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Healthy Lifestyles - China - May 2014

Published By :

Mintel

Published Date : May 2014

Category :

Lifestyle

No. of Pages : 149 Pages

Cases of ’illness of affluence’, such as obesity, diabetes, high blood pressure, are on the rise amongst urban Chinese residents owing to the advancement and fast pace of modern life. Meanwhile, mass industrialisation has made a bitter pill for the environment. The worsening air quality has led to an increase in cases of respiratory diseases in big cities like Beijing and Tianjin where the air pollution issue is most severe, while at the same time the root causes of numerous food safety issues have been found to be contaminated water diverted into the paddies.
Table of Content

Introduction

Methodology
Abbreviations

Executive Summary

The consumer
Enough sleep, regular exercises and balanced diet are most important for achieving a healthy lifestyle
Figure 1: Important factors that contribute to a healthy lifestyle, December 2013
Consumers are moving into a healthy lifestyle in different ways
Figure 2: Changes in healthy living habits compared to one year ago, December 2013
Food safety and environmental pollution lead to people’s top health concerns
Figure 3: Health conditions/risks concerning Chinese adults, December 2013
Consumers seek both emotional and functional benefits from adopting healthy lifestyles
Figure 4: Main motivations leading to a healthy lifestyle, December 2013
Healthy ingredients, sauces and way of cooking make the greatest contribution to a healthy menu
Figure 5: Views on healthy menu features, December 2013
High level of consumer confidence in taking control of their health
Figure 6: Attitudes towards healthy lifestyles, December 2013
Key issues
What types of product/service innovations can give people relief from stress and sleep better?
How can health and wellbeing brands work together to market healthy lifestyles to consumers?
How can environmentally friendly products appeal to Chinese consumers?
How can health and wellbeing companies adopt a targeted approach to reach the potential users?
What we think

Issues and Insights

What types of product/service innovations can give people relief from stress and sleep better?
The facts
The implications
Figure 7: Food and beverage products featuring sleep-aiding claims, overseas markets, 2013-14
Figure 8: Household and personal care products featuring sleep-aiding claims, overseas markets, 2013-14
How can health and wellbeing brands work together to market healthy lifestyles to consumers?
The facts
The implications
Figure 9: Example of different fitness brands co-operating in marketing communications, 2013-14
How can environmentally friendly products appeal to Chinese consumers?
The facts
The implications
Figure 10: Proportion of new products with environmentally friendly claims, selected countries, January 2013-April 2014
Figure 11: Examples of new products with environmentally friendly claims, overseas markets, January 2013-April 2014
How can health and wellbeing companies adopt a targeted approach to reach different consumer segments?
The facts
The implications
Figure 12: Example of premium health product featuring convenience, China, 2014

Trend Application

Trend: Help Me Help Myself
Trend: Prove it

Health Threats to Today’s Urban Chinese

Key points
Rapid urbanisation poses challenge to people’s health
Rising “Illness of affluence” calls for more attention to be paid to balanced diets
Figure 13: Retail market volume consumption per capita (population), kg, China, 2008-13
Figure 14: New product claims, by category, China, 2013
More exercises are required to battle against the rising obesity rate
Growing demand for solutions to protect people against environmental pollutions

The Consumer – Important Factors that Contribute to a Healthy Lifestyle

Key points
Enough sleep, regular exercises and balanced diet are most important factors to healthy lifestyles
Figure 15: Important factors that contribute to a healthy lifestyle, December 2013
Variations across demographics call for targeted approaches in product development and communications
Figure 16: Important factors that contribute to a healthy lifestyle, “Getting enough sleep”, by gender, income and profession, December 2013
Figure 17: Important factors that contribute to a healthy lifestyle, “Doing regular exercises”, by gender and income, December 2013
Figure 18: Important factors that contribute to a healthy lifestyle, “Eating a balanced diet”, by gender, December 2013
Figure 19: Important factors that contribute to a healthy lifestyle, “Ensuring work/life balance”, by city tier, December 2013
Figure 20: Important factors that contribute to a healthy lifestyle, “Regular physical examination”, by gender, age and profession, December 2013
Figure 21: Important factors that contribute to a healthy lifestyle, by income and profession, December 2013

