Table of Contents
Executive Summary
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- The consumer
- Enough sleep, regular exercises and balanced diet are most important for achieving a healthy lifestyle
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- Figure 1: Important factors that contribute to a healthy lifestyle, December 2013
- Consumers are moving into a healthy lifestyle in different ways
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- Figure 2: Changes in healthy living habits compared to one year ago, December 2013
- Food safety and environmental pollution lead to people’s top health concerns
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- Figure 3: Health conditions/risks concerning Chinese adults, December 2013
- Consumers seek both emotional and functional benefits from adopting healthy lifestyles
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- Figure 4: Main motivations leading to a healthy lifestyle, December 2013
- Healthy ingredients, sauces and way of cooking make the greatest contribution to a healthy menu
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- Figure 5: Views on healthy menu features, December 2013
- High level of consumer confidence in taking control of their health
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- Figure 6: Attitudes towards healthy lifestyles, December 2013
- Key issues
- What types of product/service innovations can give people relief from stress and sleep better?
- How can health and wellbeing brands work together to market healthy lifestyles to consumers?
- How can environmentally friendly products appeal to Chinese consumers?
- How can health and wellbeing companies adopt a targeted approach to reach the potential users?
- What we think
Issues and Insights
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- What types of product/service innovations can give people relief from stress and sleep better?
- The facts
- The implications
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- Figure 7: Food and beverage products featuring sleep-aiding claims, overseas markets, 2013-14
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- Figure 8: Household and personal care products featuring sleep-aiding claims, overseas markets, 2013-14
- How can health and wellbeing brands work together to market healthy lifestyles to consumers?
- The facts
- The implications
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- Figure 9: Example of different fitness brands co-operating in marketing communications, 2013-14
- How can environmentally friendly products appeal to Chinese consumers?
- The facts
- The implications
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- Figure 10: Proportion of new products with environmentally friendly claims, selected countries, January 2013-April 2014
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- Figure 11: Examples of new products with environmentally friendly claims, overseas markets, January 2013-April 2014
- How can health and wellbeing companies adopt a targeted approach to reach different consumer segments?
- The facts
- The implications
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- Figure 12: Example of premium health product featuring convenience, China, 2014
Trend Application
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- Trend: Help Me Help Myself
- Trend: Prove it
Health Threats to Today’s Urban Chinese
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- Key points
- Rapid urbanisation poses challenge to people’s health
- Rising “Illness of affluence” calls for more attention to be paid to balanced diets
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- Figure 13: Retail market volume consumption per capita (population), kg, China, 2008-13
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- Figure 14: New product claims, by category, China, 2013
- More exercises are required to battle against the rising obesity rate
- Growing demand for solutions to protect people against environmental pollutions
The Consumer – Important Factors that Contribute to a Healthy Lifestyle
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- Key points
- Enough sleep, regular exercises and balanced diet are most important factors to healthy lifestyles
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- Figure 15: Important factors that contribute to a healthy lifestyle, December 2013
- Variations across demographics call for targeted approaches in product development and communications
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- Figure 16: Important factors that contribute to a healthy lifestyle, “Getting enough sleep”, by gender, income and profession, December 2013
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- Figure 17: Important factors that contribute to a healthy lifestyle, “Doing regular exercises”, by gender and income, December 2013
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- Figure 18: Important factors that contribute to a healthy lifestyle, “Eating a balanced diet”, by gender, December 2013
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- Figure 19: Important factors that contribute to a healthy lifestyle, “Ensuring work/life balance”, by city tier, December 2013
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- Figure 20: Important factors that contribute to a healthy lifestyle, “Regular physical examination”, by gender, age and profession, December 2013
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- Figure 21: Important factors that contribute to a healthy lifestyle, by income and profession, December 2013
The Consumer – Changes in Healthy Living Habits Compared to One Year Ago
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- Key points
- Consumers are applying their health and wellbeing knowledge into practices
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- Figure 22: Changes in healthy living habits compared to one year ago, December 2013
- Spending power and lifestage both play a role in driving people into healthy living habits
