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# Research Report on the Consumption Trend of NMN Health Products in Singapore over the Past Five Years
## Google Trends Data Analytics
The popularity trend of Google searches for "NMN" in Singapore over the past five years is shown in the chart above. As can be seen from the chart, searches related to "NMN" have generally shown a significant upward trend since 2019, with a notable increase in local time points in recent years. In particular, there was the first significant growth inflection point in mid-2020. Since then, although there have been minor fluctuations, it has remained at a high level overall. During 2022-2024, the search volume has steadily climbed further, reaching its peak in 2024. This trend reflects the growing consumer attention NMN has received in Singapore ** in recent years. In terms of year-on-year growth, search volumes have risen significantly each year - for example, the average search volume in 2024 has increased several times compared to 2019, indicating a rapid rise in public interest.
Combined with the analysis of relevant keywords, the rising search volume for NMN in Singapore is closely related to the growing demand for "anti-aging". Some related search terms include "anti-aging supplement" * (anti-aging health supplement), indicating that users are searching for NMN while also paying attention to broad anti-aging products. In addition, terms such as "Nicotinamide Mononucleotide" (the full chemical name of NMN) and * "NAD+" (a coenzyme enhanced by NMN) also have some search popularity, indicating that some users have a popular science awareness and are concerned about the scientific mechanism of NMN. According to regional market experience, the core consumer group of such anti-aging health products is often middle-aged people who seek to "delay aging" - for example, research indicates that the main consumers in the Hong Kong market are women aged 40-50. From this, it can be inferred that in the profile of people interested in NMN in Singapore, those aged middle-aged and above, who are health-conscious and beauty-conscious, have a relatively high proportion.
A further look at the **time points of search popularity** reveals that several key periods of rising NMN popularity are often associated with **international or regional events**. For example, the surge in popularity around 2020 May be related to the increased academic and media coverage of NMN's anti-aging effects at that time; Another example is the rise in search volume in mid-2023, which may have been influenced by **regulatory dynamics in China** (such as China's announcement of a ban on NMN as a food additive) and **celebrity effect**. When NMN became a topic in the surrounding areas, local search interest in Singapore also increased. This also serves as a reminder of the impact of regional news on local consumer attention.
Meanwhile, **relevant search terms and user interests** also reflect the specific aspects that consumers are concerned about. The associated queries from Google Trends suggest that questions frequently searched by users in Singapore include "the efficacy and function of NMN", "side effects or safety of NMN", "NMN price/where to buy", etc. This suggests that in addition to whether NMN can delay aging, users are also concerned about its actual effects, safety and reliability, and access. These search behaviors are in line with the hot topics of discussion on social media, which will be further analyzed through Twitter data below.
## Twitter social discussion data analysis
**Image:** Cloud of keywords on NMN topics on Singapore's Twitter over the past five years. The most prominent words in the discussion include "anti-aging", "longevity", "energy", "supplement", etc. This reflects that users' concerns are mainly focused on NMN's anti-aging benefits, energy enhancement, and its role as a nutritional supplement. In addition, words such as "NAD+", "cells", and "health" are also prominent, indicating that much of the discussion involves the mechanism by which NMN improves health at the cellular level.
According to the trend of Twitter discussions, the volume of discussions about NMN has generally increased over the past five years, largely in line with the search trend. **Early (2018-2019)** only a few professionals or longevity enthusiasts mentioned NMN; **After 2020**, as NMN gained popularity , there was a significant increase in related discussions on Twitter, and the topic's popularity rose sharply. Some media reports indicate that NMN has become a popular topic on social media, for example, there are more than 230,000 posts under the #NMN hashtag on Instagram. It was also during this period that discussions among users in Singapore on Twitter began to "get active". The discussions covered a wide range of topics: sharing of research progress, exchanging personal experiences, and spreading marketing and news reports. Especially at some key event points (such as the release of NMN-related research, mainstream media coverage, or famous people talking about NMN), Twitter discussions reach their peak, with many users participating in the discussions or retweeting comments, making NMN a hot topic for a while.
**Tweet topic trends** By analyzing the content of tweets, the main **topic evolution** of NMN discussions on Twitter over the past few years can be extracted:
**Scientific research and efficacy discussion: **
Many users share the latest scientific research progress and popular science content of NMN. *In mice, NMN improves the health of the gut lining...* (In mice, NMN improved the health of the gut lining, which is crucial for maintaining health during aging)" These analogues, often tagged with #longevity, #health, etc., discuss the mechanism by which NMN boosts NAD+ levels to support cellular repair and metabolism. This indicates that a considerable part of the discussion is focused on the anti-aging mechanisms and scientific basis of NMN, with an overall neutral and rational tone, mainly popular science and information sharing.
**Personal experience and effect feedback:**
As the number of NMN users grows, some consumers share their personal experiences on Twitter. For example, a user in Singapore wrote in a tweet: "*After almost 30 hours trip... Our NMN really help me keep energetic in \[a] tiring economy cabin* "(after nearly 30 hours of travel... Our company 's NMN really kept me energetic in the tired economy cabin). The location of this 2024 tweet, marked as East Singapore, reflects the real experience of NMN being used to "relieve fatigue and boost energy". Another example is that users have reported improved sleep quality and more energy during the day after taking NMN for a period of time. Such analogies are often positive in tone, affirming the effects of NMN and reflecting the confidence and expectations of ordinary consumers for NMN.
