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市場調查報告書
商品編碼
1848387
2032 年水溶性和粉狀補充劑市場預測:按類型、形式、功能、分銷管道、性別和地區進行全球分析Water-Soluble and Powdered Supplement Market Forecasts to 2032 - Global Analysis By Type, Form, Function, Distribution Channel, Gender, and By Geography |
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根據 Stratistics MRC 的數據,全球水溶性和粉末補充劑市場預計在 2025 年達到 312 億美元,到 2032 年將達到 681 億美元,預測期內的複合年成長率為 11.8%。
水溶性和粉末狀補充劑包括維生素、礦物質、蛋白粉以及功能性混合物,這些補充劑被製成粉末或水溶性小袋,方便食用和吸收。消費者的健康意識、忙碌的生活方式以及針對免疫力、運動表現和恢復能力的針對性配方創新推動了產品的成長。電子商務和直銷模式正在擴大覆蓋範圍,而潔淨標示和個人化營養趨勢正在推動產品開發。
消費者對健康和免疫力的興趣日益濃厚
消費者對健康和免疫力的關注度正在迅速成長,這加速了對水溶性和粉狀補充劑的需求。這種轉變促使製造商擴展其產品線,涵蓋以免疫為重點的維生素、適應原、益生菌和強化飲料沖劑,同時改善口味、溶解度和生物有效性,以推動其普及。電子商務、訂閱服務和個人化營養平台的成長正在擴大覆蓋範圍,並實現精準行銷,從而推動該類別的持續成長。
嚴格的規定和索賠審查
嚴格的法規和對產品功效的審查不僅增加了製造商的合規成本,還延長了新配方的上市時間,從而限制了市場擴張。主要市場的主管部門要求產品的健康功效聲明必須有科學依據,標籤透明,並符合維生素、礦物質和植物成分的安全基準值,這迫使企業投資於第三方檢測、臨床試驗和健全的品管系統。跨境監管差異使產品上市變得複雜,有時甚至需要重新配方,減緩了創新。結果,中小企業被排除在外,消費者面臨選擇受限和價格上漲的困境。
拓展新興市場
隨著收入成長、都市化加快以及健康意識的提升,預防性營養產品的需求不斷成長,進入新興市場意味著巨大的成長機會。企業可以根據當地消費者的偏好,調整配方和口味,利用不斷擴張的現代零售和行動商務網路,並與當地經銷商合作,快速擴大規模。此外,價格實惠、以價格為導向的單份包裝和超值裝等產品形式,可以有效提升大眾市場的滲透率。聯合品牌計畫以及與醫療保健專業人士的客製化行銷也能在全球範圍內建立信任,從而促進重複購買行為和長期忠誠度。
高調召回事件損害消費者信心
備受矚目的召回和污染事件構成嚴重威脅,會損害消費者信心,並引發監管機構的嚴厲打擊。標籤錯誤、未申報的過敏原以及微生物污染等問題一旦在社群媒體上曝光,可能迫使零售商下架相關品牌,並引發集體訴訟,從而增加聲譽和財務風險。
新冠疫情重塑了水溶性補充劑和粉狀補充劑的供需模式。消費者迅速購買免疫力和維生素產品,提振了短期銷售量,但供應鏈卻因原料短缺和生產放緩而受到衝擊。隨著零售流量下降,電商和直銷管道擴張,監管機構發布了緊急指導意見,在某些情況下加快核准速度。審查力度加大,以及產品轉向臨床支援性宣傳,促使企業採取靈活的採購、庫存緩衝和行銷策略。
維生素市場預計將成為預測期內最大的市場
預計維生素將在預測期內佔據最大的市場佔有率。其廣泛的臨床認可度和消費者熟悉度使其成為粉狀和水溶性補充劑消費的主要切入點。維生素D和維生素C等單一維生素以及綜合維他命能夠彌補不同年齡層和生命階段的各種營養缺口,從而支撐持續的需求。製造商更青睞監管途徑成熟且穩定性可預測的維生素配方,而遞送、風味和生物利用度方面的創新將保持成長勢頭,並支持持續的技術創新。
預計預測期內,條狀包裝和小袋包裝的複合年成長率最高
預計在預測期內,條形包裝和小袋包裝領域將實現最高成長率。單份條形包裝和小袋包裝對忙碌的消費者和旅行者來說極具吸引力,因為它們適合忙碌的生活方式,份量適中,準備工作簡單,便於攜帶。其單位成本低,每份包裝廢棄物少,且適用於沖調粉狀飲料,使其在大眾行銷和樣品促銷中頗具吸引力。電子商務和訂閱服務的興起,透過提供樣品和重複購買,也帶來了便利。
預計北美將在預測期內佔據最大的市場佔有率。成熟的健康文化、較高的膳食補充劑人均支出以及先進的零售基礎設施,有力地支持了水溶性和粉狀配方的市場滲透。該地區受益於成熟的契約製造、嚴格的品質標準以及廣泛的第三方認證,這些因素讓消費者和零售商都感到安心。強勁的電商、醫療保健專業人士的認可以及對運動營養的需求進一步鞏固了其作為品類領導者的地位,並刺激了創新。此外,對運動營養的需求和人口老化預計將維持高階配方的成長動能。
預計亞太地區將在預測期內實現最高的複合年成長率。快速的都市化、不斷成長的可支配收入以及年輕一代日益增強的健康意識,正在加速粉狀和水溶性補充劑的普及。本土製造商正在創新獨特的植物成分和風味,而電商平台和現代貿易管道則使其能夠廣泛分銷,即使在二線城市也能實現。監管改革和供應鏈基礎設施的改善正在降低進入門檻,隨著國內品質標準的提高,跨境出口也不斷擴大。此外,策略夥伴關係、價格實惠的單份包裝以及針對千禧世代消費者的行銷策略,都可能推動這類產品的普及。
According to Stratistics MRC, the Global Water-Soluble and Powdered Supplement Market is accounted for $31.2 billion in 2025 and is expected to reach $68.1 billion by 2032 growing at a CAGR of 11.8% during the forecast period. Water-soluble and powdered supplement covers vitamins, minerals, protein powders, and functional blends formulated as powders or water-soluble sachets for easy consumption and absorption. Growth is propelled by health-conscious consumers, on-the-go lifestyles, and innovation in targeted formulations for immunity, performance, and recovery. E-commerce and direct-to-consumer models expand reach, while clean-label and personalized nutrition trends drive product development.
