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頭圖

東南亞大健康食品市場爆火

2025.07.16

2025 SIAL 西雅展(深圳)將于9月1日-3日在深圳會展中心(福田)盛大開幕,本屆展會將圍繞14大主題,此次展覽面積預計將達到4萬平米,匯聚全球食品飲料行業的精英企業和新特產品,吸引包括全球50個國家和地區的1,100家展商和100,000+展品參展。

SIAL西雅國際食品展

 

點擊預定2025 SIAL西雅國際食品展(深圳)黃金展位    點擊免費領取2025 SIAL西雅國際食品展(深圳)參觀門票

 

PART .01 東南亞成為養生新戰場

 

提起大健康食品,多數人會想到北美、澳洲市場,但此刻東南亞正以黑馬之姿闖入賽道。這片人口超 6.8 億的土地上,2023 年東盟食品補充劑市場規模已達 75 億美元,2030 年預計以 8-10% 的年復合增長率狂飆 —— 年輕人口、中產崛起、健康覺醒,正讓東南亞成為下一個保健消費爆點。

 

SIAL西雅國際食品展

 

健康覺醒浪潮:東南亞消費新勢力崛起

 

年輕人口紅利 + 養生剛需

 

東南亞中位年齡僅 30.9 歲,80% 消費者關注健康管理,47% 愿為健康多花錢(貝恩數據)。Z 世代從 “熬夜自救” 到 “主動養生”,推動美容保健、運動營養品類爆發。

 

后疫情時代,免疫力提升、慢性病預防成為消費核心,糖尿病、肥胖等都市病倒逼功能性食品需求。

 

SIAL西雅國際食品展

 

政策 + 社交驅動消費升級

 

菲律賓 “千日營養計劃”、馬來西亞 NPANM III 政策強化全民營養干預;

TikTok、Instagram 成 “種草圣地”,印尼 Jamu 草藥、越南膠原蛋白通過短視頻破圈,天然成分、無添加標簽成流量密碼。

 

PART .02 三國市場畫像

 

從新加坡到越南的差異化機會

 

1. 新加坡

 

SIAL西雅國際食品展

 

市場規模與增速:

2024 年 171 億美元,2033 年預計達 416 億美元(2025-2033 年 CAGR 9.6%)。

 

消費偏好:

青睞國際品牌、有機認證產品,注重科學背書(如 GMP、ISO 認證)。

 

準入門檻:

實行自愿通報制,無需強制注冊;禁止含藥用成分(如馬兜鈴酸);標簽需使用英文,內容需真實準確。

 

2. 印度尼西亞

 

SIAL西雅國際食品展

 

市場規模與增速:

2025-2033 年 CAGR 4.19%。

 

消費偏好:

要求 Halal 清真認證;熱衷含姜黃、姜等本地 Jamu 草藥成分的產品。

 

準入門檻:

需由印尼本地企業作為注冊人;產品需進行 BPOM 注冊;風險分級管理,資料依風險等級不同;市場普遍要求清真標志。

 

3. 越南

 

SIAL西雅國際食品展

 

市場規模與增速:

2022 年 6 億美元,2024-2030 年 CAGR 18%。

 

消費偏好:

主力消費群體為 Z 世代和千禧一代,偏好美容養顏、減壓助眠、植物草本類產品;超 50% 消費者通過電商(如 Lazada、Tiki)購買。

 

準入門檻:

需取得產品公布編號;越文標簽需清晰標注成分、生產商信息、保質期等;后檢嚴格,嚴查虛假廣告、標簽違規及質量問題。

 

PART .03 渠道破局:線上線下如何雙殺?

 

線上電商:Shopee/Lazada 扛起增長大旗

 

2023 年 6 月東南亞六國保健品線上銷售額破 1 億美元,印尼、泰國占 57% 份額(Shopee 數據)。平臺設專屬認證板塊,Optimum Nutrition、YANHEE 等品牌通過 “跨境直郵 + 本地化運營” 搶占流量。

 

SIAL西雅國際食品展

 

線下藥房:傳統渠道的護城河

 

新加坡 Guardian、馬來西亞 Watsons 等連鎖藥店主導,印尼、泰國本地藥房網絡覆蓋城鄉。藥劑師推薦、即買即用場景仍是中老年消費者首選,HAPE 健康《東南亞藥房調研》收錄超百家渠道資源。

 

SIAL西雅國際食品展

 

PART .04爆品指南:五大品類的掘金地圖

 

營養補充劑(市場占比最大)

頭部品牌分散,前十大品牌僅 3 家市占率超 1%,維生素、礦物質品類存在品牌空白。

 

美容補品(增速最快)

膠原蛋白占美容市場 50%,泰國市占率近 60%,口服美白、抗衰產品成 Z 世代 “梳妝臺標配”。

 

草本補充劑(本地化機會)

含咖啡因、葉綠素的草本產品占比超 8%,印尼蜂膠、越南綠茶提取物借 “天然養生” 概念突圍。

 

SIAL西雅國際食品展

 

PART .05 合規必看:東南亞各國監管紅線

 

新加坡:健康補充劑歸 HSA 監管,無需強制注冊,但禁含馬兜鈴酸等藥用成分;

 

泰國:TFDA 要求產品 + 工廠雙注冊,本地代理商持證,注冊周期 3-6 個月;

 

印尼:BPOM 注冊需本地企業作為申請人,Halal 認證雖非強制但市場剛需;

 

越南:需取得產品公布編號,越文標簽需標注成分、保質期,后檢嚴查虛假宣傳。

 

SIAL西雅國際食品展

 

東南亞市場像一塊未被完全切開的蛋糕,75億美金規模背后是各國迥異的消費習慣與監管體系。對中國企業而言,從新加坡試水合規、借印尼 Jamu 文化做產品本地化、用越南電商打滲透率 —— 精準切入的前提,是吃透每寸土地的規則。

 

2025 SIAL西雅國際食品展(深圳)門票免費領取中,馬上注冊現場采購全球10萬+好物!

 

2025 SIAL 西雅國際食品和飲料展覽會(上海)

75個國家及地區    5000+展商     35萬+食飲爆款

全球全品類一站式采購平臺
拓全球供應商人脈,掌握行業趨勢

現在免費領¥199門票

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