**Brand promotion and product information:**
In recent years, with the rising commercial popularity of NMN, many health supplement brands and retailers have also been active on social media platforms, with Twitter filled with product advertisements and soft promotion content. For example, a local skincare brand account posted: "*Enhance your skincare routine with our latest... * "(Strengthen your skincare routine with our latest products...) And tag #NMN, #NMNskincare, #dnarepairlifting, etc. to promote the anti-aging effects of NMN in skincare. Some international NMN brands, such as Mirai Lab, RevGenetics, etc., also posted messages to the Singaporean audience via Twitter, introducing information or promotional activities about their products entering the Singaporean market. The discussion was reflected in a large number of **marketing-oriented tweets**, including product efficacy claims, discount information, celebrity endorsements, etc. Notably, in 2024, there was a case in Singapore where a local celebrity endorsed an NMN product - Singaporean actor Li Nanxing became an ambassador for an NMN brand and publicly shared his experience of using it. Such news also sparked discussions and retweets on Twitter, further boosting the popularity of NMN.
**Quality and Regulatory Discussion:**
As the NMN market expands, some users are beginning to focus on product quality and regulatory developments. In early 2024, a study by the National University of Singapore examined the active ingredient content of 18 NMN supplements sold locally and found that the actual NMN content of most products was lower than indicated. After the news spread within the industry and on social media, it sparked heated discussions among users about the authenticity of NMN products. There were tweets discussing the study, and even NMN brands cited the results for promotion: "Some brands won in this NMN content test" (such as RevGenetics emphasizing on Twitter that its products met the content standards). In addition, **international regulatory news** (such as the US FDA's exclusion of NMN from dietary supplements in 2022 and China's customs ban on NMN food entry) also became a topic of discussion on Twitter. Some users retweeted the news and commented, questioning whether the inconsistent status of NMN in different countries/regions implies questionable safety, or concerned about the impact of stricter regulation on product supply. These discussions carry a certain degree of concern and doubt, but there are also rational voices pointing out that regulation is more of a change in legal positioning rather than a direct denial of NMN's safety.
Overall,
**User emotions (emotional tendencies)**
in Twitter discussions present a pattern of **mixed but mainly positive**. Most of the tweets are positive or neutral, focusing on the potential benefits of NMN and sharing experiences; Among them, the **positive sentiment** tweets highlighted anti-aging success stories and expressed aspirations for "immortality" or "anti-aging". For example, some users called NMN "the source of youth" and expected health improvements from long-term use. **Neutral sentiment** tweets often cite scientific research and objectively introduce product information without obvious subjective bias. At the same time, there were also some negative/skeptical voices: some netizens questioned the actual effect of NMN, believing it was exaggerated; There are also people joking that NMN is a "tax on intelligence" (an ineffective product that pays for psychological comfort), and even comparing it to a scam. For instance, there are posts on Chinese social media platforms that say, "There is no elixel in the world," suggesting that the NMN craze is more of a capital hype. This suggests that despite the popularity of NMN, there is still a rational and cautious side in the consumer group, demanding more evidence to prove its efficacy.
**Evolution of Hashtags:**
hashtags related to NMN have also grown and changed in Twitter discussions over the past five years. In the early days, only scattered #NMN hashtags were used. By around **2020**, as the discussion heat rose, the content under #NMN hashtags gradually enriched and formed communities. At the same time, some broader tags such as #antiaging, #longevity, and #healthyageing also appeared frequently in related tweets. On the one hand, the use of these tags indicates that users discussing NMN tend to be concerned about overall anti-aging as well; On the other hand, the popularity of these tags has further driven the NMN content to reach a wider audience in the longevity field. In addition, ** vertical segmentation tags ** are also on the rise. For example, there are hashtags like #NMNskincare for the application of NMN in the beauty field, and hashtags like #NAD+ and #DNArepair for the mechanism of action of NMN. The evolution of these derivative hashtags reflects the ** depth and diversity ** of the NMN discussion: from discussing NMN itself alone to exploring its relationship with beauty, with other anti-aging substances such as NAD+ precursors, resveratrol, etc., and comparing products from different brands. Overall, the use of hashtags has made it easier for NMN discussions to be aggregated by topic and has also helped manufacturers find their target audiences on social media for marketing.
To sum up, discussions about NMN on Singapore's social media (represented by Twitter) have gone through a process of "from nothing to something, from shallow to deep" over the past five years: initially there were only professional discussions, and then gradually moved into the public eye, with discussions extending from scientific principles to personal experiences and market phenomena. User sentiment is dominated by expectations and recognition of NMN's efficacy, but also accompanied by caution and skepticism. The main topic has always revolved around the core of "anti-aging and longevity", and has expanded to discussions on product quality, cost-effectiveness, and actual efficacy. Such a social public opinion ecosystem provides valuable user insights for NMN-related enterprises, which will help them develop more targeted marketing strategies.
