The document provides an overview of health trends in China, particularly focusing on dairy product consumption, senior health, and infant health. It highlights the rising demand for protein-enriched products, with significant increases in yogurt and protein drink consumption among Chinese consumers. Additionally, it addresses concerns related to aging populations and infant nutritional needs, emphasizing health claims like DHA and gut health.

1. Health focuses in China
Jan 2017

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• Overall wellness
• Senior health
• Infant health
Health focuses in China

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Overall wellness

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• Digestive/gut health is the leading health claim for dairy launches tracked across both China and Asia during 2014 and 2015.
• The total share of the top 5 health claims increased in China, whereas it remained stable in Asia over the last 2 years.
Top health claims for dairy category in China vs. Asia

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• The US market is one of the main markets: one in four dairy launches now carries a protein claim. Australia and UK follow a
similar trend path. The Chinese market has experienced a surge in protein NPD in 2016.
Protein trend is taking off in major markets, including China
0%
5%
10%
15%
20%
25%
30%
2013 2014 2015 2016H1
Share(%)ofproductlaunches
Share (%) of dairy launches which carries a protein claim
United States Australia Brazil China Germany United Kingdom

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24% of consumers in China increased their intake of protein drinks
48.7%
12.0%
13.7%
9.0%
7.7%
Because it is healthy
I buy it for my children
There is more variety and novelty available
Due to a change in my budget
My taste preference has changed
Why have you increased your consumption of protein drinks?
China, 2015

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Protein enriched Greek yogurt is now entering Asian markets
JAPAN SOUTH KOREA CHINA
Chichiyasu No Fat Greek Yogurt
(Japan, Oct 2016)
Claims/Features: No fat. Double
protein. Protein: 7.3g/100g.
Danone Frozen Greek Style Yogurt: Vanilla
(South Korea, Aug 2016)
Description: 6 x 90g plastic pots of vanilla
flavored greek style yogurt. Good for freezing
for seven hours to make a frozen greek
yogurt ice cream. Protein: 5%.
Yili An Muxi Greek Yogurt Drink
(China, Jun 2016)
With yogurt bacteria studied in
agricultural university of Athens, Greece.
35% more protein than the national
standard yogurt drink. Thick and
super tasty!

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• Yogurt and or yogurt drink is for many a household staple and considered a healthy addition to the diet.
• 53.6% of Chinese consumers has increased yogurt consumption. Their motivation to consume more is health driven and
facilitated by more choice on the shelf.
More choice in healthy yogurts triggers consumption
55%
16%
15%
14%
Because it is healthy
There is more variety and
novelty available
My taste preference has
changed
Due to a change in my
budget
% respondents
Why have you increased your
consumption of yogurt?
(China, 2016)
Mei Yi Tian Pure Day Meiyitian Live Bacteria
Yogurt Drink: Cranberry And Chia Seed Flavor
(China, Jun 2016)
Description: Live bacteria yogurt drink with cranberry and
chia seed flavor, in a 260ml plastic bottle.
Claims: Contains live bacteria: streptococcus
thermophilus, lactobacillus bulgaricus, bifidobocterium
infantis, lactobacillus plantarum and lactobacillus
rhamnosus. Contains high quality milk protein.

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• Yogurt products with a natural and clean (or clear) label positioning will draw most attention from the Chinese consumers.
Strong demand for natural, clean label products
24%
20%
20%
19%
18%
Natural
Made with real ingredients
No artificial flavors or colors
Low/no/reduced fat
Organic
Choose the factors that most influence your purchasing decision when purchasing yogurt
(up to three factors) (China, 2016)

10. Senior health

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Healthy ageing
ELDERLY ARE MORE CONCERNED ABOUT HEALTH
• By 2050, 1 out of 4 Chinese citizens is expected to be
aged 65 or over.
CHINA’S AGEING POPULATION
7.3%
17.2%
4.7%
4.4%
11.0%
6.9%
34.9%
36.5%
15.8%
12.7%
35.5%
23.9%
0% 10% 20% 30% 40%
South Korea
Japan
Indonesia
India
Hong Kong
China
% of country population aged 65+
2050
2000

