No longer following the trend, more precise segmentation, professional and comprehensive
From the function of health products, young people are not satisfied with the basic universal health care, but pay attention to the subdivision function of dietary health products. Among them, sports nutrition, oral beauty and gastrointestinal nutrition have the largest consumption scale, which are the functional types that young people generally choose.
At the same time, the consumption of immune regulation, sleep improvement, bone nutrition and health and other functional products has a high growth rate. For example, jianmeishengs vitamin C chewable tablets, melatonin soft candy, vitamin D3 and other products accurately hit the young peoples weak immunity, insomnia and other pain points, with great consumption potential.
In addition to the targeted health care approach which pursues precise and subdivided functions, young people are also very concerned about the rich and diverse functions of health products.
Consumption scene is more daily, sports, business trip, stay up late do not forget supplies
The purchase of health care products by young people is not limited to the period of great promotion, especially in the past two years. The proportion of dietary health care consumption of young people during the non promotion period has increased significantly, and the consumption frequency of non promotion period has also increased significantly. This also shows that the consumption of health products is more daily, and it has become the normal life of young people to buy health care products at any time.
From the perspective of specific consumption scenarios, sports and fitness, work and business trips, staying up late and staying up late have become common scenes for young people to use health products.
According to the data of the report, the number and scale of consumption of health care products for young people of tmall have increased year by year in the past three years, and the consumption scale will exceed 1.5 billion in 2020. Sports nutrition and health care products mainly cover three aspects: shaping and muscle building, bone health and energy supplement, and the category consumption of each subdivision function has also increased significantly.
Young people are often the main force of staying up late, and the proportion of people who fall asleep after 0:00 is as high as 48%. But at the same time, they are also aware of the harm of staying up late. More and more young people are looking for remedies after staying up late. The consumption penetration rate of young people in health care products related to staying up late is increasing year by year. Moreover, compared with health products with other functions, more young people will focus on staying up late at about 12 oclock in the morning. The scene of staying up late at night directly triggers their health care needs.
Breaking the stereotype, the consumption of health care products can also be avant-garde and interesting
In the consumption of health care products for young people, there are new trends such as health food snacks, mens Oral Beauty and generation Z anti aging, which break our inherent cognition.
In terms of form, soft candy, jelly and other forms of snacks in young peoples consumption of health care products has increased significantly, and the proportion of young consumers of snack health products has also increased year by year. Compared with other generations, the younger generation is more willing to taste fresh food and has a higher preference for snacks. In terms of gender, women have a higher preference for snack shape health products; at the city level, young people in second tier cities are more willing to pay for health snacks; in terms of categories, melatonin soft candy, collagen soft candy and compound vitamin soft candy are the most popular.
The pursuit of delicacy is not the patent of women. Nearly 90% of men think that skin care should be taken as their daily care. Nowadays, more and more young men join the team of eating delicacy. The consumption scale of online oral beauty products is increasing year by year. The most preferred beauty products for young men are propolis with firming and whitening effect, and aloe vera, which improves skin texture.
The health preserving secret of the tonic generation is to pursue more diversified and accurate functions, integrate into more daily consumption scenes, and break the restrictions of stereotype, and have a more advanced and interesting consumption concept. With the deepening of peoples attention to health problems, peoples consumption of health care products will have more new changes. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
The health preserving secret of the tonic generation is to pursue more diversified and accurate functions, integrate into more daily consumption scenes, and break the restrictions of stereotype, and have a more advanced and interesting consumption concept. With the deepening of peoples attention to health problems, peoples consumption of health care products will have more new changes.