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Health Supplements - China - October 2015

“The health supplements market is forecast to grow at a steady pace thanks to the positive social economic environment. Further growth opportunity exists in answering the increasingly diverse consumer needs, ie health supplements are not just health-keeping measures, but also for living a better life.”
– Karen Liu, Senior Research Analyst

This report looks at the following areas:

  • Making health supplements food-like
  • An emerging trend that consumers are using supplements to fulfil the need of looking good
  • Health supplements for senior people

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Table of contents

  1. Overview

    • What you need to know
      • Definition
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • Figure 2: Retail market value of health supplements, China, 2010-20
            • Figure 3: Retail value share of health supplements, by segment, China 2010-15
          • Companies and brands
            • Figure 4: Value share of top 10 companies in health supplements retail market, 2013 and 2014
          • The consumer
            • Consumers are not just taking health supplements to deal with current health issues
              • Figure 5: Current health status, June 2015
            • Senior people are core users of health supplements
              • Figure 6: Who health supplements were purchased for in the last 12 months, by age, June 2015
            • Consumers expect health supplements to make them look good
              • Figure 7: Purchase purpose for self/family, June 2015
            • Pharmacy/healthcare stores still dominate health supplements purchasing, but online is catching up
              • Figure 8: Purchase channel of health supplements, June 2015
            • Consumers are function-driven when purchasing online, but brand reputation matters for elderly males
              • Figure 9: Most used product search method, June 2015
            • Health supplements from overseas are perceived to offer a wider product range and higher quality at a good price
              • Figure 10: Attitudes towards buying health supplements from overseas, June 2015
            • What we think
            • Issues and Insights

              • Making health supplements food-like
                • The facts
                  • The implications
                      • Figure 11: Picture of Nin Jiom lozenge
                    • An emerging trend that consumers are using supplements to fulfil the need of looking good
                      • The facts
                        • The implications
                          • Health supplements for senior people
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • The market value of health supplements reached nearly RMB 100 billion in 2014
                                  • Increasing health consciousness encourages further growth
                                    • Competition from other ways to stay healthy may hinder growth
                                    • Market Size and Forecast

                                      • Health supplements market grows steadily
                                        • Figure 12: Retail market value of health supplements, China, 2010-15
                                      • Health supplements market is forecast to grow at a CAGR of 7.9%
                                        • Figure 13: Retail market value of health supplements, China 2010-20
                                    • Market Factors

                                      • Government policy encourages promising future of health supplements
                                        • Newly amended legislation regulates the market
                                          • Urbanisation, an ageing population and concerns about the environment encourage consumers to take health supplements
                                            • But most consumers still prefer lifestyle improvements to taking supplements for wellness maintenance
                                              • The deep-rooted TCM philosophy is a double-edged sword
                                              • Market Segmentation

                                                • Dietary supplements market accounts for the highest value share but has the lowest CAGR
                                                  • Figure 14: Retail market value of China health supplements market, by segment, 2010-15
                                              • Key Players – What You Need to Know

                                                • A more fragmented market resulting from diverse consumer needs
                                                  • Key players are active in innovation to answer the evolving consumer needs
                                                    • New product launches focus on alleviating drug-like concerns, but see more room for innovation on appealing benefits
                                                    • Market Share

                                                      • The market is fragmented as consumer needs are diverse
                                                        • Figure 15: Value share of top 10 companies in health supplements market, 2013 and 2014*
                                                        • Figure 16: Star products of top 10 companies
                                                      • Foreign and domestic companies have different strengths
                                                      • Competitive Strategies

                                                        • Product innovation meets evolving consumer needs
                                                          • Pfizer Inc.
                                                              • Figure 17: Products of Centrum Pro Nutrient series, China
                                                            • Shandong Dong-E E-jiao Co., Ltd.
                                                              • Figure 18: Pictures of E-jiao paste and E-jiao pastry
                                                            • Unique brand positioning to differentiate from others
                                                              • Amway Co., Ltd.
                                                                • Yang Sheng Tang Pharmaceutical Co., Ltd.
                                                                  • Health supplements meeting internet
                                                                    • Figure 19: Tmall store of Twelve Skeps
                                                                • Who’s Innovating?

                                                                  • New varieties surpass new product launches in 2015
                                                                    • Figure 20: Health supplements new product launches, by launch type, China, 2013-15
                                                                  • Botanical/Herbal claim sees a growing trend
                                                                    • Figure 21: Health supplements new product launches, by top 10 claims, China, 2013-15
                                                                    • Figure 22: Examples of health supplements launches with botanical/herbal claims, China
                                                                  • The market calls for more health supplements in food-like formats
                                                                    • Figure 23: Health supplements new product launches, by format, China, UK and US, 2013-15
                                                                    • Figure 24: Examples of health supplements launched in food-like format, global
                                                                  • Few products are being launched to answer consumers’ evolving needs
                                                                    • Figure 25: Health supplements new product launches, by selected claims, China and global, 2013-15
                                                                  • Health supplements as sleeping aids
                                                                    • Figure 26: Examples of health supplements launches with sleep quality claims, global
                                                                  • To make you look good
                                                                    • Figure 27: Examples of health supplements launches with antioxidant claims, China and global
                                                                    • Figure 28: Examples of health supplements launches with beauty benefits claims, China and global
                                                                    • Figure 29: Examples of health supplements launches with energising claims, global
                                                                  • Room to develop health supplements for senior people
                                                                    • Figure 30: Health supplements for senior people (over-55s) new product launches, by top 10 claims, China, 2013-15 (Sept)
                                                                    • Figure 31: Examples of health supplements launches for over-55s with heart and brain benefit claims, global
                                                                • The Consumer – What You Need to Know