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- Figure 23: Changes in healthy living habits compared to one year ago, by income, December 2013
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- Figure 24: Changes in healthy living habits compared to one year ago, by gender, marital status and presence of children, December 2013
The Consumer – Health Condition/Risks Concerning Chinese Adults
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- Key points
- Illnesses caused by food safety issues raise greatest concern
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- Figure 25: Health conditions/risks concerning Chinese adults, December 2013
- Women are more concerned about food issues
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- Figure 26: Health conditions/risks concerning Chinese adults, by gender, December 2013
- Young consumers worry more about issues brought by environmental pollution
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- Figure 27: Health conditions/risks concerning Chinese adults, by age, December 2013
- Opportunity for protecting the elders against chronic diseases
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- Figure 28: Health conditions/risks concerning Chinese adults, by age, December 2013
The Consumer – Main Motivations Leading to a Healthy Lifestyle
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- Key points
- Enjoyment of life is the ultimate goal for consumers to have a healthy lifestyle
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- Figure 29: Main motivations leading to a healthy lifestyle, December 2013
- Motivations differ across genders
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- Figure 30: Main motivations leading to a healthy lifestyle, by gender, December 2013
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- Figure 31: Example of health supplements targeting at specific gender groups, UK, 2013
- Opportunity for marketing healthy lifestyles to families with children
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- Figure 32: Main motivations leading to a healthy lifestyle, by marital status and presence of children, December 2013
The Consumer – Views on Healthy Menu Features
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- Key points
- Healthy ways of cooking, organic ingredients and fewer seasonings are most popular
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- Figure 33: Views on healthy menu features, December 2013
- Opportunity for introducing healthier sauces and seasonings
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- Figure 34: Examples of sauces and seasonings with functional health benefit claims, 2013-14
- Restaurants can leverage healthy food ingredients to target those with more spending power
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- Figure 35: Views on healthy menu features, by income, December 2013
The Consumer – Attitudes towards Healthy Lifestyles
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- Key points
- About four in five people think health is in their control
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- Figure 36: Attitude towards “I am confident that my health is in my control”, by demographics, December 2013
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- Figure 37: Attitudes towards healthy lifestyle, December 2013
- Consumers are moving towards more joyful exercising experiences
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- Figure 38: Attitudes towards healthy lifestyle, December 2013
- High price and lack of knowledge appear as barriers to increasing health supplements consumption
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- Figure 39: Attitudes towards health supplements, by demographics, December 2013
Consumer Segmentation
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- Key points
- Four types of health pursuers
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- Figure 40: Consumer segmentation, December 2013
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- Figure 41: Attitudes towards healthy lifestyles, by target groups, December 2013
Appendix – Important Factors that Contribute to a Healthy Lifestyle
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- Figure 42: Important factors that contribute to a healthy lifestyle, December 2013
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- Figure 43: Most popular important factors that contribute to a healthy lifestyle – Rank 1, by demographics, December 2013
- Figure 44: Next most popular important factors that contribute to a healthy lifestyle – Rank 1, by demographics, December 2013
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- Figure 45: Most popular important factors that contribute to a healthy lifestyle – Rank 2, by demographics, December 2013
- Figure 46: Next most popular important factors that contribute to a healthy lifestyle – Rank 2, by demographics, December 2013
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- Figure 47: Most popular important factors that contribute to a healthy lifestyle – Rank 3, by demographics, December 2013
- Figure 48: Next most popular important factors that contribute to a healthy lifestyle – Rank 3, by demographics, December 2013
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Appendix – Changes in Healthy Living Habits Compared to One Year Ago
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- Figure 49: Changes in healthy living habits compared to one year ago, December 2013
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- Figure 50: Changes in healthy living habits compared to one year ago – Exercising at a gym/fitness club, by demographics, December 2013
- Figure 51: Changes in healthy living habits compared to one year ago – Doing outdoor sports/exercises, by demographics, December 2013
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- Figure 52: Changes in healthy living habits compared to one year ago – Smoking, by demographics, December 2013
- Figure 53: Changes in healthy living habits compared to one year ago – Cutting out unhealthy foods, by demographics, December 2013
