Grasp the health needs of the "silver-haired people" and break through the health food industry online

In the post-pandemic era, the importance of health has become even more prominent
.
According to the "2022 Family Nutrition Fourth Meal Consumption Trend Insight" jointly released by CBNData First Financial Business Data Center and Tmall Global, the consumption scale of domestic health care and nutrition products has increased year by year in recent years, and has exceeded 300 billion yuan
by 2021.
Affected by the epidemic, online sales of health food have entered a new round of growth, and the total sales of the whole network in 2021 increased by more than 50%
year-on-year.
Industry insiders analyzed that in the wave of online consumption of health food, meeting the health needs of "silver-haired people" has increasingly become the focus of brand breakthrough
.

The rise of online channels accelerates

"Water collagen beauty, deep-sea fish oil to regulate blood lipids, vitamin D3 to supplement calcium, coenzyme Q10 to protect the heart and brain.
.
.
" Compared with traditional sales channels with mixed fish and dragons, online channels with transparent prices, convenience and speed are accelerating
.

Big health products have become one of the important growth categories of
many e-commerce platforms during this year's "Double 11" period.
According to data from Jingdong, the sales of vitamins and calcium nutrition categories increased by 2.
5 times
year-on-year in 5 minutes of "opening the door".
More than 1,000 small and medium-sized stores in the nutrition and health category, the turnover doubled
year-on-year.
Relevant data show that during this year's "Double 11", the sales of Tomson By-Health's whole brand exceeded 700 million yuan, a year-on-year increase of more than 20%.

Among them, sales of bone-strengthening products increased
significantly.

All kinds of vitamins, protein powders, etc.
, have become one of the
main products snapped up by consumers this year's "Double 11".
Ms.
Wang, who has just stocked up on more than a dozen bottles of multivitamins at "Double 11", said: "I bought middle-aged and elderly models for the elderly, adult models for me and my lover, and adolescent models for children, hoping to improve the immunity of the whole family
.
" ”

Data show that at present, more than 40% of consumers in first-, second- and third-tier cities in China purchase international health food through cross-border overseas shopping platforms, and the scale and number of online overseas health food consumption have maintained a rapid growth trend in recent years
.

Under the strong consumer demand, overseas brands have also taken cross-border e-commerce as a key shipping channel
.
In the cumulative ranking of imported nutrition brands in the Jingdong nutrition and health care sales list, the top ten are Swisse, Yijie, Childhood, Bio Island, Primrai, Aojiabao, GeneHarbor, Life Space, Rivito, and ChildLife
.
Industry insiders analyzed that with the introduction of relevant national planning outlines such as "Healthy China 2030" and "Healthy China Action (2019-2030)", the health industry has ushered in new development opportunities
under intensive policy dividends.
Especially under the influence of the epidemic, people's demand for health has not decreased but increased, and the data of "Double 11" just confirms this development trend
.

The elderly are keen to spend online

"Silver-haired people" have become the key consumer group
in the market in recent years.
According to the 49th Statistical Report on Internet Development in China, as of December 2021, the number of Internet users aged 60 and over in China reached 119 million, the Internet penetration rate of the population aged 60 and above reached 43.
2%, and the proportion of Internet users aged 60 and above using mobile phones to access the Internet reached 99.
5%, which is basically the same as the
overall proportion of Internet users 。 In terms of online time, the QuestMobile 2022 Silver Economic Insight Report pointed out that in August 2022, the monthly active users of "silver users" reached 297 million, a year-on-year increase of 12.
5%, and the monthly per capita usage time was 121.
6 hours, a year-on-year increase of 8.
6%, which was significantly higher than the average
of the entire network.

Not only is the number of online shopping by the elderly increasing, but the online shopping behavior of the elderly is also changing
.
Compared with the previous single shopping venue, the shopping venue of the "silver-haired family" has now "fully bloomed" and is also lively in the live broadcast room
.
And compared with the past "ask children to help online shopping", now more and more elderly people are also personally "in battle" to enjoy the fun of
online shopping.
In terms of shopping categories, the shopping carts of the elderly are not only clothing, health foods, and agricultural products labeled with the label of "elderly", but also shopping carts are more abundant and diverse
.

