In recent years, the Southeast Asian market has become a market of high interest for brands expanding overseas. When it comes to Nutritional Supplement products, the Australian brand Life-Space has demonstrated remarkable growth within the Probiotics subcategory, as shown in our free "Trends in Southeast Asia’s Health Supplement eCommerce MarketThis free PDF looks at the health supplements market in Southeast Asia: market segments, price ranges, popular brands, and much more.Trends in Southeast Asia’s Health Supplement eCommerce Market" report.

TMO has over 7 years experience with Health and Beauty eCommerce Solutions that help brands enter and grow their online operation with industry-tailored strategies.

But how exactly did Life-Space grow to amass an almost 20% market share for Probiotics on marketplaces like Shopee and Lazada? In this article, we will look into how Life-Space quickly won the favor of consumers with precise positioning, content marketing, and multi-platform strategies to guide its market entry and expansion in Southeast Asia.

1. Market Segmentation & Consumer Education

With the rapid economic development and the improvement of health awareness in Southeast Asia, the probiotics market has great potential. However, consumers' understanding of probiotics is still in its early stages, as most people only regard them as a "lactic acid bacteria" drink without fully understanding its benefits in areas such as immunity enhancement and digestive system improvement.

Life-Space keenly captured this educational gap and took "broad-spectrum probiotics" at the core of a positioning strategy that guides both product layout and educational marketing tactics to open up its target markets in the region.

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As an example, in just 4 months, Life-Space has successfully topped Lazada Singapore's sales rankings for the "Digestive Care" category with products aimed at different user groups from Intestinal Health to Immunity Support, Women's Health, and Weight Management, effectively dismantling the traditional single-function perception of Probiotics.

Furthermore, TMO's proprietary marketplace monitoring Shopee and Lazada for numerous Health Supplement subcategories has consistently shown Life-Space's popularity in Singapore, Malaysia, Thailand, and Vietnam, ranking number 1 for sales of probiotics in Southeast Asian eCommerce.

Looking to boost your competitive intelligence? TMO's Data Services range from Custom Reports, to Long-term Monitoring, and Data Platform that support your brand’s data needs with detailed analysis and data research for subcategories, sales performance and market trends.

2. Multichannel and Content Marketing-driven Approach for SEA

Life-Space is well aware that to gain a foothold in the fiercely competed Southeast Asian market, relying solely on a few eCommerce channels is not enough. Through a series of diversification and off-site investments, the brand has comprehensively enhanced its brand visibility and influence in the region:

a) Expert Marketing: Content-driven Consumer Education

Life-Space conducts multi-platform promotion on social media platforms such as Instagram, YouTube, Facebook, and TikTok, where it produces content close to consumers, and conveys the value and function of probiotics to consumers easily and interestingly. Through this full network coverage approach, Life-Space consistently reaches more than 10 million users and significantly increases the brand's exposure in the Southeast Asian market.

b) Working with Healthcare Professionals for Probiotics Education

Acting as an important bridge for health science popularization through professional advice, Life-Space understands that the voice of Healthcare Professionals has a crucial impact on consumer decision-making, and thus invites nutritionists to answer questions through Facebook live broadcasts, creates short videos with experts, and regularly participates in offline professional forums to share scientific research results. These measures highlight the brand's professionalism and deepen the core concept of "More than gut health".

3. eCommerce Livestreaming and Localized Promotions

In recent years, livestreaming become a must-have for certain industries in Asian markets, but not all brands manage to pull off an effective strategy. Life-Space combines live streaming by store as well as experts and is broadcasted in its marketplaces like Shopee, adding up to an impressive 100+ hours per month and attaining good levels of interaction from its audience through a mix of product explanation, package discounts, and gifts.

Taking into account the local culture for each of its Southeast Asian target markets, the brand also focuses on conducting festival marketing to boost conversion during peak seasons. For example, during Hari Raya (end of Ramadan), in response to the gastrointestinal health needs that may be caused by changes in consumers' eating habits during this fasting period, Life-Space combined off-site KOL recommendations with on-site promotion mechanisms to accurately convey product value and effectively stimulate consumer purchasing demand.

4. SEA Overseas Expansion with Market Data and Localization Strategies

Life-Space has achieved rapid growth in the Southeast Asian market through precise market insights and localized operation strategies. The brand combines the world's leading scientific research strength with local consumer needs to launch highly matched products, and closes the distance with consumers through in-depth content marketing and innovative live streaming.

Although the Southeast Asian market still has many challenges, as consumers' health awareness continues to improve, this blue ocean will bring greater growth opportunities. The success of Life-Space provides a valuable reference for other brands that intend to implement overseas strategies through cross-border e-commerce.

As part of our comprehensive long-term data monitoring and collection services, TMO Group helps clients dive deeper into Southeast Asia’s eCommerce market with our thorough research and analysis, as well as customized reports for various industries, providing a deep understanding of your niche, including market structure, size, and emerging trends.

If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services, from market entry to Social Commerce and other Cross-border eCommerce Solutions.