Home / Healthcare / Trends in Health and Wellness - China - May 2015

Trends in Health and Wellness - China - May 2015

Published: May 2015 | No Of Pages: 70 | Published By: Mintel

Product Synopsis

Chinese consumers’ consciousness towards health and wellness is rising. The good news for brands and companies is that there are great opportunities between consumer demands and current products in the market. And products can become more attractive by leveraging better ingredients and product packaging. On the other hand, consumer segmentation becomes more important as the development of health awareness, thus all-in-one product tactics will no longer be applicable.
Introduction
 
Methodology
Abbreviations
 
Executive Summary
 
The consumer
Health status
Figure 1: Sub-health problems, March 2015
Figure 2: Repertoire of sub-health problems, March 2015
Most important thing in a healthy lifestyle
Figure 3: Important factors that contribute to a healthy lifestyle, March 2015
Views on healthy food
Figure 4: Perceived features of a healthy food product, March 2015
Information sources for health advice
Figure 5: Information channels that people find helpful when looking for health advice, March 2015
Interest in health-related apps and wearable devices
Figure 6: Interest in healthcare-related apps and wearable devices, March 2015
Attitudes towards health and wellness
Figure 7: Selected consumer attitudes towards health and wellness, March 2015
Key issues
Scope for product innovations targeting consumers who have poor eyesight
The future of wearable devices depends on how its role may extend beyond a health tracker
How to build natural perception to appeal to Chinese consumers
How to target different consumer groups in terms of food and drink
What we think
 
Issues and Insights
 
Scope for product innovations targeting consumers who have poor eyesight
The facts
The implications
Figure 8: Proportion of students who have myopia, by study grade, 2000-10
Figure 9: New food and beverage products with “eye health” claim, by product category, 2012-14
Figure 10: Share of food and beverage launches with blueberry ingredient in total food and beverage launches in China, by category, 2014
Figure 11: Example of product with obvious claim, 2011
Figure 12: Example of product with strong visual impact, 2012
The future of wearable devices depends on how its role may extend beyond a health tracker
The facts
The implications
How to build natural perception to appeal to Chinese consumers
The facts
The implications
Figure 13: Examples of products with free-from claims and no additive claims, China, 2014-15
Figure 14: Examples of products with plant packaging materials, Vietnam and Belgium, 2013-14
How to target different consumer groups in terms of food and drink
The facts
The implications
Figure 15: Selected consumer attitudes towards health and wellness, March 2015
Figure 16: Consumer segmentation, by consumer attitudes towards healthy eating, March 2015
Figure 17: Acai/Fruits of the forest, 2014
 
Trend Application
 
Prove It
Life Hacking
The Big Issue
 
The Consumer –Health Conditions
 
Key points
Less than 15% of respondents think they are healthy
Figure 18: Health conditions, November 2012 and march 2015
Figure 19: Consumers who do not have sub-health issues, by city tier, November 2012 and march 2015
Poor eyesight is the top sub-health issue for consumers
Figure 20: Sub-health problems, March 2015
Figure 21: Ownership of technology products, March 2015
Three “highs” is not an aging-associated health problem now
Figure 22: Selected sub-health problem, by gender and age, March 2015
More than half suffer from multiple sub-health problems
Figure 23: Repertoire of sub-health problems, March 2015
Stress is still the leading cause of sub-health
Figure 24: Selected sub-health problems, by personal monthly income, March 2015
Figure 25: Selected sub-health problems, by marital status, March 2015
Figure 26: Examples of products with stress reduction benefits, Japan and Malaysia, 2013-15
 
The Consumer – Important Factors that Contribute to a Healthy Lifestyle
 
Key points
Doing regular exercise has become the most important factor to healthy lifestyles
Figure 27: Important factors that contribute to a healthy lifestyle, March 2015
Figure 28: Respondents who agree doing regular exercise is the most important factor to healthy lifestyles, by gender, January 2014 and March 2015
People of different income levels do things differently
Figure 29: Important factors that contribute to a healthy lifestyle, by monthly personal income, March 2015
Even people who have sub-health problems have somewhat ignored the importance of medical check-ups
Figure 30: Selected important factors that contribute to a healthy lifestyle, by sub-health problems, March 2015
Figure 31: Respondents who agree having regular medical check-ups is the most important factor to healthy lifestyles, by gender and age, January 2014 and March 2015
There is an opportunity for the development of wearable devices
Figure 32: Selected important factors that contribute to a healthy lifestyle, by whether have wearable devices, March 2015
Figure 33: Repertoire of sub-health problems, by whether have wearable devices, March 2015
 
