电通创意_2024中国大健康消费新形态报告（英）

THE TIME FOR GENERAL HEALTHIMAGE GENERATED BY MIDJOURNEYUnder the guidance of the Healthy China 2030 policy, national health awareness and levels have been continuously enhanced. Simultaneously, the rapidly changing environment has made living with uncertainty seem like a norm for future life. In these times, the health market is evolving rapidly. The definition of health has expanded beyond mere absence of physical illness to encompass nutrition, personal care, and even “greater” aspects related to mental and spiritual well-being; consumers have evolved into multi-dimensional and complex entities in terms of their health needs. The point-to-point treatment approach clearly exhibits certain limitations in thinking, leading the big Health market into a new era of “General Health”, enable us to rediscover multifaced wellness in everything, anytime.2In 2024, Dentsu launched the "Big Health Survey", a project that has been meticulously cultivated for 17 years, as in previous years. The objective is to gain insights and explore the performance, changes, and new opportunities of health-conscious behavior in the new era of "general health". This report will be based on industry observations and data insights to address the multi-dimensional and complex needs of China's large health consumer base. It will also propose Dentsu's general health prescription and marketing suggestions to assist our clients in achieving breakthroughs in effective communication and business growth. Moving forward, Dentsu is committed to serving as a general health consultant by comprehensively evaluating, diagnosing, and resolving enterprises' multi-dimensional growth challenges while providing a general health prescription that caters to various dimensions of well-being with a more nature-centric approach and global perspective.IMAGE GENERATED BY MIDJOURNEY334BEYOND HEALTH+FOCUS ON WELLNESS DATA POOL & METHODOLOGY Through the "POWER TO WELLNESS" general health model, Dentsu Wellness offers in-depth insights into comprehensive health, enabling clients and teams to gain a better understanding of target demographics and develop unique strategies and communication methodologies, ultimately driving business growth within the health sector through a holistic approachIMAGE GENERATED BY MIDJOURNEYHEALTHPERSONAL CAREBEAUTYMENTAL HEALTHAND MORE…FOOD & BEVERAGE45Survey time10-24/11/2023Survey scopeA total of 5150 valid questionnaires were collected from correspondents aged 20- 49 in first-tier cities and new first-tier cities in China.OccupationOver 80% are company employees and professionalsEmployeesManagersProfessionalsOthersAgeNearly 80% wereabove 3020-2930-3940-49MarriageOver 70% are married with kidsUnmarriedMarried without childMarried with childOthersAreaMainly distributed in first-tier and new emerging citiesSouth&centerEastSouthwest& NorthwesSHBJOthers8,000 - 9,99910,000 - 14,99915,000 - 19,99920,000 - 24,99925,000 - 29,999Above 30,000IncomeThe average was above 10,000, over