| Abstract: | 「健康」為全球最重要的食品消費趨勢，保健食品已成為台灣重要且極具發展潛力的產業。
根據保健食品目前的市值，每年大概有上千億的商機，而隨著人口老化，保健食品的市場趨勢會逐步上升，根據食品工業發展研究所的調查顯示，2019年全球保健食品市場規模達1000億美元，而據Transparency Market Research(提供全球商務調查報告及諮詢服務的市場調查公司)預估，到2021年，全球保健食品市場規模將達2000億美元。
有鑑於全球高齡化趨勢與東協國家市場崛起，估計全球機能性食品市場仍將大有可為。尤其在抗老化、抗疲勞、美白保濕、骨骼保健和體重管理類的保健食品將持續獲得青睞。
機能性保健食品產業包含：農業、漁業、林業及食品業，同時得運用到農業、生物及醫療等相關技術，才能開發符合時代趨勢、消費者健康需求、因應人口老化問題的產品。
本研究主要目的是在瞭解消費者購買機能性保健食品的消費行為特性，並探討保健食品消費者之人口統計變數與保健食品的購買需求、資訊來源、購買通路及購買決策之相關聯性。
動機：
1. 瞭解目前台灣是否老年人為保健食品需求較高的族群
2. 透過分析個案來討論某A產品也適合在哪一種通路販售
目的：
1. 從某A公司的產品進行分析後，為了能發現該產品是否還有其他通路可進行擴張，及瞭解其產品未來性與發展潛力。
方法：
1. 取得某A公司個案案例
2. 利用某A公司產品個案分析個案案例
3. 分析某A公司產品對於哪幾項效果較有明顯感受
4. 查看其幾項效果是否能夠在於那些方面在擴張
5. 進行討論
結果：
分為5大類:因免疫系統問題使用、因睡眠障礙使用、因筋骨疼痛使用、一般保養使用、其他各類症狀使用。其中免疫系統問題使用共14人。因睡眠障礙使用:共6人。筋骨疼痛使用:共8人。其他各類症狀使用:共34人。
以其他各類症狀使用最大宗。
結論：
根據參考文獻以及討論內容、個案分析表等等各項資料表示，台灣的人口逐漸老化，已經逼近超高齡化社會(老年人口占總人口20%)。而從某A產品的個案分析顯示，此產品的銷售對象多為老年族群，也瞭解了，老年族群屬於目前保健食品市場中需求量較高的族群。其他各類症狀使用者人數眾多，數量高達34人，佔總個案二分之一的數量，顯示了該產品效果不只侷限於單一效果，屬於多項效果的產品。
"Health" is the most important food consumption trend in the world, and health food has become an important and promising industry in Taiwan.
According to the current market value of health foods, there are about 100 billion business opportunities every year. As the population ages, the market trend of health foods will gradually increase. According to the survey of the Food Industry Development Research Institute, the global health food market has reached 1000 in 2019. Billions of dollars, according to Transparency Market Research (a market research company providing global business survey reports and consulting services), by 2021, the global health food market will reach 200 billion US dollars.
In view of the global aging trend and the rise of the ASEAN national market, it is estimated that the global functional food market will still have much to offer. Health foods such as anti-aging, anti-fatigue, whitening and moisturizing, bone care and weight management will continue to be favored.
The functional health food industry includes: agriculture, fisheries, forestry and food industries. At the same time, it must be applied to agriculture, biology and medical related technologies to develop products that meet the trend of the times, the health needs of consumers, and the ageing problem.
The main purpose of this study is to understand the consumer behavioral characteristics of consumers purchasing functional health foods, and to explore the correlation between the demographic variables of health food consumers and the purchase demand, information sources, purchase channels and purchasing decisions of health foods.
motivation:
1. Understand whether the elderly in Taiwan are currently in high demand for health foods.
2. Analyze the case to discuss which type of A product is also suitable for sale.
result: Divided into 5 categories: use due to immune system problems, use of sleep disorders, use of muscle and bone pain, general maintenance use, and other types of symptoms. Among them, 14 people were used for immune system problems. Use for sleep disorders: a total of 6 people. Use of muscle and bone pain: a total of 8 people. Other types of symptoms used: a total of 34 people. Use the largest number of other types of symptoms.
in conclusion: According to the references, discussion content, case analysis tables, etc., the population of Taiwan is gradually aging and has approached a super-aging society (the elderly population accounts for 20% of the total population). The case analysis from a certain A product shows that the sales target of this product is mostly the elderly group. It is also understood that the elderly population belongs to the group with high demand in the current health food market. The number of users of other types of symptoms is large, the number is up to 34, accounting for one-half of the total case, indicating that the product's effect is not limited to a single effect, it is a product with multiple effects. |