With the continuous popularization of the Internet, more and more middle-aged and elderly consumers have become "new" netizens and joined the queue of online shopping for health products
.
Middle-aged and elderly people (over 50 years old) who love online shopping prefer to choose coenzyme Q10, protein powder, aminochondroitin, dried bird's nest, blood glucose meter, calcium tablets, etc
.

Wang Jing, who pays attention to health preservation, has a big task in this year's "Double 11", which is to buy calcium tablets
for his family and neighbors.
Wang Jing calculated an account, if you and neighbors use more new Taobao accounts to register brand members, you can receive more "Double 11" superimposed coupons, plus forward and share the store link can get the order full reduction coupon, layer by layer discount, a brand of liquid calcium tablets per bottle (400 capsules) the lowest price of about 135 yuan, much cheaper than the average price of 160-180 yuan in offline stores
.

55-year-old Chen Minnian is nearing retirement and loves to "dry" health care
experiences in the circle of friends.
She has studied the "explosive models" of major health foods in the world, and she has to supplement at least six or seven kinds every
day.
In the "shopping cart" of contemporary middle-aged and elderly people who pursue quality life, one or two health products
from overseas are indispensable.
Buying health food on e-commerce platforms is becoming a way of life
.

After experiencing the convenience of online shopping, the "silver-haired people" are gradually shifting their offline habit of buying imported health foods online
.
According to Tmall Global data, in 2021, among the "silver generation", the number of post-60s consumers increased by 27%, and the average annual growth rate of post-65 consumer users and turnover exceeded 50%.

With the deepening aging of the population, the health care market has great potential for growth
.

Seize the new rigid needs of the "silver-haired family"

In the wave of health food consumption, meeting the needs of "silver-haired people" has increasingly become the "main play"
for brands to break through.

Danone (China) Food and Beverage Co.
, Ltd.
and the Chinese Nutrition Society released the "White Paper on Nutrition Knowledge and Action for People aged 40-60", pointing out that the health awareness of Chinese people aged 40-60 is constantly improving with the improvement of living standards, but the health status and overall level of nutrition cognition of middle-aged and elderly people are far from
the ideal state.
The survey found that the health concerns of respondents aged 40-60 are strengthening immunity, maintaining good interests, weight control and gastrointestinal health
.
More than eighty percent of respondents believe that their health needs to be improved, which is reflected in many aspects
such as gut, mobility, sleep, chronic diseases and immunity.
In addition to the daily diet, eating fortified foods or dietary supplements is a commonly used nutritional supplement regimen
.

According to the data of "2022 Family Nutrition Fourth Meal Consumption Trend Insights", the consumption scale of online middle-aged and elderly health nutrition products has continued to rise in the past three years, and the consumption scale in 2022 has nearly doubled
compared with 2020.
Among them, eye health and bone and joint maintenance related categories maintained a consumption proportion of nearly 30%, weight management, functional snacks health food "run" out of the consumption growth rate of more than 1200%, and the growth rate of health food subcategories that protect respiratory tract and cardiovascular and cerebrovascular diseases is also more than
400%.

Industry insiders said that in recent years, the health market of young people has been activated, and the consumer market of "silver-haired people" is far from the moment
of real outbreak.
Compared with the younger generation, the "silver-haired generation" has a more urgent desire for health, and its needs are more complex and diverse
.
For them, how to improve sleep and replenish qi and blood are the key contents of daily life, which makes them a consumer force
that cannot be ignored in the health food market.

Relevant data show that the scale of China's health care products market has grown year by year, and has exceeded 300 billion yuan
by 2021.
However, in 2021, the per capita consumption of health products in China was only US$36, less than 1/7 of the per capita consumption of the United States and about 1/5
of Japan.
Compared with the 50% penetration rate of the US health care products market, there is still a lot of room
for improvement in the penetration rate of domestic health food and per capita consumption.

Industry insiders said that seizing the new rigid needs of the "silver-haired people" will make the wind of "new consumption" of health food blow
again.

(Zhu Meiqiao comprehensive arrangement)

China Food News(November 30, 2022, Version 06)

(Responsible editor: Zhu Meiqiao)