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Trends in Health and Wellness - China - May 2015

Chinese consumers’ consciousness towards health and wellness is rising. The good news for brands and companies is that there are great opportunities between consumer demands and current products in the market. And products can become more attractive by leveraging better ingredients and product packaging. On the other hand, consumer segmentation becomes more important as the development of health awareness, thus all-in-one product tactics will no longer be applicable.”
– Yujing Li, Senior Research Analyst

This report covers the following areas: 

  • Scope for product innovations targeting consumers who have poor eyesight
  • The future of wearable devices depends on how its role may extend beyond a health tracker
  • How to build natural perception to appeal to Chinese consumers
  • How to target different consumer groups in terms of food and drink
Compared with the past, more Chinese consumers are now suffering from sub-health problems because of stress from work and home life. There is also a trend that people who are under sub-health conditions tend to have multiple sub-health issues – mainly caused by similar reasons.
 
This shows an opportunity for companies to produce products with multiple health-related benefits in order to satisfy consumers’ demands. Faced with such serious health problems, Chinese consumers have tried to take different approaches to be healthier.
 
People have realised that they cannot only rely on establishing a regular way of life (eg get enough sleep and eat a diet on time), but also need to take other actions (eg exercise every day).
 
Companies could leverage such findings in their marketing campaigns and encourage people to stick to a good exercise regime, so as to better resonate with consumers who have health concerns.

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • The consumer
              • Health status
                • Figure 1: Sub-health problems, March 2015
                • Figure 2: Repertoire of sub-health problems, March 2015
              • Most important thing in a healthy lifestyle
                • Figure 3: Important factors that contribute to a healthy lifestyle, March 2015
              • Views on healthy food
                • Figure 4: Perceived features of a healthy food product, March 2015
              • Information sources for health advice
                • Figure 5: Information channels that people find helpful when looking for health advice, March 2015
              • Interest in health-related apps and wearable devices
                • Figure 6: Interest in healthcare-related apps and wearable devices, March 2015
              • Attitudes towards health and wellness
                • Figure 7: Selected consumer attitudes towards health and wellness, March 2015
              • Key issues
                • Scope for product innovations targeting consumers who have poor eyesight
                  • The future of wearable devices depends on how its role may extend beyond a health tracker
                    • How to build natural perception to appeal to Chinese consumers
                      • How to target different consumer groups in terms of food and drink
                        • What we think
                        • Issues and Insights

                            • Scope for product innovations targeting consumers who have poor eyesight
                              • The facts
                                • The implications
                                  • Figure 8: Proportion of students who have myopia, by study grade, 2000-10
                                  • Figure 9: New food and beverage products with “eye health” claim, by product category, 2012-14
                                  • Figure 10: Share of food and beverage launches with blueberry ingredient in total food and beverage launches in China, by category, 2014
                                  • Figure 11: Example of product with obvious claim, 2011
                                  • Figure 12: Example of product with strong visual impact, 2012
                                • The future of wearable devices depends on how its role may extend beyond a health tracker
                                  • The facts
                                    • The implications
                                      • How to build natural perception to appeal to Chinese consumers
                                        • The facts
                                          • The implications
                                            • Figure 13: Examples of products with free-from claims and no additive claims, China, 2014-15
                                            • Figure 14: Examples of products with plant packaging materials, Vietnam and Belgium, 2013-14
                                          • How to target different consumer groups in terms of food and drink
                                            • The facts
                                              • The implications
                                                • Figure 15: Selected consumer attitudes towards health and wellness, March 2015
                                                • Figure 16: Consumer segmentation, by consumer attitudes towards healthy eating, March 2015
                                                • Figure 17: Acai/Fruits of the forest, 2014
                                            • Trend Application

                                                • Prove It
                                                  • Life Hacking
                                                    • The Big Issue
                                                    • The Consumer –Health Conditions

                                                      • Key points
                                                        • Less than 15% of respondents think they are healthy
                                                          • Figure 18: Health conditions, November 2012 and march 2015
                                                          • Figure 19: Consumers who do not have sub-health issues, by city tier, November 2012 and march 2015
                                                        • Poor eyesight is the top sub-health issue for consumers
                                                          • Figure 20: Sub-health problems, March 2015
                                                          • Figure 21: Ownership of technology products, March 2015
                                                        • Three “highs” is not an aging-associated health problem now
                                                            • Figure 22: Selected sub-health problem, by gender and age, March 2015
                                                          • More than half suffer from multiple sub-health problems
                                                            • Figure 23: Repertoire of sub-health problems, March 2015
                                                          • Stress is still the leading cause of sub-health
                                                              • Figure 24: Selected sub-health problems, by personal monthly income, March 2015
                                                              • Figure 25: Selected sub-health problems, by marital status, March 2015
                                                              • Figure 26: Examples of products with stress reduction benefits, Japan and Malaysia, 2013-15
                                                          • The Consumer – Important Factors that Contribute to a Healthy Lifestyle

