Nielsen gives you insight into the health products market

No matter what the occasion, "health" has increasingly become a topic of concern and discussion. Do you know the difference between the sexes in purchasing health products? What are the most important factors for men and women when purchasing health care products?Nielsen's latest Taiwan Health Products Demand Report explores the behavior of different groups of people buying health products for health products in the Taiwan market, and through further analysis of the mainland health products market, we can see that the market demand for health products is continuing to grow.According to the
LifeIndex
survey,
about
3.2 million people aged
1
2-65
usually buy health products, equivalent to
17%
of Taiwanese who normally consume such products. According to gender, about
13% of male consumers
usually buy, the number of buyers reached
12.
million, compared with the number of women buying health products, about
2 million
consumers, accounting for
22% of the total female
. From the category point of view, in addition to the "four things to drink" and "beauty liquid" to female consumers, the vast majority of the categories are showing the phenomenon of female consumption scale is greater than men, female guest groups are obviously the main consumers of health and wellness products, for manufacturers need to pay attention to and consolidate the basic customer group.If consumers according to different genders to analyze their consumption categories, will find that the two types of consumer groups of shopping categories ranked different, male consumers to buy "chicken essence" purchase penetration rate is prominent, one in three male consumers will usually buy, followed by "fish oil" and "yerotin";Further analysis of health products purchase considerations, it can be observed that Taiwan's overall consumers due to the product's "taste/ function / use" and affect the purchase decision of the highest proportion, up to
55%
, while "raw materials / ingredients / materials" and "price" are relatively important purchase factors, each more than 40% of consumers will be affected by these two factors, "brand" and "manufacturing country / origin" is the fourth largest and fifth largest purchase factors of Taiwan consumers.With the rapid growth of the online shopping market, the power of the online shopping army can not be ignored, by searching for product information from them, speculate on the product information they care about, so as to analyze how to attract the attention of online shopping consumers, so as to achieve the results of increasing online sales.In Taiwan's online shopping market, for consumers who buy health nutrition products online within three months, most consumers will search the Internet for the "price" of such products, followed by "product specifications/functions", and then "preferential schemes", in other words, online buyers are more concerned about the price, function and preferential treatment of health nutrition products, so manufacturers can pay attention to their products on the Internet whether the three information has the integrity of information content and market competitiveness, in order to profit from online product sales. Therefore, for different consumers, each brand needs to grasp the target consumer care about the product information, design the right strategy to seize the hearts of consumers.
Compared with the continuous prosperity and development of Taiwan's health products market, the mainland market has a larger consumer group. With the increasing consumption capacity and consumption demand level, health-related products have been growing rapidly in recent years, and the sales growth rate is much higher than the average category. According to Nielsen monitoring data, the growth rate of medicinal health function (Chinese) products is
4
times higher than the category average., nielsen's consumer confidence study also found that mainland consumers' interest in "health" and "health care" is on the rise year by year. Among them, in the whole of
2015
, especially in the fourth quarter of the mainland
70
women, who showed strong willingness to spend, their long-term spending will be mainly increased in entertainment, health and personal quality of life three major areas. Health-related expenses such as cosmetic beauty, sports fitness growth rate of up to
6%
and
5%
.Judging from the performance of Taiwan's health products market, the proportion of categories purchased by male and female consumer groups is different from the ranking, which means that the demand for health care varies between the two groups of consumers. Brand manufacturers need to provide different efficacy products according to different segments of the population to meet the needs of consumers, at the same time, brand manufacturers need to master the target audience's purchase decision logic and information reception channels, to promote consumers to complete touch, resonance and response.