The core data of this paper: upstream supply, downstream development, health care product market scale, health care product export, enterprise market distribution, health care product scale prediction, etc.
General situation of industry
1, definition
Broadly speaking, health care products refer to foods, medicines, other instruments and supplies that people need to protect and protect the human body in their daily lives.
There is no such thing as health care products in the world. According to Euromonitor's statistical caliber, health care products are divided into four categories: dietary supplements (vitamins and meals)
Supplements), traditional nourishing health products (herbs/traditional products), sports nutrition products (sports)
Nutrition), weight management products (weight management).
In China, health care products are popular terms for health food. According to china health care association's definition, health food is food with specific health care function or with the purpose of supplementing vitamins and minerals, that is, it is suitable for specific people to eat, has the function of regulating the body, does not aim at treating diseases, and does not cause any acute, subacute or chronic harm to the human body. As can be seen from the definition, health care products are a special kind of food, which has functions and plays a supplementary role in people's daily life food. China's health care products industry chain is relatively mature, mainly including upstream raw materials, midstream suppliers and downstream circulation enterprises.
2. Industrial chain analysis: There are many kinds of health care products and enterprises.
The upstream of health care products industry chain mainly includes health food raw materials (animals/plants/Chinese herbal medicines, biological agents, chemicals, etc. ) and health care equipment parts; Midstream refers to the supplier of health care products, there are many kinds of health care products, which can be divided into health care foods and health care devices. Health care foods mainly include traditional tonics and dietary supplements; The downstream of the industrial chain is mainly health care products circulation enterprises, including supermarkets, hospitals, pharmacies, direct stores and e-commerce.
Industry development process: the industry is in the process of continuous improvement.
The development of health care industry in China began in 1980s. After the reform and opening up, the level of national economy has risen rapidly, and people's demand for health care products has increased. The development of health care industry in China can be divided into three stages:
The first stage was 1987- 1998. During this period, health care industry flourished, but it was also accompanied by chaos, such as the "Chinese soft-shelled turtle essence" incident; The second stage was from 2000 to 2005. During this period, health care industry was in the trial stage of development, and the number of health care products production enterprises was greatly reduced. The third stage is from 2008 to now, and the health care industry is in the period of strengthening supervision. Affected by the National Health Event in 20 19, the "Hundred Days Action" (65438+1October 8-April 18) strengthened the parallel implementation of the dual-track system of health food registration and filing, tightened the categories of medical insurance credit cards and stopped issuing direct sales licenses.
Industry policy background: policy blessing, Chinese medicine health care products are paid more and more attention, and market supervision is strengthened.
Broadly speaking, health care products refer to foods, medicines, other instruments and supplies that people need to protect and protect the human body in their daily lives. In China, health care products are popular terms for health food. According to china health care association's definition, health food is food with specific health care function or with the purpose of supplementing vitamins and minerals, that is, it is suitable for specific people to eat, has the function of regulating the body, does not aim at treating diseases, and does not cause any acute, subacute or chronic harm to the human body.
During the Twelfth Five-Year Plan period (201-2015), "Nutrition and health food manufacturing industry" was first included in the national development plan. During the "Thirteenth Five-Year Plan" (20 16-2020), the state proposed to focus on the development of new nutritious and healthy foods such as health foods, nutritionally fortified foods and double protein foods. During the Tenth Five-Year Plan period (202 1-2025), the national level advocated vigorously developing traditional Chinese medicine health care products. At the same time, since 20 15, the State Administration of Markets, the National Health and Wellness Commission and other departments have successively issued policies to support, guide and standardize the development of health care products, involving the naming and publicity of health care products, health food safety and so on.
Upstream supply: There are various kinds of raw and auxiliary materials.
The raw materials of health care products include plants, animals, fungi, probiotics and bioactive substances. Among them, plant materials occupy an important position. According to the analysis of health care products with the function of enhancing immunity, SFDA approved the commonly used raw materials with the function of enhancing immunity: Codonopsis pilosula, Ginseng, Panax quinquefolium, Poria cocos, Lycium barbarum, Cordyceps sinensis, Eucommia ulmoides, bovine colostrum, Achyranthes bidentata and so on.
Take traditional Chinese medicine raw materials as an example. In recent years, with the structural reform of China's agricultural supply side, the state's support for the Chinese herbal medicine industry has been continuously strengthened, and the planting area of Chinese herbal medicines has increased significantly. At the same time, all localities have promoted the implementation of the Implementation Plan for the Protection and Development of Chinese Medicinal Materials (20 16-2020) and the Action Plan for Poverty Alleviation in Chinese Medicinal Materials Industry (20 17-2020), and the planting area of Chinese medicinal materials has been further expanded. According to statistics of Hualong Securities, in 20021year, the planting area of Chinese herbal medicines in China was initially calculated to be 58.02 million mu.
