China Nutrition Knowledge Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“The newly updated dietary guidelines and ready-to-proliferate industry standards are anticipated to drive food and drink brands and manufacturers to work on developing credible products. Meanwhile, consumers have also developed clearer “likes” towards ingredients that demonstrate clear and specific functions and “dislikes” if the ingredients’ functions are vague or not backed up with science. Future opportunities include narrowing down vitamins’ specific health benefits, improving plant protein’s protein quality, as well as justifying the efficacy of botanicals’ health functions.”
– Catherine Liu, Senior Research Analyst
This Report discusses the following key topics:
• Key market factors influencing the health and nutrition industry
• Innovative marketing strategies and new product trends
• Tracking changes in consumer awareness of nutrition information on food product packaging and their willingness to trade up to specific nutritional features
• Tracking changes in consumers’ associations with botanical ingredients’ immune-enhancing benefits
• Consumers’ brain health status and their consumption needs in different brain health functional ingredients
• Perceptions of different protein sources
Table of Contents
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Overview
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- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
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- The market
- Marketing and product innovation highlights
- Communicating the naturalness of brain-boosting ingredients
- Selling high quality via technology in milk
- A big picture in new product trends
- Figure 1: Gap between product claims and features that consumers are willing to pay more for, China, 2022
- The consumer
- Rising attention to nutrient reference value (NRV) while vitamin/mineral content becomes less significant
- Figure 2: Important nutrition information, China, 2020 vs 2022
- Probiotic fortification feature is the most appealing
- Figure 3: Trading up features, China, 2020 vs 2022
- Attention to brain health mainly centres around stress, sleep and memory
- Figure 4: Brain health status, China, 2022
- Increasing awareness of consuming brain function ingredients that do not come at the cost of health
- Figure 5: Brain health functional ingredients needs, China, 2022
- Curcumin stands out given the declining importance overall of botanicals’ immunity association
- Figure 6: Percentage comparison of botanical ingredients associated with immunity, China, 2020 vs 2022
- Perceived areas of advantages vary across different protein sources
- Figure 7: Correspondence analysis of perceptions of protein sources, China, 2022
- What we think
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Issues and Insights
- It’s time to tap into vitamins’ brain improving benefits
- Figure 8: Focus Blackcurrant Wellness Tonic, New Zealand, 2021
- Fill the protein quality and functional gap of plant-based proteins
- Figure 9: Examples of upgrading protein quality in plant-based protein products, China, 2021-22
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- Figure 10: Actimel Almond Drink with Mango, Germany, 2021
- Improving the immune-efficacy of botanicals before rushing into more new product launches
- Figure 11: Nestlé GOJImmunity, China, 2022
- It’s time to tap into vitamins’ brain improving benefits
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Market Factors
- Dietary Guidelines for Chinese Residents updated
- Series of group standards are ready to kick off
- Healthy ageing benefits from bringing back nutrients with generic positionings to live
- Dietary Guidelines for Chinese Residents updated
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Marketing Activities
- Using ‘the whole TCM’ to communicate high effectiveness to young people
- Figure 12: “The Whole Thing” by Ying He Yan Jiu Suo, China, 2022
- Brain and energy boosting in a more natural way
- Figure 13: Vollgas energy drinks, China, 2021
- Technology has become an emerging selling point in milk protein quality
- Figure 14: Shapetime 4.0+ milk, China, 2022
- Using ‘the whole TCM’ to communicate high effectiveness to young people
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New Product Trends
- The big picture
- ‘Minus’ and high protein claims witness the largest percentage increase in new product launches
- Figure 15: Top 10 health and nutrition-related claims used in food and drink new product launches, China, August 2019-July 2022
- Botanicals might need to work hard on justifying value while probiotics could be most wanted
- Figure 16: Gap between product claims and features that consumers are willing to pay more for, China, 2022
- What’s trending
- Vitamin/mineral fortification claims to get active in the indulgent food category
- Figure 17: Proportion of selected (top 5) food and drink categories that carry a vitamin/mineral fortified claim, China, 2019-22
