大雪时节，寒意渐浓，正是"冬藏"调养的好时机。保温杯里泡枸杞、练习八段锦……这些曾经 被视为中老年人专属的养生行为，如今已成为许多年轻人的日常生活习惯，一股养生热潮悄然 兴起。随着"健康中国2030"战略深入推进，养生经济持续升温。《中国美好生活大调查》显 示，2025年，"保健养生"已列入国人消费意愿榜第二位。 为什么越来越多年轻人爱上养生？"药食同源"市场因何爆火？传统养生，如何玩出"新花样"？ 本期《财经二十四节气》带你看。 "脆皮"年轻人，掀起养生潮 在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据 解读报告》显示，今年双十一期间，天猫、京东、抖音、快手等综合电商平台营养保健总销售 额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比翻倍，近100个营养保健细 分品类成交额同比增长超100%。 甘 四 节 气 织 经 纬 ， 山 河 万 象 话 财 经 怨 1 2 21 ■ 07 TATT 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许 多疾病呈现发病年轻化的趋势，让越来越多年轻人开始重视身体健康。麦肯锡数据显示 ...

在上个月结束的"双十一"期间，不少消费者为"健康"激情下单。《2025年双十一全网销售数据解读报告》显示，今年双十一期 间，天猫、京东、抖音、快手等综合电商平台营养保健总销售额达到了238亿元。京东健康有超2500个营养保健品牌成交额同比 翻倍，近100个营养保健细分品类成交额同比增长超100%。 养生的风潮愈刮愈烈，年轻群体成为其中重要的推动力量。在快节奏的工作和生活压力下，许多疾病呈现发病年轻化的趋势， 让越来越多年轻人开始重视身体健康。麦肯锡数据显示，我国约42%的千禧一代表示注重健康管理。据《2025年Z世代健康消费 趋势报告》，47%的年轻人"经常购买"健康产品/服务，形成稳定的消费习惯，有近六成Z世代每年花1000元～5000元在健康上。 在年轻群体中，健康消费不再是尝鲜，而是"习惯性支出"。 02 "中式养生"走红，"药食同源"市场火热 伴随着年轻人"养生血脉"的觉醒，"一边作死，一边自救"的"朋克养生法"正悄然走红。消费者不再满足于普通的食品饮料，而是 更青睐既能满足即时口感，又具备健康调理功能的轻养生产品，传统中医药文化的"药食同源"理念正催生一股消费新潮流。 大雪时节，寒意渐浓，正是"冬藏 ...

Core Viewpoint - The "food and medicine homology" market is rapidly growing, with various companies, including well-known pharmaceutical firms, participating in the 113th National Sugar and Wine Commodity Fair to promote products that align with this concept [2][6][7]. Group 1: Industry Participation - Notable pharmaceutical companies like Tian Shi Li and Tong Ren Tang are showcasing products at the fair, such as functional teas and herbal alcoholic beverages, emphasizing the integration of health and wellness into everyday consumption [3][5]. - Tian Shi Li's new product "Jiang Cha" targets health-conscious individuals aged 30-45, claiming to regulate post-meal blood sugar levels and improve sleep quality, with a monthly sales volume of 40,000 boxes [3][5]. Group 2: Market Growth - The "food and medicine homology" industry is experiencing accelerated growth, with the narrow market projected to reach 265 billion yuan in 2024, reflecting an 18% year-on-year increase [7][8]. - The broader market, including traditional supplements and functional foods, is expected to reach approximately 800 billion yuan by 2024 and 1.2 trillion yuan by 2030, with a compound annual growth rate of about 12% [7][8]. Group 3: Innovation and Consumer Trends - Innovative products like goji berry gummies and ginseng chocolates have seen a 300% compound growth rate among consumers under 35 over the past three years, indicating a strong demand for health-oriented snacks [8]. - The convenience of managing "food and medicine homology" products under regular food regulations, combined with the established efficacy of many traditional Chinese medicinal ingredients, is driving industry growth [8]. Group 4: Standardization Challenges - The current lack of a robust standardization system for "food and medicine homology" products poses risks, as only one local standard exists in Shandong, leading to potential consumer confusion [9][10]. - Experts at the fair discussed the need for nutritional labeling standards to enhance consumer understanding and ensure food safety, emphasizing the importance of integrating scientific research with public education [9][10].

