Category: Cover Story

The pandemic has done more than accelerate existing trends in wellness,
it has also created new ones of changed what existed so drastically

It is no secret that COVID-19 has resulted in disruption and sweeping changes throughout all areas of our personal and professional lives, something that has naturally been very stressful. And in response to this sense of anxiety, there has been a swift and comprehensive shift from “wellness,” an individually focused concept, to “wellbeing,” a more holistic vision that touches all people and industries across societies.

This is fairly new territory. While wellness is not an entirely novel concept, the move to wellbeing has meant that all of society is now being asked to get involved. Consumers now expect everyone from employers and brands to schools and industries to participate in social wellbeing, a drastic change from the reality even just a few short months ago.

Wellness: Wellness typically refers to the state of being in good physical and mental health, often as a result of deliberate effort or lifestyle choices. It encompasses various aspects such as nutrition, exercise, sleeping quality, stress management, and mental well-being. It focuses on individual well-being and self-care.

Wellbeing: Wellbeing is a broader concept that includes not only physical and mental health but also factors such as social, emotional, and economic well-being. It encompasses the overall quality of life and satisfaction in various aspects of life, including relationships, work, and community involvement. Wellbeing emphasizes a holistic approach to health and happiness, considering the interconnectedness of different aspects of life.

In Chinese, it’s important to note that while “Wellness” directly translates to “health”, it is often used to convey the concept of wellness in a broader sense in Chinese. Similarly, “Wellbeing” so far can’t be satisfactorily translated in Chinese, but a close equivalent is the meaning of two words together, which is “Health and Happiness”, referring to the sense of happiness and satisfaction associated with wellbeing.

Wellness in the pre-covid world

Wellness has been a societal concern for some time, as can be seen in the rise of personal health practices, growing legislative movement around health, push toward destigmatizing mental health issues and takeoff of the fitness, spa and selfhelp industries.

For example, the number of Americans practicing yoga rose from 20.4 million in 2012 to 36 million on 2016, and a number of cities and countries passed soda tax laws between 2011 and 2018. Global Wellness Day was first introduced in 2012, and it has been celebrated every year since. And more broadly, after growing by 12.8% over the past two years, the wellness industry now accounts for more than 5.3% of the global economy.

This new industry had more wide-reaching implications as well. Its foundation and growth seems to have “freed” companies working in other sectors from the obligation of placing stakeholder wellbeing at the center of their activity. Instead, these concerns were left to the wellness industry.

How covid changed the game

As the world comes to grips with the first global pandemic of this nature in recent history, there has been much speculation about what we have learned, what we consider essential and the aftermath it will leave. At the heart of all these arguments is the universal opinion that the wellness (and moreover, wellbeing) of students, parents, children, partners, workers, survivors, and careers is absolutely fundamental to recovery.

Without the capacity of societies – and businesses –to holistically focus on people’s wellbeing (including physical, emotional and spiritual health), creating safety nets to allow citizens to return to work (or any other social arena) and be productive would be almost impossible.

Governments are assuming responsibility for putting programs into place to support citizen wellbeing, but all aspects of the private sector are also being expected to contribute to these efforts. Wellbeing has become truly Multistakeholder, with employees, not just consumers, at the center of it. Multisectoral, affecting all sectors and brands regardless of the products or services they offer. And Multidimensional, which is why we have moved from talking about “wellness” to talking about “wellbeing,” which includes dimensions such as the mental and financial, among others.

This new, broad focus has caused people’s expectations to quickly shift. Now, corporations (whether in the health sector or not) are expected to take a position on wellness matters that affect all their stakeholders, including both employees and consumers at the center of it.

But the view on what this “wellbeing” society should promote has also changed, moving from the simply physical (providing tissues in public spaces, allowing sick leave or encouraging proper eye care) to become a holistic concept that encompasses physical, mental and emotional wellbeing.

These “beyond-the-physical” areas of wellness can be broken down into several key categories:

Social: Developing a sense of connection, belonging and support with others in the community.

Spiritual: Finding meaning life events, demonstrate individual purpose and live life that reflects your values and beliefs (discovering a sense of purpose).

Environmental: Maintaining good health

by occupying pleasant, stimulating environments that support wellness from the outside in.

