2021
0
China Health Supplements Market Report 2021
2021-12-22T03:03:32+00:00
OX1046443
3695
146425
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Report
en_GB
“Health supplements are forecast to continue their strong sales growth in 2021 thanks to relaxing policies on formats and changes in supplement users’ age structure. Opportunity for growth lies in…

China Health Supplements Market Report 2021

£ 3,695 (Excl.Tax)

Description

“Health supplements are forecast to continue their strong sales growth in 2021 thanks to relaxing policies on formats and changes in supplement users’ age structure. Opportunity for growth lies in brands highlighting naturalness, which resonates with consumers’ post-COVID-19 health needs for credible natural ingredients. Beauty-enhancing functions warrant further exploration, aligning well with young consumers’ desired health needs. Facing threats from the food and drink market, probiotic supplement brands will need to level up product development to target usage occasions with consumer demands food and drinks brands find hard to meet.”
– Catherine Liu, Senior Research Analyst

Key issues covered in this Report

  • Retail market value of health supplements, key drivers, barriers and future trends
  • The competitive market landscape
  • Innovative marketing activities and new product trends
  • Purchase penetration and spending of different types of health supplements
  • Brand preference for beauty-enhancing drinks
  • Health supplements and food/drink usage, as well as ideal food and drink subcategories for delivering specific health functions

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Excluded
  2. Executive Summary

    • The market
    • Relaxing policy on formats and changes in age structure drive value growth
      • Figure 1: Best-and worst-case value sales forecast of health supplements, China, 2016-26
    • Western dietary supplements will drive future growth of dietary supplement segment
    • Companies with heavy focus on online channels gain
      • Figure 2: Market share of leading companies in health supplement market, China, 2019-20
    • Marketing and product innovation highlights
    • Advertising campaigns focus on more segmented demographics
    • New product launches shifting from immunity to weight management (ie slimming)
    • Formats for better taste experience are rising
    • The consumer
    • Probiotic supplements decrease in purchase
      • Figure 3: Health supplements purchased in the last 12 months, China, 2021
    • Those buying for family are high spenders whereas Gen Z/older generations are price sensitive
      • Figure 4: Annual spending on health supplements, China, 2021
    • Naturalness beats functions and effectiveness as the top purchase consideration
      • Figure 5: Purchase considerations, China, 2021
    • Health supplement brands could generate greater consumer interest with beauty-enhancing beverages
      • Figure 6: Beauty drinks brand interest, China, 2021
    • Supplement and food & drinks choices depend on health function
      • Figure 7: Choice of health supplements and/or food/drinks with health functions, China, 2021
    • Consumers welcome varied product formats when buying functional food and drinks
      • Figure 8: Ideal food for specific health functions, China, 2021
    • What we think
  3. Issues and Insights

    • Offer creative beauty-enhancing solutions to younger generations
      • Figure 9: Jing Dong Jing Zao Meal Replacement with Fortification of Collagen, China, 2021
      • Figure 10: Swisse Me, UK, 2021
    • Find ways to harness the power of naturalness in supplements
      • Figure 11: Examples of natural VMS that demonstrate better functions and effectiveness via the use of fermented ingredients, global, 2021
    • Convenient solutions to help probiotic supplement brands defeat threats from food and drinks category
      • Figure 12: Examples of direct-to-drink probiotic supplements, China and overseas, 2021
  4. Market Size and Forecast

    • Relaxing policies and changes in age structure drive market growth
      • Figure 13: Best-and worst-case value sales forecast of health supplements, China, 2016-26
  5. Market Factors

    • Changes in age structure offer challenges and opportunities
      • Figure 14: Trends in the age structure of the Chinese population, 2016-20
    • Increased trading up interest
      • Figure 15: Proportion of category buyers who will buy more VS less expensive products within the category in the next 12 months, China, 2021
    • New formats (ie gummy and powder) get go-ahead
    • Expansion of cross-border eCommerce trading
  6. Market Segmentation

    • The dietary supplement segment continued its fastest growth in 2021
      • Figure 16: Retail value sales share of health supplements, by market segments, China, 2017-21
    • Chance for vitamins lies in creating options for diversified demographics
      • Figure 17: Best-and worst-case value sales forecast of vitamin segment, China, 2016-26
    • Chance for minerals lies in capturing seniors and children
      • Figure 18: Best-and worst-case value sales forecast of mineral segment, China, 2016-26
    • Chance for dietary supplements lies in Western dietary supplements (but not probiotics)
      • Figure 19: Best-and worst-case value sales forecast of dietary supplement segment, China, 2016-26
  7. Market Share

    • Those heavily invested in online channels gain
      • Figure 20: Market share of leading companies in health supplement market, China, 2019-20
    • Going premium through scientifically researched and clean ingredients
      • Figure 21: Premium product ranges from H&H’s Biostime brand and Blackmores, China, 2020
  8. Marketing Activities

