Mintel: 90 Percent Of Chinese Consumers Have Increased Interest In Immune Health

Friday, October 9th, 2020 | 848 Views

In the post-COVID era, consumers are increasingly concerned about daily health management and the mutual influence of various sub-health issues and their own immunity. Meeting people’s needs for improving immunity has become one of the key market issues. The latest research from Mintel, reveals that Chinese consumers are increasingly investing in health care,the per capita consumption expenditure of healthcare products (excluding medical services) was RMB 1,618 in 2019, accounting for 5.2 percent of total per capita consumption expenditure (RMB 31,160). Total healthcare product expenditure increased by 9.0 percent in 2019, surpassing the growth of overall consumer expenditure (7.2 percent) in the same period.

Catherine Liu, Health and Wellbeing analyst, Mintel China, said, “As a result of improved access to health information, the importance of “immunity management” has become mainstream, with many households investing in a variety of approaches to staying healthy. Additionally, the outbreak of COVID-19 has also fuelled consumer demand for better immunity management, expanding from medicines to food therapies, and we have also noticed that the importance of having a strong immunity has moved beyond vulnerable groups (such as kids or the elderly) but also is now an important factor for normal healthy adults.


Embrace both Western and Chinese traditional way

In fact, Chinese consumers are embracing a combination of Western and Chinese (TCM) nutrition to improve immunity health. Of course, consumers within specific age/gender groups tend to prioritise ingredients to ensure they choose the relevant one for immunity management Mintel data shows that women are more concerned about protein and iron, men are more concerned about zinc and selenium, and consumers aged 18-24 are more interested in ginseng and ginger.

Mintel GNPD(Global New Product Database) shows that the percentage of China’s newly launched immunity claimed food and drinks featuring specific dietary choices are growing slowly in the past five years. 

“From the brand product perspective, highlighting the health benefits of single nutrients front-of-pack can more effectively target specific customer groups. Non-generalised claims of a product as being nutritious would be more relevant,” Liu suggests.


Integrated product-service solutions will be the key

Actually, consumers now have a relatively comprehensive understanding of the manifestations of low immunity. 

 “Upon recognising the importance of lifestyle habits, many people feel they are not doing enough. In particular consumers find difficulty in managing enough sleep and an exercise routine, despite strong awareness of their desirable outcomes. Consumers are turning to a broader range of professional health experts for immunity management advice, and integrated product-service solutions will also be a market opportunity point in terms of how brands can more comprehensively offer credible products and services to consumers,” concluded Liu.


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