2020
0
Gut Health Management – China – August 2020
2020-08-27T15:56:45+01:00
OX990426
3695
123330
[{"name":"Health and Wellbeing","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing"}]
Report
en_GB
“Consumers’ preference for holistic natural approaches drives growth for functional food and drink and presents challenges for supplements in the gut health management market. Opportunities lie in category expansion to…

Gut Health Management – China – August 2020

£ 3,695 (Excl.Tax)

Report Summary

“Consumers’ preference for holistic natural approaches drives growth for functional food and drink and presents challenges for supplements in the gut health management market. Opportunities lie in category expansion to offer various “better-for-gut health” food and drink choices (eg a mix of both healthy and indulgence options), as well as supplement innovation driven by more sophisticated product needs (eg new usage occasions, new formula interest). Furthermore, consumers’ rising attention on mental health, particularly after COVID-19, suggests investing in consumer education regarding the gut/brain connection could further drive the growth of the gut management market in the long term.”
– Catherine Liu, Research Analyst, 7 August 2020

Key issues covered in this Report

  • Impact of COVID-19 on consumer demand and usage of gut health management products and services
  • How brands, companies and manufacturers could react to market opportunities and threats post-COVID-19
  • Understanding today’s consumers’ gut health issues and approaches to improve gut health
  • Consumers’ perceived benefits of a ‘healthy gut’
  • Consumers’ interests in ingredients and product formats related to managing gut health

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
                • Preference for holistic natural approaches challenge OTC remedies and supplements while presents opportunity for functional food and drink
                  • Opportunity for upgraded products and services featuring more detailed benefits
                    • Impact of COVID-19 on gut health 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 gut health management Market, August 2020
                      • Companies and brands
                        • The consumer
                          • Gut health management is more driven by sub-health issues instead of specific diseases
                            • Figure 3: Gut health issues, April 2020
                          • Consumers view gut health as best tackled holistically and prioritising probiotic products
                            • Figure 4: Methods to improve gut health, April 2020
                          • Probiotic product consideration factors are getting sophisticated
                            • Figure 5: Probiotics purchase consideration factors, April 2020
                          • Seeking to diversify gut health benefits with rising mental health association
                            • Figure 6: Perceived benefits of gut health, April 2020
                          • Prebiotics and postbiotics are niche – better recognised amongst sophisticated consumers
                            • Figure 7: Knowledge about gut microbiota, April 2020
                          • Wide interest in more food and drinks with added probiotics and fibre
                            • Figure 8: Product format preferences, April 2020
                          • What we think
                          • Issues and Insights

                            • Prioritising “syn/prebiotics” to improve gut health product efficacy
                              • The facts
                                • The implications
                                  • Figure 9: Icome probiotics powder, Taiwan, 2020
                                  • Figure 10: Examples of prebiotic-formulated products tapping into specific health needs, Global, 2020
                                  • Figure 11: Emma & Tom’s probiotic + prebiotic straight orange juice, Australia, 2020
                                • Make gut health more important by highlighting gut-brain axis
                                  • The facts
                                    • The implications
                                      • Figure 12: Examples of brands communicating the gut/brain axis in marketing activities, Global
                                      • Figure 13: Examples of food and drink products featuring digestive and mental health benefits, Global, 2018-19
                                      • Figure 14: Examples of personalised supplements featuring gut-brain health as part of the service, Global
                                    • Tap into the postbiotics trend for new ways to provide gut health benefits
                                      • The facts
                                        • The implications
                                          • Figure 15: Examples of products highlighting postbiotics’ benefits, Global, 2019
                                          • Figure 16: Examples of different category applications of postbiotics ingredients, Global, 2018-19
                                          • Figure 17: House Wellness Food’s powder stick and jelly drink featuring L-137, Japan, 2019-20
                                      • The Market – What You Need to Know

                                        • Preference for holistic natural approaches challenge OTC remedies and supplements while presenting opportunity for functional food and drink
                                          • Everyday food and drink categories can target young people with gut health benefits
                                            • Opportunities lie beyond exploring new formula interest
                                            • Market Overview

                                              • Young generation offer an untapped opportunity for gut health market
                                                • Desire for a holistic and natural approach for gut health management
                                                  • Deepening of science research to expand gut health products’ claims
                                                    • More detailed benefits of probiotics are in demand, and postbiotic concept is emerging
                                                      • The impact of COVID-19 on gut health management
                                                          • Figure 18: Short, medium and long-term impact of COVID-19 on gut health management market, August 2020
                                                      • Market Segmentation

