TMO's SEA Supplement eCommerce Insights at Hi & Fi Asia-China '26

TMO GroupJune 17, 2026
TMO's SEA Supplement eCommerce Insights at Hi & Fi Asia-China '26

TMO Group attended the 2026 Innovative Ingredients Seminar, held on 16 June 2026 during Hi & Fi Asia-China 2026 at the National Exhibition and Convention Center (Shanghai). Organized by the Health Products Association (HPA) and Sinoexpo Informa Markets, the seminar brought together companies and experts from the food, health, and nutrition industries to discuss innovative ingredients, product applications, and emerging market opportunities.

The Southeast Asian Dietary Supplement Market

TMO Business Director Jing Zhou shared insights for Health product brands entering SEA.

Jing Zhou, Business Director at TMO Group, delivered a presentation titled “The Southeast Asian Dietary Supplement Market: Size, Landscape and Growth Secrets.” The session drew on full-year 2025 Shopee marketplace data and covered six major Southeast Asian eCommerce markets: Singapore, Vietnam, Thailand, the Philippines, Malaysia, and Indonesia.

The presentation analyzed overall market size, category structure, seasonal sales patterns, consumer behavior, and country-level opportunities across the dietary supplement sector:

2025 Southeast Asia Food Supplement Market White PaperThis PDF report analyzes the Southeast Asia food supplement market on Shopee: market size by country, product category trends, seasonal patterns, country deep-dives, and more.

2025 Southeast Asia Food Supplement Market White Paper

TMO’s Southeast Asia Supplement Market Analysis

According to TMO’s analysis, the Southeast Asian dietary supplement market reached US$2.532 billion in 2025, with Thailand leading the region at 27.4% market share. The General Health category accounted for 52% of the market, while Beauty Supplements represented 18.1% and remained one of the fastest-growing segments. Seasonally, Q2 was the strongest quarter, contributing approximately 30% of annual revenue.

Looking ahead to 2026, TMO projects the market to reach US$3.0–3.2 billion, supported by continued demand for preventive health, beauty-from-within, weight management, and sports nutrition products. Vietnam is expected to record the fastest growth among the six markets.

2025 Southeast Asia Food Supplement Market White Paper by TMO

Industry Discussions on Functional Ingredients and Health Innovation

Other seminar sessions covered multifunctional small molecule citrus pectin, mulberry leaf extract and GLP-1-related applications, and sulforaphane ingredients derived from broccoli. Together, the presentations reflected strong industry interest in functional ingredients, health food innovation, and data-backed market expansion strategies.

Supporting Health & Beauty Brands with Data-Backed Market Insights

By sharing insights based on real marketplace data, TMO provided raw material suppliers, supplement brands, and investors with a clearer view of Southeast Asia’s online health consumption market. The session also reflected TMO’s continued work in eCommerce data research, market entry strategy, and digital growth for health and beauty brands in Asia.

Download the presentation content:

2025 Southeast Asia Food Supplement Market White PaperThis PDF report analyzes the Southeast Asia food supplement market on Shopee: market size by country, product category trends, seasonal patterns, country deep-dives, and more.

2025 Southeast Asia Food Supplement Market White Paper

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