今天分享的是：2025药食同源市场趋势洞察 报告共计：23页 2025年药食同源市场持续扩容，主流电商平台销售额达1266.3亿元，同比增长28.9%，均价稳步提升至74.5元/件，中高端产品占比扩大。消费者健康需求凸 显，社媒关注度激增，MAT2025相关发帖量达88.3万篇，同比增长71.9%，热门话题聚焦年轻人需求，将药食同源成分融入茶饮、奶茶等日常品类。人群方 面，男性关注度显著提升至43.0%，50岁以上群体为核心，低线城市覆盖扩大。核心品类中，保健食品以杜仲叶、西洋参等为核心，中西成分复配成趋势； 传统滋补品向便携即食、零食化升级；食品饮料领域，中西式糕点、茶饮为核心应用载体，成分科学复配成为主流。市场呈现从单一成分到多元复配、泛养 生到精准定制、全场景覆盖的发展趋势，姜黄、黄芪等为高潜力成分。 以下为报告节选内容 ０１ 药食同源市场概! Contents目录 S 02 三大核心品类表] 03 药食同源趋势总组 Part1药食同源市场概览 食疗滋补在消费者中意愿强烈, 营养健康食品市场涨势迅猛 健康养生人群改善健康的方式 2024年 消费者常见健康困扰 消费者对中式养生态度 精力不济 42% 购买 ...

Group 1: Core Insights - The Chinese consumer market in 2025 is characterized by both chaos and fragmentation, with a shift towards efficiency, value, and trust as the essence of competition [2] - The year witnessed significant events such as the end of the food delivery war, a crisis in the prepared food sector, and the rise of hard discounts while soft discounts declined [2] - Major international brands are seeking survival through divestitures, while the middle class experiences repeated disillusionment in consumption [2] Group 2: Food Delivery War - The food delivery war was ignited by JD's aggressive entry into the market, leading to a fierce subsidy competition among major players like Meituan and Alibaba [5][6] - In Q2 2025, the three major players burned through at least 30 billion yuan, equivalent to the total industry profit of the previous year [6] - The war has severely impacted small businesses and delivery personnel, highlighting the unsustainable nature of the competition [6] Group 3: Prepared Food Crisis - The prepared food crisis began with a public dispute involving a well-known restaurant, exposing significant gaps in consumer trust and industry standards [10][11] - The crisis has led to the closure of 102 stores by the affected restaurant and highlighted the precarious state of the industry, with many companies facing severe losses [12] - The market for prepared foods is projected to grow significantly, with the government moving towards establishing clearer standards [12][13] Group 4: Hard Discount Battle - The hard discount retail sector is experiencing explosive growth, with major players like JD and Hema aggressively expanding their store presence [16][18] - The distinction between hard and soft discounts is becoming more pronounced, with hard discounts focusing on sustainable low prices through private label products [18][19] - The competition is shifting from price wars to efficiency in supply chains and operational capabilities [19] Group 5: Dairy Product Trends - The "milk skin" product has gained immense popularity, evolving from a local specialty to a nationwide trend, with significant sales figures reported [21][22] - The product's success is attributed to its versatility and the ability to integrate into various food categories, driving demand and industry expansion [22] Group 6: Medicinal Food Market - The market for medicinal food has surpassed 370 billion yuan, with a growing emphasis on integrating traditional Chinese medicine into everyday food products [25][26] - The industry is witnessing an expansion of raw materials and innovative product forms, driven by advancements in technology and consumer demand [27][28] Group 7: International Brand Divestitures - In 2025, international brands like Starbucks and Burger King began divesting their Chinese operations, indicating a shift in market dynamics [31][32] - The decline in market share for these brands is attributed to their inability to adapt to the rapidly changing consumer landscape in China [32] - Successful local brands have capitalized on this opportunity, demonstrating the potential for growth through localized strategies [33] Group 8: Middle-Class Consumer Sentiment - The middle class in China is experiencing a sense of disillusionment, reacting negatively to price increases and perceived quality issues [36][39] - This demographic is increasingly critical of brands that do not meet their expectations, indicating a shift in consumer behavior and brand loyalty [39] Group 9: Weight Management Trends - 2025 has been dubbed the "Year of Weight Management," with a national initiative promoting healthy weight control [41][44] - The market for weight management products is projected to reach 326 billion yuan, with a significant increase in demand for functional foods [45][46] Group 10: IPO Activity in Hong Kong - The Hong Kong stock exchange has seen a surge in IPO activity, with 111 companies raising over 250 billion yuan in 2025, surpassing previous expectations [49][50] - The consumer sector has been a major focus, with numerous retail and consumption-related companies going public [50][51] - The trend of dual listings (A+H shares) is also gaining momentum, indicating a robust interest in capital markets [52]

