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Trends in Health and Wellness - China - August 2016

“Chinese people take a holistic and balanced approach to managing wellness with mental health and good eating habits being the top priorities. Western eating concepts still play a limited role, while exercising regularly is being recognised as an essential part of healthy lifestyle. Food safety and air pollution remain two key issues, and more diversified, effective ways to enhance health are strongly desired.”
– Alina Ma, Senior Research Analyst

This report discusses the following key topics:

  • Evolving concept of fitness
  • Working out 24/7
  • Conveying product “naturalness” through story telling
  • Stepping up in the game of trust
  • Big differences between Western and Chinese eating concepts

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.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • 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
                    • Figure 1: Rating of lifestyle aspects in terms of healthiness, January 2016
                  • Role of positive attitude, relaxation and control in a healthy lifestyle
                    • Figure 2: Important factors for achieving a healthy lifestyle, January 2016
                    • Figure 3: Barriers to achieving a healthy lifestyle, January 2016
                  • Safety beats added-value
                    • 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
                    • Figure 5: Trends in spending on health-related products and services, January 2016
                  • Health-conscious consumers
                    • Figure 6: Consumer segmentation based on their attitude towards health, January 2016
                    • Figure 7: Consumer attitudes towards health
                  • What we think
                  • Issues and Insights

                    • 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
                                      • Figure 8: Product example of Nongfu Spring natural mineral water
                                      • 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

                                                • Organic and all natural products showing great potential
                                                    • 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
                                                    • 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
                                                    • 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
                                                    • 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

                                                  • 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

                                                          • Mental aspects perceived healthier
                                                            • Figure 19: Rating of lifestyle aspects in terms of healthiness, January 2016
                                                          • New health product opportunities in eating and exercising areas
                                                            • 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
                                                            • Figure 22: Percentage of respondents who rate different lifestyle aspects as very healthy, by city, January 2016
                                                          • Big opportunity in singles
                                                              • Figure 23: Product examples of “meal for one”
                                                          • Healthy Lifestyle – Features and Barriers

                                                            • Demand for positivity in life
                                                              • Figure 24: Important factors for achieving a healthy lifestyle, January 2016
                                                            • Need more protection than basics
                                                              • Figure 25: Barriers to achieving a healthy lifestyle, January 2016
                                                              • 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
                                                                  • 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
                                                                  • Figure 30: Product examples of household care products with fragrance
                                                              • Healthy Diet

                                                                • Organic food becomes a top-seeking safety guarantee
                                                                  • Figure 31: Important factors to achieving a healthy diet, January 2016
                                                                  • Figure 32: Percentage of new food and drinks launches with environmentally friendly claims in China, 2011-2015
                                                                • Less is more
                                                                    • Figure 33: Product examples of healthier snacks
                                                                  • Western healthy diet concepts still have limited appeal yet
                                                                    • Figure 34: Selected factors contributing to a healthy diet, by monthly personal income, January 2016
                                                                  • Healthy diet concepts work differently between men and women
                                                                      • Figure 35: Selected important factors to a healthy diet, by gender, January 2016
                                                                    • Vegetarian food requiring an image uplift
                                                                      • Figure 36: Importance of vegetarian food to a healthy diet, by monthly personal income, January 2016
                                                                  • Spending on Health Products and Activities

                                                                    • Biggest spending increase in healthy food and drinks
                                                                      • Figure 37: Trends in spending on health-related products and services, January 2016
                                                                    • Healthy lifestyle is beyond just eating well for high earners
                                                                      • 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
                                                                        • 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
                                                                        • Figure 41: Product examples with unique fruits and fruit combination inside
                                                                        • Figure 42: Product examples with niche beautification ingredients
                                                                        • Figure 43: Product examples with extracted collagen
                                                                      • Spending trends across cities
                                                                        • 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

                                                                      • Four types of consumers
                                                                        • Figure 45: Selected attitudes towards health, by consumer segment, January 2016
                                                                        • Figure 46: Consumer segmentation based on their attitude towards health, January 2016
                                                                      • Active changers: Strictly following every popular health trends
                                                                          • Figure 47: Selected important factors for active changers achieving a healthy lifestyle, by consumer segment, January 2016
                                                                          • Figure 48: Selected barriers for active changers achieving a healthy lifestyle, by consumer segment, January 2016
                                                                          • 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
                                                                              • Figure 50: Selected important factors for good-feeling seekers achieving a healthy lifestyle, by consumer segment, January 2016
                                                                              • 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

                                                                              • Mindful of their health
                                                                                • Figure 52: Selected important factors for a healthy lifestyle, by consumer classification, January 2016
                                                                              • Money contributes less than experiences
                                                                                • Figure 53: Selected important factors for a healthy lifestyle, by consumer classification, January 2016
                                                                              • Exciting product features
                                                                                • Figure 54: Selected important factors to achieving a healthy diet, by consumer classification, January 2016
                                                                              • Growing health market
                                                                                • Figure 55: Percentage of Mintropolitan and Non-MinTs across four consumer segments, by consumer classification, January 2016
                                                                            • Appendix – Methodology and Abbreviations

                                                                              • Methodology
                                                                                • Abbreviations

                                                                                Companies Covered

                                                                                To learn more about the companies covered in this report please contact us.

                                                                                Trends in Health and Wellness - China - August 2016

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