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• Reports

Table of Contents

• HEADLINES
• TRENDS
• Vitamins
• Dietary Supplements
• COMPETITIVE LANDSCAPE
• PROSPECTS
• CATEGORY DATA

Reports
Vitamins and Dietary Supplements -
Philippines

•
•
•
•
Vitamins and Dietary Supplements -
Philippines
24 Mar 2010

HEADLINES
Vitamins and dietary supplements current value sales grow by 7% in 2009 to reach Ps14.5
billion
Trend towards preventive healthcare measures and public concerns over swine flu pandemic
drive the positive development of the sector
Other fish oils is the most dynamic category overall in 2009, showing growth of 54% in current
value terms
Average unit prices remain largely stable over 2008-2009 due to more intense competition
between manufacturers and the impact of the economic downturn and price controls
United Laboratories Inc remains the clear leader in 2009 with a sector value share of
30%
Vitamins and dietary supplements constant value sales are expected to grow at a CAGR of 3%
over the forecast period to reach Ps16.8 billion in 2014

TRENDS
The global outbreak of N1H1 influenza (swine flu) during the first half of 2009 caused
widespread public concern in the Philippines. Some Filipinos increased their intake of vitamin C
and other types of vitamins in an effort to strengthen their immune systems and reduce their risk
of contracting swine flu. While this trend was very strong among high-income consumers, the
impact of the economic downturn meant that many low- and middle-income Filipinos could not
afford to increase their intake of vitamins. Such consumers took other preventive measures to
strengthen their immune systems, such as regular exercise, healthier diets etc.

Vitamins

Volume and current value growth rates for vitamins in 2009 were down on 2008, and also
slower than the respective CAGRs for the review period as a whole. This was primarily due to
the economic downturn, which forced many Filipinos to reduce spending on non-essential
consumer healthcare products. Increased consumption of vitamins products among a relatively
small base of high-income consumers worried about swine flu helped to prevent a more
significant slowdown in volume and current value sales growth.
Multivitamins was the largest category in 2009, accounting for 65% of total vitamins current
value sales. It was also the most dynamic category, showing growth of 6% in volume and current
value terms. As the economic downturn caused disposable incomes to fall, many Filipinos began
taking multivitamins regularly as a means of strengthening their immune system to avoid getting
sick and incurring the ensuing costs of doctors’ visits, Rx and OTC medications and hospital
treatment. Widespread concerns over swine flu also encouraged some Filipinos to begin
consuming multivitamins in 2009.
Vitamin E also recorded volume and current value growth of 6% in 2009 as consumers
increasingly took to this for both antioxidant properties and for immunity. Top selling brands
include Squibb Vitamin E and GNC Vitamin E.
Numerous vitamins brands are available at all price points in the Philippines. Some brands can
be purchased for as little as Ps1 per unit, while others can cost up to Ps50 per unit. Average unit
prices remained largely stable in 2009, as manufacturers were reluctant to pass on rising costs
for fear of losing consumers who were still adjusting to lower disposable incomes in the wake of
the economic downturn.
In 2009, vitamin C was the only vitamins category to witness stronger growth in volume and
current value sales than in 2008. This was mainly due to concerns over swine flu, which drove
many Filipinos to increase their vitamin C intake as a means of strengthening their immune
systems. Middle- and low-income consumers who could not afford more expensive vitamin C
brands were able to buy generic ascorbic acid products at cheaper prices.
Consumption of vitamins products is strongest among middle- and high-income Filipinos. While
cheap generic vitamins products are available in the Philippines, they are not very popular
among low-income consumers, who spend the bulk of their earnings on essentials like food. This
is particularly the case in rural areas, where awareness of the potential health benefits of regular
vitamins consumption is quite low.
Segmentation in multivitamins was not very strong in the Philippines in 2009, with popular
mass-market brands such as Centrum, Stresstabs and HavItAll being targeted at both male and
female consumers. However, some healthfood shops chains and direct selling companies do
offer multivitamins products that are targeted at specific consumer groups. Examples of such
products include GNC Men’s Mega Multivitamins, GNC Women’s Ultra Mega Multivitamins,
MSE Men’s Complete Multivitamins and MSE Women’s Complete Multivitamins.
During the review period, packaged food players like San Miguel Purefoods Co Inc and CDO
Foodsphere Inc were very active in advertising their fortified/functional food products to
Filipino consumers. In 2009, however, vitamins did not face significant competition from such
products. This was due to the fact that the kind of consumers who buy fortified/functional food
products (ie high-income, health conscious people) also tend to consume vitamins as a
complementary measure to ensure they are getting all their required nutrients.
Vitamin C products were the most popular within child-specific vitamins in 2009, as they help to
strengthen children’s’ immune systems and reduce their risk of falling ill. United Laboratories
Inc’s Ceelin is the most popular child-specific vitamin C brand among Filipino parents. Child-
specific multivitamins products are also quite popular among parents, as they provide most of
the key nutrients required by growing children. Tynor Drug House Inc’s Cherifer is one of the
most popular child-specific multivitamins brands.

