2020 Report on the Development of China's Dietary Supplements - 纪实网资讯

2020 Report on the Development of China's Dietary Supplements

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Recently, the Professional Committee ondietary supplements of China Chamber of Commerce for the import and export ofpharmaceutical and health products released the 2020 report on the developmentof China's dietary and nutritional supplements industry (hereinafter referredto as the "Report"), which shows that at present, the consumption ofdietary nutrition supplements are towards the trend of popularization ofconsumption consciousness, the younger consumption main force, thediversification of consumption scenarios, the convenience of consumption formsand the international choice of consumption.

The registered and approved health food hasconcentrated functions. According to the report data, at present, it presentsan unbalanced function distribution of health food that registered andapproved. Some functions are too concentrated,amongwhich the function of enhancing immunity is the most category, accounting for32.13%; the second is to relieve physical fatigue, with a proportion of 12.66%.The top 10 health care functional categories are as follows: assisting toreduce blood fat (9.36%), antioxidant (5.43%), improving sleep (3.67%),auxiliary hypoglycemic (3.66%), and defecation 3.42%), protective function onchemical liver injury(3.22%), promoting digestion (2.75%) and reducing weight(2.36%).

Although China has a long historyof tonic food concept and traditional culture of Chinese medicinehealthcare, most consumers still prefer international brands in the choice ofdietary supplements. Health care, especially in the field of mother and infant,foreign dietary supplements have obvious strength.

LiGuiying, Secretary General of the professional committee of dietary supplements of China Chamber ofCommerce for the import and export of pharmaceutical and health products, said in an interview with Chinaconsumer Daily that in 2019, the totalimport and export of dietary and nutritional supplements in China reached 5.28billion US dollars, an increase of 12.8% year on year.Among them, exports with1.88 billion US dollars and imports 3.4 billion US dollars.

Asper statistics, the import increased from US $610 million in 2010 to US$3.4  billion in 2019, with an averageannual compound growth rate of 21%.

From the market point of view,Australia, the United States, Indonesia, Thailand and Germany are the top fiveimport markets.

In terms of specific categories,vitamins and minerals, bird's nest products, fish oil softcapsules, calciumsupplements, protein powder, collagen and probiotics ranked on the top sales.

Vitamin products are widely used inChina.According to the statistics ofrelevant  departments, 65% of theimported vitamin products are tablets, 19% are capsules, 12% are drops, and 1%are granules and oral liquids.

"DHA products are an importantsubdivided field of dietary supplements in China. Consumers owns a certainrecognition for fish oil and algal oil products, which has good sales inmarket.” Li Guiying said that in recent years, with the aging society and theimplement of the two child policy, consumers' attention to DHA has beengrowing. 

In 2019, the imports of DHAproducts is 184.632 million US dollars, and the main import sources areAustralia and the United States.

In the last few years,probiotics market has been developing rapidly.According to statistics, the imports of probiotic products in China of2019 is 180 million US dollars, which is 91% higher than that in 2018.Lactobacillus, Bifidobacterium and Lactobacillus rhamnosus are the mostcommonly used probiotics. At the same time, based on the different subdivisiongroups, probiotic products have also derived many personalized products, suchas adding inulin, collagen, fruit concentrate powder, spirulina andlactoferrin, etc.

Li Guiying said thatcoenzyme Q10 is a vitamin like substance existing in the organism, also knownas vitamin Q10. It has the functions of cardiovascular auxiliary nutrition,enhancing immunity, antioxidation, neuroprotection, anti-tumor, anti-fatigueand anti-inflammatory. The high incidence of cardiovascular disease in Chinaand the increasingly severe aging population will promote the development ofcoenzyme Q10 market to a certain extent.

In additionto nutrient supplements and probiotics, the market demand of bird's nest,Ganoderma lucidum and ginseng products is also increasing.

In 2019, China's total import of bird's nest was $380million, with a year-on-year increase of 58.4%.

From the domestic sales, theproportion of instant bird's nest market has lifted year by year, showing ahuge market potential.

Ginseng has been atraditional tonic loved by Chinese consumers and has a widespread market. In2019, the Ginseng imports is $15.441 million. With South Korea, Canada and theUnited States ranking among the top three.

