On October 12, Tmall Health and Calci and iResearch Consulting released the "White Paper on Residents' Movement and Health" (hereinafter referred to as " White Paper "), investigating and understanding the level of mobility of some Chinese residents, what are the parts that consumers need to improve, and what methods should they use to improve their mobility and health, and explore how to scientifically improve their mobility and based on data.
In addition to calcium categories, these categories are becoming "invisible champions"
With the changes of the times, more and more people are in a fast-paced life, hurrying to work and traveling wildly. What follows is a sub-health state: often back pain, joints are bounced, and you will be out of breath after walking a few stairs, poor balance, and incongruent limbs...
When these problems in daily life become troublesome, many people have joined the health army one after another. The data disclosed in the White Paper also confirms this. From 2013 to 2021, Chinese residents' spending on health care basically maintained a double-digit growth rate.
Among them, health of parts related to mobility has become the focus of the public, and its attention is second only to the health of the stomach, heart, liver and kidney that everyone pays attention to intestinal, heart, liver and kidney.
Movement power refers more to the human body's ability to move, the degree of healthy movement, which is mainly reflected in the five dimensions of balance, endurance, strength, agility and flexibility. Healthy bones and flexible joints form the basis of movement. From marathons, climbing, jumping, to walking, turning over, all of them are inseparable from action.
The White Paper shows that people who are currently paying attention to health in their mobility are more widely. As people get older, the muscle mass of their bodies will decrease at a rate of 0.5% to 1% per year, and muscle strength will decrease, and as bone density becomes lower and lower, the consequences of these changes are: the risk of falling increases and the walking distance becomes shorter. Adults are prone to lower back pain or general discomfort, and in severe cases, bone loose fractures may occur in elderly people.
In addition to middle-aged and elderly people, women at different stages are the main consumer force in the calcium market. Children, men, and college students are also increasing their attention to calcium supplementation.
At the same time, people began to focus on nutritional supplementary intake in response to problems in different parts. On the Tmall health platform, consumers' purchasing behavior is changing: first, in order to pursue better absorption effects, more types of calcium such as calcium citrate , calcium lactate, etc. have gained attention; second, consumers also purchase from traditional calcium, extending to the purchase of bone health, muscle health, and joint health products.
calcium supplement famous brand - Calci , has maintained a keen market insight in recent years, always paying attention to the health of action, and advocated that "action is by you and life is strong" to better solve consumers' needs for joints and other bodies.
Based on the observation of consumption trends, Calci further proposed a new evaluation system: a mobility system, which helps consumers better evaluate and understand their mobility health and provides consumers with a complete systematic maintenance solution. Tmall Health can provide high-quality products to consumers in need.
The two joined hands to call on consumers to pay attention to their motive power. The release of the White Paper also brought the concept of motive power into more people's horizons and made more consumers pay attention to the improvement of motive power.
The performance of consumers' mobility and health and concerns
The White Paper pointed out based on a large number of surveys that more than one-third of the respondents pay attention to mobility health, and among the people over 45 years old, nearly half of the people pay more attention to their mobility health.
But only 29% of the people understand their own bone health through experience and targeted testing. Most people are more accustomed to judging bone health through their physical condition or feelings during movement/exercise.
Many people have a vague understanding of their motivation, but they lack an overall assessment of themselves, do not understand what stage their motivation is at, and they cannot buy products that suit them in a more scientific way.
The White Paper found that some respondents believed that their actions were in good health, but in fact, the gap between self-perception and actual performance was large. More than 50% of people believe that the reason for their poor health in action is their lack of exercise habits, while the other respondents believe that the main reason is their poor routine.
In addition to allowing respondents to conduct an overall assessment of themselves, the white paper also revealed several key data.
First, different age groups have different concerns about movement power. Young people pay attention to endurance and balance, hoping to enhance endurance and balance to make their control more powerful. The elderly care most about their agility and whether they are convenient to move.
Second, in the survey of residents' bones, joints and muscle problems, the older they are, the more they pay attention to their own bones, joints and muscles. More than half of the people think they have overall discomfort. 70% of respondents chose to reduce or solve this problem through "nutrient supplementation", while 55.8% chose to "enhance exercise". A consensus has been basically reached on the maintenance of bone joints.
From 2015 to 2017, the intake of energy and major nutrients of Chinese residents showed that insufficient dietary intake of micronutrients still exists, so it is more important to maintain bone health by supplementing nutrients.
Third, in life, about 88% of people have joint discomfort in their daily lives, joint problems are often accompanied by movement, and there are also many minor symptoms in daily life. In terms of nutrient selection, nearly half of the respondents believe that calcium, sugar ammonia and chondroitin are the first choice nutrients to maintain joint health.
In product selection, whether it is bone or joint maintenance, many consumers will also choose products containing more complex nutrients to jointly improve product efficacy. From September 2021 to August 2022, the annual sales of these mainstream nutrients increased by 18.1%, and the growth of transactions drove a significant increase in overall market sales year-on-year. The results of the
survey show changes in consumer concerns and consumption habits, which is providing new growth points for healthy consumer brands.
Tmall Health and Calci called on the whole people to pay attention and improve their action
In response to the government's call for " Healthy China 2030 Planning Outline ", commercial forces such as brands and platforms have gradually begun to take on the role of health publicity. Since a few years ago, the
Calchi brand has continuously developed new categories to target consumers' pain points and improve consumers' mobility needs. Now it has launched a "mobility assessment system" to allow consumers to systematically understand their mobility levels.
. Platforms like Tmall Health connect many active consumers on one end and brands on the other end. They can not only capture new health and health needs and new trends through consumer insights, and help brands find more cutting-edge market opportunities, but also recruit more compliant and high-quality merchants to settle in, providing consumers with guaranteed products and lowering the threshold for consumers' choice.
Blue Hat Action Health Products are provided as the core product. The product details pages are marked with the efficacy descriptions that pass the relevant certification, allowing consumers to better choose their own Action Health Products and establish the mind of "buying health products to identify the blue hat".
The two jointly released the "White Paper" this time, on the one hand, it is to follow the pace of the "Healthy China 2030 Planning Outline"; on the other hand, it is also to call on consumers to pay attention to their own mobility and health, improve the health of national skeleton joints and muscles, and enhance the health and mobility of the whole people.
"China Nutrition and Health Products Marketing Guidelines in 2022" report shows that the scale of China's nutrition and health care industry in 2020 will reach 260 billion yuan. It is estimated that the overall market will continue to maintain steady growth in the future, and its market size is expected to exceed 300 billion yuan in 2025.
The huge market is also attracting more entrants, and there are more sub-categories waiting to explode.
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