2024健康蓝海：揭示高增长保健食品赛道报告

Investment Rating - The report indicates a positive investment outlook for the health food sector, particularly in the high-growth segments of dietary supplements and health products. Core Insights - The health food market is experiencing significant growth driven by increasing consumer health awareness and demand for dietary supplements, with a projected market size exceeding 328.3 billion yuan by the end of 2023 [16][19]. - Regulatory frameworks are evolving, allowing for the expansion of health functions in food products, which is expected to enhance product offerings and market potential [4][5]. - E-commerce channels are becoming the dominant sales platform for health foods, benefiting from a younger consumer demographic and the convenience of online shopping [6][8]. Summary by Sections 1. Overview of the Health Food Market - The health food market is expanding, with a notable increase in the variety of dietary supplements available, including vitamins and calcium tablets [4]. - Regulatory measures have been implemented to ensure product safety and efficacy, with new guidelines allowing for more health functions to be included in health food products [4][5]. 2. Online Market Analysis - E-commerce has become the primary sales channel for health foods, with platforms like Taobao, JD, and Douyin showing significant growth in sales, reaching 115.45 billion yuan in 2023, a 24.6% increase year-on-year [23][25]. - The online market is characterized by a shift towards younger consumers who prefer the convenience and variety offered by e-commerce [6][8]. 3. Insights into High-Growth Segments - The oral beauty market remains the largest segment, although it has seen a decline in overall sales. In contrast, the cardiovascular health and liver protection segments are experiencing rapid growth, with year-on-year increases of 68.7% and 63.8%, respectively [32][35]. - The market for bone health products is also expanding, with sales reaching 90.9 billion yuan in 2023, reflecting a 34.5% increase [43]. 4. Consumer Trends and Preferences - There is a growing preference for high-quality, imported health products, particularly from countries like the USA and Australia, which dominate the market [30][59]. - The primary consumer demographics include children, adolescents, and the elderly, with specific health needs driving purchases, such as calcium supplementation and joint health [48][50]. 5. Competitive Landscape - The competitive environment is intensifying, with both domestic and international brands vying for market share. Brands like Swisse and汤臣倍健 are leading the market, but there is room for growth among domestic brands [31][59]. - The market is characterized by low brand concentration in most segments, allowing for new entrants and increased competition [35].