Dietary Supplements

Due to the absence of an efficient public health care system that provides affordable treatment in
hospitals, preventive medicine became an increasingly important practice in the daily lives of
Filipinos towards the end of the review period. In 2009 this resulted in a significant increase in
demand for dietary supplements products, which are positioned as a means of enhancing general
health, despite the economic downturn. Furthermore, demand for dietary supplements products
was also bolstered by widespread public concern over the outbreak of swine flu, with many
Filipinos taking them to strengthen their immune systems and reduce their risk of contracting the
virus.
Growth of 18% in dietary supplements current value sales in 2009 represented a significant
improvement from the decline of 5% recorded in 2008. Current value sales were bolstered by
improvements in the distribution of dietary supplements, particularly more affordable brands.
The trend towards preventive medicine among Filipinos and fears over swine flu also helped to
ensure that current value sales grew strongly despite the economic downturn.
Glutathione remained the largest dietary supplements category in current value sales terms in
2009, despite a controversy in 2008 over false claims about the amount of whitening ingredient
contained in certain brands. Many women take glutathione in an effort to lighten their skin
colour, as the Philippine media has propagated the image of the fair-skinned mestiza (woman of
mixed racial ancestry) as the ideal standard of beauty.
Other fish oils was the most dynamic category in 2009, showing growth of 54% in current value
sales. The popularity of other fish oils products is explained by their use in treating health
problems that are quite common among Filipinos, most notably high cholesterol and arthritis.
With widespread public concern over the outbreak of swine flu in the Philippines, the fact that
other fish oils products can help to strengthen the immune system also bolstered demand in
2009.
There is little or no competition between fortified/functional foods and dietary supplements
products. Filipinos who buy fortified/functional food products also tend to consume dietary
supplements as a complementary measure, to ensure that they are getting all the nutrients they
require. Moreover, fortified/functional food products are not positioned or advertised as
substitutes for dietary supplements.
Combination dietary supplements performed very well in 2009, showing growth of 34% in
volume and current value terms thanks to the trend towards healthier lifestyles among Filipinos.
Positioned as a means of improving general health, consumers like combination dietary
supplements products for the same reason they like multivitamins, namely that they reduce the
number of pills they need to take on a daily basis. Non-herbal combination dietary supplements
products remained the most popular choice, as majority of brands in this category contain a
mixture of herbal and non-herbal ingredients.
In terms of analysis by positioning, general health products remained the most popular in 2009,
accounting for 38% of total dietary supplements current value sales. Beauty products were the
second most popular with a value share of 32%. This was partly due to strong demand for
glutathione products, which many Filipino women take to achieve fairer skin in an effort to look
more like their favourite celebrities and models. Dietary supplements products which improve
bone health were the third most popular, partly due to the increasing incidence of arthritis among
younger Filipinos.

COMPETITIVE LANDSCAPE
United Laboratories retained a commanding lead in vitamins and dietary supplements in 2009,
claiming a sector value share of 30% with a broad portfolio that covers several categories. The
company’s success is attributable to its reputation for offering effective vitamins and dietary
supplements products at more affordable prices than most of its competitors. In addition, the
company invests heavily in the promotion of its brands, though it did have to reduce spending on
mass media advertising in 2009 due to the economic downturn.
Healthy Options Corp recorded the biggest current value sales increase in actual terms over
2008-2009, as its clients are mostly upper- and middle-income health conscious Filipinos who
were not significantly affected by the economic slowdown. These consumers increased their
consumption of vitamins and dietary supplements significantly in 2009 due to fears over the
spread of swine flu. The positive performance of Healthy Options Corp also reflected growing
consumer appreciation for the one-stop shopping experience it provides, offering other
specialised products such as personal care items, food and beverages alongside vitamins and
dietary supplements in its retail outlets.
Despite United Laboratories Inc’s commanding lead in the sector, international manufacturers
accounted for the largest share of total vitamins and dietary supplements current value sales in
2009. This was due to the fact that there were a greater number of well established multinational
brands than local brands present in the sector. Nevertheless, the sector did witness rising demand
for domestic brands thanks to improvements in distribution and their lower prices as compared
to multinational products. The latter factor was particularly important given the impact of the
economic downturn on low- and middle-income consumers.
The entry of direct selling company UHS Essential Health into the Philippines in 2009
intensified competition in the premium vitamin and dietary supplements segment, with the
company’s Essentials and Optimizers lines being well-received by more affluent consumers.
Novartis meanwhile launched a natural fibre supplement product called Benefiber in the mid-
price segment in the last quarter of 2009.
Manufacturers and distributors of vitamins and dietary supplements regularly employ celebrities,
health experts and current users to endorse their brands and educate Filipinos on their benefits.
Companies often employ a particular type of person as an endorser when trying to achieve a
specific positioning or target a specific consumer group (eg a sports star to promote products
with a general health positioning, an actress or model for products with a beauty positioning).
Prominent celebrity endorsers in 2009 included former Philippine president Joseph Estrada for
Uniherb Corp’s Arthro, professional boxer Manny Pacquiao for Macropharma Corp’s Circulan,
Sharon Cuneta for United Laboratories Inc’s Haveitall and popular TV actors Angel Locsin and
Richard Gutierrez for White Beauty Phils Co’s Met Tathione.
Branded products continued to dominate vitamins and dietary supplements in 2008 due to their
extensive distribution and availability at a wide range of price points. Healthfood shops chains
such as GNC, Healthy Options and Health Express sell their own private label products to
provide a cheaper alternative for consumers. Private label products are generally more popular
than branded items in these healthfood shops outlets. The Generics Pharmacy chain meanwhile
offers a wide range of generic vitamins and dietary supplements products that are popular with
lower-income consumers.

