This Euromonitor market report provides market trend and market growth analysis of the Consumer Health industry in China. With this market report, you' ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Consumer Health in China market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Consumer Health in China?
What are the major brands in China?
What are the main trends in OTC Healthcare?

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EXECUTIVE SUMMARY

Recovering economy contributed to consumer health market growth

China' s macro economy enjoyed a strong recovery in 2010, with GDP growth expected to exceed 10% in current value terms. The consumer health market also received a boost from returning confidence among both consumers and manufacturers. The market for vitamins and dietary supplements, in particular, whose performance is more closely correlated with the economic situation, showed a significant increase in its growth rate in 2010, compared with its poor performance in 2009.

National health care reform brought uncertainty to the industry

2010 was the second year of China' s national health care reform, started in early 2009. One of the major aims of the reform is to reduce the overall cost of medicine for Chinese consumers in both the short term and long term. Hence, controlling the retail selling prices of OTC products and reducing the mark-up between different distributors and retailers are the major methods to realise this goal in the short term. However, due to the lack of detailed regulations as well as different policies in different regions of the country, it is still not clear what the policy' s long-term impact will be for the industry.

Direct selling companies consolidate their leading position

Direct selling companies achieved relatively robust growth during 2010, with the rapid growth of vitamins and dietary supplements. Leading companies such as Amway (China) Co Ltd, Infinitus (China) Co Ltd and Perfect (China) Co Ltd, all gained higher market share in 2010. In contrast to the OTC market which is dominated more by the government' s policies, the performance of vitamins and dietary supplements is more closely determined by economic factors such as consumer confidence, personal disposable income and standard of living. Hence, direct selling companies which are specialised in vitamins and dietary supplements benefited from the increased demand from the local market during 2010.

Non-store retailing indicated faster growth

Compared with traditional retail channels such as supermarkets and hypermarkets which faced pressures from the rising costs of labour, logistics and rent, non-store-based retailing channels such as direct selling and internet retailing indicated a more dynamic increase in 2010. The outstanding performance of direct selling companies contributed to the sustained growth of direct selling, while the explosive growth in internet retailing in 2010 also prompted more companies to enter this market. With the increased number of young consumers willing to accept new concepts in this market, the development of non-store-based retailing is expected to grow continuously over the forecast period.

Healthy growth is expected to continue during the forecast period

China' s consumer health market is predicted to experience relatively healthy growth during the forecast period, not only because of the improved economic situation in the country, but also due to better health-consciousness among local consumers. Many new concepts of health and wellness such as herbal/traditional products, organic products as well as natural green products are already quite familiar to local consumers, after many years of consumer education by leading companies. New product development and innovation are still regarded as the major driving factors for the industry' s long-term development.

Consumer Health in China - Industry Overview

EXECUTIVE SUMMARY

Recovering economy contributed to consumer health market growth
National health care reform brought uncertainty to the industry
Direct selling companies consolidate their leading position
Non-store retailing indicated faster growth
Healthy growth is expected to continue during the forecast period

KEY TRENDS AND DEVELOPMENTS

Economic development contributed to the market recovery
Concentration and centralisation continued to be the industry' s main focus
Ageing population stimulates growth in related categories
Improving awareness of natural and herbal concepts in the market
National health care reform expected to have long-term impact on the industry

TERRITORY KEY TRENDS AND DEVELOPMENTS

East China
Mid China
North and Northeast China
Northwest China
South China
Southwest China

MARKET INDICATORS

Table 1. Consumer Expenditure on Health Goods and Medical Services 2005-2010
Table 2. Life Expectancy at Birth 2005-2010

MARKET DATA

Table 3. Sales of Consumer Health by Category: Value 2005-2010
Table 4. Sales of Consumer Health by Category: % Value Growth 2005-2010
Table 5. Sales of Consumer Health by Region: Value 2005-2010
Table 6. Sales of Consumer Health by Region: % Value Growth 2005-2010
Table 7. Consumer Health Company Shares by Value 2006-2010
Table 8. Consumer Health Brand Shares by Value 2007-2010
Table 9. Sales of Consumer Health by Distribution Format: % Analysis 2005-2010
Table 10. Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
Table 11. Forecast Sales of Consumer Health by Category: Value 2010-2015
Table 12. Forecast Sales of Consumer Health by Category: % Value Growth 2010-2015
Table 13. Forecast Sales of Consumer Health by Region: Value 2010-2015
Table 14. Forecast Sales of Consumer Health by Region: % Value Growth 2010-2015

