入华十年，Swisse斯维诗想定义健康消费新范式 过去十年，堪称是中国新消费赛道高速发展的十年。作为其中的代表性领域，中国营养健康市场也经历 了从野蛮生长到监管趋于规范，消费者信任缺失到开始追求品质的变化。 大浪淘沙的阶段，入局者数不胜数，都渴望在这片潜力巨大的蓝海市场中抢占先机。如今回看产业的发 展历程，一个颇为有趣的现象是，在消费者心中建立起深度联结和信任的，似乎并不只是一些长期深耕 本土的传统品牌，还有不少年轻的"外来者"。 成长于澳洲的Swisse就是其中的一个。 这家有着"外来基因"的营养品品牌，在十年间一路突破了地域认知壁垒、消费习惯差异等多重挑战。据 健合集团相关信息，如今，斯维诗在国内维生素、草本及矿物补充剂（VHMS）的市场排名已位居第 一；此外，2025年前三季度，集团的成人营养与护理品（ANC）板块收入达到52.4亿元。其中，斯维诗 中国市场业绩同比增长15.7%，贡献了近七成的销售额。 12月8日，Swisse在广州开展了主题为"聚力共赢 稳健增长"的十周年合作伙伴大会。大会上，斯维诗表 示将继续通过"核心专业品类深化"与"新兴赛道拓展"双轮驱动，更全面、精准地满足消费者日益多元的 健 ...

过去十年，堪称是中国新消费赛道高速发展的十年。作为其中的代表性领域，中国营养健康市场也经历了从野蛮生长到监管趋于规范，消费者信任缺失到开 始追求品质的变化。 大浪淘沙的阶段，入局者数不胜数，都渴望在这片潜力巨大的蓝海市场中抢占先机。如今 回看产业 的 发展 历程，一个颇为有趣的现象是，在消费者心中 建立起深度联结和信任的，似乎并不只是一些长期深耕本土的传统品牌，还有不少年轻的 "外来者"。 成长于澳洲的Swisse就是其中的一个。 这家有着 "外来基因"的营养品品牌，在十年间一路突破了地域认知壁垒、消费习惯差异等多重挑战。据健合集团相关信息， 如今， 斯维诗 在 国内维生 素、草本及矿物补充剂（ VHMS） 的 市场 排名 已位居第一 ； 此外， 2025年前三季度，集团的成人营养与护理品（ANC）板块收入达到52.4亿元。 其 中，斯维诗中国市场业绩同比增长 15.7%，贡献了近七成的销售额。 12月8日，Swisse在广州开展了主题为"聚力共赢 稳健增长"的十周年合作伙伴大会。大会上，斯维诗表示将继续通过"核心专业品类深化"与"新兴赛道拓 展"双轮驱动，更全面、精准地满足消费者日益多元的健康需求，实现品牌 ...

Industry Overview - The collagen protein food industry in China is experiencing significant growth, with a retail market size projected to reach 30.1 billion yuan in 2024, reflecting a year-on-year increase of 13.37% [1][6] - The demand for collagen protein foods is driven by consumer interest in skin care, bone health, and anti-aging, particularly among younger generations who prefer dietary sources for health and beauty [1][6] Industry Chain - The upstream of the collagen protein food industry includes raw materials such as skins, tendons, and bones from terrestrial livestock (cattle, pigs) and aquatic sources (fish skins, scales) [4][5] - The midstream involves the production and manufacturing of collagen protein foods, while the downstream focuses on the food sector [4][5] Market Size - The global retail market for collagen protein foods is expected to reach USD 20.48 billion in 2024, with a year-on-year growth of 1.79% [6] - The abundant supply of raw materials in China, due to large-scale livestock and fish production, supports the growth of the collagen protein food sector [6] Key Companies Performance - Tongrentang has made significant strides in the collagen protein food sector, launching products with innovative formulations and high-quality ingredients, such as collagen peptides derived from cod skin [7][8] - Kangnabei has also achieved notable success, offering high-content collagen peptide drinks and protein powders, with a focus on safety and quality standards [8] Industry Development Trends 1. Technological advancements are driving product innovation and industry upgrades, with breakthroughs in recombinant collagen technology leading to cost reductions and enhanced bioactivity [9] 2. Market demand is diversifying, with a growing interest in functional skincare products among younger consumers and increased demand for joint health solutions among older adults [10] 3. The rise of online sales channels and social media marketing is becoming crucial for industry growth, with companies leveraging e-commerce platforms for product promotion and consumer engagement [11][12]