Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Definition
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- Figure 1: Mintel’s definition of different income groups, China
Executive Summary
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- The market
- Further growth due to user expansion and usage increase
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- Figure 2: Retail market value of health supplements, China, 2013-17
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- Figure 3: Best- and worst-case forecast of retail health supplements market, by value, China, 2012-22
- Demographic changes boosting the development of minerals
- Key players
- Fierce competition between local and foreign names
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- Figure 4: Value share of leading companies within health supplements category, China, 2015-16
- Probiotics as an opportunity in the category
- New formats to blur with snacks
- The consumer
- Health supplements become essential when entering one’s fifties
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- Figure 5: Purchase of health supplements, by segment, China, July 2017
- Preventing disease is the top priority
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- Figure 6: Purposes of buying health supplements, China, July 2017
- Opportunities in brain performance and beauty enhancing products
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- Figure 7: Reasons for not buying health supplements, by type of products, China, July 2017
- Beauty supplements offering long-term skin care benefits are desired
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- Figure 8: Credible beauty benefits, China, July 2017
- Self-explanatory terms build stronger connection with consumers
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- Figure 9: Awareness/knowledge of health supplement ingredients, China, July 2017
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- Figure 10: Association of health supplement ingredients, China, July 2017
- Lack of products in capsule and liquid forms
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- Figure 11: Format of health supplements, China, July 2017
- What we think
Issues and Insights
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- Relevant claims and intriguing forms of beauty supplements tailor-made for Chinese consumers
- The facts
- The implications
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- Figure 12: Products with claims relevant to Chinese consumers’ unique needs, US and France, 2017
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- Figure 13: Dr David Jack Integrative Beauty, UK, 2017
- Figure 14: Beauty supplements resembling drinks, Japan, Croatia and South Africa, 2017
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- Figure 15: Uni-President collagen drink in champagne flavour, Taiwan, 2015
- Potential of de-stressing supplements
- The facts
- The implications
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- Figure 16: Products featuring L-theanine explaining how it works, US and South Korea, 2016
- Figure 17: Stress-relieving products using natural ingredients as main ingredients, US, Australia and Hungary, 2017
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- Figure 18: Sleep-aiding products with a hint of occasion on packaging, France and Japan, 2016-17
- Creating active image of seniors and using more common ingredients
- The facts
- The implications
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- Figure 19: Wang Deshun’s runway show, China, 2015
- Figure 20: Seven Seas Perfect7 Man, UK, 2017
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- Figure 21: Products claiming to relieve menopause symptoms with common ingredients, Germany, Canada and India, 2017
The Market – What You Need to Know
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- Further growth of the category driven by usage expansion
- Dietary supplements as the winning segment
Market Size and Forecast
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- Consumers are investing more in the category
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- Figure 22: Retail market value of health supplements, China, 2013-17
- Further growth due to user expansion and usage increase
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- Figure 23: Best- and worst-case forecast of retail health supplements market, by value, China, 2012-22
Market Segmentation
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- Vitamins grow relatively slower
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- Figure 24: Best- and worst-case forecast of vitamins segment, by value, China, 2012-22
- Figure 25: Products addressing urban life issues (eg “help energy production”), Australia and Netherlands, 2017
- Demographic changes boosting the development of minerals
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- Figure 26: Best- and worst-case forecast of minerals segment, by value, China, 2012-22
- Growth of protein nutrition supplements and a chance for TCM products
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- Figure 27: Best- and worst-case forecast of dietary supplements segment, by value, China, 2012-22
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- Figure 28: Products using typical TCM ingredient (eg goji berry), China, 2015
Market Factors
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- CFDA tightening regulations
- Demographic change serving as a positive influence to the category
- Adopting e-commerce to expand impact
- From ‘curing’ to ‘preventing’
Key Players – What You Need to Know
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- Competition gets fiercer
- Importance of appropriate yet intriguing formats
Market Share
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- Local enterprises seeking foreign blood
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- Figure 29: Value share of leading companies within health supplements category, China, 2015-16
- Leading player adopting key product strategy
- Foreign brands aggressively making progress in the Chinese market
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- Figure 30: Comvita emphasises on the fact that it has gained official approval from CFDA, China, 2017
Competitive Strategies
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- Probiotics – borrow the craze from dairy category
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- Figure 31: Probiotics products, China, 2017
- Emphasise naturalness – on-pack and through communication
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- Figure 32: Product using food style packaging, UK, 2017
- Figure 33: Nutrilite sleep aid tablets, combining spina date seed and GABA, China, 2017
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- Figure 34: Swisse blood orange campaign, China, 2017
Who’s Innovating?
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- Beauty supplements innovation from adjacent markets
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- Figure 35: Vitamins and dietary supplements with select claims, by country, 2015-17(Oct)
- Figure 36: Products with beauty benefits, Japan, 2016-17
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- Figure 37: Skin Doctors beauty supplements for dry skin and oily skin, UK, 2016
- Designated format for special using purpose and occasion
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- Figure 38: Products targeting pre-workout occasion, Poland, Sweden and US, 2017
- Blurring health supplements and snacks
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- Figure 39: Kit Kat Nodo Ame Aji, Japan, 2017
The Consumer – What You Need to Know
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- Fifty - the crucial point for health supplements
- Chinese consumers’ unique beauty-related needs
- Self-explanatory ingredient names leave deeper impression
- Capsule and liquid formats are well embraced
Purchase of Health Supplements
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- Mineral is the most popular type
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- Figure 40: Purchase of health supplements, by segment, China, July 2017
- Consumers aged 25-39 are actively taking health supplements
- Health supplements become essential when entering one’s fifties
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- Figure 41: Purchase of health supplements, by gender and age, China, July 2017
- Dads in their thirties buying kids’ supplements
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- Figure 42: Purchase of health supplements, by gender and age, China, July 2017
Purposes for Buying Health Supplements
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- Preventing disease is the top priority
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- Figure 43: Purposes of buying health supplements, China, July 2017
- Specific needs of different age and gender groups
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- Figure 44: Products claim to be designed for women’s specific needs, UK and US, 2017
- Urging for better daily performance
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- Figure 45: Purposes of buying health supplements, China, 2015-17
Reasons for Not Buying Health Supplements
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- Opportunities in brain performance and beauty enhancing products
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- Figure 46: Reasons for not buying health supplements, by type of products, China, July 2017
- Improving the communication strategy of different products
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- Figure 47: Reasons behind consumers who have needs but are currently non-users of each purpose, China, July 2017
- Raise awareness of products that can target certain user groups
Credible Beauty Benefits
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- Various skin care needs top the list
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- Figure 48: Credible beauty benefits, China, July 2017
- Metabolism-related claims may have more opportunities in tier one cities
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- Figure 49: Credible beauty benefits, China, July 2017
- Chinese consumers have distinctive beauty supplement needs
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- Figure 50: Ranking of select beauty benefits from health supplements that are valued by consumers, China, 2017 and UK, 2015
Association of Health Supplement Ingredients
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- Self-explanatory terms build stronger connection with consumers
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- Figure 51: Awareness/knowledge of health supplement ingredients, China, July 2017
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- Figure 52: Supplements using curcumin with liver-related claims, Italy and Hungary, 2016-17
- Secondary benefits of known ingredients are yet to be discovered
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- Figure 53: Association of health supplement ingredients, China, July 2017
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- Figure 54: Niche ingredients with clear on-pack image, South African, Germany and India, 2017
- Females are more conscious of weight control and beauty enhancement
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- Figure 55: Association of health supplement ingredients, China, July 2017
Format of Health Supplements
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- Lack of products in capsule and liquid forms
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- Figure 56: New launches of health supplements, by format, China, 2014-16
- Figure 57: Format of health supplements, China, July 2017
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- Figure 58: Sleep-aiding drinks, US and Germany, 2017
- Young females have distinctive preference on formats
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- Figure 59: Format of health supplements, China, July 2017
- Figure 60: Dietary supplements in innovative formats, South Korea and Australia, 2017
Meet the Mintropolitans
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- MinTs take health supplements for more purposes
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- Figure 61: Purchase of health supplements, by segment, China, July 2017
- MinTs know more about niche ingredients
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- Figure 62: Awareness/knowledge of health supplement ingredients, China, July 2017
Appendix – Market Size and Forecast
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- Figure 63: Value sales of China’s health supplements retail market, 2012-22
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Appendix – Market Segmentation
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- Figure 64: Value sales of China’s health supplements retail market, by segment, 2012-22
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Appendix – Methodology, Definition, and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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