2020
0
China Immunity Management After Covid-19 Market Report 2020
2020-08-27T13:57:49+01:00
OX994730
3695
122615
[{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
“While concerns over COVID-19 have increased consumer interest in immune health focused products and services, the credibility of many products is low. To improve credible appeal, brands could use interactive…

China Immunity Management After Covid-19 Market Report 2020

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Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Immunity Management After COVID -19 – China market, and the behaviours, statistics, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Chinese urbanites continue to invest in proactive healthcare, while COVID-19 has fuelled mass consumer demand for better immunity management – expanding beyond medicines to include food therapies and lifestyle changes. Mintel expects this positive impact will continue over the long term. In China, the majority of new product launches with an immunerelated functional claim sit within the health supplements category, and are limited in food and drinks, leading to massive new product development opportunities via category expansion into more types of everyday food and drink products.

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Expert analysis from a specialist in the field

Written by Catherine Liu, a leading analyst in the Health sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While concerns over COVID-19 have increased consumer interest in immune health focused products and services, the credibility of many products is low. To improve credible appeal, brands could use interactive marketing via multiple channels and partner with experts such as nutritionists, doctors or fitness coaches to endorse and validate any product claims. Other opportunities lie beyond the crowded immunity-related market in exploring innovations driven by more sophisticated product needs (eg new usage occasions, new formula interest). Furthermore, consumers are sceptical of many ‘quick fix’ claims suggesting integrated product-service solutions could tap into consumers’ strong demand for holistic immunity management. Catherine Liu
Health Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report scope
          • Excluded
            • Subgroup definition
              • Figure 1: Definition of low/mid/high MHI groups, by monthly household income and city tier
          • Executive Summary

              • The market
                • Desire for better life quality drives investment in immunity management at every life stage
                  • COVID-19 will further drive product and service innovations for immunity management
                    • Opportunity for upgraded products and services integrating more angles of immunity improvement
                      • Credibility remains as an issue in marketing communications
                        • Impact of COVID-19 on Immunity Management
                          • COVID-19 is expected to fuel market growth in both short and long term
                              • Figure 2: Short, medium and long term impact of COVID-19 on Immunity Management market, May 2020
                            • Companies and brands
                              • The consumer
                                • Digestive, skin and mental health playing active roles in immunity association
                                  • Figure 3: Perceived signs of poor immunity, April 2020
                                • More detailed solutions are in demand
                                  • Figure 4: Approaches for improving immunity, April 2020
                                • Awareness of effective ingredients is a result of years of market education
                                  • Figure 5: Nutrients and botanical ingredients associated with immunity, April 2020
                                • Diversify media channel and build credibility in professionalism
                                    • Figure 6: Trust in different information sources, April 2020
                                  • Early adopters (Mintropolitans) go for exotic ingredients
                                    • What we think
                                    • The Impact of COVID-19 on Immunity Management

                                        • Figure 7: Short, medium and long term impact of COVID-19 on Immunity Management market, May 2020
                                      • Opportunities and Threats
                                        • Health supplements benefit from increasing awareness of proactive wellbeing management after COVID-19
                                          • COVID-19 increases need for stress relief
                                            • Professional human expertise is in demand
                                              • Impact on the market
                                                • What we’ve seen so far
                                                  • Growing demand for health supplements from the less affluent consumers
                                                    • Figure 8: % of consumers who have ever done the following activities in the last month, Feb to May 2020
                                                  • Demand for wider application of fresh fruits and vegetables
                                                    • Figure 9: Examples of packaged drinks highlighting fruits and vegetables, China, 2018-20
                                                  • Shifts in consumer behaviour
                                                    • Protection from the inside: naturalness now matters to mass consumers
                                                      • Protection from the outside: COVID-19 will reshape traditional meal-sharing habits
                                                        • How COVID-19 will affect key consumer segments
                                                          • Seniors will become more engaged with functional food and drinks and omnichannel health services
                                                            • Stressed women will pay more attention to mental wellbeing
                                                              • COVID-19 has raised health and immunity awareness in lower tier cities
                                                                • Figure 10: Selected health issues and issues associated with immunity, by city tier, September 2019- April 2020
                                                              • How a COVID-19 will reshape the industry
                                                                • A more competitive marketplace for health supplements
                                                                  • “Professional experts” becoming an indispensable part of the business
                                                                    • The health tech market powers up
                                                                      • Impact on the marketing mix
                                                                        • Opportunity for upgraded product and service innovations integrating more angles of immunity improvement
                                                                          • Rethink about targeting consumers and occasions
                                                                            • Marketing communication could emphasis expertise
                                                                              • Family gifting packages to offer good price value
                                                                                • Figure 11: Examples of family package supplements meeting different family members’ needs, China, 2020
                                                                              • COVID-19: China context
                                                                                • Figure 12: Accumulative confirmed cases of COVID-19 in China, January to May 2020
                                                                                • Figure 13: Status of returning to work, China, March and May 2020
                                                                            • Issues and Insights

