Consumer health in 2025: the big picture
Consumers remain highly sensitive to price levels in 2025, as Malaysians face a mounting cost of living. Government policy changes, including the expansion of the Sales and Services Tax (SST) to cover more goods and services from July 2025, the removal of RON95 petrol subsidies in the second half of the year, and adjustments in electricity tariffs all contribute to rising prices across essential and non-essential products.
2025 key trends
Though growth is slowed compared to the previous year, value sales of consumer health are rising in Malaysia in 2025, with dietary supplements as a key driver. Beauty-positioned supplements continue to gain ground as demand extends beyond external appearance to beauty-from-within and holistic wellbeing. Products targeting mental health, oral skin health and weight management through supplementation are also seeing increased interest. Gummies in particular are becoming more prevalent – 2025 has seen launches such as Unichi Rose Collagen Gummy and Nicotinamide Gummy. Probiotics are increasingly marketed for slimming benefits, as seen in Lacto-Fit Probiotics Slim and Envora’s Biome Shapez Probiotic. And mental health-positioned products such as Life Botanics Ezy Night Gummies and mineral supplements like magnesium are enjoying greater interest.
Competitive landscape
Amway remains the leading company within overall consumer health in value terms in 2025. The company produces the Amway Nutrilite brand, active in both vitamins and dietary supplements and weight management and wellbeing. Amway’s continued lead with its Nutrilite portfolio is despite weaker revenues amid challenging economic conditions. The company has reinforced its position with holistic gut health solutions through the GUTPROtein series, including Nutrilite Soy Protein, Nutrilite Mixed Fiber Powder and Nutrilite Probiotics.
Retailing developments
Health and personal care stores is the leading distribution channel within overall consumer health in 2025, with the channel’s value share remaining stable during the year. Watsons and Guardian remain the dominant players, supported by nationwide outlet coverage. Watsons has launched its 45+ Members Club, offering ageing consumers discounts of up to 5% on vitamins and dietary supplements, alongside complimentary annual health checks. Guardian has is strengthening its positioning through partnerships such as the Pilih Halal, Pilih VitaHealth campaign launched in January 2025, reaffirming commitment to halal-certified consumer health products and meeting diverse consumer needs.
What next for consumer health?
Value sales of consumer health are set to rise over the forecast period. Local consumers, however, are expected to remain highly price sensitive. Rising living costs, fuelled by ongoing government policy adjustments, will continue to pressure disposable income. As a result, households are likely to buy during sales events, reduce discretionary spending and switch to more affordable brands. In response, retailers will intensify promotional activity, with Watsons and Guardian consistently offering discounts of up to 30-50% across consumer health - particularly in vitamins and dietary supplements. Switching from direct sellers to lower-priced non-direct brands is also anticipated.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Health in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Health in Malaysia?
- Which are the leading brands in Consumer Health in Malaysia?
- How are products distributed in Consumer Health in Malaysia?
- How has the regulatory and operating environment for Consumer Health changed in Malaysia?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Malaysia
Consumer health in 2025: the big picture
2025 key trends
Competitive landscape
Retailing developments
What next for consumer health?
