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Market Research Report

China 2019 Supplement/OTC/Rx Report

Published by Natural Marketing Institute Product code 912237
Published Content info 90 Pages
Delivery time: 1-2 business days
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China 2019 Supplement/OTC/Rx Report
Published: September 17, 2019 Content info: 90 Pages

90+ pages of NMI research, study supported, providing current consumer insights with data and analysis, including charts, graphs, and illustrations!

Introduction Overview

Since 2005, NMI's Global Dietary Supplements/OTC/Rx Consumer Studies are devoted to understanding consumer attitudes and behaviors and their impact on market dynamics!

Natural Marketing Institute (NMI) is pleased to present its China 2019 Supplements/OTC/Rx Report. This comprehensive report analyzes the dietary supplement market from the consumer perspective with 90+ pages of consumer attitudes, behaviors and product usage patterns surrounding dietary supplements, over-the-counter medication and pharmaceuticals.

This research uncovers how consumers integrate this mix of self-care methods into their current lifestyle and reveals the motivations and the challenges they encounter in their pursuit of health. Many factors are driving multiple categories across China. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive sustainable, organic, and plant-based options. The need for education and an understanding of the drivers that affect consumer behavior patterns has never been stronger.

The overall objectives of the report are to develop unique and specific consumer insight to maximize client learnings and opportunities in terms of attracting new consumers, increasing compliance and developing compelling messaging and communications strategies.

Some of the topics covered in the report:

  • Top “White Space” Opportunity areas
  • The size and demographic composition of Consumer groups
  • Highly engaged consumer segments in supplement use
  • Health and Wellness composition of various supplement user groups
  • ‘Likely User' groups to buy supplements - Condition management
  • Understanding NMI's Health & Wellness consumer segmentation
  • Demographic Profile of the Health & Wellness Segments
  • and much more!

Background and Methodology

  • Country: China
  • Background: In Quarter 1 of 2019, NMI conducted an online quantitative survey to understand China attitudes and usage patterns with regard to dietary supplements in order to assist companies with their health and wellness initiatives on a global basis.
  • Methodology: Online
  • Sample size: 1,000 +/- general population respondents
  • Data collection: March 2019 - April 2019
  • Report Published: July 2019

Definitions of Consumer Groups within the Report

  • GP - General Population Adults 18+
  • Millennials - born 1977-1997 (Ages 21-41)
  • Young Millennials - born 1991-1997 (Ages 21-27)
  • Older Millennials - born 1977-1990 (Ages 28-41)
  • Gen X - born 1965-1976 (Ages 42-53)
  • Boomers - born 1946-1964 (Ages 54-72)
  • Matures - born 1900-1945 (Ages 73+)

Understanding NMI's consumer segmentation within the China general population allows marketers to optimize their target products and messages

NMI's Consumer Segmentation

NMI's Global Health and Wellness consumer segmentation reveals five well-defined segments with distinctive paths toward health and wellness

This proprietary global health and wellness segmentation, based on more than 40 variables, measures commonalities and differences between five distinct consumer groups using k-means cluster analysis. The comprehensive statistical modeling process used to derive NMI's Health and Wellness consumer segmentation is based on the following techniques and methodologies:

  • Exploratory and confirmatory factor analysis of nearly 200 measures of consumer attitudes and behaviors regarding health and wellness, organic products, supplements, exercise, and many other topics. The analysis identified more than 25 potential factors.
  • The identification of 31 measures from the factor analysis that best represented each of the potential factors and maintained consistency with the previous years' segmentation solution.
  • K-means cluster analysis which examined numerous potential solutions to determine which segmentation model provided the optimal solution, based on the following criteria:
    • Maximum differentiation between consumer groups
    • Maximum homogeneity within each consumer group
  • NMI's Health and Wellness Segmentation tool has 92% accuracy in predicting segment membership.

The analysis determined that a five-cluster solution was optimal. The five segments listed below are mutually exclusive. Within each segment, the key attitudinal drivers of health and wellness exert unique levels of influence.

Table of Contents

Table of Contents

Introduction Summary

Table of Contents

Background & Methodology

Definitions of Groups

Executive Summary

NMI's Consumer Segmentation

Health Maintenance

  • Consumer's use of supplements in the past 30 days
  • Consumer confidence in supplementation to maintain their health
  • Consumers' perception about the foods they eat
  • Consumers are managing an array of conditions
  • Top health conditions Supplement Users are currently managing
  • Use of condition specific supplements
  • Consumer likelihood to use supplements to manage and prevent a whole host of conditions.
  • (Top and Second Tiers)
  • Preventative positioning and messaging
  • Messaging - boosting consumer confidence
  • Lower confidence in some specific supplements

Specific Supplement Use

  • % of consumers currently using supplements
  • % of consumers exhibiting lapsed usage
  • Looking at more specific supplement use; past 30 days average number of types used
  • Supplement growth over the past 5 years
  • Supplement User profile- from Light to Heavy each day
  • Reasons for lowered usage
  • Primary supplements used by consumers; Tier 1 and Tier 2
  • Emerging supplements
  • Past 3 year growth of top supplements
  • Variations in generational use
  • % of Supplement Users using probiotics
  • Plant-based protein dynamics

Supplement Dynamics

  • Attributes important in purchase decision
  • Bioavailability, absorption, “size of the dose”
  • Importance of Messaging in the second tier of important attributes
  • Prescription medications perceptions and credibility vs. Supplements
  • Influences on purchase supplements
  • Social media website influences on supplement purchase decisions
  • Confidence in Practicioners
  • Personalized supplements
  • Assurance of ingredient content and health benefit claims
  • Country of origin impact on purchase
  • Levels of confusion regarding supplements
  • Consumer willingness to pay premium pricing

Supplement Formats & Content

  • Innovative formats solutions
  • Preferred supplement formats
  • Growth in alternative delivery formats
  • Preference for plant-based supplements
  • Demand for sustainable and e-friendly ingredients
  • Segments showing strong orientation toward natural and organic
  • Certifications and level of importance

Barriers to Supplement Use & Lapsed Usage

  • Primary reasons for lapsed usage
  • Opportunities to boost perceptions of effectiveness and increase compliance
  • The main barrier to supplement use among non-users
  • Demographic Profile of Supplement Users and Lapsed Users

Supplement Purchasing Behavior

  • Where do most consumers shop for supplements?
  • Internet shopping
  • Channel shopping growth now and future
  • Top retailers
  • Top brands dominating the Market
  • Average Monthly spend on supplements among Supplement Users
  • Understanding of a quality and price sensitivity

OTC & Rx

  • Physicians and prescription medications
  • Conditions for which Supplement Users are taking prescription medications
  • Generational variations in the conditions for which they have used a prescription medication
  • Consumer dilemma regarding prescription medications
  • Concern with prescription medication interaction with supplements
  • Supplement User spending on prescription medications vs. supplements
  • Nutrient depletion due to prescription use
  • Supplement Users spending on over-the-counter medications
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