Table of Contents
Executive Summary
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- The consumer
- Health status
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- Figure 1: Sub-health problems, March 2015
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- Figure 2: Repertoire of sub-health problems, March 2015
- Most important thing in a healthy lifestyle
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- Figure 3: Important factors that contribute to a healthy lifestyle, March 2015
- Views on healthy food
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- Figure 4: Perceived features of a healthy food product, March 2015
- Information sources for health advice
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- Figure 5: Information channels that people find helpful when looking for health advice, March 2015
- Interest in health-related apps and wearable devices
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- Figure 6: Interest in healthcare-related apps and wearable devices, March 2015
- Attitudes towards health and wellness
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- Figure 7: Selected consumer attitudes towards health and wellness, March 2015
- Key issues
- Scope for product innovations targeting consumers who have poor eyesight
- The future of wearable devices depends on how its role may extend beyond a health tracker
- How to build natural perception to appeal to Chinese consumers
- How to target different consumer groups in terms of food and drink
- What we think
Issues and Insights
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- Scope for product innovations targeting consumers who have poor eyesight
- The facts
- The implications
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- Figure 8: Proportion of students who have myopia, by study grade, 2000-10
- Figure 9: New food and beverage products with “eye health” claim, by product category, 2012-14
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- Figure 10: Share of food and beverage launches with blueberry ingredient in total food and beverage launches in China, by category, 2014
- Figure 11: Example of product with obvious claim, 2011
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- Figure 12: Example of product with strong visual impact, 2012
- The future of wearable devices depends on how its role may extend beyond a health tracker
- The facts
- The implications
- How to build natural perception to appeal to Chinese consumers
- The facts
- The implications
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- Figure 13: Examples of products with free-from claims and no additive claims, China, 2014-15
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- Figure 14: Examples of products with plant packaging materials, Vietnam and Belgium, 2013-14
- How to target different consumer groups in terms of food and drink
- The facts
- The implications
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- Figure 15: Selected consumer attitudes towards health and wellness, March 2015
- Figure 16: Consumer segmentation, by consumer attitudes towards healthy eating, March 2015
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- Figure 17: Acai/Fruits of the forest, 2014
Trend Application
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- Prove It
- Life Hacking
- The Big Issue
The Consumer –Health Conditions
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- Key points
- Less than 15% of respondents think they are healthy
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- Figure 18: Health conditions, November 2012 and march 2015
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- Figure 19: Consumers who do not have sub-health issues, by city tier, November 2012 and march 2015
- Poor eyesight is the top sub-health issue for consumers
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- Figure 20: Sub-health problems, March 2015
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- Figure 21: Ownership of technology products, March 2015
- Three “highs” is not an aging-associated health problem now
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- Figure 22: Selected sub-health problem, by gender and age, March 2015
- More than half suffer from multiple sub-health problems
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- Figure 23: Repertoire of sub-health problems, March 2015
- Stress is still the leading cause of sub-health
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- Figure 24: Selected sub-health problems, by personal monthly income, March 2015
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- Figure 25: Selected sub-health problems, by marital status, March 2015
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- Figure 26: Examples of products with stress reduction benefits, Japan and Malaysia, 2013-15
The Consumer – Important Factors that Contribute to a Healthy Lifestyle
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- Key points
- Doing regular exercise has become the most important factor to healthy lifestyles
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- Figure 27: Important factors that contribute to a healthy lifestyle, March 2015
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- Figure 28: Respondents who agree doing regular exercise is the most important factor to healthy lifestyles, by gender, January 2014 and March 2015
- People of different income levels do things differently
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- Figure 29: Important factors that contribute to a healthy lifestyle, by monthly personal income, March 2015
- Even people who have sub-health problems have somewhat ignored the importance of medical check-ups
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- Figure 30: Selected important factors that contribute to a healthy lifestyle, by sub-health problems, March 2015
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- Figure 31: Respondents who agree having regular medical check-ups is the most important factor to healthy lifestyles, by gender and age, January 2014 and March 2015
- There is an opportunity for the development of wearable devices
