2021
0
China Nutrition Knowledge Market Report 2021
2021-09-08T04:13:49+01:00
OX1046067
3695
142213
[{"name":"Nutrition","url":"https:\/\/store.mintel.com\/industries\/health-wellbeing\/healthy-eating-nutrition"}]
Report
en_GB
 “Consumers’ demand for nutrition will evolve to become ‘smarter’. At the same time, awareness of getting nutrient-rich food into the body will be as important as the need to cut…

China Nutrition Knowledge Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

 “Consumers’ demand for nutrition will evolve to become ‘smarter’. At the same time, awareness of getting nutrient-rich food into the body will be as important as the need to cut potentially unhealthy ingredients (eg sugar). As a result, future opportunities for nutrition-related market players include finding feasible methods to make personalised nutrition closely match consumers’ current health status, as well as tapping into ‘positive nutrition’ product features that balance taste, quality and health.”

– Catherine Liu, Senior Research Analyst

This report will look at the following areas:

  • Market factors influencing the health and nutrition industry
  • Marketing strategies to watch
  • New product innovations to watch
  • Key nutrient needs
  • Information channels consumers use to learn nutrition knowledge
  • Future interest in Chinese nourishing ingredients, specialised nutrition and personalised nutrition product attributes
  • Characteristics of key healthy eating consumers

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Products covered in this Report
          • Products/services excluded
          • Executive Summary

              • The market
                • Consumers of different ages have unique ‘healthy ageing’ goals
                  • ‘Covibesity’ puts health and nutrition sector on alert
                    • Government’s stringent regulations on product labelling a warning sign for food and drink sector
                      • Companies and brands
                        • Marketing highlight
                          • Supplements: marketing opportunity lies in personalised supplements for children
                            • Product innovation highlight
                              • The consumer
                                • ‘Positive nutrition’ for everyone and salt reduction starts young
                                  • Figure 1: Nutrient needs, China, 2021
                                • Short video apps are more popular when learning about nutrition compared to learning about healthcare
                                  • Figure 2: Information channels to nutrition knowledge, China, 2021
                                • Rising popularity of children and weight management nutrition while immunity and gut health nutrition are mainstay needs
                                  • Figure 3: Interest in specialised nutrition, China, 2021
                                • Ingredient effectiveness are unique to different consumption occasions
                                  • Figure 4: Correspondence analysis of Chinese nourishing ingredient consumption occasion, China, 2021
                                • Healthy meals and real time monitoring harvest more interest
                                  • Figure 5: Personalised nutrition perception, China, 2021
                                • Three key healthy eating consumer groups: Health Value Seekers, Indulgence Seekers and The Indifferent
                                  • Figure 6: Attitudes towards healthy eating – % of ‘strongly agree’, by consumer segmentation, China, 2021
                                • What we think
                                • Issues and Insights

                                  • Decoding consumers’ value perceptions of personalised nutrition
                                    • The facts
                                      • The implications
                                        • Figure 7: Examples of personalised nutrition products featuring convenience and affordable proposition, China and US, 2021
                                        • Figure 8: Persona nutrition, China and US, 2021
                                      • Decoding consumer demand for salt reduction
                                        • The facts
                                          • The implications
                                            • Figure 9: Examples of products using portion control to achieve salt reduction, Global, 2020-21
                                            • Figure 10: Examples of products using a personalised approach to salt reduction, China, 2020
                                            • Figure 11: Examples of salt-reduced products using ingredients that are both natural and familiar to people’s existing eating habits, Global, 2019-21
                                          • Meeting consumers’ positive nutrition needs at different levels
                                            • The facts
                                              • The implications
                                                • Figure 12: Examples of ‘better-for-you’ food and drinks pairing with positive nutrition features, Global, 2021
                                                • Figure 13: Examples of positive nutrition food and drinks dialling in detailed healthy lifestyle occasions, China and Russia, 2020-21
                                                • Figure 14: Examples of indulgent products featuring positive nutrition, Global, 2019-21
                                            • Market Overview