The Consumer – Changes in Healthy Living Habits Compared to One Year Ago

Key points
Consumers are applying their health and wellbeing knowledge into practices
Figure 22: Changes in healthy living habits compared to one year ago, December 2013
Spending power and lifestage both play a role in driving people into healthy living habits
Figure 23: Changes in healthy living habits compared to one year ago, by income, December 2013
Figure 24: Changes in healthy living habits compared to one year ago, by gender, marital status and presence of children, December 2013

The Consumer – Health Condition/Risks Concerning Chinese Adults

Key points
Illnesses caused by food safety issues raise greatest concern
Figure 25: Health conditions/risks concerning Chinese adults, December 2013
Women are more concerned about food issues
Figure 26: Health conditions/risks concerning Chinese adults, by gender, December 2013
Young consumers worry more about issues brought by environmental pollution
Figure 27: Health conditions/risks concerning Chinese adults, by age, December 2013
Opportunity for protecting the elders against chronic diseases
Figure 28: Health conditions/risks concerning Chinese adults, by age, December 2013

The Consumer – Main Motivations Leading to a Healthy Lifestyle

Key points
Enjoyment of life is the ultimate goal for consumers to have a healthy lifestyle
Figure 29: Main motivations leading to a healthy lifestyle, December 2013
Motivations differ across genders
Figure 30: Main motivations leading to a healthy lifestyle, by gender, December 2013
Figure 31: Example of health supplements targeting at specific gender groups, UK, 2013
Opportunity for marketing healthy lifestyles to families with children
Figure 32: Main motivations leading to a healthy lifestyle, by marital status and presence of children, December 2013

The Consumer – Views on Healthy Menu Features

Key points
Healthy ways of cooking, organic ingredients and fewer seasonings are most popular
Figure 33: Views on healthy menu features, December 2013
Opportunity for introducing healthier sauces and seasonings
Figure 34: Examples of sauces and seasonings with functional health benefit claims, 2013-14
Restaurants can leverage healthy food ingredients to target those with more spending power
Figure 35: Views on healthy menu features, by income, December 2013

The Consumer – Attitudes towards Healthy Lifestyles

Key points
About four in five people think health is in their control
Figure 36: Attitude towards “I am confident that my health is in my control”, by demographics, December 2013
Figure 37: Attitudes towards healthy lifestyle, December 2013
Consumers are moving towards more joyful exercising experiences
Figure 38: Attitudes towards healthy lifestyle, December 2013
High price and lack of knowledge appear as barriers to increasing health supplements consumption
Figure 39: Attitudes towards health supplements, by demographics, December 2013

Consumer Segmentation

Key points
Four types of health pursuers
Figure 40: Consumer segmentation, December 2013
Figure 41: Attitudes towards healthy lifestyles, by target groups, December 2013

Appendix – Important Factors that Contribute to a Healthy Lifestyle

Figure 42: Important factors that contribute to a healthy lifestyle, December 2013
Figure 43: Most popular important factors that contribute to a healthy lifestyle – Rank 1, by demographics, December 2013
Figure 44: Next most popular important factors that contribute to a healthy lifestyle – Rank 1, by demographics, December 2013
Figure 45: Most popular important factors that contribute to a healthy lifestyle – Rank 2, by demographics, December 2013
Figure 46: Next most popular important factors that contribute to a healthy lifestyle – Rank 2, by demographics, December 2013
Figure 47: Most popular important factors that contribute to a healthy lifestyle – Rank 3, by demographics, December 2013
Figure 48: Next most popular important factors that contribute to a healthy lifestyle – Rank 3, by demographics, December 2013