Core Insights - The report indicates a strong growth momentum in the medicinal food market driven by increasing health concerns among consumers, such as sub-health and poor sleep quality, leading to a rising demand for health maintenance products [1][11][19] - The market is characterized by expansion in scale, diversification of consumption, and significant product innovation [1][19] Consumer Trends - Over half of the health-conscious population opts for dietary therapy to improve health, with 28% highly focused on traditional Chinese health practices [1][11] - Social media has become a core platform for market engagement, with 883,000 posts related to medicinal food during the MAT2025 period, reflecting a 71.9% year-on-year increase [1][8] - The focus of discussions is primarily on younger demographics, with trending products like new-style tea and herbal milk tea gaining popularity [1][8][9] - Male interest in medicinal food has significantly increased, with the core consumer group being individuals aged 50 and above, and growing attention from lower-tier cities [1][15][18] Market Overview - The online medicinal food market has shown a fluctuating upward trend in sales volume and revenue over the past three years, with a reported sales revenue of 126.63 billion yuan during MAT2025, marking a 28.9% increase year-on-year [1][19][20] - The average price of products has steadily increased, indicating enhanced product value and a growing share of mid-to-high-end products in the market [1][19] Core Product Categories - The three main product categories—health supplements, traditional tonics, and food and beverages—exhibit distinct growth characteristics: - Health supplements saw a revenue increase of 45.7%, with emerging ingredients like Eucommia leaves experiencing rapid growth [2][27] - Traditional tonics grew by 18.7%, with ingredients like almonds and Gastrodia elata showing significant increases, while products are evolving towards convenience and snack formats [2][27] - Food and beverages grew by 12.6%, outpacing the overall market growth, with ingredients like Rehmannia and Angelica quickly penetrating the market [2][27] Ingredient Trends - The medicinal food market has shifted from a broad health focus to more precise customization, with segments like gut health and cardiovascular care experiencing explosive growth [2][11] - Ingredient applications are moving from single to compound formulations, with products like Five Red Soup and Seven White Drink performing exceptionally well [2][11] Emerging Ingredients - Core ingredients such as donkey-hide gelatin and goji berries maintain a stable market base, while turmeric and astragalus are identified as high-potential ingredients with significant growth rates [21][24]

Core Insights - The health-conscious consumer trend is driving demand for food products that offer health benefits, leading to increased interest in "food-medicine" products like goji berries, yam, and red dates [1][3][4] Industry Overview - The "food-medicine" concept is rooted in traditional Chinese medicine, emphasizing the dual role of certain foods as both nutrition and medicine [3] - The market for "food-medicine" products in China is projected to reach 56.78 billion yuan in 2024, with a year-on-year growth of 3% [1][6] Market Dynamics - The nutritional health food market in China is expected to grow to 678 billion yuan in 2024, reflecting a 7.3% increase year-on-year, providing a solid foundation for the "food-medicine" industry [6][7] - Sales of traditional ingredients like bird's nest and goji berries remain strong, while new ingredients like poria and astragalus are gaining traction, with astragalus seeing a 75.2% increase in sales [7][8] Competitive Landscape - The "food-medicine" industry features diverse competition from traditional pharmaceutical companies, food enterprises, new retail businesses, and internet health companies [9][10] - Major players include Tongrentang, Yunnan Baiyao, and Kang En Bei, which leverage their traditional medicine expertise to develop health-oriented food products [10][11] Development Trends - Future product development will focus on functional and scenario-specific offerings, catering to various consumer needs, such as liver health for night owls and digestive health for the elderly [12][15] - Cross-industry collaborations will become common, integrating "food-medicine" with baked goods, beverages, and other food categories to enhance flavor and health benefits [14][15] - Young consumers are emerging as a new growth segment, with increased interest in health products and innovative formats appealing to their preferences [15][16] - Stricter regulatory policies are expected to drive the industry towards higher quality standards, with ongoing support for traditional health culture and product innovation [16]

