With the promotion of the 'Healthy China' (健康中国) strategy, consumption occasions and selling points of different categories are blending and expanding into each other, intensifying the competition. To stand out in the cross-category competition centred on 'health', brands can tap into the strengths of adjacent categories, while also looking beyond the physical health space to leverage selling points based around the idea of holistic wellbeing. They can also utilise precision nutrition, 'medicine and food homology' (MFH) and 'cosmetics as food homology' as secondary drivers of growth.
Qianqian Ji, Senior Analyst, China Insights
In this Report, Mintel GNPD analysis of the China market covers food, beverage and healthcare categories.
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