2010CH HK Vitamins and Dietary Supplements

Vitamins and Dietary Supplements in Hong Kong, China

Euromonitor International

July 2010

Vitamins and Dietary Supplements Hong Kong, China

Euromonitor International Page i

List of Contents and Tables

CONSUMER HEALTH IN HONG KONG, CHINA..................................................................................1

Executive Summary ................................................................................................................................................ 1

Economic Downturn Impacts Value Sales in 2009 ................................................................................................... 1

H1n1 Virus Drives Up Value Sales of Related Categories........................................................................................ 1

Multinationals Dominate Consumer Health ............................................................................................................. 1

Direct Sellers Observe Increasing Value Share........................................................................................................ 1

Ageing Population To Shape Growth Over Forecast Period .................................................................................... 1

Key Trends and Developments .............................................................................................................................. 1

Ageing Population Stimulates Growth and Drives Innovation ................................................................................. 1

Mainland China Offers Opportunities for Players in Hong Kong ............................................................................ 2

Herbal/traditional Products Receive Increasing Interest From Consumers ............................................................. 3

Direct Selling Continues To Grow Amidst the Economic Downturn ........................................................................ 3

Consumers Comfortable With Self-medication ......................................................................................................... 4

Market Indicators ................................................................................................................................................... 5

Table 1 Consumer Expenditure on Health Goods and Medical Services 2004-2009 ..................... 5

Table 2 Life Expectancy at Birth 2004-2009.................................................................................. 5

Market Data ............................................................................................................................................................ 5

Table 3 Sales of Consumer Health by Sector: Value 2004-2009.................................................... 5

Table 4 Sales of Consumer Health by Sector: % Value Growth 2004-2009 .................................. 6

Table 5 Consumer Health Company Shares by Value 2005-2009.................................................. 6

Table 6 Consumer Health Brand Shares by Value 2006-2009 .......................................................7

Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2004-2009...................... 8

Table 8 Sales of Consumer Health by Sector and Distribution Format: % Analysis 2009................................................................................................................................... 8

Table 9 Forecast Sales of Consumer Health by Sector: Value 2009-2014 ................................... 10

Table 10 Forecast Sales of Consumer Health by Sector: % Value Growth 2009-2014 .................. 10

Appendix................................................................................................................................................................ 11

OTC Registration and Classification ...................................................................................................................... 11

Vitamins & Dietary Supplements Registration and Classification.......................................................................... 12

Advertising.............................................................................................................................................................. 12

Self-medication/self-care and Preventative Medicine............................................................................................. 12

Switches .................................................................................................................................................................. 13

Definitions.............................................................................................................................................................. 13

Sector and Subsector Definitions ............................................................................................................................ 13

Summary 1 Research Sources............................................................................................................. 17

LOCAL COMPANY PROFILES - HONG KONG, CHINA....................................................................19

Fortune Pharmacal Co Ltd .................................................................................................................................. 19

Strategic Direction.................................................................................................................................................. 19

Key Facts ................................................................................................................................................................ 19

Summary 2 Fortune Pharmacal Co Ltd: Key Facts............................................................................. 19

Company Background............................................................................................................................................. 19

Production .............................................................................................................................................................. 19

Competitive Positioning.......................................................................................................................................... 19


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Summary 3 Fortune Pharmacal Co Ltd: Competitive Position 2009.................................................. 20

Hoe Hin Pak Fah Yeow Manufacturing Ltd....................................................................................................... 20


Key Facts ................................................................................................................................................................ 20

Summary 4 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Key Facts .................................................. 20

Summary 5 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Operational Indicators............................... 20


Production .............................................................................................................................................................. 21


Summary 6 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Competitive Position 2009........................ 21

Holistol International Ltd..................................................................................................................................... 21


Key Facts ................................................................................................................................................................ 22

Summary 7 Holistol International Ltd: Key Facts .............................................................................. 22


Production .............................................................................................................................................................. 22


Summary 8 Holistol International Ltd: Competitive Position 2009.................................................... 22

Nin Jiom Medicine Mfy (hong Kong) Ltd........................................................................................................... 23


Key Facts ................................................................................................................................................................ 23

Summary 9 Nin Jiom Medicine Mfy (Hong Kong) Ltd: Key Facts.................................................... 23


Production .............................................................................................................................................................. 23


Summary 10 Nin Jiom Medicine Mfy (Hong Kong) Ltd: Competitive Position 2009 ......................... 24

Wai Yuen Tong Medicine Holdings Ltd.............................................................................................................. 24


Key Facts ................................................................................................................................................................ 24

Summary 11 Wai Yuen Tong Medicine Holdings Ltd: Key Facts ....................................................... 24

Summary 12 Wai Yuen Tong Medicine Holdings Ltd: Operational Indicators.................................... 24


Production .............................................................................................................................................................. 25


Summary 13 Wai Yuen Tong Medicine Holdings Ltd: Competitive Position 2009 ............................. 26

VITAMINS AND DIETARY SUPPLEMENTS IN HONG KONG, CHINA .............................................27

Headlines ............................................................................................................................................................... 27

Trends .................................................................................................................................................................... 27

Vitamins .................................................................................................................................................................. 27

Dietary Supplements ............................................................................................................................................... 27

Competitive Landscape ........................................................................................................................................ 28

Prospects ................................................................................................................................................................ 28

Category Data ....................................................................................................................................................... 29

Table 11 Sales of Vitamins and Dietary Supplements by Subsector: Value 2004-2009................. 29

Table 12 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2004-2009........................................................................................................................ 30


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Table 13 Folic Acid v Other B Vitamins 2004-2009...................................................................... 31

Table 14 Dietary Supplements by Positioning 2006-2009 ............................................................. 31

Table 15 Vitamins and Dietary Supplements Company Shares by Value 2005-2009.................... 31

Table 16 Vitamins and Dietary Supplements Brand Shares by Value 2006-2009.......................... 32

Table 17 Vitamins Brand Shares by Value 2006-2009................................................................... 33

Table 18 Dietary Supplements Brand Shares by Value 2006-2009................................................ 34

Table 19 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2009-2014........................................................................................................................ 35

Table 20 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2009-2014........................................................................................................... 36

Summary 14 Dietary Supplements: Brand Ranking by Positioning 2009............................................. 36


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CONSUMER HEALTH IN HONG KONG, CHINA

EXECUTIVE SUMMARY Economic Downturn Impacts Value Sales in 2009 Overall value growth for consumer healthcare slowed in 2009 when compared to the previous year. This was largely due to the economic downturn that led to a reduction in consumers’ disposable incomes and discretionary spending. While consumers cut down on unnecessary spending, some trading down was also observed, particularly in vitamins and dietary supplements, where lingzhi, which tends to garner a high unit price, observed a decline in value growth when compared to 2008. H1n1 Virus Drives Up Value Sales of Related Categories Self-medication among Hong Kong’s residents is relatively high. Having experienced the SARS virus outbreak in 2003 and avian flu in 2005, consumers remained relatively calm when faced with the H1N1 virus in 2009. Instead of flocking to hospitals and clinics where risk of infection is high, consumers stocked up on cough, cold and allergy (hay fever) remedies, analgesics and vitamin C, products which generated relatively strong value growth in 2009. Multinationals Dominate Consumer Health International companies continued to account for the bulk of value sales in consumer healthcare in Hong Kong. Leading companies include USANA Hong Kong Ltd, Vita Green Health Products Co Ltd and Nu Skin Enterprises HK Inc. These companies benefit from years of expertise and financial clout devoted to research, enabling them to launch new products frequently to stimulate consumer purchase. Meanwhile, Fortune Pharmacal Co Ltd is the leading domestic player in Hong Kong. Direct Sellers Observe Increasing Value Share Chemists/pharmacies continued to be the key channel for consumer healthcare products in Hong Kong. However, direct sellers are rapidly gaining ground, the channel’s share increasing by more than eight percentage points since 1999. Good before- and after-sales service provided by sales representatives, informative websites and social marketing campaigns are some of the reasons contributing to the channel’s success. Presently, direct sellers are the strongest within slimming products, which leaves much room for growth over the forecast period. Ageing Population To Shape Growth Over Forecast Period A declining birth rate and an ageing population will help to shape the consumer healthcare market in Hong Kong over the forecast period. For instance, vitamins and dietary supplements is likely to post the best value growth as middle-aged consumers will become more particular about supplementing their diet to maintain their health. In terms of new launches, products positioned for maintaining good health, including those for joint and cardiovascular support, are projected to do exceptionally well. Further segmentation to target specific age groups and ailments is also anticipated. Additionally, mature celebrities are likely to be chosen to endorse various brands.

KEY TRENDS AND DEVELOPMENTS Ageing Population Stimulates Growth and Drives Innovation Hong Kong is edging towards becoming an ageing society. Based on data from the United Nations, the elderly consumer segment is projected to reach 2.69 million people by 2050, accounting for over 40% of the total population in Hong Kong. With a declining birth rate observed towards the end of the review period, coupled with an ageing population, demand for products catering for this group is on the rise. In addition, manufacturers



are focusing on this demographic change, introducing new products, backed up by significant marketing activity, to target this age group. Current Impact As consumers grow older they tend to pay greater attention to maintaining their health. This is serving to drive value growth of vitamins and dietary supplements, which put in a robust performance over the review period. Despite the poor economic climate since the third quarter of 2008, vitamins and dietary supplements continued to perform well in 2009. Additionally, the category has witnessed increasing segmentation, for example offering products for heart health and bone health, both of which are key concerns for middle-aged and elderly consumers. Herbal/traditional products are also seeing increasing popularity as these do not focus solely on curing ailments such as flu, but instead seek to improve general wellbeing. Outlook Over the forecast period vitamins and dietary supplements will continue to be one of the best performing categories in consumer health care in Hong Kong as ageing consumers will seek to supplement their diets and strengthen their bodies. Manufacturers are also expected to tailor marketing campaigns and new launches to this age group. Additionally, further segmentation is likely to be seen as manufacturers seek to maximise sales revenue. Future Impact Health and wellness trends stemming from the fresh and packaged foods industries at the end of the review period will give rise to a spillover effect into consumer health, supporting demand for herbal/traditional products. As such, competition between leading herbal/traditional companies such as Cerebos (Hong Kong) Ltd and Eu Yan Sang (Hong Kong) Ltd will be intense. To engender customer loyalty, quality assurance will be of utmost importance and manufacturers are anticipated to introduce new quality assurance measures over the short term. Meanwhile, a potential threat deterring the development of the trend will be competition from prescription medicines or healthcare products purchased through hospitals, which are not covered within the scope of this report. To overcome this, manufacturers are expected to launch educational campaigns promoting consumer self-medication. Mainland China Offers Opportunities for Players in Hong Kong In terms of economic benefits, the rise of mainland China over the review period brought an increasing number of opportunities to Hong Kong. International foodservice players, for instance, view Hong Kong as an essential stepping stone to entering mainland China, and choose to set up outlets in the former to assess market viability. Since 2003, the Hong Kong and mainland Chinese government has been bound under CEPA (Closer Economic Partnership Agreement) to offer registered businesses in Hong Kong benefits such as zero tariffs when entering mainland China. In 2008, this agreement was extended to aid businesses within consumer health. Current Impact ‘Made in Hong Kong’ products are highly regarded by mainland Chinese consumers as they are perceived to be of a high quality. This has encouraged more multinationals to set up bases in Hong Kong for manufacturing and production. Additionally, companies are increasingly targeting mainland Chinese tourists, which account for the highest share of overall tourist arrivals in Hong Kong year-on-year. By setting up shop in Hong Kong first before entering mainland China, companies tend to be in a better position to build a strong brand image among mainland Chinese consumers who will take with them a good impression when they return home.