                                                                              • Expanding the territories of probiotics
                                                                                • The facts
                                                                                  • The implications
                                                                                    • Figure 14: Examples of category expansion in using probiotics ingredients, Global, 2017-20
                                                                                    • Figure 15: Meiji’s Probio Yogurt R-1, Japan, 2017
                                                                                  • Marketing botanical ingredients as a “natural boost” for total wellbeing
                                                                                    • The facts
                                                                                      • The implications
                                                                                        • Figure 16: Examples of food and drink products combining additional botanical ingredients for extra immunity benefits, global, 2018-20
                                                                                        • Figure 17: Intenson’s superfood bar, Poland, 2018
                                                                                      • Professional human expertise in demand for making lifestyle and product choices
                                                                                        • The facts
                                                                                          • The implications
                                                                                            • Figure 18: Dingxiang Doctor’s paid advisory services, China, 2018
                                                                                            • Figure 19: Weis ‘SmartFood+’ sports nutrition subscription services, China
                                                                                        • The Market – What You Need to Know

                                                                                          • Immunity needs to stay at every life stage
                                                                                            • The wider food and drink category sees huge opportunities
                                                                                              • Other opportunities lie beyond exploring new formula interest and product-service integration
                                                                                              • Market Overview

                                                                                                • Importance of immunity management reaches mass awareness
                                                                                                  • Desire for better life quality drives investment in immunity management
                                                                                                    • Attention to COVID-19 creates opportune time in health supplements
                                                                                                      • Wider acceptance of TCM concept
                                                                                                        • Standardized regulation to strengthen product reassurance
                                                                                                        • Market Segmentation

                                                                                                          • The big picture
                                                                                                            • Figure 20: Share of food, drink and healthcare launches with an immune system claim, by region, May 2015-April 2020
                                                                                                            • Figure 21: Share of food, drink and healthcare launches with an immune system claim, Global vs China, May 2015-April 2020
                                                                                                          • Category spotlight: healthcare
                                                                                                            • Figure 22: Share of healthcare launches with an immune system claim, by markets across APAC region, May 2015-April 2020
                                                                                                          • Vitamins and dietary supplements are predominant product segments
                                                                                                            • Figure 23: Product type estimation on vitamins and dietary supplements with an immune system claim, China, May 2015-April 2020
                                                                                                          • Category spotlight: food and drink
                                                                                                            • Figure 24: Top 10 categories in food* and drink launches with functional claims** related to immunity, China, May 2015-April 2020
                                                                                                            • Figure 25: Top growing categories in food* and drink launches with functional claims** related to immunity, China, May 2015-April 2020
                                                                                                          • Dairy is the most common category with immunity claims
                                                                                                            • Figure 26: Top five sub-categories in dairy launches with functional claims* related to immunity, China, May 2015-April 2020
                                                                                                            • Figure 27: Examples of drinking yogurt offering immunity benefits, China, 2018-20
                                                                                                          • Beverage ‘blurring’ trend creates new usage occasions
                                                                                                            • Figure 28: Examples of blurring beverages offering immunity benefits, China, 2019-20
                                                                                                          • Additional nutrition starts to become a new purpose for snacking
                                                                                                            • Figure 29: Examples of snack foods offering immunity benefits, China, 2019-20
                                                                                                          • Ingredient spotlight
                                                                                                            • Micronutrients dominate
                                                                                                              • Figure 30: Top 10 ingredients in food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, China, May 2015-April 2020
                                                                                                              • Figure 31: Top 10 micronutrients in food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, China, May 2015-April 2020
                                                                                                            • TCM provides a shortcut to holistic healing
                                                                                                              • Figure 32: Examples of TCM products that highlight evidence-based benefits, China, 2020
                                                                                                            • Gut health focus will drive interest in prebiotics and probiotics together (synbiotics)
                                                                                                              • Figure 33: Share of food* and drink launches with functional claims** related to immunity and healthcare launches with an immune system claim, by probiotics and prebiotics as an ingredient, China, May 2015-April 2020
                                                                                                              • Figure 34: Examples of food, drink and supplement products highlighting prebiotics/synbiotics as an ingredient, China, 2019-20
                                                                                                            • Services spotlight
                                                                                                              • Connecting with consumers via professional health experts
                                                                                                                • Figure 35: ‘Fight for my immunity’ online health consulting service by By-Health and Chunyu doctor, China, 2020
                                                                                                                • Figure 36: By-Health combined its protein powder offerings with online fitness classes on Tmall, China, 2020
                                                                                                              • Personalisation via consumer biometrics
                                                                                                                • Figure 37: Examples of personalised test kits and wearable devices targeting immunity improvement, China
                                                                                                            • Companies and Brands – What You Need to Know

