调研数据显示，2025年，在让自己和家人更健康的消费投入上，75.6%的消费者选择了营养保健品。其 中，有43%的人购买了1-2款营养保健产品，有36.2%的人购买了3-4款产品。维生素D、鱼油、氨糖、叶 黄素、蓟类提取物等相关营养保健产品位列大家选择前列。 当健康管理从"被动应对"转向"主动前置"，营养保健消费正迎来全方位的升级与重构。2025年，伴随全 民健康意识的深度觉醒，消费者对营养补充的需求愈发清晰、精准，不再满足于泛化的营养补充，而是 聚焦核心成分的功效适配、场景匹配与人群细分需求。 ● 调研显示，2025年，有43%的消费者购买了1-2款营养保健产品，36.2%的人购买了3-4款产品，成分认 知与功效匹配度成为影响购买决策的核心前提，维生素D、鱼油、氨糖、叶黄素、蓟类提取物等相关产 品位列购买选择前列，京东健康AI营养师"小晶"介绍，它们分别对应免疫与骨骼健康、心脑血管养 护、关节养护、眼部健康、肝脏养护五大核心健康需求。 ● 2025年，京东营养保健品类商品数量同比增长67%，京东健康通过引进更多品牌、拓宽品类价格带， 满足消费者对营养健康保健产品的多样化需求，其中，改善情绪、改善睡眠、孕产营 ...

林秀芬进行主题分享。 除了核心产品氨糖外，蓝湾的研发视角也聚焦在壳寡糖、有机硒等海洋生物领域。林秀芬以壳寡糖举例说，蓝湾和北京大学翟茂林教授团队、北京化工 大学谭天伟院士团队分别进行壳寡糖技术合作，已实现脱乙酰度稳定94%以上的技术突破，2024年实现年产150吨以上的规模化生产。"目前，壳寡糖制备技 术被列为'国家火炬计划''国家海洋经济创新发展区域示范'等多个项目。"林秀芬说。 近年来，人类在向海洋要食物、要能源的同时，也向海洋寻找健康的答案。"蓝湾是专业从事海洋生物多糖原料、制剂、保健食品和药品开发的国家高 新技术企业，自2005年成立以来，始终以海洋新药创制为导向，对海洋药用资源进行科学、系统、有序地开发。"林秀芬说，蓝湾以高纯硫酸氨基葡萄糖 （以下简称"氨糖"）、壳寡糖、硒化卡拉胶（有机硒）三大支柱加快产品矩阵推进速度，并携手多家院校、科研研究所等机构，转化落地了10多个海洋生物 项目。目前，有20多个发明专利在途。 据林秀芬介绍，2005年，自然资源部第三海洋研究所（以下简称"海洋三所"）历经8年攻关，成功在海洋生物甲壳中提取纯度99%以上的氨糖。为了进 一步攻克氨糖产业"卡脖子"技术，蓝湾科技与 ...

Core Insights - The article emphasizes the increasing importance of quality and trust in the competitive health supplement market, highlighting the rapid growth and changing consumer behavior in this sector [2][5][17]. Market Growth and Trends - The Chinese health supplement market is projected to exceed 400 billion RMB by 2025, with online sales channels rising from less than 30% in 2019 to nearly 60% currently, surpassing traditional sales channels [4][5]. - JD Health has reported a significant increase in its market share and annual repurchase rates, with Q3 growth reaching three times the expected growth for 2024 [5][7]. Consumer Behavior - Consumers are becoming more discerning, often researching ingredients and formulations before purchasing health supplements, indicating a shift towards informed decision-making [9][10]. - The article notes that while consumers like Zhang Tao with a biological background are rare, there is a growing demand for easy access to reliable product information [10]. AI and Technology Integration - JD Health has developed an AI nutritionist system to assist consumers in selecting suitable health products, which has shown to outperform human nutritionists in knowledge and response quality [10][11]. - The AI nutritionist has handled approximately 95% of professional consultations in the health supplement category, serving over 20 million users annually [11]. Evidence-Based Nutrition System - JD Health is establishing an evidence-based nutrition system to validate the efficacy of health supplements, aiming to provide consumers with scientifically backed product recommendations [13][28]. - The company is implementing a "28-day ineffective return" policy and other guarantees to enhance consumer trust and encourage purchases [13]. Strategic Partnerships and Brand Development - JD Health has launched the S100 project, collaborating with 100 leading health supplement brands to enhance product offerings and marketing strategies [26][28]. - The company is focusing on deepening partnerships with brands to optimize product development based on consumer insights, as demonstrated by successful product launches like high-purity fish oil [29][30]. User Engagement and Marketing Strategies - JD Health is shifting its marketing focus from merely acquiring traffic to fostering long-term user relationships, emphasizing the importance of brand loyalty and user retention [18][26]. - The company is leveraging personalized marketing strategies to convert potential customers into loyal users, enhancing sales conversion rates [22]. Future Outlook - JD Health plans to invest 1.6 billion RMB in marketing resources by 2026, targeting key areas such as child and adolescent development, joint health, and anti-aging products [32]. - The company aims to build a sustainable growth model based on consumer trust and scientific validation, positioning itself as a leader in the health supplement market [33].