Core Viewpoint - The Shandong Economic Development Zone aims to enhance its economic quality and efficiency by focusing on a "3+1" industrial system, which includes new materials, health food and medicine, intelligent manufacturing, and new energy, while implementing a collaborative reform across five chains: industrial, innovation, service, funding, and talent [1] Group 1: Strengthening Resilient Industrial Chains - The development plan addresses issues of scattered industrial layout and weak chain connections by implementing a "three closed-loop, two agglomeration, one leading" strategy to eliminate industrial bottlenecks [2] - A closed-loop system for the silicon materials industry is being established, involving major enterprises and creating a comprehensive supply chain from silicon ore to glass products, targeting a hundred billion-level industry [2] - The molybdenum materials industry is also being upgraded through a closed-loop system, enhancing the production of high-end molybdenum products [2] - The traditional Chinese medicine industry is being developed into a full production process chain, promoting local medicinal materials and establishing a strong brand [2] Group 2: Activating Forward-looking Innovation Chains - The focus is on collaborative innovation through platforms, talent acquisition, and effective transformation to address resource dispersion and talent shortages [4] - Innovation resources are being centralized through the establishment of technology platforms and research centers, leading to significant advancements in key technologies [4] - A talent matching model is being implemented to align skilled personnel with industry needs, resulting in the creation of specialized teams to tackle technical challenges [4] - A closed-loop mechanism for innovation is being established to ensure that research outcomes meet industry demands, fostering a healthy cycle of technology commercialization [4] Group 3: Enhancing Quality Service Chains - Continuous optimization of the business environment is being pursued through innovative service models that enhance efficiency and reduce costs [6] - A dual-party signing model for joint investment is being implemented to facilitate major projects, alongside a comprehensive support system for new enterprises [6] - Customized services are being offered to reduce operational costs for businesses, including tailored facilities and energy supply solutions [6][7] Group 4: Streamlining Diverse Funding Chains - A multi-channel funding supply system is being constructed to meet the financial needs of enterprises at different development stages [8] - A robust investment strategy is being adopted, with a focus on attracting significant projects and ensuring substantial investments [8] - Financial support mechanisms are being established to facilitate easier access to funding for local enterprises [9] Group 5: Solidifying High-end Talent Chains - A comprehensive talent supply system is being developed to attract, utilize, and retain skilled professionals essential for high-quality industrial development [10] - Innovative personnel management practices are being introduced to enhance talent mobility and collaboration across regions [10] - Platforms for practical training and mentorship are being established to develop young professionals into key contributors [10][11]

Core Viewpoint - The article discusses the rising trend of health and wellness consumption among young people in China, driven by increasing health awareness and the integration of traditional Chinese medicine concepts into modern lifestyles [2][3]. Group 1: Health Consumption Trends - During the "Double Eleven" shopping festival, the total sales of nutritional and health products reached 23.8 billion yuan, with over 2,500 health brands on JD experiencing a doubling in sales [4]. - Approximately 42% of millennials in China prioritize health management, and 47% of young people frequently purchase health products or services, establishing a stable consumption habit [4][8]. - The spending range for health products shows that 26% of young consumers spend between 3,000 to 5,000 yuan annually on health [6]. Group 2: Traditional Chinese Medicine and Health Products - The "medicine and food homology" market has grown significantly, with a market size exceeding 20 billion yuan and a year-on-year growth of 22.3% [8]. - The popularity of health teas that combine traditional Chinese medicinal ingredients with modern beverages is on the rise, attracting a younger audience [8][11]. - The health economy is expanding into various daily life scenarios, with a 100% year-on-year increase in health-related posts on social media platforms like Xiaohongshu [12][15]. Group 3: Industry Challenges and Future Outlook - The health economy is experiencing rapid growth, but issues such as concept speculation, exaggerated efficacy claims, and lack of standards need to be addressed for sustainable development [15]. - The integration of traditional health wisdom with modern lifestyles is driving growth in health drinks, nutritional supplements, and health services, reflecting a national awakening in health consciousness [15].

Core Viewpoint - The rise of health consciousness among young people in China is driving a significant trend in the wellness economy, with traditional health practices gaining popularity and becoming integrated into daily life [3]. Group 1: Young Consumers Driving Wellness Trends - During the recent "Double Eleven" shopping festival, the total sales of nutritional and health products reached 23.8 billion yuan across major e-commerce platforms [5]. - Young consumers are increasingly prioritizing health management, with approximately 42% of millennials focusing on health, and 47% of Gen Z frequently purchasing health products or services [5]. - The average annual spending on health by nearly 60% of Gen Z is between 1,000 to 5,000 yuan, indicating a shift from trial purchases to habitual spending on health [5]. Group 2: Popularity of Traditional Chinese Health Practices - The concept of "food and medicine being of the same origin" is gaining traction, with the market for related products exceeding 20 billion yuan and growing by 22.3% year-on-year [9]. - There is a notable increase in the search volume for special medical purpose foods and health supplements, with a nearly 40% rise in searches during the first week of "Double Eleven" [9]. - Young consumers are favoring light health products that combine immediate taste satisfaction with health benefits, leading to the popularity of health tea drinks that incorporate traditional Chinese medicinal ingredients [9]. Group 3: Expansion of the Wellness Economy - The wellness economy is expanding into various aspects of daily life, with a significant increase in health-related content shared on social media platforms, such as a 100% year-on-year growth in health-related posts on Xiaohongshu [11]. - The health industry is witnessing rapid growth in segments like health tea drinks, nutritional supplements, and traditional Chinese medicine services, reflecting a heightened national awareness of health and a pursuit of a better quality of life [15]. - However, the industry faces challenges such as concept hype, exaggerated claims, and a lack of standards, necessitating regulatory guidance to ensure that wellness practices remain genuinely beneficial [15].

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].