保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)是(shi)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)食品(pin)(pin)，又(you)稱為膳食補充劑。保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)一般分為保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)藥(yao)品(pin)(pin)、保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)食品(pin)(pin)等，例如(ru)茶、藥(yao)膳、飲品(pin)(pin)等等。隨(sui)著(zhu)(zhu)人(ren)們健(jian)(jian)(jian)(jian)(jian)(jian)康(kang)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)意(yi)識的(de)提升，特別是(shi)在(zai)新(xin)冠疫情之(zhi)下，人(ren)們對(dui)自(zi)身(shen)免疫力(li)提高(gao)越發(fa)(fa)重(zhong)視，保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)市(shi)場也迎(ying)(ying)來(lai)(lai)了空前火爆的(de)階段。根據(ju)艾媒咨詢(xun)數據(ju)顯示，近年來(lai)(lai)我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)市(shi)場規(gui)模呈(cheng)現(xian)出逐(zhu)年遞增的(de)趨勢，隨(sui)著(zhu)(zhu)我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)消費(fei)人(ren)群的(de)擴(kuo)(kuo)大(da)，未(wei)來(lai)(lai)到(dao)(dao)2022年，我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)市(shi)場規(gui)模將達到(dao)(dao)2989億元。從我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)現(xian)狀來(lai)(lai)看，我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)由于行(xing)(xing)業(ye)(ye)(ye)(ye)進入門檻較低，以(yi)及“藍帽子(zi)”資質(zhi)監(jian)(jian)管不嚴格，導(dao)致保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)市(shi)場競爭格局較為分散，市(shi)場集(ji)中度(du)較低。隨(sui)著(zhu)(zhu)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)的(de)發(fa)(fa)展，保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)將會(hui)不斷加(jia)大(da)監(jian)(jian)管力(li)度(du)，加(jia)快整合重(zhong)組步伐，未(wei)來(lai)(lai)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)發(fa)(fa)展空間仍十分廣闊。Maigoo小編認為受到(dao)(dao)疫情的(de)影響(xiang)，人(ren)們健(jian)(jian)(jian)(jian)(jian)(jian)康(kang)意(yi)識得(de)到(dao)(dao)提高(gao)，居(ju)民對(dui)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)的(de)需求不斷擴(kuo)(kuo)大(da)。在(zai)直播銷售(shou)以(yi)及互聯網發(fa)(fa)展的(de)推動(dong)下，保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)紛(fen)紛(fen)加(jia)大(da)線上保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)營(ying)銷運(yun)營(ying)，進一步推動(dong)了保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)的(de)發(fa)(fa)展。未(wei)來(lai)(lai)，隨(sui)著(zhu)(zhu)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)消費(fei)逐(zhu)漸滲透(tou)到(dao)(dao)三四線城(cheng)市(shi)，以(yi)及年輕(qing)消費(fei)群體的(de)擴(kuo)(kuo)容，我國(guo)保(bao)(bao)健(jian)(jian)(jian)(jian)(jian)(jian)品(pin)(pin)行(xing)(xing)業(ye)(ye)(ye)(ye)將迎(ying)(ying)來(lai)(lai)快速發(fa)(fa)展時期。

根據圖表可以知道，2013-2020年我(wo)國(guo)保(bao)(bao)健(jian)(jian)品(pin)(pin)市場規(gui)(gui)模(mo)(mo)呈現出不(bu)斷(duan)擴大(da)的(de)(de)趨(qu)勢，且市場規(gui)(gui)模(mo)(mo)增(zeng)速逐漸加快。Maigoo小編認為(wei)由(you)于(yu)社會(hui)工作壓力的(de)(de)增(zeng)大(da)，我(wo)國(guo)消費(fei)者(zhe)(zhe)對保(bao)(bao)健(jian)(jian)品(pin)(pin)的(de)(de)消費(fei)理念得到了(le)轉變，保(bao)(bao)健(jian)(jian)品(pin)(pin)逐漸成(cheng)為(wei)剛性消費(fei)品(pin)(pin)，推(tui)動(dong)著(zhu)保(bao)(bao)健(jian)(jian)品(pin)(pin)行業(ye)市場規(gui)(gui)模(mo)(mo)逐漸增(zeng)加。2020年保(bao)(bao)健(jian)(jian)品(pin)(pin)市場規(gui)(gui)模(mo)(mo)達(da)到了(le)2503億(yi)元(yuan)，在新(xin)冠疫(yi)情之下，消費(fei)者(zhe)(zhe)保(bao)(bao)健(jian)(jian)意識逐漸得到提(ti)升，刺激著(zhu)消費(fei)者(zhe)(zhe)加大(da)了(le)對保(bao)(bao)健(jian)(jian)品(pin)(pin)的(de)(de)需求(qiu)。未來隨著(zhu)我(wo)國(guo)消費(fei)者(zhe)(zhe)健(jian)(jian)康意識的(de)(de)提(ti)高、保(bao)(bao)健(jian)(jian)品(pin)(pin)消費(fei)群(qun)體年輕化，以及保(bao)(bao)健(jian)(jian)品(pin)(pin)消費(fei)逐漸延伸(shen)到三(san)四線(xian)城市，未來到2022年，我(wo)國(guo)保(bao)(bao)健(jian)(jian)品(pin)(pin)行業(ye)市場規(gui)(gui)模(mo)(mo)將達(da)到2989億(yi)元(yuan)。