2025-06-26-尼尔森-解码2025健康消费市场新趋势_28页_15mb

Niels NielsenIQ: Health Consumption Market Trends

Introduction

NielsenIQ, now known as NielsenIQ after a rebranding in 2013 by Advent International, is a global market research firm founded in 1923. It specializes in consumer insights, audit services, and data analysis, with a history of innovation including market share concepts. The company operates in various sectors, including media and consulting, and was part of ACNielsen before its rebranding.

Global Health Consumption Market Trends

The global health economy reached $6.3 trillion in 2023, growing 26% since the pre-pandemic period, and is projected to hit $9 trillion by 2028. Consumer behavior shows a shift towards proactive health engagement, with 70% of global consumers actively participating in health-improving activities. Spending on nutrition, self-care, and mental health averages over $100 monthly for many, reflecting a strong commitment to wellness.

China Market Challenges

China's health and consumables market faces supply-side issues, including excess capacity in stores, brands, and product categories. Industrial growth slowed in 2023-2024, with overproduction leading to market saturation. Despite this, the fast-moving consumer goods (FMCG) industry demonstrates resilience, with steady sales volume and adaptation to economic pressures.

Channel Analysis and Consumer Behavior

FMCG channels are increasingly fragmented, with online platforms like social and content e-commerce growing rapidly, alongside traditional offline stores. Consumers favor a full-channel approach, combining online convenience with in-store purchases. Key drivers include value-seeking (e.g., larger pack sizes for cost savings), product innovation for health and wellness, and experiences that provide emotional satisfaction. Trends highlight functional products, healthy options, and a focus on convenience.

Key Takeaways

• Global health spending is expanding rapidly.
• China faces supply过剩 but shows FMCG resilience.
• Channels are diversifying, with online and physical stores coexisting.
• Consumers prioritize health, value, and innovative products in their purchasing decisions.