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.