APPENDIX

OTC Registration and Classification
Vitamins and Dietary Supplements Registration and Classification
Self-medication/Self-care and Preventative Medicine
Generics
Switches

DEFINITIONS

Summary 1. Research Sources

Consumer Health in China - Company Profiles

Amway (China) Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
- Summary 3. Amway (China) Co Ltd: Competitive Position 2010

CR Sanjiu Medical & Pharmaceutical Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 6. CR Sanjiu Medical & Pharmaceutical Co Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 7. CR Sanjiu Medical & Pharmaceutical Co Ltd: Competitive Position 2010
Infinitus (China) Co Ltd - Consumer Health - China
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 9. Infinitus (China) Co Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 10. Infinitus (China) Co Ltd: Competitive Position 2010

Jiangzhong Pharmaceutical Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
- Summary 13. Jiangzhong Pharmaceutical Co Ltd: Competitive Position 2010

Perfect (China) Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
- Summary 15. Perfect (China) Co Ltd: Competitive Position 2010

Shandong Dong-E E-Jiao Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 18. Shandong Dong-E E-Jiao Co Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 19. Shandong Dong-E E-Jiao Co Ltd: Competitive Position 2010

Stone Group Holdings Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 22. Stone Group Holdings Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 23. Stone Group Holdings Ltd: Competitive Position 2010

Tibet Cheezheng Tibetan Medicine Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 26. Tibet Cheezheng Tibetan Medicine Co Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 27. Tibet Cheezheng Tibetan Medicine Co Ltd: Competitive Position 2010
Xian Janssen Pharmaceutical Ltd - Consumer Health - China
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
- Summary 29. Xian Janssen Pharmaceutical Ltd: Competitive Position 2010

Yunnan Baiyao Group Co Ltd - Consumer Health - China

STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
- Summary 32. Yunnan Baiyao Group Co Ltd: Production Statistics 2010
COMPETITIVE POSITIONING
- Summary 33. Yunnan Baiyao Group Co Ltd: Competitive Position 2010

Adult Mouth Care in China - Category Analysis

HEADLINES

TRENDS

There are potential threats from other markets, such as oral care in the beauty and personal care market. For example, Chinese consumers are more likely to choose oral care products, such as mouthwashes/dental rinses, to prevent oral ailments, instead of dealing with oral problems when they occur. Oral care products are easier to purchase and to use, thus are highly welcomed by Chinese consumers.

CATEGORY DATA

Table 15. Sales of Adult Mouth Care: Value 2005-2010
Table 16. Sales of Adult Mouth Care: % Value Growth 2005-2010
Table 17. Adult Mouth Care Company Shares by Value 2006-2010
Table 18. Adult Mouth Care Brand Shares by Value 2007-2010
Table 19. Forecast Sales of Adult Mouth Care: Value 2010-2015
Table 20. Forecast Sales of Adult Mouth Care: % Value Growth 2010-2015

Analgesics in China - Category Analysis

HEADLINES

TRENDS

In line with the stable performance of China' s OTC market, analgesics also demonstrated stable growth during 2010, with current value growth of just over 9% and total sales of RMB5.1 billion by the end of the year. Improved awareness of self-medication and rapid expansion of retail channels such as chained chemists/pharmacies were the major reasons for the sustained growth of the market during the review period. In contrast to more severe ailments, people in China are quite accustomed to purchasing standard systemic analgesics or topical analgesics/anaesthetic directly from chemists/pharmacies, largely due to convenience and accessibility.

SWITCHES

COMPETITIVE LANDSCAPE

GlaxoSmithKline (Tianjin) Pharm Co Ltd continued to consolidate its leading position in analgesics in 2010. The company' s top-selling product, Fenbid, maintained its steady increase during the review period, due to its successful marketing activities which helped to build Fenbid into one of the most famous analgesic products in China. Similarly, the company has been very active establishing its distribution network across the country, which is regarded as another reason for its outstanding performance in China.