                                                        • The big picture
                                                          • Figure 19: Share of food*, drink and supplement launches with functional claims related to gut health**, China, July 2015-June 2020
                                                        • Category spotlight: food and drink
                                                          • Trends in product claims
                                                            • Figure 20: Share of food* and drink launches with functional claims** related to gut health, China, July 2017-June 2020
                                                          • Probiotic claims
                                                            • Figure 21: Share of food* and drink launches with a probiotic claim, by top five categories, China, July 2017-June 2020
                                                            • Figure 22: Top five categories for food* and drink launches with a probiotic claim, by moving annual total, China, July 2017-June 2020
                                                          • Dairy continues to innovate
                                                            • Figure 23: Examples of yoghurt highlighting detailed features of probiotics, China, 2020
                                                          • Boost Juice drink’s functional profile with added probiotics
                                                            • Figure 24: Examples of juice drinks featuring a probiotic claim, China, 2019
                                                          • Prebiotics claims
                                                            • Figure 25: Share of food* and drink launches with a prebiotic claim, by top five categories, China, July 2017-June 2020
                                                            • Figure 26: Top five categories for food* and drink launches with a prebiotic claim, by moving annual total, China, July 2017-June 2020
                                                            • Figure 27: Examples of sugar confectionary combining probiotics and prebiotics, China, 2018
                                                          • High/added fibre claims
                                                            • Figure 28: Share of food* and drink launches with a high/added fibre claim, by top five categories, China, July 2017-June 2020
                                                            • Figure 29: Top five categories for food* and drink launches with a high/added fibre claim, by moving annual total, China, July 2017-June 2020
                                                            • Figure 30: Examples of dairy and dairy alternatives featuring a high/added fibre claim, China, 2019-20
                                                          • “High-fibre” could be used for sugar reduction in snacks
                                                            • Other opportunity: high-fibre digestive claim warrants attention in weight management
                                                              • Figure 31: Examples of meal replacement products featuring high/added fibre and general digestive health claims, China, 2019
                                                              • Figure 32: Ideal Fuel’s bulletproof tea, China, 2020
                                                            • Category spotlight: healthcare
                                                              • Figure 33: Share of healthcare launches with functional claims* relate to gut health, China, July 2015-June 2020
                                                            • Gut health supplements are big business
                                                              • Figure 34: Product segmentation – Vitamins and dietary supplements with functional claims* related to gut health, China, July 2015-June 2020
                                                            • Ingredient spotlight
                                                              • Probiotics, fibre and prebiotics explore opportunities beyond gut health
                                                                • Figure 35: Food*, drink and supplement launches with a ‘probiotic’ claim, by top five functional claims, China, July 2015-June 2020
                                                                • Figure 36: Food*, drink and supplement launches with a ‘high/added fibre’ or prebiotic’ claim, by top five functional claims, China, July 2015-June 2020
                                                              • Postbiotics could thrive in categories like ambient food and drink
                                                                • Figure 37: Top 10 food*, drink and supplement launches featuring postbiotics** as ingredients, APAC, July 2015-June 2020
                                                              • Service spotlight
                                                                • The gut health diagnostics market gets specialised
                                                                  • Benefits from fitness and mental wellbeing could drive the gut health market
                                                                  • Companies and Brands – What You Need to Know

                                                                    • Big Chinese dairy brands eyeing awareness expansion
                                                                      • Chinese yoghurt brands promote gut health benefits in different ways
                                                                        • Diagnostic companies get specialised
                                                                          • Global trend: tapping into multiple benefits of gut health ingredients
                                                                            • Global trend: gut/brain axis will become the next normal
                                                                            • Competitive Strategies

