2020
0
Health Supplements – China – December 2020
2021-01-21T03:02:21+00:00
OX990762
3695
132853
[{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
“Increasing health awareness and the corresponding investment in proactive healthcare will ensure the future growth of the health supplement market, particularly the subsegments trending in the time of COVID-19 (eg…

Health Supplements – China – December 2020

£ 3,695 (Excl.Tax)

Report Summary

“Increasing health awareness and the corresponding investment in proactive healthcare will ensure the future growth of the health supplement market, particularly the subsegments trending in the time of COVID-19 (eg probiotics, vitamins). Future opportunities lie in targeting young consumers with interactive marketing education for TCM ingredients, upgrading products using drinking formats to convey both high effectiveness and better mouthfeel, as well as adopting a combination of topical and ingestible solutions that work in synergy to tap into beauty-enhancing functions.”

– Catherine Liu, Research Analyst

This report covers the following:

  • Usage penetration of major health supplement categories as well as reasons for taking them
  • Consumers’ preferences on health supplement product formats
  • Consumers’ awareness of ingredients related to edible beauty supplements
  • Channels that consumers use to purchase health supplements
  • How brands, companies and manufacturers might react to market opportunities and threats after the COVID-19 outbreak.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report scope
          • Excluded
            • Subgroup definition
              • Figure 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
          • Executive Summary

              • The market
                • Increasing health awareness and investment drives market growth
                  • Figure 2: Retail value sales forecast of the health supplement market (RMB bn), China, 2020-25
                • Future outlook considering the impact of COVID-19
                  • Figure 3: Short- medium- and long-term impact of COVID-19 on health supplement market, China, December 2020
                • Companies and brands
                  • A long tail of others emerge due to entry of CPG brands and products using cutting-edge formulae
                    • Figure 4: Market share of leading companies in health supplement market, China, 2018-19
                  • Investing in better transparency, targeting health-conscious experience seekers, and balancing mouthfeel and effectiveness
                    • The consumer
                      • Rising usage for self-consumption
                        • Figure 5: Usage of health supplements, August 2020
                      • Immunity playing a leading role, and specific functional options worthy of attention
                        • Figure 6: Reasons for using health supplements, China, August 2020
                      • Oral liquid receives overall great feedback in terms of format preferences
                        • Figure 7: Preference in format, China, August 2020
                      • Demand for food-based formats that contain well-known edible beauty ingredients
                        • Figure 8: Awareness of edible beauty ingredients, China, August 2020
                      • The gap between offline and online channels narrows
                        • Figure 9: Purchasing channels, China, 2020 vs 2018
                      • Young consumers show stronger belief in the effectiveness of boiled TCM
                        • Figure 10: Attitude towards TCM, China, August 2020
                      • Personalised supplements are welcomed by food-format seekers
                        • Figure 11: Attitude towards personalised supplements, China, August 2020
                      • Beauty supplements are evolving towards being an overall health improvement tool
                        • Figure 12: Attitude towards beauty supplements, China, August 2020
                      • What we think
                      • Issues and Insights

                        • Marketing TCM supplements to young consumers
                          • The facts
                            • The implications
                              • Figure 13: Examples of manufactures that leverage their TCM ingredients’ transparency, China, 2019-20
                              • Figure 14: Examples of brands that balance taste, effectiveness and interactivity in products using TCM ingredients, China, 2019-20
                            • Adopting the edible beauty supplement trend in different ways
                              • The facts
                                • The implications
                                  • Figure 15: Examples of skincare brands expanding their product offerings to include beauty supplements, Global, 2017-19
                                  • Figure 16: Examples of products leveraging the concept of “collagen booster”, Global, 2020
                                  • Figure 17: Examples of food-based edible beauty products, China and Overseas, 2018-20
                                • Using shot formats to convey effectiveness and better mouthfeel
                                  • The facts
                                    • The implications
                                      • Figure 18: Examples of health supplements in drinking formats, Global, 2019
                                  • The Market – What You Need to Know

                                    • Increasing health awareness and investments drive market growth
                                      • Faster product registration for health food using special ingredients
                                        • New e-commerce law creates market challenges for cross-border sales channels
                                          • Future outlook considering the impact of COVID-19
                                          • Market Size and Forecast

                                            • Increasing health awareness and investments drives market growth
                                              • Figure 19: Retail value sales forecast of the health supplement market (RMB bn), China, 2020-25
                                            • Future outlook considering the impact of COVID-19
                                              • Figure 20: Short- medium- and long-term impact of COVID-19 on health supplement market, China, December 2020
                                          • Market Factors