Appendix – Changes in Healthy Living Habits Compared to One Year Ago

Figure 49: Changes in healthy living habits compared to one year ago, December 2013
Figure 50: Changes in healthy living habits compared to one year ago – Exercising at a gym/fitness club, by demographics, December 2013
Figure 51: Changes in healthy living habits compared to one year ago – Doing outdoor sports/exercises, by demographics, December 2013
Figure 52: Changes in healthy living habits compared to one year ago – Smoking, by demographics, December 2013
Figure 53: Changes in healthy living habits compared to one year ago – Cutting out unhealthy foods, by demographics, December 2013
Figure 54: Changes in healthy living habits compared to one year ago – Cutting down on desserts and snacks, by demographics, December 2013
Figure 55: Changes in healthy living habits compared to one year ago – Eating healthy foods, by demographics, December 2013
Figure 56: Changes in healthy living habits compared to one year ago – Buying environmentally friendly products, by demographics, December 2013
Figure 57: Changes in healthy living habits compared to one year ago – Reducing the amount of overtime^, by demographics, December 2013
Figure 58: Changes in healthy living habits compared to one year ago – Eating out at restaurants that provide a healthier menu, by demographics, December 2013
Figure 59: Changes in healthy living habits compared to one year ago – Cooking at home, by demographics, December 2013
Figure 60: Changes in healthy living habits compared to one year ago – Learning more about healthcare, by demographics, December 2013

Appendix – Health Conditions/Risks

Figure 61: Health conditions/risks, December 2013
Figure 62: Most popular health conditions/risks, by demographics, December 2013
Figure 63: Next most popular health conditions/risks, by demographics, December 2013

Appendix – Main Motivations Leading to a Healthy Lifestyle

Figure 64: Main motivations leading to a healthy lifestyle, December 2013
Figure 65: Most popular main motivations leading to a healthy lifestyle, by demographics, December 2013
Figure 66: Next most popular main motivations leading to a healthy lifestyle, by demographics, December 2013

Appendix – Views on Healthy Menu Features

Figure 67: Views on healthy menu features, December 2013
Figure 68: Most popular views on healthy menu features, by demographics, December 2013
Figure 69: Next most popular views on healthy menu features, by demographics, December 2013

Appendix – Attitudes towards Healthy Lifestyle

Figure 70: Attitudes towards healthy lifestyle, December 2013
Figure 71: Agreement with the statement ‘Restaurants offering a healthier menu are worth paying more to dine at’, by demographics, December 2013
Figure 72: Agreement with the statement ‘I would like to see different meal portion options offered at restaurants’, by demographics, December 2013
Figure 73: Agreement with the statement ‘I would like to see more healthy food bundled with meals at dining channels’, by demographics, December 2013
Figure 74: Agreement with the statement ‘Restaurants should provide more detailed descriptions in the menu about their dishes’, by demographics, December 2013
Figure 75: Agreement with the statement ‘Health supplements are currently overpriced’, by demographics, December 2013
Figure 76: Agreement with the statement ‘Health supplements are for those who have less time to look after their health’, by demographics, December 2013
Figure 77: Agreement with the statement ‘Taking health supplements is a necessary way to maintain good health’, by demographics, December 2013
Figure 78: Agreement with the statement ‘It is more motivating to work out at gyms/fitness centres than doing exercise at home’, by demographics, December 2013
Figure 79: Agreement with the statement ‘Doing outdoor exercise provides more joy than working out at home’, by demographics, December 2013
Figure 80: Agreement with the statement ‘Besides physical benefits, doing exercise can also help to improve mental attitude’, by demographics, December 2013
Figure 81: Agreement with the statement ‘It is more worthwhile to spend time on career than on keeping fit’, by demographics, December 2013
Figure 82: Agreement with the statement ‘I am confident that my health is in my control’, by demographics, December 2013

Appendix – Consumer Segmentation

Figure 83: Target groups, December 2013
Figure 84: Target groups, by demographics, December 2013
Figure 85: Important factors that contribute to a healthy lifestyle, by target groups, December 2013
Figure 86: Changes in healthy living habits compared to one year ago, by target groups, December 2013
Figure 87: Health conditions/risks, by target groups, December 2013
Figure 88: Main motivations leading to a healthy lifestyle, by target groups, December 2013
Figure 89: Views on healthy menu features, by target groups, December 2013
Figure 90: Attitudes towards healthy lifestyle, by target groups, December 2013

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