Core Viewpoint - The current Chinese nutrition and health food market is undergoing significant transformation, with new consumption trends creating opportunities for growth, particularly for leading B-end enterprises [1] New Channels - Four core growth directions identified: interest e-commerce and grass-planting communities, online cross-border sales, private domain e-commerce, and new retail offline. a) Douyin-driven interest e-commerce and Xiaohongshu-based grass-planting communities are thriving, with Douyin's health product sales expected to grow by 52.5% year-on-year in 2024; b) Online cross-border health products are experiencing explosive growth, with Douyin's global purchase GMV projected to increase by 204% year-on-year in 2024; c) Private domain e-commerce is characterized by high average order value and strong repurchase rates, expected to develop rapidly; d) Offline new retail supermarkets are in the process of expanding, with significant growth anticipated in health product sales [2] New Trends - The diversification of efficacy and the emergence of snack-like dosage forms are raising demands on supply-side R&D capabilities. The "self-care economy" is flourishing, leading consumers to have more specific and personalized efficacy expectations; emerging dosage forms like gummies and beverages offer palatability and convenience, fostering daily consumption habits [3] All-Age Groups - The consumer base for health products is becoming increasingly age-diverse. Young consumers are emerging as a new force in health product consumption due to the popularization of health and wellness concepts and work-related stress. Initially dominated by the "her economy," focusing on oral beauty, weight management, and women's health, the market is now seeing active participation from the "his economy," with manufacturers focusing on liver protection and fatigue resistance [4] Advantages of Leading B-End Enterprises - As new consumer brands in the nutrition and health food industry rise, C-end sales are expected to grow at a mid-to-high single-digit CAGR. The market for dietary supplements in China is projected to reach 232.34 billion yuan in 2024, with a year-on-year growth of 3.7%. Despite a slowdown due to a high base in 2023 and significant declines in pharmacy channels, the long-term growth trend remains intact. The per capita consumption of nutrition and health products in China is significantly lower than in mature markets like the US, Japan, and Australia, indicating potential for growth. The "Healthy China" strategy, stable economic development, and the expansion of the consumer base across all age groups are expected to drive continued growth in the C-end market. Enterprises with stronger R&D capabilities and scale advantages are likely to capture higher market shares, with the B-end market further concentrating towards leading players [5]
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