PROSPECTS

With the steady increase in the population of older Chinese people as well as the improvement in awareness of self-medication over the forecast period, the market for analgesics is expected to post a CAGR of almost 8% in constant value terms over 2010-2015. Sales are expected to reach RMB7.4 billion by the end of 2015 and per capita expenditure on analgesic products is expected to increase from RMB3.8 in 2010 to RMB5.4 in 2015.

CATEGORY DATA

Table 21. Sales of Analgesics by Category: Value 2005-2010
Table 22. Sales of Analgesics by Category: % Value Growth 2005-2010
Table 23. Topical Analgesics/Anaesthetic by Format: % Value Breakdown 2005-2010
Table 24. Analgesics Company Shares by Value 2006-2010
Table 25. Analgesics Brand Shares by Value 2007-2010
Table 26. Forecast Sales of Analgesics by Category: Value 2010-2015
Table 27. Forecast Sales of Analgesics by Category: % Value Growth 2010-2015

Calming and Sleeping in China - Category Analysis

HEADLINES

TRENDS

The market for calming and sleeping products experienced moderate growth during 2010, with year-on-year growth of just over 7%. The rising number of elderly people in China has driven demand for these kinds of products. However, since many health food products also claim to provide similar functions to calming and sleeping products in China, the OTC market for such products has come under considerable pressure and therefore registered only moderate growth during the review period.

SWITCHES

COMPETITIVE LANDSCAPE

Jilin Aodong Pharm Group Co Ltd continued to be the number one player in calming and sleeping, with a market share of over 50% in 2010. The company' s core brand, An Shen Bu Nao Ye, continued its stable growth in 2010 and realised total sales of RMB193 million. As a brand with more than 20 years' history, An Shen Bu Nao Ye is well known among Chinese consumers, after many years' continuous efforts by the company in terms of TV advertising.

PROSPECTS

The market for calming and sleeping is expected to experience moderate growth during the forecast period, with a CAGR of 6% in constant value terms over 2010-2015. Herbal/traditional products will continue to account for the bulk of the market, due to local consumer preferences. The ageing population of China is regarded to be the most important driving force of the market in the following years.

CATEGORY DATA

Table 28. Sales of Calming and Sleeping: Value 2005-2010
Table 29. Sales of Calming and Sleeping: % Value Growth 2005-2010
Table 30. Calming and Sleeping Company Shares by Value 2006-2010
Table 31. Calming and Sleeping Brand Shares by Value 2007-2010
Table 32. Forecast Sales of Calming and Sleeping: Value 2010-2015
Table 33. Forecast Sales of Calming and Sleeping: % Value Growth 2010-2015

Cough, Cold and Allergy (Hay Fever) Remedies in China - Category Analysis

HEADLINES

TRENDS

Sales of cough, cold and allergy remedies (CCA) increased by 10% in current value terms in 2010 in China. As one of the largest categories in the OTC market, Cough, cold and allergy remedies products are regarded as one of the most familiar and popular remedies for Chinese consumers, after many years' successful consumer education. Compared with the quicker growth of sales in 2009, performance in 2010 was a return to more normal levels.

SWITCHES

COMPETITIVE LANDSCAPE

CR Sanjiu Medical & Pharmaceutical Co Ltd led cough, cold and allergy remedies in 2010, due to the strong performance of its core product, 999 Gan Mao Ling. Benefiting from the boom in traditional/herbal CCA products during the review period, the company' s top-selling brand, 999 Gan Mao Ling, experienced robust growth. Successful TV advertising described the product as offering a combined effect of herbal/traditional products and standard products. By the end of 2010, the brand' s overall retail sales value had almost reached RMB1 billion, reflecting a market share of almost 8%.

PROSPECTS

The market for cough, cold and allergy remedies is expected to maintain stable growth over the forecast period. Sales are expected to post a CAGR of over 7% in constant value terms over 2010-2015. As with several other categories in the OTC market, demand for CCA products is quite stable, and tends to rise in line with population growth.The average growth of the market will continued to be stable, mainly due to the sustainable increased demand in the following years.

