Table of Contents
Executive Summary
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- The market
- Great potential in organic, all natural products and ‘reduced’ claims
- Categories closely associated with health-related claims
- The consumer
- New health product opportunities in eating and exercising areas
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- Figure 1: Rating of lifestyle aspects in terms of healthiness, January 2016
- Role of positive attitude, relaxation and control in a healthy lifestyle
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- Figure 2: Important factors for achieving a healthy lifestyle, January 2016
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- Figure 3: Barriers to achieving a healthy lifestyle, January 2016
- Safety beats added-value
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- Figure 4: Important factors to achieving a healthy diet, January 2016
- Eating well is critical to health improvement, while high earners are looking for more
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- Figure 5: Trends in spending on health-related products and services, January 2016
- Health-conscious consumers
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- Figure 6: Consumer segmentation based on their attitude towards health, January 2016
- Figure 7: Consumer attitudes towards health
- What we think
Issues and Insights
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- Evolving concept of fitness
- The facts
- The implications
- Working out 24/7
- The facts
- The implications
- Conveying product “naturalness” through story telling
- The facts
- The implications
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- Figure 8: Product example of Nongfu Spring natural mineral water
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- Figure 9: Product example of packaging communicating product origins
- Stepping up in the game of trust
- The facts
- The implications
- Big differences between Western and Chinese eating concepts
- The facts
- The implications
The Market – Health-related Claims in Food and Drink Categories
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- Organic and all natural products showing great potential
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- Figure 10: Top 15 health-related claims used in the global food and drink market, 2013-15
- Figure 11: Selected top health-related claims used in the global food and drink market, 2013-16 June
- Figure 12: Top 15 health-related claims used in Asia Pacific food and drink market, 2013-15
- Figure 13: Selected top health-related claims used in Asia Pacific food and drink market, 2013-16 June
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- Figure 14: Top 15 health-related claims used in Chinese food and drink market, from 2013-15
- Figure 15: Selected top health-related claims used in Chinese food and drink market, 2013-16 June
- Influence of health-related claims on categories
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- Figure 16: Top 10 categories seeing the most launches of products with health-related claims in the global market, from 2013-15
- Figure 17: Top 10 categories seeing the most launches of products with health-related claims in Asia Pacific market, from 2013-15
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- Figure 18: Top 10 categories seeing the most launches of products with health-related claims in China, from 2013-15
The Consumer – What You Need to Know
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- Singles feel the least healthy
- Healthy lifestyles rely on optimism to combat stress and helplessness
- Traditional dietary habits and ‘reduced claims’ are the norm
- Health market is dynamic with four types of consumers
Self-evaluation of Healthiness
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- Mental aspects perceived healthier
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- Figure 19: Rating of lifestyle aspects in terms of healthiness, January 2016
- New health product opportunities in eating and exercising areas
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- Figure 20: Product example of Go Player
- Figure 21: Rating of different lifestyle aspects as very or somewhat healthy, by gender, January 2016
- Tier two cities most stressed
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- Figure 22: Percentage of respondents who rate different lifestyle aspects as very healthy, by city, January 2016
- Big opportunity in singles
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- Figure 23: Product examples of “meal for one”
Healthy Lifestyle – Features and Barriers
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- Demand for positivity in life
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- Figure 24: Important factors for achieving a healthy lifestyle, January 2016
- Need more protection than basics
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- Figure 25: Barriers to achieving a healthy lifestyle, January 2016
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- Figure 26: Percentage of new food and drinks launches with natural claims in China, 2011-15
- Figure 27: Product examples of pollution-free products
- New ways of interpreting relaxation
- Feeling of being in control, the new emotional benefit for health products
- Work performance enhancement targeting younger males
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- Figure 28: Factors helping and preventing a healthy lifestyle, by gender, January 2016
- Figure 29: Product examples of work performance enhancement
- Life enrichment appealing to 25-29 females
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- Figure 30: Product examples of household care products with fragrance
Healthy Diet
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- Organic food becomes a top-seeking safety guarantee
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- Figure 31: Important factors to achieving a healthy diet, January 2016
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- Figure 32: Percentage of new food and drinks launches with environmentally friendly claims in China, 2011-2015
- Less is more
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- Figure 33: Product examples of healthier snacks
- Western healthy diet concepts still have limited appeal yet
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- Figure 34: Selected factors contributing to a healthy diet, by monthly personal income, January 2016
- Healthy diet concepts work differently between men and women
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- Figure 35: Selected important factors to a healthy diet, by gender, January 2016
- Vegetarian food requiring an image uplift
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- Figure 36: Importance of vegetarian food to a healthy diet, by monthly personal income, January 2016
Spending on Health Products and Activities
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- Biggest spending increase in healthy food and drinks
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- Figure 37: Trends in spending on health-related products and services, January 2016
- Healthy lifestyle is beyond just eating well for high earners
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- Figure 38: Comparison of consumers with high and low monthly personal incomes in terms of spending more on health products and activities, by category, January 2016
- Healthy drinks, the next big hit?
- Beauty food on the rise among females
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- Figure 39: Top 10 fruit ingredients in food and drinks with beauty benefits in China, from 2013-16
- Figure 40: Top 10 fruit ingredients in food and drinks with beauty benefits in global market, from 2013-16
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- Figure 41: Product examples with unique fruits and fruit combination inside
- Figure 42: Product examples with niche beautification ingredients
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- Figure 43: Product examples with extracted collagen
- Spending trends across cities
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- Figure 44: Comparison of selected health products and activities respondents spend more on between tier one cities and tier three cities, January 2016
Consumer Segmentation
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- Four types of consumers
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- Figure 45: Selected attitudes towards health, by consumer segment, January 2016
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- Figure 46: Consumer segmentation based on their attitude towards health, January 2016
- Active changers: Strictly following every popular health trends
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- Figure 47: Selected important factors for active changers achieving a healthy lifestyle, by consumer segment, January 2016
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- Figure 48: Selected barriers for active changers achieving a healthy lifestyle, by consumer segment, January 2016
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- Figure 49: Selected important factors for active changers achieving a healthy diet, by consumer segment, January 2016
- Passive adopters: Taking care of their health in a laid-back approach
- Good-feeling seekers: Feeling good matters more than looking good
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- Figure 50: Selected important factors for good-feeling seekers achieving a healthy lifestyle, by consumer segment, January 2016
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- Figure 51: Selected barriers for good-feeling seekers achieving a healthy lifestyle, by consumer segment, January 2016
- Myself believers: Knowing what’s the best for my body
Meet the Mintropolitans
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- Mindful of their health
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- Figure 52: Selected important factors for a healthy lifestyle, by consumer classification, January 2016
- Money contributes less than experiences
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- Figure 53: Selected important factors for a healthy lifestyle, by consumer classification, January 2016
- Exciting product features
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- Figure 54: Selected important factors to achieving a healthy diet, by consumer classification, January 2016
- Growing health market
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- Figure 55: Percentage of Mintropolitan and Non-MinTs across four consumer segments, by consumer classification, January 2016
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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