Outlook Based on data provided by the Department of Statistics, an estimated US$250 million was generated by consumer healthcare players in Hong Kong which benefited from the revised CEPA agreement. This is expected to rise even higher over the forecast period. However, this will better benefit multinational players than domestic players which will lose out in terms of smaller financial budgets as registration procedures in mainland China tend to be more complicated and costly. Future Impact Hong Kong’s stable economic climate, sound government policies and low business taxation will continue to woo multinationals to expand and develop their businesses in Hong Kong. Meanwhile, domestic players are projected to concentrate on expanding their presence at prime tourist locations in Hong Kong to target mainland Chinese tourists. Furthermore, with zero VAT, mainland Chinese tourists will continue to purchase consumer healthcare products in Hong Kong. Herbal/traditional Products Receive Increasing Interest From Consumers Older consumers were previously the main users of herbal/traditional products. However, this consumer base has since expanded to include younger consumers following the brand revitalisation strategies of manufacturers. Nin Jiom Medicine Mfy (Hong Kong) Ltd’s television commercials towards the end of the review period, for example, took a comedic direction to target younger consumers - featuring office workers physically vibrating to emulate how one’s voice box tends to vibrate when speaking. Current Impact Herbal/traditional products achieved current value growth of 6% in 2009. According to the Census Bureau, the number of Traditional Chinese Medicine practitioners rose by 5% between 2005 and 2007. This suggests that more consumers are opting for Traditional Chinese Medicine (TCM) over Western medicine and now have greater knowledge about herbal products. Additionally, leading traditional/herbal product companies, such as Haw Par Healthcare (Tiger Balm) and Nin Jiom Medicine (Nin Jiom Pei Pa Koa), have branched out from their original core products to launch numerous new product developments. For instance, Tiger Balm, traditionally a topical analgesic, came up with a pain patch, while Nin Jiom Pei Pa Kao, traditionally a cough remedy, extended into medicated confectionery for coughs. Outlook Herbal/traditional products are anticipated to see good growth over the forecast period. The Hong Kong SAR government is also likely to offer more initiatives and grants for the development of this category. Domestic companies with a long established history in Hong Kong, including Wai Yuen Tong Medicine Holdings Ltd, is predicted to benefit from heightened consumer interest in herbal/traditional products and experience strong growth over the long term. Future Impact There is likely to be a surge of new brand entrants in Hong Kong, particularly from Taiwan and mainland China, over the forecast period. This may give rise to products with ambiguous or false claims regarding their herbal content. As such, the Consumer Council is expected to introduce new initiatives and tighter legislation to safeguard the interests of consumers. Meanwhile, manufacturers are expected to focus on establishing quality assurance measures in order to build up consumer confidence and engender brand loyalty. Direct Selling Continues To Grow Amidst the Economic Downturn Due to the economic downturn, disposable incomes fell and unemployment rose in 2009. This led to an expansion of the direct selling workforce, which helped drive up the value share of direct selling in consumer health in Hong Kong.



Current Impact The value share of the direct selling channel reached 27% in 2009, up nearly one percentage point on the previous year. More impressively, the channel’s sales rose by more than 44% between 1999 and 2009. The success of direct sellers can be explained by their good before- and after-sales service that offers consumers advice and reassurance on the benefits of the products. Additionally, leading players have also invested in social marketing events to build up their brand images. One example is Amway Hong Kong Ltd’s ‘Amway Smiley Children – Mental Enhancement Project’ which helps children to cope with school and family pressures. The success of direct sellers drove up overall unit price in categories such as slimming products and vitamins and dietary supplements over the review period. Direct selling goods are generally premium products which are priced higher than standard products available at store-based outlets. Outlook The share of direct selling will continue to grow over the forecast period, although the channel is anticipated to face an increasing threat from other healthcare specialist retailers that primarily focus on selling products in one or more categories, such as nutritionals and/or medical goods. One example is GNC (Dairy Farm International Holdings Ltd) that not only offers its own private label products but is also well supported by in-store sales promoters. Moreover, there has been a rise in number of negative press reports concerning multi-level marketing which may shake consumer trust and drive them towards store-based retailers. Future Impact Direct selling will continue to experience the most success within slimming products and child-specific dietary supplements over the forecast period. This is because products in these categories tend to invite more controversy and require greater persuasion from a sales representative to drive purchase. Meanwhile, as the economy improves and more jobs become available, direct selling representatives who joined during the recession may leave, simultaneously making it difficult for direct selling companies to retain customer loyalty. Consumers Comfortable With Self-medication Drawing experience from the SARS virus in 2003 and the H1N1 virus in 2009, consumers in Hong Kong are familiar and comfortable with self-medicating. Current Impact Overall value growth in consumer health in 2009 was weaker than in 2008. This was mainly due to the economic downturn, which forced consumers to tighten their belts and reduce unnecessary purchases. However, cough, cold and allergy (hay fever) remedies maintained its value growth rate from 2008. This suggests that consumers were comfortable self-medicating despite numerous reports in the press magnifying the effects of the H1N1 virus. Nonetheless, while consumers were generally comfortable self-medicating, they were more wary about purchasing over-the-counter products for their children. Moreover, numerous reports highlighting how a wrong dosage could have serious consequences for a child resulted in an underdeveloped child-specific consumer health segment in Hong Kong. Outlook Self-medication will continue to be strong over the forecast period and consumers will continue to purchase over-the-counter products for the treatment of common ailments such as digestive problems and itchy eyes. As consumers become more independent in purchasing healthcare products, sales via the internet will also rise as consumers rely on on-line research and forums to source popular products from overseas.



Future Impact With an ageing population, the potential value sales from self-medication may fall as elderly consumers are likely to visit the doctor more frequently and purchase products directly from clinics and hospitals, which are not covered within the scope of this report. Nonetheless, to get around this, companies can consider inviting popular doctors to endorse their products, or give out free product trials in these channels to raise awareness and build up brand image.

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services 2004-2009

HK$ million 2004 2005 2006 2007 2008 2009 Pharmaceuticals, 6,231.3 6,569.5 7,355.8 8,458.5 9,019.6 9,128.5 medical appliances/ equipment Outpatient services 17,034.5 17,744.6 19,642.3 22,273.1 23,449.4 23,403.5 Hospital services 10,188.6 10,481.3 11,536.7 13,193.0 13,947.5 13,972.2 Total 33,454.3 34,795.4 38,534.7 43,924.5 46,416.5 46,504.3 Source: Official statistics, Euromonitor International

Table 2 Life Expectancy at Birth 2004-2009

years 2004 2005 2006 2007 2008 2009 Males 79.0 78.8 79.4 79.4 79.3 79.4 Females 84.7 84.5 85.5 85.5 85.5 85.6 Source: Official statistics

MARKET DATA

Table 3 Sales of Consumer Health by Sector: Value 2004-2009

HK$ million 2004 2005 2006 2007 2008 2009 Adult Mouth Care 14.6 14.8 15.2 15.7 15.6 15.8 Analgesics 258.8 269.7 282.6 296.7 310.8 324.3 Calming and Sleeping 7.6 7.8 8.0 8.1 8.2 8.3 Cough, Cold and Allergy 449.6 459.4 473.6 499.6 520.5 542.4 (Hay Fever) Remedies Digestive Remedies 156.6 154.6 158.9 166.8 171.2 176.2 Ear Care 1.1 1.1 1.2 1.2 1.2 1.2 Emergency Contraception - - - - - - Eye Care 12.7 13.0 13.3 13.7 14.2 14.6 Herbal/Traditional 1,312.1 1,399.6 1,493.9 1,621.2 1,751.7 1,859.9 Products Medicated Skin Care 99.0 100.6 105.2 110.1 115.0 120.9 NRT Smoking Cessation 10.6 10.7 11.1 11.5 12.0 12.5 Aids OTC Obesity - - - - - - OTC Statins - - - - - - OTC Triptans - - - - - - Slimming Products 296.0 285.3 248.9 256.9 262.2 271.3



Sports Nutrition - - - - - - Vitamins and Dietary 1,977.5 2,094.9 2,230.5 2,447.0 2,634.5 2,800.1 Supplements Wound Treatments 14.0 14.1 14.3 14.5 14.8 14.9 Allergy Care 31.3 31.9 32.9 34.3 35.4 36.6 Child-Specific Consumer 97.7 101.6 107.2 116.6 122.3 125.3 Health Consumer Health 3,299.1 3,426.9 3,563.7 3,842.7 4,081.2 4,303.4 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,

Euromonitor International estimates Note: Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy

care as well as cough, cold and allergy remedies, medicated skin care and eye care.

Table 4 Sales of Consumer Health by Sector: % Value Growth 2004-2009

% current value growth 2008/09 2004-09 CAGR 2004/09 TOTAL Adult Mouth Care 1.0 1.6 8.2 Analgesics 4.3 4.6 25.3 Calming and Sleeping 1.0 1.7 9.0 Cough, Cold and Allergy (Hay Fever) 4.2 3.8 20.6 Remedies Digestive Remedies 2.9 2.4 12.5 Ear Care 1.0 1.4 7.1 Emergency Contraception - - - Eye Care 3.1 2.9 15.2 Herbal/Traditional Products 6.2 7.2 41.7 Medicated Skin Care 5.1 4.1 22.0 NRT Smoking Cessation Aids 3.7 3.2 17.1 OTC Obesity - - - OTC Statins - - - OTC Triptans - - - Slimming Products 3.5 -1.7 -8.3 Sports Nutrition - - - Vitamins and Dietary Supplements 6.3 7.2 41.6 Wound Treatments 0.5 1.3 6.7 Allergy Care 3.5 3.2 17.0 Child-Specific Consumer Health 2.4 5.1 28.2 Consumer Health 5.4 5.5 30.4 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,

Euromonitor International estimates Note: Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy


Table 5 Consumer Health Company Shares by Value 2005-2009

% retail value rsp Company 2005 2006 2007 2008 2009 USANA Hong Kong Ltd 3.0 3.9 6.1 8.4 10.7 Vita Green Health 6.9 7.2 7.3 7.3 7.2 Products Co Ltd Nu Skin Enterprises HK 8.1 8.3 7.6 7.3 6.8 Inc GlaxoSmithKline HK Ltd 5.9 6.0 5.9 5.8 5.8 Amway Hong Kong Ltd 4.7 5.4 5.7 5.7 5.6 General Nutrition 2.8 3.3 3.9 4.2 4.3 Centers Inc Cerebos (Hong Kong) Ltd 4.5 4.3 4.0 3.8 3.7 Eu Yan Sang (Hong Kong) 3.7 3.8 3.6 3.5 3.4 Ltd Herbalife International 6.0 3.8 3.5 3.1 3.1



of Hong Kong Ltd Pfizer Corp Hong Kong Ltd 1.6 - - - 2.6 Bayer Healthcare Co Ltd 3.1 3.1 2.8 2.7 2.5 Johnson & Johnson 0.8 2.4 2.3 2.2 2.1 Consumer (Hong Kong) Ltd Fortune Pharmacal Co Ltd 2.2 2.2 2.1 2.1 2.0 Kawai Pharmaceutical Co 1.4 1.4 1.5 1.5 1.4 Ltd Nin Jiom Medicine Mfy 1.4 1.4 1.4 1.4 1.3 (Hong Kong) Ltd Reckitt Benckiser Hong 0.4 1.3 1.2 1.2 1.1 Kong Ltd Jamieson Laboratories 1.1 1.2 1.2 1.1 1.1 Ricola AG 1.0 1.0 1.0 1.1 1.0 Advance Pharmaceutical 1.1 1.1 1.0 1.0 1.0 Co Ltd Novartis 1.1 1.2 1.1 1.0 1.0 Pharmaceuticals (HK) Ltd Santé Naturelle AG Ltd - 0.5 0.8 0.9 1.0 Holistol International 0.9 1.0 1.0 1.0 1.0 Ltd Shigaken Pharmaceutical 1.0 0.9 0.9 0.9 0.8 Ind Co AstraZeneca Hong Kong Ltd 0.7 0.7 0.7 0.7 0.7 Wai Yuen Tong Medicine 0.7 0.7 0.7 0.7 0.7 Holdings Ltd Lofthouse of Fleetwood 0.6 0.6 0.6 0.6 0.7 Ltd Haw Par Healthcare Ltd 0.5 0.5 0.6 0.6 0.6 Green Science 0.4 0.4 0.5 0.4 0.5 International Ltd Aventis Pharma (Hong 0.5 0.5 0.5 0.5 0.4 Kong) Ltd RAKU Community Ltd 0.4 0.4 0.4 0.4 0.4 Wyeth (HK) Ltd 3.2 3.1 2.9 2.7 - Leiner Health Products 0.8 0.5 0.2 - - Inc Boots Co Plc, The 0.8 - - - - Others 28.9 28.1 27.1 26.2 25.5 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 Consumer Health Brand Shares by Value 2006-2009

