在开始之前你需要知道的5件事:

 

  • 在产品发布和市场策略方面需要专业的指导
  • Develop sharp brand positioning among target consumers
  • Consider expanding categories with a focus on immune function
  • 在格式和使用场景上要有创意
  • 抓住电子商务不断增长的潜力，尤其是在中国市场
营养的增加 & 亚太地区的健康产业

由于各种因素，包括大流行, 人口老龄化, 压力重重的工作生活, accelerating urbanization and increasing disposable income, 亚太地区的消费者越来越追求更健康的生活方式和饮食习惯. They prefer to choose healthier and organic food ingredients, as well as enhance immune system and body functions through food supplements and functional food & 饮料.

2021年，亚太地区占全球营养市场的36% & 相比之下，欧洲和北美的比例分别为20%和31%. 中国 and 日本, the two largest markets in APAC, represent 47% and 21% of the region in 2021. 预计这两个国家仍将是亚太地区市场的主要推动力.

对产品注册、成分和营销措辞的严格要求

不同于其他日常消费品，营养品的销售和推广 & 保健产品受到严格的地区特定法规的约束. 例如, 在中国大陆, “Blue Hat” certification from National Medical Products Administration (NMPA) is a must for food supplements to sell offline and domestically online (i.e. 非跨境)以及要求特定健康福利. 在日本, Consumer Affairs Agency will review the efficacy and safety of health products before going on shelf. There is a designated range of specific content in the nutrition and food supplement product when importing in Korea, 否则该产品只能作为一般食品进口分销. 此外, most markets in APAC region also require food supplements to be advertised as a non-drug substitute. Swedish brands should be aware of these strict regulations and be careful in using appropriate product launching and marketing tactics.

消费趋势转变

消费者倾向于选择更健康的食材

The pandemic has aroused increasing focus on balanced diet, e.g. 有机水果和蔬菜. 亚太地区有机食品和饮料的消费量已达到6%.到2021年，这一数字将从9亿美元上升至4亿美元.自2016年以来占全球市场规模的5%至11%. 除此之外, 消费者倾向于追求含有更健康成分的食品, 例如, 低糖, 低油和蔬菜为主. Some Swedish brands have already been following this trend. Oatly将亚太地区作为植物性乳制品的最大市场. It entered 中国 since 2018 and has already opened over 4700 locations via branding with coffee shops. NICK’S no-sugar-added ice-cream has been marketing towards healthy ingredients and provides consumers an option of no-guilty snacks. Swedish brands should consider positioning their brands to reflect healthy a lifestyle and focus on educating local consumers of the health benefits of their products.

Enhancing immune system as the main demand for food supplements

The pandemic and public health policies have shifted the focus from disease treatment to precautionary measures, which in turn has driven consumers’ demand for nutrition & 保健产品和补品. Immunity-boosting product has become one of the most popular categories among APAC consumers. 在JD 's期间.中国18大购物节，营养下的免疫增强产品销售 & health category increased 42 times from the previous year. 在韩国, 2020年，红参产品在健康品类中占据了最大的销售份额. 此外，亚太地区的每个市场都有自己的医疗保健需求. 例如, 在中国大陆, products that help sleeping and enhance sports performance are more popular among consumers. Swedish brands could capture a larger share of the growing market by expanding product variety and marketing efforts with a focus on immune-oriented products.

Functional nutrition food and 饮料 in snack format in order to create more use scenarios

现在, consumers are fond of taking in nutrition in increasing occasions in order to reduce health problem as much as possible under hectic lifestyle. 结果是, there have been increasing number of functional nutrition products in innovative format especially attracting attention from the younger generations. 例如, 耐洛益生菌软糖, GABA助眠巧克力来自日本, and Blueglass hyaluronic acid candy coming from 中国. AstaReal, a traditional Swedish astaxanthin food supplement brand, 进入亚太市场后也加大了创新力度. 通过推出软糖产品, 与服用胶囊相比，AstaReal创造了更愉快的体验. 对于那些可能已经引领斯堪的纳维亚市场的PG电子官方免费下载品牌来说, 进入亚太地区的关键是要有创意, developing a more daily and casual use scenarios.

线下仍然是主要的销售渠道

The offline channel remains the dominant channel for nutrition & 亚太地区的健康产业, accounting over 80% of total. The prevailing and traditional channels include department store, 超市, 线下药店, 便利店. This can partially be explained by local preferences, 比如在日本, multitude of 超市 便利店 are 24hr available which enables the accessibility, 在韩国, consumers prefer to have a clear understanding about product through introductions from the offline stores.

Although the online channel still accounts for a minority of the total sales for nutrition & 在亚太地区，健康食品的在线销售呈现出巨大的发展潜力. The CAGR of online sales of the category in APAC is estimated to be 8% from 2021 to 2025. 一些新兴的电子商务平台也在快速增长. 特别是, 中国 has the most potential to grow due to local consumer behavior and well-developed digital ecosystem with e-commerce platform such as Tmall, JD, 和苏宁. There has been a trend that an increasing number of foreign consumer goods flock to ecommerce in 中国 in order to initiate presence. Swedish brands are encouraged to explore region-specific market potentials of ecommerce with a focus on Mainland 中国.