China Managing Emotional Wellbeing Market Report 2023
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Report Summary
“Stress ranks as the top cause of emotional issue of Chinese consumers. The jobless, low-earners, young generations, solo-living consumers and new moms are seen as more vulnerable to mental issues. Consumers now are seeking for emotional wellbeing through more relaxing and accessible ways, such as de-stress leisure activities, going to temple, online mental diagnosis and treatment. Brands need to pay attention to the rising stresses from workplace and competition. Innovations focusing on brain enhancement, sleep aids and energy boosts functions, mood-boosting marketing campaigns, and education of the new concept of a healthy diet for mental wellbeing are able to appeal to the sophisticated consumers with holistic health consciousness.”
– Shannon Liu, Senior Research Analyst
Key issues covered in this Report
- Observation of key market trends and consumer attitude and behaviour in regard to managing emotional wellbeing.
- Innovative practices that can be inspirational for brands to develop either products or marketing communications in the future to resonate with consumers’ needs for managing emotional wellbeing.
- Track the changes in the emotional wellbeing of consumers when compared with the previous few years and analyse different situations among different demographics.
- Explore the causes of emotional issues and the impacts of those issues to identify the core solutions and functions brands need to focus on to enhance consumer’s emotional wellbeing.
- Discover the leisure/entertainment activities that can help consumers improve their emotional wellbeing.
- Discover the home appliances that can help consumers improve their emotional wellbeing.
- Decode future opportunities in terms of how brands/employers can cater to consumers’ mental healthcare needs at the workplace.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Stress is the primary cause leading to emotional issues and even depression
- The young generation seeks emotional wellbeing via a slow-living lifestyle
- Online diagnosis and treatment making mental therapy more accessible
- Healthy diet becoming a new way to enhance emotional wellbeing
- Companies and brands
- Marketing campaigns centring the trend Mood to Order
- Global market innovation trends and highlights
- Ashwagandha (Withania somnifera) to aid women’s health
- Nootropic-infused beverage to optimise cognitive performance
- Local market innovation highlights
- Non-ingested sleep aids have gained consumer preference
- Retailer creating ‘calming spaces’ to help people ‘switch off’
- The consumer
- Stress is the primary emotional issue
- Figure 1: Changes in emotional wellbeing, 2023
- Young people and solo consumers are more vulnerable to emotional issues
- Figure 2: Changes in emotional wellbeing, by age, lifestage and living status, 2023
- Financial stress and the health status of oneself and families are the major causes of emotional issues
- Figure 3: Causes of emotional issues, 2023
- Concentration, sleep issues and tiredness are main symptoms
- Figure 4: Impact of emotional issues, 2023
- Massage/spa, meditation and in-door fitness activities are the rising opportunities
- Figure 5: Attitude towards managing emotional wellbeing via leisure activities, 2023
- Flexible working hours enjoy the highest appreciation at workplace
- Figure 6: Employment mental health care needs, 2023
- Home fitness equipment, smart devices and massage chairs enjoy the highest consumer recognition
- Figure 7: Attitude towards Household goods for emotional wellbeing, 2023
- What we think
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Issues and Insights
- Educate consumers about the efficacy of diet management for enhancing emotional wellbeing
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- Figure 8: Rice bran oil by Jinlongyu, 2023
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- Figure 9: Florassist-probiotic and saffron blend by Life Extension, 2023
- Resonate with consumers for their work stresses and peer pressures
- Figure 10: iFLYHEAR by iFLYTEK, 2022
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- Figure 11: HOTOKI AI website page, 2023
- Figure 12: Starbuck’s first shared space coffee shop in Raffle City, Shanghai, 2021
- Personalised employee mental health care service is unmet demand
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- Figure 13: Employee card example featuring ‘real me ID’ from Lux Japan, 2023
- Educate consumers about the efficacy of diet management for enhancing emotional wellbeing
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Market Factors
- Stress-related emotional issues are prevalent among Chinese consumers
- Slow-living concept emerging amongst the young generation
- Online diagnosis and treatment making mental therapy more accessible
- Healthy diet becoming a new way to enhance emotional wellbeing
- Stress-related emotional issues are prevalent among Chinese consumers
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Marketing Activities
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- Explore creative events to lift people’s moods
- Playing a ‘sing rice cook pot’
- Figure 14: Xiaohongshu’s rice cooker singing bowl campaign, China, 2022
- A natural wellness lifestyle with yogurt and yoga
- Figure 15: Blueglass’ Yogurt & Yoga store, China, 2022
- Celebrate ordinary people doing extraordinary things
- Rise of silver online celebrities
- Figure 16: Three Thumbs Up’s livestreaming show, China, 2022
- Telling the inspirational stories of modern women
- Figure 17: Hersheys’ limited-edition chocolate bars for International Women’s Day, China, 2023
- Celebrating being single
- Figure 18: Luckin coffee’ campaign for Chinese Valentines’ Day (Qixi), China, 2022
- Position comfort food as necessities in life
- Crazy ice creams
