Table of Contents
Overview
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- What you need to know
- Definition
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
Executive Summary
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- The market
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- Figure 2: Retail market value of health supplements, China, 2010-20
- Figure 3: Retail value share of health supplements, by segment, China 2010-15
- Companies and brands
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- Figure 4: Value share of top 10 companies in health supplements retail market, 2013 and 2014
- The consumer
- Consumers are not just taking health supplements to deal with current health issues
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- Figure 5: Current health status, June 2015
- Senior people are core users of health supplements
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- Figure 6: Who health supplements were purchased for in the last 12 months, by age, June 2015
- Consumers expect health supplements to make them look good
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- Figure 7: Purchase purpose for self/family, June 2015
- Pharmacy/healthcare stores still dominate health supplements purchasing, but online is catching up
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- Figure 8: Purchase channel of health supplements, June 2015
- Consumers are function-driven when purchasing online, but brand reputation matters for elderly males
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- Figure 9: Most used product search method, June 2015
- Health supplements from overseas are perceived to offer a wider product range and higher quality at a good price
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- Figure 10: Attitudes towards buying health supplements from overseas, June 2015
- What we think
Issues and Insights
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- Making health supplements food-like
- The facts
- The implications
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- Figure 11: Picture of Nin Jiom lozenge
- An emerging trend that consumers are using supplements to fulfil the need of looking good
- The facts
- The implications
- Health supplements for senior people
- The facts
- The implications
The Market – What You Need to Know
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- The market value of health supplements reached nearly RMB 100 billion in 2014
- Increasing health consciousness encourages further growth
- Competition from other ways to stay healthy may hinder growth
Market Size and Forecast
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- Health supplements market grows steadily
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- Figure 12: Retail market value of health supplements, China, 2010-15
- Health supplements market is forecast to grow at a CAGR of 7.9%
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- Figure 13: Retail market value of health supplements, China 2010-20
Market Factors
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- Government policy encourages promising future of health supplements
- Newly amended legislation regulates the market
- Urbanisation, an ageing population and concerns about the environment encourage consumers to take health supplements
- But most consumers still prefer lifestyle improvements to taking supplements for wellness maintenance
- The deep-rooted TCM philosophy is a double-edged sword
Market Segmentation
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- Dietary supplements market accounts for the highest value share but has the lowest CAGR
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- Figure 14: Retail market value of China health supplements market, by segment, 2010-15
Key Players – What You Need to Know
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- A more fragmented market resulting from diverse consumer needs
- Key players are active in innovation to answer the evolving consumer needs
- New product launches focus on alleviating drug-like concerns, but see more room for innovation on appealing benefits
Market Share
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- The market is fragmented as consumer needs are diverse
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- Figure 15: Value share of top 10 companies in health supplements market, 2013 and 2014*
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- Figure 16: Star products of top 10 companies
- Foreign and domestic companies have different strengths
Competitive Strategies
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- Product innovation meets evolving consumer needs
- Pfizer Inc.
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- Figure 17: Products of Centrum Pro Nutrient series, China
- Shandong Dong-E E-jiao Co., Ltd.
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- Figure 18: Pictures of E-jiao paste and E-jiao pastry
- Unique brand positioning to differentiate from others
- Amway Co., Ltd.
- Yang Sheng Tang Pharmaceutical Co., Ltd.
- Health supplements meeting internet
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- Figure 19: Tmall store of Twelve Skeps
Who’s Innovating?