Rapid consumer interest in health & immunity
Rapid consumer interest in health and immunity is accelerating demand for water-soluble and powdered supplements, as more consumers seek convenient, science-informed ways to support daily wellness and resilience. This shift has prompted manufacturers to expand product lines with immune-focused vitamins, adaptogens, probiotics and fortified drink mixes while enhancing taste, solubility and bioavailability to boost adoption. E-commerce growth, subscription services and personalised nutrition platforms are widening reach and enabling targeted communication, and drive sustained category growth.
Stringent regulation and claims scrutiny
Stringent regulation and claims scrutiny constrain market expansion by raising compliance costs for manufacturers and increasing time-to-market for new formulations. Authorities in major markets demand scientific substantiation for health claims, transparent labeling, and adherence to safety thresholds for vitamins, minerals and botanicals, which forces firms to invest in third-party testing, clinical studies and robust quality management systems. Cross-border regulatory differences complicate launches and sometimes require reformulation, thereby slowing innovation. Consequently, smaller players may be excluded while consumers face limited choices and higher prices overall.
Expansion into emerging markets
Expansion into emerging markets represents a major growth opportunity as rising incomes, urbanisation and health awareness drive demand for preventive nutrition. Companies can localise formulations and flavours to match regional tastes, leverage growing modern retail and mobile commerce networks, and partner with local distributors to scale quickly. Additionally, affordability-focused formats such as single-serve sachets and value packs can unlock mass-market penetration, while co-branded programmes with healthcare professionals and tailored marketing will build trust, create repeat purchase behaviour and long-term loyalty globally.
High-profile recalls damaging consumer trust
High-profile recalls and contamination incidents pose a serious threat by eroding consumer trust and prompting regulatory crackdowns, which can shrink category demand and force costly corrective actions. Publicised mislabelling, undeclared allergens, or microbial contamination amplified on social media lead retailers to delist brands and trigger class-action litigation, increasing reputational and financial risk.
