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] Growth Potential in China - In 2023, China's per capita consumption of dietary supplements was $23.3, only 22% of the U.S. level, with a penetration rate under 30%, indicating substantial room for growth [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% market 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 the diversification of nutritional supplements, with various content forms and audience segments emerging [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-Specific Nutritional Strategies - Age-specific nutritional strategies are emerging as a practical solution to balance scientific precision and cost-effectiveness in the market [22] Scientific Basis for Nutritional Strategies - Age and gender differences in nutrient absorption create a scientific basis for age- and gender-specific nutritional strategies [24] FANCL's Implementation of Age-Specific Strategies - FANCL pioneered the adult age-specific nutrition pack in 2015, focusing on the unique dietary needs of Asian populations [26] Diverse Health Demands - Different demographic groups are increasingly aware of their nutritional needs, driving a trend towards more personalized and comprehensive health solutions [28] Industry Evolution Towards Comprehensive Solutions - The industry is moving towards comprehensive nutritional solutions that address diverse health needs across various demographics [30] High Absorption Focus - Consumers are shifting their focus from "high content" to "high absorption," with a significant majority valuing absorption rates and scientific formulations [32] User Experience Challenges - Consumers face challenges with product conflicts and convenience, prompting the industry to seek integrated solutions [34] FANCL's Innovative Solutions - FANCL's comprehensive nutrition packs address industry pain points through personalized formulations and convenient packaging [35] Precision Nutrition and Technological Innovation - The market is transitioning towards precision nutrition and scientific validation, with innovative formulations and delivery methods enhancing product quality [38]