2022
0
China Managing Emotional Wellbeing Market Report 2022
2022-06-25T04:02:02+01:00
OX1105591
3695
152369
[{"name":"Mental Health and Wellness","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/mental-health-wellness"}]
Report
en_GB
"Improving sleep is a key opportunity in the managing emotional wellbeing market, as about half of the surveyed consumers have experienced sleep disorder symptoms. Brands may address the lack of…

China Managing Emotional Wellbeing Market Report 2022

Consumer ReportsMental Health and WellnessChina

£ 3,695 (Excl.Tax)

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Description

“Improving sleep is a key opportunity in the managing emotional wellbeing market, as about half of the surveyed consumers have experienced sleep disorder symptoms. Brands may address the lack of transparency and the subjective attitudes towards products/services to win positive feedback. With the continuous COVID impact, consumers may experience different levels of mental health difficulties. Mintel believes that brands can win positive brand awareness with communication messages responding to the specific needs of target demographics (eg multi-generation families, fresh graduates and middle-aged/senior consumers).”

– Yan Hou, Senior Research Analyst

This report will look at the following areas:

  • Emotional wellbeing challenges under COVID-19
  • Marketing strategies to watch
  • Product and service innovations to watch
  • Identifying consumers’ interested topics related to managing emotional wellbeing
  • Consumer behaviours and attitudes related to sleeping issues and solutions
  • Products/services opportunities in the sleep improvement market

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Demographic classifications

  2. Executive Summary

    • The market
    • Market factors
    • Employee mental wellbeing is highly regarded, becoming an employer’s social responsibility
    • Government is putting more effort into educating the public about mental health
    • Extended working hours triggered “staying up revenge”
    • Young people are under pressure from work/employment
    • More consumers search for customized professional mental health solutions
    • COVID influences
    • Mental health challenges vary by geographic location and may bring challenges to the marketing strategies regarding relevancy
    • Marketing strategies
    • Caring for younger consumers facing important life stages amid COVID-19
    • “Emotional healing” becomes a keyword in beauty and personal care marketing
    • Addressing consumers’ growing desire for safety amongst various uncertainties
    • Product innovations
    • Scope for product innovations to expand in both food and healthcare categories
    • Rise of sleep coaxing professionals and new ways to de-stress during leisure time
    • The consumer
    • Living situations affect consumers’ sleep quality especially during COVID
      • Figure 1: Sleep disorder symptoms, 2022
    • Consumers with high education are affected by various types of factors
      • Figure 2: Factors affecting sleep, 2022
    • Food and drinks with fortified sleep aiding ingredients may increase credibility to win high household income consumers
      • Figure 3: Methods that ensure sleep quality, 2022
    • Young consumers aged 18-24 are most eager to learn how to get rid of stress from work/study
      • Figure 4: Mental/emotional health topics of concern, 2022
    • Late middle-aged consumers tend to use offline information channel
      • Figure 5: Information channel, 2022
    • Consumers are cautious about the side effects of sleep improving supplements
      • Figure 6: Attitudes toward side effects of sleep improving supplements, 2022
    • What we think

  3. Issues and Insights

    • Consumers who live in multi-generation family structures look for mental health support
      • Figure 7: Home design brand commercial links to a dilemma in multi-generation families, 2021
      • Figure 8: Liu Genghong’s home fitness live stream class, 2022
    • Edible products in the mental health category need to focus on credibility
      • Figure 9: Fancl health supplement application of transparent information communication, Japan, 2020
    • Products/services that ensure sleep quality can respond to middle-aged and later middle-aged consumers
      • Figure 10: The business application of therapy journal, 2021
      • Figure 11: External therapeutic treatment product packages on Mother’s Day, 2022

  4. Market Factors

    • Employee mental wellbeing is highly regarded, becoming an employer’s social responsibility
    • Government is putting more effort into educating the public about mental health
    • Chinese consumers are experiencing sleep quality issues
    • Young people are under pressure from work/employment
      • Figure 12: Population of new graduates, 2019-2022
    • More consumers search for customized professional mental health solutions

  5. COVID Influences

    • COVID-19 China context
    • COVID-19 impact on the market and consumers
    • The outbreak is challenging people’s mental health
    • Consumers’ perceptions of mental health challenges vary dramatically by region
    • Strict measures make it more challenging for young people at important turning points

  6. Marketing Strategies

    • Zoom in on stressful new graduates’ market
      • Figure 13: TMall “white shirt” campaign, 2020
    • “Emotional healing” becomes an emerging scenario in beauty and personal care marketing
      • Figure 14: Kuyura commercial, 2021
    • Auto brand responds to consumers’ desire for a sense of security
      • Figure 15: Li auto women’s day campaign, 2022