                                                                                                              • Big Chinese supplement brands eyeing awareness expansion
                                                                                                                • Embracing product/service innovations by integrating more angles of immunity management
                                                                                                                  • Global trend: creating new usage occasions for immunity management product applications
                                                                                                                    • Global trend: personalisation will become next normal
                                                                                                                    • Competitive Strategies

                                                                                                                      • By-Health actively building brand awareness via mass media
                                                                                                                          • Figure 38: By-Health’s protein powder TV ads, China, 2019
                                                                                                                        • Pfizer leverages precision marketing to expand wider consumer reach
                                                                                                                          • Figure 39: Centrum’s Nutrition Package Model, China, 2020
                                                                                                                        • Biostime focuses on highlighting endorsement from trusted health experts
                                                                                                                          • Figure 40: ‘Immunity College’ webinars by Biostime and healthcare experts from Beijing Union Medical College Hospital, China, 2020
                                                                                                                        • Dairy brands promoting immunity claims in different ways
                                                                                                                          • Figure 41: Mengniu’s Guanyiru and Yili’s Ambrosial Greek-style yogurt marketing messages, China, 2020
                                                                                                                        • Fitness services go omnichannel
                                                                                                                          • Figure 42: Keep’s offline gym studio and light meal products, China, 2018-20
                                                                                                                      • Global Trends/Innovations

                                                                                                                        • Micronutrients in greater varieties and new occasions
                                                                                                                          • Figure 43: Examples of products highlighting novel micronutrients for immunity, Global. 2019
                                                                                                                          • Figure 44: Flat Tummies highlights fresh oranges as top ingredients, India, 2019
                                                                                                                        • Botanicals show overriding trend as natural sources of nutrients
                                                                                                                          • Figure 45: Share of food, drink and healthcare launches with an immune system claim, by select herbal ingredients, Global, May 2015-April 2020
                                                                                                                          • Figure 46: Examples of products highlighting botanical ingredients for immunity, Global, 2018-20
                                                                                                                        • Boosting immunity from maintaining healthy gut mucous lining
                                                                                                                          • Figure 47: Examples of products offering immune and digestive health benefits, Global, 2019-20
                                                                                                                        • Personalisation is trending
                                                                                                                          • Figure 48: Examples of functional yogurt products, Japan, 2017-20
                                                                                                                          • Figure 49: Examples of personalised supplements, Global, 2019
                                                                                                                        • Putting adequate sleep and rest into the equation
                                                                                                                          • Figure 50: Examples of food, drink and supplement manufacturers communicating the importance of sleep and immunity, Global, 2020
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • Digestive, skin and mental health playing active roles in immunity association
                                                                                                                          • More detailed solutions are in demand
                                                                                                                            • Lack of knowledge and spending power for supplements barriers in low income groups
                                                                                                                              • Awareness of effective ingredients is a result of years of market education
                                                                                                                                • Early adopters (Mintropolitans) go for exotic nutrition
                                                                                                                                  • Professional human lifestyle expertise in demand
                                                                                                                                  • Perceived signs of poor immunity

