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

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:
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.

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.
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