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Health Supplements - China - November 2017

“Growth in the health supplements market in China shows real promise, as health has never been more important to consumers. Consumers start to take supplements as a preventive measure, resulting in higher usage frequency. When introducing imported products, brands and companies should know more about Chinese consumers’ unique needs and expectations.”
– Cheryl Ni, Research Analyst: Food & Drink

This report looks at the following areas:

  • Relevant claims and intriguing forms of beauty supplements tailor-made for Chinese consumers
  • Potential of de-stressing supplements
  • Creating active image of seniors and using more common ingredients

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Definition
          • Figure 1: Mintel’s definition of different income groups, China
      • Executive Summary

          • The market
            • Further growth due to user expansion and usage increase
              • Figure 2: Retail market value of health supplements, China, 2013-17
              • Figure 3: Best- and worst-case forecast of retail health supplements market, by value, China, 2012-22
            • Demographic changes boosting the development of minerals
              • Key players
                • Fierce competition between local and foreign names
                  • Figure 4: Value share of leading companies within health supplements category, China, 2015-16
                • Probiotics as an opportunity in the category
                  • New formats to blur with snacks
                    • The consumer
                      • Health supplements become essential when entering one’s fifties
                        • Figure 5: Purchase of health supplements, by segment, China, July 2017
                      • Preventing disease is the top priority
                        • Figure 6: Purposes of buying health supplements, China, July 2017
                      • Opportunities in brain performance and beauty enhancing products
                        • Figure 7: Reasons for not buying health supplements, by type of products, China, July 2017
                      • Beauty supplements offering long-term skin care benefits are desired
                        • Figure 8: Credible beauty benefits, China, July 2017
                      • Self-explanatory terms build stronger connection with consumers
                        • Figure 9: Awareness/knowledge of health supplement ingredients, China, July 2017
                        • Figure 10: Association of health supplement ingredients, China, July 2017
                      • Lack of products in capsule and liquid forms
                        • Figure 11: Format of health supplements, China, July 2017
                      • What we think
                      • Issues and Insights

                        • Relevant claims and intriguing forms of beauty supplements tailor-made for Chinese consumers
                          • The facts
                            • The implications
                              • Figure 12: Products with claims relevant to Chinese consumers’ unique needs, US and France, 2017
                              • Figure 13: Dr David Jack Integrative Beauty, UK, 2017
                              • Figure 14: Beauty supplements resembling drinks, Japan, Croatia and South Africa, 2017
                              • Figure 15: Uni-President collagen drink in champagne flavour, Taiwan, 2015
                            • Potential of de-stressing supplements
                              • The facts
                                • The implications
                                  • Figure 16: Products featuring L-theanine explaining how it works, US and South Korea, 2016
                                  • Figure 17: Stress-relieving products using natural ingredients as main ingredients, US, Australia and Hungary, 2017
                                  • Figure 18: Sleep-aiding products with a hint of occasion on packaging, France and Japan, 2016-17
                                • Creating active image of seniors and using more common ingredients
                                  • The facts
                                    • The implications
                                      • Figure 19: Wang Deshun’s runway show, China, 2015
                                      • Figure 20: Seven Seas Perfect7 Man, UK, 2017
                                      • Figure 21: Products claiming to relieve menopause symptoms with common ingredients, Germany, Canada and India, 2017
                                  • The Market – What You Need to Know

                                    • Further growth of the category driven by usage expansion
                                      • Dietary supplements as the winning segment
                                      • Market Size and Forecast

                                        • Consumers are investing more in the category
                                          • Figure 22: Retail market value of health supplements, China, 2013-17
                                        • Further growth due to user expansion and usage increase
                                          • Figure 23: Best- and worst-case forecast of retail health supplements market, by value, China, 2012-22
                                      • Market Segmentation

                                        • Vitamins grow relatively slower
                                          • Figure 24: Best- and worst-case forecast of vitamins segment, by value, China, 2012-22
                                          • Figure 25: Products addressing urban life issues (eg “help energy production”), Australia and Netherlands, 2017
                                        • Demographic changes boosting the development of minerals
                                          • Figure 26: Best- and worst-case forecast of minerals segment, by value, China, 2012-22
                                        • Growth of protein nutrition supplements and a chance for TCM products
                                          • Figure 27: Best- and worst-case forecast of dietary supplements segment, by value, China, 2012-22
                                          • Figure 28: Products using typical TCM ingredient (eg goji berry), China, 2015
                                      • Market Factors

                                        • CFDA tightening regulations
                                          • Demographic change serving as a positive influence to the category
                                            • Adopting e-commerce to expand impact
                                              • From ‘curing’ to ‘preventing’
                                              • Key Players – What You Need to Know

                                                • Competition gets fiercer
                                                  • Importance of appropriate yet intriguing formats
                                                  • Market Share

                                                    • Local enterprises seeking foreign blood
                                                      • Figure 29: Value share of leading companies within health supplements category, China, 2015-16
                                                    • Leading player adopting key product strategy
                                                      • Foreign brands aggressively making progress in the Chinese market
                                                        • Figure 30: Comvita emphasises on the fact that it has gained official approval from CFDA, China, 2017
                                                    • Competitive Strategies

                                                      • Probiotics – borrow the craze from dairy category
                                                        • Figure 31: Probiotics products, China, 2017
                                                      • Emphasise naturalness – on-pack and through communication
                                                        • Figure 32: Product using food style packaging, UK, 2017
                                                        • Figure 33: Nutrilite sleep aid tablets, combining spina date seed and GABA, China, 2017
                                                        • Figure 34: Swisse blood orange campaign, China, 2017
                                                    • Who’s Innovating?

