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Health Supplements - China - November 2018

“Parents have the intention to purchase health supplements for their children, especially probiotic supplements. Brands should develop a professional and international brand image to earn consumers’ trust, particularly since e-commerce is emerging. Enhancing product options and innovations is also important to attract consumers.”
– Vicky Zhou, Research Analyst

This report looks at the following areas:

  • Opportunity for probiotic supplements
  • The importance of online channels
  • How can offline channels maintain consumers?

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Subgroup Definitions (by Monthly Personal Income):
        • Executive Summary

            • The Market
              • Figure 1: Best- and worst-case forecast of total value sales of health supplement market, China, 2013-23
            • Companies and Brands
              • Figure 2: Market share of leading companies in health supplement market, China, 2016-17
            • The Consumer
              • Strong demand for probiotic supplements, especially for kids and young consumers
                • Figure 3: Health supplements purchased in the last 12 months, July 2018
              • More than half now buy online
                • Figure 4: Purchasing channel of health supplements in the last 12 months, July 2018
              • By-health and Amway have strong channel performance
                • Figure 5: Top 10 brands purchased in the last 12 months, by channel, July 2018
              • Getting products immediately weighs more than in-store experience
                • Figure 6: Offline shopping drivers, July 2018
              • Convenience and perceived low price drive consumers to shop online
                • Figure 7: Online shopping drivers, July 2018
              • Attitudes towards probiotic supplements, beauty supplements and brands origins.
                • Figure 8: Attitudes towards probiotic supplements, July 2018
                • Figure 9: Attitudes towards beauty supplements, July 2018
                • Figure 10: Attitudes towards brand origins, July 2018
              • What we think
              • Issues and Insights

                • Opportunity for probiotic supplements
                  • The facts
                    • The implications
                      • Figure 11: Example of probiotic supplements targeting seniors
                      • Figure 12: Example of probiotic supplements targeting young consumers in the US
                      • Figure 13: New beauty benefit functional claim of digestive & detoxifying treatments and vitamins & dietary Supplements launch, US, Japan and China, January 2017 – October 2018
                      • Figure 14: Examples of probiotic supplements targeting kids
                      • Figure 15: Example of probiotic supplements targeting on-the-go occasions, US
                    • The importance of online channels
                      • The facts
                        • The implications
                          • Figure 16: Keylid running through Yangzi River activity, China, 2018
                        • How can offline channels maintain consumers?
                          • The facts
                            • The implications
                              • Figure 17: Amway experience store, Beijing
                              • Figure 18: Infinitus AR and health detectors experience, China
                              • Figure 19: JD Supermarket nostalgic subway trains, China, 2018
                              • Figure 20: By-health health management program, China
                          • The Market – What you need to know

                            • Sustained growth in all segments
                              • Multi-party fertilisation of the market
                              • Market size and forecast

                                • Stable growth continues
                                  • Figure 21: Best- and worst-case forecast of total value sales of health supplement market, China, 2013-23
                              • Market Factors

                                • More aging population
                                  • Kids and pregnant women also driving demand
                                    • Sub-health issues driving adult market
                                      • Purchase of imported products made easier by cross-border e-commerce
                                        • Figure 22: Tmall Global Health Supplement Trace Program
                                      • Online platforms team up with pharmacies
                                        • Rectify direct-selling and marketing to bring more transparency
                                          • More standardised regulation of function claims
                                          • Market Segmentation

                                            • Dietary supplements lead the total market growth
                                              • Figure 23: Total value sales of health supplements, by segment, China, 2013-18 (est)
                                            • Vitamins
                                              • Figure 24: Best- and worst-case forecast of total value sales of vitamin market, China, 2013-23
                                            • Minerals
                                              • Figure 25: Best- and worst-case forecast of total value sales of mineral market, China, 2013-23
                                            • Dietary supplements
                                              • Figure 26: Best- and worst-case forecast of total value sales of dietary supplement market, China, 2013-23
                                          • Key Players – What you need to know

                                            • Fierce competition continues
                                              • Embracing online channels and experiences
                                              • Market share

                                                • Direct-selling dependent companies are losing share
                                                  • Fiercer competition with a long tail of small players
                                                    • Figure 27: Market share of leading companies in health supplement market, China, 2016-17
                                                  • Who’s doing well?
                                                    • What products sold more on e-commerce platforms?
                                                      • Figure 28: Top 10 items on domestic ecommerce platforms* (based on value sales), China, 2017
                                                      • Figure 29: Top 10 items on cross-border ecommerce platforms* (based on value sales), China, 2017
                                                  • Competitive Strategies

                                                    • Enhance online channels
                                                      • International brand image
                                                        • Cater to younger consumers
                                                          • Figure 30: 21 Super-Vita marketing
                                                      • Who’s Innovating?

