2022
0
China Gut Health Management Market Report 2022
2022-07-13T04:07:42+01:00
OX1103259
3695
153092
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Report
en_GB
“The increasing awareness of gut health management, coupled with the improvement of industry regulations on probiotics, is expected to drive ‘gut health’ and ‘probiotics’ to be the key words to…

China Gut Health Management Market Report 2022

£ 3,695 (Excl.Tax)

Description

“The increasing awareness of gut health management, coupled with the improvement of industry regulations on probiotics, is expected to drive ‘gut health’ and ‘probiotics’ to be the key words to capture spending interest in gut health products. It’s important to know that gut health management is currently not a widespread lifestyle pursuit felt by consumers. Brands and manufacturers will need to accurately meet consumers’ short-term needs (ie improving emotion), or map their products-to-be with consumers’ long-term needs (ie using locally researched probiotic strains) according to the business visions.”
Catherine Liu, Senior Research Analyst

This Report discusses the following key topics:

  • Market factors (including the impact of COVID-19) influencing the gut health management market.
  • Latest marketing activities and new product trends.
  • Changes in gut health status and overall perception of gut health.
  • Perception of probiotics, probiotics brand choice, information channels to learn about probiotics and preference in probiotic formats.

Table of Contents

  1. Overview

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

    • The market
    • The impact of COVID-19 in 2022
    • Gut health continues to be a health area to focus on
    • Brand name is more closely associated with quality
    • Gut-friendly feature will be more looked for in less pricey discretionary food and drink sector
    • Marketing and product innovation highlights
    • Marketing education around intestinal barrier is getting prolific
    • Communicate “high effectiveness” via crossover marketing collaboration
    • Probiotic claim is increasing faster than the general digestive claim
    • Trending in probiotics
      • Figure 1: Proportion of probiotic-claimed products among four different specialised nutrition segments, China, 2019/20-2021/22
      • Figure 2: Market share of probiotic-claimed products, by food and drink subcategories – Top five, China, 2019/20-2021/22
      • Figure 3: Proportion of selected (top 10) functional claims among new food, drink and supplements with probiotic claims, China, 2019/20-2021/22
    • The consumer
    • Gut health management is not yet a widespread lifestyle habit
      • Figure 4: Gut health status, China, 2022
    • Mood improvement for immediate and immunity improvement for long-term gut health-improving needs
      • Figure 5: Perceived benefits of gut health, China, 2022
    • Health supplement brands are more purchased by consumers
      • Figure 6: Probiotic brand choice, China, 2022
    • Supplement brand purchasers seek a wider array of information while food/drink brand purchasers are more focused
      • Figure 7: Probiotics information channel, China, 2022
    • Potency and locally researched strains receive attention apart from credible manufacturers
      • Figure 8: Important probiotics purchasing factors, China, 2022
    • Easy to adhere to, affordable and few side effects received similarly positive perceptions across different probiotic formats
      • Figure 9: Preference of probiotic format, China, 2022
    • What we think
  3. Issues and Insights

    • Deliver a new probiotic story by educating potency
      • Figure 10: JuneYao Werdery’s probiotic solid beverage drink marketing materials, China, 2022
    • Grab emotional wellbeing before the gut health market matures
      • Figure 11: MiraLAX Instagram post, US, 2022
      • Figure 12: Biotis SleepWell by FrieslandCampina Ingredients, Global, 2020
    • Locally researched probiotics: the next opportunity for mapping out China for China strategy
      • Figure 13: Examples of product development and marketing of locally researched probiotics, China, 2021-22
  4. Market Factors

    • Standardisation under a series of new group standards for probiotics
    • Probiotics’ popularity attracts B-side manufacturers to lay out C-side market
    • Series of breakthroughs by domestic companies regarding live bacteria drugs
  5. COVID Influences

    • COVID-19 China context
    • COVID-19 impact on the market and consumer
    • Gut health continues to be a health area to focus on
      • Figure 14: Factors most concerned – Ranking by top three, China, 2020-22
    • Brand name is more closely associated with quality
      • Figure 15: Attitudes towards brands, China, 2021-22
    • Gut-friendly feature will be more looked for in less pricey discretionary food and drink sector (ie non-alcoholic drinks)
      • Figure 16: Confidence in future financial situation, China, 2022
      • Figure 17: Trading up plans, China, 2021-22
  6. Marketing Activities

    • Tap into the market education around intestinal barrier
      • Figure 18: Examples of marketing materials that highlight the importance of healthy intestinal barriers, China, 2022
    • Communicate “high effectiveness” via crossover marketing collaboration
      • Figure 19: HEYTEA’s collaboration with Mr. Muscle, China, 2021
    • The emerging mixed-up trend using Yakult
      • Figure 20: Examples of tea drinks combining Yakult, China, 2022
  7. New Product Trends