CATEGORY DATA

Table 34. Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010
Table 35. Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010
Table 36. Sales of Decongestants by Category: Value 2005-2010
Table 37. Sales of Decongestants by Category: % Value Growth 2005-2010
Table 38. Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2005-2010
Table 39. Sales of Child-specific Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2005-2010
Table 40. Cough, Cold and Allergy (Hay Fever) Remedies Company Shares by Value 2006-2010
Table 41. Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares by Value 2007-2010
Table 42. Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2010-2015
Table 43. Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2010-2015

Digestive Remedies in China - Category Analysis

HEADLINES

TRENDS

The market for digestive remedies continued to enjoy stable growth in 2010, in line with the gradual increase in demand for these kinds of remedies in China. Sales reached RMB4.8 billion by the end of 2010, and accounted for some 14% of the total OTC market. As one of the key categories in the OTC market in China, digestive remedies are regarded as some of the most familiar OTC products among local consumers.

SWITCHES

COMPETITIVE LANDSCAPE

Jilin Xiuzheng Pharmaceutical Co Ltd continued to be the leading company in digestive remedies, accounting for over 16% of value sales in 2010. As a leading domestic OTC company, it has several well-known brands such as Si Da Shu, Wei Da Ning and Xiao Mi Shuan across many categories of the OTC market. Among these brands, its flagship brand, Si Da Shu, was the number one brand in digestive remedies in China, after several years' efforts by the company through marketing activities.

PROSPECTS

The market for digestive remedies in China is expected to continue its stable growth over the forecast period. Sales are expected to post a CAGR of over 7% in constant value terms over 2010-2015, to reach over RMB6.8 billion by 2015. As a relatively mature category in the OTC market, prospects for digestive remedies are fairly moderate over the forecast period.

CATEGORY DATA

Table 44. Sales of Digestive Remedies by Category: Value 2005-2010
Table 45. Sales of Digestive Remedies by Category: % Value Growth 2005-2010
Table 46. Digestive Remedies Company Shares by Value 2006-2010
Table 47. Digestive Remedies Brand Shares by Value 2007-2010
Table 48. Forecast Sales of Digestive Remedies by Category: Value 2010-2015
Table 49. Forecast Sales of Digestive Remedies by Category: % Value Growth 2010-2015

Emergency Contraception in China - Category Analysis

HEADLINES

TRENDS

The emergency contraception market in 2010 enjoyed 9% current value growth, higher than the 7% growth in 2009. Although a scandal concerning the side effects of levonorgestrel including extrauterine pregnancy, which involved Yuting, created some panic at the beginning of 2010, it did not affect the growth trend due to the growing demand for emergency contraception.

COMPETITIVE LANDSCAPE

In emergency contraception, the competitive landscape remains largely unchanged in terms of the leading companies. Domestic brands continued to dominate the market over the review period, with the top three brands all domestic ones.

PROSPECTS

Emergency contraception is expected to continue its healthy growth, with a CAGR of 6% in constant value terms over the forecast period, to reach sales of almost RMB1.6 billion in 2015. The upward growth trend is supported by fast-growing demand, with the main stimulus being the increasing rate of pre-marital sex in China.

CATEGORY DATA

Table 50. Sales of Emergency Contraception: Value 2005-2010
Table 51. Sales of Emergency Contraception: % Value Growth 2005-2010
Table 52. Emergency Contraception Company Shares by Value 2006-2010
Table 53. Emergency Contraception Brand Shares by Value 2007-2010
Table 54. Forecast Sales of Emergency Contraception: Value 2010-2015
Table 55. Forecast Sales of Emergency Contraception: % Value Growth 2010-2015

Eye Care in China - Category Analysis

HEADLINES

TRENDS

Dry eye drops continued to dominate standard eye care, with over 55% of value sales in 2010. Red eye drops continued to rank second, with just over 25% of value sales in 2010.

