At present, there are "three nos" in China's nutritional health food consumption market: dare not buy, won't buy, and can't buy. These three phenomena hinder the healthy development of China's health food market. During the 74th National Drug Fair held recently and the 2015 China Nutrition and Health Food Market Annual Conference held concurrently, Liang Xiaoqing, director of the Health Products Working Committee of the China Health Care Association, released the 2016 China Nutrition and Health Food Consumption Trend Report.

Trend 1: Health food consumption accelerates to return to rationality

The new version of the "Food Safety Law" focuses on the management of raw materials, which is conducive to eliminating the chaos of illegal production, illegal supervision, illegal addition and illegal promotion of health food, and is also conducive to consumer choice. The new "Advertising Law" makes mass communication and other publicity more standardized, which is conducive to scientific publicity for consumers. The development of informatization and the diversification of channels have also broken the asymmetry. In addition, large enterprises have also joined the camp to promote ideal consumption, so that consumers' consumption gradually returns to rationality.

Trend 2: Consumers are chasing customized product portfolios

With the accumulation of nutrition and health care knowledge of netizens, the demand for precision health care products has increased, and leading companies have gradually introduced personalized customized service solutions. The emerging health assessment technologies, such as gene sequencing, biological fluids, and measurement of intestinal flora, provide support for customized solutions.

Trend 3: There is a gap in high-end "three excellent" maternity and baby products

After the "two-child" policy was released, the people born in the 1970s were the most eager to have a "second child". It is reported that nearly 60% of families with an annual income of more than 200,000 expressed their willingness to have a second child. Most consumers hope to achieve "pregnancy, prenatal and postnatal care", but at present, there is still a lack of technical support in scientific and technological research and development, and there is no relevant "second-child" product response from all walks of life.

Trend 4: "Cross-border purchase" has become the first choice for buyers born in the 1980s

Since cross-border purchases of nutritional health care products have more variety and price advantages, consumers prefer cross-border purchases, so consumers who buy health care products in brick-and-mortar pharmacies are gradually decreasing. Consumers use offline pharmacies to learn about high-quality overseas health care products and purchase online through cross-border e-commerce. This O2O experience model will continue to expand. In 2016, cross-border online shopping will continue to increase the diversion of pharmacy customers.

Trend 5: Demand for Chinese herbal health foods picks up

In my country, consumers over the age of 40 recognize the traditional Chinese medicine health culture, and the recognition rate is as high as 89%. Leading companies have also developed Chinese herbal medicine health food, and Tu Youyou's Nobel Prize in Medicine has also inspired the enthusiasm of the whole people.

Trend 6: Secondary ignition of rural health care product consumption

The rural population has a huge demand for health care, but there has been a lack of information and product channels, and the advantages of the Internet (mobile terminal) and "third terminal" reaching the door can be well solved. Whether it is Suning or JD.com, or the “Healthy Dream Mall (JKM.com.cn)” which is being actively deployed by Health Dream (Beijing) E-Commerce Co., Ltd., they are all actively participating in the construction of the supply and demand system of rural health products. At the same time, it is trying to bring pure natural health products from rural areas to the whole of China through the platform.

Trend 7: The growth rate of sports nutrition consumption is accelerating

Sports enthusiasts are health-conscious and have purchasing power, and are a typical consumer group of health care products. The field of sports nutrition in my country is also the fastest growing sub-sector of the health care products industry. However, my country's sports health product market has not been effectively developed. It needs to rely on first-in-enterprise enterprises to promote the sports nutrition market to start, and then through online and offline multi-channel marketing interaction to boost the consumption of nutritional and health food for sports people.