Cracking the code on health and wellness in China

February 25, 2021

The Chinese consumer wants to pursue a "healthy" lifestyle but figuring out what that means can be very confusing.

Consumers report a growing interest in pursuing a healthy lifestyle, but their actual behaviors are much more mixed. Interpreting these conflicting messages is a challenge for consumer products companies in nearly every segment. In April 2020, AlixPartners surveyed 1,000 consumers in China about their health and wellness preferences, updating research we conducted in 2018. Our study looks at how these attitudes and behaviors are changing, as well as recommending ways in which companies can break down some of the barriers to healthier purchases and tap into unrealized potential.

AT A GLANCE

Overall, the Chinese market and consumer have matured since 2018, with better quality and more accessible products and with consumers having greater awareness and discernment on the key attributes of healthy products.
Consumers in China reported that the importance of a healthy lifestyle increased, with 76% saying it had become more important in the previous 12 months.
However, they also indicate that barriers to purchasing healthy have increased with time and remain powerful.
Among these barriers, price, confusion, and availability were the highest factors, but product appeal is also increasingly cited as a factor.

"Despite sustained interest in health and wellness, consumers in China report buying healthy products less frequently."

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The opinions expressed are those of the author(s) and do not necessarily reflect the views of AlixPartners, LLP, its affiliates, or any of its or their respective other professionals or clients. This article regarding Cracking the code on health and wellness in China (“Article”) was prepared by AlixPartners, LLP (“AlixPartners”) for general information and distribution on a strictly confidential and non-reliance basis. No one in possession of this Article may rely on any portion of this Article. This Article may be based, in whole or in part, on projections or forecasts of future events. A forecast, by its nature, is speculative and includes estimates and assumptions which may prove to be wrong. Actual results may, and frequently do, differ from those projected or forecast. The information in this Article reflects conditions and our views as of this date, all of which are subject to change. We undertake no obligation to update or provide any revisions to the Article. This article is the property of AlixPartners, and neither the article nor any of its contents may be copied, used, or distributed to any third party without the prior written consent of AlixPartners.

Cracking the code on health and wellness in China

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AT A GLANCE

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