Introduction for everyone engaged in the nutrition and health industry, such as dietitians, health managers, baby sitters, etc., must know that the health trends white paper, it is closely related to our daily nutrition and health, today take you just to understand is related to maternal and child nutrition and health part of the online pregnancy and infant nutrition of this subcategory growth rate of 200%, the health trends white paper to expose the new growth point, the following let's together to understand a little.
1, the overall trend
Looking at the market, in national life, physical health is the most valued, the degree of importance of 93%, much higher than the desire for a happy family and mental health. With the rising number of annual medical consultations in China and the rapid rise in healthcare spending, the nation's demand for health continues to grow. Among different types of disposable expenditures per capita of national residents in 2019, expenditures on healthcare amounted to 11.6% year-on-year.
Consequently, China's healthcare industry has been growing steadily this year, and maintaining health through healthcare food has become a way of life, in which, in addition to a large percentage of growth in the areas of sports nutrition and weight management, the domestic market for vitamins and dietary supplements began to show a statistically significant value in 2018 and has continued to develop since then.
The online market for health care products is booming, and the Tmall platform is gradually becoming the main market force Following the rapid growth of the international business in 2018, the overseas and domestic health care products have still maintained high growth in the past year. The reason for the growth, the most obvious change is the number of people. With little change in other factors, the increase in the number of people purchasing demonstrates that the penetration rate has increased and this market is expanding.
2, breakdown analysis
From the point of view of segmentation of functional areas, health care products 13 kinds of functional market size performance is obvious, respectively: sports nutrition, gastrointestinal nutrition, to enhance immunity, oral beauty, bone nutrition, cardiovascular and cerebrovascular management, men's nutrition, to improve sleep, pregnancy and child nutrition, children's nutrition, eye care, maintaining prostate health, and urinary health. Among them, sports nutrition and gastrointestinal nutrition dominate and are the main markets; pregnancy and infant nutrition and children's nutrition are developing rapidly and are potential markets.
Segmented categories show diversification. Under the function of sports nutrition, in addition to whey protein occupies a dominant position, L-carnitine, dietary supplement-type beverages, amino acids, branched-chain amino acids and other rapid development. Under the gastrointestinal nutrition market, enzymes, dietary fiber/fruit and vegetable fiber, probiotics accounted for a high percentage, of which probiotics, monkey head mushroom extract rapid growth, monkey head mushroom extract growth rate is more than 100%; low GI food (sugar-free food) has become a trend category. Oral beauty products, collagen and vitamin E as the main categories, accounting for a large proportion, the growth rate is considerable; grape seed extract growth slowed down; iron, B vitamins also occupy an important market size. Among the immunity-boosting products, Ganoderma Lucidum/Ginseng/Dendrobium Extract, vitamins, and mixed proteins drive the growth rate. In eye care products, lutein gummy dosage form is more popular in the market, and lutein is also the most educated category in the market, with both high share and growth rate. Vitamin A and lingonberry/blueberry extract, to be further explored. Pregnancy and infant nutrition products, linolenic acid doubled growth; children's nutrition: vitamin AD growth rate is outstanding.
3, crowd demand trends
Through the health care products eight crowd development matrix can be seen, Generation Z, the sinking market, the silver-haired people, etc. has become the new power of health care products crowd. The groups with more prominent per capita consumption power of health care products are: urban silver hair, delicate moms, emerging white-collar workers and senior middle class, whose main purchasing power is reflected in the number of purchased items. Delicate mothers have the strongest consumption power of health care products.
Exquisite mothers' consumption mainly focuses on gastrointestinal nutrition, immunity enhancement, cardiovascular and cerebrovascular management, eye nutrition, pregnancy and infant nutrition, and maintenance of urological health, especially the function of pregnancy and infant nutrition is more significant. This also reflects the core function of mom as the minister of family purchasing. Comprehensive consumer population, nearly 1/4 consumers a year to buy 2 or more functional products, this part of the consumer contribution to Tmall health products more than half of the performance.
Nutritional health products to achieve and reach a higher market share, or need to continue market education, improve penetration and re-purchase rate, the future of people's health will be more and more concerned about our lives will also undergo a huge change, starting now, care for self-health, reasonable nutritional intake, the right amount of exercise.