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Description

Description

Covered in this report

This Report covers health supplement products that are certified with either a National Medical License Number (国药准字号) or as a Health Supplement Food (保健食品) when collating the market size.

Among those with a National Medical License Number, only those products which are registered as OTC (over-the-counter) drugs are included in the market size, while those registered as prescription drugs are excluded.

The market segments include:

  • Vitamins – single vitamins and vitamin complexes (eg vitamins A, B, C, D, E, vitamin B complex).
  • Minerals – eg calcium, iron, zinc, selenium, magnesium.
  • Dietary supplements – including animal-based nutritional supplements (eg cod liver oil and ejiao), and plant-based nutritional supplements (eg garlic oil and spirulina tablets).

“Continuously rising awareness of disease prevention and the expanding ageing population will ensure the future growth of the health supplements market, but consumers’ concerns about reliability and effectiveness of health supplements are the biggest obstacles to brands’ further growth. It’s important to provide various communication channels and build deeper relationships with consumers. Upgrading products using premium ingredients and innovative formats could also help brands sharpen their competitive edge.”

- Roolee Lu, Research Analyst

This report will look at the following areas:

  • Key audience is high income consumers
  • Expand the popularity of beauty supplements among males
  • Tap into customisation for young people

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
        • Executive Summary

            • The market
              • Further growth expected due to national health strategy and market standardization
                • Figure 1: Best-and worst-case forecast of total value sales of health supplements market, China, 2014-24
              • Dietary supplements lead growth of health supplements category
                • Companies and brands
                  • Increased consolidation and expanded portfolios
                    • Full channel coverage in both online and offline
                      • Figure 2: Market share of leading companies in health supplements market, China, 2017-18
                    • The consumer
                      • Strong demand for probiotics from families with babies and children aged 4-12
                        • Figure 3: Usage of health supplements, by product type, China, July 2019
                      • Communication needed to reassure consumers
                        • Figure 4: Concerns about consumption, China, July 2019
                      • Interest in health supplements grows as income increases and age decreases
                        • Figure 5: Functions bought and interested in, China, July 2019
                      • Reference to reliable and professional information
                        • Figure 6: Information channel, China, July 2019
                      • Product outweighs packaging in gifting
                        • Figure 7: Features for gifting, China, July 2019
                      • More effort needed to build connection between ingredients and functions
                        • Figure 8: Knowledge about selected ingredients, China, July 2019
                      • What we think
                      • Issues and Insights

                        • Key audience is high income consumers
                          • The facts
                            • The implications
                              • Figure 9: By-Health’s raw materials map
                              • Figure 10: myGNC PRO Access
                            • Expand the popularity of beauty supplements among males
                              • The facts
                                • The implications
                                  • Figure 11: Example of beauty supplements targeting male consumers, UK
                                  • Figure 12: Example of collagen drink designed for men, Myanmar
                                • Tap into customisation for young people
                                  • The facts
                                    • The implications
                                      • Figure 13: Example of health supplements in gummy and liquid spray format, US and Italy
                                      • Figure 14: Qi Miao De Shi Guang Variety Show
                                  • The Market – What You Need to Know

                                    • Continuous growth due to expanded demand
                                      • Prevention instead of treatment
                                        • Dietary supplements’ segment share keeps increasing
                                        • Market Size and Forecast

                                          • Stable growth resumes after short-term downturn
                                            • Figure 15: Best-and worst-case forecast of total value sales of health supplements market, China, 2014-24
                                        • Market Drivers

                                          • Healthy China 2030 drives change from treatment to prevention
                                            • Acceleration of ageing society brings greater demand
                                              • Expenditure on healthcare grows fast
                                                • Standardized regulation will win back trust
                                                • Market Segmentation

                                                  • Chance for vitamins in pregnancy nutrition and beauty functions
                                                    • Figure 16: Best-and worst-case forecast of vitamins segment, by value, China, 2014-24
                                                  • Minerals benefit from ageing population
                                                    • Figure 17: Best-and worst-case forecast of minerals segment, by value, China, 2014-24
                                                  • Popular products fuel growth of dietary supplements
                                                    • Figure 18: Best-and worst-case forecast of dietary supplements segment, by value, China, 2014-24
                                                • Key Players – What You Need to Know

                                                  • Intense competition accelerates market concentration
                                                    • Omni-channel coverage
                                                      • Focus on all-natural claims and alternative formats
                                                      • Market Share

                                                          • Figure 19: Market share of leading companies in health supplements market, China, 2017-18
                                                        • Acceleration of industry consolidation
                                                          • Expanded product portfolios
                                                            • Growing importance of online channels
                                                            • Competitive Strategies

                                                              • The whole is greater than the sum of its parts
                                                                • From online to offline
                                                                  • Figure 20: Swisse’s first global physical flagship store in shanghai
                                                                • Communicate with young consumers in their way
                                                                  • Figure 21: Official account of Swisse on Xiaohongshu
                                                              • Who’s Innovating?

