Gen Z's wellness industry trendsetters debut nutritional products fading "old antique" label
In order to meet the new demands of new consumers such as "punk health" and "lazy health", more and more brands have begun to promote the innovation of nutritional consumer products.
In particular, traditional nutritional supplement brands are gradually fading away from the "old antique" label, and through product innovation and upgrading, they have become a trend-setter in the current Z-generation health care industry.
Traditional nutritional supplements have huge market potential
Data from the National Bureau of Statistics shows that the disposable income of Chinese residents has continued to grow. On the contrary, the proportion of health care consumption expenditure is still low, and the proportion has dropped to 5.73% after the new crown epidemic.
The increase in income and the enhancement of national health awareness after the epidemic will release a large amount of healthy consumption demand, and also promote the huge development potential of the nutritional and health care products market.
The data verifies this point of view. A social media e-commerce marketing analysis report on traditional nutritional supplements shows that the market size of China's health care products is expected to exceed 270 billion yuan in 2021 and 320 billion yuan in 2023. Health care products have gradually become people's daily life. need.
The data shows that people's attention to the taste of products has continued to increase for three consecutive years.
With the growth of Generation Z and the change of consumer groups, traditional nutritional supplements should not only focus on efficacy and ingredients, but also whether they taste good or not has become the most important part of attracting new consumers.
The report believes that in the new consumption era, product segmentation is important, and the same is true for traditional nutritional supplements. Only by efficacy segmentation can consumers establish a connection between their needs and products.
In the past, it was difficult to gain the trust of new consumers when traditional nutritional supplements wanted to satisfy most people through "pan-functionalization".
The targeted effect of "making up for what is missing" can gain the consumer trust of Generation Z.
The choice of a variety of innovative flavors also meets the discerning needs of new consumers for taste.
Women's consumption has gradually increased, and the post-90s generation is the main force
With the product upgrade of traditional nutritional supplements, the segmented fields for women of different ages have also continued to upgrade. The proportion of female users of traditional nutritional supplements has increased for three consecutive years, exceeding 80%.
In terms of age group, the audience of traditional nutritional supplements on e-commerce platforms is mainly 25-30 years old, that is, the post-90s generation.
In 2022, as more post-90s enter middle age, the proportion of 31 to 35-year-olds will surge from 15.32% to 26.65%.
Medicinal and food homologous nutritional products are very popular
From the perspective of e-commerce performance, the traditional nutritional supplement market on the Douyin platform has grown significantly, and the total merchandise transactions in the first quarter of 2022 increased by 324% year-on-year.
Single products such as Ganoderma lucidum and deer antler on the Kuaishou platform have grown rapidly, while Douyin has grown rapidly in bird's nest and ginseng.
Medicinal and food homologous nutritional products are deeply loved by consumers, and the total transaction volume on both platforms has entered the TOP3.
Judging from the marketing performance of social media, the volume of traditional nutritional supplements is mainly concentrated on the three platforms of Douyin, Weibo and Xiaohongshu, accounting for more than 95% of the total.
Among them, the homology of medicine and food, honey and dietary nourishment are the most vocal categories.
Although the volume of the entire traditional nutritional supplements on Douyin accounted for more than 53%, the volume of Weibo, Xiaohongshu and WeChat public accounts in the top ten popular categories also accounted for a considerable proportion.
For example, most of the related voices about the homologous food of medicine and food come from the Xiaohongshu platform, and the voices of dietary nourishment and nutrition are mainly concentrated on the Weibo platform.
Text / Our reporter Chen Si