How to appeal to China's health conscious consumers

China’s consumer market is incredibly diverse, with various “consumer tribes ” exhibiting distinct behaviours, preferences and spending patterns. Each of these tribes offers unique opportunities for businesses to tailor their products, services, and marketing strategies. In this article, WPIC introduces one of the most influential tribes: the health-conscious consumer.

The rise of the health-conscious consumer

The health-conscious consumer tribe in China has experienced significant growth over the past decade. This expansion has been driven by rising incomes, increased access to health information, the impact of the COVID-19 pandemic, and government initiatives like Healthy China 2030. As a result, consumers across different age groups, from young professionals to the elderly , are increasingly focused on maintaining a healthy lifestyle – and are willing to invest in products and services that promote health, from robust vitamin regimes to exercise classes.

Key drivers

• Cultural shift: Rising incomes and the COVID-19 pandemic have contributed to a widespread cultural shift towards preventive healthcare, where maintaining health through diet, exercise, and lifestyle choices is prioritised. This trend has also been fueled by the rising availability of health information online and through social media. In many ways, China’s health awareness boom aligns with that in Western markets.
• Product categories: Nutraceuticals, supplements , organic food , and fitness-related products are popular among this group of health-conscious Chinese consumers. Traditional Chinese medicine (TCM) products also play a significant role, combining modern wellness trends with more established cultural practices. Chinese consumers also demonstrate a distinct preference for “consumables” in promoting health, creating an especially large opportunity for nutraceuticals and supplements.

Effective marketing strategies

• Content and livestreaming: To effectively engage with health-conscious consumers, brands should focus on delivering educational content that highlights product benefits, proper usage and real-life testimonials. Platforms like Douyin (China’s version of TikTok) are crucial for reaching this tribe, as they tend to prefer authentic, informative content. Livestreaming, in particular, has become a powerful tool for brands to explain product efficacy and function in real-time, providing the transparency that health-conscious consumers value.
• Influencers: Collaborating with health and wellness influencers is another effective strategy. These influencers are often seen as trusted sources of advice, and their endorsements can significantly enhance a brand's credibility. By partnering with influencers who resonate with this audience, brands can extend their reach and build stronger connections with health-conscious consumers.

Learn more at China Consumer 2024

The health-conscious consumer is just one of several influential tribes shaping China’s consumer landscape. Each tribe offers unique insights into China’s evolving market dynamics and understanding these tribes is key to unlocking new opportunities for growth.

For a deeper dive into these consumer tribes, join the upcoming China Consumer 2024 conference, where WPIC will be taking part in a panel session on “Navigating Subcultures and Tribes” and hosting a breakout session on “The Douyin Playbook: Growing in China through Social Commerce”. This event will offer invaluable insights into the latest trends, backed by expert analysis and real-world examples. Don’t miss out on this opportunity to stay ahead in China’s competitive market!

Click here to register