                                                      • Beauty supplements innovation from adjacent markets
                                                        • Figure 35: Vitamins and dietary supplements with select claims, by country, 2015-17(Oct)
                                                        • Figure 36: Products with beauty benefits, Japan, 2016-17
                                                        • Figure 37: Skin Doctors beauty supplements for dry skin and oily skin, UK, 2016
                                                      • Designated format for special using purpose and occasion
                                                        • Figure 38: Products targeting pre-workout occasion, Poland, Sweden and US, 2017
                                                      • Blurring health supplements and snacks
                                                        • Figure 39: Kit Kat Nodo Ame Aji, Japan, 2017
                                                    • The Consumer – What You Need to Know

                                                      • Fifty - the crucial point for health supplements
                                                        • Chinese consumers’ unique beauty-related needs
                                                          • Self-explanatory ingredient names leave deeper impression
                                                            • Capsule and liquid formats are well embraced
                                                            • Purchase of Health Supplements

                                                              • Mineral is the most popular type
                                                                • Figure 40: Purchase of health supplements, by segment, China, July 2017
                                                              • Consumers aged 25-39 are actively taking health supplements
                                                                • Health supplements become essential when entering one’s fifties
                                                                  • Figure 41: Purchase of health supplements, by gender and age, China, July 2017
                                                                • Dads in their thirties buying kids’ supplements
                                                                  • Figure 42: Purchase of health supplements, by gender and age, China, July 2017
                                                              • Purposes for Buying Health Supplements

                                                                • Preventing disease is the top priority
                                                                  • Figure 43: Purposes of buying health supplements, China, July 2017
                                                                • Specific needs of different age and gender groups
                                                                  • Figure 44: Products claim to be designed for women’s specific needs, UK and US, 2017
                                                                • Urging for better daily performance
                                                                  • Figure 45: Purposes of buying health supplements, China, 2015-17
                                                              • Reasons for Not Buying Health Supplements

                                                                • Opportunities in brain performance and beauty enhancing products
                                                                  • Figure 46: Reasons for not buying health supplements, by type of products, China, July 2017
                                                                • Improving the communication strategy of different products
                                                                  • Figure 47: Reasons behind consumers who have needs but are currently non-users of each purpose, China, July 2017
                                                                • Raise awareness of products that can target certain user groups
                                                                • Credible Beauty Benefits

                                                                  • Various skin care needs top the list
                                                                    • Figure 48: Credible beauty benefits, China, July 2017
                                                                  • Metabolism-related claims may have more opportunities in tier one cities
                                                                    • Figure 49: Credible beauty benefits, China, July 2017
                                                                  • Chinese consumers have distinctive beauty supplement needs
                                                                    • Figure 50: Ranking of select beauty benefits from health supplements that are valued by consumers, China, 2017 and UK, 2015
                                                                • Association of Health Supplement Ingredients

                                                                  • Self-explanatory terms build stronger connection with consumers
                                                                    • Figure 51: Awareness/knowledge of health supplement ingredients, China, July 2017
                                                                    • Figure 52: Supplements using curcumin with liver-related claims, Italy and Hungary, 2016-17
                                                                  • Secondary benefits of known ingredients are yet to be discovered
                                                                    • Figure 53: Association of health supplement ingredients, China, July 2017
                                                                    • Figure 54: Niche ingredients with clear on-pack image, South African, Germany and India, 2017
                                                                  • Females are more conscious of weight control and beauty enhancement
                                                                    • Figure 55: Association of health supplement ingredients, China, July 2017
                                                                • Format of Health Supplements

                                                                  • Lack of products in capsule and liquid forms
                                                                    • Figure 56: New launches of health supplements, by format, China, 2014-16
                                                                    • Figure 57: Format of health supplements, China, July 2017
                                                                    • Figure 58: Sleep-aiding drinks, US and Germany, 2017
                                                                  • Young females have distinctive preference on formats
                                                                    • Figure 59: Format of health supplements, China, July 2017
                                                                    • Figure 60: Dietary supplements in innovative formats, South Korea and Australia, 2017
                                                                • Meet the Mintropolitans

                                                                  • MinTs take health supplements for more purposes
                                                                    • Figure 61: Purchase of health supplements, by segment, China, July 2017
                                                                  • MinTs know more about niche ingredients
                                                                    • Figure 62: Awareness/knowledge of health supplement ingredients, China, July 2017
                                                                • Appendix – Market Size and Forecast

                                                                    • Figure 63: Value sales of China’s health supplements retail market, 2012-22
                                                                • Appendix – Market Segmentation

                                                                    • Figure 64: Value sales of China’s health supplements retail market, by segment, 2012-22
                                                                • Appendix – Methodology, Definition, and Abbreviations

                                                                  • Methodology
                                                                    • Fan chart forecast
                                                                      • Abbreviations

                                                                      Health Supplements - China - November 2017

                                                                      US $4,460.00 (Excl.Tax)