From the price point of view, in April 2022, the Composite 200 Index of Chinese Herbal Medicine closed at 267 1.58, down 2.05% from March 28th. The highest point in the session was 2727.50 points, and the lowest point was 267 1.58, with an amplitude of 2.05%. During the month-on-month monitoring in April, the circulation market of Chinese herbal medicines was obviously affected by the epidemic. On the one hand, the static management in some areas leads to the restriction of logistics and other factors, which makes it difficult to circulate goods. On the other hand, Anguo Chinese herbal medicine market, Pan 'an Chinese herbal medicine market, Linyi honeysuckle market and Fusong ginseng market are all closed due to the epidemic, and it is difficult for merchants to organize the supply of goods.
From the perspective of excipients, China pharmaceutical excipients can be divided into four categories according to their functions and uses. The auxiliary materials of injection are antioxidant, cosolvent and isotonic regulator. Adjuvants for oral solid preparations include lubricants, fillers, adhesives and diluents. The auxiliary materials of oral liquid preparation are dispersant, stabilizer and suspending agents. External accessories include anti-sticking agent, flavoring agent, propellant, etc.
At present, foreign pharmaceutical excipients account for 10%-20% of the total output value of pharmaceutical preparations. Due to the late start of pharmaceutical excipients in China, the overall level is still low, and the proportion of domestic pharmaceutical excipients in the whole drug is still low, which is generally considered to be around 3%-5% (pharmaceutical excipients are mainly used in chemical preparations, biochemical products and Chinese patent medicines). According to the output value of pharmaceutical preparations in China in recent years, the market size of pharmaceutical excipients is calculated, and the initial accounting is 202 1 year, reaching 246.2 billion yuan.
Downstream development: e-commerce continues to develop.
Mainly for health care products circulation enterprises, mainly including supermarkets, hospitals, pharmacies, direct stores and e-commerce. From the overall downstream demand, taking the drug retail scale as the reference index, the terminal drug sales in China pharmacies showed an increasing trend from 20 1 1 to 202 1. According to the data released by Minenet, the sales of terminal drugs in 20021pharmacy was 477.4 billion yuan, up by 10.25% year-on-year.
From the retail mode, with the change of economic environment and lifestyle, consumers' shopping behavior in the retail market is also changing accordingly, from one-stop shopping to customized goods, from convenient and time-saving shopping in supermarkets and convenience stores to online shopping and TV shopping without stores. These business innovations are positive adjustments made to meet the needs of consumers.
Judging from the development of medical e-commerce, compared with offline retail pharmacies, the threshold of medical e-commerce is higher. According to the regulations of the State Administration of Pharmaceutical Products, online sales of drugs must have an Internet Drug Trading Service Certificate and an Internet Drug Information Service Certificate. The difference between the two certificates is that the former can sell drugs, while the latter can only provide drug information, and cannot be sold online. At present, websites such as Tmall and JD.COM only provide information display platforms for offline businesses.
From 20 13 to 20 19, the market size of online pharmacies increased from 1300 million yuan to1380 million yuan. Young white-collar workers have become the main force of online shopping for drugs. The top three reasons why they choose online shopping channels are: placing orders online for delivery, and completing the process of purchasing drugs without leaving home; Affordable and transparent; There are all kinds of medicines, and there are many choices. In addition, online pharmacies can evaluate products interactively, allowing consumers to buy according to their own conditions; In addition, it can also reduce the embarrassment caused by consumers buying sensitive drugs. According to the data released by Minenet, in 20021year, the drug sales of online pharmacies in China reached 36.8 billion yuan, up 5 1.44% year-on-year.
Current situation of industry development
1. Supply: There are many enterprises related to health products, mainly distributed in South China.
According to the enterprise database of China, there are currently 165 100 major enterprises in the health care industry in China, among which 2020 is the main registration upsurge, and the number of registered enterprises in 2020 is 1370, and in 20021year it is 1306.
2. Demand: The market scale and export scale are rising, among which vitamins and dietary supplements are in the greatest demand.
China's medical and health care industry has entered a period of rapid development since 1980s, and has rapidly developed into a unique industry in just 30 years. The main reason for health care industry's vigorous development is the remarkable improvement of people's living standards; Secondly, the change of people's lifestyle is an important opportunity for the development of health care industry; Multi-level social life demands provide a broad space for the development of health care industry. From 2005 to 20021year, the market scale of China's health care industry continued to grow. As the economy enters the "new normal" development stage, the scale of the health food market continues to grow.
At the same time, the government is actively advocating a healthy diet and a healthier lifestyle, which also helps to change consumers' behavior. 20 19 In July, the National Health Planning Commission issued the Action Plan of Healthy China 20 19-2030, which clearly put forward the "three minus three health" initiative and advocated a healthy lifestyle. Its purpose is to reduce the intake of salt, fat and sugar, so as to maintain a healthy mouth, healthy weight and healthy bones. One way is to reduce the intake of these ingredients in food and drinks. Therefore, most people in China are turning to a healthier lifestyle, which will help accelerate the growth of health and health care products.
