Page 49 - FoodFocusThailand No.143_February 2018

SURF THE AEC

Liat Simha Translated By: Editorial Team
Marketing Communications Professional Food Focus Thailand Magazine
NutriPR editor@foodfocusthailand.com
liat@nutripr.com

In just the past two decades, the Chinese consumer
class has become a real force to be reckoned with.
This is as true in the market for health products as
anywhere else, as Chinese consumers have upped
their expenditures on such products by anywhere
from 15% to 30% in that same 20-year span of time.

Clearly, savvy global health-and-wellness companies are paying Just which wellness concerns motivate China’s seniors? Given
attention. These key trends that Innova Market Insights has focused that this is an active population that wants to stay that way, it’s no
on as driving the China wellness are Infant health, Senior Health, surprise that conditions related to mobility are top-of-mind.
and Overall wellness. Osteoporosis, Bone health, and Joint health are those to watch for
in China
Infant Health: A “Baby Boom” for Infant Nutrition
China ended its one-child policy in 2015, and only one year later the Overall Wellness: Milking It for All Its Worth
number of births were 1.31 million more than the year before. With Traditionally, China was never a dairy-heavy culture; in fact, some
all those new mouths to feed, it’s no wonder that infant nutrition is sources estimate that nearly all Chinese adults suffer some degree
booming in China. of lactose intolerance. But the combined effect of a growing middle
Innova data show that savvy Chinese parents increasingly class, exposure to Western cuisines and rising awareness of milk’s
demand sophisticated health benefits from their infant milk formula health benefits has made dairy products almost synonymous with
(IMF) purchases. What key claims and ingredients catch their eyes? “good for you” in today’s China.
Chinese parents are keen on seeing the omega-3 fatty acid DHA Among the dairy launches tracked in China during 2014 and 2015,
in IMF products. It’s associated with healthy brain and visual digestive/gut health is the leading health claim, followed by low-fat
development. and no additives/preservatives.
Whey protein appeared in fully 70% of total Chinese IMF launches While protein claims aren’t yet as prevalent in China as those for
in 2015, compared to only 35% in the Southeast Asia (SEA) region. digestive health, Innova found that protein is
Prebiotic fibers improve digestion and appeared in 87% of IMF taking off, with the number of dairy
launches tracked in China; what’s more, 63% of IMF products launches carrying a protein claim surging
launched from 2014 through 2016 bore a digestive-/gut-health claim. in 2016.
Yogurt and yogurt drinks are becoming
Senior Health: Keeping China’s Aging Population stapes in health-aware Chinese households,
Vital with 53.6% of Chinese consumers increasing
Even as China’s baby boom keeps booming, China remains a rapidly their yogurt consumption, often for wellness
aging nation. By 2050, one out of every four Chinese will be 65 or reasons. Even protein-rich Greek-style
older. But China’s seniors aren’t content to shuffle off into retirement; yogurt looks set to sweep China.
like their counterparts around the globe, quality of life is just as
important to them as is quantity.
No wonder Innova found that Chinese manufacturers are
launching more products targeted at the health-and-wellness
concerns of the elderly than ever before.

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