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
DISCLAIMER
DEFINITIONS
Analgesics in Malaysia
KEY DATA FINDINGS
Malaysians demand faster, stronger pain relief
Global and local players share the spotlight
Health and personal care stores remain the go-to channel
Growth momentum will continue with acetaminophen and aspirin as key drivers
Dosage innovation enhances fast-relief positioning
Generics gain traction as cost pressures rise
Cough, Cold and Allergy (Hay Fever) Remedies in Malaysia
KEY DATA FINDINGS
Preventative habits sustain steady growth
Medicated confectionery keeps Lofthouse of Fleetwood on top
Health and personal care stores leads sales, while cross-category competition intensifies
Nasal sprays to push future growth as herbal and traditional alternatives gain ground
Expected expansion of non-oral remedies and investment in variants for specialised use
Efficacy remains key differentiator
Dermatologicals in Malaysia
KEY DATA FINDINGS
Premiumisation in nappy (diaper) rash treatments supports growth
Actavis remains the leader as Ego Pharmaceuticals accelerates
Pharmacies continues to lead while e-commerce expands
Premiumisation in nappy (diaper) rash treatments to drive value growth
Local manufacturers benefit from cost-conscious consumers, while competition from standard shampoos threatens growth for hair loss treatments
Policy changes set to shift demand towards pharmacies, though e-commerce still holds potential for further expansion
Digestive Remedies in Malaysia
KEY DATA FINDINGS
Rising living costs fuel switch to generics
Reckitt Benckiser maintains lead, while generics gain ground
Pharmacies dominates distribution for digestive remedies in Malaysia, while consumers shift towards on-the-go formats
Cost pressures accelerate demand for local and generic brands
On-the-go formats boost convenience
Herbal and traditional remedies expand through imports
Eye Care in Malaysia
KEY DATA FINDINGS
Digital lifestyles sustain steady demand
Eye Mo retains leadership with refreshed image
Convenience stores gains ground as distribution expands
Digital habits to sustain demand for standard eye care
Vial packaging will gain favour for hygiene and safety while eye health supplements represent competitive threat
Regulatory changes may support allergy eye care
NRT Smoking Cessation Aids in Malaysia
KEY DATA FINDINGS
Vaping culture restrains growth despite rising sales
Johnson & Johnson leads while GSK loses ground
Pharmacies remains the primary channel, e-commerce builds traction
Challenging outlook under cost pressures
Patches to remain the fastest riser
Potential vape ban could shift demand back to NRT
Wound Care in Malaysia
KEY DATA FINDINGS
Private label growth intensifies competition in wound care
Beiersdorf retains lead while Dr.Check accelerates
Pharmacies continues as preferred channel for wound care purchases
Private label expansion likely to slow overall value growth
Investment in innovation will boost appeal
Wider affordability through private label growth
Sports Nutrition in Malaysia
KEY DATA FINDINGS
Strong demand supports double-digit growth for sports nutrition in Malaysia
Herbalife retains lead while LAC Global rises fastest
Health and personal care stores as leading channel while pharmacies gains share
Segmentation and lifestyle positioning will drive growth
Plant-based protein and on-the-go formats set to expand further
Supplement players entering sports nutrition, while distribution shifts further online
Dietary Supplements in Malaysia
KEY DATA FINDINGS
Lifestyle changes fuel steady demand across diverse products
USANA retains lead over dietary supplements in Malaysia as consumers focus on healthy ageing
Health and personal care stores leads distribution with pharmacies gaining pace
Sophisticated positioning will boost probiotics and minerals
Beauty and cellular health supplements gain appeal
Ageing population to drive NMN and combination products
Vitamins in Malaysia
KEY DATA FINDINGS
Price promotions intensify as consumers become more cautious
Amway retains lead but By-health posts fastest growth
Health and personal care stores remains leading channel while pharmacies gains momentum
Price sensitivity shapes consumer behaviour
Effervescent and chewable formats to drive innovation while on-the-go options gain ground
Immunity and energy remain top priorities amid price-cutting strategies from players
Weight Management and Wellbeing in Malaysia
KEY DATA FINDINGS
Rising cost of living restrains overall category growth
Nu Skin leads while Abbott gains ground
Direct selling remains strong as modern grocery retail rises
Supplement nutrition drinks to lead forecast growth
GLP-1 weight loss products expected to have limited impact, while international direct sellers will maintain stronghold over distribution
Discounts and bundles will remain critical under cost pressures
Herbal/Traditional Products in Malaysia
KEY DATA FINDINGS
Cultural influence sustains steady growth
Brand’s Suntory retains lead with innovative campaigns
Pharmacies and medicine halls expand reach
Local ingredients offer competitive strength
Ongoing launches should sustain growth
Cultural heritage will continue to underpin demand as new regulation takes effect
Paediatric Consumer Health in Malaysia
KEY DATA FINDINGS
Premiumisation and supplements ensure strong growth
GSK retains lead while By-health posts fastest growth
Retail collaborations drive distribution as e-commerce builds momentum
Supplements will continue as key growth driver
Gummies and new formats set to become more prevalent
Sustained relevance for cough/cold remedies amid pharmacy channel expansion
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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