Page 89 - Malaysian Dietary Supplement Industry Status and Outlook Report 2019-2020 Preview

Nutritional Supplementation for Total Inside-Out Health

Among the various dietary supplement application market
segments, beauty and wellness has always been one of the
largest and most established segments. Although aesthetics
do not contribute directly to an individual’s “health” per se,
beauty and wellness is important for large communities of
people around the world and contributes to the concept of
holistic personal wellbeing.

Traditionally, nutritional supplements have been largely
focused on external beauty and wellness, for example skin
and hair beauty. Consumption of dietary supplement
products containing collagen, omega-3 and 6, vitamin E, as
well as traditional/herbal ingredients such as bird’s nest,
ginseng, avocado, chia seeds, etc. were largely driven by
consumers’ desire to appear youthful.

While demand for such products are likely to remain high,
we have observed equally promising developments in the
beauty and wellness space in recent years, driven by
consumers’ desire for not only “anti-ageing”, but also
“healthy ageing”. For example:

• Emerging Science linking Gut Health to Cognitive
Health. Increasing nutritional supplementation for
brain and mental health, or “neurotrition”, based on
emerging science between gut health and cognitive
health.
• Dietary Supplements for the Mind. Interest for
“nootropics” such as L-theanine and B-vitamins
which promotes cognitive health is increasing.
• Eye Health. Nutritional supplementation for eye
health is on an uptrend (e.g. lutein, zeaxanthin, etc.)
• Bone and Joint Health. Continuing uptrend and
market maturation in nutritional supplementation
for bone and joint health.
• Healthy Ageing Starts from the Gut. Medical studies
show that a healthy gut is the foundation of overall
wellness, and probiotics are being popularized from
dietary supplements to home-made remedies.
• A Good Night’s Sleep. Nutritional supplementation
to promote better sleep is rising in popularity as
more and more people find it difficult to get a good
night’s rest.

As consumers become increasingly informed and
sophisticated in their care for inner beauty and wellness
moving forward, we expect dietary supplement consumption
patterns to reflect accordingly and become more holistic
across multiple application segments.

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