An Inside Look at International Supplement Market Entry with OG Global’s Co-CEO
The international supplement market is experiencing unprecedented growth, with consumers worldwide prioritizing wellness, fitness, and preventative health. But for supplement brands looking to expand beyond their home markets, the path to global success is filled with regulatory hurdles, distribution challenges, and cultural complexities.
We sat down with Ofri Shaysh, Co-Founder and Co-CEO of OG Global Import, to discuss what it really takes to scale supplement brands globally across Asia and Israel—and why most brands fail before they even get started.
Q: Ofri, supplement brands are booming globally. What makes this category so attractive for international expansion right now?
Ofri Shaysh: Supplements for wellness and sport aren’t just “extras” anymore—they’ve become daily essentials. People are using them for energy, recovery, fitness goals, and overall health maintenance. What’s changed is that these products now drive repeat purchases. Consumers aren’t buying protein powder once and forgetting about it—they’re subscribing, restocking, and building these products into their daily routines.
For distributors and retailers, this creates incredible opportunity. Unlike one-time beauty purchases, supplement brands generate predictable, recurring revenue. That’s why we’re seeing gyms, pharmacies, wellness stores, and even airlines adding supplements to their offerings.
Q: What are the biggest mistakes you see supplement brands make when trying to expand internationally?
OS: The biggest mistake is treating international expansion like exporting—just shipping products overseas and hoping someone buys them. That doesn’t work.
Supplement brands face unique challenges. Every market has different regulatory requirements for product registration, ingredient approval, and health claims. A supplement that’s perfectly legal in the U.S. might require reformulation or extensive documentation to enter Hong Kong, Israel, or Southeast Asia.
Then there’s the distribution challenge. Supplements need to reach the right channels—pharmacies, gyms, wellness retailers, and online platforms—not just sit on a shelf somewhere. Without local expertise, brands waste months (or years) navigating bureaucracy while competitors capture market share.
Q: How does OG Global help supplement brands overcome these barriers?
OS: We handle the entire process—from product registration and regulatory compliance to retail placement, warehousing, and localized marketing. Our team understands the regulatory landscape across Israel, Hong Kong, Thailand, Vietnam, Malaysia, Indonesia, Macau, and Taiwan. We know which ingredients need special approvals, how to structure health claims, and how to navigate each market’s unique requirements.
But compliance is just the beginning. We also ensure your products reach the right customers through strategic retail placement. We work with premium pharmacies, fitness centers, wellness boutiques, and leading e-commerce platforms—over 5,000 points of sale across our territories.
The goal isn’t just to get your products into a market—it’s to build sustainable growth with customers who keep coming back.
Q: What types of supplement brands are seeing the most success in your markets?
OS: We’re seeing strong demand across several categories:
Wellness supplements like vitamins, minerals, probiotics, and herbal longevity formulas are performing extremely well. Consumers are increasingly focused on preventative health and immune support.
Sports nutrition—protein powders, amino acids, pre-workout formulas—continues to grow as fitness culture expands across Asia. But it’s not just bodybuilders anymore. We’re seeing everyday consumers, busy professionals, and even older adults incorporating these products into their routines.
Specialty supplements are also gaining traction. Vegan protein, clean-label formulas, energy boosters, and supplements targeting specific health concerns (sleep, stress, focus) are resonating with educated, health-conscious consumers.
The common thread? Quality, transparency, and clinically-backed ingredients. Today’s supplement consumers read labels, check certifications, and research brands before buying. If your product doesn’t meet those standards, it won’t succeed internationally—no matter how good your distribution is.
Q: Let’s talk about the global expansion strategy. How should a supplement brand prepare before entering international markets?
OS: First, understand your “why.” Are you looking to diversify revenue? Reach saturation in your home market? Capitalize on inbound interest from other regions? Your growth ambition should shape your strategy.
Next, get your house in order. Make sure your product formulations are adaptable to different regulatory environments. Invest in proper certifications (GMP, NSF, third-party testing). Prepare clean-label, transparent ingredient lists—consumers in Asia are incredibly savvy about what they’re putting in their bodies.
Then, choose your markets carefully. Not every market is right for every brand. At OG Global, we help brands identify where their products will resonate based on local consumer behaviors, competitive landscape, and regulatory feasibility.
Finally, partner with the right distributor. This isn’t just about logistics—it’s about finding someone who will protect your brand integrity, invest in your success, and build long-term customer loyalty in each market.
Q: What does success look like when a supplement brand partners with OG Global?
OS: Success means sustainable growth, not just one-time sales. We invest over $200,000 USD annually in each brand we introduce to our platform—covering market entry, marketing campaigns, PR, and in-store activations.
For example, when we launch a new supplement brand, we don’t just place it on shelves. We educate consumers about the product through targeted campaigns, work with local influencers and wellness experts, and create compelling in-store experiences. We build loyalty programs and subscription models that keep customers coming back.
We’ve helped supplement brands go from zero presence in Asia to thousands of monthly subscribers within their first year. But what I’m most proud of is the brand integrity we maintain. Our partners know that when their products reach customers through OG Global, they’re represented authentically and positioned for long-term success.
Q: What trends are shaping the future of the international supplement market?
OS: Personalization is huge. Consumers want supplements tailored to their specific needs—not generic multivitamins. We’re seeing growth in DNA-based nutrition, customized supplement stacks, and products targeting niche wellness goals.
Sustainability and ethics matter more than ever. Clean sourcing, eco-friendly packaging, and transparent supply chains aren’t nice-to-haves—they’re requirements for premium brands.
And digital integration is transforming how supplements are sold. E-commerce, subscription models, and direct-to-consumer channels are expanding rapidly across Asia. Brands that combine strong online presence with strategic retail placement will dominate.
Q: Final advice for supplement brands considering global expansion?
OS: Don’t wait for the “perfect moment.” The international supplement market is growing fast, and early movers have a significant advantage. But don’t rush in unprepared.
Work with partners who understand both the science and the strategy—people who can navigate regulatory complexity, build authentic retail relationships, and invest in your long-term success.
At OG Global, we believe in responsible market expansion and brand integrity. We don’t believe in one-size-fits-all distribution. Every partnership is tailored to protect the founder’s vision while adapting thoughtfully to local market dynamics.
If you’re building something exceptional and ready to scale globally, let’s talk. The opportunity in Asia and Israel is massive—but only for brands that do it right.
About Ofri Shaysh
Ofri Shaysh is Co-Founder and Co-CEO of OG Global Import, specializing in full-service distribution for premium wellness, beauty, and supplement brands across Israel, Hong Kong, and Southeast Asia. Under his leadership, OG Global has built a reputation for responsible market expansion, regulatory expertise, and sustainable brand growth across over 5,000 points of sale.
Ready to expand your supplement brand globally? Contact OG Global Import to learn how we can help you navigate regulatory requirements, secure strategic retail placement, and build lasting customer loyalty in Asia and Israel.
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