Market landscape
The domestic health care products market has been showing rapid growth in recent years, and compared with the US market, there is still a big gap in the penetration rate, especially in the 35-44 age group, the penetration rate of China's health care products market is 11%, and the penetration rate of the US consumer goods market has reached 51%, and the future health care products market has great potential. Ingredients worth paying attention to in the nutraceutical market are vitamin E, probiotics and collagen. The market share is high and showing a rapid growth trend. In terms of efficacy, functional products that can comprehensively improve resistance/immunity are the most popular, individuals want to improve their intestines and sleep, and the elderly are concerned about bone joints and three highs.
Industry trends
Trend 1: Snackification
The boundaries between health care products and healthy snacks have become blurred, and more consumers want to have both taste satisfaction and healthy supplements: the change in product form has also broadened the use scenarios of traditional tonics, and the product positioning has expanded to scenarios such as "drama snacks" and "office snacks". And the taste of health care products is required to be more delicious and diverse. In addition, the packaging is required to adapt the style of the past "medicine jar style", and the style needs to be more interesting.
Trend 2: Facilitation
In order to adapt to the busy life rhythm of young and middle-aged consumers, more portable products have become an inevitable demand: consumers can avoid complex reprocessing processes, and eat and drink immediately out of the bag. In small portions, consumers can take it with them and can use it for any occasion. The product form continues to innovate, and the nutritional health products, candies, gummies, and beverages show a rapid growth trend.
Trend 3: The trend of gift boxes
Health care products are a good product to express love, and have strong social attributes: more consumers choose to send nutrition products when visiting relatives and friends during the holiday season, whether it is to send a boyfriend/girlfriend, or to relatives and elders, it is a good choice. Focus on the brand's unique gift box packaging and cultural and creative product portfolio.
Trend 4: Cyclical trend
Deploy periodic comprehensive nutrition products for users on time and in quantity: Reasonable allocation on time and in accordance with the amount can allow users to form more scientific and reasonable and more restrictive use habits. Better integrated into the user's life. For example, in freshly stewed categories such as bird's nest, periodic products can better ensure the freshness of the product. In vitamin products, the periodic design can better ensure that consumers eat on time and on schedule.
Trend 5: Precision trend
Consumers of different ages, identities and physiques need more targeted nutritional supplement programs: segmented groups need more customized nutritional supplement programs, and brands need to fully understand the physical signs and health problems of different segmented groups, and formulate targeted nutritional solutions.
Marketing Trends
Selecting the advantageous brand advantage cases of Social Touch Insight Engine, it can be seen that the health care products industry has a special product line layout for the family consumption market, the young market, the female market, and the elderly market, and the crowd marketing that has in-depth insight into the characteristics and needs of these people. In addition, in order to enhance the endorsement of health attributes, the form of athlete/sports marketing, as well as medical and nutrition experts has been adopted to promote public health awareness.
Swisse uses star marketing to enhance the brand's youthful attributes, and uses trendy sports tennis for circle marketing to enhance its influence in the sports circle and sports health attributes. In addition, the ACE tennis finals were jointly launched with professional tennis equipment brand Wilson and brand ambassador Zheng Qinwen, and "K2 calcium citrate" can be experienced at the event site to help strengthen bones.
Aiming at different age groups, By-Health sponsors family variety shows to drive the consumption of family health care products, evokes the importance of caring for their own health for middle-aged people, and carries out family marketing for elderly users. The exclusive title is the music competition variety show "The Sound of Life", which is suitable for families to watch together. On the occasion of JD.com's Super Brand Day, the "Three-Body Problem" protein powder co-branded gift box was launched, with the theme of "becoming your own healthy person", conveying the concept of "science to nutrition and courage to life". In addition, in collaboration with China Women's Daily, By-Health specially planned a short film called "My Old Baby", which depicts the role reversal between mother and daughter, and conveys the concept of protecting mother's good times with scientific nutrition.
Life-Space targets white-collar women, and adopts celebrity momentum + expert endorsement, traffic momentum + concept popularization to lead the new trend of probiotics. Li Xian was invited to be the global spokesperson of the brand's ordinary food, filming the brand's TVC, and releasing limited cultural and creative peripherals. Yang Tianzhen started from the topic of the workplace, so that girls who work hard can pay more attention to a balanced and healthy lifestyle. On 529 World Gut Health Day, Life-Space and 50 nutritionists also advocated daily supplementation with multi-strain probiotics to maintain intestinal health.
Peach Blossom Ji Ejiao Cake plays with star marketing and national fashion to leverage the young market. Ren Jialun is quite popular among young people, and the image of the male god in ancient costumes is very compatible with the charm of Peach Blossom Ji's domestic brand, and he was invited to be the spokesperson of Peach Blossom Ji food brand. Nai Xue's tea and Dong'e Ejiao jointly launched a new Ejiao milk tea, and it was packaged in the national trend, setting off a trend of Ejiao powder DIY.
Yili Xinhuo, a milk powder brand for the middle-aged and elderly, grasps the important nodes of Mother's Day/Father's Day, and markets the main needs of the elderly for "sugar control". #Make a breakfast for mom# #Decipher dad's morning life#Lock the breakfast and milk scene, and carry out family marketing on Mother's Day/Father's Day. Co-branded Sanlian Life Weekly, calling on young people to pay more attention to the health of their parents' breakfast meals. In addition, in response to the needs of the elderly for sugar control, during the National Nutrition Week, dozens of top experts and scholars in the field of nutrition came to the clinical verification results conference of Yilixin's living sugar relief diet base formula to discuss the "black technology of sugar control" for middle-aged and elderly people.