                                            • What’s driving
                                              • Growth of healthcare expenditure exceeds total consumer expenditure
                                                • Growing demand from younger generations and less affluent consumers
                                                  • Faster product registration for health food using special ingredients
                                                    • Entry of big CPG manufacturers will drive health supplement product awareness
                                                      • What’s challenging
                                                        • New e-commerce law creates market challenges for cross-border supplement brands
                                                          • Tightening regulations for offline drugstore channels
                                                          • Market Segmentation

                                                            • Dietary supplements gaining share
                                                              • Figure 21: Retail value sales share of health supplements, by market segments, China, 2015-20 (est)
                                                            • Vitamins
                                                              • Figure 22: Retail value sales forecast of vitamin segment (RMB bn), China, 2020-25
                                                            • Minerals
                                                              • Figure 23: Retail value sales forecast of mineral segment (RMB bn), China, 2020-25
                                                            • Dietary supplements
                                                              • Figure 24: Retail value sales forecast of dietary supplement segment (RMB bn), China, 2020-25
                                                          • Key Players – What You Need to Know

                                                            • A long tail of others emerge due to entry of big CPG brands
                                                              • Direct selling companies building on better transparency
                                                                • Engaging with younger consumers
                                                                  • Targeting sub-health issues
                                                                    • Balancing better mouthfeel and effectiveness in supplement formats
                                                                      • Personalised supplements appeal
                                                                      • Market Share

                                                                        • Who’s doing well?
                                                                          • By-Health doing well by building brand awareness
                                                                            • Brands using emerging ingredients and traditional CPG brands enter the game, giving rise to a long tail of others
                                                                              • Figure 25: Health supplement products developed by Yili and Wonderlab, China, 2019-20
                                                                            • Who’s struggling?
                                                                              • Direct selling and Dong-E-E-Jiao are losing share
                                                                                • Figure 26: Market share of leading companies in health supplement market, China, 2018-19
                                                                            • Competitive Strategies

                                                                              • Direct selling companies building better transparency
                                                                                • Figure 27: Infinitus and Amway promoting transparent production processes, China, 2020
                                                                              • Engaging with younger consumers
                                                                                • Figure 28: Examples of product innovations and marketing activities targeting younger consumers, China, 2020
                                                                              • Targeting sub-health issues
                                                                                • Figure 29: Supplement brands that leverage precise marketing, China, 2019-20
                                                                              • By-Health: turning health experts into KOLs
                                                                              • Trends and Innovations

                                                                                • Immunity worthy of attention
                                                                                  • Figure 30: Examples of Immunity claimed supplements featuring both Western and botanical/fermented ingredients, China and Overseas, 2019
                                                                                • Address specific functional needs
                                                                                  • Figure 31: Examples of supplement products targeting stress relieving, eyesight improvement and weight management, Global, 2020
                                                                                • Balancing better mouthfeel and effectiveness in supplement formats
                                                                                  • Figure 32: Examples of supplement products that highlight both good mouthfeel and effectiveness, Global, 2020
                                                                                • New methods of TCM consumption by leveraging on-the-go and better mouthfeel
                                                                                  • Figure 33: Infinitus’s Yang Gu Jian branded TCM supplements, China, 2020
                                                                                • Beauty supplements tailoring to specific ages
                                                                                  • Figure 34: Fancl’s supplements for men and women tailored to their age, Japan, 2020
                                                                                • Personalised supplements appeal
                                                                                  • Figure 35: Examples of supplement products blending with personal health tests, China and Overseas, 2020
                                                                              • The Consumer – What You Need to Know

                                                                                • Rising usage for self-consumption
                                                                                  • Huge gaps between functions sought after and related new product launches
                                                                                    • Oral liquid receives great feedback in terms of format preferences
                                                                                      • Embracing a combination of Western and Chinese ingredients to improve beauty
                                                                                        • The gap between offline and online channels narrows
                                                                                          • Younger people have stronger belief in boiled TCM
                                                                                            • Personalised supplements are more welcomed by food format enthusiasts
                                                                                            • Usage of Health Supplements

                                                                                              • Self-consumption dominates
                                                                                                • Figure 36: Usage of health supplements, August 2020
                                                                                              • Females are key demographic for supplements
                                                                                                • Figure 37: Self-usage of select supplements, by gender and age, August 2020
                                                                                              • Consumers aged 18-24 are catching up in self-consumption of selected health supplements
                                                                                                • Figure 38: Self-usage of select supplements, by age, China, August 2020
                                                                                              • Vitamins and dietary supplements for tier one while minerals for lower tier city consumers with children
                                                                                                • Figure 39: Usage of select supplements amongst children, China, August 2020
                                                                                            • Reasons for Using Health Supplements