                                              • Chinese population is ageing
                                                • Figure 15: Population structure, by age, China, 1982-2020
                                                • Figure 16: Selected signs of ageing, by age, China, 2021
                                              • ‘Covibesity’ poised to become a new pandemic that businesses could help tackle
                                                • Increasing chronic disease survival rates will drive growth of FSMP
                                                  • Capital eyes nutrition product players who provide better convenience
                                                    • More stringent supervision on labelling and promotion of food and drinks
                                                    • Marketing Activities

                                                      • Sugar transparency marketing emerges in food and drinks
                                                        • Figure 17: Genki Forest newly designed product on-pack label, China, 2021
                                                        • Figure 18: Ugly Drinks, UK, 2021
                                                      • Affordable nutrition emerges across categories
                                                        • Figure 19: Hema Youjixian, China, 2020
                                                      • Penetrate children’s nutrition with personalised health supplements
                                                        • Service providers offer incentives to those who make healthy diet choices
                                                          • Figure 20: Pay-a-vegan app, Hong Kong, 2021
                                                      • New Product Trends

                                                        • Claim highlights
                                                          • ‘Minus’ claims growing
                                                            • Figure 21: Share of food* and drink featuring ‘minus’, ‘plus’ and ‘functional’ related claims, China, 2018-21 (moving annual)
                                                            • Figure 22: Selected food* launches with ‘minus’ related nutritional claims, China, 2018-21 (Moving annual)
                                                            • Figure 23: Examples of ice cream featuring a ‘minus’ nutrition profile, China, 2020-21
                                                            • Figure 24: Selected drink launches with ‘minus’ related nutritional claims, China, 2018-21 (moving annual)
                                                            • Figure 25: Examples of sports and energy drinks featuring a sugar free nutrition profile, China and UK, 2021
                                                          • ‘Positive nutrition’ claims are increasingly used in gut wellness food and drinks
                                                            • Figure 26: Food* and drink launches with the positive nutrition-related claims**, China, 2018-21 (moving annual)
                                                            • Figure 27: Gut health-related claims in all food* and drink launches vs in food* and drink launches with positive nutrition-related claims**, China, 2018-21
                                                          • Category highlight
                                                            • FSMPs grow and start to offer diversified professional nutrition products
                                                              • Figure 28: Share of FSMPs food, drink and healthcare launches, China and Global, 2016-21 (moving annual)
                                                              • Figure 29: Top five functional claims used in FSMPs food, drink and healthcare launches, China, 2016-21 (moving annual)
                                                              • Figure 30: Danone Nutricia’s Fortimel Repair, China, 2021
                                                            • Healthy meals get personalised based on users’ health needs
                                                              • Figure 31: Examples of personalised healthy meals and drinks based on individual health conditions, Hong Kong and China, 2020-21
                                                            • Ingredient highlights
                                                              • Gaps for brands to fulfil in TCM ingredients
                                                                • Figure 32: Gaps between usage interest of TCM ingredients and food* and drink and supplement products that use such TCM ingredients**, China, 2021
                                                                • Figure 33: Examples of food and drink featuring China barley as an ingredient, China, 2020
                                                                • Figure 34: Example of the use of China barley to improve health profile of rice, Singapore, 2020 
                                                              • Using ‘smart salt’ rather than just salt reduction
                                                                • Figure 35: Selected ‘minus’ claims in food* and drink launches with ‘smart’ as description, Global, 2018-21 (moving annual)
                                                                • Figure 36: Nissin Low Salt Noodles, Japan, 2019
                                                            • Nutrient Needs

                                                              • Rising needs of positive nutrients besides popular sugar/salt/saturated fat reduction features
                                                                • Figure 37: Nutrient needs, China, 2021
                                                                • Figure 38: Selected ‘better for you’ claims in food* and drink launches with** and without positive nutrition-related claims, China, 2016-21
                                                              • The need for salt reduction starts in the thirties
                                                                • Figure 39: Selected nutrient needs – need to decrease intake, by age, China, 2021
                                                            • Information Channels