- Figure 19: Warm cream cones and strawberry towers, China, 2022-23
- Innovate beyond taste
- Figure 20: Example of food and drink innovations with sensorial enjoyment, China, 2022
- Guiding product choice
- Figure 21: Miniso’s Double Eleven shopping festival campaign, China, 2022
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New Product Trends
- Global market innovation trends and highlights
- Innovations featuring stress/sleep functions are getting increasingly active
- Figure 22: Proportion of new food and drink and healthcare products with stress-relief claims, Global, 2018-23
- Plant-based, ethical and clean label claims are on the rise
- Figure 23: Top 10 and rising claims among new food and drink and healthcare products with stress-relief claims, Global, 2018-23
- Ashwagandha (Withania somnifera) to aid women’s health
- Figure 24: Selected functional ingredient penetration among new food and drink and healthcare products with stress-relief claims, Global, 2018-23
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- Figure 25: Freshly Moms’ product range featuring ashwagandha to support women’s health, US, 2023
- Nootropic-infused beverage to optimise cognitive performance
- Figure 26: Savvy Brain Boost’s product range designed to optimise cognitive performance, Australia, 2023
- Local market innovation highlights
- Tackling anxiety with natural ingredients is trendy in China
- Figure 27: Examples of stress-relieving products featuring natural plant based ingredients, China, 2023
- Taking a personalised approach to help people understand and manage mood status
- Figure 28: Music + Mind coffee series, China, 2023
- Non-ingested sleep aids have gained consumer preference
- Figure 29: Examples of non-ingested products offering stress/sleep functions, China, 2023
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- Figure 30: RITUAL’s first pop-up store, China, 2022
- Retailer creating ‘calming spaces’ to help people ‘switch off’
- Figure 31: Duozhuayu’s ‘small refuge’, China, 2022
- Global market innovation trends and highlights
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Changes in Emotional Wellbeing
- Stress is the major emotional issue
- Figure 32: Changes in emotional wellbeing, 2023
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- Figure 33: Total rate of experiencing emotional issues, 2020-23
- Young people and solo consumers are most bothered by emotional issues
- Figure 34: Changes in emotional wellbeing, by age, life-stage and living status, 2023
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- Figure 35: Causes of emotional issues, by key consumer groups, 2023
- Stress is the major emotional issue
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Causes of Emotional Issues
- Financial stress and the health status of one’s own and families are the main causes of emotional issues
- Figure 36: Causes of emotional issues, 2023
- Work and competition-related issues tend to have extensive impact on emotional wellbeing
- Figure 37: Changes in emotional wellbeing: more often, by selected causes, 2023
- Interpersonal relationship issues cause severe emotional problems
- Figure 38: Causes of emotional issues, by changes in emotional wellbeing, 2023
- Financial stress and the health status of one’s own and families are the main causes of emotional issues
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Impact of Emotional Issues
- Concentration, sleep issues and tiredness are main symptoms
- Figure 39: Impact of emotional issues, 2023
- High rates of multiple symptoms appearing together due to love relationships, job hunting and peer pressure issues
- Figure 40: Impact of emotional issues, by selected cause of emotional issues, 2023
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- Figure 41: Impact of emotional issues, by selected causes of emotional issues, 2023
- Concentration, sleep issues and tiredness are main symptoms
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Attitude towards Managing Emotional Issues via Leisure Activities
- Beauty services and in-door fitness activities are the rising opportunities
- Figure 42: Attitude towards managing emotional wellbeing via leisure activities, 2023
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- Figure 43: Attitude towards managing emotional wellbeing via leisure activities, 2023
- Massage/spa and meditation are seen as effective in soothing headaches/chest pains
- Figure 44: Attitude towards managing emotional wellbeing via selected leisure activities: have tried and find it effective, by symptoms of emotional issues, 2023
- Video games can deal with social phobia
- Figure 45: Attitude towards managing emotional wellbeing via selected leisure activities: have tried and find it effective, by symptoms of emotional issues, 2023
- Beauty services and in-door fitness activities are the rising opportunities
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Employment Mental Health Care Needs
- Flexible working hours enjoy the highest appreciation
- Figure 46: Employment mental health care needs, 2023
- Consumers from different company types vary in mental healthcare needs
- Figure 47: Employment mental health care needs, by company types, 2023
- Flexible working hours enjoy the highest appreciation
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Attitude towards Household Goods for Emotional Wellbeing
- Fitness and relaxing household goods enjoy the highest consumer recognition
- Figure 48: Attitude towards household goods for emotional wellbeing, 2023
- Young generations look for convenience, while the seniors need physical support
- Figure 49: Future purchase interest of household goods for emotional wellbeing, by age, 2023
- Fitness and relaxing household goods enjoy the highest consumer recognition
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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