2025年中国胶原蛋白肽饮市场分析报告-博观研究院

Market Overview and Application Distribution - The Chinese collagen peptide drink market covers multiple application areas, with health supplements and others accounting for the highest share at 32.5%, indicating widespread consumer recognition of its health benefits [1][6] - Skin rejuvenation applications follow at 22.0%, and medical dressings at 16.6%, reflecting the market's significant presence in beauty and medical fields [1][6] - Other areas such as functional skincare products (10.5%) and biomedical materials (4.9%) also hold certain market shares, showcasing a diversified application landscape [1] Competitive Landscape and Leading Brand Performance - The market is characterized by a duopoly between leading brands, with汤臣倍健 and 五个女博士 holding market shares of 14.8% and 14.3% respectively, indicating a high market concentration [1][34] - International brands like 玛丽安娜 (4.8%) and 斯维诗 (3.5%) also have notable market shares, while local brands such as HEESSU (10.6%) and 谷珍福 (8.1%) are gradually emerging through differentiated positioning [1][34] - Overall, the top brands collectively account for approximately 65.2% of the market, leaving 34.8% for other competitors [1][34] Sales Channels and Emerging Platform Performance - The sales channels for collagen peptide drinks exhibit a coexistence of traditional and emerging platforms, with comprehensive e-commerce platforms (Tmall, JD, Pinduoduo) remaining the primary channels [1][22] - Social e-commerce platforms, particularly 抖音, have shown rapid growth, capturing 60% of the market share in 2023, establishing itself as a core player among emerging channels [1][22] - Offline channels such as supermarkets/convenience stores and specialty stores/beauty salons still play significant roles, while professional exhibitions, cross-industry collaborations, and direct sales/micro-businesses supplement market coverage [1][22] Consumer and Product Characteristics Analysis - The consumer demographic is predominantly female, focusing on beauty and health management needs, with a wide age range from young adults to the elderly [2] - The product format is primarily portable beverages with diverse flavors (e.g., fruit, grape) and emphasizes ingredient innovation (e.g., added vitamins, minerals, plant extracts) [2] - Market research indicates that live streaming is the primary marketing method, accounting for 80.57%, followed by influencer collaborations (58.60%) and brand self-operated accounts (27.27%) [2] Production Model and Industry Research Methods - The report mentions that the production model for collagen peptide products involves raw material procurement, process research and development, and quality control, although specific details are not elaborated [3] - Various research models are employed in the industry analysis, including SWOT analysis, PEST analysis, brand five-dimensional positioning, 3C strategic triangle, and AARRR growth model, providing a multi-dimensional analysis of industry development logic [3] Summary - The Chinese collagen peptide drink market continues to grow under the trend of health consumption upgrades, with leading brands consolidating their market positions through multi-channel marketing and product innovation [1][6] - Emerging platforms like 抖音 are becoming growth engines, and as consumer demand for functional foods deepens, the market is expected to further develop towards specialization and segmentation, with ingredient innovation and precise marketing remaining key competitive factors [1][6]