At the same time,the import of Ganoderma lucidum products is26.177 million US dollars,the main dosage form is capsule, and Ganodermalucidum spore powder is the main representative product. Meanwhile, the importof enzyme products, lutein to relieve visual fatigue, and collagen productsrelated to beauty seen a rapid increase. Among them, the 80's and 90's are themain consuming group.

As per the relevante-commerce survey data, 80.5% of the consumers are at the age of 26-45, 66.1%are married, and 90.3% belong to the middle or high-income group.

Li Guiying said that in terms of age, infants,post-80s, 90s and the elderly are the main consumers of dietary supplements.see from the the proportion of male and female consumers, female consumersaccount for 60%.

Zhang Zhongpeng analyzed that since this year, healthfood has shown a "snack" trend.

Concerning productpackaging, there are small package designs as portable as snacks, which assistto supplement nutrition at any time, such as flower tea, donkey hide gelatincake, Butie oral liquid and so on.

As for product form,jelly, confectionery shows explosive growth, such as probiotic fudge, collagenjelly, which not only maintain the taste, but also are convenient to carry anddrink, and full of fashion and novelty, which has become a new direction foryoung people to choose dietary supplements.

Among the buyers ofdietary supplements, the post-90saccounted for 25%, and have gradually become the main consumer group. Amongtheir consumption choices,38% of themwere nutrient supplements including calcium tablets and vitamins, 27.3% were healthy foods such as quinoa andavocado, and 24.67% were Chinese herbal pieces such as wolfberry and Americanginseng.

Li Guiying pointed out that the aging populationmeans a huge market space for the dietary supplement industry.

Many elderly peoplehope to achieve health and longevity with the help of dietary supplements, andare keen on the consumption of such products. Meanwhile, the elderly are alsothe highest incidence rate of chronic diseases, and dietary supplements aregood for health.

Whenit comes to the consumption for gender difference,men prefer to protect liver and relieve fatigue products. Liver protectiontablets, functional drinks and health tea that relieving fatigue become popularcategories for men. Vitamin B, American ginseng, taurine are the most popularones that can help relieve fatigue.

Women cares about beauty, gastrointestinalhealth and sleep improvement products, their favorite ones include vitamin C,collagen, grape seeds, melatonin tablets, Chang run tea. At the same time,women also like other traditional nourishing products such as bird's nest,peach gum, donkey hide gelatin.

近日,中国医药保健品进出口商会膳食营养补充剂专业委员会发布《2020中国膳食营养补充剂行业发展报告》(以下简称《报告》)显示,目前,膳食营养补充剂产品的消费趋势向消费意识全民化、消费主力低龄化、消费场景多元化、消费形式便利化、消费选择国际化的方向发展。

目前,经注册批准的保健食品功能分布不均衡,部分功能过于集中。其中,增强免疫力功能占32.13%,缓解体力疲劳占12.66%,辅助降血脂占9.36%,抗氧化占5.43%。

虽然中国有着悠久的食补概念和中药保健传统文化,但是在膳食营养补充剂的选择上,大多数消费者还是偏爱国际品牌。医疗保健特别是在母婴领域,国外膳食营养补充剂优势明显。

中国医药保健品进出口商会膳食营养补充剂专业委员会秘书长李桂英在接受《中国消费者报》记者采访时介绍,2019年,我国膳食营养补充剂进出口总额达到52.8亿美元,同比增长12.8%。其中,出口达到18.8亿美元,进口额达到34亿美元。

据统计,进口额从2010年的6.1亿美元,增长至2019年的34亿美元,年均复合增长率高达21%。

从市场上看,澳大利亚、美国、印度尼西亚、泰国和德国是前五大进口市场。

具体品类上,维生素矿物质类、燕窝产品、鱼油软胶囊、补钙类、蛋白质粉、胶原蛋白和益生菌等产品位列前茅。

我国维生素类产品的使用比较普遍。据有关部门统计,进口维生素类产品片剂占65%,胶囊剂型占19%,滴剂占比12%,颗粒剂和口服液分别占比1%。

“DHA类产品是我国膳食营养补充剂领域重要的细分领域,无论是鱼油产品还是藻油产品,消费者均具有一定的认知度,销售市场良好。”李桂英表示,近年来,随着社会老龄化及二胎政策的放开,消费者对于 DHA的关注不断增长。2019年,DHA类产品的进口额为18463.2万美元,主要进口来源国是澳大利亚和美国。