PROSPECTS
Over the forecast period, the development of vitamins and dietary supplements will be
underpinned by the movement towards preventive medicine among Filipino consumers seeking
to reduce their risk of illness and avoid the related costs. Sector constant value sales are expected
to grow at a CAGR of 3%, and strong growth in volume sales is predicted for most individual
categories. Manufacturers and distributors are expected to be particularly active in targeting low-
and middle-income Filipinos, as the preventive medicine trend is strongest among these
consumer groups. Aside from the trend towards healthier lifestyles, new launches, improvements
in distribution and the continued use of celebrities, health professionals and ordinary consumers
to endorse brands will also drive growth in volume and constant value terms.
Other fish oils looks set to remain the most dynamic category over the forecast period, with
volume and constant value sales expected to grow at a CAGR of 9%. Demand for other fish oils
products will be driven by the growing use in the treatment of high cholesterol and arthritis,
ailments that are common to Filipinos due to their eating and drinking habits. Mineral
supplements is also expected to perform well thanks to rising demand for iron supplements
products, which are used by women with menstruation problems and people with blood-related
illnesses.
Average unit prices in vitamins and dietary supplements are expected to remain fairly stable over
the forecast period. While they will continue to face rising costs, manufacturers will be reluctant
to impose price increases in an increasingly competitive environment for fear of losing
consumers who have seen their disposable incomes decline due to the global economic
downturn. If anything, some categories may see a slight drop in average unit prices as more
economy vitamins and dietary supplements brands are launched.
A slow recovery from the global financial crisis is the biggest threat to the development of
vitamins and dietary supplements. While demand is increasing in line with the trend towards
preventive medicine, many Filipinos still do not consider these products to be necessity items.
Furthermore, controversies over false claims and the effectiveness of certain products may also
hamper the development of this sector over 2009-2014.
Direct selling company UHS Essential Health Philippines Inc is anticipated to show a strong
performance over the forecast period as its products continue to be well received by more
affluent consumers. However, it is unlikely to become a major player in vitamins and dietary
supplements due to the fact that its products have a premium positioning and are therefore not
affordable to the majority of Filipinos. Novartis meanwhile is expected to perform well thanks to
growing interest in its Benefiber brand, which can be mixed with food and non-carbonated
drinks for more convenient consumption.
Manufacturers and distributors will continue to invest in information drives to educate Filipinos
on the potential health benefits of consuming vitamins and dietary supplements products. Given
the strength of the trend towards preventive medicine, more companies are expected to begin
positioning their products as a means of strengthening the immune system and improving
general health.

CATEGORY DATA
Table 1 Sales of Vitamins and Dietary Supplements by Subsector: Value 2004-2009
Ps million 2004 2005 2006 2007 2008 2009

