작성일자: 2013.2.19

작성자: 쿠알라룸푸르 무역관 박건원 (gunwony@kotra.or.kr)

 

 

1. Demand for Health Supplements in Malaysia

 

 ○ The concept of maintaining a healthy and nutritious diet is well entrenched in the minds of the majority of the Malaysians. Malay, Indian and Chinese herbal medicine and wellness traditions are well established in the nation. Most Malaysians have some knowledge of them, which is usually ‘passed down through the generations’.

 

 ○ While this is officially reported, the very rapid socio-economic growth of the past 3 decades has brought about significant changes to the lives of the population. The impact of modern living is already evident in the major cities of Malaysia. Dramatic changes in urban lifestyles have created health and nutrition problems with rapid increases in obesity, hypertension, diabetes and coronary heart disease rates.

 

 ○ According to the official health facts released by the Ministry of Health in 2009, the main cause of death in Malaysia were:

  - Heart diseases(16% incidence);

  - Septicemia(14%)

  - Cancer(11%); and

  - Pneumonia(11%)

 

 ○ Close to 8% of the country’s adult population suffer from diabetes. This is blamed on changing lifestyles, which include a high intake of sugar and a lack of physical exercise. Around 63% of the nation’s obese adult population is women, with the rate for men being significantly lower at 37%.

 

 ○ The hectic lifestyles of consumers and their unhealthy eating habits saw many relying on vitamins and dietary supplements to bridge their nutritional gap.

 

 ○ In addition to the stress of modern living, various health threats(such as threats from the SARS virus, Avian flu virus, Nipah virus, H1N1 flu virus) and concerns over safety of imported products(such as melamine-tainted milk product imports, GMO food product imports and the potential of BSE in imported beef) have added to the concerns of Malaysians in recent years.

 

 ○ Trade sources comment that the increased health concerns amongst the better informed Malaysians have been the major driver of the increased purchase of functional foods, nutraceuticals and organic foods. They added that the consumers of functional foods, nutraceuticals and organic foods include:

  - Those who are either under-going treatments due to ill-health or are recovering from ill-health;

  - Middle aged health conscious individuals from the middle to high income groups who shop for their unwell family members;

  - Aging individuals from the middle to high income groups; and

  - Young working professionals who are body image conscious or health conscious

 

 ○ Furthermore, the government was keen, through various education campaigns, to promote healthy lifestyles, making consumers more reliant on vitamins and dietary supplements to enhance their nutritional intake.

 

 ○ The self-medication spending of Malaysians is incredibly high, reflecting the attitude of Malaysians towards maintaining wellness. Health supplements(both pharmaceutical and traditional) are regularly consumed by the middle income and upper income groups. These households spend anywhere between RM50 to RM500 per month on health supplements, depending on the size of the household and the age group of household members. More is usually spent on health supplements when the households include children and aging adults.

 

 ○ Generally, the health and supplement market comprises the following sub-segments:

  - Dietary supplements which are legally defined as a form of pharmaceutical product, e.g. vitamins, minerals, amino acids, enzymes, probiotics;

  - Food supplements which are not pharmaceutical in nature, e.g. fortified food products; and

  - Traditional medicines in the form of traditional and non-traditional health supplements, e.g. Bee Pollen, Blue Algae, Chlorella, Chlorophyll, Alfafa, Spirulina, Garlic as well as traditional herbal medicine(Chinese, Malay and Indian)

 

 ○ The most popular types of health supplements demanded by the middle to upper income households include multivitamins for general wellness and health supplements targeting children(growth, mental alertness), women(weight loss, menopause, aging), men(vitality) and aging adults(mental alertness, bones and joints, muscle).

 

 ○ The Malaysian Dietary Supplement Association found that vitamins C, E, B complex multivitamins, folic acid and calcium are among the more popular dietary supplements while evening primrose oil, Omega-3 fish oil, gingko biloba, royal jelly and cod liver oil make up popular natural supplements.

 

 ○ Tonics and bottled nutritive drinks’ presence also remained significant with essence of chicken being a key driver in the supplement industry.

