Table of Contents
Executive Summary
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- Key takeaways
- The market
- Healthcare gaining share of spending
- Highlights of China health trends
- Trends in health-related claims by categories
- Food and drink
- Beauty and personal care
- The consumer
- Rising awareness of being overweight alongside prevalent eye/digestive/sleep/back pain issues
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- Figure 2: Percentage incidence of health issues, China, 2017 vs 2019 vs 2021
- Short video platforms become important in the health learning journey
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- Figure 3: Health information channels, China, December 2020
- Different channels have unique advantages and disadvantages
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- Figure 4: Perceptions of health information channels, China, December 2020
- Spending time with family and friends emerges as a key theme in emotional wellbeing
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- Figure 5: Changes in health behaviours, China, December 2020
- Education, convenient online services and good value-for-money are key to maintaining healthy lifestyles
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- Figure 6: Ways to maintain a healthy lifestyle, China, December 2020
- Emerging interest in ‘effortless’ healthy eating solutions in retail channels
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- Figure 7: Interest in food retail concepts, China, December 2020
- What we think
Issues and Insights
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- Leveraging short video platforms cleverly to communicate health information
- The facts
- The implications
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- Figure 8: Tian Tai Yi’s videos on Ding Xiang Doctor Douyin account, China, 2021
- Figure 9: Examples of content creators on Douyin delivering practical health information, China, 2021
- Helping consumers develop “effortless” healthy living habits
- The facts
- The implications
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- Figure 10: Examples of cross-category players leveraging “simplicity” narrative in their products, China, 2020
- Figure 11: Examples of healthy food aisles in offline and online retail space, China and overseas, 2020
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- Figure 12: Examples of nutritionist in-store guidance activities, overseas, 2020
- Reinforcing the importance of time with family and friends in emotional wellbeing
- The facts
- The implications
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- Figure 13: Strawberry Seeds music festival, China, 2019
- Figure 14: Examples of in-home products that promote family and friend bonding, China and overseas, 2019-2020
The Market
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- Healthcare gaining share of spending
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- Figure 15: Consumer expenditure (total and healthcare), China, 2016-20
- Highlights of trends in health in China
- Physical health
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- Figure 16: Ranking of health issues, China, 2017 vs 2019 vs 2021
- Mental health
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- Figure 17: Ways to de-stress, China, March-December 2020
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- Figure 18: Report on National Mental Health Development in China (2019-2020), China
- Social health
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- Figure 19: Ranking of life priorities, China, April-September 2020
- Trends in health-related claims by categories
- Food and drink
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- Figure 20: Health-related claim categories in new food and drink product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 21: Top five “minus” related health claims in new food and drink product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 22: “Plus” related claims in new food and drink product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 23: Top 10 functional claims in new food and drink product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 24: New food and drink launches with collagen ingredients, China, Mar 2018-Feb 2021 (moving annual)
- Beauty and personal care
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- Figure 25: Health-related claim categories in new beauty and personal care product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 26: Top 15 health-related claims* in new beauty and personal care product launches, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 27: New beauty and personal care product launches with the microbiome-related claims*, China, Mar 2018-Feb 2021 (moving annual)
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- Figure 28: New skin care product launches with a neck skin communication claim*, China, Mar 2018-Feb 2021 (moving annual)
The Consumer – What You Need to Know
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- Rising awareness of being overweight alongside prevalent sub-health issues
- Young people: early prevention and work-life balance
- High earners: multiple channels to seek out health advice
- Lower-tier cities: online healthcare and in-store guidance to streamline health decision-making process
Health Issues
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- Eyesight, digestive and sleeping issues continue to be top health issues
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- Figure 29: Ranking of health issues, China, 2017 vs 2019 vs 2021
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- Figure 30: Percentage incidence of health issues, 2017 vs 2019 vs 2021
- Poor eyesight, skin problems and anxiety are on young people’s watch list
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- Figure 31: Selected health issues, by age, China, December 2020
- High income consumers become warier of being overweight and respiratory problems
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- Figure 32: Selected health issues, by monthly personal income, China, December 2020
- Lower tier city consumers have increased incidence of ‘three highs’
