Wen | new consumer planet
Contemporary young people seem to have their own set of methods for health care.
Eat hot pot on fire, and rinse in herbal tea;
You can't drink alcohol at dinner, and you can brew some goji berries with some chrysanthemums as a flower tea;
Staying up late will have dark circles, so I stay up late while applying a mask...
Young people in the new era have vividly displayed the concept of "punk health", and this way of life that cancels each other out between positive and negative is also accepted and practiced by the young generation Z who "love to play and spare their lives", and they do not care so much about whether this method is effective.
<h2>"Overweight" health anxiety, half-hanging health awareness</h2>
The level of health concern among Gen Z youth is clear.
Whether it is "staying up late for consultation" or "food supplement trend", behind all kinds of fancy "health", more anxiety about health is reflected, and even this anxiety is becoming a symptom of the times that affects the whole society.
According to the "2021 National Health Insight Report" released by the Lilac Doctor Data Institute, when asked what are the most important things in life, 93% of people believe that "physical health" ranks first, followed by family happiness and mental health. Ali Health's "Night Consultation Report" shows that 65% of the users who consulted from 21:00 to 7:00 the next day were post-90s; in the consultation of hair loss, depression and other symptoms, post-90s accounted for nearly 80%.
Source: Dr. Ding Xiang's 2021 National Health Insight Report
Young people become the most anxious people for health, and this anxiety is not without reason.
The popularity of mobile Internet entertainment and the rise of the "stay up late economy". At the same time, with the acceleration of the pace of life, the proliferation of overtime culture such as "996" and "007" has made sedentary, excessive use of eyes, cervical and lumbar spine and other issues have become the "standard" of office workers.
According to a "Young People's Health Consumption Trend Report" released by CBNData, more than 90% of the post-90s have health awareness, and more than half of the post-90s have walked on the road of health. Under the pressure of irregular pace of life and work, the post-90s generation has long realized the importance of health.
But for now, young people's view of health is not perfect.
According to the "Young People's Health Consumption Report 2020" released by the First Financial Business Data Center, more than 90% of young people have health awareness, and summarized the trends of "food supplement trend in progress", "sports self-discipline new 'food' is still good", "makeup and food are from the same source to eat out of appearance", that is, the three major health laws of young people at present.
But on the other hand, Ali DingTalk's first "White Paper on Workplace Sports" shows that 84% of professionals do not adhere to the habit of exercising, and 44% of professionals exercise less than 5,000 steps a day. 40% of workplace users are completely inactive, and 21% of users only exercise once a week.
Source: Workplace Movement White Paper
Less exercise but want a healthy body, which also makes more and more young people like to brew goji berries in teacups, cola with ginseng, and the most expensive mask to stay up the deepest night.
"Punk wellness" has become a popular way of wellness among young people, what opportunities does this lifestyle bring in the wellness market?
<h2>Capital "punk" carnival, "health" products into the market to find gold</h2>
Under the impetus of the punk health economy, many manufacturers have smelled the business opportunities under the wave of health care. Capital runs into the market, in the face of the 100 billion-level market supported by the health needs of young people, the intention of capital has been very obvious.
This is first reflected in the tea track.
The health tea brand "Hetian Water Shop" has obtained two rounds of financing participated in by the new consumer head institution Meihua Venture Capital within three months, accumulating tens of millions of financing;
The Chinese-style health tea "Chunfeng" completed tens of millions of yuan Pre-A round of financing in March this year, and is currently launching a series A financing;
Tongrentang's Zhima Health is also expanding its territory, planning to deploy 300 stores in Beijing in the next year...
Compared with the unattainable sports regimen, the "simple and easy" diet of health tea seems to be the ultimate pursuit of Z generation young people. A large number of foods and beverages began to play "light trucks" and "zero fat" and other selling points to meet the Z generation to enjoy food without worrying about overweight.
For example, Lele Tea has launched natural health milk tea, hyaluronic yogurt tea and a series of health fruit teas; Naixue's tea has launched healthy drinks such as solid drinks such as explosive bacteria probiotic solid drinks and meal replacement shakes; Tsubaki wind uses herbs supplemented with healthy ingredients, tea drinks Chinese medicine and food homologous; Heytea launches "zero card, zero fat" sparkling water products and so on.
