中国保健品市场规模预计在2022年底将接近3000亿元,在全球市场中占比超过3成,仅少于美国位居第二。目前,我国各年龄段保健品渗透率普遍均低于美国,尤其是在35岁以上的群体与美国差距较大,这意味着中国营养健康未来具备极高的潜力。
国家出台相关政策建设健康中国,国民的体育生活、医疗等均得到了政策保障。消费者在购买保健品时第一大痛点为难以判断产品真伪。针对这一问题,国家出台一系列保障措施∶净化行业、抵制虚假,市场更加规范完善。
随着国民生活水平的提高,健康意识逐步提升。根据国家卫生健康委员会数据,预计2030年国民健康意识将较2017年有成倍的改善。面对现代人的亚健康状态,购买保健品、运动养生、购买滋补品成为人们改变健康的前三选项。
新生代父母重视科学育儿,调研数据显示,购买产品时关注品质认证、食用禁忌,同时,对口感口味异常注重。准父母备孕时,准爸爸的需求增长明显。
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