2021
0
China Managing Emotional Wellbeing Market Report 2021
2021-06-10T04:06:56+01:00
OX1049569
4995
139280
[{"name":"Mental Health and Wellness","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/mental-health-wellness"}]
Report
en_GB
“Not only buoyed by the fear of COVID-19, but also facing increasingly stressful surroundings, stress and tiredness continue to become the most commonly occurred emotional issues. As a result, consumers…

China Managing Emotional Wellbeing Market Report 2021

$ 4,995 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Consumer Attitudes Towards Houseplants and Cut Flowers market including the behaviours, preferences and habits of the consumer.

Chinese consumers show a high future demand for practising meditation to improve emotion. 36% are interested in trying meditation in future, versus only 18% showing no future interest. This suggests that health improvement methods that highlight ‘mind relaxation’ are key opportunity areas to expand products/ services distribution to connect with emotional health.

Consumers continuously experience stress and tiredness as the most common emotional issues. Overall, COVID-19 is not the single most crucial driver of emotional issues. Ongoing external factors like work and academic pressure and internal factors like sleep problems also have an impact.

In the wake of stressful surroundings, consumers are continuously seeking ways to improve emotion. Currently, most Chinese consumers prioritise making lifestyle changes over using products to improve mood, potentially leading to a passive situation of CPG sectors to tap into or expand product distribution in the emotional wellbeing market.

The good news is that the demand for comfort food and sensorial stimulation to manage emotional wellbeing is on consumers’ radar. This creates new opportunities in China’s CPG sectors to enter the emotional wellbeing management market. Brands and manufacturers can go beyond texture/taste/colour innovations of comfort food to include marketing comfort foods by creating specific emotive consumption occasions. They can also play up scent factors to meet consumers’ needs, such as exploring intriguing aromas to spark consumer imagination.

Read on to discover more, or take a look at our other Health and Wellbeing Market Research.

Quickly Understand

  • Emotional wellbeing market overview for 2021.
  • Marketing strategies to watch.
  • Product and service innovations to watch.
  • Consumer behaviours and attitudes related to emotional wellbeing.
  • Perceptions of different types of comfort food and emotional wellbeing.
  • Scent and colour associations with emotional wellbeing.
  • Stress management and emotional wellbeing.
  • Health and wellbeing market.
  • Health and wellbeing industry statistics.

Covered in this report

Products and services included: Packaged food and drinks, Health supplements, Household cleaning products, Aromatherapy and essential oils, Facial masks and eye masks, Exercise, analysed separately as low intensity (eg yoga) and high-intensity exercise (eg CrossFit), Meditation, Gaming and Psychologist consultations.

Expert analysis from a specialist in the field

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

Not only buoyed by the fear of COVID-19, but also facing increasingly stressful surroundings, stress and tiredness continue to become the most commonly occurred emotional issues. As a result, consumers are showing notable future interests in practising meditation and seeking sensory stimulations through scent-care. As using comfort food to adjust mood has been widely recognised, it is also worth connecting different comfort food with a specific “role” to accompany consumers given the tumult the world has experienced.

Catherine Liu
Senior Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The market
    • Chinese consumers are facing stressful surroundings – family/friend connections are the most important way to de-stress
    • China government zooms in caring for depression
    • Company strategies and innovations
    • Marketing highlight: lifting up confidence for the vulnerable
    • Category highlight: supplements, cleaning products, sports nutrition
    • Ingredient highlight: aromatic ingredients, minerals, psychobiotics
    • Service highlight: viewing mental treatment as building healthy habits by going to the ‘gym’
    • The consumer
    • Highlight on key demographics
    • Young people: not only looking for nighttime but also morning occasions to improve emotion
    • Parents: different strategies to manage emotions across different parenting stages
    • High earners: renewed definition of comfort foods
    • Lower tier city consumers: fast increasing interest in using aromatherapy/essential oils
    • Rising feeling of loneliness and short temper besides popular emotional issues
      • Figure 1: Emotional issues, China, February 2021
    • Low-intensity exercise and meditation are most attractive
      • Figure 2: Analysis of current usage and future interest of emotional wellbeing management products/services, China, February 2021
    • Demand for detailed occasions is on the rise besides popular deadline/work/study occasion
      • Figure 3: Emotional issues occasions, China, February 2021
    • Different comfort foods have their unique emotional associations
      • Figure 4: Correspondence analysis of comfort food association, China, February 2021
    • Consumers embrace both classic and niche scents and look for blue colour to improve mood
      • Figure 5: Smell association with emotion, China, February 2021
      • Figure 6: Top six colours that consumers associate with mood enhancement, China, February 2021
    • Mood-boosting products fit into specific usage occasions
      • Figure 7: Attitude towards products vs lifestyle changes in improving emotional wellbeing, by emotional issues occasion – exercise, China, February 2021
      • Figure 8: Products and services usage – Aromatherapy/essential oil and health supplements (have tried and will continue to do), by attitude towards products vs lifestyle changes in improving emotional wellbeing, China, February 2021
    • What we think
  3. Issues and Insights