These water products just cater to the new needs of young people. They can't put down "milk tea" and "sparkling water", but they have a stubborn pursuit of "drinking health", "health milk tea" and "zero calorie sparkling water" should be born from time to time.
After the water product "quick and first", the Chinese tonic brand has also become a rising star.
According to the "2020 Chinese Health Care Industry Insights" report released by CBNData, the scale of the online traditional tonic consumer market has accelerated in the past 3 years, and young people have become the backbone of online purchases. East Ejiao, bird's nest, ginseng, dendrobium, etc., have become "health" hits. Therefore, the snacking of health herbs has also become another shortcut for manufacturers to "go out of the circle".
According to the understanding of the new consumer planet, East Ejiao has made ejiao into a fashionable snack that meets the needs of young people in this era, and launched its independent brand "Peach Blossom Ji"; Fang Huichuntang's independent packaging black sesame pills have obtained monthly sales of 70,000+.
Affected by "concept marketing", such health products are sought after by many young users, and to a certain extent, such products have also gained the attention of capital. But from a long-term perspective, are such punk health products going to the long term?
<h2>Self-consolation under indulgence, form of health is just a flash in the pan? </h2>
Diligent skin care plus tireless staying up late; beer plus goji berries, cola put party ginseng; while nourishing the stomach while overeating; such health products are really useful?
Take the most common late stay,Ge Xin, chief physician of the sub-health department of the Oriental Hospital of Beijing University of Traditional Chinese Medicine, said: Staying up late often will lead to symptoms such as severe skin oil, acne, and dull skin tone. In addition, it will also cause human endocrine disorders, endocrine disorders are an important cause of obesity and hair loss.
Obviously, these hazards of staying up late, relying on how much exquisite skin care can not be saved. From the surface and inside, the health products born under this wrong concept of health care are not really effective.
Take the now highly respected health milk tea as an example:
According to the Recommendations of the World Health Organization, the daily energy supply ratio of trans fats should be less than 1%, which is equivalent to the daily intake of trans fatty acids of no more than 2.2 grams per day, which is equivalent to the energy base value of 8400 kJ per day for adults.
But a cup of milk tea everywhere on the street, 300ml of trans fatty acids in the content of between 0.5g-2.7g, and then consider our usual dietary intake of trans fatty acids on average 0.75g, if you drink milk tea for a long time, trans fatty acids must be higher than 2.2 grams, so the probability of cardiovascular disease will be greatly increased.
At the same time, the survey shows that the vast majority of milk tea on the market will not use milk, but use the role of vegetable fat powder to replace the role of fresh milk, plant fat powder is commonly known as "creamer", the main components are hydrogenated vegetable oil, glucose syrup, sodium tyrosinate, sodium silicon aluminate. Some hydrogenated vegetable oils contain trans fatty acids that are directly and positively associated with cardiovascular disease.
And even if probiotics are added to milk tea, herbs are added and even hyaluronic acid is named, behind the health attributes of these "characteristic options", its essence is still a high-sugar product, which is not harmful to health, but it is far from the so-called "health" effect.
Similar to the development trajectory of health care products in the past, the rise of health tea drinks is also accompanied by the accusation of "IQ tax". Marketing "god-making" is not uncommon now, "exaggerated" false propaganda overturning is only a matter of time, when consumers' rational understanding of health care continues to increase, enthusiasm fades, the threshold of marketing of these so-called health products will fall accordingly.
<h2>epilogue</h2>
Staying up late to drink water can not drink a healthy body; health milk tea can not bring a good body; ejiao coffee can not do zero side effects, etc., it can be said that punk health is not "self-help". True health requires good work and rest habits, persistent exercise, and a reasonable and healthy diet.
It is undeniable that the health needs of Generation Z young people are expected to bring business opportunities to the market. How to dig out products that can meet the "new needs" of young people in the health product market is the key, relying on exaggerated publicity, playing the psychological card to do "young" marketing brands may be difficult to go long.