% retail value rsp Brand Company 2006 2007 2008 2009 USANA USANA Hong Kong Ltd 3.9 6.1 8.4 10.7 Doctor's Choice Vita Green Health 5.6 5.7 5.8 5.8 Products Co Ltd Nutrilite Amway Hong Kong Ltd 5.4 5.7 5.7 5.6 GNC General Nutrition 3.3 3.9 4.2 4.3 Centers Inc Pharmanex Nu Skin Enterprises HK Inc 5.1 4.7 4.4 4.2 Brand's Cerebos (Hong Kong) Ltd 4.3 4.0 3.8 3.7 Panadol GlaxoSmithKline HK Ltd 3.5 3.5 3.5 3.5 Eu Yan Sang Eu Yan Sang (Hong Kong) 3.8 3.6 3.5 3.4 Ltd Herbalife Herbalife International 3.8 3.5 3.1 3.1 of Hong Kong Ltd Lifepak Nu Skin Enterprises HK Inc 3.1 2.9 2.7 2.6 Coltalin Fortune Pharmacal Co Ltd 1.5 1.5 1.5 1.4 Kawai Kawai Pharmaceutical Co 1.4 1.5 1.5 1.4 Ltd



Vita Green Vita Green Health 1.5 1.5 1.4 1.4 Products Co Ltd Nin Jiom Nin Jiom Medicine Mfy 1.4 1.4 1.4 1.3 (Hong Kong) Ltd Nature's Way Bayer Healthcare Co Ltd 1.6 1.4 1.4 1.2 Jamieson Natural Jamieson Laboratories 1.2 1.2 1.1 1.1 Sources Ricola Ricola AG 1.0 1.0 1.1 1.0 Centrum Pfizer Corp Hong Kong Ltd - - - 1.0 AG Santé Naturelle AG Ltd 0.5 0.8 0.9 1.0 2036 Holistol International Ltd 1.0 1.0 1.0 1.0 Neosed Advance Pharmaceutical 0.9 0.9 0.9 0.9 Co Ltd Redoxon Bayer Healthcare Co Ltd 0.8 0.8 0.8 0.8 Weisen-U Shigaken Pharmaceutical 0.9 0.9 0.8 0.8 Ind Co Losec AstraZeneca Hong Kong Ltd 0.7 0.7 0.7 0.7 Wai Yuen Tong Wai Yuen Tong Medicine 0.7 0.7 0.7 0.7 Holdings Ltd Fisherman's Friend Lofthouse of Fleetwood Ltd 0.6 0.6 0.6 0.7 Strepsils Reckitt Benckiser Hong 0.6 0.6 0.6 0.6 Kong Ltd Cortal GlaxoSmithKline HK Ltd 0.5 0.5 0.5 0.5 Nutri-Green Green Science 0.4 0.5 0.4 0.5 International Ltd Tiger Balm Haw Par Healthcare Ltd 0.4 0.4 0.4 0.4 Centrum Wyeth (HK) Ltd 1.4 1.3 1.3 - Caltrate Wyeth (HK) Ltd 0.7 0.7 0.7 - Robitussin Wyeth (HK) Ltd 0.7 0.6 0.6 - Your Life Leiner Health Products Inc 0.5 0.2 - - Others 37.3 35.8 34.5 34.9 Total 100.0 100.0 100.0 100.0 Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor International estimates

Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2004-2009

% retail value rsp 2004 2005 2006 2007 2008 2009 Store-Based Retailing 75.4 74.3 74.3 73.0 72.3 71.4 Grocery Retailers 4.8 4.6 4.6 4.5 4.3 4.2 Non-Grocery Retailers 70.6 69.7 69.7 68.5 67.9 67.2 Chemists/Pharmacies 39.8 38.0 37.2 36.9 36.5 36.4 Parapharmacies/Drugstores 25.1 25.5 25.7 26.2 26.1 26.2 Healthfood shops 1.2 1.2 1.3 1.3 1.6 1.8 Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0 Other Non-Grocery 4.5 5.0 5.5 4.2 3.8 2.7 Retailers Non-Store Retailing 24.6 25.7 25.7 27.0 27.7 28.6 Vending 0.0 0.0 0.0 0.0 0.0 0.0 Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0 Internet Retailing 1.5 1.6 1.6 1.5 1.5 1.5 Direct Selling 23.2 24.1 24.1 25.5 26.2 27.1 Total 100.0 100.0 100.0 100.0 100.0 100.0 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,

Euromonitor International estimates

Table 8 Sales of Consumer Health by Sector and Distribution Format: % Analysis 2009

% retail value rsp AMC A CSP CCA DR EAC



Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0 Grocery Retailers 12.5 8.0 4.0 14.5 2.8 5.0 Non-Grocery Retailers 87.5 92.0 96.0 85.5 97.2 95.0 Chemists/Pharmacies 42.5 41.5 44.5 34.5 54.4 46.0 Parapharmacies/Drugstores 45.0 50.5 51.5 51.0 42.8 49.0 Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0 Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0 Other Non-Grocery 0.0 0.0 0.0 0.0 0.0 0.0 Retailers Non-Store Retailing 0.0 0.0 0.0 0.0 0.0 0.0 Vending 0.0 0.0 0.0 0.0 0.0 0.0 Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0 Internet Retailing 0.0 0.0 0.0 0.0 0.0 0.0 Direct Selling 0.0 0.0 0.0 0.0 0.0 0.0 Total 100.0 100.0 100.0 100.0 100.0 100.0 EMC EC HTP MSC SCA OO Store-Based Retailing 0.0 100.0 66.2 100.0 100.0 0.0 Grocery Retailers 0.0 4.8 3.3 8.4 0.0 0.0 Non-Grocery Retailers 0.0 95.2 62.8 91.6 100.0 0.0 Chemists/Pharmacies 0.0 39.8 35.3 54.0 71.5 0.0 Parapharmacies/Drugstores 0.0 50.4 22.0 35.5 28.5 0.0 Healthfood shops 0.0 0.0 2.4 0.0 0.0 0.0 Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0 Other Non-Grocery 0.0 5.0 3.1 2.1 0.0 0.0 Retailers Non-Store Retailing 0.0 0.0 33.8 0.0 0.0 0.0 Vending 0.0 0.0 0.0 0.0 0.0 0.0 Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0 Internet Retailing 0.0 0.0 2.0 0.0 0.0 0.0 Direct Selling 0.0 0.0 31.8 0.0 0.0 0.0 Total 0.0 100.0 100.0 100.0 100.0 0.0 OS OT SP SN VD WT Store-Based Retailing 0.0 0.0 54.8 0.0 60.4 100.0 Grocery Retailers 0.0 0.0 2.2 0.0 1.8 14.5 Non-Grocery Retailers 0.0 0.0 52.6 0.0 58.6 85.5 Chemists/Pharmacies 0.0 0.0 26.8 0.0 35.0 40.5 Parapharmacies/Drugstores 0.0 0.0 21.0 0.0 17.2 43.0 Healthfood shops 0.0 0.0 0.0 0.0 2.8 0.0 Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0 Other Non-Grocery 0.0 0.0 4.8 0.0 3.6 2.0 Retailers Non-Store Retailing 0.0 0.0 45.2 0.0 39.6 0.0 Vending 0.0 0.0 0.0 0.0 0.0 0.0 Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0 Internet Retailing 0.0 0.0 0.0 0.0 2.3 0.0 Direct Selling 0.0 0.0 45.2 0.0 37.3 0.0 Total 0.0 0.0 100.0 0.0 100.0 100.0 AC CSO Store-Based Retailing 100.0 66.3 Grocery Retailers 12.9 3.1 Non-Grocery Retailers 87.1 63.2 Chemists/Pharmacies 39.2 35.7 Parapharmacies/Drugstores 47.3 22.0 Healthfood shops 0.0 2.4 Mass Merchandisers 0.0 0.0 Other Non-Grocery 0.6 3.1 Retailers Non-Store Retailing 0.0 33.7 Vending 0.0 0.0 Homeshopping 0.0 0.0



Internet Retailing 0.0 2.0 Direct Selling 0.0 31.8 Total 100.0 100.0 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,

Euromonitor International estimates Key: AMC = Adult Mouth Care; A = Analgesics; CSP = Calming and Sleeping Products; CCA = Cough, Cold and

Allergy Remedies; DR = Digestive Remedies; EAC = Ear Care; EMC = Emergency Contraception; EC = Eye Care; HTP = Herbal/Traditional Products; MSC = Medicated Skin Care; SCA = NRT Smoking Cessation Aids; OO = OTC Obesity; OS = OTC Statins; OT = OTC Triptans; SP = Slimming Products; SN = Sports Nutrition; VD = Vitamins and Dietary Supplements; WT = Wound Treatments; AC = Allergy Care; CSO = Child-specirfic OTC

Table 9 Forecast Sales of Consumer Health by Sector: Value 2009-2014

HK$ million 2009 2010 2011 2012 2013 2014 Adult Mouth Care 15.8 15.8 15.9 15.9 16.0 16.0 Analgesics 324.3 330.2 335.3 339.8 343.7 347.0 Calming and Sleeping 8.3 8.3 8.3 8.2 8.1 8.0 Cough, Cold and Allergy 542.4 552.9 559.1 562.5 562.4 559.1 (Hay Fever) Remedies Digestive Remedies 176.2 177.4 178.4 179.3 179.8 180.1 Ear Care 1.2 1.2 1.2 1.2 1.2 1.2 Emergency Contraception - - - - - - Eye Care 14.6 14.7 14.7 14.8 14.9 15.0 Herbal/Traditional 1,859.9 1,921.3 1,968.1 2,003.1 2,024.0 2,039.0 Products Medicated Skin Care 120.9 124.4 127.5 129.0 129.9 130.0 NRT Smoking Cessation 12.5 12.7 12.9 13.0 13.0 13.0 Aids OTC Obesity - - - - - - OTC Statins - - - - - - OTC Triptans - - - - - - Slimming Products 271.3 276.4 281.0 285.2 288.9 292.2 Sports Nutrition - - - - - - Vitamins and Dietary 2,800.1 2,904.2 2,973.5 3,024.3 3,058.2 3,073.4 Supplements Wound Treatments 14.9 14.9 14.8 14.8 14.7 14.6 Allergy Care 36.6 37.5 38.1 38.5 38.7 38.7 Child-Specific Consumer 125.3 127.3 129.2 131.0 132.6 134.0 Health Consumer Health 4,303.4 4,434.1 4,523.6 4,589.0 4,631.7 4,650.6 Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews, Euromonitor

International estimates Note: Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy


Table 10 Forecast Sales of Consumer Health by Sector: % Value Growth 2009-2014

% constant value growth 2009-14 CAGR 2009/14 TOTAL Adult Mouth Care 0.3 1.5 Analgesics 1.4 7.0 Calming and Sleeping -0.8 -4.1 Cough, Cold and Allergy (Hay Fever) Remedies 0.6 3.1 Digestive Remedies 0.4 2.2 Ear Care 0.5 2.4 Emergency Contraception - - Eye Care 0.4 2.2 Herbal/Traditional Products 1.9 9.6 Medicated Skin Care 1.5 7.6 NRT Smoking Cessation Aids 0.8 4.2



OTC Obesity - - OTC Statins - - OTC Triptans - - Slimming Products 1.5 7.7 Sports Nutrition - - Vitamins and Dietary Supplements 1.9 9.8 Wound Treatments -0.5 -2.4 Allergy Care 1.1 5.8 Child-Specific Consumer Health 1.4 7.0 Consumer Health 1.6 8.1 Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews, Euromonitor

International estimates Note: Sum of sectors is greater than the market size because the four allergy care subsectors are included in allergy


APPENDIX OTC Registration and Classification Under Hong Kong law, medicines are classified into three main categories, according to the severity of the diseases they are intended to treat and the magnitude of the side effects they may cause:

• Medicines in Category 1 must be dispensed and sold on a doctor’s prescription in registered dispensaries under the direct supervision of a registered pharmacist;

• Medicines in Category 2 do not require a doctor’s prescription but have to be sold in registered dispensaries under the direction and supervision of a registered pharmacist. According to the Pharmacy and Poisons Ordinance, medicines in Categories 1 and 2 must be labelled with the word ‘poison’;