Emotional: Coping effectively with the pandemic’s stress, maintaining a proper work-life balance and holding satisfying relationships (as well as keeping a positive attitude).

But the pandemic has done more than accelerate existing trends in wellness. It has also created new ones or changed what existed so drastically, be it in terms of scope, action or audience, as to make it more useful to talk about these trends as being new. We must all be aware of these changes as we work to address wellness in our own local realities.

Sanitary security. While there was a preexisting trend around strengthening your immune system and avoiding illness had always been important, it has never before been such a global concern.

Health as an aspect of corporate responsibility. In this context, wellness and health very quickly moved from each individual’s personal responsibility to something business were not only societally expected, but also legally mandated, to take on. Mask mandates, face shields, gloves and other protective measures appeared almost overnight, and are here to stay for at least the time being.

Anxiety and fear. Beyond the direct effects of the pandemic, it has also created an atmosphere of heightened anxieties for us all, leaving people worried about their wellbeing on a number of axes – health, financial, etc.

Lifestyle changes. Wellness-focused lifestyles are not a new concept, but the pandemic has changed who is adopting them. Many people have introduced new patterns or habits into their lives, including around what they eat, how they relate and how they spend their time, among other things. This is in part due to the long lockdown and the time it gave people to experiment, and in part a response to the sanitary security and atmosphere of anxiety and fear.

Digitalization. When the physical world went into lockdown, society moved to the digital space. This was one of the most important responses to the restrictions on physical contact and fear of the contagion’s spread.

Individuality. As people were forced to socially distance and isolate from one another, there was more individualization in certain habits and customs that were previously social affairs.

Bringing wellbeing into your brand and communicating it

The vast majority of global consumers trust the private sector more than they trust any other institution, including media, government and NGOs. This presents a tremendous opportunity for brands to go beyond storytelling and move into story doing–meaning actively communicating the initiatives they are undertaking based on what is most important to their local communities, taking a multistakeholder approach.

As such, now more than ever, every company in any industry needs an inspiring narrative that transcends its products and services. This should be a priority for all areas, not just the traditional wellness businesses of nutrition, tourism, personal care, beauty and fitness. Whether wellness is the focus of your business or entirely new ground, brands need inspiring, action backed stories capable of generating confidence.

First, however, we must look at some of the key areas of wellbeing most relevant to stakeholders during this turbulent time. While there are many aspects to this, including food, nutrition, travel, personal care and others, some are much more broadly applicable to brands, including:

Mental health. While this is often thought of as an individual issue, collective mental health is also extremely important – and the pandemic has turned our world into a breeding ground for disorders such as anxiety, depression and even post-traumatic stress.

Environment. Areas intrinsically linked to brick-and-mortar business, the physical environment available has changed rapidly in less than a year. The increase in distance work and the need to ensure safety has changed how businesses look, leaving open questions such as what the “new normal” will be like in these places where people spend so much time. Even those places that have kept their doors open have seen major environmental changes, many of which only highlight the differences between our world today and what normal life used to be. Finding an “escape” has become increasingly difficult.

Resocialization. This important process is about reacclimating ourselves to living and working together after (or during, depending on location and outbreak pattern) this time of social distancing. Many people are craving community, and creating this sensation from afar is not easy.

Disconnect electronic and digital connections. Now more than ever, it is urgently necessary to find ways to disconnect electronic and digital connections. However, there are so many people working from home or simply lying down and scrolling through their phones. Since the pandemic, there has been a significant increase in people addicted to electronics, and what’s most frightening is that it’s affecting a large number of children and teenagers.

But if society is expecting brands to contribute to wellbeing and take an active role in supporting their stakeholders along these axes (and they are), the natural next question is, “How?” Some of these answers are clear – for example, the necessary physical safety precautions are well covered by governments around the world – but some are more difficult to grasp.

Some of the steps to consider are laid out below.

Step 1: Make sure you have a good narrative

Now is the time to communicate beyond your typical products and services. Consumers and stakeholders of all kinds are expecting more from companies, making it important to dedicate time to develop an inspiring narrative with a strong focus on wellbeing.