                                                                                                                                    • Multiple signs of poor immunity on consumers’ watch list
                                                                                                                                      • Figure 51: Perceived signs of poor immunity, April 2020
                                                                                                                                    • Setting up relevant ‘scenario’ for a defined audience
                                                                                                                                      • Figure 52: Perceived signs of poor immunity, by age, April 2020
                                                                                                                                    • Early middle-aged females are more cautious about stress and fatigue
                                                                                                                                      • Figure 53: Perceived signs of poor immunity, by gender and age, April 2020
                                                                                                                                      • Figure 54: Natura’s meditation app, Brazil, 2018
                                                                                                                                    • Seniors care more about chronic disease
                                                                                                                                      • Affluent young males are more driven by skin immunity
                                                                                                                                        • Figure 55: Perceived signs of poor immunity, by monthly household income, April 2020
                                                                                                                                      • Consumers in lower tier cities stay up-to-date
                                                                                                                                        • Figure 56: Perceived signs of poor immunity, by city tiers, April 2020
                                                                                                                                      • Signs of poor immunity can be related
                                                                                                                                        • Figure 57: Perceived signs of poor immunity, by consumers who are aware of certain signs of poor immunity, April 2020
                                                                                                                                    • Approaches for improving immunity

                                                                                                                                      • Consumers view immunity management as best tackled holistically
                                                                                                                                        • Figure 58: Approaches for improving immunity, April 2020
                                                                                                                                      • Solutions to sleep, fitness and nutrition issues are desirable
                                                                                                                                        • Figure 59: Analysis of perceived importance and frequency of approaches taken to improve immunity, April 2020
                                                                                                                                      • Consumers look for sugar reduction and less processed food and drinks
                                                                                                                                        • Figure 60: Reducing sugar intake and eating less processed foods – important but I haven’t done enough, by age, April 2020
                                                                                                                                      • Barriers from taking health supplements: lack of knowledge and spending power
                                                                                                                                        • Figure 61: Taking supplements regularly – important and I have been doing it regularly, by monthly household income, gender and age, education and family structure, April 2020
                                                                                                                                        • Figure 62: Taking supplements regularly – not important to me, by monthly household income, family structure and education, April 2020
                                                                                                                                      • Students have sleep management problems
                                                                                                                                        • Figure 63: Getting enough sleep – important but I haven’t done enough, by selected employment types, April 2020
                                                                                                                                        • Figure 64: Goodnight water by Wan An Technology, China, 2019
                                                                                                                                      • High income earners: exercise for stress management
                                                                                                                                        • Figure 65: Exercise regularly and maintaining a positive mindset – important and I have been doing it regularly, by selected employment types and monthly household income, April 2020
                                                                                                                                        • Figure 66: Exercise regularly – important and I have been doing it regularly, by different age groups with high household income, April 2020
                                                                                                                                    • Nutrients associated with immunity

                                                                                                                                      • Multivitamins, protein and probiotics are most acknowledged
                                                                                                                                        • Figure 67: Nutrients associated with immunity, April 2020
                                                                                                                                      • Protein and iron for females but zinc and selenium for males
                                                                                                                                        • Figure 68: Nutrients associated with immunity, by gender, April 2020
                                                                                                                                        • Figure 69: Examples of protein, probiotics and iron formulated products designed for females, Global, 2017-19
                                                                                                                                        • Figure 70: OneDayMore’s muesli for males, Poland, 2018
                                                                                                                                      • Young people go for single nutrients
                                                                                                                                        • Figure 71: Nutrients associated with immunity – zinc, single vitamins, iron, by age, April 2020
                                                                                                                                      • High income earners are more interested in fish oil
                                                                                                                                        • Figure 72: Nutrients associated with immunity – fish oil*, by monthly household income and consumer classification, April 2020
                                                                                                                                      • Probiotics see opportunity targeting kids
                                                                                                                                        • Figure 73: Nutrients associated with immunity – probiotics, by family structure, April 2020
                                                                                                                                      • Combining immune-boosting nutrients to offer synergic functions
                                                                                                                                        • Figure 74: Nutrients associated with immunity – multivitamins, protein and probiotics, by consumers who associate selected nutrients with immunity, April 2020
                                                                                                                                    • Botanical ingredients associated with immunity