Core Insights - The health supplement market in China is rapidly expanding, with projections indicating it will exceed 400 billion RMB by 2025, driven by increasing health awareness among consumers [1][4] - Online sales channels have surged, now accounting for nearly 60% of the market share, surpassing traditional channels like direct sales and supermarkets [1] - Trust and quality are becoming critical in the competitive landscape of health supplements, as consumers face information asymmetry and marketing noise [2][11] Market Trends - JD Health reported that its annual repurchase rate for health supplements significantly exceeds the industry average, with a third-quarter growth rate three times that of the projected annual growth for 2024 [2][4] - Over 7,000 brands have experienced sales growth for three consecutive years, with new user numbers increasing by 30% and new product sales rising by 40% [4] Consumer Behavior - Consumers are increasingly discerning, focusing on ingredients, efficacy, and scientific backing rather than just price when selecting health supplements [5][9] - The introduction of AI nutritionists has improved user experience, with 95% of professional consultations now handled by AI, serving over 20 million users annually [7][21] Product Development and Standards - JD Health is establishing an evidence-based nutrition system to evaluate health supplements, ensuring they meet standards of "good ingredients, good manufacturing, and good absorption" [9][19] - The company is collaborating with brands to develop new products based on consumer insights, leading to successful launches such as high-purity fish oil and probiotics [19][20] Marketing and User Engagement - JD Health's marketing strategy includes initiatives like the "S100 project," which focuses on building long-term partnerships with top brands, providing significant resource support for marketing and product launches [19][21] - The company is enhancing user engagement through personalized marketing strategies, aiming to convert potential customers into loyal users [14][21] Supply Chain and Logistics - JD Health is leveraging its supply chain capabilities to improve logistics for cross-border health products, significantly reducing delivery times and costs [10][21] - The company plans to invest 1.6 billion RMB in marketing resources for 2026, focusing on key areas such as children's nutrition and anti-aging products [20][21]

Core Insights - The 8th China International Import Expo (CIIE) is being held in Shanghai from November 5 to 10, showcasing nearly 100 health products from Melaleuca, aligning with China's "Healthy China" strategy and "Weight Management Year" initiative [1][3] Group 1: Product Launch and Strategy - Melaleuca launched two products specifically tailored for Chinese consumers: MOUNTAIN CABIN® MCT sugar-free instant coffee and WIGGLE® black maca tablets, emphasizing personalized health solutions [3] - The company has invested over 2 billion yuan in China to establish smart factories, foreign R&D centers, and modern logistics, enhancing local market engagement and innovation capabilities [5] Group 2: Global Resource Integration - Melaleuca has deepened strategic partnerships with leading global suppliers in health foods and biosciences, with a total procurement amount nearing 700 million yuan during the last two expos [7] - The collaboration with suppliers like Xianle has led to innovative products in weight management, utilizing advanced release technology to improve formulation science and user experience [7][9] Group 3: Market Impact and Future Plans - Melaleuca's strategy of "In China, For China" aims to upgrade product quality by integrating global premium raw materials, providing safer and higher-quality health products for Chinese consumers [9] - The company plans to continue participating in the CIIE, recognizing its significant market conversion capabilities and the importance of understanding Chinese consumer needs [9]