1,090.
Dietary Supplements 1,250.4 1,465.9 2,307.8 2,193.3 2,590.4
8
- Combination Dietary Supplements 256.5 316.2 348.0 428.3 428.6 574.3
- Herbal/Traditional Dietary Supplements 189.0 210.9 222.8 257.5 272.6 330.0
-- Combination Herbal/Traditional Dietary
89.8 107.5 116.6 137.0 135.9 179.8
Supplements
-- Echinacea - - - - - -
 Table 1 Sales of Vitamins and Dietary Supplements by Subsector: Value 2004-2009
Ps million 2004 2005 2006 2007 2008 2009
-- Evening Primrose Oil - - - - - -
-- Garlic 3.0 3.1 3.3 3.4 3.5 3.5
-- Ginkgo Biloba 1.1 1.2 1.3 1.3 1.4 1.5
-- Ginseng 0.8 0.8 0.9 0.9 0.9 0.9
-- St John's Wort - - - - - -
-- Other Herbal/Traditional Dietary
94.4 98.3 100.9 114.8 130.9 144.3
Supplements
- Non-Herbal Dietary Supplements 901.8 1,039.5 1,243.1 2,050.4 1,920.7 2,260.5
-- Calcium Supplements 353.1 386.6 425.3 455.1 484.7 511.3
-- Co-Enzyme Q10 - - - - - -
-- Combination Non-Herbal Dietary
166.7 208.7 231.4 291.2 292.7 394.6
Supplements
-- Eye Health Supplements - - - - - -
-- Fish Oils 36.4 37.9 39.6 42.1 44.5 65.2
-- Glucosamine 6.0 6.6 7.3 8.1 8.8 9.5
-- Mineral Supplements 207.1 207.6 210.8 216.6 220.5 311.5
-- Probiotic Supplements - - - - - -
-- Protein Powder 76.3 73.9 85.5 102.6 117.0 129.8
-- Royal Jelly - - - - - -
-- Sam-E - - - - - -
-- Other Non-Herbal Dietary Supplements 56.2 118.1 243.1 934.8 752.5 838.5
Tonics and Bottled Nutritive Drinks 245.3 312.0 341.5 362.0 376.4 387.7
5,085.
Vitamins 5,335.8 5,735.8 6,133.4 6,503.8 6,855.1
7
3,328.
- Multivitamins 3,461.3 3,703.6 3,981.4 4,240.2 4,473.4
2
1,757.
- Single Vitamins 1,874.4 2,032.2 2,152.0 2,263.7 2,381.7
5
-- Vitamin A - - - - - -
-- Vitamin B 95.7 100.0 108.0 114.5 120.8 126.8
-- Vitamin C 926.3 991.1 1,070.4 1,123.9 1,174.5 1,233.2
-- Vitamin D - - - - - -
-- Vitamin E 735.5 783.3 853.8 913.6 968.4 1,021.7
-- Other Single Vitamins - - - - - -
Child-Specific Vitamins and Dietary 3,149.
3,527.2 3,915.1 4,189.2 4,461.5 4,706.9
Supplements 3
9,571. 10,425. 11,458. 12,992. 13,535. 14,540.
Vitamins and Dietary Supplements
0 4 3 4 1 2
Source: Official statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
Table 2 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2004-2009
2004-09 2004/09
% current value growth 2008/09
CAGR TOTAL
 Table 2 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2004-2009
2004-09 2004/09
% current value growth 2008/09
CAGR TOTAL
Dietary Supplements 18.1 18.9 137.5
- Combination Dietary Supplements 34.0 17.5 124.0
- Herbal/Traditional Dietary Supplements 21.1 11.8 74.6
-- Combination Herbal/Traditional Dietary
32.3 14.9 100.3
Supplements
-- Echinacea - - -
-- Evening Primrose Oil - - -
-- Garlic 1.5 3.2 17.2
-- Ginkgo Biloba 4.0 6.9 39.6
-- Ginseng 3.0 4.7 26.0
-- St John's Wort - - -
-- Other Herbal/Traditional Dietary Supplements 10.2 8.9 52.8
- Non-Herbal Dietary Supplements 17.7 20.2 150.7
-- Calcium Supplements 5.5 7.7 44.8
-- Co-Enzyme Q10 - - -
-- Combination Non-Herbal Dietary Supplements 34.8 18.8 136.7
-- Eye Health Supplements - - -
-- Fish Oils 46.5 12.4 79.1
-- Glucosamine 8.0 9.6 58.1
-- Mineral Supplements 41.3 8.5 50.5
-- Probiotic Supplements - - -
-- Protein Powder 11.0 11.2 70.2
-- Royal Jelly - - -
-- Sam-E - - -
-- Other Non-Herbal Dietary Supplements 11.4 71.7 1,391.7
Tonics and Bottled Nutritive Drinks 3.0 9.6 58.0
Vitamins 5.4 6.2 34.8
- Multivitamins 5.5 6.1 34.4
- Single Vitamins 5.2 6.3 35.5
-- Vitamin A - - -
-- Vitamin B 5.0 5.8 32.5
-- Vitamin C 5.0 5.9 33.1
-- Vitamin D - - -
-- Vitamin E 5.5 6.8 38.9
-- Other Single Vitamins - - -
Child-Specific Vitamins and Dietary Supplements 5.5 8.4 49.5
Vitamins and Dietary Supplements 7.4 8.7 51.9
Source: Official statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
Table 3 Folic Acid v Other B Vitamins 2004-2009
% retail value rsp 2004 2005 2006 2007 2008 2009