                                                                                                                                      • Ginseng is the most widely accepted botanical ingredient
                                                                                                                                        • Figure 75: Botanical ingredients associated with immunity, April 2020
                                                                                                                                      • Ginseng and ginger for the young and garlic and mushrooms for the older
                                                                                                                                        • Figure 76: Botanical ingredients associated with immunity – ginseng, Ganoderma spore powder, garlic, ginger, by age, April 2020
                                                                                                                                        • Figure 77: Share of selected surveyed botanical ingredients in food* and drink launches with functional claims** related to immunity, China, May 2017-April 2020
                                                                                                                                      • Targeting more educated consumers with exotic botanicals
                                                                                                                                        • Figure 78: Botanical ingredients associated with immunity – anthocyanin, curcumin, quercetin, by education, April 2020
                                                                                                                                      • Green tea, curcumin and maca to help consumers feel calm
                                                                                                                                        • Figure 79: Botanical ingredients associated with immunity – green tea, curcumin, maca, by consumers who perceive feeling stress as a sign of poor immunity, April 2020
                                                                                                                                        • Figure 80: Examples of products containing green tea, curcumin or maca for stress-relief benefits, Global, 2019-20
                                                                                                                                      • Hybrid ingredients to boost product appeal
                                                                                                                                        • Figure 81: Selected botanical ingredients associated with immunity, by consumers who associate probiotics with immunity, April 2020
                                                                                                                                    • Trust in different information sources

                                                                                                                                      • Professional human expertise is in demand
                                                                                                                                          • Figure 82: Trust in different information sources, April 2020
                                                                                                                                          • Figure 83: Trust in accredited nutritionists – yes, by consumers who perceive sensitive digestive system as a sign of poor immunity, April 2020
                                                                                                                                        • Online channels are yet to build credibility via offering human advice
                                                                                                                                          • Figure 84: Analysis of perceived trust and level of uncertainty towards different information sources, April 2020
                                                                                                                                          • Figure 85: Trust in different information sources – accredited nutritionists, health info websites/apps, by age, April 2020
                                                                                                                                        • “Word of mouth” is a key opinion driver among middle-aged and senior consumers
                                                                                                                                          • Figure 86: Trust in different information sources – family/friends, by age, April 2020
                                                                                                                                        • Moving from health experts to KOLs
                                                                                                                                          • Figure 87: Trust in selected information sources – yes, by consumers who trust in online influencers, April 2020
                                                                                                                                      • Attitudes towards immunity

                                                                                                                                        • Immunity is a long-term demand yet too many choices can be confusing
                                                                                                                                          • Figure 88: Attitudes towards immunity, April 2020
                                                                                                                                        • Claims are perceived as more trustworthy among lower tier consumers
                                                                                                                                          • Figure 89: Attitudes towards immunity – products with immunity claims are trustworthy, by city tier, April 2020
                                                                                                                                        • Descriptive claims are key to marketing stress-relief products
                                                                                                                                          • Figure 90: Selected attitudes towards immunity – any agree, by consumers who perceive ‘often feel stress’ as a sign of poor immunity, April 2020
                                                                                                                                        • Disconnection between ingredients and their functions is a barrier
                                                                                                                                          • Figure 91: Selected attitudes towards immunity, by consumers who find selected ways of immunity management being important but haven’t done enough, April 2020
                                                                                                                                          • Figure 92: Attitudes towards immunity – nutrients sourced from food are better absorbed than from supplements, by consumers who find taking supplements regularly important and have been doing it regularly, April 2020
                                                                                                                                      • Meet the Mintropolitans

                                                                                                                                        • Mintropolitans see more signs of poor immunity
                                                                                                                                          • Figure 93: Perceived signs of poor immunity, by consumer classification, April 2020
                                                                                                                                          • Figure 94: Trust in selected information sources – yes, by consumer classification, April 2020
                                                                                                                                        • Mintropolitans spend more effort on holistic health improvement
                                                                                                                                          • Figure 95: Selected approach to improve immunity, by consumer classification, April 2020
                                                                                                                                        • Mintropolitans go for exotic ingredients
                                                                                                                                          • Figure 96: Selected nutrients and botanical ingredients associated with immunity, by consumer classification, April 2020
                                                                                                                                      • Appendix – Methodology and Abbreviations

                                                                                                                                        • Methodology
                                                                                                                                          • Abbreviations

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