  7. Product Innovation

    • Food and Drink
    • New products featuring stress/sleep claims are on the rise
      • Figure 16: Share of product launches with functional claim: stress & sleep in food and drink category, china vs global markets, 2019-2021
    • Scope to expand from tea to other categories
      • Figure 17: Share of food, drink launches with functional claim: stress & sleep, global, 2019-2021
      • Figure 18: Hot beverages associated with sleeping occasions, China and overseas, 2021
      • Figure 19: Nutritional drinks associated with sleeping occasions, China, 2021
    • Indulgent products adding natural ingredients helpful for mind relaxation
      • Figure 20: Chocolate and ice cream with mood-boosting ingredients, overseas, 2021
    • Domestic tea products innovate to keep up with trendy packages
      • Figure 21: Tea product with sleep improvement function in trendy packaging, China, 2021
    • Healthcare
    • Globally, sleep aid solutions range from health care to beauty brands
      • Figure 22: Share of product launches with functional claim: stress & sleep in healthcare category, global, 2019-2021
      • Figure 23: Share of healthcare products with functional: stress & sleep, global, 2019-2021
      • Figure 24: Beauty brands offering sleep aid products, overseas, 2021
    • The domestic market is following suit
      • Figure 25: Share of product launches with functional: stress & sleep in healthcare category, China, 2019-2021
      • Figure 26: Example of supplement in China, 2022
      • Figure 27: Examples of sleep aids in China, 2021
    • Service Highlights
    • Rise of sleep coaxers (哄睡师)
      • Figure 28: Just chill innovative sleep coaxing service, 2021
    • Caring for employees’ emotional wellbeing
      • Figure 29: Social vending in the office, 2022
    • Leisure services help people to de-stress
      • Figure 30: Tufting social media posts, 2021

  8. Sleep Disorder Symptoms

    • About half of surveyed consumers have experienced sleep disorder symptoms
      • Figure 31: Sleep disorder symptoms, 2022
      • Figure 32: Sleep disorder symptoms: always/sometimes difficult, by living situation, 2022
    • Consumers have faith in products alleviating the inability to fall asleep
      • Figure 33: Attitudes toward sleep: sleep improving products/ services, by sleep status: always difficult, 2022
      • Figure 34: Attitudes toward sleep of food and drinks that claim to have sleep improving function, by sleep status: always difficult, 2022

  9. Factors Affecting Sleep

    • Most consumers are influenced by three to four factors
      • Figure 35: Factors affecting sleep: repertoire, 2022
      • Figure 36: Factors affecting sleep, 2022
      • Figure 37: Selected factor affecting sleep: prolonged use of electronics, by age group, 2022
    • Consumers who take care of multi-generation family members are feeling more pressure
      • Figure 38: Factors affecting sleep: repertoire, by living situation, 2022
    • Consumers with high education are affected by various types of factors
      • Figure 39: Factors affecting sleep: more than 5 types, by education background, 2022
      • Figure 40: Information channel, by factors affecting sleep: more than 5 types, 2022
    • Consumers who are easily influenced by social environment tend to experience sleep disorder symptoms
      • Figure 41: Factors affecting sleep, by sleep status: always difficult, 2022

  10. Methods That Ensure Sleep Quality

    • Home textile products and massage/sleep aid devices are attractive markets
      • Figure 42: Methods that ensure sleep quality, 2022
      • Figure 43: Selected methods that ensure sleep quality, by age group, 2022
    • Opportunity for external therapeutic treatment products lies with middle-aged consumers
      • Figure 44: Selected methods that ensure sleep quality, by age group, 2022
      • Figure 45: Selected smell scent associations, by selected age groups, 2022
    • Opportunity for food and drinks with fortified sleep aiding ingredients lies with high household income consumers
      • Figure 46: Selected methods that ensure sleep quality, by monthly household income, 2022

  11. Mental/Emotional Health Topics of Concern

    • Consumers pay most attention to learning to control/relieve negative feelings and stress
      • Figure 47: Mental/emotional health topics of concern, 2022
    • Young consumers aged 18-24 are most eager to learn how to get rid of stress from work/study
      • Figure 48: Selected mental/emotional health topics of concern: first, by age group, 2022
    • Late middle-aged consumers and those in Beijing, Xiamen and Wuhan pay more attention to improving sleep
      • Figure 49: Selected mental/emotional health topics of concern: first, by age group, 2022
      • Figure 50: Selected mental/emotional health topics of concern: first, by city, 2022
    • Mental illness prevention topic tends to be attractive to consumers who go to psychologists
      • Figure 51: Selected mental/emotional health topics of concern, by information channel, 2022

  12. Information Channel

    • Social media, video platforms and acquaintances sharing are most popular information channels
      • Figure 52: Information channel: repertoire, 2022
      • Figure 53: Information channel, 2022
    • Late middle-aged consumers tend to use offline information channel
      • Figure 54: Selected information channel, by age group, 2022

  13. Attitudes toward Sleep Quality and Improvement

    • More than half of consumers are aware staying up late is unhealthy
      • Figure 55: Attitudes toward sleep，2022
      • Figure 56: Attitudes toward sleep, 2022
      • Figure 57: Attitudes toward sleep, 2022
    • Consumers are cautious about the side effects of sleep improving supplements
      • Figure 58: Attitudes toward side effects of sleep improving supplements, 2022
      • Figure 59: Methods that ensure sleep quality: have not used but interested in using, by attitudes towards side effects of sleep improving supplements, 2022
    • Food and drinks with sleep improving function are more popular among middle-aged consumers
      • Figure 60: Attitudes toward sleep of food and drinks that claim to have sleep improving function, 2022
      • Figure 61: Attitudes toward sleep of food and drinks that claim to have sleep improving function, 2022
    • Sleep improving products/services brands may need to educate consumers about efficacy
      • Figure 62: Attitudes toward effects of sleep improving products/services, 2022

  14. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

  15. Appendix – Data

      • Figure 63: Methods that ensure sleep quality, 2022
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