July 5, 2024 – Many factors drive consumers to pursue a healthier lifestyle. Nearly half of participants in recent consumer trends research reported taking action to live more healthfully over the past 12 months. When Chinese consumers were asked about why they are seeking a healthier lifestyle, feeling well and aging well were at the top of their list.
Being Proactive for Prevention
Consumers say that they are taking action to prevent health conditions and illnesses before they occur. Chinese consumer trends show that top concerns among consumers include weight management, heart health, and healthy aging. Consumers report that they are working toward physical health and wellbeing and living more healthfully. Around the world, consumers say that they are changing what they eat, along with their nutrition, to be in better health physically. Nutrition matters for Chinese consumers. A solid proportion say that it’s important for healthy food and beverages to have high nutritional value.
Consumers Look for Functional Ingredients
Consumers around the world and in China value functional ingredients. They look on the package label for ingredients they are interested in. Additionally, respondents to consumer trends research in China say they are willing to pay more for functional ingredients to improve their physical health.
Protein and Other Functional Ingredients
Among Chinese consumers, probiotics and protein top the list of star ingredients in the food and beverage market, followed by collagen and fiber. Probiotic ingredients show solid growth in new food and beverage launches and supplement launches. Protein is promoted for benefits in addition to muscle growth, including energy and stamina plus weight management.
Vitamins and Minerals are Important
Vitamins are highlighted in many food and beverage categories in China. Growth of product launches with added vitamins is led by breakfast cereals and also desserts and ice creams. Watch for vitamins and minerals to be added to other food and beverage launches such as peanut butter and beer.
Botanicals as Functional Ingredients
In China, functional botanical ingredients are added to food and beverage launches and also supplement launches. They are positioned to target a range of conditions and health needs. One example is an aloe vera dietary supplement to relax the intestines and help relieve constipation. A no-sugar barley tea is enriched with dietary fiber to support healthy intestinal function.
Mushrooms in the Nutrition Spotlight
Functional mushrooms are supporting a mushroom revolution. Mushrooms are being added to food and beverage launches and highlighted on package labels. Examples of functional mushrooms that show growth are chaga, lion’s mane, and cordyceps. Functional mushrooms are highlighted for their effects on brain health – thinking, learning, memory, mood, focus, mental clarity – plus stress reduction, immune health, and muscle energy and recovery.
Marine Ingredients Offer Nutrition Functions
Two of Innova’s Top 10 Trends for 2024, one that highlights ingredients and another that spotlights ingredient from the sea, converge in China and Asia. Compound annual growth is positive for kelp and algae.
Functional Nutrition for Each Generation
Star ingredients vary by generation. Vitamins and protein are most important to Millennials and Gen Z, followed by collagen. Fiber ranks high in importance for Gen X and Millennials. Probiotics are highly important for Boomers.
Chinese participants in consumer trends research say that healthy aging is a priority and functional ingredients are important. Food and beverage product launches that are positioned for healthy aging include yogurt products with memory care benefits and probiotic plus prebiotic skin care products for healthy aging.
Technology Supports Functional Ingredients
Consumers can use various digital tools to learn about functional ingredients. Chinese consumers are willing to turn to digital resources for information and knowledge about functional ingredients and how to boost health. New technologies to improve health and wellbeing include VR meditation, AI cameral tracking, and personalized supplements that can be customized to consumer needs.
What’s Next for Opportunities
Chinese consumers are highly interested in healthy living and physical health and wellbeing. Their interest supports innovation of food, beverage, and supplement products with functional ingredients. Manufacturers can take advantage of growth opportunities for ingredients that offer health benefits.
Functional ingredients are trending for health and prevention and are in high demand among consumers. Manufacturers can emphasize the individual ingredients in their products, along with how the ingredients can function to meet specific health needs.
Aging well is a hot and growing topic, with consumers seeking ingredients that can help them with health and wellness as they get older. Digital tools and social media opportunities through influencers and viral topics can call attention to functional ingredients and their potential benefits.
This article is based on our report, “Natural Ingredients in the Spotlight
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