                                                                  • Consumers are not just taking supplements to deal with current health issues
                                                                    • Consumers are using health supplements for improving sleep quality and heart/cardio health
                                                                      • Consumers expect health supplements to make them look good
                                                                        • Consumers perceive superiority of health supplements from overseas
                                                                        • Current Health Status

                                                                          • Over-40s are less confident about their overall health status
                                                                            • Figure 32: Current health status, June 2015
                                                                          • 30% of consumers who are “very healthy” have also bought supplements for self-usage
                                                                            • Figure 33: Health supplements purchased “for myself” in the last 12 months, by current health status, June 2015
                                                                        • Who Health Supplements Were Purchased For

                                                                          • Consumers buy health supplements not just for themselves
                                                                            • Figure 34: Who health supplements were purchased for in the last 12 months, June 2015
                                                                          • Self-buyers of health supplements have high health consciousness
                                                                            • Figure 35: % of consumers who think they are “very healthy” or “healthy” and those who buy health supplements for themselves, by age and gender, June 2015
                                                                        • Purchase Purpose for Self/Family

                                                                          • Immunity improvement is still the primary reason for purchase…
                                                                            • Figure 36: Purchase purpose for self/family, June 2015
                                                                          • …but health supplements are also used for other health benefits
                                                                            • Need to look good is the white space
                                                                              • Figure 37: Percentage of newly launched health supplements with selected claims, China, US and UK, 2012-14
                                                                          • Purchase Channel

                                                                            • Pharmacy/healthcare stores still dominate but online is catching up
                                                                              • Figure 38: Purchase channel of health supplements, June 2015
                                                                            • Overseas purchase attracts 25-39-year-olds with high income from tier one cities
                                                                            • Online Buying Behaviour

                                                                              • By target group and product function are the most common product searches
                                                                                • Figure 39: Most used product search method, June 2015
                                                                              • Males aged 30-49 are more likely to look directly for brand/product name
                                                                                • Consumers tend to buy popular products
                                                                                • Attitudes towards Health Supplements

                                                                                  • Health supplements should be an integral part for people to achieve a healthy lifestyle
                                                                                    • Figure 40: Attitudes towards health supplements, June 2015
                                                                                  • Less doubt on product effectiveness, while drug image continues to hinder growth
                                                                                    • Figure 41: Attitudes towards health supplements (continued), June 2015
                                                                                  • Opportunities for health supplements to tap into the beauty market
                                                                                    • Figure 42: Attitudes towards health supplements (continued), June 2015
                                                                                  • Imported health supplements are perceived to offer a wider product range and be of higher quality
                                                                                      • Figure 43: Attitudes towards health supplements (continued), June 2015
                                                                                    • Buying health supplements from overseas is value for money
                                                                                      • Figure 44: Attitudes towards health supplements (continued), June 2015
                                                                                  • Meet the Mintropolitans

                                                                                    • Mintropolitans use health supplements as a necessary step to manage health
                                                                                      • Figure 45: Who health supplements were purchased for in the last 12 months, by consumer classification, June 2015
                                                                                    • Mintropolitans seek more advanced benefits from health supplements
                                                                                      • Figure 46: Purchase purpose for self/family, by consumer classification, June 2015
                                                                                    • 38% of Mintropolitans have bought from overseas compared to 19% among Non-MinT
                                                                                      • Figure 47: Purchase channel, by consumer classification, June 2015
                                                                                      • Figure 48: Attitudes towards health supplements (any agree), by consumer classification, June 2015
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 49: China health supplements market, total retail value sales, by segment, 2010-20*
                                                                                  • Appendix – Market Segmentation

                                                                                      • Figure 50: Retail value sales of vitamins, China, 2010-20
                                                                                      • Figure 51: Retail value sales of minerals, China, 2010-20
                                                                                      • Figure 52: Retail value sales of dietary supplements, China, 2010-20
                                                                                  • Appendix – Methodology and Abbreviations

                                                                                    • Methodology
                                                                                      • Fan chart forecast
                                                                                        • Mintropolitans
                                                                                          • Why Mintropolitans?
                                                                                            • Who are they?
                                                                                              • Figure 53: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                              • Figure 54: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                            • Abbreviations

                                                                                            Companies Covered

                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                            Health Supplements - China - October 2015

                                                                                            £3,170.69 (Excl.Tax)