当“孝心”成为生意：老年营养品市场在标准缺失中野蛮生长

Core Viewpoint - The aging population in China is driving growth in the senior nutrition market, but the industry faces challenges such as lack of standards and misleading product claims [2][4]. Industry Overview - The market for senior nutrition products is diverse, including supplements like protein powders and specialized milk powders, but many products do not meet the specific nutritional needs of the elderly [3][5]. - A report from ZhiShi Consulting indicates that the domestic nutrition health food market is expected to reach 522.3 billion yuan in 2024, with a compound annual growth rate of 8.5% for nutrition functional foods [5]. Regulatory Developments - The recent draft of the "National Food Safety Standard for Senior Nutritional Supplements" aims to establish clear definitions and standards for products targeting individuals over 60 years old [5][6]. - The draft specifies that quality protein content must not be less than 20% of the total product weight and outlines mandatory and optional nutrient components [6]. Market Challenges - The lack of stringent regulations has led to a proliferation of misleading marketing practices, causing distrust among elderly consumers regarding nutrition products [5]. - Industry experts emphasize the need for detailed standards to address the diverse range of functional products available in the market [6].