Table of Contents
Executive Summary
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- The Market
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- Figure 1: Best- and worst-case forecast of total value sales of health supplement market, China, 2013-23
- Companies and Brands
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- Figure 2: Market share of leading companies in health supplement market, China, 2016-17
- The Consumer
- Strong demand for probiotic supplements, especially for kids and young consumers
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- Figure 3: Health supplements purchased in the last 12 months, July 2018
- More than half now buy online
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- Figure 4: Purchasing channel of health supplements in the last 12 months, July 2018
- By-health and Amway have strong channel performance
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- Figure 5: Top 10 brands purchased in the last 12 months, by channel, July 2018
- Getting products immediately weighs more than in-store experience
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- Figure 6: Offline shopping drivers, July 2018
- Convenience and perceived low price drive consumers to shop online
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- Figure 7: Online shopping drivers, July 2018
- Attitudes towards probiotic supplements, beauty supplements and brands origins.
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- Figure 8: Attitudes towards probiotic supplements, July 2018
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- Figure 9: Attitudes towards beauty supplements, July 2018
- Figure 10: Attitudes towards brand origins, July 2018
- What we think
Issues and Insights
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- Opportunity for probiotic supplements
- The facts
- The implications
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- Figure 11: Example of probiotic supplements targeting seniors
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- Figure 12: Example of probiotic supplements targeting young consumers in the US
- Figure 13: New beauty benefit functional claim of digestive & detoxifying treatments and vitamins & dietary Supplements launch, US, Japan and China, January 2017 – October 2018
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- Figure 14: Examples of probiotic supplements targeting kids
- Figure 15: Example of probiotic supplements targeting on-the-go occasions, US
- The importance of online channels
- The facts
- The implications
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- Figure 16: Keylid running through Yangzi River activity, China, 2018
- How can offline channels maintain consumers?
- The facts
- The implications
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- Figure 17: Amway experience store, Beijing
- Figure 18: Infinitus AR and health detectors experience, China
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- Figure 19: JD Supermarket nostalgic subway trains, China, 2018
- Figure 20: By-health health management program, China
The Market – What you need to know
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- Sustained growth in all segments
- Multi-party fertilisation of the market
Market size and forecast
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- Stable growth continues
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- Figure 21: Best- and worst-case forecast of total value sales of health supplement market, China, 2013-23
Market Factors
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- More aging population
- Kids and pregnant women also driving demand
- Sub-health issues driving adult market
- Purchase of imported products made easier by cross-border e-commerce
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- Figure 22: Tmall Global Health Supplement Trace Program
- Online platforms team up with pharmacies
- Rectify direct-selling and marketing to bring more transparency
- More standardised regulation of function claims
Market Segmentation
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- Dietary supplements lead the total market growth
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- Figure 23: Total value sales of health supplements, by segment, China, 2013-18 (est)
- Vitamins
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- Figure 24: Best- and worst-case forecast of total value sales of vitamin market, China, 2013-23
- Minerals
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- Figure 25: Best- and worst-case forecast of total value sales of mineral market, China, 2013-23
- Dietary supplements
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- Figure 26: Best- and worst-case forecast of total value sales of dietary supplement market, China, 2013-23
Key Players – What you need to know
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- Fierce competition continues
- Embracing online channels and experiences
Market share
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- Direct-selling dependent companies are losing share
- Fiercer competition with a long tail of small players
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- Figure 27: Market share of leading companies in health supplement market, China, 2016-17
- Who’s doing well?
- What products sold more on e-commerce platforms?
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- Figure 28: Top 10 items on domestic ecommerce platforms* (based on value sales), China, 2017
- Figure 29: Top 10 items on cross-border ecommerce platforms* (based on value sales), China, 2017
Competitive Strategies
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- Enhance online channels
- International brand image
- Cater to younger consumers
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- Figure 30: 21 Super-Vita marketing
Who’s Innovating?
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- Bone, brain & nervous system are areas for growth
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- Figure 31: New vitamin and dietary supplements launch, by functional claim, China, January 2017 - October 2018
- Capsules become more popular
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- Figure 32: New vitamin and dietary supplements launch, by format type, China vs Global, January 2017 – October 2018
- More formats
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- Figure 33: New health supplement launches with new format, UK and Vietnam, 2017-18
- BPC brands expand to health supplement category
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- Figure 34: New beauty supplement launches by skincare brands, US, 2017-18
- Boosting beauty from hair to toe
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- Figure 35: New health supplement launches targeting specific body spots, UK and US, 2018
- Probiotic supplements
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- Figure 36: New probiotic supplement launches, China and New Zealand, 2017
- Sports nutrition
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- Figure 37: New sports nutrition launches, Sweden and Japan, 2018
- Anti-pollution claim
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- Figure 38: New health supplement launches with anti-pollution claim, US, 2018
The Consumer – What you need to know
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- Rising usage for self-consumption
- Offline channels also appeal to young consumers
- Diverse brands in market
- No need to wait for products drives offline channels
- Convenience and niche brands encourage consumers to buy online
- Probiotic supplements more effective than yogurt
Purchased Health Supplements
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- Self-consumption is increasing
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- Figure 39: Health supplements purchased in the last 12 months, 2018 vs 2017
- Probiotic supplements have broad consumer base
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- Figure 40: Health supplements purchased in the last 12 months, July 2018
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- Figure 41: Probiotic supplements purchased in the last 12 months, July 2018
Purchasing Channel
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- Drugstores/pharmacies is the top channel for purchasing health supplements
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- Figure 42: Purchasing channel of health supplements in the last 12 months, July 2018
- No big difference for gifting occasion…
- …and neither for western supplements and TCM supplements
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- Figure 43: Purchasing channel of health supplements in the last 12 months, by purchased health supplements, July 2018
- Young adults and over-50s more reliant on drugstores
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- Figure 44: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
- Buying offline for different reasons
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- Figure 45: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
- Affluent consumers visit more overseas channels and fewer drugstores/pharmacies
- Does direct-selling appeal to high earners?