Folic Acid 6.0 6.0 5.8 5.8 5.6 5.4

 Table 3 Folic Acid v Other B Vitamins 2004-2009
% retail value rsp 2004 2005 2006 2007 2008 2009
Other B
94.0 94.0 94.2 94.2 94.4 94.6
Vitamins
100. 100. 100. 100. 100. 100.
Total
0 0 0 0 0 0
Source: Official statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
Table 4 Dietary Supplements by Positioning 2006-2009
% retail value rsp 2006 2007 2008 2009

Beauty 17.0 41.0 34.1 32.0

Bone 31.5 21.0 23.5 21.0
Digestive 4.3 3.0 3.7 3.5
General Health 42.0 30.7 34.0 38.5
Heart Health 2.3 1.6 1.8 2.4
Joint 0.6 0.4 0.4 0.4
Other Dietary Supplement
2.3 2.3 2.5 2.2
Positioning
100. 100. 100. 100.
Total
0 0 0 0
Source: Official statistics, Trade associations, Trade press, Company research, Store checks,
Trade interviews, Euromonitor International estimates
Table 5 Vitamins and Dietary Supplements Company Shares by Value 2005-2009
% retail value rsp 2005 2006 2007 2008 2009

United Laboratories Inc 33.3 32.0 28.8 29.5 30.0

Wyeth Philippines Inc 14.5 14.4 13.2 13.6 13.3
Boehringer Ingelheim (Phils) Inc 7.2 7.2 6.8 7.1 6.8
Tynor Drug House Inc 6.9 7.5 6.8 6.9 6.6
Abbott Laboratories (Phils) Inc 4.6 4.3 3.8 3.9 3.7
Bayer Philippines Inc 3.1 3.4 3.2 3.2 3.1
White Beauty Phils Co 0.2 0.4 1.8 1.8 1.9
UHS Essential Health Philippines Inc - - - - 1.8
Pascual Laboratories Inc 1.1 1.2 1.5 1.6 1.6
Fuller Life Direct Selling Philippines, Inc 1.9 2.0 1.9 1.8 1.6
Healthy You Inc 1.3 1.4 1.5 1.5 1.5
United Shelter Health Products 0.1 0.4 1.7 1.3 1.4
Bristol-Myers Squibb Co - - - - 1.3
International Pharmaceuticals Inc 1.3 1.2 1.1 1.2 1.2
Bristol-Myers Squibb (Phil) Inc 1.6 1.5 1.3 1.3 1.1
Avon Cosmetics Inc 1.0 1.1 1.0 1.0 1.0
Nu Skin Enterprises Philippines Inc 1.1 0.9 1.0 1.0 0.9
Herbalife International Philippines Inc 0.7 0.7 0.7 0.8 0.8
Novartis Healthcare Philippines Inc 0.8 0.7 0.7 0.7 0.7
Macropharma Corp 0.7 0.8 1.1 0.9 0.7
Table 5 Vitamins and Dietary Supplements Company Shares by Value 2005-2009
% retail value rsp 2005 2006 2007 2008 2009
Cerebos Foods (Phils) Inc 0.6 0.7 0.6 0.6 0.6
Bargn Farmaceutici (Phils) Co - - 0.4 0.4 0.5
Amway Philippines LLC 0.1 0.3 0.2 0.3 0.3
Merck Inc 0.3 0.3 0.3 0.3 0.2
Forever Living Products Philippines Inc 0.2 0.2 0.2 0.2 0.2
Healthy Options Corp 0.1 0.1 0.1 0.1 0.2
Multicare Pharmaceuticals Phils Inc 0.2 0.1 0.2 0.2 0.2
Icon Pharma Corp 0.2 0.2 0.1 0.1 0.1
Issho Genki Philippine Corp 0.0 0.0 0.0 0.0 0.0
Mead Johnson (Phils) Inc 1.9 1.7 1.5 1.5 -
Others 15.0 15.2 18.3 17.3 16.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Table 6 Vitamins and Dietary Supplements Brand Shares by Value 2006-2009
% retail value rsp Company 2006 2007 2008 2009

Ceelin United Laboratories Inc 8.0 7.1 7.4 7.4

Pharmaton Boehringer Ingelheim (Phils) Inc 7.2 6.8 7.1 6.8
Cherifer Tynor Drug House Inc 7.5 6.8 6.9 6.6
Revicon Forte United Laboratories Inc 5.5 5.1 5.3 5.4
Clusivol Wyeth Philippines Inc 5.7 5.3 5.3 5.2
Enervon-C United Laboratories Inc 4.5 4.0 4.2 4.3
Centrum Wyeth Philippines Inc 4.0 3.7 3.9 4.0
Myra United Laboratories Inc 2.8 2.8 2.9 3.0
Cecon Abbott Laboratories (Phils) Inc 3.4 3.0 3.0 2.9
Stresstabs Wyeth Philippines Inc 2.7 2.5 2.5 2.4
United American Tiki-tiki Plus
United Laboratories Inc 1.9 1.7 1.6 1.9
Vitamins
Met Tathione White Beauty Phils Co 0.4 1.8 1.8 1.9
Growee United Laboratories Inc 2.1 1.9 1.9 1.8
UHS Essential Health Philippines
USANA - - - 1.8
Inc
Fuller Life Direct Selling
Nutrimetics 2.0 1.9 1.8 1.6
Philippines, Inc
Ritemed United Laboratories Inc 1.3 1.4 1.5 1.6
Rogin-E Bayer Philippines Inc 1.8 1.7 1.7 1.5
GNC Healthy You Inc 1.4 1.5 1.5 1.5
Lucida-DS Glutathione United Shelter Health Products 0.4 1.7 1.3 1.4
Poly-Vi-Sol Bristol-Myers Squibb Co - - - 1.3
Nutroplex United Laboratories Inc 1.5 1.4 1.3 1.3
Lecit E International Pharmaceuticals Inc 1.2 1.1 1.2 1.2
Squibb Bristol-Myers Squibb (Phil) Inc 1.5 1.3 1.3 1.1
Enervon-C for Children United Laboratories Inc 1.2 1.1 1.1 1.1
 Table 6 Vitamins and Dietary Supplements Brand Shares by Value 2006-2009
% retail value rsp Company 2006 2007 2008 2009
Vitadvance Avon Cosmetics Inc 1.1 1.0 1.0 1.0
Caltrate Wyeth Philippines Inc 1.0 0.9 0.9 1.0
Herbalife International Philippines
Herbalife 0.7 0.7 0.8 0.8
Inc
Nutrilin United Laboratories Inc 0.8 0.7 0.7 0.8
Lifepak Nu Skin Enterprises Philippines Inc 0.7 0.8 0.8 0.7
Iberet Abbott Laboratories (Phils) Inc 0.8 0.7 0.7 0.7
Poly-Vi-Sol Mead Johnson (Phils) Inc 1.7 1.5 1.5 -
Others Others 25.0 28.1 26.8 25.8
100. 100. 100. 100.
Total Total
0 0 0 0
Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Table 7 Vitamins Brand Shares by Value 2006-2009
% retail value rsp Company 2006 2007 2008 2009

Revicon Forte United Laboratories Inc 11.0 10.7 11.1 11.4

Pharmaton Boehringer Ingelheim (Phils) Inc 11.6 11.0 11.1 11.1
Enervon-C United Laboratories Inc 9.0 8.4 8.8 9.1
Centrum Wyeth Philippines Inc 8.1 7.8 8.1 8.5
Myra United Laboratories Inc 5.7 6.0 6.1 6.5
Cecon Abbott Laboratories (Phils) Inc 6.7 6.3 6.3 6.1
Stresstabs Wyeth Philippines Inc 5.5 5.2 5.2 5.1
Clusivol Wyeth Philippines Inc 4.8 4.8 4.9 4.9
Nutrimetics Fuller Life Direct Selling Philippines, Inc4.1 3.9 3.8 3.5
Ritemed United Laboratories Inc 2.6 2.9 3.2 3.4
Rogin-E Bayer Philippines Inc 3.7 3.6 3.5 3.3
Lecit E International Pharmaceuticals Inc 2.5 2.4 2.4 2.5
Squibb Bristol-Myers Squibb (Phil) Inc 3.0 2.8 2.6 2.4
GNC Healthy You Inc 2.0 1.9 1.8 1.8
Poten-cee Pascual Laboratories Inc 0.9 0.9 1.0 1.2
Glutaphos Pascual Laboratories Inc 1.4 1.3 1.2 1.1
Becedyn Bayer Philippines Inc 0.9 1.0 1.0 1.0
United Home Ascorbic
United Laboratories Inc 2.2 1.3 0.8 0.7
Acid
Berocca Bayer Philippines Inc 0.5 0.5 0.5 0.7
Mosvit Multicare Pharmaceuticals Phils Inc 0.2 0.3 0.3 0.3
Odiron United Laboratories Inc 0.3 - - -
Mosvit AstraZeneca Pharmaceuticals (Phils) Inc - - - -
Becedyn Roche (Phils) Inc - - - -
Berocca Roche (Phils) Inc - - - -
Rogin-E Roche (Phils) Inc - - - -
Nutrimetics Sara Lee Philippines Inc - - - -
Others Others 13.3 16.8 16.2 15.4
 Table 7 Vitamins Brand Shares by Value 2006-2009
% retail value rsp Company 2006 2007 2008 2009
100. 100. 100. 100.
Total Total
0 0 0 0
Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Table 8 Dietary Supplements Brand Shares by Value 2006-2009
% retail value rsp Company 2006 2007 2008 2009

Met Tathione White Beauty Phils Co 3.5 10.4 11.1 10.6

USANA UHS Essential Health Philippines Inc - - - 10.1
Lucida-DS Glutathione United Shelter Health Products 3.1 9.6 8.2 7.8
Vitadvance Avon Cosmetics Inc 8.8 5.9 6.4 5.6
Caltrate Wyeth Philippines Inc 7.5 5.0 5.9 5.4
Herbalife Herbalife International Philippines Inc 5.2 4.0 4.8 4.6
Lifepak Nu Skin Enterprises Philippines Inc 5.3 4.4 5.2 4.2
Iberet Abbott Laboratories (Phils) Inc 6.3 4.0 4.3 3.8
Circulan Macropharma Corp 6.2 6.1 5.5 3.8
GNC Healthy You Inc 3.2 3.5 3.7 3.6
C-Lium Fibre Pascual Laboratories Inc - 2.6 3.2 3.0
Calci-aid Bayer Philippines Inc 4.5 3.0 3.3 2.9
COSMO Skin Bargn Farmaceutici (Phils) Co - 2.2 2.7 2.6
Calsan Novartis Healthcare Philippines Inc 3.5 2.4 2.5 2.3
Calciumade United Laboratories Inc 2.6 1.8 2.1 2.0
Nutrilite Amway Philippines LLC 2.0 1.4 1.7 1.7
Calcium Sandoz Novartis Healthcare Philippines Inc 2.3 1.6 1.9 1.7
United Home Calactate United Laboratories Inc 1.9 1.2 1.3 1.2
Sangobion Merck Inc 1.8 1.2 1.3 1.2
Pharmanex Nu Skin Enterprises Philippines Inc 1.5 1.0 1.2 1.0
Forever Living Products Philippines
Forever Living 1.6 1.0 1.1 0.9
Inc
Healthy Options Healthy Options Corp 0.7 0.6 0.8 0.9
Trihemic Wyeth Philippines Inc 1.4 1.0 1.1 0.8
Rhea Philusa Corp 0.6 0.4 0.5 0.5
Calcebone Icon Pharma Corp 1.5 0.8 0.7 0.4
My Marvel Taheebo Herbs & Nature Corp 0.3 0.2 0.3 0.3
Issho Genki Squalene iP6 Issho Genki Philippine Corp 0.2 0.2 0.2 0.2
Hemobion Merck Inc 0.5 0.3 0.3 0.2
Redoxon Bayer Philippines Inc 0.2 0.1 0.1 0.1
Nature's Bounty NBTY Inc 0.1 0.0 0.0 0.0
Agre-Calvit
Solvay Pharma Inc Philippines 0.1 0.0 - -
Reformulated
C-Lium Fibre Garsworth Marketing Inc 3.7 - - -
Others Others 19.8 24.2 18.7 16.8
100. 100. 100. 100.
Total Total
0 0 0 0
Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor
International estimates
Table 9 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2009-2014
Ps million 2009 2010 2011 2012 2013 2014