CATEGORY DATA

Table 56. Sales of Eye Care by Category: Value 2005-2010
Table 57. Sales of Eye Care by Category: % Value Growth 2005-2010
Table 58. Standard Eye Care by Type: % Value Breakdown 2007-2010
Table 59. Eye Care Company Shares by Value 2006-2010
Table 60. Eye Care Brand Shares by Value 2007-2010
Table 61. Forecast Sales of Eye Care by Category: Value 2010-2015
Table 62. Forecast Sales of Eye Care by Category: % Value Growth 2010-2015

Herbal/Traditional Products in China - Category Analysis

HEADLINES

TRENDS

Herbal/traditional products posted robust growth during the review period. On the one hand, the sustained growth of the overall consumer health market in the past few years underpinned demand for herbal/traditional products. On the other hand, there were a number of issues regarding side effects associated with certain chemical products such as Johnson & Johnson' s recall issue with Tylenol in 2010, which, to some extent contributed to the demand for herbal/traditional products, since most Chinese consumers believe that herbal/traditional products cause less harm to the body in the short and long term. As a result, growth of herbal/traditional products in 2010 reached 10% which was slightly higher than the average for the wider consumer health industry which realised 9% growth in 2010.

COMPETITIVE LANDSCAPE

Infinitus (China) Co Ltd ranked first in herbal/traditional products in 2010, with a market share of just over 7%. As a leading direct selling company, the company mainly focused on herbal/traditional products across its product portfolio as its core strategy, which was in line with the market trend towards herbal products in China in recent years. As a result, the company experienced rapid expansion and consolidated its company image among local consumers during the review period.

PROSPECTS

Healthy and sustained growth of herbal/traditional products is expected over the forecast period, with a constant value CAGR of almost 7% over 2010-2015. The preference among Chinese consumers for herbal/traditional products and the entry of a greater number of players will be the major driving forces behind long-term growth for this category.

CATEGORY DATA

Table 63. Sales of Herbal/Traditional Products: Value 2005-2010
Table 64. Sales of Herbal/Traditional Products: % Value Growth 2005-2010
Table 65. Herbal/Traditional Products Company Shares 2006-2010
Table 66. Herbal/Traditional Products Brand Shares 2007-2010
Table 67. Forecast Sales of Herbal/Traditional Products: Value 2010-2015
Table 68. Forecast Sales of Herbal/Traditional Products: % Value Growth 2010-2015

Medicated Skin Care in China - Category Analysis

HEADLINES

TRENDS

Medicated skin care is one of the most important categories in China' s OTC market, accounting for 21% of total OTC market size. Sales of medicated skin care in 2010 reached RMB7.3 billion, following 10% growth over 2009. The gradual deterioration of the physical environment in both urban and rural areas in China, to some extent has resulted in more people suffering from skin-related diseases in recent years, which drove sustained market growth during the review period.

SWITCHES

COMPETITIVE LANDSCAPE

Xian Janssen Pharmaceutical Ltd continued to be the leading company in medicated skin care in 2010, with a value share of almost 18%, more than three times the share of the second-ranked player. The company' s core brands, Daktarin, Pevisone and Triatop, all realised stable and sustained growth during the review period and maintained the company' s leading position in the market. Good brand awareness built by many years' efforts in terms of TV advertising and an extensive distribution network established by decades' expansion across the country are regarded as the most important factors for its success in the market.

PROSPECTS

Sales of medicated skin care will continue to register stable growth over the forecast period, in line with the growing population as well as improved awareness of self-medication. Sales are expected to reach RMB10.7 billion in 2015 following a CAGR of 8% in constant value terms from 2010 to 2015.

CATEGORY DATA

Table 69. Sales of Medicated Skin Care by Category: Value 2005-2010
Table 70. Sales of Medicated Skin Care by Category: % Value Growth 2005-2010
Table 71. Acne Treatments by Format: % Value Breakdown 2005-2010
Table 72. Medicated Skin Care Company Shares by Value 2006-2010
Table 73. Medicated Skin Care Brand Shares by Value 2007-2010
Table 74. Acne Treatments Brand Shares by Value 2007-2010
Table 75. Hair Loss Treatments Brand Shares by Value 2007-2010
Table 76. Forecast Sales of Medicated Skin Care by Category: Value 2010-2015
Table 77. Forecast Sales of Medicated Skin Care by Category: % Value Growth 2010-2015

NRT Smoking Cessation Aids in China - Category Analysis

HEADLINES

TRENDS

As the country with the largest population of smokers, China was estimated to have more than 248 million smokers in 2010 and this number is expected to increase in the following years. Due to the long history of smoking and the government' s conservative attitude towards banning smoking, demand for products that help smokers to quit was particularly weak in China compared to many Western countries. Indeed, smoking with friends or sending cigarette products as gifts are key elements of social networking in China, which, to a large extent restricts the growth of NRT smoking cessation aids in the market.

