Safe and secure: Risk aversion is something of high importance to consumers in China

Proportion of consumers who say that they want more information on safety assurance when it comes to the handling and manufacturing of products as a result of COVID-19

48% 57%

52% 67%

April 2020 May 2020 July 2020 February 2021

Source: COVID-19 survey series – April 2020-February 2021 (2,000 respondents)

Proportion of consumers who say that they are concerned about exposure to viruses, germs, and bacteria from the following sources (2020)

66% 86%

64% 73%

On food and drink

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

In the surrounding air In water suppliers On surfaces

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

COVID-19 has contributed to a fundamental change in the way consumers in China think about their health. The outbreak of the virus resulted in many consumers questioning their vulnerability to disease and illness, with concerns not merely being restricted to more vulnerable demographic groups (such as senior citizens and those with underlying health problems). Instead, consumers of all ages have questioned their susceptibility to disease and illness. One of the reasons for this is the recognition that current diets and lifestyles are not as healthy as they should be, which increases the risk of immediate and long-term health problems. As such, consumers are making conscious attempts to try and boost their immune system, with health goals shifting from being aspirational to focusing on disease management, instead.

Continued concern about COVID-19 means that this mindset will be prevalent for some time to come. Indeed, FMCG Gurus research shows that consumers in China continue to be more conscious about new waves of the virus and the impact this has on many other countries. As such, there will be a high level of demand for food, drink, and supplement products associated with offering a health boost beyond basic nutrition.

Increased concern over immune health will result in consumers making fundamental changes to their dietary habits to lead healthier lifestyles. As well as reducing or moderating intake of dietary evils, consumers will also seek out functional and fortified products associated with offering a health boost beyond basic nutrition. Ingredient-led claims will be more influential on purchasing habits, with consumers wanting both tried and trusted as well as new and novel ingredients.

When targeting consumers with functional products, it is crucial that claims on products are deemed to be credible and transparent. Branded ingredients and scientific evidence to support claims can help achieve this. In comparison, it is important that claims are not deemed misleading or exaggerated in order to capitalise on consumers wanting instant solutions for their health woes.