The Consumer – Important Factors for a Healthy Food Product
 
Key points
Natural ingredients and healthier processing methods are considered as the top two important factors in healthy food
Figure 34: Perceived features of a healthy food product, March 2015
Figure 35: Examples of products with “natural” packaging, US, Italy and UK 2014-15
Reducing calories or sugar no longer stands out
Figure 36: Examples of “good” sugars, India, Canada and Sweden, 2013-14
High earners show a stronger interest in pursuing organic food, while coarse grain would appeal to low income families
Figure 37: Selected factors determining healthy food product, by monthly personal income, March 2015
Figure 38: Examples of products with multiple healthy benefits, China, 2015
Older consumers are more likely to worry about GMO problem
Figure 39: Selected factors determining healthy food product, by gender and age, March 2015
Figure 40: Share of sauces and seasoning launches with “gmo-free” claim in total sauces and seasoning launches, China, 2010-14
 
The Consumer – Information Channels for Health Advice
 
Key points
TV and health-related websites are perceived to be the most helpful despite reading from multiple information sources
Figure 41: Information channels that people find helpful when looking for health advice, March 2015
Information channel differ across ages
Figure 42: Information channels for heathy lifestyle, by age, March 2015
Opportunities to promote health supplements
Figure 43: Information channels for heathy lifestyle, by factors that contribute to a healthy lifestyle, March 2015
 
The Consumer – Interest in Health-related Apps and Wearable Devices
 
Key points
The penetration of health-related apps and wearable devices is still low
Figure 44: Interest in healthcare-related apps, March 2015
Figure 45: Interest in wearable devices, March 2015
More people want to use mobile/tablet app to track activity level rather than a wearable device
20-29-year-old consumers and high earners should be the first target of health-related apps and wearable devices
 
The Consumer – Attitudes towards Health and Wellness
 
Key points
Consumer understanding of being healthy evolves with time
Figure 46: Selected consumer attitudes towards health and wellness, March 2015
Consumers tend to have different opinions in terms of eating healthily
Figure 47: Selected consumer attitudes towards health and wellness, March 2015
Over half of consumers admit it is difficult to give up junk food, but they also think health comes before taste
Figure 48: Selected consumer attitudes towards health and wellness, March 2015
People are more likely to believe recommendations from family/friends
Figure 49: Selected consumer attitudes towards health and wellness, March 2015
 
The Consumer – Meet the Mintropolitans
 
Key points
Why Mintropolitans?
Who are they?
Figure 50: Demographic profile of Mintroplitans vs Non-Mintropolitans, by gender, age and personal income
Figure 51: Demographic profile of Mintroplitans vs Non-Mintropolitans, by marital status, city tier and education level
Mintropolitans are more likely to have multiple sub-health problems…
Figure 52: Repertoire of sub-health problems, by consumer classification, March 2015
Figure 53: Health conditions, by consumer classification, March 2015
and the Mintropolitans are more likely to rely on health supplements and medical check-ups to maintain health
Figure 54: Important factors that contribute to a healthy lifestyle, by consumer classification, March 2015
Mintropolitans show more preferences for organic and fortified ingredients
Figure 55: Factors Determining Healthy Food Product, by consumer classification, March 2015
Mintropolitans are the pioneers of health-related apps and wearable devices…
Figure 56: Healthcare-related apps and wearable devices that people already in use, by consumer classification, March 2015
and they tend to have different attitudes in terms of health and wellness
Figure 57: Consumer agreement towards health and wellness, by consumer classification, March 2015
Figure 58: Consumer disagreement towards health and wellness, by consumer classification, March 2015
Significantly more reliance on digital media for health advice
Figure 59: Information channels that people find helpful when looking for health advice, by consumer classification, March 2015
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