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市場調查報告書
商品編碼
1896200
健康與保健快速消費品市場預測至2032年:按產品類型、功能性益處、人口統計、分銷管道和地區分類的全球分析Health & Wellness FMCG Products Market Forecasts to 2032 - Global Analysis By Product Type, Functional Benefit, Demographic, Distribution Channel, and By Geography |
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根據 Stratistics MRC 的一項研究,預計到 2025 年,全球健康和保健快速消費品市場價值將達到 1,673.8 億美元,到 2032 年將達到 2,741 億美元,在預測期內的複合年成長率為 7.3%。
健康與保健類快速消費品是指旨在促進和維持整體健康的日常用品。此類別包括強化食品、機能飲料、膳食補充劑以及富含植物萃取物、微量營養素和生物活性化合物等健康成分的健康導向個人護理和衛生用品。這些產品透過大眾零售通路銷售,兼具便利性、易用性和健康益處,滿足現代生活方式的需求,幫助消費者積極管理營養、能量、免疫力和整體健康。
中階可支配所得增加
隨著不斷壯大的中產階級可支配收入的增加,消費者在健康和保健類快速消費品上的支出顯著成長。隨著購買力的提升,消費者越來越重視預防性醫療保健、營養和自我護理。這種轉變推動了對機能性食品、強化飲料、個人保健產品和增強免疫力產品的需求。都市化和生活方式的改變進一步促進了高階、高附加價值保健產品的普及。各大品牌紛紛推出價格適中且差異化的產品,以滿足此追求品質的消費群。隨著新興經濟體收入保障的提高,注重健康的快速消費品消費持續加速成長。
供應鏈複雜性
購買植物萃取物、益生菌和生物活性化合物等特殊原料需要嚴格的品管和可追溯性。依賴全球供應商會使製造商面臨運輸延誤、成本波動和監管不一致等風險。維持低溫運輸和確保貨架期穩定性會進一步增加物流負擔。小規模企業往往由於供應商網路和基礎設施有限而難以高效擴大規模。這些限制會影響產品供應、價格穩定性和市場競爭。
功能個性化
消費者越來越傾向於選擇能夠滿足自身特定需求的產品,例如免疫力、促進消化、補充能量、控制體重以及維持心理健康。數據分析、數位健康平台和消費者畫像技術的進步,使得品牌能夠提供客製化的配方。功能性個人化透過精準的價值提案,提升消費者參與度並培養品牌忠誠度。訂閱模式和個人化營養套裝正日益受到歡迎,尤其是在年輕一代。這一趨勢使企業能夠實現產品差異化,並獲得更高的定價。
經濟波動與通貨膨脹
原料、包裝和運輸成本的上漲正給整個價值鏈的利潤率帶來壓力。對價格敏感的消費者在景氣衰退時期可能會減少對高階保健品的非必需支出。外匯波動進一步影響依賴進口的原物料採購。製造商常常面臨如何在不影響需求的情況下將成本上漲轉嫁給消費者的挑戰。長期的經濟不確定性可能會減緩市場成長並加劇競爭。
新冠疫情的感染疾病
新冠疫情從根本上改變了消費行為。增強免疫力的食品、營養補充品、衛生用品和機能飲料的需求激增。然而,封鎖措施和物流中斷暫時影響了生產和零售分銷。疫情加速了數位化進程,消費者紛紛轉向線上通路購買健康產品。品牌也更重視潔淨標示、安全保障和透明溝通。即使在疫情結束後,人們的健康意識依然存在,並將繼續支撐市場的長期成長。
預計在預測期內,機能性食品細分市場將佔據最大的市場佔有率。
由於消費者對營養價值高於基本營養價值的食品需求不斷成長,因此預計機能性食品領域將在預測期內佔據最大的市場佔有率。消費者越來越傾向於選擇強化穀物、益生菌乳製品、植物性蛋白質和富含抗氧化劑的零食。機能性食品能夠方便地將健康益處融入日常飲食,從而促進了其普及。配料和配方的持續創新正在推動產品種類的不斷豐富。
預計在預測期內,電子商務/線上零售領域將實現最高的複合年成長率。
由於電子商務/線上零售領域擁有廣泛的消費群體,且消費者日常消費頻率高,預計該領域在預測期內將保持最高的成長率。這些產品能夠有效解決多種健康問題,包括免疫力、改善消化功能、維持心臟健康和提升精力水平。製造商正積極研發富含維生素、礦物質、膳食纖維和生物活性化合物的主食產品。消費者對預防性營養的日益重視,推動了各個年齡層的重複購買。此外,多個國家對食品強化產品的監管支持也促進了這一成長。
預計亞太地區將在預測期內佔據最大的市場佔有率。數位平台為消費者提供便利、豐富的產品選擇以及便利的健康資訊取得管道。個人化推薦和訂閱模式正在提升線上客戶參與。直接面對消費者的策略使品牌能夠建立更牢固的客戶關係並收集消費者洞察。智慧型手機普及率的提高和數位支付的日益普及正在推動線上銷售的成長。
在預測期內,北美地區預計將實現最高的複合年成長率,這主要得益於消費者偏好轉向非接觸式和便利的購物體驗。線上平台能夠快速比較成分、功效和價格,從而幫助消費者做出明智的購買決策。品牌正在利用社群媒體和網紅行銷來提升數位知名度。末端配送和低溫運輸物流的改進提高了服務的可靠性。訂閱服務確保了對基本保健產品的持續需求。
According to Stratistics MRC, the Global Health & Wellness FMCG Products Market is accounted for $167.38 billion in 2025 and is expected to reach $274.10 billion by 2032 growing at a CAGR of 7.3% during the forecast period. Health and wellness FMCG products refer to everyday consumer goods created to enhance and maintain holistic health when used regularly. This category covers nutrient-enriched foods, functional drinks, supplements, and wellness-focused personal and hygiene care items containing health-supporting components like botanicals, micronutrients, and bioactive compounds. Distributed through mass retail channels, these products cater to modern lifestyle demands by combining accessibility, ease of use, and health benefits, helping consumers manage nutrition, vitality, immunity, and overall well-being proactively.
