TMO Group recently published a recap of its Southeast Asia dietary supplement e-commerce insights presented during Hi & Fi Asia-China 2026 in Shanghai. The presentation, delivered by Jing Zhou, Business Director at TMO Group, focused on the size, category structure, and growth opportunities in Southeast Asia’s online supplement market.

According to TMO’s analysis, the Southeast Asia dietary supplement market reached approximately US$2.532 billion in 2025. The research covered six major e-commerce markets: Singapore, Vietnam, Thailand, the Philippines, Malaysia, and Indonesia. Thailand was identified as the leading market, accounting for 27.4% of regional share.

The analysis also showed that General Health remains the largest category, representing 52% of the market. Beauty Supplements accounted for 18.1% and continues to be one of the more dynamic segments. TMO also noted that the second quarter was the strongest sales period, contributing approximately 30% of annual revenue.

Looking ahead, TMO projects the Southeast Asia dietary supplement market could reach US$3.0–3.2 billion in 2026, supported by demand for preventive health, beauty-from-within, weight management, and sports nutrition products. Vietnam is expected to be one of the fastest-growing markets in the region.

What This Means for the Health Products Industry

Southeast Asia continues to be an important growth region for dietary supplement, functional food, and health product companies looking beyond China or seeking to diversify their Asia strategy. While China remains a major market, Southeast Asia offers a rapidly developing e-commerce environment, younger digital consumers, and strong demand across preventive health, beauty, weight management, and sports nutrition categories.

For brands, ingredient suppliers, and investors, marketplace data can provide valuable guidance before entering a new market. Sales performance, category demand, price points, formats, product positioning, and consumer review trends can help companies understand where opportunities exist and how products should be localized.

The TMO presentation also reinforces the importance of a data-driven market entry strategy. Companies should not assume that one Southeast Asian market is the same as another. Consumer preferences, platform dynamics, pricing expectations, and category maturity can vary significantly between Thailand, Vietnam, Indonesia, Malaysia, the Philippines, and Singapore.

As supplement brands look for growth outside of their home markets, Southeast Asia should remain on the radar as a high-potential region for e-commerce expansion.

(Source: TMO Group & HPA-Global)