The Philippines has emerged as the leading market for health supplements in the Asia-Pacific region, with a staggering 89% of Filipinos incorporating them into their daily routines, according to a new survey by premier health and wellness company Herbalife.
The findings from the 2025 Asia Pacific Responsible Supplementation Survey, conducted online in May 2025 with 9,000 consumers across 11 markets, revealed that Filipino supplement usage surpasses that of Indonesia (88%) and Taiwan (86%). The primary motivations for Filipinos are supporting general health and immunity (70%), followed by boosting energy and focus (42%), and improving sleep or managing stress (35%).
Doctor-Led Decisions and Savvy Consumers
What distinguishes the Filipino market is not just high usage but a deeply responsible approach. An overwhelming 94% of respondents emphasized the importance of making informed supplement choices.
“This makes them savvy consumers, who continuously seek the latest credible, science-backed information,” said Allan Domingo, General Manager of Herbalife Philippines.
This responsibility is guided by a strong “doctor-first” culture. The survey found that 76% of Filipinos rely on doctors and nutritionists when choosing supplements—a significantly higher rate than most other APAC countries. While online research and advice from family and friends are factors, trust in healthcare professionals remains the cornerstone of their decision-making.
This trust is paramount to purchase decisions, with 95% of Filipinos stating that their confidence in a supplement provider directly influences whether they buy a product. Key factors building this trust include recommendations from doctors and nutritionists (77%), evidence of product quality controls (44%), and the brand’s established reputation (39%).
Capsules are the Format of Choice
The survey also highlighted a distinct preference for supplement formats. Capsules are the clear favorite among Filipino consumers, preferred by nearly 61% of respondents—the highest percentage in the region. Additionally, 89% stated that having their preferred dosage format was extremely important for maintaining their recommended consumption routine.
A Nation Focused on Preventive Health
The data paints a picture of a population intensely focused on preventive healthcare, with 97% of respondents affirming its critical role in their overall well-being.
The top health actions taken by Filipinos in the past year include:
- Taking health supplements (67%)
- Making healthier food choices (65%)
- Engaging in more physical activity (56%)
Looking forward, optimism is high, with 70% of Filipinos confident they are on the right track to reach their health goals in 2025. This optimism is highest among younger generations, with Gen Z (72%) and Millennials (70%) leading the charge.
In response to these findings, Herbalife reaffirmed its commitment to the market. “As Filipinos continue to embrace preventive health, Herbalife is committed to helping consumers make responsible supplement decisions by ensuring that our products are grounded in science, backed by quality certifications, and supported by trusted nutrition education,” Domingo stated.#
