2022
0
China Diet for Healthy Ageing Market Report 2022
2022-04-09T04:03:56+01:00
OX1100965
3695
150415
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Report
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“Young to middle-aged consumers’ strong, immediate demand for managing age will expand the applications of healthy ageing food and drink product innovations to cover not only physical but also emotional…

China Diet for Healthy Ageing Market Report 2022

£ 3,695 (Excl.Tax)

Description

“Young to middle-aged consumers’ strong, immediate demand for managing age will expand the applications of healthy ageing food and drink product innovations to cover not only physical but also emotional wellbeing improvement. Healthy ageing food and drinks will benefit from highlighting their ability to aid “ageing gracefully” through improving body functions and nurturing healthy lifestyle habits, as well as highlighting the use of Chinese ingredients and medicine food homology concepts to increase a product’s overall credibility.”
– Catherine Liu, Senior Research Analyst

This Report looks at the following areas:

  • Key market factors impacting the healthy ageing food and drink market
  • Innovative marketing activities and new product trends
  • Consumer perceptions of ageing and age management
  • Consumer association between healthy ageing and some on-trend nutrients, ingredients, food and drink and supplement products

Table of Contents

  1. Overview

    • What you need to know
    • Products covered in this Report
    • Excluded
  2. Executive Summary

    • The market
    • Marketing and product innovation highlights
    • Highlight specific usage occasions
    • Use IP to market longevity
    • Tap into emotional wellness
    • New product launch activity in China has been focusing on nutritional balance
    • Opportunity to innovate healthy ageing supplements
    • The consumer
    • Age management consciousness is high
      • Figure 1: Importance of age management, China, 2022
    • Well-rounded considerations on signs of ageing
      • Figure 2: Signs of ageing, China, 2022
    • Building healthy lifestyles are as important as enhancing body functions
      • Figure 3: Healthy ageing expectation, China, 2022
    • Vitamin is most widely associated with healthy ageing
      • Figure 4: Nutrients and ingredients association, China, 2022
    • Widest interest in dairy products with added healthy ageing benefits
      • Figure 5: Ideal products for healthy ageing, China, 2022
    • “Age gracefully” receives more votes than anti-ageing
      • Figure 6: Select attitude towards ageing, China, 2022
    • Keeping a young mind receives more votes than keeping a young body
      • Figure 7: Select attitude towards ageing, China, 2022
    • Chinese diet concepts are effective and Chinese ingredients are trustworthy
      • Figure 8: Select attitude towards healthy ageing, China, 2022
    • What we think
  3. Issues and Insights

    • Improving body functions is as important as nurturing healthy lifestyle habits
      • Figure 9: New Chapter’s whole-food multivitamin, US, 2021
      • Figure 10: Enjoy Climeal liquid drink usage guidance, Japan, 2022
    • Building effective communication for Chinese ingredients
      • Figure 11: FANCL’s video on the history of collagen, Singapore, 2022
      • Figure 12: TipsYou, China, 2022
    • Decoding young to middle-aged consumer demand for healthy ageing
      • Figure 13: SHAN’s collaboration with ME Ft. WE, China, 2022
      • Figure 14: Examples of collagen products that also deliver mental and emotional health benefits, Global, 2021-22
  4. Market Factors

    • The ageing trend presents opportunity for preventative health market
      • Figure 15: Total population, population aged 65 and above and the respective year-on-year growth rate, China, 2015-20
      • Figure 16: Population structure, by age, China, 2015-20
      • Figure 17: Life expectancy, China, 1960-2019
    • Changes in age structure offer opportunity for healthy ageing concept to catch the attention of the young and middle-aged
      • Figure 18: Trends in the age structure of the population, China, 2016-20
    • COVID-19 drives seniors’ need to take care of health in advance
      • Figure 19: Reason for diet change, China, 2022
  5. Marketing Activities

    • Highlight specific usage occasions
      • Figure 20: Zhima Health’s Bitter Coffee, China, 2021
    • Use IP to deliver longevity message
      • Figure 21: Chun Feng’s moon rabbit IP, China, 2022
    • Precise marketing to raise older consumers’ awareness
      • Figure 22: Bright’s marketing campaign on its seven different elderly-friendly functional dairy, China, 2022
    • Highlights from the global market
    • Expanding sales footprint through beauty retailers
      • Figure 23: The Good Patch Instagram post, US, 2022
  6. New Product Trends

