According to Euromonitor’s “2025 Asia Pacific Outlook: Consumer Health trends & opportunities” webinar, which took place on Tuesday, 9 December 2025, the "Beauty from within" trend signals the continuing demand for holistic health, boosting the entire consumer health market in Asia Pacific and Australasia. The two regions are expected to contribute a significant 41% of global consumer health growth till 2030.
“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,” said Yang Hu, Asia Pacific insight manager for health and beauty at Euromonitor International.
Ingredient innovation
Beauty claims effectively attract new consumers in Asia Pacific and Australasia and encourage daily use of vitamins and dietary supplements (VDS).
By 2030, the vitamins and dietary supplements sector is projected to drive 62% of the total growth in the Asia-Pacific and Australasia consumer health market, which is forecasted to reach USD 135 billion, according to Euromonitor International.
Innovative ingredients help shape and accelerate the trend development. Aside from established heroes like hyaluronic acid and collagen, brands are successfully marketing the skin benefits of basic ingredients such as vitamin C and traditional herbs.
China and Japan have well-established beauty supplement markets with strong consumer awareness of collagen, while South Korea and Australia are seeing exceptional growth driven by new brand entries. In Southeast Asia, the VDS category is expanding rapidly, fuelled by social media influence and widespread access to online shopping.
E-commerce transformation
Digital transformation in consumer health is universal, rising across both mature and emerging categories. The OTC market saw online penetration grow from 9% to 13% between 2020 and 2025, despite much stricter regulations, signalling a pivotal change in consumer purchasing behaviour. For VDS, where e-commerce is well established, its online penetration grew in the regions, from 32% to 46% during the same period.
This sustained digital growth is forcing offline channels to adapt. “No question that the Asian market is the most dynamic when it comes to the distribution and marketing. However, the evolution is not about online replacing offline entirely. It has witnessed a recalibration, where physical pharmacies are strengthening their positions by M&A, and expanding to wider Asian markets,” noted Yang Hu.
