National Health Products Market Research Report

Report Name: National Health Products Market Research Report
Location of investigation: National
Survey method: Comprehensive analysis
Survey time: 2000
Investigator: Quark Market Research
Report source: China Business Online
Content of report:
With the continuous improvement of people's living standards in recent years and the increasing awareness of people's health care, the health care products market has evolved from the original single function type to today's diversified health care, and the functions of health care products are endless and diverse. Under the impact of the current trend of green health food and health foodization in the health care products market, it is worthy of attention from manufacturers to explore new development directions.

In this research report, Quark Company describes the characteristics of health care product consumer groups and the overall situation of health care products market through comprehensive research on health products, and provides decision-making reference for future product development of various manufacturers.

At present, health products are on the market, and health products in a broad sense should include: health foods and health care drugs. But what we focus on here is the narrow-cut health care products, that is, health care drugs. We divide the narrow health care products market into four categories: ginseng, calcium supplements, beauty and body conditioning, which are the four main products in the health care market.

Consumption trends of consumers' health products at different ages in a city

Consumer trends in consumer health products of different ages in the second-class cities


Factors that consumers care about when they consume health products



Market environment and forecast

In terms of health care expenditures, since 1995, the annual average per capita health care expenditure for a class of cities and second-class cities has increased by more than 30%.

Regardless of whether it is a city or a second-class city, the proportion of consumption of health care products is very high, reaching more than half of the total, and the proportion of “not purchased or taken” is less than 30%. It can be seen that the consumption of health care products has become more popular, and the awareness of health care has also increased significantly. The market has great potential. According to incomplete statistics, in Shanghai, the consumption of calcium supplement products for women aged 35-55 is nearly 300 million yuan. At the same time, the competition in the health care products market is becoming increasingly fierce.

TV advertising is the main way to recognize health products

Television is the most widely sourced media source of consumer information. TV advertising is characterized by its strong media orientation and intuitiveness, and has become the most acceptable form of media advertising for consumers. For the choice of health care products, the description of the symptoms in TV commercials will guide consumers to choose their own conditions and find a match between their products and consumer needs. At this point, one type of city and the second type of city are the same.

Analysis of consumer behavior characteristics

For the consumer groups taking health care products, we compare the household income, gender ratio, age composition, purchase season and other factors from the consumption capacity, consumption motivation, consumer psychology and seasonality of consumption to the first and second cities. .

Consumption power: The consumption ratio of health products in the first-class cities is better than that in the second-class cities. The proportion of consumption is basically higher than that in the second-class cities. This is related to the current high price of health care products and the health awareness of consumers. Compared with the first- and second-category cities, the proportion of respondents who took the health care products with annual income of less than 18,000 yuan was significantly higher than that of the second-class cities; the proportion of consumers with higher incomes was higher, especially in Shanghai. Household consumption with an annual income of more than 60,000 yuan is as high as 79%.

Motivation for consumption: One type of city “self-administered”, the second-category “gift-to-friends” category 1 and 2 cities “purchased but not taken” consumers are decreasing with age, and “taken but not purchased” The curve is up. The consumer purchase group is mainly concentrated in young people, while the main subjects are mainly concentrated in the middle-aged and elderly groups. It can be seen that the consumption of health care products is mainly for the purpose of “expressing or transmitting feelings”. The age distribution of people who have bought or taken in these two types of cities is relatively average, and consumers in the second-class cities are relatively younger than those in the first-class cities.

From another perspective, we conducted a survey on the consumption routes of health products, and found that there are four main ways to consume health care products: self-taking, giving gifts to relatives and friends, and taking and giving gifts to family members. In addition to “self-taking”, the other three methods are “passing or expressing feelings”, while the first- and second-class cities have some differences. The proportion of cities in one class is very high, while those in the second class are more concerned with emotional connections.

Consumption season: Although the winter season is the peak season, seasonality begins to dilute the winter season. It is a Chinese tradition. Therefore, winter is undoubtedly the peak season for the sale of health care products. This is still very obvious. Summer is the season of taking health care products at least. At the same time, however, most consumers have an indifferent attitude towards the season, especially in the second-category cities, which indicates that the seasonality of health care consumption has begun to fade. At the same time, it is also explained from another aspect that in terms of health care awareness, one type of city is higher than the second type of city.

Consumer psychology: consumers who care about efficacy, price, convenience and taste of health care products are more cautious. The proportion of people in the first and second-class cities who take the instructions according to the instructions reaches 81% and 80% respectively, indicating that the consumption types of health care products are still It is based on drug health care, and the contents of the instructions for such products have a certain guiding effect on consumers.

Whether the efficacy described by the product is correct or not is the most concerned issue for consumers. This group of people is as high as 68%, which reflects the fact that the quality of products in today's health care products market is mixed and the advertising is overstated.

When asked about “satisfaction with the most commonly used health care products”, in addition to efficacy and price, 20% of respondents in one type of city mentioned that it was convenient to take, while 26% of respondents in the second-class cities. Mentioned the taste, 11% mentioned the packaging, and only 9% mentioned the convenience of taking. It can be seen that there are some differences in the consumption of the first- and second-class cities due to the different degrees of urban life rhythm.

Purchase habit analysis

The main locations to buy: supermarkets, self-selected shopping malls and pharmacies. Supermarkets and pharmacies are the main places for consumers to buy health products, and they are also the areas where health products are concentrated. Hospitals are the places where consumers buy at least. This shows that for manufacturers and consumers, the positioning of health products is between food and medicine. In comparison, consumers in the second-tier cities are more inclined to supermarkets, with a ratio of 65% and pharmacies only 20%.

