保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)是(shi)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)食(shi)品(pin)(pin)(pin)(pin)，又稱(cheng)為(wei)膳食(shi)補充(chong)劑。保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)一般分為(wei)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)藥品(pin)(pin)(pin)(pin)、保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)食(shi)品(pin)(pin)(pin)(pin)等(deng)，例如(ru)茶、藥膳、飲(yin)品(pin)(pin)(pin)(pin)等(deng)等(deng)。隨著人們健(jian)(jian)(jian)(jian)康保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)意(yi)識的提(ti)升，特別是(shi)在(zai)新冠疫情之下，人們對自(zi)身免疫力(li)提(ti)高越(yue)發重(zhong)視，保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)也迎(ying)來(lai)(lai)(lai)了空前火爆的階(jie)段。根(gen)據(ju)(ju)艾媒(mei)咨詢數據(ju)(ju)顯示，近(jin)年來(lai)(lai)(lai)我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)市(shi)(shi)場(chang)規模呈(cheng)現出逐(zhu)年遞增(zeng)的趨勢(shi)，隨著我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)消(xiao)費人群的擴大，未來(lai)(lai)(lai)到(dao)2022年，我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)市(shi)(shi)場(chang)規模將(jiang)達(da)到(dao)2989億元。從(cong)我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)現狀來(lai)(lai)(lai)看，我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)由于行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)進(jin)入(ru)門檻較低，以(yi)及(ji)“藍(lan)帽子”資質監管不嚴格，導致保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)市(shi)(shi)場(chang)競爭格局較為(wei)分散，市(shi)(shi)場(chang)集中度較低。隨著保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)的發展，保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)將(jiang)會不斷(duan)加大監管力(li)度，加快(kuai)(kuai)整(zheng)合重(zhong)組步伐，未來(lai)(lai)(lai)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)發展空間仍十分廣闊。Maigoo小(xiao)編認(ren)為(wei)受到(dao)疫情的影響(xiang)，人們健(jian)(jian)(jian)(jian)康意(yi)識得到(dao)提(ti)高，居民對保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)的需求不斷(duan)擴大。在(zai)直播銷(xiao)售以(yi)及(ji)互聯網發展的推動(dong)下，保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)紛紛加大線上保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)營銷(xiao)運營，進(jin)一步推動(dong)了保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)的發展。未來(lai)(lai)(lai)，隨著保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)消(xiao)費逐(zhu)漸滲透到(dao)三(san)四線城市(shi)(shi)，以(yi)及(ji)年輕消(xiao)費群體(ti)的擴容，我國(guo)(guo)保(bao)(bao)(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)(jian)品(pin)(pin)(pin)(pin)行(xing)(xing)(xing)業(ye)(ye)(ye)(ye)(ye)將(jiang)迎(ying)來(lai)(lai)(lai)快(kuai)(kuai)速發展時期。

根據(ju)圖表(biao)可以知道，2013-2020年我(wo)國(guo)保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)市(shi)場規(gui)模(mo)(mo)(mo)呈(cheng)現出(chu)不斷(duan)擴大(da)的趨(qu)勢，且(qie)市(shi)場規(gui)模(mo)(mo)(mo)增(zeng)速逐(zhu)漸(jian)加(jia)快。Maigoo小(xiao)編認(ren)為(wei)由于社會工作壓力(li)的增(zeng)大(da)，我(wo)國(guo)消(xiao)(xiao)費(fei)者對保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)的消(xiao)(xiao)費(fei)理念得到(dao)(dao)了轉變，保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)逐(zhu)漸(jian)成為(wei)剛(gang)性消(xiao)(xiao)費(fei)品(pin)(pin)，推動(dong)著保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)行業市(shi)場規(gui)模(mo)(mo)(mo)逐(zhu)漸(jian)增(zeng)加(jia)。2020年保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)市(shi)場規(gui)模(mo)(mo)(mo)達到(dao)(dao)了2503億元，在新(xin)冠疫情之下(xia)，消(xiao)(xiao)費(fei)者保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)意識(shi)逐(zhu)漸(jian)得到(dao)(dao)提升，刺激著消(xiao)(xiao)費(fei)者加(jia)大(da)了對保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)的需求。未來隨著我(wo)國(guo)消(xiao)(xiao)費(fei)者健(jian)(jian)(jian)康(kang)意識(shi)的提高、保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)消(xiao)(xiao)費(fei)群(qun)體年輕化(hua)，以及(ji)保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)消(xiao)(xiao)費(fei)逐(zhu)漸(jian)延(yan)伸到(dao)(dao)三四(si)線城市(shi)，未來到(dao)(dao)2022年，我(wo)國(guo)保(bao)(bao)(bao)(bao)(bao)健(jian)(jian)(jian)品(pin)(pin)行業市(shi)場規(gui)模(mo)(mo)(mo)將達到(dao)(dao)2989億元。