                                                        • Bone, brain & nervous system are areas for growth
                                                          • Figure 31: New vitamin and dietary supplements launch, by functional claim, China, January 2017 - October 2018
                                                        • Capsules become more popular
                                                          • Figure 32: New vitamin and dietary supplements launch, by format type, China vs Global, January 2017 – October 2018
                                                        • More formats
                                                          • Figure 33: New health supplement launches with new format, UK and Vietnam, 2017-18
                                                        • BPC brands expand to health supplement category
                                                          • Figure 34: New beauty supplement launches by skincare brands, US, 2017-18
                                                        • Boosting beauty from hair to toe
                                                          • Figure 35: New health supplement launches targeting specific body spots, UK and US, 2018
                                                        • Probiotic supplements
                                                          • Figure 36: New probiotic supplement launches, China and New Zealand, 2017
                                                        • Sports nutrition
                                                          • Figure 37: New sports nutrition launches, Sweden and Japan, 2018
                                                        • Anti-pollution claim
                                                          • Figure 38: New health supplement launches with anti-pollution claim, US, 2018
                                                      • The Consumer – What you need to know

                                                        • Rising usage for self-consumption
                                                          • Offline channels also appeal to young consumers
                                                            • Diverse brands in market
                                                              • No need to wait for products drives offline channels
                                                                • Convenience and niche brands encourage consumers to buy online
                                                                  • Probiotic supplements more effective than yogurt
                                                                  • Purchased Health Supplements

                                                                    • Self-consumption is increasing
                                                                      • Figure 39: Health supplements purchased in the last 12 months, 2018 vs 2017
                                                                    • Probiotic supplements have broad consumer base
                                                                      • Figure 40: Health supplements purchased in the last 12 months, July 2018
                                                                      • Figure 41: Probiotic supplements purchased in the last 12 months, July 2018
                                                                  • Purchasing Channel

                                                                    • Drugstores/pharmacies is the top channel for purchasing health supplements
                                                                      • Figure 42: Purchasing channel of health supplements in the last 12 months, July 2018
                                                                    • No big difference for gifting occasion…
                                                                      • …and neither for western supplements and TCM supplements
                                                                        • Figure 43: Purchasing channel of health supplements in the last 12 months, by purchased health supplements, July 2018
                                                                      • Young adults and over-50s more reliant on drugstores
                                                                        • Figure 44: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
                                                                      • Buying offline for different reasons
                                                                        • Figure 45: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
                                                                      • Affluent consumers visit more overseas channels and fewer drugstores/pharmacies
                                                                        • Does direct-selling appeal to high earners?
                                                                          • Figure 46: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
                                                                        • More cross-channel shopping in tier one cities
                                                                          • Figure 47: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
                                                                        • Online and offline coexist
                                                                          • Figure 48: TURF analysis of purchasing channel of health supplements in the last 12 months, July 2018
                                                                      • Purchased Brands by Channel

                                                                        • By-health domains domestic market
                                                                          • Figure 49: Top 4 brands purchased in the last 12 months, by channels, July 2018
                                                                        • By-health is perceived as an international brand sold on overseas online shopping sites
                                                                          • Figure 50: Top 10 brands purchased in the last 12 months, by channels, July 2018
                                                                        • Dispersive market with long tail
                                                                          • Melatonin and Yangshengtang capture young adult’s attention
                                                                            • Figure 51: Top 10 brands purchased from offline channels in the last 12 months, by select demographics, July 2018
                                                                          • Amway and Nutrilite appeal to different age groups
                                                                          • Offline Shopping Drivers

