After 90 love "health", what does it mean for health food companies?
Health preservation is such a "veteran cadre" thing, but now more and more become the fashion of young people.
Recently, topic# started health preservation after just one year's work# was searched on Sina Weibo, which started another wave of post -95 health preservation discussions. In fact, since the stem of "thermos cup medlar" became popular last year and the "first batch of post-90s" were ridiculed to face the hairline crisis, the topic of health preservation has been rising among young people.
What followed was a rapid reversal of their attitudes towards the consumption of health products.
The snack generation noticed that according to the "2018 Life Consumption Trend Report" released by the First Financial and Commercial Data Center in January this year, judging from the search volume, the preference of young consumers born in the 90 s and 95 s for "health preservation" began to change from the non-preference in January 2017 to the neutrality in July, and the preference increased significantly in August and September, even surpassing that of consumers born before 1990.
"After going to college, I feel that my body will indeed not be as energetic as it was in high school. Every time I stay up for the night, I will soak Citi in the thermos cup to participate in goji berries to comfort myself." Xiao Pan, a post-95s senior girl in Guangzhou, told the snack generation that she had also put "health preservation" on the agenda in the past two years.
Luo Wei, head of the health care industry on Tmall Global, said that the market situation in China is undergoing tremendous changes. "In the past, the target population was middle-aged and elderly people and sub-healthy people. Now we are pushed forward by young people aged 18 to 22." He said.
This consumer trend presents opportunities for many health food companies.
What do young people who start to take the initiative to keep in good health love to buy? According to Ali data, from October 2016 to September 2017, the top five "health foods" purchased after 95 are honey, medlar, whey protein, health tea and enzymes.
Many businesses benefit from it. For example, according to Ali data, according to the search volume of "wolfberry" on the e-commerce platform of all ages, the proportion of post -95 generation increased significantly in September 2017, and further from the sales volume of wolfberry, the buying enthusiasm of post -95 generation is also rising year by year. During the 11th of last year, 179 tons of medlar were sold out within one hour.
The current "health culture" of young people is very interesting. Although some people really live a regular and healthy life, many of them are "punk health"-using the most expensive eye cream, staying the longest night, beer and medlar, Coke and dangshen. According to the interpretation of the encyclopedia entry, this refers to a kind of health preservation method of contemporary youth that "save themselves while dying, and be happy and bereaved.
However, whether it is true health care or punk health care, it reflects a consumption trend: the post-90s and post-95s have become a new force in health care consumption.
Data from Tmall International shows that health has become one of the most interesting import consumption themes for young people.
At the same time, the post-90s 'demands for health food and shopping choices also have their distinctive characteristics.
First of all, one of the important demands of young consumers is beauty. Therefore, health care products for specific demands such as hydration, whitening and early anti-aging are rising rapidly.
For health care companies, this will greatly affect their product/selection strategies.
One example is the German health care brand Shuangxin (Doppelherz). The snack generation learned that the company's best sellers in Germany are ammonia sugar, calcium, and basic vitamins. The target groups of these products are mainly middle-aged and elderly people; but after entering the Chinese market through Tmall International in May this year, the main sales of Shuangxin The product has become collagen oral liquid and lutein for eye protection. Post-90s beauty-loving women and office workers are the core consumers.
Double Heart Health Care Products Sold on Tmall
The snack generation noticed that in July this year, this German health care product brand planted grass among young consumers through live webcast, Little Red Riding Book and Douyin, and also made a pop-up shop offline.
"(This consumer trend) not only affects the selection strategy of international brands in the Chinese market, but also gives birth to a new category of oral beauty." The person in charge of Tmall International told the snack generation.
She said that Tmall International had conducted two user surveys and found that among consumers who came to buy health products, the demand for oral beauty was particularly strong. "That's why we collected products from various brands on the platform that were scattered in multiple leaf categories (note: the end category of product classification) and created this new category".
The above-mentioned person in charge of Tmall International told the snack generation that behind this is also the update of the overall operation thinking of health care products. She said that the traditional practice of the health care industry is to classify products according to the main ingredients, such as "calcium", "zinc" and "grape seed extract". Now it is divided into "oral beauty" and "sports nutrition" based on the demands of consumers, so as to help consumers understand the product attributes directly.
Snack Generation learned that when French health brand Biocyte opened its Tmall flagship store last summer, its main category was breast enhancement and hip lifting and body beauty products that are popular in Europe. Now its main category in China has become "oral beauty products" that are anti-sugar, whitening and "relieving the elderly".
Secondly, when making consumer choices, young people pay more attention to the word-of-mouth evaluation of search network users.
"Because I feel that there are many and miscellaneous brands of health products in pharmacies, I will choose to go to places like Tmall and Little Red Riding Book to read more comments." A 96-year-old consumer told the small food generation. In addition, she also mentioned that after economic independence, "will consider higher-end and more well-known imported health foods and health products".
Finally, in order to attract young people, many health food products began to move closer to the "fast consumer goods.
In other words, they have become more like snacks and drinks that young people like. "The characteristics of fast-moving consumer products are more convenient, more visual, faster and more sensitive consumer behavior, which is reflected in the changes in health care products, that is, the product is smaller in size, higher in appearance, and better in taste." The person in charge of Tmall International told the snack generation.
The person in charge said, for example, Vitafusion in the United States, Natural Treasure and Swisse in Australia have all introduced melatonin soft candy, vitamin soft candy, collagen essence beverage and other products in Tmall International, replacing some capsules and tablets. At the same time, many brands began to abandon large-capacity bottles, jars, the product into a more portable independent packaging.
[Exhibition Information Recommendation Details]]
Health products, nutrition products, special medical formula food, Guangzhou health products exhibition, Guangzhou food exhibition, probiotic products, organic food, children's nutrition, maternal and child health food
The "China Health and Nutrition Expo" (NHNE), sponsored by Sinopharm Reed Exhibition, is the largest professional exhibition of health nutrition and health products in China. Through two exhibitions a year (spring Shanghai, autumn tour), it has gathered tens of thousands of state-approved honest suppliers of blue hat health food and many new products and international health products, providing excellent brand promotion and product channel expansion services for domestic and foreign enterprises.
The 8th China Health and Nutrition Expo will be held on December 4-6, 2018 at the China Import and Export Fair Exhibition Hall (Guangzhou). The exhibition area is expected to exceed 40,000 square meters, bringing together 1000 product suppliers and professional service providers in the field of health and nutrition, as well as 100000 honest distributors, agents and terminal purchasers. It has become the best platform for merchants to find new products, exchange and learn, and master market information.
On December 4-6, 2018, multi brands gathered, Guangzhou held the 18th China International Health Expo and 2018 China (Guangzhou) Health Festival, the 8th China Health and Nutrition Expo, 2018 China Health and Nutrition raw materials/packaging/equipment Exhibition, International Natural Food and Beverage Expo.