China Gut Health Management Market Report 2021
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Report Summary
“Gut health will evolve to be more than simply preventing physical health issues from happening in consumers’ current life stage. For mass market consumers, especially the early middle-aged, they will have a long-term goal to achieve healthy ageing. For gut issue sufferers, this will include leading a better lifestyle but also healing important parts of the body-signalling process. Future opportunities lie in marketing education on age management through gut health, highlighting probiotics’ holistic benefits to tackle lifestyle causes of gut issues, as well as playing a ‘minus’ game that eliminates ingredients that could potentially damage the gut mucus membrane.”
This Report looks at the following areas:
- Market factors influencing the gut health industry
- Marketing strategies to watch
- New product innovations to watch
- Incidence and the underlying causes of gut issues
- Current usage and future interests in gut health management products
- Attitudes towards probiotics
Table of Contents
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Overview
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- Key issues covered in this Report
- Products covered in this Report
- Products/services excluded
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Executive Summary
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- The market
- Economic hardship has limited impact on gut health market players
- Healthy ageing drives demand for gut health management solutions
- Company strategies and innovations
- Marketing highlight
- Product innovation highlight
- The consumer
- Rising awareness of gut-skin link
- Figure 1: Percentage incidence of gut health issues, 2020, 2021
- Root cause of gut issues lies in various lifestyle factors
- Figure 2: Causes of gut health issues, China, 2021
- Supplements, functional foods and sugar reduction is about to take off
- Figure 3: Methods that improved gut health, China, 2021
- Topical, natural and fermented products are emerging
- Figure 4: Gut health product usage, China, 2021
- Rising awareness of probiotics’ holistic functions beyond mere immunity
- Figure 5: Awareness of probiotics functions, China, 2021
- Probiotics’ product flavours and multiple strains win over brand
- Figure 6: Select attitudes towards probiotics, China, 2021
- What we think
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Issues and Insights
- Gut health fits into a solution for healthy ageing
- The facts
- The implications
- Figure 7: Examples of gut health products integrated with age management benefits, China, 2020-21
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- Figure 8: Nestinity by Nestlé, China, 2021
- Differentiating probiotics via clever education on multiple strains and their functions
- The facts
- The implications
- Figure 9: Bear Classmate’s probiotic dietary supplements, China, 2021
- Figure 10: Examples of products featuring specific emotional wellness functions, China and Japan, 2019-20
- Tap into the interest in gut-healing diet
- The facts
- The implications
- Figure 11: Examples of brands using gut healing dietary concept, China and US, 2020-21
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- Figure 12: Examples of high fibre products for people with acute gut issues, China and Australia, 2020-21
- Gut health fits into a solution for healthy ageing
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Market Factors
- Economic hardship has limited impact on market players
- Figure 13: Financial confidence: proportion of those who are ‘very/somewhat/a little bit’ confident, 2019-21
- Ageing drives gut health management solutions
- Figure 14: Population structure, by age, China, 1982-2020
- Government support drives industry evolution – holistic management becomes important
- eCommerce accelerates consumer reach for gut health supplements
- Economic hardship has limited impact on market players
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Marketing Activities
- Lifestyle marketing emerges in food and drink category
- Figure 15: Bright Dairy’s ‘7-day Improvement Plan’ yogurt drink, China, 2021
- Figure 16: Helga’s ‘14-day gut health challenge’, Australia, 2021
- ‘Nickname’ marketing approach emerges in dietary supplement category
- Figure 17: Wonderlab’s probiotic products, China, 2020-21
- Global and regional OTC brands are exploring further avenues to connection
- Figure 18: Numan’s acid reflux treatment plan, UK, 2021
- Lifestyle marketing emerges in food and drink category
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New Product Trends
- Category highlight
- Figure 19: Share of food*, drink, supplements, beauty and personal care launches with functional claims related to gut health**, China, 2018-21
- “Microbiome” concept grows in skin care
- Figure 20: Top five food*, drink, supplement and oral hygiene category launches with the microbiome-related claims**, China, 2018-21 (moving annual)
- Figure 21: Examples of probiotic-formulated BPC products that highlight the efficacy of probiotics, global, 2020-21
- Health claims highlight
- Looking beyond digestion to cover healthy ageing benefits
- Figure 22: Top 10 food*, drink and supplement launches with gut health benefits**, China, 2018-21 (moving annual)
- Figure 23: Examples of sports nutrition products featuring gut health benefits, China and US, 2019-20
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- Figure 24: Examples of yogurt added with anti-ageing and eye health-improving benefits, China, 2021