    • Advertising campaigns focusing on more segmented demographics
      • Figure 22: Centrum and Herbalife promoting their health supplement products for more segmented demographics, China, 2020
    • Product marketing shows off convenience (not through food format)
      • Figure 23: Kooyo and Hala, China, 2021
    • Highlights from the global market
    • Pairing up with various aspects of healthy lifestyle
      • Figure 24: Healthy eating recipes and home workout videos developed by Healthspan, UK, 2021
    • Creating an open and safe space for product solutions to private problems
      • Figure 25: Hims, global, 2021
  9. New Product Trends

    • Highlights in claims
    • Functional claims are most widespread and natural claims gain momentum
      • Figure 26: New product launches in vitamins and dietary supplements, by selected claim category, China, 2018-21
    • Shifting from immunity to weight management (ie slimming)
      • Figure 27: New product launches in vitamins and dietary supplements, by top 10 functional health claims, China, 2018-21
      • Figure 28: Example of slimming health supplements with botanical ingredients, China, 2021
    • Exploring multifaceted areas of mental health
      • Figure 29: Top 10 functional claims used in new product launches of vitamins and dietary supplements with stress/sleep functions, global, 2018-21
      • Figure 30: Moon Juice The Full Moon Dusts Sachets, US, 2021
    • Highlights in demographics
    • VMS showing potential to improve whole family health
      • Figure 31: Examples of whole-family health supplements, China and Japan, 2021
    • Helping people age gracefully
      • Figure 32: Examples of health supplements for healthy aging, China and Germany, 2020-21
    • Highlights in format
    • The rise of chew/gummy and other innovative formats for heightened experience
      • Figure 33: New product launches in vitamins and dietary supplements, by format, China, 2018-21
      • Figure 34: Examples of stress-relieving health supplements in alternative formats, China and overseas, 2021
    • Offering serving suggestions to build more of a lifestyle positioning
      • Figure 35: Beyond Water, India, 2021
    • Other highlights
    • Technology will elevate optimal nutrient retention and absorption
      • Figure 36: Vmores and Astalift, Global, 2021
  10. Purchased Health Supplements

    • Western dietary supplements gaining popularity
      • Figure 37: Ranking of health supplements purchased in the last 12 months, China, 2018 vs 2021
    • Mineral supplements more purchased for kids
      • Figure 38: Health supplements purchased in the last 12 months, China, 2021
    • Purchase of TCM supplements slowed by high price
      • Figure 39: Selected demographic profile of TCM health supplements purchase, China, 2021
  11. Annual Spending on Health Supplements

    • High spenders skew towards TCM buyers and those who purchase for family members
      • Figure 40: Annual spending on health supplements, China, 2021
      • Figure 41: Annual spending on health supplements, by whom consumers bought for in the last 12 months, China, 2021
      • Figure 42: Annual spending on health supplements, by purchased health supplements (any purchase), China, 2021
    • Gen Z and those born in 1960s are less likely to pay high prices for supplements
      • Figure 43: Annual spending on health supplements, by generations, China, 2021
    • High spenders rest most importance on organic attributes
      • Figure 44: Selected purchase considerations, by annual spending on health supplements, China, 2021
    • High spenders are interested in specialised nutrition related to gut health
      • Figure 45: Interest in specialised nutrition knowledge (digestive system issues*), by annual spending on health supplements, China, 2021
  12. Purchase Considerations

    • Containing natural ingredients is the top consideration
      • Figure 46: Purchase considerations, China, 2021
    • Affordable and enjoyable sensory experience are attractive features to highlight
      • Figure 47: TURF analysis of health supplement purchase considerations, China, 2021
    • Health supplements can appeal to young users using blue hats and middle-aged users with good taste/texture
      • Figure 48: Selected purchase considerations, by age, China, 2021
  13. Beauty Drinks Brand Interest

    • Health supplement brands receive overwhelming consumer interest
      • Figure 49: Beauty drinks brand interest, China, 2021
    • Young people favour beauty drinks launched by Bloomage BioTech
      • Figure 50: Beauty drinks brand interest, by age, China, 2021
    • Brand interest varies by city tier
      • Figure 51: Beauty drinks brand interest, ranking by city, China, 2021
  14. Health Supplements and Food & Drink Usage for Specific Health Functions

    • Gut health, immunity enhancement and bone health are most desired health functions
      • Figure 52: Usage penetration of health supplements OR food/drinks with health functions, China, 2021
    • Supplement and food & drinks choices depend on health function
    • Health supplements are indispensable for immunity, bone health and sleep aid
    • Mix of product solutions in demand for gut health and eyesight protection
    • Food and drink is the preferred product format for weight management, beauty enhancing, detoxing and stress relieving benefits
      • Figure 53: Choice of health supplements and/or food/drinks with health functions, China, 2021
  15. Ideal Food for Specific Health Functions

    • Yogurt/milk, hot beverages and RTD competing neck-and-neck on immunity, weight management and beauty enhancing
      • Figure 54: Ideal food for specific health functions, China, 2021
    • Sugar confectionery and snacks pair well with stress relief
  16. Appendix – Market Size and Forecast

      • Figure 55: Value sales of China’s health supplement retail market, 2016-26
  17. Appendix – Methodology and Abbreviations

    • Methodology
    • Fan chart forecast
    • Abbreviations

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