The following is a preview of our latest report “Mind, body, spirit: How China is redefining health & wellness” Get your copy today via our Reports section. China's Gen Z is transforming the health and wellness landscape with a unique blend of innovative approaches, traditional practices, and a strong focus on personal and community well-being. This dynamic shift reflects their inclination towards self-love, value-for-money consumption, integrating “lazy health” practices, utilizing digital health tools, and reviving Traditional Chinese Medicine (TCM) amid a fast-paced digital lifestyle. The 'lazy health' trend A significant trend among young Chinese consumers is "lazy health" (懒系健康), which emphasizes low-effort methods to maintain well-being. Practices such as foot soaking, early bedtimes, and the consumption of health supplements like vitamins and herbal teas have gained popularity. These methods offer convenience and accessibility, aligning with the busy schedules and workplace pressures of urban life. The rise of stress-relieving activities like temple visits and micro-short drama viewing also highlights a shift towards quick and easy escapes from daily stresses. Such activities provide brief moments of relaxation and mental reprieve, essential for a generation grappling with loneliness and social isolation. Community and connection As feelings of isolation grow in urban settings, there is a burgeoning desire among Gen Z to seek connections within their communities. Local wet markets have emerged as social hubs in 2023, perceived as places of healing, nostalgia, and sensory reawakening. The popularity of these markets is evident on social media platforms like Xiaohongshu and Douban, where guides and groups dedicated to wet markets have garnered millions of views and thousands of members. Herbal supplements and slow-paced workouts Given the mounting work pressures in China, "sudden death prevention packages" (防猝死套餐) have become popular. These packages include supplements like coenzyme Q10, fish oil, lutein, and multivitamins, believed to alleviate fatigue and enhance cardiovascular health. Additionally, young Chinese are combining Chinese herbal ingredients like mulberry, sour plum, and ginger with their milk tea, integrating TCM principles into their daily lives. Traditional exercises like Baduanjin (八段锦), a form of qigong emphasizing symmetrical movements, have also gained traction. This practice, known for its slow pace and ease of learning, has been popularized by fitness influencers like Pamela Reif on platforms like Bilibili. Creative convenience Gen Z consumers in China are exploring innovative and convenient ways to incorporate health into their daily routines. From gummies infused with essential vitamins to greens-packed ice cream, these novel products cater to the demand for enjoyable and healthy choices. The "punk health" trend, or pengke yangsheng (朋克养生), blends healthy living with occasional indulgences, balancing out pandemic-induced unhealthy habits with a focus on sleep, skincare, and moderate alcohol consumption. Preventative wellness products are on the rise, emphasizing regular exercise, quitting smoking, and boosting immunity. This proactive approach to health reflects a broader awareness and commitment to maintaining well-being. Eco-conscious shopping China's Gen Z is also leading the way in eco-conscious consumption, reflecting a commitment to environmental sustainability and overall wellness. A study by Liang, Li, and Lei in 2022 highlighted how altruistic and environmental values shape eco-friendly consumption behaviors among young Chinese consumers. The trend towards "green" apparel made from sustainable materials aligns with a holistic approach to wellness that encompasses environmental, physical, and mental well-being. Ultimately, China's Gen Z is increasingly drawn to convenient health solutions, such as supplements and health-infused foods, driven by feelings of loneliness and a "friendship recession." This shift is also reflected in their changing consumption habits, favoring value-for-money and practicality. Additionally, they exhibit a growing interest in community engagement and stress-relieving activities like visiting temples and watching micro-short dramas. For businesses and marketers targeting China's Gen Z, understanding the nuances of their health and wellness preferences is crucial. Emphasizing value, practicality, and convenience in products and services will be key. Moreover, fostering a sense of community and connection through marketing strategies and product offerings will resonate with this demographic, given their reported feelings of loneliness and desire for social engagement. Download our full report to learn what health and wellness in China means in 2024.
