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Chinese consumers’ healthy lifestyle leaves opportunities for food manufacturers

By Ding Yining | January 28, 2015, Wednesday | Online Edition

CHINESE consumers’ rising awareness of health could translate into opportunities for food manufacturers, leaving growth room for functional food or dietary supplements, a latest study shows.

Nearly 45 percent of Chinese respondents consider themselves overweight, and 49 percent said they're trying to lose weight, mostly by means of physical exercises and diet, market research firm Nielsen said in its Global Health & Wellness Survey.

As much as 53 percent of Chinese respondents plan to buy more fruit and 45 percent said they would buy more vegetables in the next six months. Other good-for-your-health products include yogurt, fish and seafood and cereal.

“With Chinese consumers growing pursuit for a healthy life, health-driven trend will be a key highlight in the Chinese market in 2015,” said Kiki Fan, senior vice president of Nielsen China.

In the third quarter last year, food categories with health concepts outperformed other sub-categories with an annual growth of 15 percent in sales value, compared to just 5 percent year on year growth in the overall food market.

Foods without artificial colors, non-genetically modified organisms, and without artificial flavors are the top elements among a total of the 26 attributes that consumers regard as most desirable.

“There is a tremendous opportunity for food manufacturers and retailers to lead a healthy movement by providing the products and services that consumers want and need,” Fan added.

The Nielsen Global Health & Wellness Survey was conducted between Aug and September last year and covered more than 30,000 consumers in 60 countries.

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