Along with the rapid development of the economy, the rise of new industries, Chinese GDP has increased year by year, and residents are more willing to invest in health. Especially with the outbreak of coronavirus pandemic in 2020, the general consumers’ awareness of nutrition and health consumption has reached a new peak.

Data shows that the generation born between 1980 – 2000 are gradually becoming the main force on healthcare consumption, driving the development of the health food industry market. With the increasing pace of young people’s life, “convenient, efficient and straightforward” health food products are more favored. At the same time, young people are not satisfied with the basic general healthcare, “precise nutrition” is attracting them by focusing on sensory experience, functional satisfaction, and ingredient attention.

In terms of consumption patterns, with the introduction of numerous policies such as the E-Commerce Law, more and more people are buying goods through e-commerce channels, with the health food industry being particularly prominent. The proportion of e-commerce has increased from 4.3% in 2011 to 31.6% in 2018. In addition, since the pandemic, live e-commerce selling has captured a lot of attention. (Source: cnhfa)

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