2025年中国营养补充剂消费洞察报告

Core Insights - The global dietary supplement market is experiencing strong growth, with China leading at a 10% growth rate, highlighting its potential as a vibrant growth engine [1][2] - The cross-border import health product market in China has grown 19 times over 16 years, with the top five brands holding over 60% market share, indicating a high concentration in this segment [4] - Despite a considerable market size, China's per capita consumption is only 22% of that in the U.S., with a penetration rate below 30% and a mere 10% of users being loyal, revealing significant growth potential [6] Market Dynamics - The Asia-Pacific region is projected to hold a 38% market share by 2024, with China as the core growth engine at a 10% growth rate, surpassing other major regions [2] - The cross-border import health product market has seen its import value rise from $410 million to $7.75 billion from 2008 to 2024, with a compound annual growth rate of 20.2% [4] Growth Potential - China's dietary supplement market shows substantial growth potential compared to mature markets, with a per capita consumption of $23.3, a penetration rate below 30%, and a low user loyalty rate of 10% [6] - The significant gaps in consumption, penetration, and user loyalty indicate a solid foundation for long-term growth through consumer education and product experience optimization [6] Learning from Japan - Japan's mature market experience, characterized by a balanced regulatory framework, high penetration, and user loyalty rates, provides valuable lessons for China's health product market [9] - Japan's market is expected to reach $13.32 billion by 2024, with a compound annual growth rate of 11.3%, showcasing its resilience during economic downturns [9] Targeted Nutrition Strategies - The dietary habits, cooking methods, and genetic traits of Asian populations necessitate targeted nutritional supplementation [14] - The introduction of age- and gender-specific nutritional strategies is seen as an optimal solution to balance scientific precision and cost-effectiveness [22][24] Industry Practices - FANCL has pioneered the adult age-specific nutrition package, focusing on the unique characteristics of Asian populations and setting a precedent in the industry [26] - The shift from standardized products to personalized nutrition is driven by the need for tailored solutions based on individual health requirements [22][38] Consumer Trends - Social media reflects a trend towards diversified nutritional supplementation, moving from standardized to personalized and precise solutions [18] - The increasing complexity of nutritional products has led to consumer concerns about safety and convenience, driving demand for one-stop solutions [20][34] Innovation and Technology - The industry is evolving towards high-quality upgrades driven by precise nutrition and technological innovation, with a focus on improving absorption rates and product experience [32][38] - FANCL's approach emphasizes high absorption and scientific formulation, moving away from merely high content to effective nutrient delivery [32] Conclusion - The dietary supplement market in China is poised for significant growth, driven by targeted strategies, consumer education, and technological advancements, with companies like FANCL leading the way in innovation and market adaptation [1][6][26]