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Trends in Health and Wellness - China - May 2014

“Cases of ’illness of affluence’, such as obesity, diabetes, high blood pressure, are on the rise amongst urban Chinese residents owing to the advancement and fast pace of modern life. Meanwhile, mass industrialisation has made a bitter pill for the environment. The worsening air quality has led to an increase in cases of respiratory diseases in big cities like Beijing and Tianjin where the air pollution issue is most severe, while at the same time the root causes of numerous food safety issues have been found to be contaminated water diverted into the paddies."

– Laurel Gu, Senior Research Analyst

Some questions answered in this report include:

  • 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 different consumer segments?

This report goes into details about understanding Chinese consumers' attitudes towards health and wellbeing. It covers aspects including eating, exercising, taking health supplements, etc., their behavioural changes as they move towards healthy lifestyles, as well as their motivations for staying healthy and the top health concerns varying by lifestage and demographics. These can be leveraged by companies dealing with health and wellbeing products/services to find opportunities for business growth.”

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • The consumer
              • Enough sleep, regular exercises and balanced diet are most important for achieving a healthy lifestyle
                • Figure 1: Important factors that contribute to a healthy lifestyle, December 2013
              • Consumers are moving into a healthy lifestyle in different ways
                • 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
                • Figure 3: Health conditions/risks concerning Chinese adults, December 2013
              • Consumers seek both emotional and functional benefits from adopting healthy lifestyles
                • 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
                • Figure 5: Views on healthy menu features, December 2013
              • High level of consumer confidence in taking control of their health
                • 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

                          • What types of product/service innovations can give people relief from stress and sleep better?
                            • The facts
                              • The implications
                                • Figure 7: Food and beverage products featuring sleep-aiding claims, overseas markets, 2013-14
                                • 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
                                      • 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
                                          • Figure 10: Proportion of new products with environmentally friendly claims, selected countries, January 2013-April 2014
                                          • 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
                                                • Figure 12: Example of premium health product featuring convenience, China, 2014
                                            • Trend Application

                                                • Trend: Help Me Help Myself
                                                  • Trend: Prove it
                                                  • Health Threats to Today’s Urban Chinese

                                                    • Key points
                                                      • Rapid urbanisation poses challenge to people’s health
                                                        • Rising “Illness of affluence” calls for more attention to be paid to balanced diets
                                                          • Figure 13: Retail market volume consumption per capita (population), kg, China, 2008-13
                                                          • 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

                                                            • Key points
                                                              • Enough sleep, regular exercises and balanced diet are most important factors to healthy lifestyles
                                                                • Figure 15: Important factors that contribute to a healthy lifestyle, December 2013
                                                              • Variations across demographics call for targeted approaches in product development and communications
                                                                • Figure 16: Important factors that contribute to a healthy lifestyle, “Getting enough sleep”, by gender, income and profession, December 2013
                                                                • Figure 17: Important factors that contribute to a healthy lifestyle, “Doing regular exercises”, by gender and income, December 2013
                                                                • Figure 18: Important factors that contribute to a healthy lifestyle, “Eating a balanced diet”, by gender, December 2013
                                                                • Figure 19: Important factors that contribute to a healthy lifestyle, “Ensuring work/life balance”, by city tier, December 2013
                                                                • Figure 20: Important factors that contribute to a healthy lifestyle, “Regular physical examination”, by gender, age and profession, December 2013
                                                                • 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

                                                              • Key points
                                                                • Consumers are applying their health and wellbeing knowledge into practices
                                                                  • 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
                                                                  • Figure 23: Changes in healthy living habits compared to one year ago, by income, December 2013
                                                                  • 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

                                                                • Key points
                                                                  • Illnesses caused by food safety issues raise greatest concern
                                                                    • Figure 25: Health conditions/risks concerning Chinese adults, December 2013
                                                                  • Women are more concerned about food issues
                                                                    • Figure 26: Health conditions/risks concerning Chinese adults, by gender, December 2013
                                                                  • Young consumers worry more about issues brought by environmental pollution
                                                                    • Figure 27: Health conditions/risks concerning Chinese adults, by age, December 2013
                                                                  • Opportunity for protecting the elders against chronic diseases
                                                                    • Figure 28: Health conditions/risks concerning Chinese adults, by age, December 2013
                                                                • The Consumer – Main Motivations Leading to a Healthy Lifestyle