 

 ○ The table below shows the sales of vitamins and dietary supplements in Malaysia by category from year 2009 to 2011.

 

Category Data

                                                                                                            (Unit: RM million)

Sales of Vitamins and DietarySupplements by Category Value 2009~2011	2009	2010	2011
Paediatric Vitamins and DietarySupplements	27.9	29.5	30.8
Dietary Supplements	865.5	912.6	957.5
- Combination Dietary Supplements	221.4	234.7	252.3
- Herbal/Traditional Dietary Supplements	441.0	460.1	477.9
-- Combination Herbal/Traditional DietarySupplements	116.2	122.8	131.2
-- Echinacea	1.0	1.0	1.1
-- Evening Primrose Oil	38.6	40.6	41.8
-- Garlic	20.2	20.6	20.8
-- Ginkgo Biloba	41.3	42.5	43.1
-- Ginseng	7.6	7.9	8.1
-- St John's Wort	0.4	0.4	0.4
-- Other Herbal/Traditional Dietary Supplements	215.6	224.3	231.2
- Non-Herbal Dietary Supplements	424.5	452.5	479.6
-- Calcium Supplements	37.9	40.6	42.4
-- Co-Enzyme Q10	11.5	12.5	13.4
-- Combination Non-Herbal Dietary Supplements	105.2	112.0	121.1
-- Eye Health Supplements	-	-	-
-- Fish Oils	35.7	38.2	40.8
-- Glucosamine	33.3	35.3	37.6
-- Mineral Supplements	38.7	39.5	39.9
-- Omega-3-6-9 (Fish and Non-Fish)	38.2	42.0	44.9
-- Probiotic Supplements	-	-	-
-- Protein Powder	62.9	68.9	73.7
-- Royal Jelly	2.5	2.5	2.6
-- Sam-E	-	-	-
-- Other Non-Herbal Dietary Supplements	58.6	61.2	63.2
Tonics and Bottled Nutritive Drinks	166.4	204.6	229.2
Vitamins	279.0	296.9	312.4
- Multivitamins	189.1	201.4	210.5
- Single Vitamins	89.8	95.5	101.9
-- Vitamin A	-	-	-
-- Vitamin B	5.5	5.8	6.2
-- Vitamin C	60.7	66.2	72.5
-- Vitamin D	-	-	-
-- Vitamin E	23.6	23.5	23.2
-- Other Single Vitamins	-	-	-
Vitamins and Dietary Supplements	1,338.8	1,443.7	1,529.9

Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

 

 ○ As the population grows and becomes more affluent, it is expected that there will be an increase in the demand for food supplements for all types.

 

 ○ Today, a wide range of health supplements are readily available in the Malaysian market, including products for women’s bones and joint health, men’s health, digestive health, heart and circulation, stress and energy, joints, bones and muscle, eye health, nails, hair and skin health, nutritional oils, multivitamins and antioxidants, slimming, detox, organic nutraceuticals and wellness products for the 60+ age group, etc.

 

 ○ The better known brands of pharmaceutical health supplements in Malaysia are reported by health and wellness retailers to include Centrum, 21st Century, Brands, Blackmores, Appeton, Himalaya, Seven Seas, Aspen, Kordel’s, Kinohimitsu, Xlim Detox and Scotts Emulsion. Most of these brands are imported.

 

 ○ The use of Halal logo will be considered for health supplements, provided that such produces have been certified and approved as Halal by JAKIM(Malaysia’s Halal certification agency). The use of the Halal logo is based on application made to JAKIM and is not a mandatory requirement, unless the product is to be marketed as a “halal” product to the Malaysian population.

 

 ○ As in the case of imported halal food and drinks, an imported supplement that is halal registered in a foreign country and is intended to be marketed as ‘halal’ in Malaysia has to comply with JAKIM’s regulations on approved halal certification authorities. Such authorities have to be formally recognized by JAKIM before their halal certification logo can be used in marketing and on product packages in Malaysia.