Core Insights - The Chinese medicinal food market is projected to reach 265 billion yuan in 2024, with an 18% year-on-year growth, and is expected to exceed 370 billion yuan by 2025, with the entire industry chain valued at over 2 trillion yuan [1] Policy Benefits - Continuous expansion of the catalog: The National Health Commission is accelerating updates to the "Medicinal Food Catalog," adding four new substances in 2024, bringing the total to 106 by June 2025, providing greater space for product development [1] - Regulatory standardization: A "full-chain traceability" system for food safety will be launched in 2024, requiring companies to upload complete process data; the "negative list management" proposed during the Two Sessions will strengthen raw material safety and efficacy claims, raising industry entry barriers [1] Consumer Demand - Young demographics as the main force: 90% of post-90s individuals have health preservation awareness, with over half taking action; new concepts like "health coffee" and "water substitutes" are gaining popularity, with products like ginseng coffee and yellow essence latte appealing to younger consumers [2] - Diversification of consumption scenarios: The market is shifting from health supplements to daily consumption, exemplified by Hema's upgraded "Traditional Health Water" and ready-to-eat medicinal dishes like Rehmannia chicken soup and yam pork rib soup [2] Industry Innovation and Technology - Product form innovation: Food products now account for 60% of the market, with trends towards instant and snackable formats; for instance, "Yuzhu Lily Drink" retains over 90% of polysaccharides through low-temperature extraction, balancing efficacy and taste [3] - Technology empowering the supply chain: Leading companies are using AI climate models for cultivation, increasing ginsenoside content by 20%; yeast synthesis of ganoderic acid has reduced costs by 40% [3] - Accelerated cross-industry integration: Traditional brands like Tongrentang and Li Liangji are collaborating with Hema to launch health afternoon teas; coffee brands are incorporating ginseng and ganoderma to enhance functionality [3] Social Value and Industry Linkage - Supporting rural revitalization: The cultivation of medicinal food raw materials is driving large-scale development in various regions, such as Guizhou Yuankun Pharmaceutical establishing GAP bases for local medicinal materials, creating a "planting-processing-branding" industry chain [4] - Practicing the "big food concept": The expansion of the catalog promotes the foodification of medicinal materials, broadening food sources and enhancing added value [4]

Core Viewpoint - The "medicine-food homology" industry in China is experiencing explosive growth, driven by increasing health awareness and favorable policies, with the market size surpassing 370 billion yuan and expected to exceed 400 billion yuan in 2024 [3][6]. Market Overview - The market for "medicine-food homology" has reached 376.3 billion yuan in 2023, with a growing number of registered enterprises, totaling over 2,900, and 400 new registrations in the first eleven months of the previous year [6][7]. - The industry is viewed as a vast blue ocean with significant development potential, as it combines the properties of food and traditional Chinese medicine, offering convenience in management compared to strictly regulated health products [7]. Consumer Trends - The younger generation, particularly Generation Z, is becoming the main consumer force in health and wellness, driving innovation in "medicine-food homology" products across various sectors such as snacks, dairy, and beverages [4][16]. - The demand for health products is expanding beyond the elderly demographic, with a notable increase in the consumption of health supplements among middle-aged and young consumers [8][10]. Product Innovation - Innovative products are emerging, such as traditional Chinese medicine-infused snacks and beverages, which are transforming the perception of these ingredients from "disease assistance" to "daily consumption" [15][17]. - Major companies are collaborating to develop health-oriented products, such as dairy products and condiments infused with traditional Chinese medicinal ingredients [17]. Regulatory Environment - The Chinese government is actively promoting the "medicine-food homology" sector through policies that simplify recognition processes and expand the list of approved substances, with 106 items currently included [10][11]. - However, the industry faces challenges due to a lack of standardized regulations, leading to market confusion and potential consumer deception regarding product claims [11][12]. Quality Control and Challenges - Quality control remains a significant issue, with concerns about the authenticity and consistency of medicinal ingredients, necessitating advanced technologies for traceability and verification [18]. - The industry is also grappling with homogenization, where many manufacturers replicate successful products, leading to a crowded market where price becomes a primary competitive factor [18]. Future Directions - The industry is moving towards standardization, technological advancement, and innovation, with a focus on research-backed product development to differentiate genuine innovations from mere marketing gimmicks [18].