Rising middle-class disposable income
Growing disposable income among the expanding middle-class population is significantly boosting spending on health and wellness FMCG products. Consumers are increasingly prioritizing preventive healthcare, nutrition, and self-care as their purchasing power improves. This shift is driving demand for functional foods, fortified beverages, personal care, and immunity-boosting products. Urbanization and lifestyle changes are further encouraging adoption of premium and value-added wellness offerings. Brands are responding by launching affordable yet differentiated products tailored to aspirational consumers. As income stability improves across emerging economies, health-oriented FMCG consumption continues to accelerate.
Supply chain complexity
Sourcing of specialized ingredients such as botanicals, probiotics, and bioactive compounds requires strict quality and traceability controls. Dependence on global suppliers exposes manufacturers to transportation delays, cost fluctuations, and regulatory inconsistencies. Maintaining cold chains and shelf stability further adds to logistical burdens. Smaller players often struggle to scale efficiently due to limited supplier networks and infrastructure. These constraints can impact product availability, pricing consistency, and overall market competitiveness.
Functional personalization
Consumers increasingly seek products tailored to specific needs such as immunity, digestion, energy, weight management, and mental well-being. Advances in data analytics, digital health platforms, and consumer profiling are enabling brands to offer customized formulations. Functional personalization enhances consumer engagement and fosters brand loyalty through targeted value propositions. Subscription models and personalized nutrition kits are gaining traction, especially among younger demographics. This trend allows companies to differentiate offerings and command premium pricing.
Economic volatility & inflation
Increased raw material, packaging, and transportation costs are pressuring profit margins across the value chain. Price-sensitive consumers may reduce discretionary spending on premium wellness products during economic downturns. Currency fluctuations further impact import-dependent ingredient sourcing. Manufacturers often face challenges in passing cost increases to consumers without affecting demand. Prolonged economic uncertainty could slow market expansion and intensify competition.
Covid-19 Impact
The COVID-19 pandemic fundamentally reshaped consumer behavior toward health and wellness FMCG products. Demand surged for immunity-boosting foods, supplements, hygiene products, and functional beverages. However, lockdowns and logistics disruptions temporarily affected manufacturing and retail distribution. The crisis accelerated digital adoption, with consumers shifting toward online channels for wellness purchases. Brands increased focus on clean labels, safety assurance, and transparent communication. Post-pandemic, sustained health awareness continues to support long-term market growth.
The functional foods segment is expected to be the largest during the forecast period
The functional foods segment is expected to account for the largest market share during the forecast period, driven by rising demand for foods that provide benefits beyond basic nutrition. Consumers increasingly prefer fortified cereals, probiotic dairy, plant-based proteins, and antioxidant-rich snacks. Functional foods offer convenient integration of health benefits into daily diets, supporting widespread adoption. Continuous innovation in ingredients and formulations is expanding product variety.
The E-commerce & online retailers segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the E-commerce & online retailers segment is predicted to witness the highest growth rate, due to its broad consumer appeal and daily consumption frequency. These products effectively address multiple health concerns such as immunity, digestion, heart health, and energy levels. Manufacturers are actively incorporating vitamins, minerals, fibers, and bioactive compounds into staple food categories. Growing acceptance of preventive nutrition is driving repeat purchases across age groups. Regulatory support for food fortification in several countries is also contributing to growth.
During the forecast period, the Asia Pacific region is expected to hold the largest market share. Digital platforms offer consumers convenience, product variety, and easy access to detailed health information. Personalized recommendations and subscription-based models are enhancing customer engagement online. Direct-to-consumer strategies are enabling brands to build stronger relationships and gather consumer insights. Increasing smartphone penetration and digital payment adoption are accelerating online sales.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR, driven by shifting consumer preferences toward contactless and convenient shopping experiences. Online platforms enable quick comparison of ingredients, benefits, and pricing, empowering informed purchase decisions. Brands are leveraging social media and influencer marketing to drive digital visibility. Improved last-mile delivery and cold-chain logistics are enhancing service reliability. Subscription services ensure recurring demand for wellness essentials.
Key players in the market
Some of the key players profiled in the Health & Wellness FMCG Products Market include Nestle S.A., Danone S.A., PepsiCo, Inc., The Coca-Cola Company, Unilever PLC, General Mills, Inc., Kellogg Company, The Kraft Heinz Company, Mondelez International, Inc., Abbott Laboratories, GlaxoSmithKline plc, Herbalife Nutrition Ltd., Archer Daniels Midland Company, Glanbia plc, and Yakult Honsha Co., Ltd.
In November 2025, Nestle has been chosen to join the Frontier Firm AI Initiative, a multi-year collaboration launched by the Digital Data Design Institute at Harvard (D^3) and Microsoft. The initiative brings together forward-focused organizations and academic minds to explore and shape the future of human-led, AI-driven business.
In November 2025, Abbott and Exact Sciences announced a definitive agreement for Abbott to acquire Exact Sciences, which will enable it to enter and lead in fast-growing cancer diagnostics segments, serving millions more people. Under the terms of the agreement, Exact Sciences shareholders will receive $105 per common share, representing a total equity value of approximately $21 billion.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.