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Report
en_GB
Develop performance-readiness solutions for light exercisers This report looks at the following areas: Key market factors influencing the sports and exercise market Product innovation trends to watch Current consumer exercise…
China
Health and Wellness
simple
China Active Consumer: 2025
Develop performance-readiness solutions for light exercisers
This report looks at the following areas:
Key market factors influencing the sports and exercise market
Product innovation trends to watch
Current consumer exercise frequency and choice of sports
Differences in exercise goals, desired performance improvements and ingredient preferences before, during and after exercise by population segment
Future business opportunities for brands in sports nutrition supplementation by population segment
Light exercise is emerging as a trend, representing both a challenge and an opportunity.
Key market factors influencing the sports and exercise market
Product innovation trends to watch
Current consumer exercise frequency and choice of sports
Differences in exercise goals, desired performance improvements and ingredient preferences before, during and after exercise by population segment
Future business opportunities for brands in sports nutrition supplementation by population segment
Light exercise is emerging as a trend, representing both a challenge and an opportunity. Brands can build on ingredient needs and evidence-based education to develop segmented product designs and communication strategies around pre-, mid- and post-exercise scenarios. This approach allows brands to meet the recovery needs of active fitness enthusiasts while engaging light exercisers, seizing new market opportunities.
Mooy Chen, Associate Research Analyst, China
Market Definitions
According to the National Food Safety Standard – General Rules for Sports Nutrition Foods (Draft for Comment), sports nutrition food refers to food specially processed for the physiological metabolic state, exercise capacity and specific nutritional needs (such as creatine, taurine, peptides and vitamin B complex) of individuals who engage in physical exercise at a moderate or higher intensity (such as mid- to long-distance running, aerobics or strength training) three or more times a week, with each session lasting at least 30 minutes. The scope of this Report includes those who meet this official definition of active fitness enthusiasts.
In recent years, exercise trends among Chinese consumers have been shifting towards a lighter format, meaning that most people exercise fewer than three times per week or for less than 30 minutes per session. Therefore, this Report will also cover these light exercisers.
The sports nutrition products discussed in this Report include:
Food, drinks and supplements aimed at the officially defined active population, such as protein powders, energy gels and creatine fitness supplements.
Food and drink aimed at consumers who engage in light exercise, such as ready-to-eat protein supplements, dairy products, cereal bars, water and coffee.
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