The supplement brand and retailer said that the trend is happening across Asia, including China as a key driver.
“In a lot of online searches in China, people are talking about and trying to understand what liver health is about. It depends country to country, but in general, we are seeing an upward trend because of a rising prevalence of liver-related conditions.
“For example, statistics show that more and more people are getting non-alcoholic fatty liver disease (NAFLD), and so, people want to adopt preventative measures, especially in Singapore,” Evelyn Teo, Chief Marketing Officer of LAC, told NutraIngredients-Asia.
She added that the trend of consumers leaning towards supplements to support their health began during the COVID-19 pandemic and has persisted since.
“After that period, people, even those who said that they were not into supplements, started having greater awareness of how poor sleep may affect the liver or are more educated on how sleep is important. We see an increasing number of people who are looking for supplements rather than medications for liver health.”
According to Teo, the demographic that is paying “a lot more attention” on preventive health are people in their late 20s to 45. This phenomenon is particularly striking during post-festive periods.
“They think about recovery and long-term health maintenance. Although they go out for drinks or feasting, they want to make sure that they are still in tip-top health. Moreover, working adults may have complimentary health screenings where they find results that drive them to look for liver support solutions.
“Also, more women are seeking support for hormonal balance and metabolic wellness, as they get to know that liver plays an important part in metabolism and the balance of hormones as a secondary benefit.”
At the same time, consumers in this age group are said to be largely social media-driven and influenced by word-of-mouth while being more receptive to spending on health.
“Younger people are more willing to fork out money in exchange for preventative health — not so much youngsters who think that they can conquer the world without any supplements, but those approaching an age where they are getting married or after they have kids.
“These are the consumers who will be more willing to [spend and] ensure that they don’t fall sick, especially as liver disease is not like a flu and is harder to recover from.”
Growth categories
One of the company’s flagship products is LAC Activated Liver Protector, which is formulated with traditional Chinese medicine (TCM) herbs and has sold more than 1m bottles to date.
“Unlike many products in the market that only contain a single ingredient, the LAC Activated Liver Protector is a very targeted formulation that is not just aimed at general liver health or maintenance, but adopts a three-pronged approach. The liver needs to detox, to be nourished, and to be protected — and this product helps to do all three.
“We see a lot of people coming back for it over time, and that shows how effective the product is,” Teo shared.
The firm is actively monitoring consumer health trends and preferences to identify new opportunities for product development.
“Having said that, our primary focus remains in delivering high-quality products and what is most desired by consumers and their evolving needs. Perhaps they may not need certain products in the past but now they require them, so we do not simply follow trends.
“We want to make sure that we are able to bring products that consumers may not even be aware that they need and that are important for their health. So, we will closely look out for liver and metabolic health developments, and continue to innovate in the space.”
Beyond liver support, stress management, women’s wellness, performance enhancement, brain and gut health are categories that “have been much talked about” in many countries.
“People generally believe that prevention is really better than cure. Many of our customers started [to know our brand] through LAC MASQUELIER’s French Pine Bark Extract, which was developed many years ago and still gaining popularity today.
“It is a product that helps manage oxidative stress, keeping it in line with the trends of preventative health, stress management, and women’s wellness, as well as other trends like cognitive function, eye health, and high performance.”