Consumers' calcium choice concept upgrades

In the simple dietary concept of "what to eat to supplement what", bone soup has always become the first choice for calcium supplementation. But in fact, the main ingredient in bone soup is fat. The bone soup that people carefully boil to grow taller without cramping has a calcium content of less than one percent of milk, and it does not have the effect of supplementing calcium. What to eat the most calcium supplement? How to supplement calcium more effectively?

China Business Data Center (CBNData) and Di Qiao recently released the "2020 Public Calcium Supplement Insights Report" (hereinafter referred to as the "Report"), relying on consumption big data to gain insights into consumers’ calcium supplement awareness, calcium supplement methods and calcium supplement products Choose concepts.

Seventy percent of consumers agree with the importance of calcium supplementation

The improvement of national consumption level has brought about a comprehensive upgrade of consumers' health awareness. In terms of health needs, data shows that over 80% of consumers are willing to take the initiative to adjust their diets to prevent physical diseases and are willing to invest in health. The public's call for calcium supplementation is becoming increasingly high. Various calcium supplementation diets have entered the daily menu of the general public. Calcium supplementation products have also become the first choice for family daily health care.

Bone problems have become a health pain point. The awareness of calcium supplementation needs to continue to focus on the public’s attention to health problems. On the one hand, it stems from the strengthening of health awareness, daily attention to and health care of one’s physical condition; on the other hand, it is due to physical health. The problems caused by the problems have formed continuous attention to such health problems. The "Report" shows that bone and joint problems have become the fastest-growing health problems with a growth rate of 53%, bringing the public's increased attention to daily calcium supplementation.

Calcium deficiency can cause cramps, joint swelling and pain, and in severe cases, osteoporosis can occur. For children, calcium deficiency can cause problems that affect normal growth and development, such as not growing tall and not growing teeth. The "Report" found that at present, the average daily calcium intake of Chinese people is only 391 mg, which is far below the daily calcium intake of 800-1200 mg recommended by the Chinese Nutrition Society.

Because of the general lack of calcium intake, the public's concept of calcium supplementation is also increasing. 73% of consumers believe that calcium supplementation is very important, and 43% of consumers believe that regardless of age or gender, everyone needs calcium supplementation. Whether it is the addition of calcium-containing foods in the diet, the upgrading of health products such as calcium tablets, or even the addition of calcium supplements in meal replacements, the public's calcium supplementation behavior is closer to daily habits.

Although the people's awareness of calcium supplementation health has increased significantly, in real life, the correct calcium supplementation awareness and scientific methods of calcium supplementation still need to be popularized. For example, most people only realize that they have calcium deficiency when they have severe symptoms. In addition to the elderly and children, pregnant women and breastfeeding women are also people who need calcium supplementation.

Calcium supplementation needs to be properly matched. Diet and calcium supplements complement each other. Nutrition experts recommend that dietary calcium supplements are combined with calcium supplements. Different groups of people need appropriate supplements for the best results.

Dietary calcium supplement is scientific and effective. The "Report" shows that although the notion that drinking milk and ingesting soy products can supplement calcium has taken root, more than half of consumers still mistakenly believe that bone soup can supplement calcium. The "Report" pointed out that the main ingredient in bone soup is fat, and drinking soup does not have the effect of supplementing calcium.

Consumers are also aware that the choice of calcium products should vary from person to person. Different groups of people have different calcium requirements and physical characteristics, so one bottle of calcium cannot be supplemented by the whole family. For children, it is necessary to supplement the exclusive calcium agent according to the characteristics of growth and development. Good taste, fineness, calcium + vitamin D, and no fragrance and pigment are common features of hot-selling children's calcium.

The purchase of calcium is rigorous and professional calcium supplements have become the daily routine of many people, and consumers are also willing to consume calcium supplements. The "Report" shows that 80% of consumers buy calcium more than 3 times a year on average, and nearly 40% of consumers buy calcium more than 1,000 yuan a year.

For the purpose of buying calcium, in addition to personal use, nearly half of consumers are for giving to relatives and friends. 63% of consumers buy calcium for their parents and elders, which is also a manifestation of caring for their families. However, it is interesting that only 10% of consumers will buy calcium for their partners.

Comprehensive considerations for buying calcium

With the increase of information channels, consumers have more ways and opportunities to learn about the knowledge of bone health, so the choice of calcium also shows the characteristics of rationality and professionalism.

The "Report" found that 61% of consumers tend to buy the best products within their ability when buying calcium. At the same time, over 50% of consumers have a more rational consumption attitude. They do not agree that the price of calcium agents represents the quality of the product, and they will not blindly buy high-priced calcium agents. When consumers buy calcium, they will comprehensively consider many dimensions, among which absorption rate is the primary consideration.

Consumers’ choice and purchase of calcium agents are affected by different factors and have different concepts. Seeing absorption, focusing on ingredients, selecting quality, and pleasing themselves are several new concepts in the popular choice of calcium agents.

Efficacy concept: good absorption and strong calcium supplementation. Consumers advocate "pragmatism" in the purchase of calcium agents. Nearly 70% of consumers believe that good absorption is very important. The absorption rate of calcium agents will directly affect the effectiveness of calcium supplementation. Consumers' criteria for judging the good absorption of calcium agents, in addition to the ingredients, the calcium agent dosage form, fine texture, origin and taste are also important reference factors.

Ingredient view: Leading raw materials and beneficial additions. Calcium supplementation has become a daily requirement for most people. Therefore, consumers' choice of calcium agents is becoming more refined and professional. The choice of calcium depends on whether the calcium content can meet the demand for calcium supplementation and whether the single intake is reasonable. Among the calcium raw materials favored by consumers, the calcium content and absorption rate of calcium carbonate rank first.

In addition to calcium raw materials and calcium content, consumers also tend to add beneficial ingredients when choosing calcium agents, especially calcium agents that add vitamin D and vitamin K.

Quality Concept: Safety and Quality Demand Under the general trend of consumption upgrade, consumers' demand for imported goods has gradually increased, and more than half of consumers spend more than 10% on imported food.

For "savvy" consumers, imported calcium tablets are more guaranteed, more effective, and safer, and can better meet their requirements for the "safety and quality" of calcium, so they are welcomed by consumers.

Joyful view: taste and method are both satisfied. In addition to nutritional supplements and family care needs, consumers also hope to choose their favorite flavors and dosage forms to make calcium supplementation more comfortable.

The "Report" shows that the younger generation loves fruit-flavored calcium. At the same time, consumers also have different choices for calcium dosage forms. 65% of consumers prefer convenient and tasty chewable tablets. As for the choice of calcium for children, experts recommend choosing the original or light flavor to help the development of the baby's taste buds. The dosage form should be selected according to the needs of children of different ages and their own characteristics.

Consumers’ health awareness is constantly escalating, and they are paying more and more attention to their health. “Pursue health” is not about treating problems after they occur, but preventing them before they occur. The same is true for calcium supplementation. It is not a "magic bullet" that can be achieved overnight, but requires daily attention and accumulation. The scientific and effective calcium supplement method is based on the consumer's calcium supplement awareness, scientific health knowledge and concepts as the guarantee, combined with professional and quality calcium products, to achieve a safe and efficient calcium supplement process.