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On May 19th, CBNData and AliHealth jointly released Tmall Health Trend White Paper (“White Paper”), which combines CBNData consumption big data and AliHealth data.[1] The White Paper predicts the future development of the health market and health products.
In Chapter Six, the White Paper analyzed the health food industry from multiple perspectives, including industrial development, market for different product functions, marketing trends, etc.
Market Scale
The market scale of the health food industry in China is increasing steadily. According to the White Paper, the market scale of the health food industry in China was 55.1 billion Yuan in 2017. From 2020 to 2022, the market is expected to grow significantly to a valuation of 194.8 billion yuan in 2020, 212.7 billion yuan in 2021, and reach 231.6 billion yuan by 2022. [1]
Market Scale of Health Food Industry in China[1]
Currently, about a quarter of consumers in China buy at least two functional food products each year. [2] An increasing number of people who consume health food products is the key driving force on behind the growth of the market on Tmall.
2017-2019 Market Growth Factor Developing Trend of Tmall Overseas Dietary and Nutritional Supplement Food[1]
Function Categories
The White Paper divides health food into 13 categories differentiated by the product function. Among the 13 functions, sports nutrition, GI health, and oral beauty occupy the greatest market shares. Sleep improvement, male nutrition, pregnant & infant nutrition are the three fastest-growing segments.
The thirteen functions and their main products are listed below.
Function | Main Products |
Sport Nutrition | Whey protein, L-carnitine |
GI health | Enzymes, dietary fiber, probiotic |
Oral Beauty | Collagen, vitamin E, grape seed extract |
Enhance Immunity | Multi-vitamin/mineral, Ganoderma extract, other plant extracts |
Bone Nutrition | Calcium, glucosamine, ossein |
Cardiovascular Management | Fish oil, thistle, coenzyme Q10 |
Male Nutrition | Shellfish extract, maca extract |
Eye Care | Lutein, vitamin A, blueberry extract |
Sleep Improvement | Melatonin |
Pregnant & Infant Nutrition | Folic acid, DHA, cow colostrum |
Child Nutrition | Calcium, iron, zinc, vitamin AD |
Maintain Health of Prostate | Zinc, lycopene |
Maintain Health of Urinary System | Cranberry, evening primrose oil |
Performance of Overseas Health Products
According to Tmall data, imported health food products perform best in cardiovascular management and maintaining the health of the urinary system, while domestic brands perform best in male nutrition.
Food for Special Medical Purpose: Great Development Potential in China
The White Paper indicates that demand for FSMP in China exceeds supply; at least 70% of FSMP demands are not met yet. The percentage of malnourished people choosing FSMP in the USA is 65%, 27% in the UK, and only 1% in China. There is great potential in FSMP market education, supply, and product research.
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