Summary

Overview
The China and Hong Kong postbiotic food supplement market recorded a value of US$ 584.12 thousands in 2023 and is expected to reach a value of US$ 881.82 thousands in 2027, growing at a CAGR of 10.9% during the forecast period (2024-2027).
The most significant trend driving the market is the rising consumer awareness about health and wellness. With the growing emphasis on preventive healthcare, more consumers are looking for supplements that can enhance their overall well-being. Postbiotics, known for their benefits in improving gut health, boosting immunity, and reducing inflammation, are gaining traction among health-conscious consumers.
In February 2023, the first group standard for postbiotics in China, Probiotic Lactic Acid Bacteria Postbiotics, was officially released and implemented. It sets a regulatory framework, ensuring product quality and safety, thus boosting consumer confidence. This move is expected to drive innovation and expansion in the postbiotic sector, meeting the growing demand for advanced gut health solutions.
Additionally, in January 2024, China Nutrition and Health Food Association (CNHFA) took decision to draft industry standards for quantifying postbiotics or inactivated cells and is rallying industry players and the public to take part in the drafting process. This move ensures higher quality and consistency, fostering consumer trust and promoting scientific validation. It highlights the growing recognition of postbiotics' health benefits and encourages innovation and regulatory compliance in the industry.
Drivers
Raising Awareness about the Benefits of Postbiotics
As consumers become increasingly educated about the advantages of postbiotics, demand for these products is set to rise significantly. This heightened awareness stems from extensive marketing campaigns and educational initiatives that emphasize the health benefits of postbiotics, such as improved gut health, enhanced immune response, and reduced inflammation. These efforts are crucial in transforming consumer behaviour and preferences, leading to greater adoption of postbiotic supplements.
Postbiotics, which are the bioactive compounds produced by probiotic bacteria during fermentation, offer numerous health benefits without the need for live bacteria. This makes them a stable and reliable option for enhancing gut health, which is a major concern for many consumers. As awareness of these benefits grows, more people are turning to postbiotic supplements as a preventive health measure, driving market demand​.
Athletes and fitness enthusiasts are increasingly aware of the importance of gut health for overall performance and recovery. Postbiotics are being incorporated into sports nutrition products to aid in digestion and nutrient absorption, providing an edge in physical performance and recovery times. This sector's growth is further fuelled by targeted marketing campaigns that highlight the specific benefits of postbiotics for athletes, thereby broadening the consumer base​.
A Growing Elderly Population
The elderly are particularly vulnerable to digestive issues, which can lead to a decreased quality of life. Postbiotics, which are bioactive compounds produced during the fermentation of probiotics, offer a solution to these problems by promoting a healthy gut microbiome. This, in turn, improves nutrient absorption and overall digestive health, which are crucial for the elderly population. As awareness of these benefits spreads, more seniors and their caregivers are turning to postbiotic supplements, fuelling market demand​.
Furthermore, the immune-boosting properties of postbiotics are highly beneficial for the elderly, who often have compromised immune systems. Postbiotics like butyrate, a short-chain fatty acid, can stimulate the production of regulatory T cells in your intestine. Those cells help control the magnitude of body’s immune response. This aspect is particularly important in regions like China and Hong Kong, where maintaining health and preventing disease is a priority for the aging population.
According to the World Health Organization, by 2019, China had 254 million older people aged 60 and over, and 176 million older people aged 65 and over. By 2040, it is estimated that 402 million people, or 28% of the total population, will be over the age of 60. This demographic shift underscores the growing need for healthcare and support services for the aging population.
As the population ages, there is a corresponding increase in health issues related to aging, such as weakened immune systems, digestive problems, and chronic diseases. This demographic shift creates a substantial demand for health supplements that can mitigate these age-related health concerns. Postbiotics, known for their ability to enhance gut health, boost immunity, and reduce inflammation, are becoming increasingly popular among the elderly, thereby driving market growth.
Restraints
High Competition from Well-Established Probiotics and Prebiotics
Probiotics and prebiotics have been popular in the health supplement market for years, with a strong consumer base and extensive scientific backing. This established market presence creates a challenging environment for postbiotics, which are relatively new and less familiar to consumers. Both China and Hong Kong have rigorous standards for dietary supplements, including postbiotics. These standards involve comprehensive safety and efficacy evaluations that can be time-consuming and costly.