                                                              • Short video apps gaining more traction in nutrition than healthcare market
                                                                • Figure 40: Top five ranking of information channels consumers used to learn about healthcare* and nutrition, China, 2021
                                                                • Figure 41: TURF Analysis – Information Channels, China, 2021
                                                              • Social ecommerce is evolving to be a learning source for nutrition
                                                                • Figure 42: Information channels to nutrition knowledge, China, 2021
                                                                • Figure 43: Consumers who use social ecommerce platforms* to learn nutrition knowledge, by gender and selected education, China, 2021
                                                              • High income tier one city consumers show higher interest in collaboration between brands and health apps
                                                                • Figure 44: Percentage distribution of consumers with different monthly household income and live in different city tiers, by selected information channels to learn nutrition knowledge, China, 2021
                                                              • Use short video/Weibo to learn blended protein nutrition knowledge
                                                                • Figure 45: Selected information channels to learn nutrition knowledge, by protein-related nutrient needs – need to increase intake, China, 2021
                                                                • Figure 46: Share of food* and drink launches with plant protein only or combination of plant and animal/milk protein as ingredients, China, 2018-21 (moving annual)
                                                            • Interest in Specialised Nutrition

                                                              • Rising popularity of children/weight management nutrition while immunity/gut health nutrition are mainstay needs
                                                                • Figure 47: Interest in specialised nutrition, China, 2021
                                                              • Specialised nutrition could target those caring for elder family members
                                                                • Figure 48: Interest in selected specialised nutrition, by age and selected living situation, China, 2021
                                                              • Spiked interest in learning surgical recovery and pregnancy nutrition via pharmacists
                                                                • Figure 49: Information channels to learn nutrition knowledge, by interest in specialised nutrition, China, 2021
                                                            • Chinese Nourishing Ingredient Consumption Occasion

                                                              • Red jujube dates and goji berries explode as popular TCM ingredients
                                                                • Figure 50: Usage interest of TCM ingredients, China, 2021
                                                              • Ingredient effectiveness unique to different consumption occasions
                                                                • Figure 51: Correspondence analysis of Chinese nourishing ingredient consumption occasion, China, 2021
                                                              • Consumers of different ages have different go-to ingredients when feeling sick
                                                                • Figure 52: Feeling sick as the consumption occasion for selected Chinese nourishing ingredients, by age, China, 2021
                                                              • Young people embrace China barley across dayparts
                                                                • Figure 53: Selected consumption occasions for China barley, by age, China, 2021
                                                              • Middle-aged indulgence seekers look for bird’s nest as a snack
                                                                • Figure 54: Snacking between meals as the consumption occasion for bird’s nest, by age and consumer groups, China, 2021
                                                            • Personalised Nutrition Perception

                                                              • Healthy meals and real-time monitoring harvest more interest
                                                                • Figure 55: Personalised nutrition perception, China, 2021
                                                                • Figure 56: Selected personalised nutrition perceptions, by age, China, 2021
                                                              • Combination of real-time monitoring and genetic tests is helpful to boost audience reach
                                                                • Figure 57: Perceptions on personalised nutrition product formats, by perceptions on personalised nutrition product formats, China, 2021
                                                              • Middle-aged consumers with kids show stronger interest in personalised supplements
                                                                • Figure 58: Perceptions on ideal personalised nutrition products, by age and selected family structure, China, 2021
                                                              • Professional research institutes can keep consumers interested by collaborating with health apps
                                                                • Figure 59: Target group profiles for interest in personalised nutrition services launched by professional research institutes, CHAID analysis, China, 2021
                                                            • Healthy Eating Consumer Segmentation

                                                              • Three types of healthy eating consumer groups
                                                                • Figure 60: Consumer segmentation based on their healthy eating attitudes, China, 2021
                                                              • What are their attitudes?
                                                                • Indulgence Seekers do not sacrifice taste for healthiness
                                                                  • Health Value Seekers show higher interest in functionality and personalisation
                                                                    • The Indifferent less aware of healthy eating and tend to ‘stick with the rules’
                                                                        • Figure 61: Attitudes towards healthy eating – % of ‘strongly agree’, by consumer segmentation, China, 2021
                                                                      • Demographic profile of the healthy eating consumer segments
                                                                          • Figure 62: Consumer segmentation, by selected demographics, China, 2021
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

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