• Medicines in Category 3 can be sold in dispensaries or drugstores without a resident pharmacist. Medicine-related laws in Hong Kong include the Pharmacy and Poisons Ordinance, the Dangerous Drugs Ordinance and their subsidiary legislation. OTC drugs are Category 3 medicines. According to the laws of Hong Kong, medicines to be applied on human or animal bodies for diagnosis, treatment, relief or prevention of disease must be registered with the Pharmacy and Poisons Board (PPB) prior to their sale in the market. The persons responsible for making such applications include:

• Local manufacturers, if the medicines are manufactured in Hong Kong

• Importers, if the medicines are manufactured outside Hong Kong Pharmaceutical products are required to conform to standards of safety, efficacy and quality before they can obtain registration. The applicant has to provide a set of information including production formula, product specification, laboratory report and manufacturer licence in the application for registration to gain approval by the PPB. Upon registration, the medicine will be given a PPB registration number, which is required to be printed on the medicine label. Apart from the registration number, the label should also bear the following general information:

• Name of product

• Name and quantity of active ingredients

• Name of manufacturer



• Batch number

• Expiry date

• Method of storage, if there are special requirements

• Method of use, dosage and dosing intervals, if the medicine is sold over the counter The Undesirable Medical Advertisements Ordinance (UMAO) (Cap 231) prohibits the advertising of medicines, surgical appliances or treatments for the prevention or treatment of certain diseases or conditions in human beings as specified in Schedules 1 and 2 of the Ordinance, in order to prevent the adverse effects of improper self-medication by members of the public. Under Schedule 1, there are 14 diseases or conditions specified in column 1 in respect of which advertisements are prohibited or restricted, except for the purpose (if any) specified in column 2. Under Schedule 2, there are three purposes which are prohibited. In addition, advertisements relating to abortion are also prohibited. Vitamins & Dietary Supplements Registration and Classification In general, products that make medicinal claims are considered to be pharmaceutical products and are required to be registered, such as vitamin capsules. These pharmaceutical products must be registered with the Pharmacy and Poisons Board under the Pharmacy and Poisons Ordinance Cap 138. These products have to be registered so as to ensure their safety, quality and efficacy. The products should also be labelled with particulars such as their ingredients, dosage and the means of consumption. Products within vitamins and dietary supplements are subject to registration controls in Hong Kong. Depending on the exact nature, composition and medical claims of the product, some products are exempt from registration. In general, products within vitamins and dietary supplements are regarded as pharmaceutical products if they are used, with regard to human beings, for the diagnosis, treatment, mitigation, alleviation or prevention of disease or its symptoms; or the diagnosis, treatment, mitigation or alleviation of any abnormal physical or physiological state or its symptoms; or the alteration, modification, correction or restoration of any organic function. Advertising The Undesirable Medical Advertisements Ordinance prohibits the publication of any advertisement prompting the use of any medicine or surgical appliance for the purpose of treatment or prevention of major diseases, such as malignant tumours, venereal disease, heart disease and genitourinary disease. The ordinance also prohibits the advertising of any medicine, surgical appliance or treatment for the purpose of delaying menstruation, promoting sexual virility or correcting deformity. Under the ordinance, the term ‘advertisement’ includes print, television and verbal announcements and also refers to any claims made on or inside the product packaging. The term ‘medicine’ includes patented medicine, proprietary Chinese medicine, in particular Chinese herbal medicine, and purported natural remedies. If a name appears in the advertisement, it should be the name of the manufacturer or the supplier of the medicine or surgical appliance. Self-medication/self-care and Preventative Medicine Since the outbreak of SARS in 2003 and the avian influenza pandemic in 2005, Hong Kong’s people have become more health-conscious. Consumers have improved their medical knowledge and learnt about medicines through various media. The promotional efforts of Hong Kong’s government, medical authorities and manufacturers on the importance of health and the prevention of disease have had a noticeable effect on consumers. The expansion of chemist/pharmacy counters in retailers, along with the assistance of pharmacists, has boosted self-medication. With a longstanding presence and reputation, herbal/traditional products are benefiting from the self-medication trend. Consumers also took more preventative action by consuming products such as vitamins and dietary supplements as part of their daily diet in order to maintain their health, as prevention is better than cure.



Switches There were no switches in 2009.

DEFINITIONS This report analyses the market for Consumer Health in Hong Kong, China in 2004-2009. For the purposes of the study, the market has been defined as follows:

• Analgesics

• Cough, cold and allergy (hay fever) remedies

• Digestive remedies

• Medicated skin care

• Vitamins and dietary supplements

• NRT smoking cessation aids

• Eye care

• Wound treatments

• Ear care

• Adult mouth care

• Calming and sleeping products

• Emergency contraception

• OTC statins

• OTC obesity

• OTC triptans

• Slimming products

• Sports nutrition

• Herbal/traditional products This market is measured in terms of retail sales. The following product types are excluded from Euromonitor’s definition of Consumer Health: prescription-generated sales of non-prescription bound medicines, or prescription generated sales of semi-ethical products; loose, unpackaged and unprocessed remedies such as roots, barks or herbs; sales through hospitals (institutional sales); cosmetic skin care products; and homoeopathic remedies. Sector and Subsector Definitions Analgesics The analgesics sector covers pain-relief medications. The subsector breakdown is as follows:

• Aspirin

• Acetaminophen

• Ibuprofen

• Combination products

• Dipyrone



• Ketoprofen

• Naproxen

• Diclofenac

• Child Specific Analgesics

• Topical analgesics/anaesthetic Cough, cold and allergy (hay fever) remedies The cough, cold and allergy (hay fever) remedies sector covers products used to alleviate cough, cold and allergy/hay fever symptoms. The subsector breakdown is as follows:

• Decongestants

• Cough remedies

• Combination products

• Pharyngeal preparations (sore throat remedies)

• Medicated confectionery

• Antihistamines/allergy remedies (systemic)

• Child-specific cough, cold & allergy remedies Digestive remedies The digestive remedies sector covers products used to treat stomach, oesophageal, or intestinal complaints. The subsector breakdown is as follows:

• Indigestion and heartburn remedies • antacids • antiflatulents • digestive enzymes • H2 blockers • proton pump inhibitors

• laxatives,

• diarrhoeal remedies,

• motion sickness remedies,

• IBS treatments,

• Child-specific indigestion and heartburn remedies Medicated skin care The medicated skin care sector covers products used to treat serious skin conditions and contain active pharmaceutical ingredients. Skin care products that do not contain active pharmaceutical ingredients are included in the Beauty and personal care system. The subsector breakdown is as follows:

• Hair loss treatments

• Topical antifungals (formerly fungicides)

• Vaginal antifungals

• Medicated shampoos

• Acne treatments

• Antipruritics



• Topical germicidals/antiseptics

• Topical allergy remedies/ antihistamines

• Antiparasitics/lice (head and body) treatments:

• Cold Sore treatments

• Haemorrhoid/Hemorrhoid treatments

• Child-specific medicated skin care

• Nappy/diaper rash treatments NRT smoking cessation aids These products contain nicotine to help patients overcome the withdrawal symptoms associated with quitting. The subsector breakdown is as follows:

• Nicotine replacement therapy patches

• Nicotine replacement gum

• Lozenges

• Inhalators/inhalers

• Other NRT Eye care This category includes: artificial tears, eye ointments and eye washes, as well as eye drops used to treat eye allergies. The subsector breakdown is as follows:

• Standard eye care

• Allergy eye care

• Antibiotic eye care Ear care This sector includes drops or ointments used to treat tinnitus (ear ringing, buzzing, or hissing), to clean the ear, to reduce inflammations (anti-inflammatories), to treat infections, and to soften ear wax. Adult mouth care These products treat mouth ulcers, canker sores, and inflammations. This sector does include oral analgesics - namely painkillers specifically for the alleviation of pain in the mouth. Calming and sleeping products This sector includes sedatives (calming or soothing agents) both analgesic (includes a pain reliever) and non-analgesic (does not include a pain reliever), as well as herbal sleeping remedies. Wound treatments This sector contains products used to cover, seal, or close small wounds. The subsectors are sticking plasters and other wound treatments. OTC Obesity This sector includes products with active pharmaceutical ingredients that reduce body fat. Herbal and dietary supplements are excluded. See the slimming products sector for other types of weight reduction products.



Emergency contraception This sector contains pill or capsule products with an active pharmaceutical ingredient used to prevent pregnancy after unprotected sexual intercourse. OTC Statins This sector includes only the statin-version of drugs that lower cholesterol or lipids. OTC Triptans This sector contains only the triptan family of drugs used to treat migraines and cluster headaches. Vitamins and dietary supplements Vitamins and dietary supplements are products used to provide additional nutrients or non-standard healing treatments. The subsectors are vitamins, dietary supplements, tonics and bottled nutritive drinks and child-specific vitamins and dietary supplements . The vitamins subsector contains the two additional subcategories: multivitamins and single vitamins. The dietary supplements subsector has been subdivided into three main subcategories: herbal dietary supplements, non-herbal dietary supplements and other dietary supplements. The other dietary supplements category contains single ingredient products that are indicative to a particular region and could be herbal or non-herbal. Each of those main subcategories is broken down further as follows:

• Herbal dietary supplements: • Garlic • Ginseng • Ginkgo biloba • Evening primrose oil • Echinacea • St John’s wort

• Non Herbal dietary supplements • Calcium supplements • Mineral supplements • Fish oils, which includes the cod liver oil and other fish oils subcategories • Protein powder, which excludes products used to improve endurance for exercise or increase muscle

growth (those products are found in sports nutrition) • Probiotic supplements • Eye health supplements • Royal jelly • Co-enzyme Q10 • Glucosamine • Sam-E

• Combination formulas, which contain multiple ingredients

• Other dietary supplements Tonics & bottled nutritive drinks This sector includes liquid versions of dietary supplements. Child-specific vitamins & dietary supplements This sector includes all vitamin and dietary supplement products designed specifically for children. Slimming products



This sector is defined as commercial dietetic foods and supplements specially formulated and marketed as being suitable for individuals who want to lose or control their weight. The subsectors are as follows:

• Meal replacement slimming products:

• Weight loss supplements:

• Slimming teas

• Other slimming products: Sports nutrition products This sector includes products positioned in the marketplace for increasing muscle development, improving physical endurance, and speeding recovery after exercise. Ingredients typically are soy protein, whey protein, creatine, L-carnitine and amino acids. Herbal/traditional products This sector includes medicinal products made from herbs. These herbal remedies correct, restore or modify a physiological function in a person. They are considered alternative remedies to standard products. This sector includes the following subsectors:

• Herbal analgesics

• Herbal cough, cold and allergy (hayfever) remedies

• Herbal digestive remedies

• Herbal medicated skin care

• Herbal dietary supplements

• Herbal tonics/bottled nutritive drinks:

• Herbal child-specific vitamins and dietary supplements:

• Herbal calming and sleeping products

• Herbal medicinal teas

• Herbal smoking cessation aids Sources used during research include the following:

Summary 1 Research Sources

Official Sources Committee on Female preventing smoking

Committee on youth prevent smoking

Department of Health

Hong Kong Council on Smoking & Health

Hong Kong Industry Department

Hong Kong SAR Government Information Center

Hong Kong Smoking Cessation Health Centre (SCHC)

Pharmaceutical Services, Department of Health

Trade Associations Chemical & Pharmaceutical Industries Council

Chinese Medicine Merchants Association Ltd

Federation of Medical Societies

Hong Kong Association of the Pharmaceutical Industry

Hong Kong Chinese Herbalists Association Ltd



Hong Kong Chinese Patent Medicine Manufacturers' Association Ltd

Hong Kong General Chamber of Pharmacy Ltd

Hong Kong Medical Association

Hong Kong Medicine Dealers' Guild

Hong Kong Pharmaceutical Manufacturers Association Ltd

Hong Kong Society of Traditional Chinese Medicine Practitioners

Hong Kong Yee Yee Tong Chinese Medicine Merchants Association Ltd

International General Chinese Herbalists & Medicine Professionals Association Ltd

Modernized Chinese Medicine International Association

Pharmaceutical Society of Hong Kong

SCH DERC

The Chinese Manufacturers Association of Hong Kong

World Self-Medication Industry (WSMI)

Trade Press Apple Daily

Asian Medical Industry News

Dietary Supplement Association of Hong Kong

Health Plus magazine

HKAPI Healthcare News

Hong Kong Medical Journal

Hong Kong Trade & Development Council

IMA Asia

Wallstreet Newspaper

Yahoo! News

Source: Euromonitor International



LOCAL COMPANY PROFILES - HONG KONG, CHINA

FORTUNE PHARMACAL CO LTD Strategic Direction

• Fortune Pharmacal’s focus will be on the efficacy and safety of its medicines, ensuring that the company offers top-quality products for its customers over the forecast period.