                                                                                • Figure 38: Leading companies’ share of new product launch with functional claims relate to gut health, China, June 2015-May 2020
                                                                              • Mengniu: invest in education to the public
                                                                                • Figure 39: Mengniu’s gut health white paper and educational animation and posters, China, 2020
                                                                              • Yili: experimenting functional product expansion with social network launch
                                                                                • Figure 40: Foodcode’s Yi Xiao Jun and Yi Xiao Sheng probiotic products, China, 2019
                                                                              • Quaker: age-old brand reaching a broader usage occasion
                                                                                • Figure 41: Quaker’s oats rye high fibre multigrain, China, 2020
                                                                              • Junlebao is active in innovating natural flavour
                                                                                • Figure 42: Junlebao Purjoy’s probiotic yoghurt, China, 2020
                                                                              • Newhope: overcome technical challenges that limit probiotic effectiveness
                                                                                • Figure 43: Newhope’s Huaxi Huo Run yoghurt, China, 2020
                                                                              • Small food and drink brands are communicating on detailed bacterium features
                                                                                • Figure 44: Examples of yoghurt highlighting a specific bacteria type and its health benefits, China, 2019-20
                                                                              • Supplement brands head to gut/brain connection innovation
                                                                                • Figure 45: Umeta Yi Xiu GABA + Probiotics Pressed Candy and Bened Biomedical Psychobiotic PS128, China
                                                                              • Diagnostic companies get specialised
                                                                                • Figure 46: At-home gut microbiome testing services by We Health Gene and BGI Nutrition, China
                                                                            • Global Trends/Innovations

                                                                              • Expanding into more food and drink categories
                                                                                • Figure 47: Examples of food and drink category expansion in using probiotics, probiotics and fibre ingredients, Global, 2018-19
                                                                              • Tapping multiple benefits of functional fibre
                                                                                • Figure 48: Examples of products embracing multiple angles of functional fibre benefit, Global, 2019
                                                                              • Fortifying probiotics, prebiotics and botanicals in fermented drinks to increase product relevance
                                                                                • Figure 49: Examples of fermented drinks promoting gut health benefits, Global, 2018-19
                                                                              • Postbiotics shows an overriding trend
                                                                                • Figure 50: Examples of products using postbiotics, Overseas, 2018
                                                                              • Ease of use format for more convenient usage
                                                                                • Figure 51: Share of food, drink and healthcare launches with functional claims relate to gut health, by ‘ease of use’ as a convenience claim, Global vs China, July 2015-June 2020
                                                                                • Figure 52: Examples of innovative yoghurt and probiotic supplement formats, Global, 2018-19
                                                                              • Looking beyond digestion to cover various health benefits
                                                                                • Figure 53: Examples of products offering gut and other functional health benefits, Global, 2018-19
                                                                              • Adding simple educational message to mental wellness
                                                                                • Figure 54: Examples of food, drink and supplement brands using simple communication to highlight the importance of mental wellness and gut health, Overseas, 2018-19
                                                                              • Personalisation becomes more accurate by combining technology and human expertise
                                                                                • Figure 55: DayTwo’s gut microbiome testing service, Israel
                                                                            • The Consumer – What You Need to Know

                                                                              • Minor gut ailments coupled with lifestyle changes
                                                                                • Seeking to diversify gut health benefits with rising mental health association
                                                                                  • Probiotic product consideration factors are getting sophisticated
                                                                                    • Emerging ingredients (eg prebiotics, postbiotics) are in demand
                                                                                      • Wide interest in product formats with added probiotics or fibre
                                                                                      • Gut health issues

                                                                                        • Gut health management is more driven by ailments instead of specific diseases
                                                                                          • Figure 56: Gut health issues, April 2020
                                                                                        • Setting up relevant ‘scenarios’ for a defined audience
                                                                                          • Figure 57: Gut health issues, by age, April 2020
                                                                                        • Parents with kids are susceptible to digestive health symptoms
                                                                                          • Figure 58: Gut health issues (flatulence, poor skin conditions, abdominal cramps), by family structure, April 2020
                                                                                        • Poor appetite is ticked more by lower-tier city consumers
                                                                                          • Figure 59: Gut health issues (poor appetite), by city tiers, April 2020
                                                                                        • Consumers in Northern region are burdened by heartburn
                                                                                          • Figure 60: Gut health issues (heartburn), by region, April 2020
                                                                                        • Turn gut troubles to product bundles
                                                                                          • Figure 61: Gut health issues (poor appetite, abdominal cramps), by consumers who claim to have nausea in past 12 months, April 2020
                                                                                      • Methods to improve gut health

