• Positioning of “beauty from within" stands out in the Asia Pacific
• Asia Pacific and Australia are expected to contribute 41% of global growth till 2030
• From 2020 to 2025, e-commerce penetration in OTC in the two regions increases from 9% to 13%

According to Euromonitor’s “2025 Asia Pacific Outlook: Consumer Health trends & opportunities”​ webinar, the "Beauty from within" trend signals the continuing demand for and awareness of holistic health, boosting the entire consumer health market in Asia Pacific and Australasia. The two regions are expected to contribute a significant 41% of global consumer health growth till 2030, highlighting the critical role of the trend for industry players.

Yang Hu, Asia Pacific insight manager for health and beauty at Euromonitor International, said: “Beauty supplements are poised to become the primary engine sustaining consumer health industry growth. We see emerging innovative formats, modernisation of traditional herbs, and new marketing claims fuelling consumer demand and expanding the market.”

The rise of “beauty from within”

Following general health, beauty stands out as the second biggest positioning for VDS growth, by effectively attracting new consumers and encouraging daily use. Through to 2030, the VDS category is projected to contribute 62% of the total growth in the Asia Pacific and Australasia consumer health market.

The trend is supported by ingredient innovation. Aside from established heroes like hyaluronic acid and collagen, brands are successfully marketing the skin benefits of basic ingredients such as vitamin C and traditional herbs.

China and Japan have well-established beauty supplement markets with strong consumer awareness of collagen, while South Korea and Australia are seeing exceptional growth driven by new brand entries. In Southeast Asia, the VDS category is expanding rapidly, fuelled by social media influence and widespread access to online shopping.

E-commerce transformation and channel adaptation

Digital transformation in consumer health is universal, rising across both mature and emerging categories. The OTC market saw online penetration grow from between 2020 and 2025, despite much stricter regulations, signalling a pivotal change in consumer purchasing behaviour. For VDS, where e-commerce is well established, its online penetration grew in the regions, from 32% to 46% during the same period.

This sustained digital growth is forcing offline channels to adapt. Yang Hu noted:​ “No question that the Asian market is the most dynamic when it comes to the distribution and marketing. However, the evolution is not about online replacing offline entirely. It has witnessed a recalibration, where physical pharmacies are strengthening their positions by M&A, and expanding to wider Asian markets.”

For more information, please see 2025 Asia Pacific Outlook: Consumer Health trends & opportunities​.

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