Key Facts

Summary 2 Fortune Pharmacal Co Ltd: Key Facts

Full name of company: Fortune Pharmacal Co Ltd

Address: 5/F Safety Godown, Industrial Bldg, 56 Ka Yip St, Chai Wan, Hong Kong

Tel: +852 2880 0995

Fax: +852 2565 8762

www: www.fortunepharm.com

Activities: Pharmaceutical research, production and marketing of its own products

Source: Euromonitor International from company reports Company Background

• Fortune Pharmacal Co Ltd is an independent research-based pharmaceutical company founded in 1954. Its packaging is characterised by three black vertical stripes on the right side of the box with a shield. The three stripes represent the three pillars of the business: quality, efficacy and safety first. The shield represents protection.

• The company’s core business is in OTC products, with over 20 different products in the following areas: cold and flu, pain and fever, alimentary, respiratory, throat and mouth and motion sickness.

• Fortune’s products are mainly sold in Chinese communities. Its main market is Hong Kong, with a strong presence in mainland China, the US, Canada, the UK, Australia, New Zealand, Brazil, Singapore, Malaysia and the Philippines.

Production

• All products sold are made in Hong Kong. The company attained the Good Manufacturing Practice (GMP) compliance certification from the Hong Kong Department of Health in 2005.

• Fortune Pharmacal exports internationally to markets with a Chinese population, including mainland China, the US, Canada, the UK, Australia, New Zealand, Brazil, Singapore, Malaysia and the Philippines.

• The company’s products can be found in major supermarkets (Taste, Wellcome), convenience stores (7-Eleven, Circle K) and health and beauty retailers (Watson’s, Mannings). Fortune does not manufacture for any other brand owners.

Competitive Positioning



• The company is present in analgesics, cough, cold and allergy remedies and digestive remedies. Its products in analgesics and cough, cold and allergy remedies are strong in terms of value share, with the company ranked second in both categories in 2009.

• The company’s value share in consumer health in 2009 was 2%, giving it a ranking of 13th. The company faces strong competition from multinational companies, as evident from its decline in value share over the review period. The company’s value share in analgesics and digestive remedies declined over the review period.

• The company has been in Hong Kong since the 1950s, and is a trusted and reputable brand. Its main products – cough, cold, and allergy (hay fever) remedies and analgesics – are positioned in mature and less dynamic areas of the market. Fortune has a relatively wide portfolio of products for a local manufacturer.

• With such a rich history and being a trusted brand in Hong Kong, the company’s products, positioned at the low to middle end of the market, appeal to the mass consumer. Fortune does not assume the role of a leader in consumer health and does not come up with innovative products. However, Fortune donates generously to charities such as the HK Community Chest, and also encourages social services in China by setting up scholarships to recognise students who are enthusiastic about providing services for the poor.

Summary 3 Fortune Pharmacal Co Ltd: Competitive Position 2009

Product type Value share Rank

Analgesics 7.4% 2

Cough, cold and allergy (hay fever) remedies

11.5% 2

Digestive remedies 0.8% 14

Source: Euromonitor International estimates

HOE HIN PAK FAH YEOW MANUFACTURING LTD Strategic Direction

• Hoe Hin Pak Fah Yeow Manufacturing Ltd is expecting that the economic downturn in 2009 will slow down the company’s sales. The company is expected to further improve its overseas sales and expand into more countries over the forecast period.

Key Facts

Summary 4 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Key Facts

Full name of company: Hoe Hin Pak Fah Yeow Manufacturing Ltd

Address: 11/F 200 Gloucester Road, Wan Chai, Hong Kong

Tel: +852 2881 7713

Fax: +852 2577 2895

www: www.whiteflower.com

Activities: Manufacture, marketing and distribution of Hoe Hin brand

Source: Euromonitor International from company reports

Summary 5 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Operational Indicators

2007 2008 2009

Revenue HK$88.3 million HK$99.3 million HK$97.2 million



Number of employees 101 101 99

Source: Company annual reports Notes: Revenue includes sale of Hoe Hin branded products only Notes: Revenue includes sales to Hong Kong and other markets including mainland China and Singapore Company Background

• The medicated oil White Flower Embrocation, commonly known as Pak Fah Yeow, was first developed in Singapore in 1927. The brand entered Hong Kong in 1951. Hoe Hin Pak Fah Yeow Manufacturing Ltd was incorporated in Hong Kong in 1959. It is now a wholly-owned subsidiary of Pak Fah Yeow International Ltd, a company incorporated in Bermuda with limited liability, and shares which have been listed on the Hong Kong Stock Exchange since 1991.

• The company focuses on its OTC products Hoe Hin White Flower Embrocation, Hoe Hin Strain Relief and Hoe Hin White Flower Ointment. In 2007, the company introduced Fuzai 239, which replaced its previous floral-scented Pak Fah Yeow.

• The introduction of Fuzai 239 in 2007 was aimed at rejuvenating the company’s brand image among young people. As part of the brand’s promotion, it has organised a school touring drama with the message ‘The Dangers of Being an Addict’, to encourage students to spend less time on computer games and on-line activities.

Production

• Hoe Hin Pak Fah Yeow is manufactured according to an original formula in Hong Kong. The Hoe Hin brand of products is manufactured, marketed and distributed by Hoe Hin Pak Fah Yeow Manufacturing Ltd.

• Hong Kong is the major market for the Hoe Hin brand of products. The brand is also available in mainland China, Macau, the Philippines, Thailand, Singapore, Malaysia, Australia, the US, Canada and South Africa.

• Hoe Hin does not manufacture for any third parties. Competitive Positioning

• Hoe Hin Pak Fah Yeow Manufacturing Ltd faced strong competition from its major competitor Haw Par Healthcare Ltd over the review period. Hoe Hin Pak Fah Yeow’s value share in topical analgesics declined marginally in 2009 as a result of stronger marketing campaigns including television commercials and print media by Tiger Balm.

• The company positions its products at the middle to high end of the market. Hoe Hin has aimed to improve its competitiveness through ensuring high product quality. In 1996, the company was awarded Good Manufacturing Practice (GMP) certification, and gained ISO9002 and ISO9001 certification in 1999 and 2003, respectively. Since 2001, it has also been licensed to use the Hong Kong Q-Mark for all varieties of Pak Fah Yeow and Hoe Hin Strain Relief.

Summary 6 Hoe Hin Pak Fah Yeow Manufacturing Ltd: Competitive Position 2009


Topical analgesics/anaesthetic 13.7% 2


HOLISTOL INTERNATIONAL LTD Strategic Direction



• Holistol positions itself as a major producer of high-quality herbal products to consumers in Hong Kong and abroad.

Key Facts

Summary 7 Holistol International Ltd: Key Facts

Full name of company: Holistol International Ltd

Address: Units 906-910, Modern Warehouse, 6 Shing Yip Street, Kwun Tong, Kowloon, Hong Kong

Tel: +852 2688 2036

Fax: +852 2699 2036

www: www.2036.com.hk

Activities: Research, production and marketing of herbal dietary supplements


• Holistol was established in 1998 as an independent company. Holistol is mainly present in dietary supplements, with coverage in Hong Kong and exports to China. Its distribution network includes chemist/pharmacy and parapharmacy/drugstore chains such as Mannings and Watson’s.

• Holistol’s marketing efforts focus on television commercials, often using well-known celebrities and athletes in its commercials and also on its product packaging. Celebrities used include Wu Fung and Lee Shi Kay, two well-known mature celebrities, which may suggest that Holistol’s target customer is more mature. Athletes used in its marketing efforts include Hong Kong windsurfing Olympic champion Lee Lai Shan.

Production

• No production details are available. Competitive Positioning

• Holistol’s main products are lingzhi and its derivatives. Holistol’s value share in consumer healthcare in 2009 was 1%, giving it a ranking of 22nd.

• Holistol is a leader in both lingzhi and cordyceps. However, it faced strong competition from companies like Wai Yuen Tong Medicine Holdings Ltd, Vita Green Health Products Co Ltd and Eu Yan Sang (Hong Kong) Ltd in 2009.

• Holistol offers a wide product portfolio for a local manufacturer. Apart from different formats of lingzhi and cordyceps, Holistol also offers lingzhi for children and herbal teas for detoxification of the body.

• The company positions itself at the mid to high end of the market. Its lingzhi and cordyceps products are quite expensive and would not appeal to the average middle-class Hong Kong customer. Holistol is a leader in lingzhi, laying down the foundation for developing ganoderma spore products. By using registered patented technology from the US, Holistol has managed to extract more fat from the ganoderma fungus spores, which greatly enhances the effectiveness of the lingzhi. Its new patented technology is always emphasised in its marketing campaigns.

Summary 8 Holistol International Ltd: Competitive Position 2009




Vitamins and dietary supplements 1.5% 14


NIN JIOM MEDICINE MFY (HONG KONG) LTD Strategic Direction

• Nin Jion Medicine Mfy (Hong Kong) Ltd will continue to launch new products over the forecast period to promote Chinese medicine, ensure the good quality of its existing products and produce high-quality products using modern and advanced technology.

Key Facts

Summary 9 Nin Jiom Medicine Mfy (Hong Kong) Ltd: Key Facts

Full name of company: Nin Jiom Medicine Manufactory (Hong Kong) Ltd

Address: 16/F, Block A, Texaco Road Industrial Centre, 256-264 Texaco Road, Tsuen Wan, New Territories, Hong Kong

Tel: +852 2408 8521

Fax: +852 2407 6269

www: www.ninjiom.com

Activities: Manufactures, distributes and markets its own products


• Nin Jiom is an independent company founded in 1946 by Mr Tse Siu Bong in Hong Kong.

• The core business is Pei Pa Koa, a traditional remedy from the Ching dynasty. Another area in which the company is branching out is medicated confectionery and Traditional Chinese Medicine in powder form.

• Nin Jiom is prominent in Hong Kong as well as other countries in Asia such as China, Thailand, Singapore, Taiwan, Indonesia, the Philippines and Malaysia.

• Since the 1960s Nin Jiom has run television advertisements featuring local female celebrities such as Carol Cheng and Miriam Yeung. It changes spokesperson every few years. In 2008, it changed its spokesperson to young female singer Fiona Sit.

Production

• Nin Jiom has plants in Hong Kong and Taiwan, and only manufactures its own brand. The Hong Kong plant supplies the local market.

• Apart from Asia, the company also exports its products around the globe. It has distributors across the world. In Asia, distributors can be found in Hong Kong, China, Thailand, Singapore, Taiwan, Indonesia, the Philippines and Malaysia. In Europe, distributors are present in the Netherlands, Portugal and Spain, the UK, France and Italy. Other countries include Panama, the US, Canada and Australia.




• Nin Jiom is present in cough remedies and medicated confectionery. It offers Nin Jiom Pei Pa Kao (sugarised and sugar-free) and Nin Jiom Herbal Candy in original and tangerine-lemon flavour. The company’s position in cough remedies and medicated confectionery is very strong, ranking first and third, respectively, in 2009.

• The company’s value share of 1% in 2009 gave it a ranking of 15th in consumer health in Hong Kong. Nin Jiom has always marketed a relatively narrow portfolio, with Nin Jiom Pei Pa Kao being its main product and medicated confectionery being a subproduct. The company is expanding into powder/concentrated granules in Traditional Chinese Medicine which can be dissolved in water.

• With such a rich history and being a trusted brand in Hong Kong, the company appeals to the mass consumer, positioning itself at the low to middle end of the market. As marketing efforts have been focused on Pei Pa Kao since the 1960s, the company ranks first in cough remedies, compared with third in medicated confectionery, which has not had as much marketing support.

• Nin Jiom is a leader in modernising, standardising, and promoting Chinese medicine. It is one of the few companies that has worldwide distribution in Traditional Chinese Medicine, and it also donates to and sponsors Chinese medical research centres around the world, including the Chinese medicine research centre at San Francisco State University and the Chinese University of Hong Kong Chinese Medicine Development Foundation.

