Author: Mintel Group Ltd.
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Trends in Health & Wellness - China - March 2021
Overview
 
What you need to know
Mintel’s 2021 Trend Health Undefinedstates that the holistic nature of wellbeing ensures that it has a consistent place in brand messaging and it is a matter for brands to determine where they fit into the narrative. There are two key health and wellness narratives found across different categories in China – the rise in “simplified” solutions that help consumers filter out the noise and streamline their decision-making process when choosing health products as well as the increasing importance of spending time with family and friends in improving overall emotional wellbeing. 

Furthermore, the way consumers learn about health is changing as well. An increasing number of people are now accustomed to watching short videos to get health information, indicating that short video platforms such as Douyin are fertile ground for brands to make a bigger impact in the health and wellness space.

Covered in this Report
This Report looks at Chinese consumers’ self-reported current incidence of health issues. It also analyses changes in health behaviours in the wake of COVID-19, health information channels used and corresponding perceptions, as well as interest in innovative healthy food retail concepts that have been studied in the overseas market but not yet in the China market.

Sub-group definition
Mintel divides consumers into three groups based on their monthly household income.

FIGURE 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
 
| Sample size | Tier one cities | Tier two, three or lower cities
Low MHI | 937 | RMB9,999 or below | RMB8,999 or below
Mid MHI | 1,014 | RMB10,000-17,999 | RMB9,000-15,999
High MHI | 1,049 | RMB18,000 or above | RMB16,000 or above

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