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• Mobility related health issues like osteoporosis, bone
health and joint health problems are among the most
important concerns for Chinese consumers.
Preparing for the dietary needs of an ageing population
KEY HEALTH CONCERNS FOR CHINESE CONSUMERS
• Chinese manufacturers respond to health concerns by
launching more products with health claims relevant for
the aging population.
RISING NPD FOCUSING ON AGEING POPULAITON
57.0%
62.0%
64.0%
66.0%
68.0%
70.0%
30.0%
21.0%
26.0%
20.0%
27.0%
23.0%
0% 20% 40% 60% 80%
Joint health problems
Hypertension/High
blood pressure
Bone health/strength
Osteoporosis
Cardiovascular/heart
disease
Gastrointestinal /
Digestive problems
% of consumers reporting to be very/extremely
concerned about:
UK China
0
200
400
600
800
1000
1200
1400
2012 2013 2014 2015
New product launches tracked with the following
health claims
(China, 2012 – 2015, indexed 2012=100)
Bone Health
Brain Health
Digestive/Gut Health
Eye Health
Heart Health

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• Calcium / Vitamin D & protein
Healthy ageing drives NPD growth around mobility
BONE HEALTH
• Protein
MUSCLE MAINTENANCE
• Collagen & glucosamine
JOINT HEALTH

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Infant health

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• DHA and brain health are significantly more important in China and the US compared to the globe as a whole.
• DHA and brain health are more important in the US compared to China, and digestive/gut health, immune health and
vitamin/mineral fortified vice versa.
Key health claims of infant milk formula in China and in the US
70%
68%
63%
46%
38%
77%
88%
56%
42%
32%
49%
58% 58%
37% 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DHA Brain Health Digestive/Gut Health Immune Health Vitamin/Mineral
Fortified
%newproductlaunches
Top 5 health claims of IMF launches tracked
(2014-2016YTD)
China US Total global

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DHA combined
DHA + ARA DHA + CHOLINE DHA + ARA + CHOLINE+ TAURINE
Hero Baby Stage 2 Premium
Nutrasense Follow-On Milk Formula For
Babies (China, Nov 2015)
Claims/Features: With five kinds of nucleotides,
GOS as soluble dietary fiber, DHA/ARA (long-
chain polyunsaturated fatty acids), vitamin D,
and calcium. Nutrasense formula: The unique
nutrition combination.
Friso Prestige 2 Follow On Formula For
Babies From 6 To 12 Months (China,
Dec 2015)
Claims/Features: Contains nucleotides and
choline. DHA helps normal development of
infant's vision.
Nouriz Collection Stage 1 Platinum
Goat Milk Based Powdered Formula
For Babies From 0 To 6 Months (China,
Dec 2015)
Claims/Features: With DHA, ARA, taurine,
dietary fiber (GOS and polyfructosan),
nucleotides, choline and inositol.

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• Whey protein is included in 70% of total IMF launches tracked in China, while it was only added to 35% in SEA region.
Whey protein is dominating the Chinese IMF market
53.5%
67.1%
74.2%
69.7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2012 2013 2014 2015
Percentageoftotalinfantformulalaunchestracked
China: infant formula launches tracked with whey protein (2011- 2015)

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• Prebiotic fibers are added to 70% of IMF launches in SEA and 87% in China.
Prebiotic fibers key in SEA and China
Laboratoire Gallia Pronutra+
Croissance Stage 3 Aliment
Lacte En Poudre Pour Enfants En
Bas Age A Partir De 12 Mois: Milk
Formula Powder For Infants
From 12 Months (Vietnam, Dec
2015)
Claims/Features: Pronutra+ with the
unique blend of ingredients. Prebiotics
contributes to the development of
intestinal flora. ...
Lactona Gold 1 Plus Formula
Lanjutan Untuk Anak Usia 1
To 3 Th Rasa Vanilla:
Advanced Milk Formula With
Vanilla Flavor For Children
From 1 To 3 Years (Indonesia,
Nov 2015)
Claims/Features: Contain prebiotics
(inulin), it helps maintain
gastrointestinal function.
Herds Bei Rui Zi Goat Milk
Powder For Infant Formula
From 0-6 Months (China, Nov
2015)
Claims/Features: Contains lutein,
nucleotides, multivitamin, lactoferrin,
choline, phospholipid, linoleic acid and
algae oil. HACCP certified. GMP
certified. Contains prebiotics (GOS
and FOS).

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