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- Figure 33: Health issue – ‘three highs’, by city, China, December 2020
Changes in Health Behaviours
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- Family/friend bonding, learning health knowledge and healthy eating become popular in the wake of COVID-19
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- Figure 34: Changes in health behaviours, China, December 2020
- Connections with friends and family play crucial role in mental wellbeing
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- Figure 35: Self-evaluation of mental health, by changes in spending time with family/friends, China, December 2020
- Quanzhou consumers taking more action to reduce technology usage
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- Figure 36: Changes in reducing time spent on digital devices (more than before the outbreak), by city, China, December 2020
- Older consumers are actively adopting various healthy lifestyle practices
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- Figure 37: Changes in selected health behaviours (more than before the outbreak), by age, China, December 2020
- Supplements and health checks to target those with medical health issues
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- Figure 38: Selected changes in health behaviours (more than before the outbreak), by selected health issues, China, December 2020
Health Information Channels
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- Rising popularity of health apps while social media continues to be important
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- Figure 39: Top 5 ranking of health information channels consumers perceived as helpful when looking for health advice (2015) and health information channels consumers used (2021), China
- Short video platforms gaining traction
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- Figure 40: Health information channels, China, December 2020
- Information channels differ by age
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- Figure 41: Selected Health information channels, by age, China, December 2020
- High income consumers consider niche sources (magazines, offline lectures)
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- Figure 42: Selected health information channels, by monthly household income, China, December 2020
Perceptions of Health Information Channels
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- Different channels have unique advantages
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- Figure 43: Perceptions of health information Channels, China, December 2020
- “Easy to share” perceptions of health experts increased by combining health lectures and online communities
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- Figure 44: Selected perceptions of health professionals, by health information channels, China, December 2020
Ways to Maintain a Healthy Lifestyle
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- Education, convenient online services and good value-for-money are key
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- Figure 45: Ways to maintain a healthy lifestyle, China, December 2020
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- Figure 46: Ways to maintain a healthy lifestyle – TURF Analysis, China, December 2020
- Some lower tier city consumers go for online healthcare platforms
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- Figure 47: Ways to maintain a healthy lifestyle (powerful online health service platform), by city, China, December 2020
- 18-24 year olds are into good value-for-money healthy food
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- Figure 48: Ways to maintain a healthy lifestyle (good value-for-money healthy food), by exact age, China, December 2020
- Those who have emotional issues looking for fun fitness activities and flexible exercise plans
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- Figure 49: Selected ways to maintain a healthy lifestyle, by anxiety/depression as health issues, China, December 2020
- Health apps can expand touchpoints to optimise user experience
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- Figure 50: Consumers who used health-related apps as information channels, by selected ways to maintain a healthy lifestyle, China, December 2020
Interest in Food Retail Concepts
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- On-shelf features and nutrition information on receipts spark interest
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- Figure 51: Interest in food retail concepts, China, December 2020
- Knowledgeable consumers look for healthy food aisles
- Older middle-aged consumers show higher interest in healthy food promotion
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- Figure 52: Interest in more promotions for health food (first priority), by age, China, December 2020
- Some lower tier city consumers view nutritionist in-store guidance as higher priority
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- Figure 53: Interest in organising activities of providing shopping guidance by nutritionists (first priority), by city, China, December 2020
Meet the Mintropolitans
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- Rising attention to digestive, anxiety and respiratory problems compared to 2019
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- Figure 54: Ranking of health issues, by consumer classification, China, 2019 vs 2021
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- Figure 55: Health issues, by consumer classification, China, December 2020
- Early adopters of fitness services and equipment
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- Figure 56: Changes in health behaviours (more than before the outbreak), by consumer classification, China, December 2020
- Renewed perceptions on health professionals, health apps and magazines/books
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- Figure 57: Health information channels, by consumer classification, China, December 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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