- Make fibre claim as interesting as sugar and calorie reduction
- Figure 25: Select “plus” and “minus” claims in food*, drink and supplement launches with high/added fibre claim, China, 2018-21 (moving annual)
- Figure 26: Examples of products that highlight fibre’s blood sugar suppressant and low calories attributes, China, 2021
- Gut health claims become popular in free-from products
- Figure 27: Selected functional claims in food*, drink and supplement launches with** and without free-form claims, China, 2018-21
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- Figure 28: Examples of free-from claimed products that highlight the benefits of gut healing, China and overseas, 2020-21
- Ingredient highlight
- Use fermented ingredients or fermentation process to fast track into gut health market
- Figure 29: Top five functional claims in food* and drink launches which mentions “ferment” on packaging, China, 2018-21
- Figure 30: Examples of drinks that use fermentation, China and Overseas, 2020-21
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- Figure 31: Examples of products using fermentation technique, Overseas, 2020-21
- Opportunity to reinforce gut-brain axis through stress-relief and sleep-improving probiotics
- Figure 32: Selected functional claims in food*, drink and supplement launches with a probiotic claim, China, APAC, 2018-21 (moving annual)
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- Figure 33: Examples of products that highlight probiotics’ sleep and stress relief benefits, Japan, 2020
- Category highlight
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Gut Health Issues
- Rising incidence of skin problems besides popular lower digestive tract issues
- Figure 34: Rankings of gut health issues, China, 2020, 2021
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- Figure 35: Percentage incidence of gut health issues, 2020, 2021
- Women have well-rounded awareness of gut health issues
- Figure 36: Select gut health issues, by gender, China, 2021
- Rising incidence of skin problems besides popular lower digestive tract issues
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Causes of Gut Health Issues
- Root cause of gut issues lies in various lifestyle factors
- Figure 37: Causes of gut health issues, China, 2021
- Young people are savvier about lifestyle causes
- Figure 38: Select causes of gut health issues, by age, China, 2021
- Root cause of gut issues lies in various lifestyle factors
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Methods that Improved Gut Health
- Supplements, functional foods and sugar reduction are about to take off
- Figure 39: Methods that improved gut health, China, 2021
- Fermented foods attract parents with older children
- Figure 40: Future interest in fermented food*, by age of children under 18 in household, China, 2021
- High fibre diet can attract heartburn and gastric ulcer sufferers
- Figure 41: Select methods that improve gut health issues – have used and effective, by select gut health issues, China, 2021
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- Figure 42: Future interest in eating high fibre foods*, by select gut health issues, China, 2021
- Supplements, functional foods and sugar reduction are about to take off
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Gut Health Product Usage
- Topical, natural and fermented products are emerging
- Figure 43: Gut health product usage, China, 2021
- Renewed perception of fruit vinegar
- A gut health supplement suitable for everyday usage
- Figure 44: Select gut health product usage – have not tried but are interested in trying, by select attitude towards gut health products, China, 2021
- Potential to add on mood-digestive health benefit
- Figure 45: Select gut health product usage – have not tried but are interested in trying, by select attitude towards emotional wellbeing, China, 2021
- Patented tech will attract consumer usage of probiotic supplements
- Figure 46: Select gut health product usage – have not tried but are interested in trying, by select attitude towards gut health products, China, 2021
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- Figure 47: Select gut health product usage – have not tried but are interested in trying, by select gut health issues, China, 2021
- Topical, natural and fermented products are emerging
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Attitudes towards Probiotics
- Rising awareness of holistic functions
- Figure 48: Awareness of probiotics functions, China, 2021
- Various flavours and multiple strains win over brand
- Figure 49: Select attitudes towards probiotics, China, 2021
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- Figure 50: Select attitude towards probiotics, by select awareness of probiotics functions, China, 2021
- Food and drink brands to attract sleep-improving seekers
- Figure 51: Select attitude towards probiotics, by select gut health product usage – have not tried but are interested in trying, China, 2021
- Supplement brands to attract future users through highlighting gut-brain axis
- Figure 52: Attitude towards gut health products, by select gut health product usage – have not tried but are interested in trying, China, 2021
- Figure 53: Select attitude towards probiotics, by select awareness of probiotics functions, China, 2021
- Rising awareness of holistic functions
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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