Page 87 - Malaysian Dietary Supplement Industry Status and Outlook Report 2019-2020 Preview

Lifestyle-Centric Nutritional Supplementation

Given this backdrop, preventive healthcare has been
increasingly pushed to the forefront with increasing
attention given to overall wellbeing, cutting across all
physical, emotional, and mental health. The transition has
been observed in how new markets and trends in personal
wellness have emerged and evolved in recent years. For
example:

• The gym market has blossomed. What used to be the
domain for serious physical health seekers have
evolved into a lifestyle market.
• Activities focusing on emotional and mental
wellbeing, such as yoga and meditation, have
mainstreamed.
• Dieting trends have evolved tremendously, with
much more focus shifting toward nutrition (i.e.
what/how you eat) over metabolism (i.e. how much
you burn) as the main driver of weight loss.

At the center of these market movements is the convergence
(or assimilation) of preventive healthcare with individual
lifestyles. In the case of dietary supplementation, this has
never been more relevant. We have been observing the
following trends coming to the forefront in recent years:

• “Phat” Fats. Not all fats are bad, and we’re seeing
emergences of diets where fats play a central role
such as keto, paleo, grain-free and even “pegan”
(paleo + vegan) diets.
• Snacking. Modern lifestyle demands have given rise
to a culture of snacking, due to the irregularity of
standard mealtimes. Also, frequent snacking in small
portions is being popularized over the traditional 3-
meals-a-day.
• Global Palates. Consumers are increasingly leaning
toward better-for-you products and open to different
eating styles, from vegetarian to flexitarian to keto
and paleo.

The above list is non-exhaustive. From a dietary
supplement’s standpoint, these trends present exciting
opportunities for targeted solutions to better support
individual lifestyles that are increasingly diversifying.

Personalized Nutritional Supplementation

A key enabler to changing health trends is technology, and
not just from the information-sharing sense. Technology has
enabled healthcare to become more personalized than ever
before, enabling consumers to take better charge of their
own health. For example, energy intake (and expenditure)
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