Three key facts about China's health care market | 中国保健品市场掘金路上必须知道的三个真相

With the increasing health awareness of consumers, China has become the world's second largest consumer market for health care products. In 2019, the market size of health care products in China reached about 222.7 billion CNY.

Niche market

The reporter of Beijing Business Daily discovered that young people are becoming the main force in the health care market, and their demands are also expanded to protein supplement and endocrine regulation, which are different from the previous single needs of calcium supplement for the elderly and brain strengthening for the young. Major enterprises began to compete for the niche market, consumer positioning and product types gradually become the health care product market’s competition point.

Accelerating expansion

In the opinion of the industry, with the improvement of people's health awareness and diverse needs, the health industry will enter a period of rapid development. "The release of the Healthy China Action 2019 (2019-2030) and other relevant documents means that the implementation process of the Healthy China strategy is accelerated, which has greatly promoted the improvement of health industry policies and regulations, the improvement of social health awareness, and the promotion of health industry investment. As an important part of the Big Health industry, China's health care market has great development potential and is expected to further expand."

Tighter regulations

In Deng Yong's view, the country's regulations of the health products industry are becoming more and more strict. The previous way of using community publicity, television advertising to attract consumers will not work in the future. Consumers are becoming more rational when making purchase decisions. Only when they believe that the product is genuinely beneficial to their health, are they likely to buy it. Sub-categorisation or diversification calls for improved product quality.

The 12th China International Health Products Exhibition and Asia Natural and The 2021 Healthplex Expo (HNC) will be held at The National Convention and Exhibition Center (Shanghai) between 23 and 25 June, 2021, jointly organised by China Chamber of Commerce for Import and Export of Medicines and Health Products and Shanghai Bohua International Exhibition Co., Ltd. HNC has been in the field of health for 11 years, and has become an important platform for quality brands to expand the market. The exhibition has always been deeply rooted in the domestic consumer market, the vein of nutrition and health industry demands, gathered online and offline all-channel buyers, to build a quality and professional procurement platform for exhibitors. Adhering to innovation, the exhibition continues to develop new products as the market changes, setting up sections featuring popular overseas quality brands, traditional health products, bee products, local characteristic products, anti-aging beauty products, pregnancy, infant and children's health food. And taking into considerations of individual product characteristics, the exhibition uses live broadcast to create a new marketing model. Meanwhile, HNC keeps its pulse on the latest policies. It invites industry experts to interpret the industry trend, invites major brand drugstores, supermarket chains and large department stores to develop new procurement channels for exhibitors, and actively plays the leading role of industry organisations and the aggregation of resources on the exhibition platform. HNC continues to maintain the advantages of the combination of exhibition and industry and precise marketing to expand the domestic consumer market and help all parties work together to win.

Contact us

China Chamber of Commerce for Import and Export of Medicines and Health Products

Floor 11-12, No.6 Nanzhuguan Hutong, Chaoyang Mennei Street, Dongcheng District, Beijing (Building 3, Beijing Inn Building)

Coco Huang

Tel: 86-18810362691

Email: huangyan@cccmhpie.org.cn

伴随消费者健康意识不断提升，中国成为全球第二大保健品消费市场。2019年，我国保健品市场规模约达2227亿元。

细分领域

北京商报记者发现，与此前单一的老年人补钙及少年健脑益智的保健需求不同，年轻人正成为保健品市场主力，需求也扩大至补充蛋白质、调节内分泌等。各大企业开始竞逐小众市场，消费人群定位以及产品种类逐渐成为保健品市场竞争点。

加速扩容

在业内人士看来，随着人民健康意识的提高、需求多样，健康产业将迎来高速发展期。“2019年《健康中国行动（2019-2030年）》等相关文件出台意味着健康中国战略实施进程加速，对加快完善健康产业政策法规、提高社会健康意识、促进健康产业投资均产生了极大的推动作用。作为大健康产业的重要组成部分，我国保健品市场发展潜力巨大，有望进一步得到扩容。”

监管趋严

在邓勇看来，国家对保健品行业的监管越来越严格，靠以前的到社区里面去做活动宣传、电视广告宣传吸引消费者购买的方式在未来行不通。消费者的消费愈发理性，只有认为这个产品对自己的身体健康真正有利，才有可能购买消费。细分化或是多样化的发展态势，最终比拼的仍是产品质量。

由中国医药保健品进出口商会与上海博华国际展览有限公司联合主办的“第十二届中国国际健康产品展览会、2021亚洲天然及营养保健品展（简称HNC）”将于2021年6月23-25日在国家会展中心（上海）举办。HNC健康营养展在健康领域沉淀了十一年，已成为优质品牌商拓展市场的重要平台。展会始终深耕国内消费市场，把脉营养健康领域产业诉求，汇聚线上线下全渠道买家，为参展企业搭建优质专业的采购平台。展会坚持创新，随着市场变化不断开拓产品新板块，针对时下热门的海外优质品牌、传统养生滋补品、蜂产品、地方特色产品、抗衰美容产品、孕婴童健康食品设立专区。并结合产品特色，以现场直播带货形式为企业打造营销新模式。同时HNC健康营养展深度把脉政策导向，力邀行业大咖解读产业走势，邀请各大品牌药店、超市连锁及大型百货经营渠道，为展商拓展采购新渠道，积极发挥行业组织引领作用与展览平台资源聚合作用。HNC健康营养展继续保持展览与行业结合的优势，精准营销，力拓国内大消费市场，助力各方携手共赢产业红利。

联系我们

中国医药保健品进出口商会

北京市东城区朝阳门内大街南竹竿胡同6号（北京INN大厦3号楼）11-12层

电话：86-18810362691

联系人：黄女士Coco Huang

邮件：huangyan@cccmhpie.org.cn