    • Overview of launch activities
    • Healthy ageing product innovations have been limited
      • Figure 24: Percentage of new food, drink and VMS launches with healthy ageing positioning*, China, 2012-22 (moving annual)
    • NPD has been focusing on various nutritional balance claims
      • Figure 25: Percentage of food, drink and VMS launches with healthy ageing positioning*, by selected health and nutrition related claims**, China, 2017-22 (moving annual)
    • Scope to innovate healthy ageing supplements
      • Figure 26: Percentage change of categories in healthy ageing* product launches, China, 2017-22
      • Figure 27: Examples of health supplements targeting hair loss, China, 2022
    • Nuts and seeds and herbal ingredients are flourishing
      • Figure 28: Percentage of food, drink and VMS launches with healthy ageing positioning*, by selected food and drink ingredient groups, China, 2017-22 (moving annual)
      • Figure 29: Examples of nuts and seeds products featuring healthy ageing benefits, China, 2021-22
    • Innovation highlights
    • Encourage consumers to start the journey to healthy ageing early
      • Figure 30: FANCL’s age bracket-based supplement series, Japan, 2020
    • Enjoy healthy ageing everywhere through convenient packaging formats
      • Figure 31: Examples of healthy ageing product innovations using convenient packaging formats, China, 2022
    • Expand the benefits to cover active lifestyle support
      • Figure 32: New Chapter’s health supplements, US, 2020
  7. Importance of Age Management

    • The majority puts immediate importance on age management
      • Figure 33: Importance of age management, China, 2022
    • Importance of age management lies into adjusting unhealthy eating and sleeping habits
      • Figure 34: Select unhealthy lifestyles, by select importance of age management, China, 2022
  8. Signs of Ageing

    • Rising consideration on cognitive health issue
      • Figure 35: Signs of ageing, China, 2022
      • Figure 36: Ranking of top five signs of ageing, China, 2021 vs 2022
    • Age management seekers have divergent criteria to measure ageing signs
      • Figure 37: Select signs of ageing, by select importance of age management, China, 2022
    • Divergent criteria are also seen across different age groups
      • Figure 38: Signs of ageing, by age, China, 2022
  9. Healthy Ageing Expectation

    • Building a healthy lifestyle is as important as enhancing body functions
      • Figure 39: Healthy ageing expectation, China, 2022
    • Pollution leads to increasing use of medicine and supplements
      • Figure 40: Select unhealthy lifestyle, by select healthy ageing expectation, China, 2022
    • Sleep is vital to improving body functions
      • Figure 41: Select unhealthy lifestyle, by select healthy ageing expectation, China, 2022
  10. Nutrients and Ingredients Association

    • Vitamins are most widely associated with healthy ageing
      • Figure 42: Nutrients and ingredients association, China, 2022
    • Collagen shows highest potential to expand function to cover healthy ageing
      • Figure 43: Nutrients and ingredients association, by importance of age management – very important, China, 2022
    • Those who trust Chinese ingredients also have good awareness of some well-researched Western ingredients
      • Figure 44: Nutrients and ingredients association, by select attitude towards healthy ageing, China, 2022
  11. Ideal Products for Healthy Ageing

    • Wide interest in dairy products with added healthy ageing benefits
      • Figure 45: Ideal products for healthy ageing, China, 2022
    • Hair loss prevention is sought after in healthy ageing supplements
      • Figure 46: Ideal products for healthy ageing – health supplements, by signs of ageing – hair loss, China, 2022
    • Incorporate relevant ingredients to encourage purchase
      • Figure 47: Ideal products for healthy ageing, by select attitude towards healthy ageing, China, 2022
  12. Attitudes towards Healthy Ageing

    • Ageing gracefully is more important than anti-ageing
      • Figure 48: Select attitude towards ageing, China, 2022
      • Figure 49: Select signs of ageing, by select attitude towards ageing, China, 2022
    • More importance on young mind over young body
      • Figure 50: Select attitude towards ageing, China, 2022
      • Figure 51: Healthy ageing expectation, by select attitude towards ageing, China, 2022
    • Highlighting food- and drink-specific attitudes
    • High demand for healthy ageing food and drink that combines Chinese diet philosophy
      • Figure 52: Select attitude towards healthy ageing, China, 2022
    • Domestic brands win over overseas brands
      • Figure 53: Attitude towards healthy ageing food/supplement brands, China, 2022
      • Figure 54: Select attitudes towards healthy ageing, by select attitudes towards healthy ageing, China, 2022
  13. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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