## Actionable suggestions
Based on the above analysis of Google search trends and Twitter discussions, we present the following actionable suggestions for NMN brands' marketing decisions in the Singapore market:
**Advertising Timing** :
Seizing the opportunity when the topic of NMN is highly popular for marketing can achieve twice the result with half the effort. In terms of trends, there was a significant increase in interest in NMN in the Singapore market around 2020 and 2023. This may be related to factors such as the publication of related research results and media coverage during those periods. It is recommended that enterprises keep an eye on industry developments: **When there are major news, research breakthroughs or policy changes in NMN**, increase marketing investment and topic operation in a timely manner to ride the heat. For example, publish positive research results in authoritative journals, the month when famous figures publicly mention NMN, increase advertising exposure and social media content push. In addition, at the beginning of each year when people focus on health and wellness and make anti-aging plans for the New Year, as well as during the peak period of health and wellness topics that may occur in the middle of the year, there are also good opportunities to advertise NMN products. Overall, the current (2024-2025) NMN attention is at a high level and is still growing, and ** early planning ** will give you a head start. But at the same time, avoid promoting it rashly when negative news emerges. It's better to wait for clarification and explanation to follow up to prevent the promotion effect from being disturbed by public opinion.
**The selling points that users are interested in:**
Research shows that consumers in Singapore are interested in NMN mainly because of its selling points such as delaying aging and enhancing vitality. Therefore, marketing messages should revolve around these core values and highlight the scientific effects of NMN on anti-aging. For example, emphasize that NMN promotes cell repair by increasing NAD+ levels, thereby helping to improve fatigue, boost energy, and enhance metabolism, etc. Such efficacy points are highly attractive to users. But be careful about the way: cite **authoritative research data** and cases to support the selling point, rather than exaggerating the promotion. You can draw on Li Nanxing's endorsements by having well-known, healthy public figures share their experiences of the energy and health improvements NMN has brought to them to increase the persuassiveness. Meanwhile, consumers are also concerned about the ** safety and quality ** of NMN products. In response to this, companies should make it clear in their promotion that their products have undergone strict quality tests and certifications (such as purity tests, compliance with Singapore's HSA standards, etc.) and, if necessary, cite market issues revealed by the NUS research institute to contrast with the reliability of their own products, in order to eliminate consumers' concerns. Many users attach great importance to "buying genuine products with sufficient effective content", and ensuring quality information can build brand credibility.
**Marketing content and interaction strategy:**
Discussions on social media reveal that consumers also care about practical factors such as **price and service**. On the one hand, it is an undeniable fact that the price of NMN is currently high. Some manufacturers have announced on Twitter that they will cut the price of NMN by 20 percent to improve affordability for the general public. It is suggested that brands adopt flexible pricing and promotion strategies in the Singapore market, such as offering small trial packs, time-limited discounts, membership points redemption, etc., to lower the threshold for initial purchase, and emphasize the high purity, high efficiency and lasting value of the product to enhance the perception of cost performance. On the other hand, it is also important to actively interact with users through platforms such as Twitter. Based on topic analysis, users often ask questions such as "Which brand works well", "How to take the dosage", "is it safe to combine with other supplements?" Brands can respond to these concerns by Posting popular science Q&A, usage guides, expert interviews, etc. on their official accounts to build a professional image and increase user stickiness. In addition, using current popular hashtags (such as #antiaging, #longevity, etc.) to participate in discussions and moderately citing users' positive feedback (with users' permission) as promotional materials can make marketing content more relatable, integrated into user communities, and trigger secondary dissemination.
In summary, the NMN health supplement market in Singapore has shown a **rapid heating up** in recent years: both search and social popularity have risen, and consumers' interests are clear but also becoming more rational. Brands should adapt to this trend and deliver the right message to the right people at the right time. It should highlight the core selling point of NMN's anti-aging effect to meet users' desire to "stay young and energetic", while also focusing on quality and integrity to respond to users' concerns about effects and safety. Through data-driven marketing strategies and effective user communication, businesses are expected to win the trust of Singaporean consumers in this NMN craze and achieve steady growth in market performance.
**References:**
1. Tingmin Koe, * "NMN quality in question: A Singapore study calls for higher accuracy of labeled content" *, NutraIngredients-Asia, 2024.
2. Tingmin Koe, * "Nutrition Trends in Hong Kong: NMN Sales and Response to Local and Chinese Visitor Demand" *, NutraIngredients-Asia, 2024.
3. South China Morning Post, * "Are NMN supplements effective?" Biohacker Bryan Johnson et al. Using it for anti-aging "*, 2024.
4. Vincent Xue (@Vincentxuewebuy), Twitter post, 2024.
5. Jessie Ting (@Jezzitup), Twitter post, 2023.
6. Sandy Gwee (@sandy\_coupecuit), Twitter post, 2022.
7. Theemian News, "Is' elixir of life 'NMN going to cool down?" Report, 2023.
8. Press release on Li Nanxing endorsing NJHealth NMN, MediaOutreach, 2025.
9. DoNotAge announces price reduction via official Twitter, 2023.
