90% of Chinese consumers are actively improving immunity

In the post-epidemic 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 issues in the market.

The latest research by Mintel shows that Chinese consumers have continuously increased their investment in health care. The per capita consumption expenditure of healthcare products (excluding medical services) was RMB 1,618 in 2019, accounting for 5.2 of the total per capita consumption expenditure (RMB 31,160). %. In 2019, overall consumer spending on healthcare products grew by 9%, surpassing the growth of overall consumer spending (7.2%) in the same period.

According to Mintel data, from the end of February to the beginning of May this year, the use of vitamins and health products by Chinese consumers has continued to increase, from 48% to 57%. At the same time, 90% of consumers surveyed said the epidemic has increased their importance for immunity. Awareness.

Mintel Health Analyst Liu Wenshi said, “Thanks to the more convenient and accessible health information, consumers are widely aware of the importance of “immunity management”, and many families have begun to work on multiple health care channels. In addition, the new crown epidemic The outbreak has also prompted consumers to pursue better ways of immune management, expanding from "medicine supplements" to "food supplements", and we have also noticed that enhancing immunity is no longer just the pursuit of vulnerable groups (such as children or the elderly), but also Valued by healthy ordinary adults."

Combination of Chinese and Western to enhance immunity

In fact, Chinese consumers will accept both Chinese and Western concepts to improve immunity. According to Mintel data, multivitamins (82%) have the highest recognition rate among the nutritional elements that consumers think can enhance immunity, followed by protein (70%), probiotics (63%), and ginseng (70%). %), propolis (63%), cordyceps (57%) and other herbal ingredients have also gained high recognition. Of course, consumer groups of different ages and genders pay different attention to certain ingredients. 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 concerned about ginseng and ginger.

According to the Mintel Global New Products Database (GNPD), in the past five years, among the new food and beverage products launched in China, the proportion of products using immunity claims related to specific dietary choices has grown slowly. For example, the use of "low/reduced sugar" claims to increase immunity-related foods and beverages only increased from 1.2% in 2016 to 2.3% in 2020.

"From the perspective of branded products, the specific effects of ingredients are emphasized on the front of the product packaging to more effectively target specific customer groups. Non-general claims of products as nutritious will be more targeted." Liu Wenshi suggested.

A full set of precise solutions may become opportunities

Of course, consumers now have a relatively comprehensive understanding of the manifestations of low immunity. Eighty percent (80%) of the interviewees mentioned that easy cold and easy fatigue (70%) are manifestations of low immunity, and gastrointestinal discomfort. (54%) and skin problems (44%) were also mentioned more frequently. Based on this, from the perspective of daily health management, more than 95% of the respondents believe that ensuring a balanced intake of nutrients, adequate sleep, a positive mental state and regular exercise are very important to improve immunity. At the same time, 92% of the interviewees believed that hospital doctors were an important channel for obtaining immune management advice.

Liu Wenshi concluded, "Many consumers are aware of the importance of lifestyle and feel that they have not done enough in this area. Specifically, consumers know that it is important to ensure adequate sleep and regular exercise, but they say that it is very important to do so. Difficulties. Consumers are also beginning to listen to the advice of health professionals on a larger scale. How brands can provide consumers with more reliable products and services and a complete set of precise solutions will also be market opportunities."