营养补充剂 丨洞察 报告 核心摘要： 全球营养补充剂市场强劲增长，中国以 10% 增速领跑全球，成为最具活力增长极。中国跨境进口保健品市场 16 年增长 19 倍， FANCL 等头部五强占据超 60% 市场份额，成为高速增长赛道中的领军力量。尽管市场规模可观，但人均消费仅为美国 22% 、渗透率不足 30% 、粘性用户仅 10% ，三重差距揭示出数倍 增长 空间。 亚洲人群在膳食结构、烹饪习惯和体质基因三方面与欧美人群的显著差异，决定了针对性营养补充的必要性。然而，当前市场面临营养补充多元化带来的安全性与便 利性双重挑战， " 瓶瓶罐罐 " 管理负担与成分叠加过量风险凸显，倒逼行业向科学化、精准化转型。 分龄分性别营养策略成为兼顾科学精准与成本效益的最优解。 FANCL 作为行业先行者，于 2015 年率先推出全球首款成人分龄营养包，深耕亚洲体质特征，开创 行业先河。日本市场政策、消费、供给三端协同成熟的发展经验，为中国保健品市场的发展提供了宝贵经验。 未来，精准营养与科技创新将共同推动行业向高质量升级，通过持续消费者教育和产品体验优化，满足消费者全生命周期的健康需求。 区域格局：中国成为全球最强增长引擎 ...

在全球营养保健品行业竞争日趋激烈的背景下，第四次亮相中国国际进口博览会的GNC健安喜，不仅 迎来品牌创立90周年的里程碑，更释放出深耕中国市场的强烈信号。 本次参展，GNC以"营养九十年，活出生命力"为主题，集中展示了其覆盖全生命周期的营养解决方案， 积极响应国家"主动健康"战略，展现其在中国市场持续深耕的决心与实力。 "近年来我们在进博会的展台规模和品牌露出实现了五倍以上的增长，与此同时，我们在中国的业务也 实现了五倍的发展。"GNC中国总经理赵子强透露。他表示，进博会不仅是一个展示窗口，更是GNC与 产业链上下游、平台方、合作方乃至消费者建立信任与共识的核心枢纽。 从"广而全"到"细而精"，GNC构建全生命周期营养矩阵 进博会作为中国推动高水平对外开放的平台，其释放的"溢出效应"正成为跨国企业在中国市场实现跨越 式发展的关键杠杆。 GNC自进入中国市场已有15年，在全球约50个国家和地区拥有产品经营与销售网络，是行业公认的全 球知名营养品牌。 在本届进博会上，GNC展出了七大核心产品板块，包括综合营养包、心脑血管健康、母婴营养、高端 植萃、骨关节养护、维矿家族及保健食品，形成了从基础营养到精准干预的全方位 ...

11月5日至11月10日，营养保健品牌GNC健安喜（以下简称"GNC"）第四次参展中国国际进口博览会 （以下简称"进博会"）。适逢品牌创立90周年，GNC以"营养九十年，活出生命力"为主题，打造200平 方米展台，集中展示覆盖全生命周期的营养解决方案，彰显深耕中国市场的坚定承诺。 进博会期间，GNC中国总经理赵子强接受《证券日报》记者专访时表示，"GNC与'健康中国'战略同频 共振，希望通过本土化创新满足中国消费者对高品质健康产品的需求。我们致力于传递'全球科研、本 土适配'的品牌理念，将进博会作为展示创新成果、深化市场承诺的重要平台。" "进博会不仅是新品首发的战略高地，更是洞察行业趋势、链接合作伙伴的关键枢纽。通过这个平台， 我们能够准确把握中国大健康产业的发展脉搏，与产业链优质伙伴建立深度合作，共同推进从产品创新 到服务升级的全方位发展。同时，进博会帮助我们更好地理解政策导向和市场需求，为制定更贴合中国 市场的战略规划提供重要参考。"赵子强如是称。 基于其对中国市场的观察，赵子强指出了近年来保健品消费者的显著变化："中国营养保健品消费者最 显著的变化，是从盲目跟风购买转向了基于科学和需求的理性消费。他们 ...

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 a mere 10% of users being loyal, revealing significant growth potential [6] Market Dynamics - The Asia-Pacific region is projected to hold a 38% market share by 2024, with China as the core growth driver at a 10% growth rate, surpassing other major regions [2] - 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 - China's dietary supplement market shows substantial growth potential compared to mature markets, with a per capita consumption of $23.3, a penetration rate below 30%, and a low user loyalty rate of 10% [6] - The significant gaps in consumption, penetration, and user loyalty indicate a solid foundation for long-term growth through consumer education and product experience optimization [6] Learning from Japan - Japan's mature market experience, characterized by a balanced regulatory framework, high penetration, and user loyalty rates, provides valuable lessons for China's health product market [9] - Japan's market is expected to reach $13.32 billion by 2024, with a compound annual growth rate of 11.3%, demonstrating resilience during economic downturns [9] Consumer Needs and Trends - The dietary supplement market is evolving from standardized products to personalized and precise solutions, driven by diverse consumer needs across different life stages and health concerns [18][28] - The rise of social media has facilitated a shift towards personalized nutrition, with consumers seeking tailored solutions for specific health issues [18] Safety and Convenience Challenges - The diversification of dietary supplements has led to safety and convenience challenges, with risks of ingredient overlap and management burdens prompting demand for one-stop solutions [20] - A significant portion of consumers (34%) find it difficult to maintain a regimen due to the complexity of using multiple products, indicating a need for simplified solutions [20] Precision Nutrition Strategies - Age- and gender-specific nutrition strategies are emerging as optimal solutions, balancing scientific precision with cost-effectiveness [22][24] - FANCL has pioneered age-specific nutrition packages, addressing the unique dietary needs of different age groups and genders, setting a precedent in the industry [26] Industry Innovations - The industry is witnessing a shift towards high absorption rates over high content, with consumers increasingly valuing the effectiveness of nutrient delivery [32] - FANCL's innovative approaches, including synergistic formulations and proprietary technologies, are leading the charge in enhancing product efficacy and consumer experience [32][35] Conclusion - The dietary supplement market is poised for significant growth, driven by evolving consumer preferences, technological advancements, and the need for personalized nutrition solutions, with companies like FANCL at the forefront of this transformation [38]