Summary 10 Nin Jiom Medicine Mfy (Hong Kong) Ltd: Competitive Position 2009


Cough, cold and allergy (hay fever) remedies

10.5% 3


WAI YUEN TONG MEDICINE HOLDINGS LTD Strategic Direction

• Wai Yuen Tong Medicine is looking to expand its business to overseas markets, including Singapore, Malaysia, Indonesia, Cambodia, Vietnam, the Philippines, North America, China and the UK, making the company a truly local player with a global presence.

Key Facts

Summary 11 Wai Yuen Tong Medicine Holdings Ltd: Key Facts

Full name of company: Wai Yuen Tong Medicine Holdings Ltd

Address: Wai Yuen Yong Medicine Building, 9 Wang Kwong Road, Kowloon Bay, Kowloon, Hong Kong

Tel: +852 3526 6700

Fax: +852 3526 6630

www: www.wyth.net/index.html

Activities: Manufactures and markets Chinese and Western pharmaceutical and healthcare products under three companies. The company also invests in properties, property management, and sublicensing of Chinese wet markets and shopping centres

Source: Euromonitor International from company reports

Summary 12 Wai Yuen Tong Medicine Holdings Ltd: Operational Indicators



2007 2008 2009

Revenue HK$284.3 million HK$278 million HK$240.1 million

Number of employees 560 638 704

Source: Company annual reports Notes: Revenue is for Hong Kong only Company Background

• Wai Yuen Tong Medicine Holdings Ltd was listed on the Hong Kong Stock Exchange in 2002. It has a portfolio of businesses, one of which is manufacturing and marketing Chinese and Western pharmaceutical and healthcare products.

• Wai Yuen Tong Medicine Holdings Ltd is also an associate of the Wang On Group Ltd (WOG), which was listed on the Hong Kong Stock Exchange in 1995. Wang On Group Ltd has a diverse business portfolio, from the sublicensing of Chinese wet markets and shopping centres to managing car parks and properties to property development and investments.

• Wai Yuen Tong was first founded in 1897 during the Ching dynasty and registered as a trademark in Hong Kong in 1979. The Luxembourg Medicine Company was established in Hong Kong in 1954, specialising in Madam Pearl’s Cough Syrup.

• Wai Yuen Tong has vast regional coverage in Hong Kong. With franchising, Wai Yuen Tong has expanded to 53 retail outlets in Hong Kong that sell products exclusively from Wai Yuen Tong Medicine Company Ltd. Wai Yuen Tong’s products are available in health stores and supermarkets across Hong Kong.

• Wai Yuen Tong has operations in Beijing, Shanghai, Guangzhou and Shenzhen for business development. The company generally invests heavily in television advertising and uses male celebrities such as Hacken Lee and Leo Koo to endorse its Wai Yuen Tong Young Yum Pill.

Production

• Wai Yuen Tong manufactures its products in Hong Kong. It has business relationships with Canada, the US, the Netherlands, Macau, Vietnam, Taiwan, the Philippines, Singapore, Indonesia, and Australia. Currently, Wai Yuen Tong has distribution channels in Singapore, Malaysia, Sarawak, Sabah and Indonesia in Southeast Asia, the UK, the US and Canada.


• Wai Yuen Tong’s overall value share in consumer health was less than 1% in 2009, giving it a ranking of 25th. The company faces strong competition from rivals such as General Nutrition Centers, which registered strong growth in Hong Kong. General Nutrition Centers is an internationally established player which advertises its brands on television and in magazines.

• Wai Yuen Tong offers a wide product portfolio. It is also the first pharmaceutical company in Hong Kong to incorporate a Chinese medical healthcare service in its retail stores. These services include personal diagnosis by certified Chinese medicine practitioners, therapeutic massage and acupuncture. Wai Yuen Tong is also implementing a membership programme to maintain its customer base. Joining the membership programme allows members to receive product and healthcare services regularly. Other attempts to gain a larger customer base include promoting public awareness of Chinese medicine and medical therapies by periodically organising seminars and free medical consultations.

• With such a rich history and being a trusted brand in Hong Kong, the company offers a wide range of products catered from the low to high end of the market. The company ranks quite high with its main products, and its slimming products are also maintaining their share despite a lack of marketing support.

• The company may be considered to be a leader in the market, having been established since 1897. Wai Yuen Tong engages in constant research and development with teams based in Hong Kong, Singapore, and China. The company is generally prompt in developing products to suit the latest market trends. One of its



most recent innovations include the Healthy Heart Formula of the Metro Series which contains Red Yeast Rice Extract, an ingredient that has been featured in the media towards the end of the review period, for its health benefits.

Summary 13 Wai Yuen Tong Medicine Holdings Ltd: Competitive Position 2009


Vitamins and dietary supplements 1.0% 15




VITAMINS AND DIETARY SUPPLEMENTS IN HONG KONG, CHINA

HEADLINES

• In 2009 vitamins and dietary supplements registers current value growth of 6% to reach HK$2.8 billion

• Rising health consciousness drives sales

• Combination herbal/traditional dietary supplements the best performer with current value growth of 14% in 2009

• USANA Hong Kong Ltd leads the category with a 16% value share in 2009

• Over the forecast period vitamins and dietary supplements set to record a constant value CAGR of 2%

TRENDS

• Influenced by health scares such as the H1N1 virus in 2009, consumers are increasingly looking after their health, driving overall value growth of vitamins and dietary supplements in Hong Kong.

Vitamins

• Value growth in 2009 was slower than that of the previous year. This can be attributed to reduced disposable income due to the economic downturn.

• Vitamin C achieved current value growth of 6% in 2009, performing better than in 2008 and also being the most dynamic single vitamin. Vitamin C benefited from the H1N1 virus scare, with consumers increasing their purchases to boost their immune systems.

• Unit price remained relatively constant as manufacturers and retailers leveraged heightened health awareness following the H1N1scare to push price promotions and encourage consumer spending.

• Multivitamins registered strong current value growth of 5% in 2009, their popularity boosted by the convenience of being an all-in-one pill which fits consumers’ busy and fast-paced lifestyles.

• Segmentation in multivitamins was increasingly popular towards the end of the review period. Gender-specific targeting of different age groups and products positioned specifically for pregnancy are some of the most commonly available items in Hong Kong.

• Vitamin C is the most popular vitamin in Hong Kong, accounting for a 63% value share of single vitamins in 2009. Successful marketing campaigns from leading players, particularly Redoxon (Bayer Healthcare Co Ltd), have helped contribute to raising consumer awareness.

• Fortified foods and drinks are increasingly common in Hong Kong (for instance, fruit/vegetable juice and sugar confectionery fortified with vitamin C). However, these do not pose a strong threat to supplements as the concentration of vitamins in these foods is comparatively low. Moreover, consumers are becoming increasingly educated about food labelling so as to be able to distinguish between marketing gimmicks and genuine nutrition.

• Child-specific vitamins are present in Hong Kong and are available in effervescent format and chewable tablets. The leading brand of child-specific multivitamins is Centrum Jr (Pfizer Corp Hong Kong Ltd).

Dietary Supplements

• Dietary supplements achieved current value growth of 7% in 2009. The category has seen declining rates of growth due to maturity.



• Lingzhi is the most popular dietary supplement, reaching value sales of HK$246 million in 2009. Lingzhi is a key herb in Traditional Chinese Medicine and is known for its multiple benefits, including lowering blood pressure and improving one’s overall wellbeing. As such, it is familiar to many consumers in Hong Kong. However, due to its relatively high unit price in 2009, the category achieved value growth of only 1%, down from 5% a year earlier.

• Combination herbal/traditional dietary supplements achieved the strongest current value growth of 14% in 2009. Consumers like the fact that they are able to obtain benefits from multiple dietary supplements in just one single capsule.

• With a declining birth rate, Hong Kong is moving towards an ageing population. This has helped to drive value sales of glucosamine, which registered current value growth of 7% in 2009.

• Dietary supplements positioned for general health are the most popular and accounted for a 65% value share in 2009. These remain the most popular because consumers seek convenience and therefore prefer a product that caters for all aspects of one’s health.

• Child-specific dietary supplements are popular in Hong Kong as parents are eager to supplement their children’s diets with the necessary nutrition. Products comprising of fish oil and DHA, which support brain development, remain some of the most popular variants.

• Due to work-related pressures, many parents overlook their children’s diets. Most prefer to buy child-specific products to supplement their children’s diets. DHA and other ingredients related to brain development have been some of the most popular choices for parents over other vitamin and dietary products.

• Tonics and bottled nutritive drinks generated 3% current value growth to reach HK$282 million in 2009. Brand’s Essence of Chicken (Cerebos (Hong Kong) Ltd) is the dominant brand, accounting for a 57% value share in 2009. Towards the end of the review period, tonics positioned for beauty became increasingly popular.

COMPETITIVE LANDSCAPE

• USANA Hong Kong Ltd led vitamins and dietary supplements in 2009 with a 16% value share. The company derives its share from multiple categories, including child-specific vitamins and dietary supplements and co-enzyme Q10. USANA’s direct selling representatives are well trained and professional, helping the company to achieve the biggest gain in value share in 2009.

• Multinationals dominate the category as they possess the expertise and technology to develop new products to meet consumer needs. Moreover, international brands are favoured by consumers as they benefit from strong brand equity and are perceived to be of a high quality. The leading domestic company is Wai Yuen Tong Medicine Holdings Ltd, which ranked 15th in 2009 and specialises in offering herbal/traditional products.

• Cerebos (Hong Kong) Ltd, which ranked sixth in 2009, saw a slight decline in value share due to a product recall incident in the US for its Brand’s Essence of Chicken drink. However, the damage was minimal as the company was quick to react, organising media visits to its production plants in Thailand and issuing press releases to reassure consumers in Hong Kong.

• In terms of marketing campaigns, television commercials, print advertisements and price promotions are the most common strategies used by companies to gain share. Celebrity endorsement is also sometimes used, as in the case of Cerebos (Hong Kong) Ltd which invited Eason Chan, a singer and actor popular throughout Asia-Pacific, to be its spokesperson.

• Chemists/pharmacies and parapharmacies/drugstores, including Watson’s and Mannings, are the most important store-based distribution channels for vitamins and dietary supplements in Hong Kong. On top of stocking brands that do not have stand-alone stores such as Eu Yan Sang, well-trained sales consultants are also present in-store to offer consumers assistance when needed.

PROSPECTS



• Over the forecast period the category is expected to continue to achieve positive growth, driven by increasing health-consciousness. Since the SARS outbreak in 2007 and the H1N1 virus in 2009, consumers have placed greater emphasis on maintaining their health. Furthermore, the declining birth rate and ageing population will drive sales of dietary supplements, particularly those positioned for joint support, vitality and improving heart health.

• There are not expected to be any major threats to growth apart from product recalls that may impact brand rankings.

• Combination herbal/traditional dietary supplements are expected to be the best performer over the forecast period due to consumer demand for convenience. Rather than consume multiple capsules with each serving an independent function, consumers would prefer consuming a single capsule with multiple benefits.

Co-enzyme Q10, which is a relatively new category, having only been introduced in 2002, is also expected to perform well, registering a constant value CAGR of 3% thanks to heightened beauty consciousness and a desire to look younger.

• Price competition is widespread in an effort to encourage consumer trial and capture a larger share of sales. Companies such as Cerebos (Hong Kong) Ltd have also been seen to offer different prices in different channels for the same product.

• New launches towards the end of the review period included Wai Yuen Tong Medicine Holdings’ City Series of dietary supplements, positioned to maintain heart health. This herbal/traditional product is predicted to do well as there has been growing interest in plant-based natural products in recent years.

• Over the forecast period more companies are likely to target their products at the ageing population. Therefore, new launches are likely to be focused on the maintenance of healthy bones and joints, heart health and anti-ageing (antioxidants).

