“Given the standards for healthy Chinese older adults emphasises the importance of helping seniors live healthily physically, psychologically and socially, these three aspects will become the future directions for companies and brands that wish to tap into the seniors’ wellbeing sector. Companies and brands should also ‘listen to’ seniors’ health behaviour shift after COVID-19, such as the need for body checks and fears of doing fitness exercises after recovery, and properly modify their products and services to suit seniors better.”
Catherine Liu, Principal Analyst
This report discusses the following key topics:
- Market factors influencing the seniors’ healthcare market.
- Latest noteworthy marketing activities and new product development.
- The prevalence of seniors’ health conditions and their behaviours in managing health.
- Perceived effectiveness of health measures after the COVID-19 prevention policy was relaxed.
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Companies and brands
- The consumer
- Seniors most likely to have eye issues and three highs and are actively treating them
- Figure 1: Seniors’ health conditions, China, 2023
- Proactive in various health management but limiting digital usage is hardest to achieve
- Figure 2: Health management behaviours, China, 2023
- Trust health professional’s advice but also value adult children’s suggestions
- Figure 3: Trust in information source, China, 2023
- Pay attention to qi and blood nourishing the most, especially after COVID infection
- Figure 4: Health focus under TCM theory, China, 2023
- Vitamins, minerals and probiotics are most popular after COVID-19 era
- Figure 5: Ingredients of interest, China, 2023
- Eating more seasonal foods is the no.1 ‘very effective’ health measure after COVID-19
- Figure 6: Perceived effectiveness of health measures, China, 2023
- What we think
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Issues and Insights
- Seniors’ pain management needs attention
- Figure 7: Kaia Health back pain app, US
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- Figure 8: Osteo Bi-Flex, China
- Senior fitness programs should focus on rehabilitation after COVID-19 infection
- Figure 9: Healthy Movement Classroom Ni-Co, Japan
- Body check services will open up seniors’ gifting segment in the post-COVID-19 era
- Seniors’ pain management needs attention
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Market Factors
- Standard for healthy Chinese older adults released
- The new dietary guidelines for seniors highlight reducing unnecessary food restrictions
- Seniors’ anxiety about COVID-19 reduced
- Figure 10: Percentage of COVID-19 infection status, China, 2023
- Gradual delay of retirement age may soon be in action
- Standard for healthy Chinese older adults released
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Marketing Activities
- Not only for business success but also for social progress
- Figure 11: The release of ‘white paper on nutrition knowledge and behaviour of people aged 40-60’ by Danone and the Chinese Nutrition Society, China, 2022
- Translated stickers on health products to address seniors’ challenges with foreign languages
- Figure 12: Chinese translation sticker service by Tmall Global, China, 2023
- Incorporating the AIGC model into seniors’ healthcare platform
- Not only for business success but also for social progress
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New Product Trends
- Use of the senior claim is low in China
- Figure 13: Share of new food*, drink** and healthcare launches with seniors (aged 55+) claim, China, 2020-23
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- Figure 14: Health-related claims* used in new food**, drink*** and healthcare launches with seniors (aged 55+) claim, China (top 10) vs Global (top 10), 2020-23
- Low glycaemic index claim is worthy of attention in food and drinks
- Figure 15: Top 10 markets of food* and drink** launches carrying low/no/reduced glycaemic claim, 2020-23
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- Figure 16: Examples of low GI food and drinks, China, 2023
- Improve the associated parts that contribute to senior health issues
- Figure 17: Suntory Locomore, China, 2023
- Gyms to indirectly assist seniors’ sleep improvement
- Figure 18: Leifras Health Care, Japan
- Use of the senior claim is low in China
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Seniors’ Health Conditions
- Eye issues: motivation to treatment is low in the disease stage
- Figure 19: Seniors’ health conditions, China, 2023
- Seniors are actively preventing various health conditions from occurring
- Figure 20: Heat map of treatment rate and prevention rate of seniors’ health conditions, China, 2023
- Gut and sleep health will become trendy after the COVID-19 era
- Figure 21: Seniors’ health conditions (didn’t have it but are currently actively preventing it), by COVID-19 infection status (was infected before), China, 2023
- Eye issues: motivation to treatment is low in the disease stage
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Health Management Behaviours
- Limiting the use of digital devices is the hardest to achieve
- Figure 22: Health management behaviours, China, 2023
- “Younger’ seniors have more craving for self-learning health knowledge
- Figure 23: Health management behaviour (important and have been doing it regularly) – Self-learn health knowledge, by age, China, 2023
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- Figure 24: Health management behaviour (important but I haven’t done enough) – Self-learn health knowledge, by age, China, 2023
- Supplements could look into three highs prevention to attract seniors
- Figure 25: Health management behaviour (important but I haven’t done enough) – Taking health supplements (a), by seniors’ health conditions – three highs, China, 2023
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- Figure 26: Swisse PLUS Advanced Cholesterol Protect, China, 2023
- Limiting the use of digital devices is the hardest to achieve
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Trust in Information Source
- Trust doctor’s advice the most, but value other sources too
- Figure 27: Trust in information source, China, 2023
- Over 60s more likely to trust advice from social media platforms
- Figure 28: Overall trust (a) in information source – Social media platforms (b), by age, China, 2023
- Adult children’s recommendations boost various health management motivations for seniors
- Figure 29: Overall trust (a) in information source (recommendations from my children), by health management behaviours (important but I haven’t done enough), China, 2023
- Trust doctor’s advice the most, but value other sources too
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Health Focus under TCM Theory
- More focused on supplementing qi and xue after COVID infection
- Figure 30: Health focus under TCM theory, China, 2023
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- Figure 31: TURF analysis – Health focus under the TCM theory, China, 2023
- Soybeans and nuts could be attractive with xue-nourishing benefits
- Figure 32: Health focus under the TCM theory (supplementing blood), by selected diet changes after the easing of COVID-19 restrictions (increased), China, 2023
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- Figure 33: Huang Xiao Zhu Zhu Jin ‘Five Red’ ready-to-eat congee, China, 2022
- More focused on supplementing qi and xue after COVID infection
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Ingredients of Interest
- Vitamins, minerals and probiotics are most popular after COVID-19 era
- Figure 34: Ingredients of interest, China, 2023
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- Figure 35: CHIAD analysis – Target group profile for the willingness to supplement herbs to improve health after the easing of COVID-19 restrictions (a), China, 2023
- Vitamins, minerals and probiotics are most popular after COVID-19 era
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Perceived Effectiveness of Health Measures
- Eating more seasonal foods is the no.1 very effective health measure
- Figure 36: Perceived effectiveness of health measures, China, 2023
- Vitamins and minerals are more welcomed by seniors who trust seasonal foods’ health effectiveness
- Figure 37: Select ingredients of interest, by effectiveness of health measures (very effective), China, 2023
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- Figure 38: The Secret Nature of Fruit vitamin chews powered by Dole, UK, 2023
- Perceived effectiveness of Chinese nourishing snacks boosted after COVID-19 infection
- Figure 39: Perceived effectiveness of health measures (very effective) – Eat nourishing snacks (a), by COVID infection status, China, 2023
- Eating more seasonal foods is the no.1 very effective health measure
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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