SWITCHES

COMPETITIVE LANDSCAPE

Limited brands were to be found in NRT smoking cessation aids, such as Nicorette gum and patches by Shanghai Johnson & Johnson. However, although the company appeared to pay considerable attention to promoting this brand, its overall performance was not as good as the company expected in 2010, due to a relatively high selling price and limited channel penetration.

PROSPECTS

As the tobacco industry contributes considerable tax revenue to the treasury, amounting to over RMB530 billion in 2009, the Chinese government is unlikely to take a strong anti-smoking stance over the forecast period. Hence, the smoking population of the country is expected to remain at a high level over the forecast period.

Sports Nutrition in China - Category Analysis

HEADLINES

TRENDS

Sports nutrition sales in China experienced healthy growth of almost 18% in current value terms in 2010, slightly higher than the 16% in 2009.

COMPETITIVE LANDSCAPE

Sports nutrition was once dominated by imported brands such as Prolab and Champion. However, in recent years, domestic brands have come to lead the market, and in 2010 the two well-known brands Competitor (Beijing Competitor Sports Technology Joint Stock Co Ltd) and UN (Shenzhen UN Sports Nutrition Co Ltd) claimed almost 59% of value sales.

PROSPECTS

The outlook for sports nutrition is very positive over the forecast period, with a constant value CAGR in excess of 10% over 2010-2015. However, given its relatively niche market base, sales are expected to reach only RMB365 million by 2015.

CATEGORY DATA

Table 78. Sales of Sports Nutrition: Value 2005-2010
Table 79. Sales of Sports Nutrition: % Value Growth 2005-2010
Table 80. Sports Nutrition By Format: % Value Breakdown 2007-2010
Table 81. Sports Nutrition Company Shares 2006-2010
Table 82. Sports Nutrition Brand Shares 2007-2010
Table 83. Forecast Sales of Sports Nutrition: Value 2010-2015
Table 84. Forecast Sales of Sports Nutrition: % Value Growth 2010-2015
Summary 34. Sports Nutrition, Category Rankings

Vitamins and Dietary Supplements in China - Category Analysis

HEADLINES

TRENDS

With economic recovery and growing consumer awareness about healthcare products, accompanied by the growing ageing population and increasing number of consumers suffering health problems, the vitamins and dietary supplements market enjoyed stronger value growth in 2010, with 9% somewhat higher than the 6% in 2009. Another factor that may have contributed to this growth was the medical reform by the government, which squeezed profit margins on medicines in some retailing channels such as chemists/pharmacies, and made them more willing to sell vitamins and dietary supplements.

VITAMINS

DIETARY SUPPLEMENTS

COMPETITIVE LANDSCAPE

Amway continued to lead overall vitamins and dietary supplements sales in 2010, thanks to its sound reputation, extensive direct selling network, as well as its wide product portfolio. The company held a 16% value share in vitamins and dietary supplements in 2010, far exceeding the second largest player Infinitus with less than 4% of value sales. Amway' s Nutrilite brand ranked first in many sub-categories within vitamins and dietary supplements, including child-specific vitamins and dietary supplements, ginkgo biloba, other other herbal/traditional dietary supplements, calcium supplements, other fish oils, mineral supplements, protein powder, multivitamins and single vitamins. Take protein powder for example, Nutrilite took the lion' s share with over 89% of value sales in 2010. Despite its leading position, the company continued to work hard to diversify its product portfolio and update product formulations. Additionally, strong investments have been made in advertising and seasonal promotions. For example, to cater to Chinese gift-giving culture, the company launched a gift set during the Mid-Autumn Festival in 2010, including core products Nutrilite Protein Powder and Nutrilite Double X. All these efforts underpinned the strong position of Amway in the Chinese vitamins and dietary supplements market.

