2024健康营养行业品牌渠道发展洞察报告

2024健康营养行业 品牌渠道发展洞察 Insights into Brand & Channel Developmentof Nutrition Industry 2024 NHNE中国国际健康营养博览会出品China International Natural Health & Nutrition Expo (NHNE) 1200+健康营养品牌方问卷调研More than1200health & nutrition brand questionnaires 32次深度访谈32in-depth interviews B2B专业展会品牌商&渠道商 &健康营养行业不同终端消费者 联袂打造 关于行业概况品类情况消费者洞察原料创新趋势行业内参 Industry overview, Category situation, Consumer Insight, and Trends in raw materialinnovation are derived from consumers & brand & channel merchants based on B2B exhibits. 从展会视角看行业 历时120天120days Viewing the industry from the perspective of exhibitions NHNE观点：NHNE Views 人物IP成为内容营销的重心Personality IPs in contentmarketing 渠道融合与多元化发展Channel integration anddiversification 专业性与功能性产品Specialty and functional 通过与专业营养师链接打造个人IP和意见领袖，隐形冠军藏在直播间里Link with professional nutritionists tocreate personality IPs and opinion leaders;invisible champions hide in thelivestreaming room 专业性与功能性产品受到青睐，临床试验的产品是持久生命力Products with specialized and functionalattributes are favored, with clinicallytested products showing enduring vitality 企业开始寻求公域流量的多途径融合，并且不再局限于单一的销售渠道Businesses seek synergy across publicdomains, transcending single-channelsales models 供应链管理与成本控制挑战Supply chain management &cost control 私域流量与品牌建设并重Private domain traffic and 做好人群定位Accurate market positioning brand building 私域迭代更新快，打造短线爆品更应注重长久运营Agile private domain strategies alongsidelong-term brand cultivation amid rapiditerations 加强供应链管理，优化成本结构，提升整体运营效率对企业来说尤为重要Strengthening supply chain managementand optimizing cost structures are crucialfor improving overall operationalefficiency 消费两极分化，高端的人依然高端消费，底端的人选择便宜的产品As consumer markets polarize, high-endconsumers continue upscale spending,while the lower-end opts for moreaffordable products 行业概况 Industry overview 行业格局趋于稳定，七成企业业绩保持在增减20% The industry landscape is stabilizing, with 70% of businesses maintaining a performance growth/decline within 20% 品牌企业寻求突破的第二增长曲线 Thesecondgrowthcurveforbrandedcompaniesthatarelookingforabreakthrough 品牌选择哪种方式作为生意突破口？ How do brands choose their breakthrough strategy? 代理商的“乐与怒” Agents’ joy and frustration 开发自有品牌提升利润空间Developing proprietary brands to enhance profit margins 绝对强势渠道会消失，市场份额趋于平均 Dominantchannelswillfade,leadingtoamorebalancedmarketshare 最受关注的渠道是私域电商、直播带货、康复养老 The most popular channels are private-domain e-commerce, live streaming sales, rehabilitation and elderly care 终端零售与品牌的合作模式 Cooperation mode between terminal retailers and brands The proportion of direct purchases increases while the proportion of allpurchases through agents decreases >>全部通过厂家采购24% 终端零售选品偏好 Terminal retail selection preferences 最关注的是产品的功效和特色 People are most concerned about the efficacy and characteristics of products 产品品类情况 Product category situation 基础增强免疫力观念有所降低，人体单项功能性补益产品更受关注 Theconceptofbasicimmunityenhancementisreduced,whilethehumanbody'ssinglefunctionalsupplementproductsaremoreconcernedabout 上班族、中老年和男性消费上升，婴幼儿和孕产妇消费下降 Risingconsumptionamongofficeworkers,themiddle-agedandelderlyandmen,decliningconsumptionamonginfants,childrenandpregnantwomenandmothers 产品定位的消费场景和人群结构 Consumption scenarios and crowd structure for product positioning: 整体客单价有所提升 An increase in per customer transaction 新玩家主要来自哪些领域 What are the main sectors from which new players are coming? 跨境保健行业整体趋势Overall trend of cross-borderhealthcare industry 跨境营养保健线上体量增长强劲，市场规模稳步提升The online volume of cross-border nutrition and healthcare is growing strongly, and the market size is steadily increasing 跨境营养保健产品消费趋势变化带动大量新品牌入局The change in consumption trends of cross-border nutritional and healthcare products has driven a large number of new brands toenter the market 消费趋势年轻化、日常化、多样化等带动新类型品牌进入国内市场，养颜/抗氧化、维生素/矿物质、增强免疫类目趋势依旧利好 跨境保健品牌增速迅猛，澳美日品牌为增长主力军Cross-Border Nutraceutical brands grow rapidly，with Australian and Americans brands as the main force of growth 2023年美国、澳大利亚和日本为跨境品牌主要新增地 跨境保健品牌稳步增长，品牌新增年复合增长率达29% 营养保健跨境品类消费需求多元发展Diversified development of cross-border consumer demand for nutrition and health care categories 2022（灰色）vs 2023（红色） 调节三高、骨骼健康为消费主流；特医食、调节三高增长迅猛Adjusting the three highs and maintaining bone health is the mainstream of consumption; Special medical foods and enhanced immunity are growing rapidly 跨境保健品趋势类目|销额占比23年对比22年 抖音电商保健品行业趋势洞察 抖音电商 行业稳步健康增长，处于消费升级赛道 ⚫抖音电商保健品市场整体呈现逐月上升趋势，市场稳定扩容。根据近两年行业GMV分布规律，预计2021年-2024年抖音电商保健品行业年复合增长率达120%。⚫随着生活水平提高和“亚健康”人群激增，导致行业平均件单价逐年上升，并且消费者在保健品上的消费意愿和支付意愿提高，行业处于消费升级赛道。 赛道表现 天然成分概念火热，植物提取物品类高规模高增长 ⚫在口服胶原蛋白饮品和冲泡型蛋白粉的带动下，蛋白粉/氨基酸/胶原蛋白品类市场规模领先，侧面印证口服美容、运动营养和免疫调节赛道市场容量大。⚫伴随消费者对“天然、有机、药食同源”等概念的认可和喜爱，来源于天然植物成分的保健品高规模高增长，该品类主打功效多样，满足消费者多种补给需求。⚫维矿等微量元素作为日常人体所需，适用性广泛，市场成熟、规模较大。⚫菌/菇/微生物发酵赛道则主要以益生菌产品为主导，面向具有肠道调节、身材管理等需求的消费者。 植物精华/提取物保健品： 产品常见主成分包括叶黄素酯、奶蓟草、纳豆激酶等来源于天然植物的提取物，抖音电商热销产品为蓝莓叶黄素酯软糖。Innova调研显示，64%的消费者认同“天然成分”比“化学合成成分”更安全的观点。伴随消费者对“天然、有机、药食同源”等概念的喜爱，植物精华/提取物保健品市场展示出强劲增长势头。 蛋白粉/氨基酸/胶原蛋白保健品： 产品常见主成分包括乳清蛋白、胶原蛋白肽、植物蛋白、γ-氨基丁酸等营养性或功能性成分，抖音电商热销产品为乳清浓缩蛋白粉、胶原蛋白肽精华。该品类保健品有助于提高、修护身体机能，主打抗衰抗老功效的胶原蛋白肽饮品也成为颜值经济下的增长排头兵。 菌/菇/微生物发酵保健品：