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 only 10% of users being loyal, revealing significant growth potential [6] Regional Dynamics - The Asia-Pacific region is projected to hold a 38% market share in 2024, with China as the core growth engine at a 10% growth rate, surpassing other major regions [2] Cross-Border Market Growth - 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] Market Gaps - China's dietary supplement market shows a per capita consumption of $23.3, significantly lower than the U.S. and with a penetration rate under 30%, indicating room for growth through consumer education and product optimization [6] Learning from Japan - Japan's mature market experience, characterized by a balanced regulatory framework and high consumer penetration, offers valuable lessons for China's health product market [9] FANCL's Market Leadership - FANCL leads the Japanese market with an 18% share, leveraging over 40 years of brand experience and a focus on Asian dietary needs [12] Nutritional Needs of Asian Populations - Significant differences in dietary structure, cooking habits, and genetic traits among Asian populations necessitate targeted nutritional supplementation [14] Social Media Influence - Social media is driving a diversification trend in nutritional supplements, moving from standardized products to personalized solutions [18] Consumer Challenges - The diversification of nutritional supplements has led to safety and convenience challenges, with many consumers struggling to manage multiple products [20] Age and Gender-Specific Strategies - Age and gender-specific nutritional strategies are emerging as optimal solutions, balancing scientific precision with cost-effectiveness [22][24] Industry Practices - FANCL has pioneered age-specific nutritional packages, addressing the unique dietary needs of different age groups and genders [26] Expanding Market Demand - Diverse consumer groups are increasingly aware of their nutritional needs, driving a trend towards comprehensive and refined nutritional solutions [28] Innovative Product Development - FANCL's comprehensive nutritional packages address industry pain points through personalized formulations and convenient designs [35] Future Trends - The industry is moving towards high-quality upgrades driven by precision nutrition and technological innovation, with a focus on scientific evidence and improved absorption rates [38]