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 has seen a 19-fold increase 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 Landscape - 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 Dynamics - The cross-border import health product market has grown from $410 million in 2008 to $7.75 billion in 2024, with a compound annual growth rate (CAGR) of 20.2%, indicating a high concentration and rapid growth [4] Growth Potential in China - China's per capita consumption of dietary supplements is only $23.3, which is 22% of the U.S. level, and the overall penetration rate is under 30%, suggesting multiple avenues 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][26] 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, indicating a shift towards personalized nutrition [18] Consumer Challenges - The diversification of nutritional supplements has led to safety and convenience challenges, with many consumers struggling with the complexity of managing multiple products [20][34] Age and Gender-Specific Nutrition 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][30] Demand for Comprehensive Solutions - The industry is moving towards comprehensive nutritional solutions that cater to diverse health needs across various life stages and scenarios [30][38] Innovation in Nutritional Supplements - The market is evolving towards high absorption and scientifically validated products, with innovative formulations and delivery methods gaining traction [32][38]