PROSPECTS

Vitamins and dietary supplements are expected to maintain a healthy growth trend during the forecast period, with an estimated CAGR of almost 6% in constant value terms over 2010-2015. Growing disposable incomes, improved consumer health awareness, together with worsening health problems and an ageing population, will stimulate value growth for vitamins and dietary supplements.

CATEGORY DATA

Table 85. Sales of Vitamins and Dietary Supplements by Category: Value 2005-2010
Table 86. Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2005-2010
Table 87. Dietary Supplements by Positioning 2005-2010
Table 88. Vitamins and Dietary Supplements Company Shares by Value 2006-2010
Table 89. Vitamins and Dietary Supplements Brand Shares by Value 2007-2010
Table 90. Vitamins Brand Shares by Value 2007-2010
Table 91. Dietary Supplements Brand Shares by Value 2007-2010
Table 92. Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2010-2015
Table 93. Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2010-2015
Summary 35. Dietary Supplements: Brand Ranking by Positioning

Weight Management in China - Category Analysis

HEADLINES

TRENDS

Growth in weight management sales experienced a recovery, with 6% growth in current value terms in 2010, compared to just 1.3% growth in 2009. This was mainly driven by the double digital growth of meal replacement slimming and slimming teas. Despite of the decline of weight loss supplements and other slimming products, which fell by 7% and 8%, respectively, in 2010, the fast-growing meal replacement slimming and slimming teas sub-categories, with growth rates of 25% and 11%, respectively, drove the growth of the overall market.

COMPETITIVE LANDSCAPE

Thanks to its multiple distribution channels including both direct selling and store-based retailing, and sound reputation in meal replacement slimming, Herbalife retained its leading position in 2010 with a 89% value share in meal replacement slimming, which underpinned the performance of the wider weight management market.

PROSPECTS

The forecast period is expected to see continued growth for weight management products, with a CAGR of 4% in constant value terms over 2010-2015. By 2015, sales are expected to reach RMB7.2 billion.

CATEGORY DATA

Table 94. Sales of Weight Management: Value 2005-2010
Table 95. Sales of Weight Management: % Value Growth 2005-2010
Table 96. Weight Management Company Shares 2006-2010
Table 97. Weight Management Brand Shares 2007-2010
Table 98. Forecast Sales of Weight Management: Value 2010-2015
Table 99. Forecast Sales of Weight Management: % Value Growth 2010-2015

Wound Care in China - Category Analysis

HEADLINES

TRENDS

The market for wound care continued its steady performance in recent years. Thanks to consumer education campaigns from leading company, Shanghai Johnson & Johnson, in previous years, Chinese consumers have become accustomed to using sticking plasters to treat less serious injuries. After a period of sustained growth, wound care sales reached RMB552 million in 2010, following a CAGR of 6% in current value terms over 2005-2010.

COMPETITIVE LANDSCAPE

Yunnan Baiyao Group Co Ltd, as an industry follower, overtook Shanghai Johnson & Johnson to become the leading company in 2010, with its market share exceeding 43% in value terms. Having entered the market in 2001, Baiyao sticking plaster' s sales increased from around RMB10 million in 2001 to RMB239 million in 2010. The company used its medicated ingredients as its major selling point to compete with erstwhile leading brand, Band-Aid. Meanwhile, relatively low selling prices and an extensive distribution network guaranteed explosive growth for the brand during the review period. As a result, the brand replaced Band-Aid as the leading wound care brand in 2010.

PROSPECTS

The market for wound care will continue to register sustained growth over the forecast period, in line with the steady increase in the population of China. The overall market size is expected to reach RMB742 million in 2015, with a CAGR of 6% in constant value terms over 2010-2015.

CATEGORY DATA

Table 100. Sales of Wound Care by Category: Value 2005-2010
Table 101. Sales of Wound Care by Category: % Value Growth 2005-2010
Table 102. Wound Care Company Shares by Value 2006-2010
Table 103. Wound Care Brand Shares by Value 2007-2010
Table 104. Forecast Sales of Wound Care by Category: Value 2010-2015
Table 105. Forecast Sales of Wound Care by Category: % Value Growth 2010-2015

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