Concern about health and wellness is something that will have been accelerated by the COVID-19 pandemic in China and even with the virus under control (at the time of writing) compared to European nations, consumers are demonstrating a high level of urgency about their health and wellness. This is resulting in consumers wanting to adopt a long-term and holistic approach to health, looking to address a variety of areas relating to physical and cognitive health. Consumers want to stay fit and active until later in life and reduce their vulnerability to disease and illness. This mindset will be driven in part by the recognition that both diets and lifestyles are not as healthy as they could be, something which increases the risk of immediate and long-term health problems. As consumers look to improve their physical and mental wellbeing, they will seek out products that help facilitate this. Despite their best intentions, consumers can often struggle to stick to dietary plans in the long-term. This is why obesity rates in the country continue to rise, despite many saying that they are more committed than ever to eating and drinking healthily, for instance. Better-for-you products need to be deemed compromise-free and hassle-free from a taste, cost, and convenience perspective, so that they can easily be incorporated into daily diets.
following areas of your health over the next twelve months? Top ten trends
77% 54%
55%
My digestive health
My energy levels
63%
My general health and wellness
68%
My immunity
My heart health
Source: Personalized nutrition survey -2020 (2,000 respondents)
Regional consumer trend updates: China | 5