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- Figure 32: Selected important factors that contribute to a healthy lifestyle, by whether have wearable devices, March 2015
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- Figure 33: Repertoire of sub-health problems, by whether have wearable devices, March 2015
The Consumer – Important Factors for a Healthy Food Product
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- Key points
- Natural ingredients and healthier processing methods are considered as the top two important factors in healthy food
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- Figure 34: Perceived features of a healthy food product, March 2015
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- Figure 35: Examples of products with “natural” packaging, US, Italy and UK 2014-15
- Reducing calories or sugar no longer stands out
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- Figure 36: Examples of “good” sugars, India, Canada and Sweden, 2013-14
- High earners show a stronger interest in pursuing organic food, while coarse grain would appeal to low income families
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- Figure 37: Selected factors determining healthy food product, by monthly personal income, March 2015
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- Figure 38: Examples of products with multiple healthy benefits, China, 2015
- Older consumers are more likely to worry about GMO problem
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- Figure 39: Selected factors determining healthy food product, by gender and age, March 2015
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- Figure 40: Share of sauces and seasoning launches with “gmo-free” claim in total sauces and seasoning launches, China, 2010-14
The Consumer – Information Channels for Health Advice
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- Key points
- TV and health-related websites are perceived to be the most helpful despite reading from multiple information sources
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- Figure 41: Information channels that people find helpful when looking for health advice, March 2015
- Information channel differ across ages
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- Figure 42: Information channels for heathy lifestyle, by age, March 2015
- Opportunities to promote health supplements
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- Figure 43: Information channels for heathy lifestyle, by factors that contribute to a healthy lifestyle, March 2015
The Consumer – Interest in Health-related Apps and Wearable Devices
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- Key points
- The penetration of health-related apps and wearable devices is still low
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- Figure 44: Interest in healthcare-related apps, March 2015
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- Figure 45: Interest in wearable devices, March 2015
- More people want to use mobile/tablet app to track activity level rather than a wearable device
- 20-29-year-old consumers and high earners should be the first target of health-related apps and wearable devices
The Consumer – Attitudes towards Health and Wellness
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- Key points
- Consumer understanding of being healthy evolves with time
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- Figure 46: Selected consumer attitudes towards health and wellness, March 2015
- Consumers tend to have different opinions in terms of eating healthily
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- Figure 47: Selected consumer attitudes towards health and wellness, March 2015
- Over half of consumers admit it is difficult to give up junk food, but they also think health comes before taste
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- Figure 48: Selected consumer attitudes towards health and wellness, March 2015
- People are more likely to believe recommendations from family/friends
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- Figure 49: Selected consumer attitudes towards health and wellness, March 2015
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 50: Demographic profile of Mintroplitans vs Non-Mintropolitans, by gender, age and personal income
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- Figure 51: Demographic profile of Mintroplitans vs Non-Mintropolitans, by marital status, city tier and education level
- Mintropolitans are more likely to have multiple sub-health problems…
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- Figure 52: Repertoire of sub-health problems, by consumer classification, March 2015
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- Figure 53: Health conditions, by consumer classification, March 2015
- …and the Mintropolitans are more likely to rely on health supplements and medical check-ups to maintain health
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- Figure 54: Important factors that contribute to a healthy lifestyle, by consumer classification, March 2015
- Mintropolitans show more preferences for organic and fortified ingredients
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- Figure 55: Factors Determining Healthy Food Product, by consumer classification, March 2015
- Mintropolitans are the pioneers of health-related apps and wearable devices…
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- Figure 56: Healthcare-related apps and wearable devices that people already in use, by consumer classification, March 2015
- …and they tend to have different attitudes in terms of health and wellness
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- Figure 57: Consumer agreement towards health and wellness, by consumer classification, March 2015
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- Figure 58: Consumer disagreement towards health and wellness, by consumer classification, March 2015
- Significantly more reliance on digital media for health advice
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- Figure 59: Information channels that people find helpful when looking for health advice, by consumer classification, March 2015
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