China Healthy Lifestyles Overview - May 2014

Cases of ’illness of affluence’, such as obesity, diabetes, high blood pressure, are on the rise amongst urban Chinese residents owing to the advancement and fast pace of modern life. Meanwhile, mass industrialisation has made a bitter pill for the environment. The worsening air quality has led to an increase in cases of respiratory diseases in big cities like Beijing and Tianjin where the air pollution issue is most severe, while at the same time the root causes of numerous food safety issues have been found to be contaminated water diverted into the paddies.

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Table of Content




Executive Summary

The consumer

Enough sleep, regular exercises and balanced diet are most important for achieving a healthy lifestyle

Figure 1: Important factors that contribute to a healthy lifestyle, December 2013

Consumers are moving into a healthy lifestyle in different ways

Figure 2: Changes in healthy living habits compared to one year ago, December 2013

Food safety and environmental pollution lead to people’s top health concerns

Figure 3: Health conditions/risks concerning Chinese adults, December 2013

Consumers seek both emotional and functional benefits from adopting healthy lifestyles

Figure 4: Main motivations leading to a healthy lifestyle, December 2013

Healthy ingredients, sauces and way of cooking make the greatest contribution to a healthy menu

Figure 5: Views on healthy menu features, December 2013

High level of consumer confidence in taking control of their health

Figure 6: Attitudes towards healthy lifestyles, December 2013

Key issues

What types of product/service innovations can give people relief from stress and sleep better?

How can health and wellbeing brands work together to market healthy lifestyles to consumers?

How can environmentally friendly products appeal to Chinese consumers?

How can health and wellbeing companies adopt a targeted approach to reach the potential users?

What we think

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