Philippine Vitamins and Nutraceuticals
The increasing prevalence of cardiovascular diseases, pneumonia, cancer, tuberculosis, diabetes, and other respiratory diseases are compelling Philippine citizens to consider adding natural and organic products to their daily diets. U.S. export opportunities are in:
• Multivitamins
• Prenatal and postnatal vitamins
• Eye and vision supplements
• Collagen
• Vitamin C
• Prebiotics and Probiotics
• Supplements containing Zinc
• Sports nutrition supplements,
• Pediatric nutrition supplements.
• Non-traditional herbal supplements including virgin coconut oil
The Philippines is categorized as a lower-middle income country and brands continue to cater to the masses and shape the nutraceuticals market. Top three reasons why Filipinos take vitamins and nutraceuticals are to improve and strengthen their immune systems, to relieve stress and improve sleep, and to strengthen skin, hair, and nails.
Local and foreign players active in the Philippine market include USANA Health Sciences Inc., the top brand for vitamins and nutraceuticals and United Laboratories (Unilab) with its popular Ceelin, Myra-E, and Enervon brands. Some U.S. brands modify their packaging to accommodate for consumers with less disposable income levels. U.S. brands enjoy a strong reputation for being safe, reliable, and effective.
Supermarkets, hypermarkets, and drugstores remain the best distribution channels for vitamins and nutraceuticals. Specialty health stores are also gaining popularity throughout the country. Stores have adopted hybrid platform to also sell their products online through popular ecommerce platforms such as Lazada and Shopee.
Pharmacy chains including Mercury Drug, Southstar Drug and The Generics Pharmacy are experiencing strong growth in Metro Manila and nearby provinces. Demand for nutraceuticals and herbal products is high for people living in highly urbanized cities including Metro Manila and the nearby provinces of Cavite, Laguna, Batangas, and Rizal. These large retail pharmacy chains are aggressively acquiring small retail pharmacies to expand their reach to other provinces and smaller local barangays (neighborhoods). The Covid pandemic has spurred increased attention to individual health and wellbeing.
Industry experts forecast continued growth for the vitamins and nutraceuticals market over the next five years. According to the Health and Dietary Supplement Association of the Philippines, the consumer health sector is dominated by over-the-counter (OTC) brands with 43% of the market share. Vitamins and supplements and herbal/traditional products account for 34% and 12% respectively. Weight management and wellbeing, sports nutrition, and allergy care account for 11% combined market share in the Philippines.
Trade Associations
1. Health and Dietary Supplement Association of the Philippines
Website: https://www.hadsap.org/
2. Direct Selling Association of the Philippines
Website: https://www.dsap.ph/
Trade Shows
1. PhilBeauty
Dates: July 20 – July 22, 2022
Organizer: Informa Marketing/UBM Exhibitions Philippines
Website: https://www.philbeautyshow.com/
2. NaturalAsia 2022, in conjunction with BeautyAsia 2022,
Location: Singapore
Website: https://www.beautyasia.com.sg/naturalasia/
For more information, contact Commercial Specialist Katrina Domingo at katrina.domingo@trade.gov.