China’s liver health supplement market led by detox and skin brightening needs – JD report
This is according to a new report published by e-commerce firm JD and Nielsen.
Titled “2024 White Paper on China Cross-Border Import Consumption Trends”, the report looks at how purchasing behaviour has changed in the past year.
The total retail scale of nutritional and health foods in China is about RMB$600bn (US$84bn), growing at a rate of 8.2 per cent, said the report.
With a rapidly ageing population, China health foods market is dominated by bone and joint health related needs.
“The elderly population is large, and changes and issues with bones and joints are likely to occur. To maintain quality of life and the ability to live independently, it is crucial to maintain bone health and appropriately supplement necessary nutrients,” said the report.
However, liver health and respiratory health are two emerging categories that were given special mentions.
“Half the categories have outperformed the market for two years, with respiratory and liver health leading growth.”
Market size wise, liver health is larger than the respiratory health category.
Milk thistle extract is a popular ingredient used in the former and quercetin in the latter.
Promoting liver detoxification and metabolism is the top reason for taking liver health products.
This is followed by alleviating fat accumulation arising from dietary habits and improving dull skin and acne.
Relieving hangover and to sober up ranked number five, after alleviating irritability and mood swings.
In this year’s Healthplex Expo held in Shanghai, liver health is also a common theme for many of the exhibitors.
Infinite Future, for instance, has debuted a six-in-one liver health product made with milk thistle, curcumin, green tea extract, L-tartaric acid, taurine, and alpha-lipoic acid (ALA).
Homart, on the other hand, showcased its “Liver Detox” and “Women Liver Protect” launched under its brand Spring Leaf earlier this year.
The sales of milk thistle extract are also growing rapidly. Under the high-potency product categories, the report said that 44 per cent of the sales were contributed by milk thistle extract products.
Fish oil came in second at 23 per cent, while digestive probiotics, coenzyme Q10, and glucosamine / chondroitin each contributed six per cent.
Imports preferred
The report also highlighted China consumers’ preference for imported health supplements and those containing patented ingredients.
“The Chinese nutritional supplements market has grown over 8 per cent since 2020. Cross-border e-commerce outpaces Chinese growth, indicating strong consumer trust in imported brands,” said the report.
The US, Australia, and Germany are the top health foods exporters to China.
Imported products are preferred because they are perceived to have stricter quality control, made using advanced technology, and have higher nutrient content.
Other reasons include the perception that they have a more diverse product range, fewer additives, greater efficacy, and better palatability.
An example of a product said to possess better palatability is Centrum’s Men’s Immune Mini Multivitamin Tablets, as it is smaller and easier to carry and swallow, said the report.
Patented ingredients are also preferred, especially for ingredients like collagen chondroitin, nicotinamide adenine dinucleotide (NAD+), lutein, bilberries, probiotics, and lutein for infants.
An example of patented ingredients is Lonza’s UC-II undenatured collagen used in products such as Move Free and Caltrate.
On the other hand, health supplement usage is highest among consumers between 55 and 64 years old, where approximately 30 per cent take supplements.
The second largest group is consumers above 65 years old, where penetration rate is 23 per cent.
To win over the younger consumers, the report noted that snack-type supplements would be an option. Examples include compressed candy, effervescent tablets, and gummies.
