{"id":10501,"date":"2022-07-04T07:30:15","date_gmt":"2022-07-04T07:30:15","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=10501"},"modified":"2025-04-23T09:39:47","modified_gmt":"2025-04-23T09:39:47","slug":"how-to-tap-into-chinas-growing-wellness-culture","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-tap-into-chinas-growing-wellness-culture\/","title":{"rendered":"How to tap into China\u2019s growing wellness culture"},"content":{"rendered":"

From sleep supplements to skincare, Chinese consumers are putting wellness and self-care back on the agenda. For Holland & Barrett and others, it’s about tapping into social and cultural phenomena as well as educating consumers on the benefits…<\/h2>\n

As the repercussions of the Covid-19 pandemic continue to impact people in China, young, urban consumers are increasingly acknowledging the importance of self-care \u2013 and buying products to help them on their wellness journey. People are looking for solutions to previously ignored issues such as anxiety, insomnia and work-related stress, and putting more effort into looking after themselves.<\/p>\n

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\u201cThere has been an attitude shift in China post-Covid,\u201d Joanna Zhou, China Manager for Holland & Barrett, tells FOCUS. \u201cEspecially after the recent strict Covid lockdowns<\/a>, people are reprioritising health.\u201d And it is not just fear of the virus that is driving this shift. It comes at a time when many people in China \u2013 particularly Gen Z \u2013 are questioning the value of the country\u2019s all-or-nothing 996 work culture<\/a>, which leaves little time for exercise or nutritionally balanced meals.<\/p>\n

Despite this revaluation, people continue to lead hectic work lives, and as a result, interest in products to improve sleep quality or combat the effects of repeated late nights such as melatonin is growing. Holland & Barrett has observed that \u2018sleep\u2019 as a sub-category is one of the top three categories that Tmall is promoting.<\/p>\n

With time at a premium, Zhou says that many consumers are looking for convenient, on-the-go wellness solutions, i.e., products that they can consume \u201cin the gym, in the office, on the go and at night.\u201d This includes protein drinks and nutrient dense snacks, as well as vitamin supplements in the form of gummies or jellies.<\/p>\n