    • Tapping into the interest in meditation concepts
    • The facts
    • The implications
      • Figure 9: Examples of meditation concepts products/services targeting young generations, China and overseas, 2018-20
      • Figure 10: Examples of products and services using meditation to target a variety of demographics, China and overseas, 2021
      • Figure 11: Examples of integrating meditation into a variety of occasions, China and overseas, 2018-20
    • Playing up the scent factors
    • The facts
    • The implications
      • Figure 12: Examples of products using creative aromatherapy/scents, China and US, 2020-21
      • Figure 13: Examples of brands that use storytelling to convey the meaning of the scents, China and Thailand, 2021
    • Taking a role play approach in marketing comfort foods
    • The facts
    • The implications
      • Figure 14: Examples of comfort food products taking a role play approach in marketing communications and product innovations, China and overseas, 2020-21
      • Figure 15: Examples of nostalgic marketing of comfort foods that use vegetables, Global, 2016-20
  4. Market Factors

    • Consumers are facing stressful surroundings
      • Figure 16: COVID-19 worry about lifestyle changes, China, February 2020-February 2021
      • Figure 17: Ways to de-stress, China, March 2020-March 2021
    • Mental health support most needed during personal growth and nourishment
      • Figure 18: Areas of need for mental health services, China, 2017-20
    • Chinese government zooms in caring for depression issues
    • Research continues to provide new angles for emotional wellness management
  5. Marketing Strategies

    • Lifting up young people’s confidence in the era of ‘involution’
      • Figure 19: Vivo’s “Get in with a Smile” campus recruitment activity, China, 2021
    • Providing support for return-to-work mums to build mental resilience
      • Figure 20: Examples of marketing campaigns that aim to provide support for mums to build mental resilience on going back to work, China and Australia, 2021
  6. Product Innovations

    • Category highlights
    • Popular mood-claimed categories are entering into sleep improving occasions
      • Figure 21: Share of food, drink and supplement launches mentioning ‘mood’ on pack, APAC, April 2018-March 2021
      • Figure 22: Examples of tea and supplement launches that look into ‘mood’ claims, Global, 2020-21
    • COVID-19 brings emotional imprinting to cleaning
      • Figure 23: Examples of cleaning products that emphasise emotional benefits, Global, 2020-21
    • Complementing mood-boosting sports
      • Figure 24: Examples of product innovations that support professional sports, Global, 2021
    • Ingredient highlights
    • Aromatic ingredients expand from BPC into food and drinks
      • Figure 25: Share of product launches* with mentions pertaining to aroma** stated on pack, APAC, April 2018-March 2021 (moving annual)
      • Figure 26: Examples of food and drink that highlights aromatic ingredients, Global, 2019-21
    • Herbal ingredients show popularity in food and drinks with sleep/stress functional claim
      • Figure 27: % of select ingredients used in food and drink products with sleep/stress functional claim, APAC, April 2018-March 2021 (moving annual)
      • Figure 28: Top five herbal substances used in food and drink products with sleep/stress functional claim, APAC, April 2018-March 2021 (moving annual)
      • Figure 29: Examples of sleep-improving products that uses herbal ingredients and minerals/amino acids, Global, 2020-21
    • Psychobiotics shows potential
    • Service highlights
    • Emotional fitness concept on trend
      • Figure 30: Coa’s online “Emotional Fitness Studio”, US, 2021
    • Mental treatment for physical health issues
      • Figure 31: Examples of health apps that solve physical health issues using psychological approach, Global, 2021
  7. Emotional Issues