Purchase quantity: Most consumers tend to buy one bottle or one box each time. Most consumers tend to buy one bottle of health care products each time, such as a city of 73%, which is related to the price of health care products and consumers. There is a certain trial psychology related.

Promotion: "Buy one get one free" and "expert consultation"

There are many ways to promote health care products, including “buy one get one free” and “expert consultation”. From the perspective of ratios, “expert consultation” has the strongest incentive for consumers to purchase. The reason may be that consumers in the second-tier cities have relatively weaker health awareness, and that consumers' awareness of health-care products is more focused on health-care drugs, and their efficacy is more dependent on experts' opinions.

Brand status research

We conducted a comparison of consumer awareness on four types of products such as ginseng, calcium supplements, beauty and body conditioning on the market.

After comparison, it is found that the overall popularity of health products in one type of city is higher than that in the second-class cities, which may be related to the large amount of media placed in the city. In addition, the brands of health care products known by respondents in one type of city are significantly more than the brands of the second category. Among the specific brands, the brand awareness of beauty and ginseng is significantly higher than that of the second-class cities. Among the individual brands, the brand awareness of An Li and Wanji has a high reputation in the first and second cities.

In recent years, calcium supplement products have sprung up everywhere. In contrast, we found that giant energy calcium enjoys absolute popularity in the second-class cities. The first reference rate of the respondents reached 13%, and the overall reference rate reached 85%. The same is the red peach K, which is not mentioned in a class of cities, which may be related to the second and third types of cities in the target consumption cluster of the Hongtao K Group.

in conclusion:

Although manufacturers are constantly introducing various types of health care products to meet the multi-level needs of consumers, the advertisements of various products are also overwhelming, but because of the variety of health care products, almost all the people can be covered, making consumer health products As consumption enters maturity, it begins to shift from impulsive buying to rational consumption, and consumer groups have shifted from the previous single type to the plural.

Faced with this situation, manufacturers must carefully analyze the changes in the market in order to gain a share in the fiercely competitive market. Quark researchers remind manufacturers:

1. Because people still have a cautious attitude towards the consumption of health care products, the effect is the most concerned factor for consumers. Therefore, dispelling consumers' concerns about the efficacy of products is a problem that the current health care products industry needs to focus on. At the same time, it is very important to avoid exaggerated publicity, vigorously promote knowledge about health care, and establish a good corporate image in the minds of consumers.

2. In terms of media habits, TV advertising is still the fastest and most popular way for consumers to obtain information, but it is not necessarily the most reliable information channel; “expert consultation” is the most stimulating way to stimulate consumption, indicating that this is the highest consumer trust. The way. The former can increase product visibility, while the latter can improve the reputation of the product. If the manufacturer can organically combine product awareness and reputation, it will win consumers.

3. In terms of sales channels, since the sales of pharmacies and supermarkets are much higher than other channels, attention should be paid to attacking these two channels.

4. Since the development of health products has entered the brand era, good brands can influence consumers' purchasing behavior. The study found that consumers have a high level of awareness of the brands of various health care products. Usually, consumers can mention that there are no fewer than 20 brands of health care products. The competition among similar product brands is also obvious. Because the efficacy between similar health care products is not much different, how to establish their own brand image and find the selling point of products under the premise of ensuring efficacy, this is not only an important way to guide consumers to convert to loyal consumers, but also An important means of occupying a place in an increasingly competitive market.

5. Through comparative analysis of first- and second-category cities, we find that a type of city is better than a second-class city in terms of both consumption power and consumption consciousness. Although the income and consumption expenditure of the second-class cities still have a certain distance from the first-class cities, the quark researchers believe that the second-class markets still have great development potential. Under the current situation that the first-class urban market is relatively saturated, actively striving for the market share of the second- and third-category cities is a good market strategy; and improving the health awareness of the second-class urban consumers is a top priority for the market share of the second-class cities.

Quark market research company

Table 1 and 2 urban consumption of health products


Shanghai Hangzhou
Purchase and use of health care products
Not purchased or taken 27 27
Not purchased but taken 7 5
I have taken it before I bought it. 55 66
Purchased but not taken 11 1
Table 2, the second class of cities on the cognitive pathways of health products

First class city, second class city
Advertising form proportion
TV commercial 79 80
Newspaper advertisement 8 5
Advertising leaflet for pharmacy mall 4 2
Introducing friends and family 4 2
Doctor introduction 2 2
Radio advertisement 1 2
Car advertising 1 2
Street light box advertisement 1 1




Table 3: Consumption of health products by households in different years in Shanghai

Family annual income 11999 yuan or less 12000-17999 yuan 18000-24999 yuan 25000-39999 yuan 40000-59999 yuan more than 60000 yuan average
42% 52% 51% 53% 52% 79% 52%
None 58% 48% 49% 47% 48% 21% 48% Table 4: Consumption of health products in different households in Hangzhou in different years

Family annual income below 11999 yuan 12000-17999 yuan 18000-23999 yuan 24000-29999 yuan 30000-35999 yuan more than 36,000 yuan average
34% 43% 35% 44% 17% 40% 39%
66% 57% 65% 56% 83% 60% 61%

Table 5, the second category of urban consumer health care products of different ages

One type of city Age 30-39 40-49 50-59 60-64
Purchase or use percentage 77% 74% 69% 66%
Second-class city Age 25-30 31-35 36-40 41-45 46-50
Purchase or use percentage 78% 73% 62% 63% 42%