- Figure 18: Examples of gummies and jellies carrying a vitamin/mineral fortification claim, China, 2021-22
- The emergence of RTD herbal drinks
- Figure 19: Proportion of selected (top 5) food and drink subcategories that include herbal substances, China, 2019-22
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- Figure 20: HealthWorks Selfheal Spike Drink, China, 2022
- What to watch
- Hit both ends of the spectrum with brain and eye health
- Figure 21: Proportion of eye health functional claim used in new food, drink and supplements with a brain/nervous system claim, Global vs China, 2019-22
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- Figure 22: Examples of supplements featuring both brain/nervous and eye improving functions, US and South Korea, 2022
- The big picture
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Important Nutrition Information
- Rising awareness of looking for nutrient reference value (NRV)
- Figure 23: Important nutrition information, China, 2020 vs 2022
- Awareness of vitamin/mineral content becomes less popular
- Figure 24: Ranking of Important nutrition information, China, 2020 vs 2022
- Over-50s become less aware of nutrition information
- Figure 25: Percentage comparison of the awareness of important nutrition information among 50-59s, China, 2020 vs 2022
- Nuclear and multi-generation families tend to look for sodium content
- Figure 26: Awareness of sodium content, by living situation, China, 2022
- Rising awareness of looking for nutrient reference value (NRV)
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Trading up Features
- Probiotic fortification feature is the most appealing
- Figure 27: Trading up features, China, 2020 vs 2022
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- Figure 28: Trading up features – TURF analysis, 2022
- Interest in trading up vitamin fortification feature is skewed towards lower tier city consumers
- Figure 29: Trading up features – Adding vitamins, China, 2020 vs 2022
- Interest in trading up sugar-related features is skewed towards 30-39s
- Figure 30: Trading up features – Low or no sugar, by age, China, 2020 vs 2022
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- Figure 31: Trading up features – Using natural sweeteners (a), by age, China, 2020 vs 2022
- Probiotic fortification feature is the most appealing
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Brain Health Status
- Attention to brain health mainly focuses on stress, sleep and memory
- Figure 32: Brain health status, China, 2022
- The young and the late middle-aged prioritise eyesight issues
- Figure 33: Brain health status – Worse eyesight, by age, China, 2022
- Young women tend to stress low work efficiency when evaluating brain function
- Figure 34: Brain health status – Lower work efficiency, by gender and age, China, 2022
- Attention to brain health mainly focuses on stress, sleep and memory
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Brain Health Functional Ingredient Needs
- Overwhelming need to increase brain function ingredient intake that do not come at the cost of health
- Figure 35: Brain health functional ingredients needs, China, 2022
- Demand to increase intake of natural ingredients emerges in their thirties
- Figure 36: Select brain health functional ingredients needs – Need to increase intake, by age, China, 2022
- Herbs are more welcomed by those who need to enhance brain alertness
- Figure 37: Herbs (a) – Need to increase intake, by brain health status, China, 2022
- Overwhelming need to increase brain function ingredient intake that do not come at the cost of health
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Botanical Ingredients Associated with Immunity
- Rising association between curcumin and immunity
- Figure 38: Botanical ingredients associated with immunity, China, 2022
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- Figure 39: Percentage comparison of botanical ingredients associated with immunity, China, 2020 vs 2022
- High earners become more aware of the immune-boosting functions of curcumin
- Figure 40: Percentage point change in association with immunity with selected ingredients, by monthly household income level, China, 2020 vs 2022
- More mature consumers develop a more closed association with botanicals’ immune-enhancing properties
- Figure 41: Percentage comparison of botanical ingredients associated with immunity, by age, China, 2020 vs 2022
- Rising association between curcumin and immunity
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Perceptions of Protein Sources
- Perceived areas of advantage vary across different protein sources
- Milk excels in all direct protein-related properties
- Yogurt excels in immune-enhancing quality
- Gains excel in low-fat
- Red meat excels in containing high quality fat
- Figure 42: Correspondence analysis of perceptions of protein sources, China, 2022
- Perceived areas of advantage vary across different protein sources
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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