    • Rising feeling of loneliness and short temper besides popular emotional issues
      • Figure 32: Ranking of emotional issues, China, 2020 vs 2021
    • Parents with toddlers are more likely to feel low and lonely
      • Figure 33: Emotional issues – Feeling low and lonely, by age of children under 18 in household, China, February 2021
    • Lower tier city consumers have increased incidence of feeling tired
      • Figure 34: Emotional issues – Feeling tired, by city, China, February 2021
  8. Products and Services Usage

    • Low-intensity exercise and meditation are most attractive
      • Figure 35: Analysis of current usage and future interest of emotional wellbeing management products/services, China, February 2021
    • Opportunity for meditation lies with late middle-aged consumers
      • Figure 36: Products and services usage – Meditation (haven’t tried but are interested in trying), by age, China, February 2021
    • Opportunity for aromatherapy lies with men
      • Figure 37: Products and services usage – Aromatherapy/essential oil (haven’t tried but are interested in trying), by gender, China, February 2021
    • Parents show diversified interest in emotional wellbeing products and services
      • Figure 38: Products and services usage – Health supplements and meditation (haven’t tried but are interested in trying), by age of children under 18 in household, China, February 2021
  9. Emotional Issues Occasions

    • Emotional issues peak at before deadlines and work/study occasion
      • Figure 39: Emotional issues occasions, China, February 2021
    • Addressing emotional needs during night and day are most sought by young and early middle-aged consumers
      • Figure 40: Emotional issues occasions (waking up and before going to bed), by age, China, February 2021
    • At-home occasion helps relieve exercise-induced stress
      • Figure 41: Attitude towards staying at home in improving mood, by emotional issues occasions, China, February 2021
    • Those experiencing emotional issues during cleaning would love a sense of social connectedness
      • Figure 42: Attitude towards talking with family/friends to improve emotional wellbeing, by emotional issues occasions, China, February 2021
  10. Comfort Food Association

    • Different comfort foods have their unique emotional associations
      • Figure 43: Correspondence analysis of comfort food association, China, February 2021
    • High-income earners eat healthy comfort food in time of being nostalgic
      • Figure 44: Consumers who choose to eat vegetable salad when they are nostalgic, by monthly personal income, China, February 2021
  11. Sensorial Associations with Emotional Wellbeing

    • Smell association with emotion
    • Consumers embrace both classic and niche scents
      • Figure 45: Smell association with emotion, China, February 2021
      • Figure 46: Gaps between scents used in BPC and FD products and consumers’ demand for different scents to improve emotional wellbeing, China
    • Herbal and dessert scents attract aromatherapy heavy users
      • Figure 47: Smell association with emotion – Herbal and sweet smell of dessert, by consumers who have tried and will continue to use aromatherapy/essential oils to improve emotion, China, February 2021
    • Colour association with emotion
    • Blue sets to explode as a popular mood-enhancing colour
      • Figure 48: Top six colours that consumers associate with mood enhancement, China, 2021
    • Moderate/extremely worried consumers seek after pink
      • Figure 49: Association of pink and mood enhancement, by COVID-19 worry on lifestyle, China, 2021
  12. Attitudes towards Emotional Wellbeing

    • Good understanding of the relationship between mood and gut
      • Figure 50: Attitude towards mood and gut health, China, February 2021
    • Widening interest in adopting meditation practices
      • Figure 51: Attitude towards meditation, by consumers who state they have had depression in last 12 months, China, February 2021
      • Figure 52: Future interest of meditation, by attitude towards career and hobbies in life fulfilment, China, February 2021
      • Figure 53: Attitude towards meditation, by select emotional issues occasion, China, February 2021
    • Mood-boosting products fit into specific usage occasions
      • Figure 54: Attitude towards products vs. lifestyle changes in improving emotional wellbeing, by emotional issues occasion – exercise, China, February 2021
      • Figure 55: Products and services usage – Aromatherapy/essential oil and health supplements (have tried and will continue to do), by attitude towards products vs lifestyle changes in improving emotional wellbeing, China, February 2021
  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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch