There is growing interest in promoting optimal liver health among young Asian consumers who have a balanced diet and occasional unhealthy diets. This is often driven by consumers' desire to maintain their bodies' ability to function optimally in the face of these lifestyle choices. Many people are turning to liver-supporting supplements as a potential means of enhancing health and ensuring the body can cope with the demands of daily life.
Young consumers in Asia are becoming increasingly aware of the link between alcohol consumption and liver health and are consciously controlling their alcohol intake. Results from Euromonitor's Voice of the Consumer: Health and Nutrition Survey, conducted from January to February 2024, show that Gen Z and Millennials in the Asia-Pacific region drink more frequently, with weekly and monthly consumption being the most common. However, it has been revealed that young consumers drink alcohol every day. They still represent less than 5% of the consumer group.
In addition to moving towards moderate alcohol consumption, younger consumers are turning to consumer health solutions to promote liver health on a daily basis.
Liver health has emerged as the fastest growing segment in the Asia Pacific nutritional supplements market in recent years, with a CAGR of 23.7% from 2020 to 2023.
SSource: Euromonitor International Conferencesumer Health 2024 edition
China has emerged as a key growth driver for liver health market expansion in Asia post-COVID-19. This growth is primarily due to young, health-conscious consumers seeking supplement-based solutions for liver detoxification.
Beyond its association with reducing the effects of alcohol consumption, liver health products have a strong foothold in the Asian market, as liver care has long been a cultural focus in many regions. This established concept has been revitalized by , making it more appealing to younger consumers. JellyBoost DHM, a liver support supplement launched by Kinohimitsu in early 2024, is a case in point, positioned as hangover relief and morning relief after the night before for young Singaporean consumers. This product contains extracts from the Japanese raisin tree, dihydromyricetin (DHM) and L-glutathione, which work synergistically with other natural ingredients to reduce discomfort after drinking. To do.
Busy lifestyle drives liver health supplements market
With sales of liver health supplements increasing significantly, consumer awareness is also increasing. The concept of liver health is no longer limited to alcohol consumption, but extends to the hectic lifestyle patterns of young people in Asia. This trend is clearly related to social factors, especially the general working and living conditions of young Asian consumers. Particularly in Chinese, the term “Liver'' (gān), meaning “liver'', has been used as a verb by young consumers to express hard work in a playful way. The fundamental connection between liver health and staying up late was born in-game. It penetrated the community and subsequently acquired wider currency in everyday life. Increasing awareness of various liver health conditions has led to a more nuanced understanding of liver function. This refined understanding has opened the door to the development of features aimed at specific aspects of liver health, such as promoting visceral fat metabolism and promoting liver cell recovery.
As overtime work becomes the norm and leisure activities late into the night become more common, there is a growing awareness that these habits have a negative impact on liver health. As a result, younger consumers experiencing the effects of these lifestyles (often described as “liver failure”) are increasingly seeking solutions through liver health supplements. Considering this, the rapid growth of the liver health market in Asia can be partially attributed to product diversification. In response to consumer demand in the Chinese market, Switzerland has reformulated its liver detox products to specifically address the needs of younger consumers who frequently consume oil in the middle of the night. The new formula incorporates choline in addition to existing ingredients, providing additional benefits for night owls. By tailoring these products to young people's unique habits and lifestyles, the industry can strengthen its connection with consumers, ultimately leading to higher conversion rates.
Localized formulation of liver health products in Asia
Consumers in Asia Pacific strongly prefer traditional remedies, with herbal/traditional products gaining a significant share of 31% in the consumer health market in 2023, compared to the global average of only 19% far exceeds.
Source: Euromonitor International Consumer Health, 2024 edition
Many Asian cultures have a rich tradition of herbal medicine that incorporates ingredients thought to benefit the liver. Liver health in Asian cultures can have multifaceted meanings that go beyond just the physical health of the organ and relate to overall health. Therefore, local manufacturers are actively leveraging Asia's unique herbal ingredients to create more customized solutions that meet the needs of Asian consumers seeking regional liver health products. Although milk thistle remains the most common ingredient aimed at liver health, the formulation of liver health products in the Asian market is clearly becoming more localized and diverse. This reflects the extensive knowledge and experience of Asian cultures in utilizing indigenous natural ingredients for health purposes as well. Rohto Health will launch Alcofree, a liver detoxification tonic, in Vietnam in 2022, which is formulated with Vietnamese traditional herbs to relieve discomfort and detoxify the liver by purifying bile and diuretic after drinking alcohol. supported. Similarly, leading Chinese supplement brand By-health's signature liver health product Jiananshi is formulated with arrowroot and Salvia miltiorrhiza for a synergistic effect that supports liver function and reduces fat accumulation in the liver. It may help reduce.
Young people in Asia are increasingly interested in liver supplements, reflecting changing attitudes towards alcohol consumption. Healthcare companies should respond to this demand and explore expanding the use of liver products beyond just drinking habits to address the entire busy lifestyle of young Asians and unlock market potential. .
For an in-depth analysis of consumer perceptions and behaviors towards health among young Asian consumers, read our report “Asia's Health-Conscious Young People: A Focus on Consumer Health.”
