从“中老年专属”到覆盖3.5亿潜在用户，「新一代鱼油」如何引领40%年复合增长的250亿内服市场？

Core Viewpoint - The article discusses the evolving landscape of health food products, particularly focusing on dietary supplements like fish oil, highlighting their growing importance in the context of an aging population and increased health awareness among consumers [2][10][13]. Group 1: Characteristics of Health Food Products - Health food products, including dietary supplements, are often complex and exist in a gray area between food and medicine, leading to consumer confusion and potential exploitation [2]. - These products are generally driven by raw material research and innovation, with a focus on specific ingredients such as traditional Chinese medicinal foods and vitamins [3]. - The typical forms of these products include tablets, capsules, and liquid forms, with varying compositions of single or mixed ingredients [9]. Group 2: Focus on Fish Oil - Fish oil is identified as a significant category within health food products, experiencing a resurgence due to its perceived health benefits, particularly for eye health and among pet owners [10][11]. - The fish oil market is influenced by the upcoming IPO of leading brands like Shandong Yuwang Technology, which signals market maturity and potential consolidation opportunities [11]. - Social media marketing strategies, exemplified by brands like WHC, are reshaping consumer engagement and expanding market reach [12]. Group 3: Market Trends and Consumer Behavior - The COVID-19 pandemic has heightened health awareness, leading to a surge in demand for health products, including fish oil, as consumers shift from treatment-focused to prevention-oriented health practices [19][20]. - The aging population in China is driving demand for products that support chronic disease management, particularly cardiovascular health, where fish oil is recognized for its Omega-3 content [23]. - New consumer segments, particularly high-income individuals, are emerging, seeking premium health products that align with their health-conscious lifestyles [31]. Group 4: Challenges and Opportunities - The health food industry faces a trust crisis, with consumers struggling to verify the authenticity of health claims and certifications [29]. - Overemphasis on product efficacy without substantiated evidence contributes to skepticism among consumers, necessitating a shift towards more transparent and factual marketing approaches [30]. - The industry is witnessing a rise in scientifically literate consumers who demand higher quality and more innovative health products, pushing brands to differentiate beyond mere purity claims [31][34]. Group 5: Future Directions - There is a need for brands to innovate by creating products that cater to specific consumer scenarios, such as gifting or targeting niche demographics like children and elderly men [37]. - The focus should shift from selling raw materials to offering comprehensive solutions that include knowledge and services related to health management [40]. - Building trust through effective visual branding and transparent communication is essential for consumer engagement in the health food sector [34].