Core Insights - The eighth China International Import Expo (CIIE) is being held from November 5 to 10 in Shanghai, showcasing nearly a hundred health products from Meleca, aligning with China's "Healthy China" strategy and the "Weight Management Year" initiative [1][3] Group 1: Product Launch and Strategy - Meleca launched two products specifically tailored for Chinese consumers: MOUNTAIN CABIN MCT sugar-free instant coffee and Wiger black maca tablets, emphasizing personalized health solutions [3] - The company has invested over 2 billion yuan in China to establish smart factories, foreign R&D centers, and modern logistics centers, enhancing local market engagement and innovation capabilities [5] Group 2: Global Resource Integration - Meleca has deepened strategic partnerships with leading international suppliers in health foods and biosciences, with a cumulative procurement amount of nearly 700 million yuan during the last two expos [7] - Collaborations with suppliers like Xianle have led to innovative products in weight management, utilizing advanced release technology to improve formulation science and user comfort [7][9] Group 3: Market Impact and Future Plans - Meleca's partnerships with high-quality raw material suppliers are crucial for upgrading product quality in the Chinese market, transforming global resources into health solutions tailored for Chinese families [9] - The company plans to continue participating in the CIIE, recognizing its role in connecting with Chinese consumers and contributing to the "Healthy China" initiative [9]

Core Viewpoint - The article discusses the challenges and opportunities in the elderly nutrition product market in China, highlighting the need for standardized regulations to address issues of product quality and consumer trust [3][6][8]. Group 1: Market Overview - The elderly nutrition product market is expected to experience significant growth due to the aging population, with a projected market size of 522.3 billion yuan in 2024 [8]. - The market for nutritional functional foods and health foods is estimated to reach 289.1 billion yuan and 233.1 billion yuan, respectively [8]. - The annual compound growth rate for nutritional functional foods is expected to be 8.5% over the next five years, surpassing the previous five-year rate of 6.6% [8]. Group 2: Current Challenges - The market is currently characterized by a lack of standards, leading to a mix of quality in elderly nutrition products, with some products not meeting the specific nutritional needs of older adults [6][9]. - Many products are marketed with exaggerated claims, creating a trust crisis among elderly consumers [8]. - The absence of specialized standards has allowed some companies to exploit loopholes, using general food standards to market products that should be classified as health foods [5][6]. Group 3: Regulatory Developments - A new national standard for elderly nutrition supplements has been proposed, which aims to define and regulate products specifically designed for individuals over 60 years old [8][9]. - The draft standard includes strict requirements for raw materials, such as a minimum of 20% high-quality protein content and restrictions on the use of hydrogenated fats [9]. - The introduction of this standard is seen as a crucial step towards improving product quality and shifting the industry from concept marketing to value-based supply [9].

Group 1 - The core viewpoint highlights a significant shift towards "health consumption" during the recent National Day and Mid-Autumn Festival holidays, indicating a growing public awareness of health and a transformation in consumer attitudes [1] - During the 8-day holiday, traditional health products such as bird's nest, Ejiao cake, and Western ginseng saw explosive sales growth, with a year-on-year increase of 205% [1] - Modern nutritional supplements like lysine, protein powder, and glucosamine also experienced strong sales, with year-on-year growth rates of 200%, 85%, and 76% respectively, reflecting consumers' preference for practical and caring health products [1] Group 2 - The health consumption trend continues with the upcoming 11.11 shopping festival, where consumers can participate in promotional activities while purchasing health-related products [2] - During the 11.11 event, the number of limited-time free draw opportunities will double, and the maximum cash back amount will triple, enhancing the consumer experience [2]

