The Rise Of The Health Food Trend in China

THE RISE OF THE HEALTH FOOD TREND IN CHINA



WHAT IS THE OUTLOOK FOR THE CHINA HEALTH FOOD TREND?



$71 BILLION EXPECTED WORTH OF THE HEALTH FOOD MARKET BY 2015



17% EXPECTED ANNUAL GROWTH RATE TO 2015



WHAT DOES THE HEALTH FOOD TREND CONSUMER LOOK LIKE?



YOUNG

PROFESSIONALS AGED 20 - 40



URBAN

56% OF URBAN CHINESE PURCHASED ORGANIC FRESH FOODS IN THE PAST YEAR



WHY IS THIS TREND HAPPENING?



RISING INCOMES



1990 US$350



2000 US$1000



2008 US$3000



2020 US$8500



2030 US$20,000



CHINA'S AVERAGE PER CAPITA NATIONAL INCOME



FEAR

FREQUENT HEALTH SCARES HAVE CAUSED BUYERS IN CHINA TO BE MORE SELECTIVE ABOUT THEIR FOOD CHOICES



MELAMINE MILK

Six babies were killed and 300,000 were left sick after consuming infant formula contaminated with industrial chemical melamine in 2008.



'SEWER' OIL

In 2010 it was estimated that 1 in 10 of all meals in China were cooked using recycled oil, often scavenged from the drains beneath restaurants.



GLOWING PORK

In 2011 reports and photographs surfaced showing pork that glowed an eerie, iridescent blue when the kitchen lights were turned off.



LEATHER MILK

In February 2011 reports emerged of another milk contamination scandal, this time using leather-hydrogen protein.



WHAT KIND OF HEALTHY FOODS ARE HEALTH CONSUMERS CHOOSING?



FUNCTIONAL

FOODS THAT PROMOTE HEALTH BENEFITS ABOVE AND BEYOND NORMAL



DAIRY

PREVIOUSLY CHINESE CONSUMERS PREFERRED BUYING UHT MILK, BUT ARE INCREASINGLY BUYING FRESH MILK AND YOGURTS



VEGETARIAN

15 YEARS AGO BEIJING HOSTED ONLY 2 VEGETARIAN RESTAURANTS, NOW THERE ARE NEARLY 100 AND GROWING



ORGANIC

87% ARE MORE LIKELY TO SPEND MORE ON FOODS LABELED AS "ALL-NATURAL"



WHERE ARE CHINESE PEOPLE BUYING HEALTHIER FOODS?



75% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM SUPERMARKETS



51% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM HYPERMARKETS



5 TIPS FOR COMPANIES LOOKING TO LEVERAGE THE HEALTH FOOD TREND IN CHINA



1 INTEGRATE

LOOK FOR WAYS TO INTEGRATE TRADITIONAL CHINESE INGREDIENTS



PepsiCo, as part of a $2.5 billion expansion into China over the next three years, is developing drinks and snacks inspired by traditional Chinese medicine.



In 2010 Quaker launched an herbal oatmeal product with flavors such as wolfberry and tremella.



2 OFFER VEGETARIAN OPTIONS

OF ANY PRODUCTS THAT NORMALLY CONTAIN MEAT



3 OFFER ORGANIC



4 PROMOTE HEALTH FOOD AS SAFE FOOD



5 FOCUS ON YOUNGER URBAN AREAS VISUALTRENDS THE RISE OF THE HEALTH FOOD TREND IN OCHINA WHAT IS THE OUTLOOK FOR THE CHINA HEALTH FOOD TREND? $71 BILLION EXPECTED WORTH OF THE HEALTH FOOD MARKET BY 2015 17% EXPECTED ANNUAL GROWTH RATE TO 2015 WHAT DOES THE HEÄLTH FOOD TREND CONSUMER LOOK LIKE? YOUNG URBAN PROFESSIONALS AGED 20 - 40 56% OF URBAN CHINESE PURCHASED ORGANIC FRESH FOODS IN THE PAST YEAR WHY IS THIS TREND HAPPENING? RISING INCOMES 1990 2000 2008 202O 2030 CHINA'S AVERAGE PER CAPITA NATIONAL INCOME FEAR FREQUENT HEALTH SCARES HAVE CAUSED BUYERS IN CHINA TO BE MORE SELECTIVE ABOUT THEIR FOOD CHOICES MELAMINE MILK "SEWER' OIL Six babes were killed and 300,000 were left sick after consuming infant In 2010 it was estimated that 1 in 10 of all meals in China were cooked using formula contaminated with industrial recycled oil, often scavenged from the drains beneath restaurants. chemical melamine in 2008. GLOWING PORK In 2011 reports and photographs surfaced showing pork that glowed an eerie, iridescent blue when the kitchen lights were turned off. LEATHER MILK In February 2011 reports emerged of another milk contamination scandal, this time using leather-hydrolyzed protein. WHAT KIND OF HEALTHY FOODS ARE HEALTH CONSUMERS CHOOSING? FUNCTIONAL FOODS THAT PROMOTE HEALTH BENEFITS ABOVE AND BEYOND NORMAL DAIRY PREVIOUSLY CHINESE CONSUMERS PREFERRED BUYING UHT MILK, BUT ARE INCREASINGLY BUYING FRESH MILK AND YOGURTS VEGETARIAN 15 YEARS AGO BEIJING HOSTED ONLY 2 VEGETARIAN RESTAURANTS, NOW THERE ARE NEARLY 100 AND GROWING ORGANIC 87% ARE MORE LIKELY TO SPEND MORE ON FOODS LABELED AS "ALL-NATURAL" WHERE ARE CHINESE PEOPLE BUYING HEALTHIER FOODS? 75% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM SUPERMARKETS 51% OF CONSUMERS BOUGHT ORGANIC PRODUCTS FROM HYPERMARKETS 5 TIPS FOR COMPANIES LOOKING TO LEVERAGE THE HEALTH FOOD TREND IN CHINA 1 INTEGRATE LOOK FOR WAYS TO INTEGRATE TRADITIONAL CHINESE INGREDIENTS Pepsico, as part of a $2.5 billion expansion into China over the next three years, is developing drinks and snacks inspired by traditional Chinese medicine. In 2010 Quaker launched an herbal oatmeal product with flavors such as wolfberry and tremella. OFFER VEGETARIAN OPTIONS OF ANY PRODUCTS THAT NORMALLY CONTAIN MEAT 3 OFFER ORGANIC 4 PROMOTE HEALTH FOOD AS SAFE FOOD 5 FOCUS ON YOUNGER URBAN AREAS getchee bengre t We're a data services company. Key Offerings Data - Demographic segmentation & point data. We help the world's largest retail brands grow in Asia. We do this with GIS, a technology that combines maps with business and market data to gain insight not possible througha spreadsheet. Services - Consulting to identify market potential Kiwi - Site selection & market planning software. We'd love to hear what you think of our infographics. Get in touch with us and let us know at [email protected]. in f t getchee.com I blog.getchee.com 3Us$350 00oI$sn AUS$3000 US$8500 US$20,000