According to Euromonitor's statistics, health food can be roughly divided into three areas: vitamins and dietary supplements, weight management and sports nutrition. From 20 16 to 20021year, the market size of health food in China showed an increasing trend year by year. In 20021year, the market scale was 21676.5 billion yuan, up by 7.39% year-on-year.
In terms of market segments, vitamins and dietary supplements are the main products in China, and the market size of 202 1 accounts for 87.3%. The products in the field of weight management are aimed at slimming and dieting people, and the potential consumer demand should not be underestimated. Health food in the field of sports nutrition is mainly aimed at people who often exercise and exercise. Although the proportion is small, it is growing rapidly.
From the perspective of health care products export, the export scale of related products in China and health care industry increased year by year from 20 17 to 202 1 year, in which the export volume in 202 1 year reached 247 1 1 billion US dollars, with a year-on-year increase of 26.77%.
3. Price: The e-commerce price of health care products is mainly below 100 yuan.
Early data e-commerce big data monitoring platform data
Compass data shows that in 20021year, the sales of e-commerce health care products (nutrition health care+maternal and child health care) reached 75.4 billion yuan, up 21.3% year-on-year; Sales reached 54 1 billion, up 2 1. 1% year-on-year, and the market grew strongly. The e-commerce platforms of institutional statistics include Taobao, Tmall, Tmall International, JD.COM, JD.COM Global Buy, Vipshop, Pinduoduo, Netease Koala, Suning and Amazon. From the price point of view, in the 202 1 e-commerce market of health care products, products with 0- 100 yuan account for the largest proportion, exceeding 50%. Although the average market share of commodities above 500 yuan is only 3.3%, the year-on-year sales growth rate is bright.
Industry competition pattern
1. Regional competition: concentrated in South China and East China.
According to China enterprise database, China health care products enterprises are mainly distributed in South China and East China, especially in Guangdong and Shandong. By the end of June, 2022, there were 1875 health care products enterprises in Guangdong and 13 13 in Shandong.
According to the distribution heat map of representative enterprises in health care industry, key enterprises and listed companies are mainly distributed in the coastal areas of South China and East China, among which 8 representative enterprises, including Tomson Bianjian, are located in Guangdong Province, with the largest number.
2. Enterprise competition: Tomson Bianjian's market share is 9.3%, and the industry brand is the first.
Over the past 30 years, health products have grown from scratch in China and become an inseparable part of people's lives. With the improvement of people's consumption level, the promotion of various favorable national policies and the improvement of people's health awareness, China's health care products will usher in a golden age of development. After about 20 years of development, the direct selling industry has become the main representative enterprise of health food.
According to Euromonitor data, in 20021year, the highest proportion of China Tomson Bejian in the health care industry was 9.3%, mainly because Tomson Bejian was in the leading position in the market of vitamins and dietary supplements.
Industry development prospect and trend forecast
1, the health care industry is in a mature stage, and the market is developing steadily and orderly.
Usually every industry has to go through a process of development and evolution from growth to recession, which is called the life cycle of the industry. Generally speaking, the life cycle of an industry can be divided into enlightenment period, growth period, maturity period and decline period. Industries with different life cycles have different characteristics, such as technology maturity, market competition and growth rate.
From the whole life cycle of health care industry, the industry technical standards have been formed, the market competition is fierce but orderly, the focus of competition has shifted from product price to after-sales service, and customers have rich knowledge of health care products. At the same time, the market scale of health care products has been growing continuously, but the growth rate has been lower than 10%. It can be judged that the health care industry in China is now mature, and the industry system is relatively perfect and mature. In the future development, it needs to be adjusted according to the changes of technology and market demand.
2. Health food is still the focus of development, and the market scale is expected to achieve a breakthrough.
In the future, there will be great opportunities in the health food market of all ages and at all market levels in China. With the improvement of the country's per capita GDP, consumers' consumption concept and willingness to consume health food have changed fundamentally, and the consumption attribute of health food will gradually change from optional consumer goods to compulsory consumer goods. According to the data provided by Euromonitor, it is estimated that the health food market in China will reach 232.47 billion yuan in 2022 and 365.438+05.82 billion yuan in 2027.
3. The layout of health care products will develop in a more advanced, diversified and specialized direction.
After years of rapid development, the health food industry in China has gradually grown. Although it still faces many challenges, driven by market demand, technological progress and management renewal, China health care industry has huge development space and good market prospects.
At present, the functions of health food in China are mostly concentrated in the fields of immunomodulation, anti-aging and anti-fatigue, and the future development trend is that the distribution of product functions will gradually diverge and tend to be reasonable. Traditional Chinese medicine health food, elderly health food, occupational health food, insect health food, marine health food and the third generation health food are the future development directions of health food in China. In addition, the development direction of health care products market is as follows:
For more research and analysis on this industry, please refer to the Market Foresight and Investment Planning Analysis Report of China Health Care Industry by Forward-looking Industry Research Institute.