 

 ○ The key retail targets for health and food supplements(nutraceuticals) in Malaysia are:

  - Specialist retailers of health supplements such as vitamins, minerals, herbs/ herbal products and functional foods, as well as body building supplements, e.g. the GNC store group, which claims to be the market leading retailer of such products;

  - Pharmacies and personal care stores operated by Guardian, Watsons, AEON, Apex and Caring;

  - Chinese medical halls(similar to drug stores), especially Eu Yan Sang and Hai-O outlets and

  - Some hospitals and health clinics.

 

 ○ Direct selling is also the dominant distribution channel for consumer health, with it being key in categories such as weight management and dietary supplements. One such famous brand is Nutrilite from Amway which owns a 19% value share in the dietary supplement industry in 2011.

 

 ○ In addition to the “bricks and mortar” retailers, there are also some internet sales of retail packed health supplements in Malaysia. Internet sales form a very small part of total sales because Malaysians generally prefer to buy their supplements from a retail store. While this is the case, trade sources comment that body building supplements are popularly purchased on-line now, because they are significantly cheaper than those sold at retail stores.

 

 

2. Competition in the Health Supplements Industry of Malaysia

 

 ○ Traditional health supplements make up between 65% to 70% of the health supplements market, with Chinese traditional medicine dominating this segment.

 

 ○ Pharmaceutical health supplements make up the balance of the health supplements market.

 

 ○ This situation exists because Chinese herbal medicine is a well entrenched wellness product, which has been in the lives of the Malaysian Chinese community for centuries. This community is estimated to number between 20% and 25% of Malaysia’s population today.

 

 ○ While Malay and Indian traditional medicines do exist, Malaysian Chinese are the most active group in the country, when it comes to consuming herbal medicine even in times of good health, with their aim is to maintain overall physical and mental wellness. Chinese medical halls have been in existence for centuries to serve this common practice and they can be found in every major town in Malaysia.

 

 ○ Competition from fortified/ functional foods and drinks was more apparent in selected categories, particularly calcium and probiotics. With pre/probiotic drinking yoghurt, such as Yakult and Vitagen, being well established in Malaysia, consumers were already reliant on this for probiotics and thus less willing to invest in probiotic supplements. On the other hand, dairy products such as cheese and milk which have added calcium, also limited consumers’ reliance on calcium supplements.

 

 ○ Imports are a key part of the Malaysian pharmaceutical and health supplement market.

 

 ○ The pharmaceutical health supplement industry in Malaysia relies heavily on imported innovated products, which fulfill majority of the demand as Malaysians place higher trust in imported brands.

 

 ○ Imports come from around 30 countries and there is a sizeable number of brands now in the market.

 

 ○ The main supply countries are Germany(Share in 2009; 17% of landed weight), Australia(15%), UK(13%), USA(11%) and Ireland(7%).

 

 ○ Retailers comment that this supply base supports their viewpoint that the market is dominated by the multinational pharmaceutical companies through their wide product portfolios and well-reputed brands. Multinational direct sellers were most prominent with Amway, Herbalife and Nu Skin being the top three players in vitamins and dietary supplements as well as weight management.

 

 ○ Private label accounted for negligible sales in 2011. With vitamins and dietary supplements being fragmented and dominated by key international brands, this made it difficult for private label to establish a foothold in the environment.

 

 ○ Government sources comment that the bulk of imports were classified as health products, i.e. pharmaceutical-type products and not food products.

 

 ○ According to import data, only 5% of imports were classified as food supplements. Imported food supplements therefore have a niche within a market that is dominated by vitamins and minerals in various forms.

 

 ○ This reliance on imported supplements has resulted in intense competition between imported and locally manufactured products, resulting in local companies looking for export opportunities.

 

 

3. Production trend of Health Supplements

 

 ○ Malaysia has a sizeable pharmaceutical industry that is involved in the production of health supplements and traditional medicines.

 

 ○ Today, there are 296 manufacturers in Malaysia licensed by the Drug Control Authority. Of these manufacturers, 87 are licensed to produce pharmaceuticals and another 148 manufacturers are licensed to produce traditional medicines and health supplements.