Core Viewpoint - The health supplement industry in China is entering a new phase of scientific consumption, marking an upward turning point with significant changes in consumer demographics, channel distribution, product iteration, and niche markets [1][10]. Industry Overview - The total market size of China's nutrition and health food market is projected to reach 522.3 billion yuan in 2024, with nutritional functional foods accounting for 289.1 billion yuan and health foods for 233.1 billion yuan. The compound annual growth rates (CAGR) from 2019 to 2024 for these segments are 6.6% and 5.0%, respectively, with expected increases to 8.5% and 5.1% from 2024 to 2029 [1][11]. - In 2024, the per capita expenditure on nutrition and health foods in mainland China is estimated to be 355 yuan, indicating significant room for growth compared to developed countries [1][11]. Consumer Trends - The younger demographic, particularly women aged 25-35, is becoming a significant consumer force, driven by increased health awareness post-pandemic. This group views health supplements as part of their daily diet, influenced by social media and a growing understanding of scientific consumption [1][10][11]. Channel Dynamics - The online sales of health supplements in China surged from 107.4 billion yuan in 2022 to 142.1 billion yuan in 2023, with platforms like Douyin (TikTok) emerging as major sales channels. Douyin's sales growth reached 37% in 2024 and 38% in the first half of 2025, surpassing Tmall to become the leading online platform [2][32][31]. - The cross-border e-commerce channel is gaining traction due to its relaxed regulatory requirements, allowing for a wider variety of products to enter the market without lengthy registration processes [22][23]. Product and Market Segmentation - The industry is experiencing accelerated product iteration, with shorter product life cycles demanding higher R&D and operational capabilities from companies. Key high-growth segments include anti-aging, sports health, cardiovascular health, liver protection, and probiotics [3][10][37]. - Specific product trends include the use of ingredients like ergothioneine, PQQ, and NAD+ in anti-aging products, glucosamine and calcium in sports health, and various types of fish oil in cardiovascular health [3][10]. Regulatory Environment - The regulatory framework for health supplements is positioned between functional foods and special foods, with stricter requirements for offline products compared to more lenient online sales [13][19]. - The approval process for offline health supplements is rigorous, requiring registration or filing, while online products can bypass some of these hurdles, leading to a more diverse product offering [19][22].

Investment Rating - The report rates the health supplement industry as "Outperform" [1] Core Insights - The health supplement industry is entering a new upward cycle, driven by rising health awareness among younger consumers and the emergence of new consumption trends [6][9] - The market for nutritional health products in China is projected to reach 522.3 billion yuan by 2024, with a compound annual growth rate of 5.7% from 2019 to 2024 [10][11] - Online sales channels are becoming increasingly important, with a significant rise in sales through platforms like Douyin, which has become the leading online sales platform for health supplements [32][35] Summary by Sections Industry Characteristics - The industry is characterized by a clear trend towards younger consumers, the emergence of new niche markets, and accelerated product iteration [7][9] - The overall scale of the traditional health supplement market is over 300 billion yuan, growing at approximately 5% annually, while new consumption segments such as anti-aging and cardiovascular health are emerging [9] Market Dynamics - The online sales of health supplements in China grew from 107.4 billion yuan in 2022 to 142.1 billion yuan in 2023, indicating a strong shift towards e-commerce [29][30] - Douyin's sales growth in health supplements reached 38% in the first half of 2025, surpassing other platforms like Tmall and JD [32] Key Segments - The report identifies several high-growth segments within the health supplement industry: - Anti-aging: Focused on products like ergothioneine and NAD+ [49][52] - Sports nutrition: Emphasizing glucosamine and calcium products [55] - Cardiovascular health: Highlighting deep-sea fish oil and phospholipid products [58] - Liver health: Addressing needs arising from unhealthy lifestyles [61] - Probiotics: Targeting gut health and overall wellness [66] Investment Recommendations - The report suggests focusing on brands with strong product operation capabilities and high brand recognition, such as Ruoyuchen and H&H International Holdings [5][69] - For production, it recommends selecting leading companies with substantial scale and customer resources, such as Xianle Health [5][69] - In the raw material sector, it highlights industry leaders like Jindawei [5][69]