To stay in good health, short-term quick fixes to combat illness are not enough for Chinese people. They are striving to feel healthy every day, in terms of mental and emotional wellness, eating right and exercising regularly. They have stronger demand for products and services that enable them to uplift their mood, relax and feel in control. Since food safety and environmental quality (eg water and air) remain the most alarming issues, Chinese consumers will choose safety-driven functions over added-value benefits. Consumers’ ultimate desire for naturalness encourages brands to communicate pure, untouched provenance through packaging and advertisements. An eco-friendly image and humanised behaviours that can be interpreted as truly caring can bring in consumer trust and loyalty. The essential differences between Western and Chinese dietary approaches are forcing brands in China to adapt to traditional medicine mind-set and localise their claims. Working out is the new necessity and brands that can make exercising easier, engaging and entertaining to consumers will form a stronger connection.

This Report looks into the trends and changes in Chinese consumers’ attitude towards health and wellness. This includes their self-perception on health status, key barriers and important factors to achieving a healthy lifestyle, elements contributing to a healthy diet, spending priorities on various products and activities, and their motivations for staying health.

This Report can help local and overseas brands understand how to interact with and attract the growing number of health-conscious Chinese consumers and find ways to strengthen the relationship with users to drive loyalty.