 

 ○ The industry can now produce almost 80% of the various categories in the Malaysian Essential Drugs List.

 

 ○ It seems that the local pharmaceutical companies dominate both the generic and OTC segments while imports are very important in the balance of the market.

 

 ○ Malaysians place higher trust in imported brands, particularly those from the Western countries. The larger Malaysian pharmaceutical manufacturers which are SMEs by global industry standards, that are active in the nutraceuticals and supplements market include the following companies:

  - Kotra Pharma, which manufactures prescribed and non-prescribed pharmaceutical products including health supplements. Its household brand, Appeton is also exported to 25 countries in Asia, Africa and the Middle East. Its products are halal certified;

  - Duopharma, which produces a wide range of pharmaceutical products, including health supplements. Its Chewies and Natberry brands of health supplements are also exported to countries such as Vietnam, Ethiopia, Sudan, South East Asia, Papua New Guinea, Pakistan, Bangladesh, Sri Lanka, Republic of Yemen, Singapore and Hong Kong;

  - Royce Pharma, which manufactures generic pharmaceutical products, including health supplements such as vitamins and minerals that are targeted at local hospitals and clinics;

  - Dynapharm, which is one of the largest producers of generic pharmaceutical products including health supplements and traditional medicines. It targets both the local and export markets, including Thailand, Singapore, Indonesia, Philippines, Uganda, Nigeria and Kenya, South Africa, Tanzania, USA and Kenya, It also provides OEM facilities and services to independent brand-owners;

  - SG Global, which is involved in the production and processing of herbal natural medicine, food supplements and health products, which are targeted at Chinese medical halls, including its Hai-O branded chain of stores. All of its brands are “Chinese language named” brands;

  - Sunward Pharmaceutical, which contract manufactures for other companies in the areas of generic, health supplements and OTC items;

  - Hovid, which is one of the leading generic drug manufacturing companies in Malaysia. Its products include nutritional health supplements(Betaton, Chewette, Allvite). Its products are marketed in more than 30 countries worldwide covering South East Asia, West Asia, Far East, Africa, Oceania, USA and Central America;

  - Scanlab, which focuses on contract manufacturing services to Asian and Western pharmaceutical companies. Its products include health supplements; and

  - YSP Industries, which is one of the leading pharmaceutical companies in Malaysia. Its health supplements are marketed under the Shine brand.

 

 ○ The industry is attempting to boost its exports as part of its future growth strategy, Trade sources comment that Malaysia’s exports of pharmaceutical products have received a boost since its admission as a member of the Pharmaceutical Inspection Convention and Pharmaceutical Inspection Cooperation/ Scheme(PIC/S) in 2002.

 

 ○ The Malaysian government also sees the potential of further development in the health supplement market, in view of the fact that Malaysia has the richest biodiversity of flora and fauna in the world. It is strongly believed that this natural resource base holds great promise for medical biotechnology industry development in future.

 

 ○ Numerous government incentives, such as research grants are being offered to local companies. This has encouraged a number of the major manufacturers to become further involved in this industry by partnering with global pharmaceutical research-based companies and investing in research and development activities.

 

 ○ According to government sources, a number of bioactive compound derived from indigenous plants are now being researched for the treatment of cancer, eczema, diabetes and hypertension.

 

 ○ Besides Malaysian companies, foreign pharmaceutical companies are also drawn to set up manufacturing base in Malaysia.

 

 ○ Among the foreign investors are US-based Trusgen LLP, which intends to invest up to US$280 million to set up a contract manufacturing facility in Nusajaya, Johor.

 

 ○ India’s Malladi Drugs & Pharmaceutical Ltd also plans to invest up to US$200 million over the next three to five years to build a global hub for the formulation and production of a drug substance – the Active Pharma Ingredient or API, in Malaysia.

 

 

4. Gelatin capsules

 

 ○ Gelatin is widely used in pharmaceutical industry for a wide range of purposes and is mainly used in the manufacture of hard and soft shell gelatin capsules.

