保健品新兴成分增长迅猛，麦角硫因“走红”

Core Insights - The post-pandemic era has led to a significant awakening of public health awareness, transforming health-related consumption from a short-term trend into a daily habit, with health supplement demand entering a normalization phase [1] - The emergence of new health supplement ingredients and the increasing specificity of their functions cater to diverse health needs, such as chronic disease management, immune enhancement, and anti-aging [1][2] Group 1: Emerging Trends in Health Supplements - New ingredients like leech extract and ergothioneine have seen substantial sales growth, with leech extract and ergothioneine sales increasing over 300% and 260% year-on-year, respectively, in January [2] - Ergothioneine is anticipated to be a leading ingredient in health supplements by 2025, with its antioxidant capabilities surpassing traditional antioxidants [2][3] Group 2: Consumer Behavior and Market Dynamics - Health consumption is increasingly led by core cities, with Shanghai, Guangzhou, and Chengdu showing the highest order volumes, and Shanghai's health product orders growing by 125% year-on-year [3] - The trend of "instant retail" is transforming health product consumption from planned purchases to spontaneous gifting, particularly during festive seasons [3] Group 3: Functional Segmentation and Product Innovation - The demand for functional segmentation in health products is deepening, with vitamin D sales increasing nearly 200% and lysine sales growing 150% year-on-year [4] - The market is witnessing a rise in composite nutrition products, such as "calcium combined with collagen," which support bone health more effectively than traditional calcium supplements [4][5] Group 4: Target Demographics and Consumption Patterns - Younger consumers are increasingly entering the health market, with those aged 30-35 making up nearly 30% of health product purchases, showing a growing interest in anti-aging and liver health products [7][8] - The "new silver generation," comprising recently retired individuals, is becoming the main consumer group for health supplements, characterized by a more rational and stable purchasing behavior compared to younger consumers [8]