The approval process often involves multiple stages, including pre-market approval, quality control checks, and post-market surveillance. Each stage requires detailed documentation and testing, which can delay product launch. The market for probiotics and prebiotics is saturated with a wide variety of products, from supplements to fortified foods and beverages. This extensive range of options provides consumers with multiple ways to incorporate these beneficial bacteria into their diets.
In contrast, postbiotics are still developing a diverse product portfolio. The limited availability of postbiotic products compared to the extensive selection of probiotics and prebiotics means that consumers have fewer opportunities to try and adopt postbiotics, thus restraining market growth​​.
Segment Analysis
The China + Hongkong postbiotics food supplements market is segmented based on type, product, application, and distribution channel.
Demand for Digestive Health in the Postbiotic Supplements Market in China and Hong Kong
The demand for postbiotic supplements targeting digestive health is on the rise in China, driven by growing consumer awareness of gut health's role in overall well-being. In recent years, digestive health has become a major focus for Chinese consumers, especially in urban areas where diet and lifestyle changes have increased digestive issues.
According to a 2023 report by Mintel, about 60% of Chinese consumers express a strong interest in functional foods and supplements that promote digestive health, reflecting a significant market opportunity. The increasing prevalence of gastrointestinal problems, such as bloating and indigestion, has led to a surge in demand for postbiotic supplements. These supplements, which contain metabolites produced by probiotics, are becoming popular as they are perceived to enhance gut health more effectively than traditional probiotics.
In Hong Kong, the market for postbiotic supplements focusing on digestive health is also growing, fueled by similar consumer health trends. A 2022 survey by Nielsen found that approximately 55% of Hong Kong consumers are actively looking for supplements that support digestive health, marking a shift towards proactive health management. The busy lifestyle in Hong Kong, coupled with a high-stress environment and a diet often high in processed foods, has led to increased demand for digestive health products.
Postbiotic supplements, in particular, are gaining traction because of their stability and longer shelf life compared to probiotics, making them a convenient choice for consumers. The market growth is further supported by an increase in retail distribution channels and e-commerce, which has made these products more accessible to a wider audience.
Sustainability Analysis
In China, the postbiotic supplements market is increasingly focused on sustainability as consumer awareness around environmental issues grows. A 2023 report from Euromonitor International reveals that nearly 48% of Chinese consumers prioritize sustainability when purchasing health supplements, including postbiotics. This trend has led companies to adopt more eco-friendly practices, such as sourcing ingredients sustainably, minimizing plastic use, and opting for biodegradable or recyclable packaging.
Sustainability is also becoming a significant factor in the postbiotic supplements market in Hong Kong. According to a 2022 survey by Nielsen, 42% of consumers in Hong Kong prefer to buy supplements from brands with strong commitments to eco-friendly practices. This shift has prompted both local and international companies to enhance their sustainability initiatives, such as adopting greener packaging options and reducing waste in production.
Additionally, government actions to encourage sustainability, including stricter packaging regulations and incentives for green manufacturing, are pushing companies to improve their environmental practices. Consequently, brands that emphasize sustainability are gaining an advantage in Hong Kong’s market, appealing to an increasing number of eco-conscious consumers.
Unmet Needs
The market is poised to grow during the forecast years, yet there are many unmet needs. One major issue is the lack of consumer education and awareness. A 2023 survey by Statista found that only around 25% of Chinese consumers are familiar with the term "postbiotic" and understand its unique benefits compared to probiotics. This low level of awareness is hindering market expansion, as many consumers do not yet recognize how postbiotics can enhance gut health and overall wellness.
Additionally, there is a limited selection of products designed for specific health concerns, such as immunity or digestive support, which could attract more targeted consumer groups. The market also suffers from unclear labelling and a lack of standardized information about the benefits of different postbiotic strains, leading to consumer confusion and reluctance to purchase.
In Hong Kong, the postbiotic supplements market faces similar challenges. A 2022 report by Nielsen revealed that 38% of consumers feel there is not enough information available to help them make informed choices about postbiotic supplements. This knowledge gap, coupled with a limited range of products tailored to specific health needs, is slowing consumer adoption. Additionally, the high cost of premium postbiotic supplements remains a barrier for many potential customers, especially in a market where price sensitivity is a significant concern.
