Changing consumer tastes due to COVID-19 shift demand from luxury to athleisure in early 2020.
COVID-19 and recent recessions have shifted younger Chinese consumers' focus from high end luxury to pursuing physical and mental health. This recent paradigm shift has led young, wealthy consumers to personalized workouts, edible skincare routines, meditation apps, and more.
Coca-Cola and numerous Chinese food industry leaders are selling edible and drinkable products that promise to enhance user's skincare routines. Most products emphasize a "food for the skin" marketing message. Consumer demand is high, as 72% of city dwellers in China reported using diet as a means to improve their skin.
While mental health is usually a topic avoided in public forums, the difficulties people experienced during the COVID-19 quarantines opened the topic up for discussion. "Treating yourself" is now more commonplace, and consumers are flocking to meditation apps, and relaxation products such as jade rollers, scented candles, and oil diffusers.
In April, a survey conducted by Yi Magazine found that 67% of Chinese urbanites planned to exercise more in the future. Chinese consumers are looking for science backed diets and exercise routines. While these consumers lack some knowledge in these areas, the demand to learn more is high.
Original Article on Jing Daily: https://jingdaily.com/wellness-is-the-new-luxury-after-covid-19-for-china/