                                                                                        • Consumers view gut health as best tackled holistically
                                                                                          • Figure 62: Methods to improve gut health, April 2020
                                                                                        • Female consumers are key audiences for gut health management
                                                                                          • Young females are more aware of mental health
                                                                                            • Figure 63: Methods to improve gut health (food with high fibre, exercise, positive mindset), by gender and age, April 2020
                                                                                            • Figure 64: Xplor Sugar-Free Holy Basil Carom Seeds Cookies by Happymate Foods, India, 2019
                                                                                          • Middle-aged and senior females go for supplements
                                                                                            • Figure 65: Methods to improve gut health (probiotic and prebiotic supplements), by gender and age, April 2020
                                                                                          • Usage of prebiotic supplements is higher in lower tier cities
                                                                                            • Figure 66: Methods to improve gut health (probiotic and prebiotic supplements), by consumers who think probiotic and prebiotic supplements can improve gut health, April 2020
                                                                                        • Probiotics purchase consideration factors

                                                                                          • Containing live culture is the major consideration factor
                                                                                            • Figure 67: Probiotics purchase consideration factors, April 2020
                                                                                          • Probiotic supplements are less taste and price-driven as compared to yoghurt and lactobacillus drinks
                                                                                            • Figure 68: Probiotics purchase consideration factors, April 2020
                                                                                          • Potential for adding additional nutrients to lactobacillus drinks
                                                                                            • Figure 69: Probiotics purchase consideration factors (lactobacillus drinks – with additional nutrients), by gender and age and family structure, April 2020
                                                                                            • Figure 70: AGV’s Okina probiotic water, Taiwan, 2020
                                                                                        • Perceived benefits of gut health

                                                                                          • Immunity playing central role in gut health association
                                                                                            • Figure 71: Perceived benefits of gut health, April 2020
                                                                                            • Figure 72: Perceived benefits of gut health, by age, April 2020
                                                                                          • Gut health associations are related to education and income levels
                                                                                          • Knowledge of gut microbiota

                                                                                            • Improving nutrient absorption and metabolism playing active roles in gut microbiota association
                                                                                              • Figure 73: Knowledge of gut microbiota, April 2020
                                                                                            • Spotlight on synbiotics/postbiotics
                                                                                              • Prebiotics are yet to build awareness via highlighting it in supplements and fermented food and drinks
                                                                                                • Figure 74: Select knowledge of gut microbiota, by family structure and education, April 2020
                                                                                                • Figure 75: Knowledge of gut microbiota (I know the difference between probiotics and prebiotics), by methods to improve gut health, April 2020
                                                                                              • Although scarce, awareness of postbiotics’ benefits is emerging
                                                                                                • Figure 76: Perceived benefits of gut health, by knowledge of gut microbiota (I have heard about postbiotics*), April 2020
                                                                                              • Consumers expect Chinese medicine to be multifaceted
                                                                                                • Figure 77: Knowledge of gut microbiota, by methods to improve gut health (Chinese medicinal food*), April 2020
                                                                                                • Figure 78: Vida Glow beauty mind food supplement, UK, 2019
                                                                                              • Leverage diversified gut microbiota in conversation with supplements users
                                                                                                • Figure 79: Knowledge of gut microbiota (A healthy gut needs diversified types of bacteria), by methods to improve gut health (probiotic supplements), April 2020
                                                                                            • Product Format Preferences

                                                                                              • Wide interest in more food and drinks with added fibre or probiotics
                                                                                                • Figure 80: Product format preferences, April 2020
                                                                                              • Spotlight on product ideas with added probiotics
                                                                                                • Looking for probiotic chocolate to improve brain function
                                                                                                  • Figure 81: Product format preferences (add probiotics in chocolate), by perceived benefits of gut health (improving brain function), April 2020
                                                                                                • Spotlight on product ideas with added fibre
                                                                                                  • Adding fruit and vegetables as natural touch to innovative high-fibre biscuits
                                                                                                    • Figure 82: Product format preferences (add fibre in biscuits), by selected perceived benefits of gut health, April 2020
                                                                                                • Meet the Mintropolitans

                                                                                                  • Mental health plays an active role in Mintropolitans’ gut health association
                                                                                                    • Figure 83: Number of health benefits associated with gut health, by consumer classification, April 2020
                                                                                                    • Figure 84: Benefits of gut health (reducing anxiety, improving brain function), by consumer classification, April 2020
                                                                                                  • Mintropolitans are more knowledgeable about functional ingredients
                                                                                                    • Figure 85: Knowledge of gut microbiota, by consumer classification, April 2020
                                                                                                  • Mintropolitans are interested in imported strains
                                                                                                    • Figure 86: Probiotics purchase consideration factors (using imported strains), by consumer classification, April 2020
                                                                                                • Appendix – Methodology and Abbreviations

                                                                                                  • Methodology
                                                                                                    • Abbreviations

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