Dietary Supplements 2,590.4 2,849.5 3,026.1 3,144.7 3,241.1 3,318.8

- Combination Dietary Supplements 574.3 660.5 706.7 727.9 742.5 749.9
- Herbal/Traditional Dietary
330.0 364.8 389.0 403.9 416.4 426.4
Supplements
-- Combination Herbal/Traditional
179.8 204.7 219.1 224.2 227.2 228.0
Dietary Supplements
-- Echinacea - - - - - -
-- Evening Primrose Oil - - - - - -
-- Garlic 3.5 3.4 3.4 3.4 3.3 3.3
-- Ginkgo Biloba 1.5 1.5 1.5 1.6 1.6 1.7
-- Ginseng 0.9 0.9 0.9 1.0 1.0 1.0
-- St John's Wort - - - - - -
-- Other Herbal/Traditional Dietary
144.3 154.2 164.0 173.8 183.3 192.4
Supplements
- Non-Herbal Dietary Supplements 2,260.5 2,484.8 2,637.2 2,740.9 2,824.7 2,892.4
-- Calcium Supplements 511.3 521.5 534.6 550.6 569.9 592.7
-- Co-Enzyme Q10 - - - - - -
-- Combination Non-Herbal Dietary
394.6 455.7 487.6 503.7 515.3 521.9
Supplements
-- Eye Health Supplements - - - - - -
-- Fish Oils 65.2 79.8 87.0 91.8 94.4 95.3
-- Glucosamine 9.5 9.9 10.3 10.8 11.4 12.0
-- Mineral Supplements 311.5 373.8 411.2 431.8 444.7 449.2
-- Probiotic Supplements - - - - - -
-- Protein Powder 129.8 138.9 147.3 154.6 161.6 168.1
-- Royal Jelly - - - - - -
-- Sam-E - - - - - -
-- Other Non-Herbal Dietary
838.5 905.0 959.1 997.4 1,027.5 1,053.2
Supplements
Tonics and Bottled Nutritive Drinks 387.7 385.8 387.7 391.6 397.5 405.4
Vitamins 6,855.1 6,979.9 7,119.9 7,275.9 7,443.7 7,624.0
- Multivitamins 4,473.4 4,562.9 4,663.3 4,775.2 4,899.3 5,036.5
- Single Vitamins 2,381.7 2,417.0 2,456.6 2,500.7 2,544.4 2,587.5
-- Vitamin A - - - - - -
-- Vitamin B 126.8 129.4 131.6 133.4 134.9 136.0
-- Vitamin C 1,233.2 1,245.5 1,264.2 1,289.5 1,316.6 1,345.5
-- Vitamin D - - - - - -
-- Vitamin E 1,021.7 1,042.1 1,060.9 1,077.8 1,092.9 1,106.0
-- Other Single Vitamins - - - - - -
Child-Specific Vitamins and Dietary
4,706.9 4,801.0 4,921.1 5,068.7 5,246.1 5,455.9
Supplements
 Table 9 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2009-2014
Ps million 2009 2010 2011 2012 2013 2014
14,540. 15,016. 15,454. 15,880. 16,328. 16,804.
Vitamins and Dietary Supplements
2 2 8 9 4 2
Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews,
Euromonitor International estimates
Table 10 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth
2009-2014
% constant value growth 2009-14 CAGR 2009/14 TOTAL

Dietary Supplements 5.1 28.1

- Combination Dietary Supplements 5.5 30.6
- Herbal/Traditional Dietary Supplements 5.3 29.2
-- Combination Herbal/Traditional Dietary Supplements 4.9 26.8
-- Echinacea - -
-- Evening Primrose Oil - -
-- Garlic -1.0 -5.1
-- Ginkgo Biloba 3.0 15.9
-- Ginseng 0.9 4.6
-- St John's Wort - -
-- Other Herbal/Traditional Dietary Supplements 5.9 33.4
- Non-Herbal Dietary Supplements 5.1 28.0
-- Calcium Supplements 3.0 15.9
-- Co-Enzyme Q10 - -
-- Combination Non-Herbal Dietary Supplements 5.8 32.3
-- Eye Health Supplements - -
-- Fish Oils 7.9 46.1
-- Glucosamine 4.8 26.2
-- Mineral Supplements 7.6 44.2
-- Probiotic Supplements - -
-- Protein Powder 5.3 29.4
-- Royal Jelly - -
-- Sam-E - -
-- Other Non-Herbal Dietary Supplements 4.7 25.6
Tonics and Bottled Nutritive Drinks 0.9 4.6
Vitamins 2.1 11.2
- Multivitamins 2.4 12.6
- Single Vitamins 1.7 8.6
-- Vitamin A - -
-- Vitamin B 1.4 7.2
-- Vitamin C 1.8 9.1
-- Vitamin D - -
-- Vitamin E 1.6 8.3
-- Other Single Vitamins - -
Child-Specific Vitamins and Dietary Supplements 3.0 15.9
Vitamins and Dietary Supplements 2.9 15.6
Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews,
Euromonitor International estimates
Summary 1 Dietary Supplements: Brand Ranking by Positioning 2009
Positioning Brand ranking Brand

Beauty 1 Met Tathione

2 Lucida-DS Glutathione
3 COSMO Skin
Bone 1 Caltrate Plus
2 Calci-Aid
3 Calsan
Digestive 1 C-Lium Fibre
Nutrilite Fruit & Vegetable
2
Fiber
General Health 1 Lifepak
2 Circulan
3 USANA
Heart Health 1 USANA
2 Optimum Omega
3 Nutrilite Omega 3 Complex
Joint 1 GNC
2 Healthy Options
Other Dietary Supplement
1 GNC
Positioning
2 Healthy Options
3 Forever
Source: Euromonitor International estimates

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Comment

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