The earth is clear: Consumers in China want brands to do more to address the state of the environment

77%

of consumers in China say that they have become more conscious about environmental issues as a result of COVID-19 (2021)

Source: COVID-19 survey – February 2021 (2,000 respondents)

67% Proportion of consumers who say the following in China

73%

57% 52%

22% 2019 2020

18%

I am concerned about the state of the environment

Damage done to the environment is irreversible

I believe the state of the environment has worsened in the last two decades

Source: Sustainability survey – 2019 (2,000 respondents) Sustainability survey – 2020 (2,000 respondents)

Menu for me: Consumers in China want personalised nutritional products to help assist with health goals

Concerns over health in China will continue to grow for a variety of reasons. As well as the lingering threat of COVID-19 and the recognition that diet and lifestyle habits are not as healthy as they should be, busy lives and attempts to cram as many activities into the day as possible will continue to impact on wellbeing. Finally, an ageing society will also mean that more urgency is placed on seeking out products that offer maximum efficacy when looking to boost health. Currently, consumers can be concerned about the effectiveness of health and wellness products on the market, often thinking that products are too generic and not suitable for their specific health needs.

Whilst consumers recognise that there are many aspects of their health that they can control, they also realise that DNA significantly influences wellbeing and that it is something they have less control over. This, combined with the desire for more effective nutritional products, creates opportunity for innovations in the nutritional market that are personalised in order to address health goals based on DNA and genetics.

Nutrition genetic testing is the concept where consumers provide DNA samples to a third party in exchange for a health assessment and personalised dietary and health and wellbeing products. Although consumers in China are not overly familiar with the concept, when given a definition, they indicate a willingness to use innovations. Consumers want products that they feel maintain immune health and boost the immune system, and customised products are seen as the most effective way of achieving this.

When launching customised products around DNA and genetic testing, brands need to take several issues into consideration. Brands must reassure consumers that sensitive information submitted to third parties is handled in a safe way. Consumers must also be educated about such products so that they have realistic expectations about the benefits and limitations of such innovations. Finally, brands must also consider the implications of disclosing certain information, such as the risk of people developing health problems in the future which are unavoidable, because of the impact it will have on current mental health.

Despite some challenges to the market, however, the increased urgency around wanting to maximise health will create new opportunities for new innovations based around customisation and personalisation within the nutrition market.