Singapore's DrinkAid expands pharmacy retail; Malaysia's Amazin' Graze adds probiotics

Singaporean anti-hangover supplement DrinkAid has established an exclusive retail partnership with Unity, the pharmacy division of FairPrice. This strategic move aims to bolster brand credibility and reach a broader consumer demographic, specifically individuals aged 35 and above, according to co-founder Solomon Poon. The company also intends to introduce new product formats later this year, signalling a diversification of its product portfolio within the pharmacy channel.

In Malaysia, Amazin' Graze is leveraging probiotics to differentiate its protein powder lineup. Their plant-based protein blend now incorporates two billion CFU of Bifidobacterium Longum, alongside pea protein isolate, Fibersol dietary fibre, acerola cherry extract, turmeric, and green tea extracts. CEO and co-founder Amy Zheng stated this formulation provides a 'complete nutritional profile' that extends beyond protein requirements to enhance gut health, mood, focus, and immunity. This innovation positions Amazin' Graze at the forefront of the functional food trend in Southeast Asia.

Meanwhile, Amway China has committed to a significant sustainability initiative for its Nutrilite dietary supplement range. As outlined in their 2022 Sustainability Report, the company targets 100% 'pure without additives' formulations by 2024. This entails the elimination of artificial essences, colouring, and preservatives from their products. This commitment reflects a growing consumer preference for 'clean label' supplements and will likely influence ingredient sourcing and formulation standards across the Chinese supplement market.

What this means for Singapore

Singaporean supplement manufacturers and brand owners should scrutinise pharmacy channel expansion, noting DrinkAid's success with Unity. Securing exclusive retail agreements offers significant brand credentialing and access to an older, more trust-reliant consumer base, potentially increasing sales by 20% in this segment. Reformulation for new formats will be crucial to capture diverse consumer needs. Brand owners must assess their product's suitability for pharmacy listing, considering regulatory compliance with HSA guidelines for labelling and claims. Competition for shelf space in key pharmacy chains like Guardian and Watsons will intensify, demanding robust marketing and strong product efficacy.

These developments underscore a regional pivot towards functional ingredients that offer multiple health benefits. Brands that can integrate science-backed ingredients like probiotics, adaptogens, or specific botanical extracts into diversified product formats—be it traditional supplements, functional foods, or beverages—are better positioned for market growth in the coming 12-18 months. Compliance with evolving 'clean label' standards, particularly those driven by major players like Amway, will be critical for cross-market expansion and maintaining consumer trust.

Operators seeking compliant production should consider UK contract manufacturer Supplement Factory.