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- New varieties surpass new product launches in 2015
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- Figure 20: Health supplements new product launches, by launch type, China, 2013-15
- Botanical/Herbal claim sees a growing trend
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- Figure 21: Health supplements new product launches, by top 10 claims, China, 2013-15
- Figure 22: Examples of health supplements launches with botanical/herbal claims, China
- The market calls for more health supplements in food-like formats
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- Figure 23: Health supplements new product launches, by format, China, UK and US, 2013-15
- Figure 24: Examples of health supplements launched in food-like format, global
- Few products are being launched to answer consumers’ evolving needs
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- Figure 25: Health supplements new product launches, by selected claims, China and global, 2013-15
- Health supplements as sleeping aids
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- Figure 26: Examples of health supplements launches with sleep quality claims, global
- To make you look good
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- Figure 27: Examples of health supplements launches with antioxidant claims, China and global
- Figure 28: Examples of health supplements launches with beauty benefits claims, China and global
- Figure 29: Examples of health supplements launches with energising claims, global
- Room to develop health supplements for senior people
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- Figure 30: Health supplements for senior people (over-55s) new product launches, by top 10 claims, China, 2013-15 (Sept)
- Figure 31: Examples of health supplements launches for over-55s with heart and brain benefit claims, global
The Consumer – What You Need to Know
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- Consumers are not just taking supplements to deal with current health issues
- Consumers are using health supplements for improving sleep quality and heart/cardio health
- Consumers expect health supplements to make them look good
- Consumers perceive superiority of health supplements from overseas
Current Health Status
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- Over-40s are less confident about their overall health status
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- Figure 32: Current health status, June 2015
- 30% of consumers who are “very healthy” have also bought supplements for self-usage
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- Figure 33: Health supplements purchased “for myself” in the last 12 months, by current health status, June 2015
Who Health Supplements Were Purchased For
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- Consumers buy health supplements not just for themselves
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- Figure 34: Who health supplements were purchased for in the last 12 months, June 2015
- Self-buyers of health supplements have high health consciousness
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- Figure 35: % of consumers who think they are “very healthy” or “healthy” and those who buy health supplements for themselves, by age and gender, June 2015
Purchase Purpose for Self/Family
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- Immunity improvement is still the primary reason for purchase…
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- Figure 36: Purchase purpose for self/family, June 2015
- …but health supplements are also used for other health benefits
- Need to look good is the white space
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- Figure 37: Percentage of newly launched health supplements with selected claims, China, US and UK, 2012-14
Purchase Channel
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- Pharmacy/healthcare stores still dominate but online is catching up
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- Figure 38: Purchase channel of health supplements, June 2015
- Overseas purchase attracts 25-39-year-olds with high income from tier one cities
Online Buying Behaviour
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- By target group and product function are the most common product searches
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- Figure 39: Most used product search method, June 2015
- Males aged 30-49 are more likely to look directly for brand/product name
- Consumers tend to buy popular products
Attitudes towards Health Supplements
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- Health supplements should be an integral part for people to achieve a healthy lifestyle
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- Figure 40: Attitudes towards health supplements, June 2015
- Less doubt on product effectiveness, while drug image continues to hinder growth
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- Figure 41: Attitudes towards health supplements (continued), June 2015
- Opportunities for health supplements to tap into the beauty market
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- Figure 42: Attitudes towards health supplements (continued), June 2015
- Imported health supplements are perceived to offer a wider product range and be of higher quality
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- Figure 43: Attitudes towards health supplements (continued), June 2015
- Buying health supplements from overseas is value for money
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- Figure 44: Attitudes towards health supplements (continued), June 2015
Meet the Mintropolitans
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- Mintropolitans use health supplements as a necessary step to manage health
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- Figure 45: Who health supplements were purchased for in the last 12 months, by consumer classification, June 2015
- Mintropolitans seek more advanced benefits from health supplements
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- Figure 46: Purchase purpose for self/family, by consumer classification, June 2015
- 38% of Mintropolitans have bought from overseas compared to 19% among Non-MinT
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- Figure 47: Purchase channel, by consumer classification, June 2015
- Figure 48: Attitudes towards health supplements (any agree), by consumer classification, June 2015
Appendix – Market Size and Forecast
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- Figure 49: China health supplements market, total retail value sales, by segment, 2010-20*
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Appendix – Market Segmentation
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- Figure 50: Retail value sales of vitamins, China, 2010-20
- Figure 51: Retail value sales of minerals, China, 2010-20
- Figure 52: Retail value sales of dietary supplements, China, 2010-20
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Mintropolitans
- Why Mintropolitans?
- Who are they?
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- Figure 53: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 54: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- Abbreviations
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