Innovation Inspiration to Succeed in China

China Deep Dive Series: Innovation Inspiration

Insights Report: Health, Nutrition, and Rising Costs

This is part 3 of 3 of our special deep dive article series into China’s Health and Nutrition Consumption Trends and Opportunities in 2024. If you missed part 1 and part 2, be sure to check them out!

Over the past two articles, we've delved into the motivations driving Chinese consumers towards health products and the barriers they face in adopting nutritional solutions. In this concluding piece, we turn our focus to the future—drawing inspiration from ingredients, product formats, and success stories that are shaping the market.

Our comprehensive research, conducted in collaboration with Ipsos, spans across eight key health aspects: Immunity, Mobility, Digestive, Cognitive, Muscle and Skin Health, as well as Weight and Stress Management.

Probiotics, calcium, protein, and prebiotics are well-known ingredients, and Chinese consumers are becoming increasingly aware of their beneficial health effects. It is also recommended that health and nutrition brands take advantage of Chinese consumers' high awareness of dairy ingredients to combine the above-mentioned nutrients with dairy products.

91%

of Chinese consumers consider immune health an important health aspect.

“I know that I have poor immune system when I don’t have good overall body function level, when I suffer from illness and infections and not able to recover fast.”

Top 3 ingredients considered by consumers for immune health

38%

Probiotics

34%

Fish/meat protein

29%

Dairy proteins

Top 3 product formats considered by consumers for immune health

36%

Nutritional/special diet protein drinks

22%

Capsule/tablets

21%

Softgels

What consumers want from an immune health solution

“I mainly want easy-to-digest health supplements with immune-boosting properties that will help me recover quickly from illness and infection.”

Success story using Nutiani Lactoferrin

Angel Nutritech-Lactoferrin Whey Protein Powder is designed as a daily supplement to help support a child’s immune system. It can be added to milk, juice, porridge, and other foods for easy consumption.

89%

of Chinese consumers consider digestive health an important health aspect.

“I know my digestive health is not in good shape when I am not able to digest food well, when my bowel movements become irregular or infrequent, and also when I feel bloated, gassy, or abdominal pain.”

Top 3 ingredients considered by consumers for digestive health

25%

Fish/meat proteins

20%

Glucosamine

16%

Dairy proteins

Top 3 product formats considered by consumers for digestive health

33%

Nutritional/special diet protein drinks

30%

Yoghurt drinks

26%

Greek-style yoghurts

What consumers want from a digestive health solution

“I want supplements that support healthy flora/healthy bacteria in my gut, help maintain regular bowel movements or reduce constipation, and that I can easily incorporate into my diet.”

Success story using Nutiani HN001^TM & Nutiani HN019^TM

Leli Probiotics Powder with 10 probiotic strains targets consumers with poor digestive health, especially those experiencing symptoms such as constipation, burping and gas, bloating and diarrhoea, dull skin, and mouth odour.

89%

of Chinese consumers consider mobility an important health aspect.

“I know I am lacking in mobility when my body becomes less flexible, with joint and muscle soreness, or when I have difficulties in doing some laborious tasks such as walking long distance or climbing up the stairs.”

Top 3 ingredients considered by consumers for mobility

46%

Calcium

32%

Fish/meat proteins

29%

Dairy proteins

Top 3 product formats considered by consumers for mobility

36%

Nutritional/special diet protein drinks

22%

Capsules/tablets

20%

Flavoured milk

What consumers want from a mobility solution

“I want supplements that support joint tissue growth, bone strength, flexibility and maintenance of the normal functions of my bones. I also prefer products with clinically supported data and or claims.”

Success story using NZMP WPI894

Ji Yuan Bao’s Triple Formula Whey Protein Isolate Powder is specially developed to effectively prevent the loss of muscle mass and strength, and improve physical activity in the elderly.

80%

of Chinese consumers consider cognitive health an important health aspect.

“I know my cognitive health is declining when I’m not able to stay alert throughout the day and not able to focus on the tasks that I’m working on. Consequently, I am also not able to make decisions or solve problems easily.”

Top 3 ingredients considered by consumers for cognitive health

33%

Fish/meat proteins

31%

Dairy proteins

30%

Probiotics

Top 3 product formats considered by consumers for cognitive health

37%

Nutritional/special diet protein drinks

22%

Capsules/tablets

19%

Soft gels

What consumers want from a cognitive health solution

“I want to find supplements for cognitive health that are clinically supported by data or claims that generally support my memory and my overall cognitive functions especially during stressful situations.”