近年来,益生菌市场一直处于高速发展的态势。据统计,2019年中国益生菌类产品的进口额为1.8亿美元,比2018年同比增长了91%。益生菌使用较多的菌种是乳酸菌、双歧杆菌、鼠李糖乳杆菌等,同时根据不同的细分群体,益生菌产品也衍生了很多个性化的产品,如益生菌产品中添加菊粉、胶原蛋白、水果浓缩粉、螺旋藻以及乳铁蛋白等。

李桂英表示,辅酶Q10是存在于有机体中的类维生素物质,也称为维生素Q10,具有心血管辅助营养、增强免疫力、抗氧化、神经保护、抗肿瘤、抗疲劳、抗炎等作用。我国心血管病高发,同时人口老龄化日益严峻,将在一定程度上推动辅酶Q10市场的发展。

除了营养素补充剂、益生菌类产品外,燕窝、灵芝、参类产品等滋补类单品市场需求也在不断增加。

2019年,我国进口燕窝总额为 3.8亿美元,同比增加58.4%。从国内的销售情况看,即食燕窝在燕窝市场的占比逐年提升,呈现巨大的市场潜力。

参类一直是深受我国消费者喜爱的传统滋补品,具有广泛的市场。2019年,参类进口额为1544.1万美元,韩国、加拿大、美国的进口额位列三甲。

同时,灵芝类产品的进口额为2617.7万美元,主要剂型为胶囊,以灵芝孢子粉为主要代表产品。同时,酵素产品、缓解视疲劳的叶黄素、美容相关的胶原蛋白类产品进口增长较快。

80后、90后成消费主力人群

相关电商调查数据显示,在膳食营养补充剂消费人群中,80.5%的消费者年龄集中在26-45岁,66.1%的消费者处于已婚状态,90.3%的消费者属于中等或者高收入人群。

李桂英表示,就年龄而言,婴幼儿、80后、90后以及老年人是膳食营养补充剂的主要消费群体。从消费者男女比例看,女性消费者占60%。

保健食品消费趋于年轻化,也使得产品研发设计悄然发生改变。

张中朋分析说,今年以来,保健食品呈现“零食化”趋势。

在产品包装上,出现了像零食一样便携式的小包装设计,有助于消费者即时补充营养,如小份独立包装的花茶、阿胶糕、补铁口服液等。

在产品形态上,果冻型、糖果等形态呈爆发式增长,如益生菌软糖、胶原蛋白果冻等产品,既保持了口感,又方便携带和饮用,而且时尚新颖,成为年轻人选择膳食营养补充剂的新方向。

在膳食营养补充剂的购买者中,90后占比达到25%,已逐渐成为消费主力人群。他们的消费选择中,包含钙片、维生素在内的营养素补充剂占38%,藜麦、牛油果等健康类食物占27.3%,枸杞、西洋参等中药饮片占24.67%。

李桂英指出,人口老龄化对膳食营养补充剂行业而言,意味着巨大的市场空间。

很多老年人希望借助膳食营养补充剂产品实现健康长寿,热衷于这类产品的消费。同时,老年人也是慢性疾病发病率最高的群体,食用膳食营养补充剂有益健康。

就性别而言:

男性更青睐护肝和缓解疲劳类产品,护肝片、缓解疲劳类的功能性饮料及养生茶饮成为男性消费的热门品类。在有助于缓解疲劳的膳食营养补充剂中,以维生素 B族、西洋参、牛磺酸等产品最为热销。

女性则看重美容、肠胃健康和改善睡眠类产品,以维生素 C、胶原蛋白、葡萄籽、褪黑素片、常润茶等产品最受欢迎。同时,女性也青睐燕窝、桃胶、阿胶等传统滋补产品。