With more than 50 products sold in over 20 countries, the company is now doubling down on expansion in SEA, particularly the Philippines.
Since entering the Philippines market in 2023, Sole Pharma has observed growing consumer awareness, as concerns regarding mental health and physical fitness increase. More consumers are also adopting healthier lifestyles post-pandemic, with a bigger focus on self-care and prevention.
“The preventative and holistic approach to health and wellness has been highly influential, with increasing numbers of Philippine consumers interested in maintaining healthy overall lifestyles to support immune system function, and promote long-term health and well-being.
“The Philippines was reportedly the 21st largest global retail sales market for vitamins and dietary supplements, worth USD802m and representing 0.6% market share in 2023. According to Mintel, 213 new supplement products were launched in the market between January 2018 and December 2023, and eight new products launched from January to May 2024,” Stanislav Makarenko, founder and CEO of ABG Pharma, told NutraIngredients-Asia.
ABG Pharma is the exclusive distributor of Sole Pharma in the SEA region.
Makarenko added that the market for nutrition and supplements in the Philippines is primarily driven by government initiatives, such as the Philippine Plan of Action for Nutrition (PPAN), and rising disease prevalence.
“PPAN 2023-2028 was developed to address nutrition-related issues and improve the nutritional status of Filipinos. We believe that the growing presence of foreign brands like Sole Pharma can help in the implementation of the PPAN and in achieving its goals.
“Based on Insights10’s market analysis, it is anticipated that the Philippines nutrition and supplements market will increase from USD0.8bn in 2022 to USD1.4bn by 2030, growing at a CAGR of 6.8% during this period. So, we see a great potential for this market.”
Furthermore, income inequality among Filipino households, as well as micronutrient deficiencies, including iron, iodine and vitamin A, in children and pregnant and lactating women, are affecting the population’s nutritional status.
“Parents and families are struggling to provide nutritious and diverse foods that young children need to reach their full potential. A UNICEF study found that the Philippines is one of the countries that account for 65% of the total number of children living in severe child food poverty or children consuming only two of eight defined food groups.
“Local consumers also rely less on online sales and [have higher] trust in brick-and-mortar stores, where they can see and touch an actual product. All these factors influence the consumer behaviour and must be considered when planning business in this country.”
Currently, Sole Pharma’s products are available in European, North American and East Asian markets, with active expansion efforts in the SEA region.
“Sole Pharma health supplements are now being sold in the Philippines and Vietnam. We are looking forward to entering Malaysia and Indonesia next year.
“One of our main strategies [to advance expansion] is to work closely with a group of doctors. Majority of our products are aimed at dealing with certain health problems and are more medical-oriented. Following this logic, we are supporting educational campaigns for the medical community and participating in charity events for low-income communities.
“Our mission is also to support initiatives in the Philippines that are trying to increase people’s consciousness about their health and lifestyle.”
Targeting local needs
In the Philippines, Sole Pharma’s products are sold in major pharmacies and online platforms, including Mercury Drug, Watson’s, Rose’s Pharmacy, Allgreen RX, Lazada, and Shopee.
Makarenko said that the line-up of offerings were selected in response to the lack of certain vitamins among the local population.
“For one, Hepastrong AMINO is targeted at solving the problem of steatotic (fatty) liver disease, helping to excrete toxic ammonia from the body and enhance the detoxification process.
“Immunity Glucan, with an enhanced dosage of beta-glucan (250mg), is one of the most powerful prebiotics and immune system protectors. It is aimed at lowering the overall index of immunodeficiency among Filipinos.”
In addition, Artroveron, a formula with microencapsulated omega-3, chondroitin and other molecules necessary for the maintenance of joint functions, caters to two vulnerable groups — the elderly and those with joint injuries.
It is claimed to contribute to joint mobility and flexibility, restore synovial membrane (connective tissues that line joints), and reduce inflammatory processes.
At the same time, daily multivitamins that could lower the negative effects of anxiety, eye degeneration, low cognitive function, memory decrease, and mental exhaustion often faced by working professionals, were also brought in.
“For example, Focumax combines antioxidants, lutein, zeaxanthin, and zinc to prevent the progression of eye degeneration. The formula filters harmful blue light from mobile phones, TV and computer screens, and helps prevent eye disease.
“Stressnol is a supplement for stress management that eliminates nervousness and provides a 12-hour lasting effect. It regulates the nervous system balance, mental stability, mood, and quality of sleep. On the other hand, Sole Max is a ‘neurobooster’ for memory, concentration, and brain performance. It helps enhance reaction times, nerve cell impulse transmission and blood circulation, reduce irritability, and increase oxygen supply.”
Improvements in these areas are critical for those who study and work, and consuming the different supplements simultaneously would yield better results, Makarenko reiterated.
