The latest post-pandemic trend in the Chinese nutrition and health market | 疫情后，中国营养健康市场最新动向

In 2021, the Chinese domestic market has been in full swing from Women’s Day. On the night of 8th March, Taobao's live broadcast hosts started campaigns to sell products, contributing immensely to the goal of GDP growth exceeding 6 percent in 2021. At the beginning of 2021, the New York Times made a precise description of China’s economy over the past year as a dip followed by a strong rebound. Looking back at 2020, since COVID-19 outbreak, the young nutrition and health market in China has also been through a lot. At the beginning of the year, the market showed a strong demand for products with singular immunity boost function such as vitamin C and protein powder, while neglecting other products categories. In the middle of the year, the COVID-19 started to be under control in China, and international logistics resumed effective operation. The nutrition and health market took the lead in a comprehensive and stable recovery and showed impressive growth. Since then, in a post-pandemic era, consumers returned to be rational. Based on individualised consumer demand, the market showed trends of product differentiation, specialisation, consumer differentiation, rapid growth and accelerated iteration. On last year's Singles Day shopping festival, the top five categories of online consumption on Taobao included not only the traditional well-performing categories such as joints, probiotics and oral beauty products, but also the “dark horse” NMN. It was exciting to see that with the development of ready-made and easy-to-carry products, traditional nutritional products, such as bird's nest, ganoderma lucidum, wolfberry and more witnessed exponential growth in 2020, ranking top in online category sales. The concept of nourishing health has been adopted by younger consumers such as Gen Z.

In 2021, as more people get vaccinated and better control of the pandemic in other countries, more nutrition and health products from overseas will flood into the Chinese consumer market. With a consumption volume of 1.4 billion, people’s health product consumption motivation will be rapidly elevated due to the pandemic. Factors such as rapid development of online medical treatment, domestic household income growth, the improvement of education level, and China's aging process intensification, highlight China’s market position in the center of the global health consumer market. Therefore,

it is predicted that in 2021, the domestic nutrition and health market will continue to be favored by capital. Enterprises will continue to devote human and material resources. Social influence and attention will rise, and government policy will guide and support this trend. In 2021, the revitalisation of the nutrition and health industry will follow the trend. The young industry and its high compatibility with the Chinese market will seamlessly match the country's domestic market and achieving dual growth domestically and globally.

HNC Health and Nutrition Convention, which has been deeply involved in the health industry for 12 years, is ready to reboot in 2021. From 23rd to 25th June this year in Shanghai National Convention and Exhibition Center, HNC will bring together the new products and technologies in the global nutrition and health industry, focusing on the new business trend, and integrate the latest expanded channel resources to serve domestic and overseas exhibitors. In this new era, we will take promoting the development of the supply side of the industry and intelligent manufacturing as our new development goal. By bringing resources from all sides to jointly build a high-quality platform, we aim to provide public education and fully empower our exhibitors to achieve brand spillover effect, guide the orderly development of the industry, and seek industrial revitalisation.

Contact: Coco Huang, huangyan@cccmhpie.org.cn, 86-18810362691

2021年，年味似乎还回荡在空气中，国内市场的消费盛宴已经如火如荼始发于女同胞们的节日。3月8日晚，淘宝直播间各大主播开启跨店满减活动，频频抢购一空的直播产品为2021国内GDP增速超越6%的目标做出了不小贡献。2021年初，纽约时报将过去一年中国经济的走向描述为先下探后强势反弹的比喻着实生动。回首去年，历经新冠疫情这一黑天鹅事件，国内年轻的营养健康市场也曾几多欢喜几多愁。年初，市场呈现对维C、蛋白粉单一提升免疫产品的突出渴求，让其他品类商在焦灼中度日如年。年中，国内疫情平稳，国际物流恢复有效运转，营养健康产品市场从上游到下游率先全面平稳复苏并逆势增长。之后至今的长期抗疫过程中，消费者心态也回归理性。从个体化消费需求出发的市场呈现出产品细分化，专业化，人群细分化，增长迅速，迭代加速的特点。去年双十一，淘宝线上消费额排名前五类产品不近有传统强势品类如骨关节、益生菌、口服美容类别。还有众厂家趋之若鹜的黑马NMN。值得欣喜的看到，传统滋补产品例如燕窝、灵芝、枸杞等，自从拥有定食、易携带的产品特色后，业绩纷纷在2020年得到全面爆发，高居线上品类销售冠军。滋补养生理念已被如Z世代这类更年轻的消费群体所接受。

2021年，随着疫苗的普及以及各国疫情的控制，海外更多国家及地区的营养健康产品将积极涌入中国消费市场。14亿人口的消费体量，国人健康消费意识因疫情得以快速提升的消费动因，互联网医疗在国内的高速发展，国内总体居民收入的增长，教育水平的提高，甚至是中国老龄化的加剧，种种因素叠加，让中国市场突显其在全球健康消费市场的中心地位。由此预测，2021年国内营养健康市场将继续获资本青睐，企业人力物力投入，社会影响力及关注度提升，政府政策导向与支持。2021年，振兴营养健康产业即顺势而为，产业的朝阳性和与中国市场的高度契合性将无缝匹配国家积极发展内循环，实现内外双循环的发展战略。

作为深耕健康产业十二年的HNC健康营养展，2021已蓄势待发。今年6月23-25日在上海国家会展中心，HNC展会将汇聚全球营养健康领域新产品、新技术，聚焦业态新格局、新趋势，融汇最新拓展的渠道资源服务国内及海外展商。新时代，我们将以推动产业供给侧发展与智能制造为新发展目标。通过汇聚各方资源共同打造优质平台，传播科学理念给消费者，充分赋能展商实现品牌溢出效应，引导行业有序发展，共谋产业振兴大计。

展会介绍联系人：Coco Huang，huangyan@cccmhpie.org.cn，86-18810362691