[WORLD] Supplements are becoming increasingly popular in Asia-Pacific as health-conscious customers look for more effective solutions to fill nutritional gaps in their diets. Consumers are becoming more picky about the quality of their supplements, preferring high-grade goods backed by science. Supplements are now seen as an essential component of overall wellness, including mental well-being, in addition to improving physical performance. These supplements are becoming more versatile and convenient, to meet a variety of health needs in response to today’s hectic lifestyles.
With this in mind, multipurpose items are becoming increasingly popular. This transition is being pushed by the demand for time-saving solutions and a rising emphasis on sustainability, with supplements that reduce waste and promote eco-friendly sourcing, as well as formulas appropriate to current diets, such as plant-based options. This year, supplements that promote overall well-being, such as gut health, are projected to gain popularity, fueled by a better understanding of the gut-brain relationship.
The rise of plant-based supplements is particularly notable, as more consumers adopt vegetarian and vegan lifestyles. According to a recent survey by the Asia-Pacific Nutrition Council, over 30% of consumers in the region are now incorporating plant-based supplements into their diets. This trend is not only driven by ethical considerations but also by the health benefits associated with plant-based proteins and nutrients. Brands are responding by developing innovative plant-based formulations that cater to this growing demographic.
The probiotic shift
Beyond digestive health, many people believe that probiotics, or live, beneficial bacteria, are essential for immunological function and overall well-being. The relationship between the gut and the brain is now receiving more attention, emphasizing the importance of a balanced microbiome: a healthy gut can influence not just digestion but also mental well-being, immune system strength, and even energy levels.
Recent studies have shown that the gut microbiome can influence neurotransmitter levels, which in turn affect mood and cognitive function. This has led to a surge in interest in probiotics that specifically target mental health, often referred to as “psychobiotics.” These supplements are designed to improve mental well-being by promoting a healthy gut-brain axis.
Modern diets are not naturally high in probiotics and supplements, so diets containing probiotics consumed in recommended amounts are one way to improve the health of the digestive tract.
Cognitive well-being
The rising emphasis on the mind-body link is fueling the adoption of supplements like Omega-3 oils and plant-based alternatives like tea. Omega-3s benefit heart, brain, and emotional health, and scientists believe they are most beneficial when taken with meals to promote long-term well-being and a balanced mood.
In addition to Omega-3s, adaptogenic herbs are becoming popular in the Asia-Pacific market. These herbs, including ashwagandha and ginseng, are well-known for their ability to aid the body's stress response and cognitive performance. They are increasingly being used in supplements intended to improve mental resilience and performance.
According to Alex Teo, director of research development and scientific affairs for Herbalife in Asia Pacific, black and green tea have been around for millennia and are regarded as one of the ultimate brain-health foods. They provide hydration while also stimulating metabolic activity and increasing energy levels. It is stated that allowing tea to brew for longer periods of time extracts and concentrates its components, maximising its health benefits.
Meanwhile, plant-based supplements like pea protein are gaining popularity. Vegan-friendly and said to be easily digestible, this supplement is thought to aid muscle recovery and replenish energy, and is also considered ideal for lactose-intolerant individuals.
Skin health
Collagen has long been used as a cosmetic staple to promote skin health, but its effects are now thought to go far beyond looks. Collagen not only reduces wrinkles but also promotes overall skin, bone, and joint health. It promotes skin elasticity and moisture while strengthening and protecting bones and joints. As people adopt a more holistic approach to wellbeing, collagen's adaptability has made it an essential component of health routines, providing both esthetic and functional benefits that extend beyond appearance.
The Asia-Pacific region's elderly population is also driving the market for collagen supplements. As people look for ways to maintain their vitality and mobility, collagen supplements are seen as a valuable tool in supporting joint health and reducing the risk of age-related conditions such as osteoporosis.
Looking ahead
According to a report by marketing and consulting firm Grand View Research, as the demand for supplements grows, so does the demand for high-quality products that not only provide benefits but also have greater transparency and more stringent testing to ensure efficacy and safety. Whether it's probiotics in gut-health supplements or magnesium in a hydration formula, supplements must fulfill the highest criteria to gain consumer trust. Brands that prioritize ethical sourcing, extensive quality control, and transparent testing are more likely to survive.
Advancements in technology are also playing a crucial role in the supplement industry. Innovations in bioavailability and delivery systems are making supplements more effective and easier to consume. For example, liposomal delivery systems are being used to enhance the absorption of key nutrients like Vitamin C and glutathione.
Consumers today are more inclined to educate themselves about ingredient origin, testing, and product purity in order to make informed purchasing decisions, allowing them to choose supplements that correspond with their health goals. Herbalife, which has been rated the world's number one nutrition brand by Euromonitor, claims to be committed to producing the greatest nutritious products and points to its multiple international accolades as evidence of its high standards.
As the market continues to evolve, the future of supplements is likely to become more “personalised”, driven by technological advancements that empower people to customise their nutrition. Innovations are likely to pave the way for individuals to choose supplements tailored to their specific needs, enhancing their effectiveness and, potentially, leading to better health outcomes. And, according to Teo, with the guidance of healthcare professionals, consumers will be empowered to make informed decisions, reaping the full potential of supplements and transforming their well-being.
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