CATEGORY DATA

Table 11 Sales of Vitamins and Dietary Supplements by Subsector: Value 2004-2009

HK$ million 2004 2005 2006 2007 2008 2009 Dietary Supplements 1,351.8 1,450.2 1,561.6 1,743.8 1,900.1 2,038.2 - Combination Dietary 404.1 448.6 500.2 615.2 713.7 810.0 Supplements - Herbal/Traditional 859.0 935.0 1,021.8 1,129.0 1,237.6 1,327.9 Dietary Supplements -- Combination Herbal/ 248.5 278.1 312.6 369.1 438.9 502.2 Traditional Dietary Supplements -- Echinacea 0.7 0.7 0.8 0.8 0.8 0.8 -- Evening Primrose Oil 5.6 5.6 5.7 5.8 5.9 6.0 -- Garlic 6.9 7.0 7.1 7.2 7.2 7.3 -- Ginkgo Biloba 7.4 7.5 7.7 7.9 8.0 8.1 -- Ginseng 3.4 3.5 3.6 3.6 3.7 3.8 -- St John's Wort 0.4 0.4 0.4 0.4 0.4 0.4 -- Other Herbal/ 586.1 632.1 684.1 734.3 772.8 799.4 Traditional Dietary Supplements - Non-Herbal Dietary 492.8 515.2 539.8 614.7 662.4 710.3 Supplements -- Calcium Supplements 68.3 71.7 75.5 79.6 86.0 89.0 -- Co-Enzyme Q10 2.9 2.9 3.0 3.2 3.3 3.5 -- Combination Non- 155.6 170.5 187.6 246.1 274.8 307.8 Herbal Dietary Supplements -- Eye Health Supplements 15.1 15.3 16.1 17.3 18.5 19.5 -- Fish Oils 51.5 53.6 56.0 58.9 61.2 63.2



-- Glucosamine 57.7 58.3 60.6 65.5 70.4 75.5 -- Mineral Supplements 30.6 31.2 31.9 32.5 32.7 32.9 -- Probiotic Supplements - - - - - - -- Protein Powder 21.8 22.6 24.2 27.5 30.2 33.1 -- Royal Jelly 2.1 2.1 2.2 2.2 2.3 2.4 -- Sam-E - - - - - - -- Other Non-Herbal 87.3 87.0 82.8 81.9 83.1 83.5 Dietary Supplements Tonics and Bottled 252.6 257.7 263.3 269.9 275.3 282.2 Nutritive Drinks Vitamins 291.7 302.3 315.7 334.6 354.9 372.9 - Multivitamins 172.4 177.6 184.7 196.7 210.5 221.0 - Single Vitamins 119.3 124.7 131.0 137.8 144.4 151.9 -- Vitamin A 2.5 2.5 2.6 2.6 2.6 2.6 -- Vitamin B 19.1 19.8 20.7 21.5 22.3 22.9 -- Vitamin C 72.4 76.0 80.2 85.0 89.6 95.0 -- Vitamin D - - - - - - -- Vitamin E 25.4 26.4 27.6 28.8 29.9 31.3 -- Other Single Vitamins - - - - - - Child-Specific Vitamins 81.4 84.7 89.7 98.7 104.2 106.8 and Dietary Supplements Vitamins and Dietary 1,977.5 2,094.9 2,230.5 2,447.0 2,634.5 2,800.1 Supplements Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,


Table 12 Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2004-2009

% current value growth 2008/09 2004-09 CAGR 2004/09 TOTAL Dietary Supplements 7.3 8.6 50.8 - Combination Dietary Supplements 13.5 14.9 100.4 - Herbal/Traditional Dietary Supplements 7.3 9.1 54.6 -- Combination Herbal/Traditional 14.4 15.1 102.1 Dietary Supplements -- Echinacea 4.0 1.9 9.9 -- Evening Primrose Oil 1.5 1.3 6.9 -- Garlic 1.1 1.1 5.5 -- Ginkgo Biloba 2.0 2.0 10.3 -- Ginseng 2.2 1.9 10.0 -- St John's Wort 1.0 1.2 6.1 -- Other Herbal/Traditional Dietary 3.4 6.4 36.4 Supplements - Non-Herbal Dietary Supplements 7.2 7.6 44.1 -- Calcium Supplements 3.5 5.5 30.4 -- Co-Enzyme Q10 5.0 4.0 21.6 -- Combination Non-Herbal Dietary 12.0 14.6 97.8 Supplements -- Eye Health Supplements 5.5 5.2 28.7 -- Fish Oils 3.4 4.2 22.8 -- Glucosamine 7.2 5.5 30.7 -- Mineral Supplements 0.5 1.5 7.5 -- Probiotic Supplements - - - -- Protein Powder 9.5 8.8 52.1 -- Royal Jelly 3.0 2.6 13.6 -- Sam-E - - - -- Other Non-Herbal Dietary Supplements 0.5 -0.9 -4.3 Tonics and Bottled Nutritive Drinks 2.5 2.2 11.7 Vitamins 5.1 5.0 27.8 - Multivitamins 5.0 5.1 28.2 - Single Vitamins 5.1 5.0 27.3 -- Vitamin A 0.9 1.3 6.7 -- Vitamin B 3.0 3.8 20.4



-- Vitamin C 6.0 5.6 31.3 -- Vitamin D - - - -- Vitamin E 4.5 4.3 23.2 -- Other Single Vitamins - - - Child-Specific Vitamins and Dietary 2.5 5.6 31.1 Supplements Vitamins and Dietary Supplements 6.3 7.2 41.6 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,


Table 13 Folic Acid v Other B Vitamins 2004-2009

% retail value rsp 2004 2005 2006 2007 2008 2009 Folic Acid 12.0 12.0 12.0 12.0 11.8 11.8 Other B Vitamins 88.0 88.0 88.0 88.0 88.2 88.2 Total 100.0 100.0 100.0 100.0 100.0 100.0 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,


Table 14 Dietary Supplements by Positioning 2006-2009

% retail value rsp 2006 2007 2008 2009 Beauty 0.6 0.5 0.5 0.5 Bone 5.2 5.0 4.9 4.7 Digestive 0.2 0.2 0.2 0.2 Eye Health 1.1 1.1 1.0 1.0 General Health 65.0 65.0 65.0 66.0 Heart Health 0.4 0.4 0.4 0.4 Immune System 0.5 0.5 0.5 0.5 Joint 4.2 4.1 4.0 4.0 Memory Health 0.5 0.5 0.4 0.4 Mood/Relaxing 0.0 0.0 0.0 0.0 Women's Health 0.5 0.5 0.6 0.8 Other Dietary Supplement 21.8 22.2 22.4 21.4 Positioning Total 100.0 100.0 100.0 100.0 Source: Official statistics, Trade associations, Trade press, Company research, Store checks, Trade interviews,


Table 15 Vitamins and Dietary Supplements Company Shares by Value 2005-2009

% retail value rsp Company 2005 2006 2007 2008 2009 USANA Hong Kong Ltd 4.8 5.9 9.1 12.4 15.8 Vita Green Health 11.2 11.4 11.4 11.3 11.1 Products Co Ltd Nu Skin Enterprises HK 12.9 12.9 11.7 10.9 10.1 Inc Amway Hong Kong Ltd 7.4 8.2 8.5 8.4 8.1 General Nutrition 4.5 5.4 6.1 6.5 6.6 Centers Inc Cerebos (Hong Kong) Ltd 7.3 6.9 6.3 5.9 5.8 Eu Yan Sang (Hong Kong) 5.9 6.0 5.6 5.4 5.1 Ltd Bayer Healthcare Co Ltd 4.5 4.3 3.9 3.6 3.3 Pfizer Corp Hong Kong Ltd 0.2 - - - 3.0



Kawai Pharmaceutical Co 2.3 2.3 2.3 2.3 2.2 Ltd Herbalife International 3.4 2.2 2.0 1.8 1.8 of Hong Kong Ltd Jamieson Laboratories 1.8 1.9 1.8 1.7 1.7 Santé Naturelle AG Ltd - 0.8 1.3 1.5 1.5 Holistol International 1.4 1.6 1.6 1.5 1.5 Ltd Wai Yuen Tong Medicine 1.2 1.1 1.1 1.0 1.0 Holdings Ltd Green Science 0.6 0.7 0.7 0.7 0.7 International Ltd Royal Medic (Holdings) 0.8 0.8 0.8 0.7 0.6 Ltd Novartis 0.8 0.8 0.7 0.7 0.6 Pharmaceuticals (HK) Ltd Blackmores Ltd 1.1 0.9 0.7 0.7 0.6 Long Far Herbal 0.5 0.4 0.4 0.5 0.5 Medicine Mfg Ltd Abbott Laboratories 1.0 0.9 0.8 0.4 0.4 (Hong Kong) Ltd True Vitamins Co Ltd 0.5 0.4 0.3 0.3 0.3 GlaxoSmithKline HK Ltd 0.3 0.3 0.2 0.2 0.2 Boehringer Ingelheim 0.4 0.2 0.2 0.2 0.2 (Hong Kong) Ltd Takeda Chemical 0.3 0.3 0.2 0.2 0.2 Industries Ltd Vida Laboratories Ltd 0.2 0.2 0.1 0.1 0.1 Merck Pharmaceutical 0.1 0.1 0.1 0.1 0.1 (HK) Ltd Johnson & Johnson - 0.1 0.1 0.1 0.1 Consumer (Hong Kong) Ltd Aventis Pharma (Hong 0.1 0.1 0.1 0.1 0.1 Kong) Ltd Joincare Pharmaceutical 0.1 0.1 0.1 0.0 0.0 Group Industry Co Ltd Wyeth (HK) Ltd 3.6 3.4 3.2 3.1 - Leiner Health Products 1.3 0.8 0.4 - - Inc Bristol-Myers Squibb 0.2 0.1 - - - (HK) Ltd 21st Century 0.6 - - - - Laboratories Inc Others 18.9 18.6 18.2 17.7 16.8 Total 100.0 100.0 100.0 100.0 100.0 Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor International estimates

Table 16 Vitamins and Dietary Supplements Brand Shares by Value 2006-2009

% retail value rsp Brand Company 2006 2007 2008 2009 USANA USANA Hong Kong Ltd 5.9 9.1 12.4 15.8 Doctor's Choice Vita Green Health 8.9 9.0 9.0 8.8 Products Co Ltd Nutrilite Amway Hong Kong Ltd 8.2 8.5 8.4 8.1 GNC General Nutrition 5.4 6.1 6.5 6.6 Centers Inc Pharmanex Nu Skin Enterprises HK Inc 7.9 7.0 6.5 6.1 Brand's Cerebos (Hong Kong) Ltd 6.9 6.3 5.9 5.8 Eu Yan Sang Eu Yan Sang (Hong Kong) 6.0 5.6 5.4 5.1 Ltd Lifepak Nu Skin Enterprises HK Inc 4.9 4.6 4.3 3.9 Kawai Kawai Pharmaceutical Co 2.3 2.3 2.3 2.2



Ltd Vita Green Vita Green Health 2.5 2.3 2.2 2.1 Products Co Ltd Nature's Way Bayer Healthcare Co Ltd 2.6 2.2 2.1 1.8 Herbalife Herbalife International 2.2 2.0 1.8 1.8 of Hong Kong Ltd Jamieson Natural Jamieson Laboratories 1.9 1.8 1.7 1.7 Sources Centrum Pfizer Corp Hong Kong Ltd - - - 1.5 AG Santé Naturelle AG Ltd 0.8 1.3 1.5 1.5 2036 Holistol International Ltd 1.6 1.6 1.5 1.5 Redoxon Bayer Healthcare Co Ltd 1.4 1.3 1.3 1.2 Wai Yuen Tong Wai Yuen Tong Medicine 1.1 1.1 1.0 1.0 Holdings Ltd Nutri-Green Green Science 0.7 0.7 0.7 0.7 International Ltd Yu Yeuk Tong Royal Medic (Holdings) Ltd 0.8 0.8 0.7 0.6 Calcium Sandoz Novartis 0.8 0.7 0.7 0.6 Pharmaceuticals (HK) Ltd Blackmores Blackmores Ltd 0.9 0.7 0.7 0.6 Long Far Long Far Herbal 0.4 0.4 0.5 0.5 Medicine Mfg Ltd Caltrate 600+D Pfizer Corp Hong Kong Ltd - - - 0.4 Centrum Select Pfizer Corp Hong Kong Ltd - - - 0.4 Caltrate 600 Pfizer Corp Hong Kong Ltd - - - 0.4 True Vitamins True Vitamins Co Ltd 0.3 0.3 0.3 0.3 Surbex Abbott Laboratories 0.3 0.2 0.2 0.2 (Hong Kong) Ltd Caltrate Plus Pfizer Corp Hong Kong Ltd - - - 0.2 Pharmaton Boehringer Ingelheim 0.2 0.2 0.2 0.2 (Hong Kong) Ltd Centrum Wyeth (HK) Ltd 2.2 2.1 2.0 - Caltrate Wyeth (HK) Ltd 1.2 1.1 1.1 - Your Life Leiner Health Products Inc 0.8 0.4 - - Dayalets Abbott Laboratories 0.3 0.3 - - (Hong Kong) Ltd Others 20.7 19.9 19.2 18.3 Total 100.0 100.0 100.0 100.0 Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor International estimates

