久谦中台：2023-2025年功能食品品类趋势与创新洞察变化报告

Core Insights - The report reveals that the functional food industry is expected to grow at a CAGR of 14.2% from 2023 to 2025, driven by a shift towards "strong efficacy" and "scientific ingredients" [2] - Consumers are moving from "concept-based purchasing" to "formula auditing," leading to a decline in traditional health products and a rise in specific segments like vitamins, minerals, and marine biology [2] - The demand is increasingly focused on specialized groups such as children, women preparing for pregnancy, and working professionals, with needs shifting from basic supplementation to targeted mechanisms for enhancing focus, emotional regulation, and disease prevention [2] Market Trends - The overall market is experiencing simultaneous growth in volume and price, with significant increases in the sales of liquid calcium, which is projected to have a CAGR of 47.0% in volume and 56.2% in sales from 2023 to 2025 [3] - The liquid calcium category addresses pain points associated with traditional calcium tablets, such as swallowing difficulties and absorption anxiety, by transforming the "medication feel" into a "food feel" [3] - Innovations in product forms are becoming a key competitive advantage, with the market differentiating into "serious forms" and "snack forms," while traditional single-ingredient products face pressure to upgrade [2][3] Consumer Insights - The growth of liquid calcium is attributed to upgraded raw materials and the combination of organic calcium sources with synergistic nutrients, supporting a high-end pricing strategy [3] - The focus on specific consumer needs, such as children's height development and maternal health, translates feeding anxiety into high emotional value and premium pricing [3] - Brands are encouraged to leverage social media data and e-commerce insights to identify growth opportunities and enhance product functionality and absorption efficiency [3]