![]() |
市场调查报告书
商品编码
1848387
2032 年水溶性和粉状补充剂市场预测:按类型、形式、功能、分销管道、性别和地区进行全球分析Water-Soluble and Powdered Supplement Market Forecasts to 2032 - Global Analysis By Type, Form, Function, Distribution Channel, Gender, and By Geography |
||||||
根据 Stratistics MRC 的数据,全球水溶性和粉末补充剂市场预计在 2025 年达到 312 亿美元,到 2032 年将达到 681 亿美元,预测期内的复合年增长率为 11.8%。
水溶性和粉末状补充剂包括维生素、矿物质、蛋白粉以及功能性混合物,这些补充剂被製成粉末或水溶性小袋,方便食用和吸收。消费者的健康意识、忙碌的生活方式以及针对免疫力、运动表现和恢復能力的针对性配方创新推动了产品的成长。电子商务和直销模式正在扩大覆盖范围,而洁净标示和个人化营养趋势正在推动产品开发。
消费者对健康和免疫力的兴趣日益浓厚
消费者对健康和免疫力的关注度正在迅速增长,这加速了对水溶性和粉状补充剂的需求。这种转变促使製造商扩展其产品线,涵盖以免疫为重点的维生素、适应原、益生菌和强化饮料冲剂,同时改善口味、溶解度和生物有效性,以推动其普及。电子商务、订阅服务和个人化营养平台的成长正在扩大覆盖范围,并实现精准行销,从而推动该类别的持续成长。
严格的规定和索赔审查
严格的法规和对产品功效的审查不仅增加了製造商的合规成本,还延长了新配方的上市时间,从而限制了市场扩张。主要市场的主管部门要求产品的健康功效声明必须有科学依据,标籤透明,并符合维生素、矿物质和植物成分的安全基准值,这迫使企业投资于第三方检测、临床试验和健全的品管系统。跨境监管差异使产品上市变得复杂,有时甚至需要重新配方,减缓了创新。结果,中小企业被排除在外,消费者面临选择受限和价格上涨的困境。
拓展新兴市场
随着收入成长、都市化加快以及健康意识的提升,预防性营养产品的需求不断增长,进入新兴市场意味着巨大的成长机会。企业可以根据当地消费者的偏好,调整配方和口味,利用不断扩张的现代零售和行动商务网络,并与当地经销商合作,快速扩大规模。此外,价格实惠、以价格为导向的单份包装和超值装等产品形式,可以有效提升大众市场的渗透率。联合品牌计画以及与医疗保健专业人士的客製化行销也能在全球范围内建立信任,从而促进重复购买行为和长期忠诚度。
高调召回事件损害消费者信心
备受瞩目的召回和污染事件构成严重威胁,会损害消费者信心,并引发监管机构的严厉打击。标籤错误、未申报的过敏原以及微生物污染等问题一旦在社群媒体上曝光,可能迫使零售商下架相关品牌,并引发集体诉讼,从而增加声誉和财务风险。
新冠疫情重塑了水溶性补充剂和粉状补充剂的供需模式。消费者迅速购买免疫力和维生素产品,提振了短期销售量,但供应链却因原料短缺和生产放缓而受到衝击。随着零售流量下降,电商和直销管道扩张,监管机构发布了紧急指导意见,在某些情况下加快审批速度。审查力度加大,以及产品转向临床支援性宣传,促使企业采取灵活的采购、库存缓衝和行销策略。
维生素市场预计将成为预测期内最大的市场
预计维生素将在预测期内占据最大的市场份额。其广泛的临床认可度和消费者熟悉度使其成为粉状和水溶性补充剂消费的主要切入点。维生素D和维生素C等单一维生素以及综合维他命能够弥补不同年龄层和生命阶段的各种营养缺口,从而支撑持续的需求。製造商更青睐监管途径成熟且稳定性可预测的维生素配方,而递送、风味和生物利用度方面的创新将保持成长势头,并支持持续的技术创新。
预计预测期内,条状包装和小袋包装的复合年增长率最高
预计在预测期内,条形包装和小袋包装领域将实现最高成长率。单份条形包装和小袋包装对忙碌的消费者和旅行者来说极具吸引力,因为它们适合忙碌的生活方式,份量适中,准备工作简单,便于携带。其单位成本低,每份包装废弃物少,且适用于冲调粉状饮料,使其在大众行销和样品促销中颇具吸引力。电子商务和订阅服务的兴起,透过提供样品和重复购买,也带来了便利。
预计北美将在预测期内占据最大的市场份额。成熟的健康文化、较高的膳食补充剂人均支出以及先进的零售基础设施,有力地支持了水溶性和粉状配方的市场渗透。该地区受益于成熟的契约製造、严格的品质标准以及广泛的第三方认证,这些因素让消费者和零售商都感到安心。强劲的电商、医疗保健专业人士的认可以及对运动营养的需求进一步巩固了其作为品类领导者的地位,并刺激了创新。此外,对运动营养的需求和人口老化预计将维持高端配方的成长动能。
预计亚太地区将在预测期内实现最高的复合年增长率。快速的都市化、不断增长的可支配收入以及年轻一代日益增强的健康意识,正在加速粉状和水溶性补充剂的普及。本土製造商正在创新独特的植物成分和风味,而电商平台和现代贸易管道则使其能够广泛分销,即使在二线城市也能实现。监管改革和供应链基础设施的改善正在降低进入门槛,随着国内品质标准的提高,跨境出口也不断扩大。此外,策略伙伴关係、价格实惠的单份包装以及针对千禧世代消费者的行销策略,都可能推动这类产品的普及。
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.