According to GII Research, the global functional food market is projected to reach USD 259.4 billion in 2025, and grow to USD 457.2 billion by 2032, with a CAGR of 6.5%. As demand shifts toward more scientific, precise, and diversified nutrition solutions, the category continues to open up new growth opportunities for brands and ingredient innovators.
Last week, FoodMate’s “2025 Functional Food Industry Conference” was held in Suzhou from December 4 to 5, under the theme “Science-led Evidence, Technology Innovation”. The conference brought together industry experts to explore frontier research, regulatory updates, emerging ingredients, and innovation pathways across functional food applications.
TMO Shared Export Opportunities for Supplements in Southeast Asia
TMO joined the conference as both an eCommerce solutions provider and an eCommerce data intelligence partner. We also contributed as a co-author to the newly released 2025 Probiotics Industry White Paper, which includes analysis based on Southeast Asia marketplace sales signals across Shopee and Lazada.
In addition, TMO Business Director Jing Zhou delivered a keynote on December 4, titled “Data-Driven Growth Strategy: Deep Dive into Southeast Asia’s Dietary Supplement eCommerce Market”. Jing’s keynote used marketplace sales intelligence to map Southeast Asia’s supplement landscape through a commercial lens, covering:
- overall sales trend signals
- high-potential markets
- best-selling categories and subcategories
- leading brands and product attributes
- breakout products, trending functional claims and ingredients
- price-band distributions
TMO's keynote speech was based on the Health Supplements (Southeast Asia Outlook December 2025)This PDF report looks at the online health supplements market in Southeast Asia: market segments, price ranges, popular brands, and much more.Health Supplements (Southeast Asia Outlook December 2025), which is available for download.
The analysis was powered by Market Insider, TMO’s eCommerce intelligence platform built on Southeast Asia marketplace sales data across Shopee and Lazada. The session highlighted Southeast Asia’s increasing relevance as a cross-border destination for supplement brands, and summarized the opportunity through three practical modules:
- Market Opportunity: growth trajectory and high-potential country screening for dietary supplements in Southeast Asia
- Winning Product Patterns: demand structure across six major supplement segments (including general nutrition and beauty supplements), with breakdowns by subcategory, brand dynamics, hero SKUs, key attributes, ingredients, and price corridors
- Go-to-Market Guidance: how consumer culture and purchase behavior vary by country, and how brands can translate data signals into localized entry strategy
A Conference Program Focused on Evidence, Regulation, and Innovation
FoodMate's 2025 event featured an expanded agenda with 50+ industry speakers, covering innovation trends, emerging ingredients, and applied technology across the functional food value chain.
Other speakers included representatives from the Development Center of SAMR, Infinitus (China), academic experts from public health institutions, and R&D professionals from global brands.
Beyond TMO’s session, the program explored a wide range of themes including regulatory and compliance trends, healthy ageing, women’s health, traditional tonic categories, cross-border growth signals, precision nutrition meal replacements, and microbiome research and probiotic development. Attendees gained practical perspectives across both product innovation and commercialization.
Market Insider: Data-Driven Market Potential Assessment for Southeast Asia
Across Southeast Asia, each country presents a distinct category mix and a fast-changing pattern of breakout products. For brands planning to expand into the region or for those already operating locally and evaluating which markets align best with their product portfolio, real-time eCommerce sales intelligence can significantly enhance decision quality.
TMO Group has spent years building deep analytical coverage of Southeast Asia’s digital commerce environment. The insights shared during the PCT presentation were powered by Market Insider, TMO Group’s proprietary data platform that consolidates multi-country sales data from the region’s two dominant marketplaces, Shopee and Lazada.
Market Insider spans Beauty, Skincare, Health & Wellness, Food & Beverage, Home Appliances, Sports & Outdoor, Mother & Baby and Pet Care. The platform provides comprehensive category snapshots, brand-level analytics and SKU-level tracing across the entire competitive field, enabling brands to monitor emerging trends, assess competitive pressure and validate market-entry strategies with precision.
TMO's Market Insider is a paid enterprise-level data platform. Schedule a Market Insider Demo and discover how sales performance insights can guide your next move.