In this, a human and personal approach is more important than ever. Society is demanding empathy and authenticity in all communications, and finding ways to organically incorporate and address some of the above issues will help you as you incorporate wellbeing into your brand image.

Step 2: Connect with your stakeholders

It is no news that there are constant conversations going on among your stakeholders, but it has become increasingly important to connect and engage with these discussions. This involvement will not only help build brand relationships, but also increase your understanding of their priorities and concerns in terms of their own wellbeing.

Once you know the areas most important to them, it will allow you to act intelligently to incorporate wellbeing into your brand promise.

Step 3: Build content for a clear purpose

While evergreen content is an important component of any strategy, our extreme times call for purpose-built content that focuses on how it can help your stakeholders. During this stressful pandemic, people are naturally drawn to what can provide comfort, stability and reassurance – in other words, to things that enhance their wellbeing.

Developing content that has been tailored to your stakeholders’ needs to accomplish this goal will help you cultivate brand loyalty and produce content that creates an impact, as well as links your brand to the all-important concept of wellbeing.

Step 4: Grow your tribe and cultivate trust

Trust is paramount, and brand ambassadors have always been important to cultivating it among stakeholders. The pandemic has only enhanced this reality. Now, your network of ambassadors – including both employee and consumer stakeholders – is key to helping your brand incorporate the concept of wellbeing and weather this storm.

After all, it is important for stakeholders to feel as though your brand does, in fact, have their wellbeing in mind, whether you do so explicitly or implicitly. Your narrative (what you say) will go a long way toward reaching these groups, but it is your actions (what you do) that will ultimately convert stakeholders into ambassadors. To do this effectively in today’s world, your brand must show a focus on wellbeing.

Throughout the process, it is key to ensure your stakeholders know your brand is interested in and committed to their wellbeing. To properly communicate this, it is just as important to listen to their needs as it is to take action. The brands capable of placing wellbeing at the center of their activity, treating it as much more than just another launchpad for communications, will be better placed to shine in today’s uncertain and challenging environment.

Highlighting the latest trends in the Chinese health and wellness market to help both domestic
and overseas industry players understand these trends and enhance brand awareness
and sales conversion rates. By Fifi Kao

In recent years, Chinese interest in health has been steadily growing, and the concept of a “healthy lifestyle” has been a stable driver of the Chinese consumer market since the pandemic. Survey data shows that 73% of Chinese consumers are willing to regularly spend money on products that benefit their mental and physical health.

Is China a health-conscious nation? The answer is a resounding yes. This encompasses the growing health awareness among citizens, emphasis on pollution and food safety, and the demand for holistic health.

For instance, data observed by SpaChina reveals the immense and rapid growth of China’s health food market alone. In 2022, the health food market was valued at over 298.9 billion RMB and is projected to continue growing at no less than 10% annually over the next five years. This growth underscores the nation’s health consciousness and certain consumer preferences.

China’s fitness market is also experiencing significant growth. By 2023, its market value reached US$55 billion. This development is fueled by the rapid expansion of fitness clubs and gyms nationwide, alongside heightened individual fitness and health awareness during the pandemic.

Given the substantial local demand, both international and domestic brands in the health and wellness category naturally seek to capture more market share in China. Apart from meeting stringent Chinese certifications and ensuring high quality, they also require keen market insights and effective marketing strategies to win over brand and quality-sensitive Chinese consumers. This is not an easy task for international companies, as it requires acceptance of strict product and service regulations and adaptation to rapidly changing trends, necessitating continuous strategy adjustments. Often, only management and marketing personnel with local experience can predict and respond effectively.

How does China view health and wellness?

In modern China, the perception of health and wellness incorporates a blend of traditional Chinese medicine (TCM) and modern medical practices. While TCM, with its emphasis on balance, energy flow, and the connection between human beings and nature, remains prominent and widely practiced, there is also a growing awareness and support for modern medical approaches within the Chinese population and market.

The influence of the global health and wellness economy has encouraged Chinese people to actively engage in public health initiatives focusing on physical exercise, nutrition, and pollution reduction. This shift is driven by the desire to prevent the prevalence of chronic diseases affecting 70% of the Chinese population. This positive trend is largely attributed to initiatives like “Healthy China 2030” launched by the World Health Organization in 2016, and subsequent local health policies implemented in China.

