中国保健品行业2025：新消费驱动下的新趋势已现

Core Insights - The health supplement market in China has become one of the largest globally, with significant growth potential remaining in the trillion-yuan market [1] - The online health supplement market is projected to exceed 120 billion by 2025, with an overall growth rate of 15% [2] - The consumer demographic is evolving, with a notable shift towards a "dumbbell-shaped" structure, where older adults and new middle-class consumers are driving demand [10] Market Overview - China's health supplement market is large and growing rapidly, with a projected market size of 399.8 billion in 2024, reflecting a 3% year-on-year growth [1] - By 2030, the market size is expected to surpass 1.5 trillion, maintaining a high compound annual growth rate [1] E-commerce Trends - E-commerce platforms are crucial channels for the health supplement industry, showing heightened growth trends [2] - Interest e-commerce is outpacing traditional shelf e-commerce, achieving over 20% annual growth [2] Product Development - The health supplement efficacy landscape is evolving, with traditional categories like bone health and immunity remaining strong, while new categories like moisture removal and emotional health are emerging [2][4] - Innovative product forms such as micro-bubbles and unique capsules are gaining traction, enhancing consumer experience beyond traditional forms [4] Pricing Dynamics - The average daily price of health supplements is around 10 yuan, with most efficacy products priced below 6 yuan, while categories like weight management and anti-aging command higher prices [6] - New products are achieving a premium price point, with an average daily price of 15.8 yuan compared to 8.7 yuan for older products, indicating a trend towards premiumization [8] New Product Strategy - 58% of existing brands are focusing on new product launches, averaging 4 new SKUs per brand annually, highlighting the importance of innovation in brand strategy [8] - New products account for 54% of the market by quantity, although they currently represent only 24% of sales, indicating growth potential [8] Consumer Demographics - The consumer base is shifting, with older adults (60+) contributing significantly to the market, transitioning from basic health to chronic disease prevention and management [10] - The new middle-class demographic (ages 25-45) is emerging as a core growth driver, shifting their focus from "curing" to "preventing" health issues [10]