The COVID-19 pandemic reshaped demand and supply for water-soluble and powdered supplements: consumers rapidly purchased immunity and vitamin products, boosting short-term sales, while supply chains experienced ingredient shortages and manufacturing slowdowns. E-commerce and direct-to-consumer channels expanded as retail footfall fell, and regulators issued emergency guidance that sometimes accelerated approvals. Over time, heightened scrutiny and a shift toward clinically supported claims emerged, and companies adapted with resilient sourcing, inventory buffers and marketing.
The vitamins segment is expected to be the largest during the forecast period
The vitamins segment is expected to account for the largest market share during the forecast period. Vitamins benefit from broad clinical recognition and consumer familiarity, which makes them a primary entry point for powdered and water-soluble supplement consumption. Single vitamins such as vitamin D and vitamin C, along with multivitamin blends, address widespread nutritional gaps across ages and life stages, supporting sustained demand. Manufacturers favour vitamin formulations for their established regulatory pathways and predictable stability profiles, while innovation in delivery, flavour and bioavailability preserves growth momentum and support ongoing innovation.
The stick packs & sachets segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the stick packs & sachets segment is predicted to witness the highest growth rate. Single-serve stick packs and sachets align with on-the-go lifestyles, providing measured doses, minimal preparation and easy transport, which appeals to busy consumers and travellers. Their low unit cost, reduced packaging waste per serving and suitability for powdered drink mixes make them attractive for mass-market rollouts and sample promotions. Rising e-commerce and subscription services further enable trial and repeat purchases, and convenience.
During the forecast period, the North America region is expected to hold the largest market share. A mature health and wellness culture, high per-capita spending on dietary supplements and advanced retail infrastructure support strong market penetration for water-soluble and powdered formats. The region benefits from established contract manufacturers, rigorous quality standards and widespread third-party certification, which reassure consumers and retailers. Robust e-commerce, healthcare practitioner endorsement and sports nutrition demand further sustain category leadership and encourage innovation. Furthermore, sports nutrition demand and ageing populations will sustain premium formulation growth momentum.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR. Rapid urbanisation, rising disposable incomes and greater health awareness among younger populations are accelerating acceptance of powdered and water-soluble supplements. Local manufacturers are innovating with region-specific botanicals and flavours while e-commerce platforms and modern trade channels enable wide distribution even in tier-two cities. Regulatory reforms and improved supply chain infrastructure are lowering barriers to entry, and cross-border exports are expanding as domestic quality standards climb. Additionally, strategic partnerships, affordable single-serve formats and targeted marketing to millennial consumers will drive penetration.
Key players in the market
Some of the key players in Water-Soluble and Powdered Supplement Market include Amway Corporation, Nestle Health Science, Abbott Laboratories, Bayer AG, Glanbia plc, Nature's Way Brands, LLC, OZiva, Herbalife Nutrition Ltd., NOW Foods, Otsuka Pharmaceutical Co., Ltd., Jarrow Formulas, Inc., Kemin Industries, Inc., Alltech, Inc., Cargill, Incorporated, Florida Supplement, L.L.C., Private Label Express USA, Robinson Pharma, Inc., Unilever PLC, Liquid I.V., and Olly Public Benefit Corporation.
In June 2025, Amway, the world's largest direct selling enterprise signaled its intention to grow its collaboration with South Korea-based HEM Pharma. This announcement follows a decade of groundbreaking collaboration between the companies since Amway first initiated research and collaboration with HEM in 2016. The companies have reinforced their shared commitment to advancing joint scientific research, technology, and services in the field of microbiome health across the more than 100 countries and territories where Amway conducts business.
In August 2024, Nestle Health Science and Seres Therapeutics, Inc. announced that they have signed an agreement in which Nestle Health Science will acquire the VOWST business. Nestle Health Science has been commercializing the VOWST (fecal microbiota spores, live-brpk) capsules since its launch in June 2023 in the United States. This transaction will allow Nestle Health Science full control over the further development, commercialization, and manufacturing of VOWST in the US and worldwide.
In March 2024, Japan's Otsuka Pharmaceutical opens new tab said it agreed to pay more than $1 billion to acquire Jnana Therapeutics as it looks to expand its drug pipeline and research base in the Boston area. Japan's Otsuka Pharmaceutical (4578.T), opens new tab said on Thursday it agreed to pay more than $1 billion to acquire Jnana Therapeutics as it looks to expand its drug pipeline and research base in the Boston area.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.