                                                                                              • Immunity improvement and dietary complement purposes stand out
                                                                                                • Figure 40: Reasons for using health supplements, China, August 2020
                                                                                              • Gaps between new product launches and perceived reasons for using supplements
                                                                                                • Figure 41: Gaps between health supplement launches with selected functions and consumers’ reasons for using supplements, China, 2020
                                                                                              • Not just for consumers of high income
                                                                                                • Figure 42: Reasons for using select health supplements, by monthly household income, China, August 2020
                                                                                              • Multivitamins are multi-functional while single vitamins and Western dietary supplements for specific needs
                                                                                                • Figure 43: Self-usage of select supplements, by select reasons for using health supplements, China, August 2020
                                                                                            • Preference in Format

                                                                                              • Oral liquid receives great feedback in terms of format preferences
                                                                                                • Figure 44: Preference in format, China, August 2020
                                                                                              • Unprocessed medicinal materials and granule formats may fit special usage occasions
                                                                                                • Figure 45: Product format innovations targeting weight management and eye health, China and Germany, 2020
                                                                                              • Females and males have distinct preferences in formats (gummies and shots)
                                                                                                • Figure 46: Preference on gummy and shot formats, by gender, China, August 2020
                                                                                            • Awareness of Edible Beauty Ingredients

                                                                                              • Embracing a combination of Western and Chinese ingredients
                                                                                                • Figure 47: Awareness of edible beauty ingredients, China, August 2020
                                                                                              • Females are well-rounded and males are specific
                                                                                                • Figure 48: Awareness of select edible beauty ingredients, by gender, China, August 2020
                                                                                              • Young consumers aged 18-29 embrace melatonin and grape seeds’ effectiveness
                                                                                                • A desire for food-based beauty supplements using widely-known beauty ingredients
                                                                                                  • Figure 49: Attitudes towards food format health supplements, by select awareness of edible beauty ingredients, China, August 2020
                                                                                              • Purchasing Channels

                                                                                                • The gap between offline and online channels narrows
                                                                                                  • Figure 50: Purchasing channels, China, 2020 vs 2018
                                                                                                • Consumers going for omnichannel services
                                                                                                  • Figure 51: Select purchasing channels, by age, China, August 2020
                                                                                                • Multiple channels to purchase direct selling branded products are desired
                                                                                                  • Figure 52: Select purchasing channels, by consumers who have bought health supplements from direct selling, China, August 2020
                                                                                                • Different purchasing channels for distinct product types
                                                                                                  • Figure 53: Self-usage of select supplements, by select purchasing channels, China, August 2020
                                                                                                • Supermarkets of imported products and direct selling appeal to high earners
                                                                                                  • Figure 54: Select purchasing channels, by monthly household income, China, August 2020
                                                                                              • Attitudes towards Health Supplements

                                                                                                • Young consumers aged 18-29 show stronger belief in the effectiveness of boiled TCM
                                                                                                  • Figure 55: Attitude towards TCM, China, August 2020
                                                                                                  • Figure 56: Attitude towards TCM, by age, China, August 2020
                                                                                                • Personalised supplements are more welcomed by “food therapy” enthusiasts
                                                                                                  • Figure 57: Attitude towards personalised supplements, China, August 2020
                                                                                                  • Figure 58: Attitude towards personalised supplements, by attitude towards supplements made into food formats, China, August 2020
                                                                                                • Although beauty supplements are welcomed at all life stages, males have slight concerns
                                                                                                  • Figure 59: Attitude towards beauty supplements, China, August 2020
                                                                                                  • Figure 60: Attitudes towards beauty supplements, China, by gender, August 2020
                                                                                              • Meet the Mintropolitans

                                                                                                • Craving more personalised supplements
                                                                                                  • Figure 61: Attitude towards personalised supplements, by consumer classification, China, August 2020
                                                                                                • Seeking better offline store experience when it comes to retailer choices
                                                                                                  • Figure 62: Purchasing channels, by consumer classification, China, August 2020
                                                                                              • Appendix – Market Size and Forecast

                                                                                                  • Figure 63: Retail value sales of the baby nutrition market (RMB bn), China, 2015-25
                                                                                              • Appendix – Methodology and Abbreviations

                                                                                                • Methodology
                                                                                                  • Abbreviations

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