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- Figure 54: Changes in healthy living habits compared to one year ago – Cutting down on desserts and snacks, by demographics, December 2013
- Figure 55: Changes in healthy living habits compared to one year ago – Eating healthy foods, by demographics, December 2013
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- Figure 56: Changes in healthy living habits compared to one year ago – Buying environmentally friendly products, by demographics, December 2013
- Figure 57: Changes in healthy living habits compared to one year ago – Reducing the amount of overtime^, by demographics, December 2013
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- Figure 58: Changes in healthy living habits compared to one year ago – Eating out at restaurants that provide a healthier menu, by demographics, December 2013
- Figure 59: Changes in healthy living habits compared to one year ago – Cooking at home, by demographics, December 2013
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- Figure 60: Changes in healthy living habits compared to one year ago – Learning more about healthcare, by demographics, December 2013
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Appendix – Health Conditions/Risks
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- Figure 61: Health conditions/risks, December 2013
- Figure 62: Most popular health conditions/risks, by demographics, December 2013
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- Figure 63: Next most popular health conditions/risks, by demographics, December 2013
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Appendix – Main Motivations Leading to a Healthy Lifestyle
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- Figure 64: Main motivations leading to a healthy lifestyle, December 2013
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- Figure 65: Most popular main motivations leading to a healthy lifestyle, by demographics, December 2013
- Figure 66: Next most popular main motivations leading to a healthy lifestyle, by demographics, December 2013
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Appendix – Views on Healthy Menu Features
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- Figure 67: Views on healthy menu features, December 2013
- Figure 68: Most popular views on healthy menu features, by demographics, December 2013
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- Figure 69: Next most popular views on healthy menu features, by demographics, December 2013
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Appendix – Attitudes towards Healthy Lifestyle
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- Figure 70: Attitudes towards healthy lifestyle, December 2013
- Figure 71: Agreement with the statement ‘Restaurants offering a healthier menu are worth paying more to dine at’, by demographics, December 2013
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- Figure 72: Agreement with the statement ‘I would like to see different meal portion options offered at restaurants’, by demographics, December 2013
- Figure 73: Agreement with the statement ‘I would like to see more healthy food bundled with meals at dining channels’, by demographics, December 2013
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- Figure 74: Agreement with the statement ‘Restaurants should provide more detailed descriptions in the menu about their dishes’, by demographics, December 2013
- Figure 75: Agreement with the statement ‘Health supplements are currently overpriced’, by demographics, December 2013
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- Figure 76: Agreement with the statement ‘Health supplements are for those who have less time to look after their health’, by demographics, December 2013
- Figure 77: Agreement with the statement ‘Taking health supplements is a necessary way to maintain good health’, by demographics, December 2013
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- Figure 78: Agreement with the statement ‘It is more motivating to work out at gyms/fitness centres than doing exercise at home’, by demographics, December 2013
- Figure 79: Agreement with the statement ‘Doing outdoor exercise provides more joy than working out at home’, by demographics, December 2013
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- Figure 80: Agreement with the statement ‘Besides physical benefits, doing exercise can also help to improve mental attitude’, by demographics, December 2013
- Figure 81: Agreement with the statement ‘It is more worthwhile to spend time on career than on keeping fit’, by demographics, December 2013
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- Figure 82: Agreement with the statement ‘I am confident that my health is in my control’, by demographics, December 2013
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Appendix – Consumer Segmentation
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- Figure 83: Target groups, December 2013
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- Figure 84: Target groups, by demographics, December 2013
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- Figure 85: Important factors that contribute to a healthy lifestyle, by target groups, December 2013
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- Figure 86: Changes in healthy living habits compared to one year ago, by target groups, December 2013
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- Figure 87: Health conditions/risks, by target groups, December 2013
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- Figure 88: Main motivations leading to a healthy lifestyle, by target groups, December 2013
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- Figure 89: Views on healthy menu features, by target groups, December 2013
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- Figure 90: Attitudes towards healthy lifestyle, by target groups, December 2013
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