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- Figure 46: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
- More cross-channel shopping in tier one cities
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- Figure 47: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
- Online and offline coexist
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- Figure 48: TURF analysis of purchasing channel of health supplements in the last 12 months, July 2018
Purchased Brands by Channel
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- By-health domains domestic market
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- Figure 49: Top 4 brands purchased in the last 12 months, by channels, July 2018
- By-health is perceived as an international brand sold on overseas online shopping sites
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- Figure 50: Top 10 brands purchased in the last 12 months, by channels, July 2018
- Dispersive market with long tail
- Melatonin and Yangshengtang capture young adult’s attention
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- Figure 51: Top 10 brands purchased from offline channels in the last 12 months, by select demographics, July 2018
- Amway and Nutrilite appeal to different age groups
Offline Shopping Drivers
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- Getting the right, authentic product immediately
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- Figure 52: Offline shopping drivers, July 2018
- Avoiding knockoffs is important for offline shoppers only
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- Figure 53: Top five reasons for shopping offline (offline shoppers only), July 2018
- Instantaneity and sales advice especially to elder consumers
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- Figure 54: Offline shopping drivers, by select demographics, July 2018
- How to attract affluent consumers to physical stores?
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- Figure 55: Offline shopping drivers, by select demographics, July 2018
Online Shopping Drivers
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- Convenience and perception that online is cheaper
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- Figure 56: Online shopping drivers, July 2018
- Convenience is not the top driver for online shoppers only
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- Figure 57: Top five reasons for shopping online (online shoppers only), July 2018
- Don’t trust online channels but still using
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- Figure 58: Online shopping drivers, July 2018
- Younger consumers looking for niche products
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- Figure 59: Online shopping drivers, by select demographics, July 2018
Attitudes towards Health Supplements
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- Probiotic supplements or yogurt?
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- Figure 60: Attitudes towards probiotic supplements, July 2018
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- Figure 61: Shanxianwei probiotic supplement education
- Figure 62: New probiotic healthcare launch, by format, China vs Global, January 2017 – October 2018
- Consumers aged 50-59 are more positive towards probiotic supplements
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- Figure 63: Attitudes towards probiotic supplements (effectiveness), by select demographics, July 2018
- Figure 64: Attitudes towards probiotic supplements (convenience), by select demographics, July 2018
- Majority consumers believe the effect of beauty supplements
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- Figure 65: Attitudes towards beauty supplements, July 2018
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- Figure 66: HUM Nutrition Collagen Pop, US, 2018
- Early 20s and over-50s are most likely to believe beauty supplements can work
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- Figure 67: Attitudes towards beauty supplements, by select demographics, July 2018
- Imported products win more trust
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- Figure 68: Attitudes towards brand origins, July 2018
- But younger consumers are showing more confidence in domestic brands
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- Figure 69: Attitudes towards brand origins, by select demographics, July 2018
- Food formats perceived as safer and more effective simultaneously
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- Figure 70: Attitudes towards health supplements made into food format, July 2018
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- Figure 71: Vitafusion SleepWell Sugar Free Gummy Adult Sleep Support Dietary Supplement
- Effect outweighs taste
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- Figure 72: Attitudes towards taste of health supplements, July 2018
- Prevent illness rather than treat illness
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- Figure 73: Attitudes towards health supplements, July 2018
Meet the Mintropolitans
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- Mintropolitans shop at more channels
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- Figure 74: Purchasing channel of health supplements in the last 12 months, by select demographics, July 2018
- Offline experience matters to Mintropolitans
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- Figure 75: Offline shopping drivers, by select demographics, July 2018
- Efficiency drives Mintropolitans to purchase online
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- Figure 76: Online shopping drivers, by select demographics, July 2018
Appendix – Market Size and Forecast
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- Figure 77: Total value sales of health supplement market, China 2013-23
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Appendix – Market Segmentation
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- Figure 78: Total value sales of vitamin market, China 2013-23
- Figure 79: Total value sales of mineral market, China 2013-23
- Figure 80: Total value sales of dietary supplement market, China 2013-23
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Appendix – Word Cloud of Purchased Brands
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- Figure 81: Brands purchased from offline channels in the last 12 months, July 2018
- Figure 82: Brands purchased from domestic comprehensive online shopping websites in the last 12 months, July 2018
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- Figure 83: Brands purchased from overseas online shopping websites in the last 12 months, July 2018
- Figure 84: Brands purchased from Daigou in the last 12 months, July 2018
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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