Furthermore, a significant part of the development in China’s health and wellness industry is reliant on the integration of modern medical technologies. With the rapid advancement of telecommunications, fitness apps are widely used, and AI diagnostic tools are becoming increasingly accessible globally.

China boasts the world’s second-largest health and wellness market, valued at US$683 billion, and leads the Asia-Pacific region in this sector. According to research from the Asian Development Bank, even prior to the pandemic, China’s expenditure on health and fitness technologies had reached US$10.8 billion.

How big is the Chinese health and wellness market?

China is the second-largest health and wellness market in the world, with a value of $683 billion. With the increased penetration of mobile phone and internet usage, it’s no surprise that the majority of the revenue generated from this vibrant sector comes from online shopping channels.

In the Asia-Pacific region, a significant amount of wellness spending mainly comes from the Chinese market. Based on ADB research, the expenditure for health and fitness technology reached $10.8 billion even before the pandemic happened.

With the exception of medical services, there’s no doubt that Chinese consumers will continue to consider fitness and health benefits in their future purchases. It’s a fact that local and international brands can leverage with the right marketing strategy.

Young consumers seek health-related products

Young consumers are increasingly becoming the driving force of the Chinese economy, and this is more evident in the health and wellness market than ever before. This age group is more willing to invest money in both physical and mental health.

Compared to older generations of Chinese consumers, the younger generation rejects slow-paced wellness practices. While they still value traditional Chinese medicine, millennials and Generation Z tend to prefer quick and convenient health choices that can easily fit into their busy, fast-paced schedules. They gravitate towards products like nutritional supplements and health foods that are portable, easy to consume, and presented in stylish and fun packaging.

There is a noticeable increase in demand for mental health care. As the country continues to develop, the younger generation, many of whom are only children, face intense competition in the job market and high expectations from their parents. The lack of work-life balance leads to longer working hours, poor sleep quality due to prolonged use of electronic devices, and irregular eating habits from ordering takeout, all of which not only impact physical health but also affect their psychological stability.

However, Chinese people universally recognize the importance of sleep, with over 95% placing high importance on their sleep quality and understanding the significant impact sleep has on overall health. Yet only 12% understand that lack of sleep and rest can also hinder mental and emotional health, leading to cognitive and emotional disturbances if adequate rest is lacking.

Fortunately, despite the challenges posed by the pandemic over the past three years, it has significantly changed the perceptions of most Chinese people regarding the importance of mental health. Today, the local Chinese market is no longer resistant to using various health methods to improve mental well-being; rather, they are quite proactive and willing to explore.

This can be seen in their enthusiasm for consuming health foods and beverages. Chinese consumers are now very interested in purchasing products that encourage an active and healthy lifestyle, both physically and mentally.

Demand for mental health care is on the rise

Young consumers are gradually becoming the driving force of the Chinese economy, and this is more evident in China’s health and wellness market than ever before. This age group is more willing to invest money in both physical and mental health.

Compared to older generations of Chinese consumers, the younger generation does not embrace slow-paced wellness practices. While they still believe in traditional Chinese medicine, millennials and Generation Z tend to prefer quick and convenient health choices that can easily fit into their busy, fast-paced schedules. They gravitate towards products like nutritional supplements and health foods that are portable, easy to consume, and presented in stylish and interesting packaging.

There is a noticeable increase in demand for mental health care. As the country continues to develop, the majority of China’s young generation, many of whom are teenagers or in their twenties, face intense competition in the job market and high expectations from their parents. The lack of work-life balance leads to longer working hours, poor sleep quality due to prolonged use of smartphones and electronic devices, and irregular eating habits from ordering takeout, which not only affects their physical health but also impacts their psychological stability.

However, Chinese people universally recognize the importance of sleep, with over 95% placing high importance on their sleep quality and understanding the significant impact sleep has on overall health. Yet, only 12% understand that lack of sleep and rest can also hinder mental and emotional health, leading to cognitive and emotional disturbances if adequate rest is lacking.

Fortunately, despite the challenges posed by the pandemic over the past three years, it has significantly changed the perceptions of most Chinese people regarding the importance of mental health. Today, the local Chinese market is no longer resistant to using various health methods to improve their mental well-being; rather, they are quite proactive and willing to explore.

