2023-2025年功能食品品类趋势与创新洞察变化报告-久谦中台

Group 1 - The core viewpoint of the report highlights the growth trends in the functional food industry from 2023 to 2025, with an overall CAGR of 14.2%, driven by "strong efficacy" and "scientific ingredients" [1][12][32] - The liquid calcium category is identified as a successful innovation case, achieving a sales CAGR of 56.2% and addressing traditional pain points such as swallowing difficulties and poor absorption [2][11] - Consumer insights have evolved from fragmented data to deep analysis using large language models combined with social media data, enabling a better understanding of consumer motivations and future growth opportunities [6][9] Group 2 - The report emphasizes a significant transformation in consumer demographics, with a shift towards specialized and refined needs, particularly among children, pregnant women, and working professionals [34][36] - The competitive landscape is characterized by a K-shaped differentiation, where serious dosage forms and snack forms occupy the extremes, while mid-tier products face elimination [1][2] - Recommendations for industry participants include focusing on high-growth areas, enhancing product transparency, and leveraging data for personalized services [2][11][32] Group 3 - The report outlines the changing consumer psychology from emotional-driven purchases to rational consumption, focusing on disease prevention, stress relief, and cognitive enhancement [35][36] - The usage scenarios for functional foods have shifted from general daily assistance to specific high-stakes situations such as pregnancy and exam preparation [36][37] - The report suggests that the future of competition will revolve around the integration of functional attributes into food products, rather than treating them as separate entities [33][34]