                                                                            • Getting the right, authentic product immediately
                                                                              • Figure 52: Offline shopping drivers, July 2018
                                                                            • Avoiding knockoffs is important for offline shoppers only
                                                                              • Figure 53: Top five reasons for shopping offline (offline shoppers only), July 2018
                                                                            • Instantaneity and sales advice especially to elder consumers
                                                                              • Figure 54: Offline shopping drivers, by select demographics, July 2018
                                                                            • How to attract affluent consumers to physical stores?
                                                                              • Figure 55: Offline shopping drivers, by select demographics, July 2018
                                                                          • Online Shopping Drivers

                                                                            • Convenience and perception that online is cheaper
                                                                              • Figure 56: Online shopping drivers, July 2018
                                                                            • Convenience is not the top driver for online shoppers only
                                                                              • Figure 57: Top five reasons for shopping online (online shoppers only), July 2018
                                                                            • Don’t trust online channels but still using
                                                                              • Figure 58: Online shopping drivers, July 2018
                                                                            • Younger consumers looking for niche products
                                                                              • Figure 59: Online shopping drivers, by select demographics, July 2018
                                                                          • Attitudes towards Health Supplements

                                                                            • Probiotic supplements or yogurt?
                                                                              • Figure 60: Attitudes towards probiotic supplements, July 2018
                                                                              • Figure 61: Shanxianwei probiotic supplement education
                                                                              • Figure 62: New probiotic healthcare launch, by format, China vs Global, January 2017 – October 2018
                                                                            • Consumers aged 50-59 are more positive towards probiotic supplements
                                                                              • Figure 63: Attitudes towards probiotic supplements (effectiveness), by select demographics, July 2018
                                                                              • Figure 64: Attitudes towards probiotic supplements (convenience), by select demographics, July 2018
                                                                            • Majority consumers believe the effect of beauty supplements
                                                                              • Figure 65: Attitudes towards beauty supplements, July 2018
                                                                              • Figure 66: HUM Nutrition Collagen Pop, US, 2018
                                                                            • Early 20s and over-50s are most likely to believe beauty supplements can work
                                                                              • Figure 67: Attitudes towards beauty supplements, by select demographics, July 2018
                                                                            • Imported products win more trust
                                                                              • Figure 68: Attitudes towards brand origins, July 2018
                                                                            • But younger consumers are showing more confidence in domestic brands
                                                                              • Figure 69: Attitudes towards brand origins, by select demographics, July 2018
                                                                            • Food formats perceived as safer and more effective simultaneously
                                                                              • Figure 70: Attitudes towards health supplements made into food format, July 2018
                                                                              • Figure 71: Vitafusion SleepWell Sugar Free Gummy Adult Sleep Support Dietary Supplement
                                                                            • Effect outweighs taste
                                                                              • Figure 72: Attitudes towards taste of health supplements, July 2018
                                                                            • Prevent illness rather than treat illness
                                                                              • Figure 73: Attitudes towards health supplements, July 2018
                                                                          • Meet the Mintropolitans

                                                                            • Mintropolitans shop at more channels
                                                                              • Figure 74: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
                                                                            • Offline experience matters to Mintropolitans
                                                                              • Figure 75: Offline shopping drivers, by select demographics, July 2018
                                                                            • Efficiency drives Mintropolitans to purchase online
                                                                              • Figure 76: Online shopping drivers, by select demographics, July 2018
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 77: Total value sales of health supplement market, China 2013-23
                                                                          • Appendix – Market Segmentation

                                                                              • Figure 78: Total value sales of vitamin market, China 2013-23
                                                                              • Figure 79: Total value sales of mineral market, China 2013-23
                                                                              • Figure 80: Total value sales of dietary supplement market, China 2013-23
                                                                          • Appendix – Word Cloud of Purchased Brands

                                                                              • Figure 81: Brands purchased from offline channels in the last 12 months, July 2018
                                                                              • Figure 82: Brands purchased from domestic comprehensive online shopping websites in the last 12 months, July 2018
                                                                              • Figure 83: Brands purchased from overseas online shopping websites in the last 12 months, July 2018
                                                                              • Figure 84: Brands purchased from Daigou in the last 12 months, July 2018
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                Health Supplements - China - November 2018

                                                                                US $4,460.00 (Excl.Tax)