Only 30% of consumers surveyed expressed a willingness to pay more for these products, highlighting the need for more affordable options that still offer high quality and efficacy. Addressing these unmet needs by enhancing consumer education, expanding product variety, and offering cost-effective alternatives could greatly boost market growth in both China and Hong Kong.
By Type
Short-Chain Fatty Acids
Lipopolysaccharides
Exopolysaccharides
Enzymes
Cell Wall Fragments
Others
By Product
Liquid Postbiotics
Powder Postbiotics
Capsule/Tablet Postbiotics
Others
By Application
Digestive Health
Immune Support
Skin Health
Weight Management
Sports Nutrition
Mental Health
Others
By Distribution Channels
Supermarkets/Hypermarkets
Pharmacies and Drug Stores
Convenience Stores
Online Retailers
Others
Key Developments
In February 2023, the first group standard for postbiotics in China, Probiotic Lactic Acid Bacteria Postbiotics, had officially released and implemented.
In April 2024, in FIC2023 held at Shanghai National Exhibition and Convention Center, Cargill launched a series of innovative products and solutions designed to meet the evolving needs of the health and wellness market. Among the highlights were EpiCor, a unique postbiotic ingredient that supports immune and gut health; Truvia, a natural, zero-calorie sweetener derived from stevia, catering to the growing demand for healthier sugar alternatives; and Proliv, a functional ingredient aimed at enhancing liver health.
Why Purchase the Report?
To visualize the China + Hong Kong postbiotics food supplements market segmentation based on type, product, application, and distribution channel, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of China + Hong Kong postbiotics food supplements market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.
The China and Hong Kong postbiotics food supplements report would provide approximately 12 tables, 31 figures and 209 pages.
Target Audience 2024
Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

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Table of Contents

1. Methodology and Scope
1.1. Research Methodology
1.2. Research Objective and Scope of the Report
2. Definition and Overview
3. Executive Summary
3.1. Snippet by Product
3.2. Snippet by Application
3.3. Snippet by Distribution Channel
3.4. Snippet by Type
4. Dynamics
4.1. Impacting Factors
4.1.1. Drivers
4.1.1.1. Raising Awareness about the Benefits of Postbiotics
4.1.1.2. A Growing Elderly Population
4.1.2. Restraints
4.1.2.1. High Competition from Well-Established Probiotics and Prebiotics
4.1.3. Opportunity
4.1.4. Impact Analysis
5. Industry Analysis
5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. DMI Opinion
6. COVID-19 Analysis
6.1. Analysis of COVID-19
6.1.1. Scenario Before COVID
6.1.2. Scenario During COVID
6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion
7. By Product
7.1. Introduction
7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Product
7.1.2. Market Attractiveness Index, By Product
7.2. Liquid Postbiotics*
7.2.1. Introduction
7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Powder Postbiotics
7.4. Capsule/Tablet Postbiotics
7.5. Others
8. By Application
8.1. Introduction
8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
8.1.2. Market Attractiveness Index, By Application
8.2. Digestive Health*
8.2.1. Introduction
8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Immune Support
8.4. Skin Health
8.5. Weight Management
8.6. Sports Nutrition
8.7. Mental Health
8.8. Others
9. Distribution Channel
9.1. Introduction
9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Distribution Channel
9.1.2. Market Attractiveness Index, By Distribution Channel
9.2. Supermarkets/Hypermarkets*
9.2.1. Introduction
9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Pharmacies and Drug Stores
9.4. Convenience Stores
9.5. Online Retailers
9.6. Others
10. Type
10.1. Introduction
10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
10.1.2. Market Attractiveness Index, By Type
10.2. Short-chain fatty acids*
10.2.1. Introduction
10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Lipopolysaccharides
10.4. Exopolysaccharides
10.5. Enzymes
10.6. Cell Wall Fragments
10.7. Others
11. Sustainability Analysis
11.1. Environmental Analysis
11.2. Economic Analysis
11.3. Governance Analysis
12. Competitive Landscape
12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis
13. Appendix
13.1. About Us and Services
13.2. Contact Us