Success story using Nutiani Phospholipids

GoldMax One Hundred Student Milk Powder is China’s first milk powder for children and students with added HMO ingredients focusing on students' brain nutrition.

80%

of Chinese consumers consider weight management an important health aspect.

“I know that I maintain my weight over time and it’s within the healthy range of my age and gender. Emotionally, I have a positive image of my body, and I feel good about it. Weight management to me is all about eating a healthy and balanced diet as well as being physically active and doing exercise.”

Top 3 ingredients considered by consumers for weight management

37%

Probiotics

36%

Fish/meat proteins

30%

Dairy proteins

Top 3 product formats considered by consumers for weight management

38%

Nutritional/special diet protein drinks

24%

Yogurt drinks

18%

Flavoured milk

What consumers want from an weight management solution

“I want products that can help burn calories and those that are clinically supported for weight management.”

Success story using NZMP MPC470

KEEP High Protein Wafer’s is a low-calorie snack high in calcium and protein to satisfy cravings and support weight management.

75%

of Chinese consumers consider skin health an important health aspect.

“I know that my skin health is deteriorating when my skin is dehydrated/ not glowing, with non-smooth texture and with uneven skin tone.”

Top 3 ingredients considered by consumers for skin health

31%

Probiotics

27%

Fish/meat proteins

25%

Collagen

Top 3 product formats considered by consumers for skin health

39%

Nutritional/special diet protein drinks

18%

Capsules/tablets

18%

Flavoured milk

What consumers want from a skin health solution

“I want supplements that support my skin’s health, particularly in making my skin smooth, bright, with even-out skin tone as well as preventing wrinkles from occurring.”

Success story using Nutiani HN301^TM

Huayouyi’s daily oral supplement sachet combines Nutiani HN301™ with other strains and collagen peptides to specifically target skin health.

71%

of Chinese consumers consider stress management an important health aspect.

“Work/School is my main source of stress as well as concerns about physical health. Additionally, bad sleep, mental health concerns, family, financial matters also contribute to the stress that I feel.”

Top 3 ingredients considered by consumers for stress management

34%

Fish/meat proteins

34%

Probiotics

24%

Dairy proteins

Top 3 product formats considered by consumers for stress management

29%

Nutritional/special diet protein drinks

19%

Yogurt drinks

18%

Sports drinks

What consumers want from a stress management solution

“I want supplements that contributes to my mental wellbeing, to keep me energetic, feel positive and calm. Moreover, I prefer those that are easy to digest and with clinically- supported data and claims."

70%

of Chinese consumers consider muscle health an important health aspect.

“A sign of good muscle health is when I can go about my day without getting tired easily. Also, if I feel less sore after exercise and my muscle recover faster.”

Top 3 ingredients considered by consumers for muscle health

43%

Fish/meat proteins

37%

Calcium

34%

Dairy proteins

Top 3 product formats considered by consumers for muscle health

50%

Nutritional/special diet protein drinks

19%

Yogurt drinks

18%

Energy drinks

What consumers want from a muscle health solution

"First and foremost, I want products that aid in muscle recovery after illness or trauma. Daily, I look for nutritious, easy-to-digest options that fit seamlessly into my diet. I also prefer products that are clinically proven to enhance endurance, movement, and balance."

Success story using NZMP WPC550

Mengniu announced its entry into the professional sports nutrition market with the launch of two sports protein drinks available in 15g or 25g protein concentration. It includes three types of proteins: whey protein, casein and collagen peptides. At the same time, both products are added with 14 kinds of vitamins and minerals, and adopt low-sugar, low-fat, low-calorie and low-lactose formulas, focusing on protein supplementation during the golden 30 minutes after exercise.

While the top ingredients and product formats differ across various health benefits, a common thread is the focus on consumer needs and preferences—such as ease of digestion, compatibility with dietary habits, and proven effectiveness.

By tailoring product development to these trends and addressing specific health concerns, companies can better meet market demands and sharpen their competitive edge. Embracing these insights will help you connect with health-conscious consumers and capitalize on the dynamic opportunities in China’s evolving health and nutrition market.

Physical Wellbeing

China Deep Dive Series: Innovation Inspiration

China Deep Dive Series: Innovation Inspiration

China Deep Dive Series: Innovation Inspiration

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Immune Health

Digestive Health

Mobility

Cognitive Health

Weight Management

Skin Health

Stress Management

Muscle Health

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