Recently, Tencent Advertising and Industrial New Economy jointly released the 'Healthy Tonic Global Operation Manual and Operation Guide' (hereinafter referred to as 'Guide').
According to the 'Guidance', various new categories and products are constantly emerging in the health supplement industry. Keeping healthy at any time and subdividing functions are becoming the new demands of contemporary 'health-preserving people'.
Faced with the diversified needs of 'healthy people', Chinese nourishing brands are also actively embracing changes. With the help of scientific verification and technological iteration, based on traditional tonics, Huanxin is a new Chinese tonic that meets the needs of contemporary consumers. Nowadays, health and nourishing products are more convenient to eat and have penetrated into people's daily life. The whole product development trend is more instant and snack-oriented.
New consumer demand, consumption expectations and consumption habits have promoted the commercial transformation of the health supplement industry, fueled the development of the health supplement industry, and brought new growth opportunities for health supplement brands.
The World Bird's Nest and Natural Tonic Exhibition, known as the world's nourishing industry event, is referred to as the Shanghai Bird's Nest Expo. The International Expo Center is grandly held, and more than +500 brand companies will participate in the exhibition, spanning derivatives such as dried bird's nest, fresh stewed bird's nest, instant bird's nest, freeze-dried bird's nest, bird's nest porridge, bird's nest moon cake, bird's nest rice dumpling, bird's nest drink, instant fish Gum and other fish maw products, bird’s nest cosmetics, enzymes, cordyceps, sea cucumber, fish glue, wolfberry, tangerine peel, donkey-hide gelatin, ginseng antler, seahorse, morel, probiotics, fish maw chicken, Buddha jumping over the wall, shark’s fin, American ginseng, saffron, honey, Snow clam oil, homology of medicine and food, nutritious and healthy food, nourishing drink, source factory, supply of raw materials, related equipment, manufacturers, printing, packaging, sales, training, Internet and other fields, covering both the nutrition and health industry chain The various production links in the industry also cross borders to other fields related to consumption.
01. The market prospect of the industry is broad
According to data from EO Intelligence, from 2012 to 2021, the scale of China's dietary health care market has risen from 245.3 billion yuan to 536.7 billion yuan, and the market contribution of female consumers has increased significantly. According to the '2021 China Women's Health Food Market Insight Report' data, from 2016 to 2020, the scale of China's women's health food market rose from 136.57 billion yuan to 203.15 billion yuan, with a compound annual growth rate of 10.4%. Affected by factors such as the intensification of globalization, the awakening of health awareness, and the improvement of dietary structure, the Chinese dietary health care market has maintained rapid growth, with a compound growth rate of over 9% in the past ten years.
图 | 2012-2022年中国膳食养生市场份额（单位：亿元）
It can be seen that with the continuous advancement of the Healthy China strategy, the big health industry is gradually occupying an important position at the top, becoming a sunrise industry that all capitals are chasing.
02. Industry development trend
Trend 1: Multiple Food Scenes
Eating scenes mainly cover daily eating scenes (three meals a day, afternoon tea, supper and overtime meals), while radiating sports energy scenes and scenarios with strong demand for instant food such as business trips. The eating scene of packaged ready-to-eat health products is more daily, and 'food' machines are everywhere.
02. Industry development trend
Trend 1: Multiple Food Scenes
Eating scenes mainly cover daily eating scenes (three meals a day, afternoon tea, supper and overtime meals), while radiating sports energy scenes and scenarios with strong demand for instant food such as business trips. The eating scene of packaged ready-to-eat health products is more daily, and 'food' machines are everywhere.
图 | 不同年龄段人群滋补养生渗透率
03. The main group of healthy and nourishing consumers
Delicate Beauty: In a high-intensity and highly-changing living and working environment, health and body are all pursuing fast, efficient and immediate results.
Trend Fairy: Is actively exploring and investing in a better and more beautiful new self.
Xiaocheng Jiali: Refuse to sweat hard and practice hard, and believe that health is 'raised'.
Self-disciplined man: busy with life and work, but highly self-disciplined, more scientific and professional.
Silver-haired fashionistas: have time and money, have insights and consumption habits about health care, and have a strong and continuous need for health care upgrades.
04. Diversified extension of consumption and consumption purposes of the crowd
Focusing on the single needs of consumers has become a thing of the past. With the improvement of consumers' health literacy and self-requirements, consumer needs are constantly breaking through and expanding, and more diverse related needs have been extended from core needs. According to research and research, consumers have extended from their own core needs to the six types of related demand directions in the above figure.
05. Social circles affect consumer decision-making
In the Internet age, consumption is an expression of identification and helps people maintain social relationships. Users are used to communicating and sharing their shopping and usage experience on social platforms, and they are used to the behavior of 'planting grass' through social networking with acquaintances to directly generate awareness of brands, understand and make purchases.
图 | 消费者获取健康食饮新品信息的渠道
Health and nourishing products have their own social genes, so one of the key points for brand growth is to find a long-term social platform for effective communication with consumers. It is necessary to pay attention to the influence of circles, give full play to the catalytic effect of acquaintances, build a private domain pool of a good brand, and explore new links and new methods of brand operation to improve transformation.
06. Summary
From the product market level, the breadth, depth and frequency of consumers' consumption of health and nourishing products have been significantly strengthened. The development of the entire market is showing a trend of growth and expansion. The number of categories purchased, the unit price of customers, and the frequency of purchases continue to increase, bringing strong new impetus to market expansion.