                                                                  • Key points
                                                                    • Enjoyment of life is the ultimate goal for consumers to have a healthy lifestyle
                                                                      • Figure 29: Main motivations leading to a healthy lifestyle, December 2013
                                                                    • Motivations differ across genders
                                                                      • Figure 30: Main motivations leading to a healthy lifestyle, by gender, December 2013
                                                                      • Figure 31: Example of health supplements targeting at specific gender groups, UK, 2013
                                                                    • Opportunity for marketing healthy lifestyles to families with children
                                                                      • 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

                                                                    • Key points
                                                                      • Healthy ways of cooking, organic ingredients and fewer seasonings are most popular
                                                                        • Figure 33: Views on healthy menu features, December 2013
                                                                      • Opportunity for introducing healthier sauces and seasonings
                                                                          • 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
                                                                          • Figure 35: Views on healthy menu features, by income, December 2013
                                                                      • The Consumer – Attitudes towards Healthy Lifestyles

                                                                        • Key points
                                                                          • About four in five people think health is in their control
                                                                            • Figure 36: Attitude towards “I am confident that my health is in my control”, by demographics, December 2013
                                                                            • Figure 37: Attitudes towards healthy lifestyle, December 2013
                                                                          • Consumers are moving towards more joyful exercising experiences
                                                                            • Figure 38: Attitudes towards healthy lifestyle, December 2013
                                                                          • High price and lack of knowledge appear as barriers to increasing health supplements consumption
                                                                            • Figure 39: Attitudes towards health supplements, by demographics, December 2013
                                                                        • Consumer Segmentation

                                                                          • Key points
                                                                            • Four types of health pursuers
                                                                              • Figure 40: Consumer segmentation, December 2013
                                                                              • Figure 41: Attitudes towards healthy lifestyles, by target groups, December 2013
                                                                          • Appendix – Important Factors that Contribute to a Healthy Lifestyle

                                                                              • Figure 42: Important factors that contribute to a healthy lifestyle, December 2013
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                          • Appendix – Changes in Healthy Living Habits Compared to One Year Ago

                                                                              • Figure 49: Changes in healthy living habits compared to one year ago, December 2013
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • Figure 60: Changes in healthy living habits compared to one year ago – Learning more about healthcare, by demographics, December 2013
                                                                          • Appendix – Health Conditions/Risks

                                                                              • Figure 61: Health conditions/risks, December 2013
                                                                              • Figure 62: Most popular health conditions/risks, by demographics, December 2013
                                                                              • Figure 63: Next most popular health conditions/risks, by demographics, December 2013
                                                                          • Appendix – Main Motivations Leading to a Healthy Lifestyle

                                                                              • Figure 64: Main motivations leading to a healthy lifestyle, December 2013
                                                                              • 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
                                                                          • Appendix – Views on Healthy Menu Features

                                                                              • Figure 67: Views on healthy menu features, December 2013
                                                                              • Figure 68: Most popular views on healthy menu features, by demographics, December 2013
                                                                              • Figure 69: Next most popular views on healthy menu features, by demographics, December 2013
                                                                          • Appendix – Attitudes towards Healthy Lifestyle

                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • 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
                                                                              • Figure 82: Agreement with the statement ‘I am confident that my health is in my control’, by demographics, December 2013
                                                                          • Appendix – Consumer Segmentation

                                                                              • Figure 83: Target groups, December 2013
                                                                              • Figure 84: Target groups, by demographics, December 2013
                                                                              • Figure 85: Important factors that contribute to a healthy lifestyle, by target groups, December 2013
                                                                              • Figure 86: Changes in healthy living habits compared to one year ago, by target groups, December 2013
                                                                              • Figure 87: Health conditions/risks, by target groups, December 2013
                                                                              • Figure 88: Main motivations leading to a healthy lifestyle, by target groups, December 2013
                                                                              • Figure 89: Views on healthy menu features, by target groups, December 2013
                                                                              • Figure 90: Attitudes towards healthy lifestyle, by target groups, December 2013

                                                                          Companies Covered

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                                                                          Trends in Health and Wellness - China - May 2014

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