 

 ○ According to most surveys, softgel capsules are the dosage form preferred by most customers to encase a predetermined dose of liquid or semi liquid fill. Almost all edible oil-based pharmaceutical extracts can be encapsulated in these soft shells, such as cod liver oil, evening primrose oil, vitamin E, etc.

 

 ○ In Malaysia, usually soft capsules are encapsulated in bovine, non-animal and fish gelatin. However, bovine gelatin is by large the widely used source of gelatin in soft capsule shells as it is more rigid and absorbs less moisture compared to non-animal gelatin or fish gelatin. This property provides good stability for bovine soft capsules in the highly humid Malaysian ambient condition.

 

 ○ However, the safety of bovine capsules also raises consumer concerns after the incident of Bovine Spongiform Encephalopathy(BSE) which is also commonly known as mad cow disease.

 

 ○ Halal or non-Halal is also a disturbing concern for some consumers.

 

 ○ In Malaysia, for the Muslims community, availability of Halal gelatin is a very sensitive issue to ensure the consumption of genuinely Halal quality products.

 

 ○ There is a local company who produces and distributes such edible and pharmaceutical grade Halal gelatin from bovine sources which meets international standards and specifications. It also strictly adheres to the Islamic procedures of handling and processing techniques in the production of Halal gelatin which has been certified by the Islamic Development Department of Malaysia(JAKIM).

 

 ○ The company, known as Halagel (M) Sdn Bhd is also the sole importer and distributor for Halal food and pharmaceutical grade gelatin and Halal empty hard gelatin capsules for Malaysia and South East Asia markets.

 

 ○ The details of the company is below:

 

Company name	Halagel (M) Sdn Bhd
Address	Lot A137, Jalan 2B, Kawasan Perusahaan MIEL Sungai Lalang, 08000 Sungai Petani, Kedah.
Contact No.	+604-448 1287/ 1288
Fax No.	+604-448 1286
Website	www.halagel.com
E mail	halagelmalaysia@halagel.com.my

 

 ○ There are also many non-animal based ingredients which have similar properties as animal gelatin and can be used for capsule shells. Some source is the carrageenan which comes from seaweed and is usually derived from red algae. Some called it vegicaps.

 

 ○ Carrageenan is a more expensive material though compared to bovine gelatin because of its limited availability.

 

 ○ Fish gelatin capsules can be considered as the most recent entry into the Malaysian market. Fish gelatin is derived largely from skin and bone of coldwater fish. The properties of a fish gelatin based soft capsule could closely resemble those from bovine gelatin though the odour of fish gelatin is usually stronger than bovine as capsules age.

 

 ○ Soft capsules made from fish gelatin are perceived as suitable for some classes of vegetarians(the semi-vegetarians and pescatarians) and also has no Halal issue. However, there is a main disadvantage of fish gelatin is that it is considered as one of the eight major allergens by some governing regulatory bodies. The United States Food and Drug Authority requires all food products containing fish proteins including fish gelatin to be declared on the labels, failing which the product is considered mislabeled.

 

 ○ Meanwhile, hard shell capsule has been known as a popular dosage for pharmaceuticals especially antibiotics and herbal formulation.

 

 ○ There is also another local producer called Nasmir Holdings which produces Nasmir Hard Gelatin Capsules is the first local company that produces halal gelatin capsule sheaths for the pharmaceutical industry. The company’s capsule sheaths use gelatin from the bones of cattle slaughtered according to Islamic law and guaranteed halal by the Islamic Development Department Malaysia(JAKIM).

 

 ○ At present, the company produces 10 million capsules a day for the local market, Indonesia, Bangladesh, Africa and some countries in West Asia. It is said that it will produce 40 million capsules per day for domestic and export markets when fully operational in 2013.

 

 ○ Below is the company information:

 

Company name	Nasmir Hard Gelatin Capsules Sdn Bhd
Address	Lot 5365, Lorong Jelawat 2, Seberang Jaya Light Industrial Park, 13700 Perai, Penang.
Contact No.	+604-397 2639/ 397 9369
Fax No.	+604-390 3639
Website	www.nasmircapsules.com.my
E mail	info@nasmircapsules.com.my