Rediscovering health: Consumers in China are taking steps to reduce their vulnerability to disease and illness

68%

of consumers in China say that they have made changes to their diets and lifestyles in the last twelve months to improve their immune health (2020)

Source: Immunity survey – 2020 (2,000 respondents)

Proportion of consumers who say that they are more conscious about their immune health as a result of COVID-19 (February 2021) Top five actions taken to improve immune health (2020) Consumers who have taken steps to improve immune health

53% 60% 64% 67% 81%

Used/increased use of functional food and beverages

Source: Immunity survey – 2020 (2,000 respondents)

Looked to improve my energy levels Looked to improve my mental wellbeing Exercised more Made changes to my diet

The power of plants: Consumers want plant-based alternatives that mimic the experience of eating and drinking animal produce

The popularity of plant-based alternatives in China is continuing to grow, as consumers make conscious decisions to either eliminate or moderate intake of dairy and meat. Like any other health and wellness related areas, this has intensified as a result of COVID-19, especially as some are questioning whether the state of the planet is something that contributed to the spread of the virus.

As consumers become more concerned about the state of the environment, they are questioning the sustainability credentials of cattle farming and the link it has with greenhouse gas and carbon emission. Meat and dairy intake are also associated with health problems. For instance, excessive meat intake is associated with problems such as hypertension, whilst dairy can be associated with high levels of fat and sugar intake. In addition, COVID-19 has made some consumers more conscious about animal welfare initiatives.

The desire to reduce meat and dairy intake is driving demand for plant-based alternatives. These products are deemed to be healthier and more sustainable, as well as more natural. Although consumers have favourable perceptions about plant-based products, concerns can exist towards the taste and texture of products. Irrespective of concerns about health and sustainability, consumers are unwilling to compromise on the sensory appeal of products. This means it is crucial that plant-based products are seen to mimic the experience of eating and drinking animal produce from a taste, texture, and juiciness perspective.

Whilst consumers have favourable perceptions towards plant-based food and drink products, it is crucial that brands do not make misleading claims around how healthy products are. For instance, brands need to be fully transparent around ingredient content and not make misleading claims around natural formulation which could lead to a potential backlash towards the market.