                                                            • Key points
                                                              • Doing regular exercise has become the most important factor to healthy lifestyles
                                                                • Figure 27: Important factors that contribute to a healthy lifestyle, March 2015
                                                                • Figure 28: Respondents who agree doing regular exercise is the most important factor to healthy lifestyles, by gender, January 2014 and March 2015
                                                              • People of different income levels do things differently
                                                                • Figure 29: Important factors that contribute to a healthy lifestyle, by monthly personal income, March 2015
                                                              • Even people who have sub-health problems have somewhat ignored the importance of medical check-ups
                                                                • Figure 30: Selected important factors that contribute to a healthy lifestyle, by sub-health problems, March 2015
                                                                • Figure 31: Respondents who agree having regular medical check-ups is the most important factor to healthy lifestyles, by gender and age, January 2014 and March 2015
                                                              • There is an opportunity for the development of wearable devices
                                                                • Figure 32: Selected important factors that contribute to a healthy lifestyle, by whether have wearable devices, March 2015
                                                                • Figure 33: Repertoire of sub-health problems, by whether have wearable devices, March 2015
                                                            • The Consumer – Important Factors for a Healthy Food Product

                                                              • Key points
                                                                • Natural ingredients and healthier processing methods are considered as the top two important factors in healthy food
                                                                  • Figure 34: Perceived features of a healthy food product, March 2015
                                                                  • Figure 35: Examples of products with “natural” packaging, US, Italy and UK 2014-15
                                                                • Reducing calories or sugar no longer stands out
                                                                    • Figure 36: Examples of “good” sugars, India, Canada and Sweden, 2013-14
                                                                  • High earners show a stronger interest in pursuing organic food, while coarse grain would appeal to low income families
                                                                    • Figure 37: Selected factors determining healthy food product, by monthly personal income, March 2015
                                                                    • Figure 38: Examples of products with multiple healthy benefits, China, 2015
                                                                  • Older consumers are more likely to worry about GMO problem
                                                                    • Figure 39: Selected factors determining healthy food product, by gender and age, March 2015
                                                                    • Figure 40: Share of sauces and seasoning launches with “gmo-free” claim in total sauces and seasoning launches, China, 2010-14
                                                                • The Consumer – Information Channels for Health Advice

                                                                  • Key points
                                                                    • TV and health-related websites are perceived to be the most helpful despite reading from multiple information sources
                                                                      • Figure 41: Information channels that people find helpful when looking for health advice, March 2015
                                                                    • Information channel differ across ages
                                                                      • Figure 42: Information channels for heathy lifestyle, by age, March 2015
                                                                    • Opportunities to promote health supplements
                                                                      • Figure 43: Information channels for heathy lifestyle, by factors that contribute to a healthy lifestyle, March 2015
                                                                  • The Consumer – Interest in Health-related Apps and Wearable Devices

                                                                    • Key points
                                                                      • The penetration of health-related apps and wearable devices is still low
                                                                        • Figure 44: Interest in healthcare-related apps, March 2015
                                                                        • Figure 45: Interest in wearable devices, March 2015
                                                                      • More people want to use mobile/tablet app to track activity level rather than a wearable device
                                                                        • 20-29-year-old consumers and high earners should be the first target of health-related apps and wearable devices
                                                                        • The Consumer – Attitudes towards Health and Wellness

                                                                          • Key points
                                                                            • Consumer understanding of being healthy evolves with time
                                                                              • Figure 46: Selected consumer attitudes towards health and wellness, March 2015
                                                                            • Consumers tend to have different opinions in terms of eating healthily
                                                                              • Figure 47: Selected consumer attitudes towards health and wellness, March 2015
                                                                            • Over half of consumers admit it is difficult to give up junk food, but they also think health comes before taste
                                                                              • Figure 48: Selected consumer attitudes towards health and wellness, March 2015
                                                                            • People are more likely to believe recommendations from family/friends
                                                                              • Figure 49: Selected consumer attitudes towards health and wellness, March 2015
                                                                          • The Consumer – Meet the Mintropolitans

                                                                            • Key points
                                                                              • Why Mintropolitans?
                                                                                • Who are they?
                                                                                    • Figure 50: Demographic profile of Mintroplitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                    • Figure 51: Demographic profile of Mintroplitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                  • Mintropolitans are more likely to have multiple sub-health problems…
                                                                                    • Figure 52: Repertoire of sub-health problems, by consumer classification, March 2015
                                                                                    • Figure 53: Health conditions, by consumer classification, March 2015
                                                                                  • …and the Mintropolitans are more likely to rely on health supplements and medical check-ups to maintain health
                                                                                    • Figure 54: Important factors that contribute to a healthy lifestyle, by consumer classification, March 2015
                                                                                  • Mintropolitans show more preferences for organic and fortified ingredients
                                                                                    • Figure 55: Factors Determining Healthy Food Product, by consumer classification, March 2015
                                                                                  • Mintropolitans are the pioneers of health-related apps and wearable devices…
                                                                                    • Figure 56: Healthcare-related apps and wearable devices that people already in use, by consumer classification, March 2015
                                                                                  • …and they tend to have different attitudes in terms of health and wellness
                                                                                    • Figure 57: Consumer agreement towards health and wellness, by consumer classification, March 2015
                                                                                    • Figure 58: Consumer disagreement towards health and wellness, by consumer classification, March 2015
                                                                                  • Significantly more reliance on digital media for health advice
                                                                                    • Figure 59: Information channels that people find helpful when looking for health advice, by consumer classification, March 2015

                                                                                Companies Covered

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                                                                                Trends in Health and Wellness - China - May 2015

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