    • A big picture: functional digestive and probiotic claims are increasing
      • Figure 21: Top 10 functional claims used in food, drink and supplement new product launches, China, 2019/20-2021/22
    • Probiotics: what’s trending
    • Probiotic claims getting active in infant and maternal specialised nutrition
      • Figure 22: Share of food, drink, supplements and specialised nutrition* new product launches with a functional probiotic claim, China, 2019/20-2021/22
      • Figure 23: Proportion of probiotic-claimed products among four different specialised nutrition segments, China, 2019/20-2021/22
      • Figure 24: Examples of baby nutrition products with a probiotic claim, China, 2022
    • Increasing application in snacks
      • Figure 25: Market share of probiotic-claimed products, by food and drink subcategories – Top five, China, 2019/20-2021/22
      • Figure 26: Examples of nuts and seeds products with a probiotic claim, China, 2021-22
    • Synbiotic and energy function are proliferating
      • Figure 27: Proportion of selected (top 10) functional claims among new food, drink and supplements with probiotic claims, China, 2019/20-2021/22
      • Figure 28: Example of product with both a probiotic and a functional energy claim, China, 2021
    • What to watch
    • Dietary supplements working on improving mouthfeel
      • Figure 29: Mei Ri de Jun, China, 2022
    • Special strains for disease management are emerging (H. pylori treatment)
      • Figure 30: JuneYao Werdery Qing You Shuang probiotic drinks, China, 2022
    • Probiotic fortified non-alcoholic beverages emerging overseas
      • Figure 31: Culture Pop Soda, US, 2022
    • Non-traditional formats are rising
      • Figure 32: Format type focus for probiotic-claimed food, drink and supplement new product launches – Top 10, Global, 2019/20-2021/22
      • Figure 33: Examples of probiotic products in non-traditional formats, US and Canada, 2022
  8. Gut Health Status

    • Awareness of managing gut health is high
      • Figure 34: Gut health status, China, 2022
    • Gut health management is not yet considered a lifestyle habit
      • Figure 35: Changes in awareness of gut health management, by gut discomfort*, China, 2022
      • Figure 36: Consumers who have experienced more gut discomfort and are more aware of gut health management, by education, China, 2022
  9. Perceived Benefits of Gut Health

    • Immunity continues to be the main benefit
      • Figure 37: Perceived benefits of gut health, China, 2022
    • Immunity improvement for long-term and mood improvement for short-term gut health-improving needs
      • Figure 38: Selected benefits of gut health, by immediacy of managing gut health, China, 2022
    • Consumers are more receptive to products explaining gut-sleep relationship from a cognitive perspective
      • Figure 39: Attitudes towards sleep of food and drinks that claim to have sleep-improving function, by select benefits of gut health, China, 2022
  10. Probiotic Brand Choice

    • By-Health is most purchased in the competitive market situation
      • Figure 40: Probiotic brand choice, China, 2022
    • Yili and Yakult used by more young people
      • Figure 41: Probiotic brand choice (top five), by age, China, 2022
    • Biostime has stronger opportunity to premiumise
      • Figure 42: Probiotic brand choice (top five), by monthly personal income (three groups), China, 2022
    • Purchased probiotic brand varies by region and city tier
      • Figure 43: Probiotic brand choice (top five), by region, China, 2022
  11. Important Probiotics Purchasing Factors

    • Credible manufacturers receive highest priority
      • Figure 44: Important probiotics purchasing factors, China, 2022
    • Consumers with a long-term need to manage gut health prioritise locally researched probiotic strains
      • Figure 45: Important probiotics purchasing factors – Strains developed by Chinese companies/research institutes, by immediacy of managing gut health, China, 2022
    • Different perceptions seen among those purchasing probiotics from food or supplement brands
      • Figure 46: Percentage point difference in important probiotics purchasing factors, by grouping of supplement/OTC and food/drink brands, China, 2022
  12. Probiotics Information Channel

    • Social media used by more lower tier city consumers
      • Figure 47: Probiotics information channel, China, 2022
    • Supplement brand purchasers seek a wider array of information while food/drink brand purchasers are more focused
      • Figure 48: Repertoire of probiotics information channel, China, 2022
      • Figure 49: Repertoire of probiotics information channel, by grouping of consumers who purchased products from supplement/OTC and food/drink brands to supplement probiotics, China, 2022
      • Figure 50: Percentage point difference in probiotics information channel used, by grouping of supplement/OTC and food/drink brands, China, 2022
    • Brand’s website used by more consumers with a long-term gut health management need
      • Figure 51: Probiotics information channel – Brand’s official website, by immediacy of managing gut health, China, 2022
  13. Preference of Probiotic Format

    • Similar positive perceptions in easy to adhere to, affordable and few side effects across all formats
      • Figure 52: Preference of probiotic format, China, 2022
      • Figure 53: Morishita Jintan Bifina Supplement, China, 2022
    • Mintropolitans more likely to associate trendiness with probiotics in capsule format
      • Figure 54: Preference of probiotic format – Capsule’s trendiness attribute, by consumer classification, China, 2022
  14. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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