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Health Supplements - China - November 2017

OVERVIEW
What you need to know
Products covered in this Report
Definition
Figure 1: Mintel’s definition of different income groups, China
EXECUTIVE SUMMARY
The market
Further growth due to user expansion and usage increase
Figure 2: Retail market value of health supplements, China, 2013-17
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
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
Figure 5: Purchase of health supplements, by segment, China, July 2017
Preventing disease is the top priority
Figure 6: Purposes of buying health supplements, China, July 2017
Opportunities in brain performance and beauty enhancing products
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
Figure 8: Credible beauty benefits, China, July 2017
Self-explanatory terms build stronger connection with consumers
Figure 9: Awareness/knowledge of health supplement ingredients, China, July 2017
Figure 10: Association of health supplement ingredients, China, July 2017
Lack of products in capsule and liquid forms
Figure 11: Format of health supplements, China, July 2017
What we think
ISSUES AND INSIGHTS
Relevant claims and intriguing forms of beauty supplements tailor-made for Chinese consumers
The facts
The implications
Figure 12: Products with claims relevant to Chinese consumers’ unique needs, US and France, 2017
Figure 13: Dr David Jack Integrative Beauty, UK, 2017
Figure 14: Beauty supplements resembling drinks, Japan, Croatia and South Africa, 2017
Figure 15: Uni-President collagen drink in champagne flavour, Taiwan, 2015
Potential of de-stressing supplements
The facts
The implications
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
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
Figure 19: Wang Deshun’s runway show, China, 2015
Figure 20: Seven Seas Perfect7 Man, UK, 2017
Figure 21: Products claiming to relieve menopause symptoms with common ingredients, Germany, Canada and India, 2017
THE MARKET – WHAT YOU NEED TO KNOW
Further growth of the category driven by usage expansion
Dietary supplements as the winning segment
MARKET SIZE AND FORECAST
Consumers are investing more in the category
Figure 22: Retail market value of health supplements, China, 2013-17
Further growth due to user expansion and usage increase
Figure 23: Best- and worst-case forecast of retail health supplements market, by value, China, 2012-22
MARKET SEGMENTATION
Vitamins grow relatively slower
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
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
Figure 27: Best- and worst-case forecast of dietary supplements segment, by value, China, 2012-22
Figure 28: Products using typical TCM ingredient (eg goji berry), China, 2015
MARKET FACTORS
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
Competition gets fiercer
Importance of appropriate yet intriguing formats
MARKET SHARE
Local enterprises seeking foreign blood
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
Figure 30: Comvita emphasises on the fact that it has gained official approval from CFDA, China, 2017
COMPETITIVE STRATEGIES
Probiotics – borrow the craze from dairy category
Figure 31: Probiotics products, China, 2017
Emphasise naturalness – on-pack and through communication
Figure 32: Product using food style packaging, UK, 2017
Figure 33: Nutrilite sleep aid tablets, combining spina date seed and GABA, China, 2017
Figure 34: Swisse blood orange campaign, China, 2017
WHO’S INNOVATING?
Beauty supplements innovation from adjacent markets
Figure 35: Vitamins and dietary supplements with select claims, by country, 2015-17(Oct)
Figure 36: Products with beauty benefits, Japan, 2016-17
Figure 37: Skin Doctors beauty supplements for dry skin and oily skin, UK, 2016
Designated format for special using purpose and occasion
Figure 38: Products targeting pre-workout occasion, Poland, Sweden and US, 2017
Blurring health supplements and snacks
Figure 39: Kit Kat Nodo Ame Aji, Japan, 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Mineral is the most popular type
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
Figure 41: Purchase of health supplements, by gender and age, China, July 2017
Dads in their thirties buying kids’ supplements
Figure 42: Purchase of health supplements, by gender and age, China, July 2017
PURPOSES FOR BUYING HEALTH SUPPLEMENTS
Preventing disease is the top priority
Figure 43: Purposes of buying health supplements, China, July 2017
Specific needs of different age and gender groups
Figure 44: Products claim to be designed for women’s specific needs, UK and US, 2017
Urging for better daily performance
Figure 45: Purposes of buying health supplements, China, 2015-17
REASONS FOR NOT BUYING HEALTH SUPPLEMENTS
Opportunities in brain performance and beauty enhancing products
Figure 46: Reasons for not buying health supplements, by type of products, China, July 2017
Improving the communication strategy of different products
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
Various skin care needs top the list
Figure 48: Credible beauty benefits, China, July 2017
Metabolism-related claims may have more opportunities in tier one cities
Figure 49: Credible beauty benefits, China, July 2017
Chinese consumers have distinctive beauty supplement needs
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
Self-explanatory terms build stronger connection with consumers
Figure 51: Awareness/knowledge of health supplement ingredients, China, July 2017
Figure 52: Supplements using curcumin with liver-related claims, Italy and Hungary, 2016-17
Secondary benefits of known ingredients are yet to be discovered
Figure 53: Association of health supplement ingredients, China, July 2017
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
Figure 55: Association of health supplement ingredients, China, July 2017
FORMAT OF HEALTH SUPPLEMENTS
Lack of products in capsule and liquid forms
Figure 56: New launches of health supplements, by format, China, 2014-16
Figure 57: Format of health supplements, China, July 2017
Figure 58: Sleep-aiding drinks, US and Germany, 2017
Young females have distinctive preference on formats
Figure 59: Format of health supplements, China, July 2017
Figure 60: Dietary supplements in innovative formats, South Korea and Australia, 2017
MEET THE MINTROPOLITANS
MinTs take health supplements for more purposes
Figure 61: Purchase of health supplements, by segment, China, July 2017
MinTs know more about niche ingredients
Figure 62: Awareness/knowledge of health supplement ingredients, China, July 2017
APPENDIX – MARKET SIZE AND FORECAST
Figure 63: Value sales of China’s health supplements retail market, 2012-22
APPENDIX – MARKET SEGMENTATION
Figure 64: Value sales of China’s health supplements retail market, by segment, 2012-22
APPENDIX – METHODOLOGY, DEFINITION, AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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