The “Beauty from within” trend is rapidly gaining traction in the Asia Pacific and Australasia regions, becoming the second most important function in the vitamins and dietary supplements (VDS) market, which is projected to reach $65.8b by 2025. Euromonitor International’s recent webinar, “2025 Asia Pacific Outlook: Consumer Health trends & opportunities,” highlights the trend’s role in boosting the consumer health market, with the regions expected to contribute 41% of global growth by 2030.
The VDS category is anticipated to account for 62% of the total growth in the Asia Pacific and Australasia consumer health market, projected to be worth $135b. Yang Hu, Asia Pacific insight manager for health and beauty at Euromonitor International, stated, “Beauty supplements are poised to become the primary engine sustaining consumer health industry growth. We see emerging innovative formats, modernisation of traditional herbs, and new marketing claims fuelling consumer demand and expanding the market.”
Ingredient innovation is a key driver of this trend, with brands promoting the skin benefits of ingredients like vitamin C and traditional herbs alongside established ones such as hyaluronic acid and collagen. Countries like China and Japan have well-established beauty supplement markets, whilst South Korea and Australia are experiencing significant growth due to new brand entries.
The digital transformation of consumer health is also notable, with online penetration in the over-the-counter (OTC) market increasing from 9% to 13% between 2020 and 2025. For VDS, online penetration rose from 32% to 46% in the same period. Yang Hu noted that the evolution is not about online replacing offline entirely but rather a recalibration, with physical pharmacies strengthening their positions through mergers and acquisitions and expanding into wider Asian markets.
