Health and Wellness in China Today

A Wavemaker study of health issues influencing Chinese consumers, including advice for brands on how toleverage the insights through the different stages of their consumers’ purchase journeys.

In the following, we will go through the findings and look at how brands can leverage the insights through the different stages of their consumers’ purchase journeys.

The rising momentum of the Chinese health market

Health has always been a top-of-mind issue for Chinese people. Today, their health needs are rapidly evolving. Chinese consumers’ lack confidence in their general status of wellbeing, there is growing attention to detail in broader health related categories, consumers are more willing to pay for prevention. They increasingly seek to verify health information instead of blindly following advice or custom and are gradually realizing the necessity of finding better or “right” health solutions. Even so there are still elements of traditional thinking that remain unchanged. The ingrained culture of Traditional Chinese Medicine (TCM) tracing back to the Spring and Autumn Period (770–476), so profoundly shaped their concept of health that it continues to influence needs and practices today. For brands, leveraging health trends in China represents huge business potential. With the rapid growth of supplements and sports categories, through to the travel industry promoting packages related to health examination and Zen meditation, many categories are attempting to understand and attract health conscious consumers. Only through a comprehensive understanding of what has changed and what remains the same, can we thoroughly understand the Chinese consumer’s concept of health. WAVEMAKER is publishing” Health & Wellness Today in China”, a study that focuses on health issues influencing 19-50-year-old Chinese consumers across 1-5 tier cities. The study includes both qualitative and quantitative findings. In the qualitative stage, in-home-visits were conducted with both consumers and industry experts. In the quantitative stage, an online survey was used for data collection to quantify and validate our findings.