Table 17 Vitamins Brand Shares by Value 2006-2009

% retail value rsp Brand Company 2006 2007 2008 2009 Nutrilite Amway Hong Kong Ltd 10.2 9.9 9.5 9.5 Redoxon Bayer Healthcare Co Ltd 9.5 9.3 9.4 9.2 Centrum Pfizer Corp Hong Kong Ltd - - - 8.1 USANA USANA Hong Kong Ltd 2.0 3.6 5.8 7.9 Doctor's Choice Vita Green Health 8.1 7.9 8.0 7.8 Products Co Ltd GNC General Nutrition 4.9 4.9 5.4 5.3 Centers Inc Pharmanex Nu Skin Enterprises HK Inc 5.1 4.8 4.6 4.7 Nature's Way Bayer Healthcare Co Ltd 4.4 4.2 4.1 4.0 Centrum Select Pfizer Corp Hong Kong Ltd - - - 3.0 AG Santé Naturelle AG Ltd 1.2 1.9 2.0 1.9 Surbex Abbott Laboratories 2.3 1.8 1.7 1.6 (Hong Kong) Ltd Pharmaton Boehringer Ingelheim 1.8 1.8 1.5 1.3 (Hong Kong) Ltd Blackmores Blackmores Ltd 1.5 1.4 1.3 1.3 Vitacimin Takeda Chemical 1.5 1.4 1.3 1.2 Industries Ltd



Supradyn Bayer Healthcare Co Ltd 1.8 1.5 1.3 1.2 Vida Vida Laboratories Ltd 1.2 1.1 1.0 1.0 Kawai Kawai Pharmaceutical Co 0.9 0.9 1.0 0.9 Ltd Jamieson Natural Jamieson Laboratories 1.0 0.9 0.9 0.9 Sources Flavettes Johnson & Johnson 0.9 0.8 0.7 0.7 Consumer (Hong Kong) Ltd Berocca Bayer Healthcare Co Ltd 0.7 0.7 0.7 0.7 Celin GlaxoSmithKline HK Ltd 0.8 0.7 0.7 0.6 Cefol Abbott Laboratories 0.9 0.8 0.6 0.6 (Hong Kong) Ltd Centrum Wyeth (HK) Ltd 12.3 11.8 11.4 - Dayalets Abbott Laboratories 2.3 2.2 - - (Hong Kong) Ltd Your Life Leiner Health Products Inc 0.9 0.6 - - One-A-Day Bayer Healthcare Co Ltd 0.6 0.5 - - Flavettes Pfizer Corp Hong Kong Ltd - - - - Berocca Roche Hong Kong Ltd - - - - Nature's Way Roche Hong Kong Ltd - - - - Centrum Whitehall Laboratories - - - - Others 22.9 24.7 27.1 26.5 Total 100.0 100.0 100.0 100.0 Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor International estimates

Table 18 Dietary Supplements Brand Shares by Value 2006-2009

% retail value rsp Brand Company 2006 2007 2008 2009 USANA USANA Hong Kong Ltd 7.7 11.7 15.7 19.7 Doctor's Choice Vita Green Health 11.0 11.1 11.0 10.7 Products Co Ltd Nutrilite Amway Hong Kong Ltd 9.5 9.9 9.7 9.3 GNC General Nutrition 6.4 7.4 7.8 7.9 Centers Inc Pharmanex Nu Skin Enterprises HK Inc 9.2 8.0 7.2 6.7 Lifepak Nu Skin Enterprises HK Inc 7.0 6.4 5.9 5.4 Eu Yan Sang Eu Yan Sang (Hong Kong) 4.4 4.1 3.8 3.4 Ltd Vita Green Vita Green Health 3.5 3.3 3.1 2.9 Products Co Ltd Herbalife Herbalife International 2.7 2.4 2.2 2.2 of Hong Kong Ltd Jamieson Natural Jamieson Laboratories 2.5 2.4 2.2 2.1 Sources 2036 Holistol International Ltd 2.3 2.2 2.1 2.0 Nature's Way Bayer Healthcare Co Ltd 2.8 2.3 2.1 1.8 AG Santé Naturelle AG Ltd 0.8 1.4 1.6 1.6 Wai Yuen Tong Wai Yuen Tong Medicine 1.6 1.5 1.4 1.4 Holdings Ltd Nutri-Green Green Science 0.9 1.0 1.0 1.0 International Ltd Yu Yeuk Tong Royal Medic (Holdings) Ltd 1.1 1.1 1.0 0.9 Calcium Sandoz Novartis 1.1 1.0 0.9 0.8 Pharmaceuticals (HK) Ltd Long Far Long Far Herbal 0.6 0.6 0.6 0.6 Medicine Mfg Ltd Caltrate 600+D Pfizer Corp Hong Kong Ltd - - - 0.6 Blackmores Blackmores Ltd 1.0 0.7 0.7 0.6 Caltrate 600 Pfizer Corp Hong Kong Ltd - - - 0.5 True Vitamins True Vitamins Co Ltd 0.5 0.4 0.4 0.4 Caltrate Plus Pfizer Corp Hong Kong Ltd - - - 0.3 Scott's Emulsion GlaxoSmithKline HK Ltd 0.2 0.2 0.2 0.2



Os-Cal Aventis Pharma (Hong 0.2 0.1 0.1 0.1 Kong) Ltd Vita-CM Vita Green Health 0.1 0.1 0.1 0.1 Products Co Ltd Seven Seas Merck Pharmaceutical 0.1 0.1 0.1 0.1 (HK) Ltd Tegreen 97 Nu Skin Enterprises HK Inc 0.1 0.1 0.1 0.1 True Iron True Vitamins Co Ltd 0.0 0.0 0.0 0.0 Span-K Fisons Ltd 0.0 0.0 0.0 0.0 Caltrate Wyeth (HK) Ltd 1.7 1.6 1.5 - Your Life Leiner Health Products Inc 0.9 0.4 - - Others 19.8 18.6 17.5 16.5 Total 100.0 100.0 100.0 100.0 Source: Trade associations, Trade press, Company research, Trade interviews, Euromonitor International estimates

Table 19 Forecast Sales of Vitamins and Dietary Supplements by Subsector: Value 2009-2014

HK$ million 2009 2010 2011 2012 2013 2014 Dietary Supplements 2,038.2 2,124.9 2,182.9 2,225.5 2,254.6 2,268.8 - Combination Dietary 810.0 874.8 918.5 955.3 983.9 1,003.6 Supplements - Herbal/Traditional 1,327.9 1,382.0 1,422.7 1,452.8 1,469.9 1,481.9 Dietary Supplements -- Combination Herbal/ 502.2 542.4 574.1 601.8 619.9 637.3 Traditional Dietary Supplements -- Echinacea 0.8 0.8 0.8 0.8 0.9 0.9 -- Evening Primrose Oil 6.0 6.0 6.0 6.1 6.1 6.2 -- Garlic 7.3 7.4 7.4 7.5 7.5 7.6 -- Ginkgo Biloba 8.1 8.2 8.3 8.4 8.5 8.6 -- Ginseng 3.8 3.8 3.8 3.8 3.8 3.7 -- St John's Wort 0.4 0.4 0.4 0.4 0.4 0.4 -- Other Herbal/ 799.4 813.0 821.8 824.0 822.8 817.2 Traditional Dietary Supplements - Non-Herbal Dietary 710.3 742.9 760.2 772.7 784.8 786.8 Supplements -- Calcium Supplements 89.0 91.0 92.4 93.5 94.2 94.4 -- Co-Enzyme Q10 3.5 3.6 3.7 3.9 4.0 4.1 -- Combination Non- 307.8 332.4 344.5 353.5 364.1 366.3 Herbal Dietary Supplements -- Eye Health Supplements 19.5 20.3 20.9 21.4 21.8 22.0 -- Fish Oils 63.2 64.4 65.4 66.4 67.3 68.1 -- Glucosamine 75.5 78.5 80.8 82.5 83.3 83.7 -- Mineral Supplements 32.9 32.9 33.0 33.2 33.3 33.5 -- Probiotic Supplements - - - - - - -- Protein Powder 33.1 34.2 34.9 35.5 35.8 36.0 -- Royal Jelly 2.4 2.4 2.4 2.5 2.5 2.4 -- Sam-E - - - - - - -- Other Non-Herbal 83.5 83.1 82.1 80.6 78.6 76.2 Dietary Supplements Tonics and Bottled 282.2 286.2 287.6 287.9 287.0 284.7 Nutritive Drinks Vitamins 372.9 384.5 392.4 398.6 402.6 404.4 - Multivitamins 221.0 227.6 232.2 235.7 238.0 239.2 - Single Vitamins 151.9 156.9 160.2 162.9 164.6 165.2 -- Vitamin A 2.6 2.6 2.6 2.7 2.7 2.7 -- Vitamin B 22.9 23.3 23.6 23.8 23.9 23.7 -- Vitamin C 95.0 98.8 101.3 103.3 104.6 105.1 -- Vitamin D - - - - - - -- Vitamin E 31.3 32.1 32.7 33.2 33.5 33.7



-- Other Single Vitamins - - - - - - Child-Specific Vitamins 106.8 108.7 110.5 112.3 114.0 115.6 and Dietary Supplements Vitamins and Dietary 2,800.1 2,904.2 2,973.5 3,024.3 3,058.2 3,073.4 Supplements Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews, Euromonitor

International estimates

Table 20 Forecast Sales of Vitamins and Dietary Supplements by Subsector: % Value Growth 2009-2014

% constant value growth 2009-14 CAGR 2009/14 TOTAL Dietary Supplements 2.2 11.3 - Combination Dietary Supplements 4.4 23.9 - Herbal/Traditional Dietary Supplements 2.2 11.6 -- Combination Herbal/Traditional Dietary 4.9 26.9 Supplements -- Echinacea 1.1 5.8 -- Evening Primrose Oil 0.8 4.1 -- Garlic 0.7 3.5 -- Ginkgo Biloba 1.3 6.7 -- Ginseng -0.2 -1.2 -- St John's Wort -0.4 -2.0 -- Other Herbal/Traditional Dietary Supplements 0.4 2.2 - Non-Herbal Dietary Supplements 2.1 10.8 -- Calcium Supplements 1.2 6.0 -- Co-Enzyme Q10 3.3 17.5 -- Combination Non-Herbal Dietary Supplements 3.5 19.0 -- Eye Health Supplements 2.5 13.1 -- Fish Oils 1.5 7.7 -- Glucosamine 2.1 10.9 -- Mineral Supplements 0.4 2.0 -- Probiotic Supplements - - -- Protein Powder 1.7 8.8 -- Royal Jelly 0.6 3.2 -- Sam-E - - -- Other Non-Herbal Dietary Supplements -1.8 -8.7 Tonics and Bottled Nutritive Drinks 0.2 0.9 Vitamins 1.6 8.5 - Multivitamins 1.6 8.2 - Single Vitamins 1.7 8.8 -- Vitamin A 0.4 2.0 -- Vitamin B 0.7 3.5 -- Vitamin C 2.0 10.6 -- Vitamin D - - -- Vitamin E 1.5 7.6 -- Other Single Vitamins - - Child-Specific Vitamins and Dietary Supplements 1.6 8.3 Vitamins and Dietary Supplements 1.9 9.8 Source: Official statistics, Trade associations, Trade press, Company research, Trade interviews, Euromonitor

International estimates

Summary 14 Dietary Supplements: Brand Ranking by Positioning 2009

Positioning Brand Ranking

Bone USANA 1

Caltrate 600+D 2

Ca-C 1000 Sandoz 3



Beauty Tegreen97 1

Nutrilite 2

USANA 3

General Health 2036 Lingzhi Spores 1

2036 G-Spore Cordyceps Yunzhi 2

Soya Max 3

Mental USANA 1

Joint Doctor’s Choice Glucosamine 1

Digestive Doctor’s Choice Aloe Vera 1


2010CH HK Vitamins and Dietary Supplements

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