This can be seen in their enthusiasm for consuming health foods and beverages. Chinese consumers are now very interested in purchasing products that encourage an active and healthy lifestyle, both physically and mentally.

Chinese consumers have embraced home fitness

With over 72% of China’s population accessing the internet via smartphones, the rise of home fitness apps has become an inevitable trend. Data from 2022 shows that these apps were downloaded approximately 1.11 billion times.

This segment of products generated $800 million in revenue in the entire year of 2023 in the Chinese market and is expected to reach around $1.5 billion by 2028. Although not the largest health market in China, the data still shows significant numbers, with approximately 109 million free app users and 65 million paid subscribers, which is quite remarkable.

The large number of paid users signifies that there are enough consumers willing to purchase products and services related to home fitness, such as fitness equipment, yoga mats, workout clothing, and expanding into more health product categories.

Female consumers dominate the health and wellness market

Female consumers are one of the primary driving forces behind China’s health and wellness industry. This consumer group is typically from first-tier cities and has high-paying jobs or stable and affluent sources of income. According to the “Women’s Health Consumption Report” released by Alibaba Health, health-related spending by Chinese women achieved a 20% annual growth in 2021.

Throughout a woman’s lifecycle, there are constantly changing health and medical needs, from childhood, adolescence, adulthood, menopause, to later stages of life. Women pay more attention to their different bodily changes and health needs at each stage compared to men, making female consumers more likely to spend on health-related products. This significant difference in purchasing interest is also attributed to Chinese women’s strong desire for beauty. Compared to Western counterparts, they are more eager to maintain a youthful and healthy appearance, especially among the 40-60 age group.

Rising popularity of functional foods and supplements

Many Chinese people believe that choosing functional foods and taking appropriate nutritional supplements, combined with healthy eating habits, is an excellent solution to maintain health and prevent chronic diseases. In fact, the desire of these consumer groups for a healthy, balanced diet has driven the value of China’s functional food market to 298.9 billion RMB.

According to Statista’s 2022 data, the significant demand for functional foods in China is attributed to the growing health consciousness locally and the increasing disposable income of the middle class.

Traditional health foods such as Chinese wolfberries and honey are the two most popular functional health foods in China’s wellness market. However, Western-influenced foods such as cereals and probiotics have also sparked great interest among Chinese consumers due to their health benefits.

Strong desire to purchase organic foods

As mentioned earlier, health foods have always held an important position in traditional Chinese wellness thinking. Therefore, it is not difficult to understand the strong market performance when we see data indicating that organic food sales reached 539.76 billion RMB in the past year.

China’s demand for organic foods and beverages is extensive, including grains, legumes, fruits, tea, livestock, processed products, and seafood. A report from Rakuten Insight shows that 40% of Chinese respondents are willing to purchase organic foods that are 25% more expensive than conventionally grown products. Additionally, around 27% are even willing to consider products that are 75% more expensive. Many organic products are imported from overseas, and the active consumption behavior of the Chinese market towards organic foods presents ample business opportunities for international companies offering similar product ranges.

The growing interest in health and wellness tourism

One of the emerging trends among Chinese tourists is health tourism. With travel restrictions lifting in most global destinations, Chinese tourists are now more interested in international travel for the purpose of maintaining both physical and mental health.

The purpose of these trips for Chinese tourists is often to access advanced medical treatments and technologies that are not available or less common in China. Some Chinese consumers perceive higher-quality medical services in certain foreign countries. Access to foreign medical services is also often seen as a status symbol. Many Chinese tourists seek relaxation, detoxification, and stress relief experiences, opting for various spa and wellness resorts while indulging in their favorite fashion and product brands. After experiencing these services, the 20-40 age group is most likely to share their health and wellness tourism experiences on Chinese social media, openly discussing the special treatments that have contributed to their beauty and health.

Research also shows that Chinese guests aged 40 and above prefer short-term experiences offered by hotels during health tourism, including spa treatments and healthy dining, aiming to keep the entire journey within 4-7 days rather than the 7-14 days spent by some Generation Z tourists, who prefer more outdoor activities and sports during their travels.