                                                                • All-natural is worthy of attention
                                                                  • Figure 22: new launches in health supplements with all-natural claim, Global, Oct 2017- Sep 2019
                                                                  • Figure 23: New health supplement launches with all-natural product claim, US, Poland and Spain, 2018-2019
                                                                • Liquid formats are popular in beauty supplements
                                                                  • Figure 24: New beauty supplement launches, by format type, global, Oct 2017-Sep 2019
                                                                  • Figure 25: New beauty supplement launches with liquid format type, Germany and US, 2019
                                                                • Cross-over to create new consumption occasions
                                                                  • Figure 26: Ejiao series of drinks from the cross-over between DEEJ and Pacific Coffee
                                                              • The Consumer – What You Need to Know

                                                                • Biggest concern is about functions
                                                                  • Males and females reach a consensus on beauty
                                                                    • Reliable information is most sought-after
                                                                      • Packaging is not a primary concern in gifting
                                                                      • Usage of Health Supplements

                                                                        • Continued popularity of probiotics
                                                                          • Figure 27: Usage of health supplements, by product type, China, July 2019
                                                                          • Figure 28: Usage of probiotics among children, by age, China, July 2019
                                                                        • Deep penetration of grape seed products
                                                                          • Figure 29: Usage of grape seeds, by gender and age, China, July 2019
                                                                        • Whey products need to expand consumption occasions
                                                                          • Figure 30: Usage of whey products, by age, China, July 2019
                                                                          • Figure 31: Usage of whey products, China, July 2019
                                                                        • Dominance of TCM among older people
                                                                          • Figure 32: Usage of TCM supplements, by age, China, July 2019
                                                                      • Concerns about Consumption

                                                                        • Uncertainty can be potential
                                                                          • Figure 33: Concerns about consumption, China, July 2019
                                                                          • Figure 34: By-Health’s nutrition discovery centre in Zhuhai, China
                                                                        • Young consumers are not regular takers
                                                                          • Figure 35: Concerns about consumption – I don’t usually take health supplements on a schedule, by age, China, July 2019
                                                                      • Functions Bought and Interested in

                                                                        • Being young and beautiful always in for females
                                                                          • Figure 36: Functions bought and interested in – have bought before, by gender, China, July 2019
                                                                          • Figure 37: Functions bought and interested in – have bought before, by age, China, July 2019
                                                                        • Market potential for males in beauty supplements
                                                                          • Figure 38: Functions bought and interested in – haven’t bought this but are interested in buying, by gender, China, July 2019
                                                                        • Consumers’ interest is driven by household income
                                                                          • Figure 39: Functions bought and interested in – haven’t bought this but are not interested in buying, by household income, China, July 2019
                                                                        • Consumers’ interest increases as age decreases
                                                                          • Figure 40: Functions bought and interested in – haven’t bought this but are not interested in buying, by age, China, July 2019
                                                                      • Information Channel

                                                                        • Reliable information matters
                                                                          • Figure 41: Information channel, China, July 2019
                                                                        • Consumers aged 25-39 are sophisticated in product selection
                                                                          • Figure 42: Information channel, by age, China, July 2019
                                                                        • Celebrity effect works for younger generations
                                                                          • Figure 43: Information channel – recommendations from celebrities, by generation, China, July 2019
                                                                          • Figure 44: By-health and its spokesman Cai Xunkun
                                                                        • TV still has strong influence among seniors
                                                                          • Figure 45: Information channel - TV Advertisments, by age, China, July 2019
                                                                      • Features for Gifting

                                                                        • Right product for the right recipient
                                                                          • Figure 46: Features for gifting, China, July 2019
                                                                          • Figure 47: Features for gifting – designed for specific groups, by age, China, July 2019
                                                                        • Premiumisation for consumers aged 30-39
                                                                          • Figure 48: Features for gifting – using ingredients from authentic origin places, by age, China, July 2019
                                                                        • Lesser importance of exquisite packaging
                                                                          • Figure 49: Features for gifting, by region, China, July 2019
                                                                      • Knowledge about Selected Ingredients

                                                                        • Functions come first, then ingredients
                                                                          • Figure 50: Knowledge about selected ingredients, China, July 2019
                                                                        • Male consumers are less conscious about beauty functions
                                                                          • Figure 51: Knowledge about selected ingredients, China, July 2019
                                                                          • Figure 52: Knowledge about selected ingredients, by gender, China, July 2019
                                                                        • High consciousness of melatonin among young consumers
                                                                          • Figure 53: Knowledge about selected ingredients, China, July 2019
                                                                        • Degree of familiarity varies by age
                                                                          • Figure 54: Knowledge about selected ingredients – I am not familiar with this ingredient, by age, China, July 2019
                                                                      • Meet the Mintropolitans

                                                                        • Greater consumption and interest in health supplements
                                                                          • Figure 55: Functions bought and interested in – have bought before, by consumer classification, China, July 2019
                                                                          • Figure 56: Functions bought and interested in – haven’t bought this and are not interested in buying, by consumer classification, China, July 2019
                                                                        • Better knowledge of trendy ingredients
                                                                          • Figure 57: Knowledge about selected ingredients – I am not familiar with this ingredient, by consumer classification, China, July 2019
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 58: Total market value of health supplements, China, 2014-24
                                                                      • Appendix – Market Segmentation

                                                                          • Figure 59: Total market value of vitamins, 2014-24
                                                                          • Figure 60: Total market value of minerals, 2014-24
                                                                          • Figure 61: Total market value of dietary supplements, 2014-24
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

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