The development of dietary supplement industry in China has ushered in a new opportunity.

original title: China's dietary supplement industry has ushered in a new opportunity 2019 is China's dietary nutrition supplement industry development of a difficult year. On the one hand, the intensive introduction of management policies, e-commerce law, food safety law implementation regulations, cross-border e-commerce retail import supervision regulations, advertising review and management measures, such as a number of important regulations, from all levels of the industry norms; However, at the same time, the emergence of new retail models, more and more overseas brands with the help of international exchange platform, and constantly increase the investment in the Chinese market, with the help of cross-border e-commerce retail imports, community e-commerce, live broadcast and other new models, deep into the Chinese market, China's dietary supplement industry development in the crisis contains more opportunities. Recently, China Medical and Health Products Import and Export Chamber of Commerce issued the "China Dietary Nutrition Supplement Industry Development Report (2020)", the overall situation of China's dietary nutrition supplement industry combed and prejudged -with the change of social structure and consumption patterns, China's dietary nutrition supplement market pattern is also changing: sales channels rich, consumer structure younger, market variety diversification, regulatory policy strict;, from China's medical and health care products import and export chamber of analysis that the current dietary nutritional supplement industry development has the following new characteristics.the new situation stimulates the development of the industry the growth of online channels is strong. "The fermentation and regulatory fallout from the 2019 Kwon Health event has broken the original sales pattern and the new sales pattern is developing rapidly." China Medical and Health Products Import and Export Chamber of Commerce related people analysis that in the past 10 years, direct sales is China's dietary nutrition supplement products, the main sales model, accounting for more than 50%, but with the "Kwon Health event" fermentation, the direct marketing model has been greatly affected, and the community e-commerce as the representative of the new sales model continues to develop. According to Ali Platform data, in November 2019, the company with the highest online market share of dietary supplements was Swisse, accounting for 7.6%. Second, it was Tangchen," with a market share of 7.1%. In 2020, the spread of new crown pneumonia on a global scale has accelerated the development of e-commerce channels, which, according to statistics, have a compound growth rate of more than 50.0%. In addition, live delivery and micro-business, community marketing model is also developing.registered and approved health food function set. Report data show that the current registered and approved health food function distribution is uneven, some functions are too concentrated, of which the most immune-enhanced function, accounting for 32.13 percent, followed by the relief of physical fatigue, accounting for 12.66 percent, the top 10 health functions are assisted blood lipid reduction (9.36%), antioxidant (anti-oxidation (anti-oxidation (5.43%), improved sleep (3.67%), assisted blood sugar reduction (3.66%), general seuple (3.42%), auxiliary protection function for chemical liver injury (3.22%), promotion of digestion (2.75%), weight loss (2.36%) and so on.at the same time, in 2019, despite the adverse factors such as the continuing decline of the world economy, increased international trade tensions and rising trade protectionism, most listed enterprises have achieved growth and the overall trend towards good in the industry has not changed. According to the introduction, this year China's dietary nutrition supplements international trade still maintained a good development trend, import and export two million. Data show that in 2019, China's total import and export of dietary supplements reached 5.28 billion U.S. dollars, up 12.8% YoY, and exports grew steadily to 1.88 billion U.S. dollars, up 12.7% YoY. After four years of rapid development, import growth slowed, at 12.8%, imports reached $3.40 billion, and the trade deficit widened to $1.52 billion.according to customs data, imports in 2008 were $410 million, while imports in 2019 were $3.40 billion, an increase of more than seven folds, and the compound growth rate of dietary supplement imports over 12 years was 21.2%, maintaining a high growth rate;consumption tends to diversify the globalization of the market and the development of cross-border e-commerce, promote innovative products continue to enter China, but also promote China's dietary nutrition supplement industry with the international synchronization.the popularity ofhealth awareness has changed profoundly in the position of health food in the hearts of domestic consumers, from high-end consumer goods and gifts that were previously available to dietary nutritional supplements. The consumption trend of dietary supplement products is developing towards the universalization of consumption consciousness, the low age of consumption, the diversification of consumption scene, the convenience of consumption forms and the internationalization of consumption choice. Professor Sun Xiufa of Tongji Medical College of Huazhong University of Science and Technology has said that in the next 10 years, the penetration rate of health food in China will evolve step by step in the direction of "one-two-tier cities to third-tier cities" and "older population to middle-aged and middle-aged people" and "tonic functional health care to dietary supplementation". According to the 2019 China Health Consumption Development White Paper, the share of 16-25 year-olds in health care turnover rose from 5.3% to 6.0%, with turnover up 36.9% year-on-year. In 2019, dietary nutrition supplements became the overall sales champion, after 80 and 90 are the main consumer.According to the analysis of the , from the dietary nutrition supplement category, the market size of vitamin and mineral products accounted for more than half, followed by Chinese herbal medicine (tonic) products, in addition to children's products accounted for 7.5%, weight management products accounted for 4.7%, sports nutrition accounted for 0.7%; Data, consumers concerned about the product function stake in helping bone joint health, oral beauty products, cardiovascular health, sleep health, intestinal regulation, exercise nutrition, such as specific categories such as ammonia sugar, collagen, fish oil, melatonin, probiotics, protein powder and so on.at the same time, health food appears "snack" trend. In product packaging, a small packaging design that is as portable as a snack has been produced. For example, small independent packaging of flower tea, a gum cake, iron oral solution. In product form, jelly,candy and other forms of explosive growth, such as probiotic fudge, collagen jelly and so on. These products both maintain the taste, are easy to carry and drink, and are fashionable and innovative, becoming a new direction for young people to choose dietary nutritional supplements.the future development of great space at present, China's dietary nutrition supplement industry is entering the stage of high-quality development, the industry is pregnant with great potential for development.first of all, from the industrial development stage and trend, China's dietary supplement industry is still in its infancy but the future market space is huge. On the one hand, with the outbreak of new coronapneumonia, dietary nutritional supplements, as one of the effective means to help maintain good health, are becoming more and more popular with consumers, on the other hand, the advent of an aging society, the enhancement of health awareness among the younger generation and the issuance of related health care policies provide an external environment for the growth of the industry.second, the dietary nutritional supplement industry is a whole industry chain covering everything from raw material supply to product distribution, raw materials are the basis of the product. With the upgrading of the industry, more and more product research and development enterprises and upstream raw material suppliers to find new raw materials, new technologies, new features, from the quality and efficacy of products, so as to promote the dietary supplement industry technology upgrades and product innovation. "There are a lot of companies that combine raw materials and products for systematic development. On the one hand, we can shorten the product development cycle, promote the change of new and old products, seize the market, on the other hand, we can guide through the terminal market demand and joint raw material suppliers in the functional direction, market applicationand to do the in-depth development of raw materials. "The above-mentioned person said.innovation research and development is an inevitable trend of industry development. At the same time, the implementation of health food filing system and cross-border e-commerce, stimulate the vitality of the market, promote new products, new features, new dosage products, welcomed by the market. The implementation of the "Health Food Ingredients Catalog and Health Function Catalog Management Measures" implemented in 2019 is to encourage industry-led enterprises to actively carry out innovative new functional health food exploration research and development.with the upgrading of the consumption structure and the change of consumer concept, the functional products market is experiencing more and more severe tests, health, nutrition, personality, convenience and other needs become hot, functional demands more and more subdivided, professional, such as oral beauty, weight management, sports nutrition and probiotics and other sub-sectors of dietary supplements, is showing rapid growth.(
reporter Yang Xiaojing
)Source: China FoodResponsibility Editor:
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