80%'s brand enters the Asian healthcare market with the wrong first step.2025 Latest Tips

80%'s brand enters the Asian healthcare market with the wrong first step.2025 Latest Tips

80%'s first step into the Asian nutraceutical market was a mistake! They ignored the market differentiation strategy and directly copied the successful experience in China to Southeast Asia. According to TMO's latest "Asia Dietary Supplements Market Growth Opportunity Analysis Report", the Asian nutraceuticals market will reach US$64 billion by 2025, but there are huge differences in consumption habits and channel preferences between countries.

It's time to stop using a uniform strategy to explore different markets! Chinese consumers are looking for "precision health" (e.g., liver care, heart health), Southeast Asian consumers are more interested in beauty and body contouring (collagen, weight management), and Japanese consumers are more interested in vitamin complexes and sports nutrition. These cultural differences directly determine the success of product positioning and marketing strategies.

The biggest problem is the poor choice of sales channels.TMO's report shows that e-commerce is developing rapidly in various countries, but direct sales still maintain a high level of popularity in Southeast Asia. In Thailand, Singapore and Indonesia, the proportion of direct sales channels for weight management products is as high as 40%-50%, which is a huge opportunity for cross-border brands.

The explosive power of the e-commerce ecosystem is even more shocking! Malaysia's high internet penetration rate of 98% + 8 hours of average daily online time makes the online platform the pillar of sales. Vietnam has a low offline retail density, 78% consumers shop through e-commerce sites, and sports supplements are growing rapidly as gyms and e-commerce link up.

TikTok Shop has become an emerging channel that cannot be ignored in 2025, with sales of dietary supplements growing rapidly on the platform, with year-on-year growth rates of more than 50% in each of the six countries in Southeast Asia. although the overall growth of the market in Thailand is stabilizing, the live e-commerce ecosystem is extremely active, and consumer shopping habits are shifting from traditional e-commerce platforms to social e-commerce.

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# Asian Health Care Products # Cross-border E-commerce Sellers # Brands Going Overseas # TikTok E-commerce # Taiwan Manufacturers # Direct Marketing # Cross-border Entrepreneurship # E-commerce Platforms