A growing trend among young consumers in Asia with imbalanced dietary habits and occasional unhealthy indulgences is a heightened interest in promoting optimal liver health. This is often spurred by consumers’ desire to maintain their bodies’ ability to function optimally in the face of these lifestyle choices. Many turn to liver-supporting supplements as a potential means of bolstering their wellbeing and ensuring their bodies can keep pace with the demands of daily life.
Young Asian consumers are exhibiting a heightened awareness of the link between drinking and liver health, so they consciously control their alcohol intake. Results of the Euromonitor Voice of the Consumer: Health and Nutrition Survey, fielded January to February 2024, reveal that weekly and monthly alcohol consumption are the dominant frequencies among Gen Z and Millennials who drink alcohol in Asia Pacific, while young consumers who drink every day still make up less than 5% of the consumer group.
Besides shifting towards moderate alcohol consumption, young consumers are turning to consumer health solutions to promote their liver health on a daily basis.
Within the Asia Pacific dietary supplements market, liver health has emerged as the fastest-growing positioning in recent years with a 2020-2023 CAGR of 23.7%
Source: Euromonitor International Consumer Health 2024 edition
China has emerged as the primary growth driver of liver health market expansion in Asia post-COVID-19. This growth is primarily attributed to health-conscious young consumers seeking supplement-based solutions for liver detoxification.
Beyond the connection with lowering the impact of alcohol consumption, liver health products enjoy a strong foundation in Asian markets due to the long-standing cultural emphasis on liver care in many regions. This established concept has been revitalised with , making it more appealing to young consumers. JellyBoost DHM, a liver support supplement launched by Kinohimitsu earlier in 2024, is a great example, positioned as a hangover relief and morning rescue after the night before for young consumers in Singapore. The product features extracts derived from the Japanese raisin tree, Dihydromyricetin (DHM) and L-Glutathione to work synergistically with other all-natural ingredients to mitigate post-drink discomfort.
Hectic lifestyles drive market of liver health supplements
The significant sales growth of liver health supplements is accompanied by the rise in consumer awareness. The notion of liver health is no longer restricted to alcohol consumption but extends to a wider hectic pattern of life for young people in Asia. This trend is demonstrably linked to social factors, particularly the prevailing work and living conditions of young Asian consumers. Specifically in Chinese, the term “肝” (gān), meaning “liver”, has been used as a verb to express hard work by young consumers in a playful way.The underlying relationship between liver health and staying up late originated within the gaming community and subsequently gained wider currency in everyday life. The growing recognition of various liver health conditions has led to a more nuanced understanding of liver function. This refined understanding has opened doors to developing functions aimed at specific aspects of liver health, such as promoting visceral fat metabolism and facilitating liver cell restoration.
With overtime becoming the norm and late nights a common leisure activity, a perception has emerged that these habits negatively impact liver health. Consequently, young consumers experiencing the effects of these lifestyles, often described as “liver sluggishness”, are increasingly seeking solutions through liver health supplements. In light of this, the rapid growth of the liver health market in Asia can be attributed, in part, to the diversification of product. In response to consumer demand in the Chinese market, Swisse has reformulated its liver detox product to specifically address the needs of young consumers who frequently burn the midnight oil. The new formula incorporates choline alongside existing ingredients, offering enhanced benefits for those who stay up late. By aligning these products with the specific living habits and lifestyles of young people, the industry fosters a stronger connection with consumers, ultimately leading to higher conversion rates.
Localised formulation of liver health products in Asia
Asia Pacific consumers heavily favour traditional remedies, with herbal/traditional products holding a significant 31% share of the consumer health market in 2023, far exceeding the global average of just 19%
Source: Euromonitor International Consumer Health, 2024 edition
Many Asian cultures have a rich tradition of herbal medicine that incorporates ingredients believed to benefit the liver. Liver health in Asian cultures can have a multifaceted meaning that goes beyond just the physical health of the organ but is related to overall wellbeing. Thus, local manufactures are actively leveraging Asian-exclusive herbal ingredients to build more customised solutions in cater to Asian consumers’ need for localised liver health products. While milk thistle is still the most prevalent ingredient targeting liver health, the formulations of liver health products in Asian markets are demonstrably more localised and diverse. This reflects the extensive knowledge and experience that Asian cultures possess in utilising indigenous natural ingredients for health purposes as well. Rohto Health launched a liver detox tonic product, Alcofree, in Vietnam in 2022 featuring traditional Vietnamese herbs to relieve discomfortand support liver detoxification by clearing bile and being diuretic after drinking. Likewise, signature liver health product Jiananshi by By-health, a leading Chinese supplement brand, is formulated with kudzu root and salvia miltiorrhiza to boost the synergistic effect to support liver function and may help reduce fat build-up in the liver.
Young Asians exhibit growing interest in liver supplements, reflecting changing views on alcohol consumption. Health companies should address this demand and explore broadening liver product applications beyond just drinking habits to cater to the overall busy lifestyles of young Asians and unlock the market potential.
For more analysis on the consumer perceptions and behaviours on consumer health of young consumers in Asia, read our report, Health-Conscious Young in Asia: Focus on Consumer Health.