The report of ＂Z generation＂ nutrition consumption trend is released, and the concept of nutrition consumption after 1995 is seen through the report
In response to the "Healthy China 2030" Planning Outline and practicing the "Big Food Concept", the first "518 China Nutrition Festival" sponsored by Xinhuanet, assisted by Tomson Bianjian, and professionally guided by the Science Popularization Committee of China Nutrition Society and National Nutrition Week was officially launched. In recent years, with the appearance of punk-style health preservation, young people are paying more and more attention to health. In order to better understand the nutrition and health status of young people, the first session During the "518 China Nutrition Festival", Xinhuanet, Tomson Bianjian and JD Health jointly released the "Z Generation Nutrition Consumption Trend Report". one carry all before one "Generation Z" is paying more and more attention to nutrition and health. According to the report, in 2021, the domestic market for nutritional products will have a market scale of more than 260 billion yuan, with dietary supplements and vitamins accounting for 70%, and the growth rate of sports nutrition will be the fastest. It is predicted that the market scale will reach 320 billion yuan in 2025. Among them, young people are becoming the main force of health care consumption. On average, the average annual expenditure of permanent residents in each city exceeds that of 1000 yuan for health care, and the proportion of young consumers aged 18 to 35 is as high as 83.7%.
The report shows that the "Z generation" is satisfied with their current nutritional status, but the proportion is not high, but they are willing to invest in health. The most important functions in the nutritious food purchased for oneself are vitamins/minerals, enhancing immunity and improving sleep. The needs of young people are becoming more and more diversified and subdivided, and the consumer market has shown more growth. 2 Catch up with the tide for health and be lazy for health. "Z generation" nutrition consumption is more pleasing to themselves. The report shows that the "Z generation" also tends to be more personalized in the choice of healthy consumption, and presents four major trends: catching up with the tide for health, being lazy for health, involution nutrition and self-satisfaction consumption. Keeping in good health with the tide reflects that "the post-95 s and post-00 s" have different health concepts from the previous generation. They care more about "maintenance and prevention".
Being lazy and healthy is the attitude of contemporary youth. Compared with traditional tonics, portable, simple and ready-to-eat "light nutrition" products are more favored by "Z generation".
The nutrition market is also very involved. As the "Z generation" represented by "self-awakening and minority personality", they are not satisfied with general maintenance, different circles have different personalized needs, and their nutritional needs are becoming more and more diversified and subdivided. Most "Generation Z" buy for themselves, and the top three considerations when buying nutritious food are efficacy, price and taste respectively. This shows that the "Z generation" is becoming more and more strict in purchasing nutritious food, which is not only effective for health, but also cost-effective, delicious and appropriate practical consumption ideas. In addition, the "Z generation" as a whole is more inclined to give priority to nutritional products with higher face value and newer form.
three Lack of professional knowledge "Z generation" nutrition and healthy consumption education is at the right time The younger generation attaches great importance to their own health management. The vast majority of "Generation Z" expressed their desire to have a more nutritious and healthy life, but due to the lack of professional knowledge, there was a situation in which the mind was willing but unable to do so. First of all, it is the health challenge brought by bad work and rest such as staying up late. Secondly, there are many cases of unbalanced nutrition caused by excessive pursuit of low sugar and low carbon water. With the awakening of health awareness, "Generation Z" is paying more and more attention to nutritional status. However, many people fall into the dilemma of controlling nutritional intake too harshly or too delicately for their bodies or being guided by false information. Among them, more than 30% of "Generation Z" said that their peers around them had excessive pursuit of low-sugar and low-carbon water, and even talked about "fat" color change, or followed online celebrity to lose weight and not eat carbohydrate.
Due to the lack of professional nutrition knowledge and perseverance, it is easy for Generation Z to start health preservation and give up. How to keep healthy persistently is a challenge for Generation Z.. In the survey, more than half of the "Generation Z" said that the scientific and nutritious dietary lifestyle is easy to give up after a few days, and even 62.44% of the representatives of Generation Z have the possibility of wasting after buying nutritional products. How to make the "Generation Z" keep healthy steadily has become a new challenge.
The survey also found that there are still many "Z generation" who do not pay attention to the nutritional balance in daily life and cram for nutrition temporarily. This step-by-step "Z generation" recognizes the importance of health, but its understanding of nutrition science is not deep. The report pointed out that the "Z generation" has unlimited potential for nutrition consumption, and they attach great importance to nutrition and health, and are also receiving more and more social attention. "Generation Z" is a picky generation, and has its own personalized understanding of nutritional supplements, but there is still room for optimization in scientific nutritional cognition and purchasing behavior. Only by strengthening the scientific guidance of the whole society can the "Z generation" truly understand what scientific nutrition is, become a unique new generation of health care and become the main force to shoulder the future healthy trend. (Feng Kong)
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