnn
million, or nn% of total market size.
Online distribution channels include in-house and third-
party independent platforms. Market share of online
channels are still small, notching in at under RMnnn million
in 2018, or nn% of total market size. Online channels are
primarily fuelled by consumers’ deal-seeking behaviour.
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