This article comes from the WeChat public account: DT Finance (ID: DTcaijing) , author: DT Jun bad teeth, FIG head source: IC photo

“When did you first realize that health is the most important thing?”

“Because when you stay up late and lose your hair, when you are sick and spend a lot of money, when Baidu searches for your symptoms, every time you wait for the test report …”

A netizen “Qiao Run Fei Yang” wrote a share in Zhihu, which resonated with many young people. With the improvement of living standards and the gradual satisfaction of material needs, these sub-health moments have become an accessory to the fast-paced lifestyle of modern people.

In the past, young people were also used to self-consolation in the punk regimen of “holding a thermos to work overtime” and “staying up late to apply mask”. But after experiencing public health events like the epidemic, general health has become a basic need for people.

After a meal, before going to bed, swallowing 5, 6 small colored pills or drinking a full cup of granules has become a new way of life for young people. According to the “Analysis Report on Network Attention of the Health Products Industry in 2019”, the post-90s generation has already accounted for a quarter of the population of health products consumers.

In the survey on health products initiated by DT Finance, nearly 60% of the respondents expressed their recognition of health products, and about 48% of the respondents were using health products. However, nearly half of the respondents believe that imported health products will be more effective, and only 6.4% will prefer domestic health products.

What health care products are young consumers buying? Why do they prefer imported health products? What problems and opportunities exist in the domestic health products market? We will analyze this huge market based on direct consumption data and the demands of young people.

Exploring the consumer market for health products: What health products do consumers buy?

Despite controversy over health foods, the domestic health products market is still expanding rapidly. rootAccording to data from AiMedia, the market size of health care products was about 99.3 billion yuan in 2013. By 2019, this number reached 222.7 billion yuan.

In the process of market development, the health care product industry has gradually moved from being a mixed fish to a standardized one. According to the 2016 “Administrative Measures for Registration and Filing of Health Food”, health products can be divided into five categories: dietary supplements, nourishment, children’s health products, sports nutrition and weight management.

Here we select the top 1000 products sold by Tmall under the two categories of nourishing health and nutritional supplements as a reference to study consumer preferences for health products.

First of all, from the description of the product, the most frequent keyword in the nourishing health products is “tea”. Tea health products such as health tea, wolfberry tea, Qinggan Mingmu tea, etc. are most widely accepted by the public due to their convenient consumption and popular concepts. Secondly, products such as “wild”, “medlar”, “honey”, “Chinese medicinal materials”, “ejiao”, and “bird’s nest” focus on raw materials.

In the description of nutritional supplement products, the best-selling products often vigorously highlight the concepts of “vitamin”, “VC”, “import”, “middle-aged” and “immunity”.

From the perspective of unit price, we find that high efficiency and low price are still the main demands of the market for health care products. But consumers who prefer nutritional supplements have relatively high tolerance for product prices.

The data shows that the current price of over 80% of the best-selling supplements is less than 100 yuan, but the price of the best-selling nutritional supplements is more than half. More than 100 yuan.

These data actually reflect the result that consumers nowadays choose health products online with a relatively strong purpose, and they are more willing to pay for simple, direct promotional effects. In DT Finance ’s survey on health products, about 40% of users chose the options of “enhancing immunity” and “preventing disease” under the question of “reasons for purchasing health products”.

When consumers come with a clear goal, health supplements in the form of food supplements can often give clear instructions on efficacy.

However, the tonic health products, which are mostly domestic brands, are trapped in a large and complex Chinese medicine system, and it is difficult to point out the health effects in the product description in a pinch and suffer some losses. And because the effect direction is not clear, consumers are naturally reluctant to pay a higher premium.

What is immunity in the end, can it be improved by supplements?

In the past, we often saw some health products under the banner of enhancing the immunity of middle-aged and old people, but now there is a strong demand among young people to remove disease threats and protect health.

After the outbreak, the word “immunity” appeared more frequently in the public’s field of vision.

Immunity refers to the fighting power of the human immune system. The simple function of the immune system is to help the body eliminate most of the pathogens that invade the body through self-regulation. However, the regulation mechanism of the immune system is actually very complicated. It is necessary to mobilize various organs, tissues, cells and molecules that perform immune functions. Through a fine and huge barrier, the “alien substances” are identified and removed to maintain human health. .

, Author: bad teeth DT Jun