With COVID-19 resulting in a growing awareness about health and fitness, the demand for health-related products has grown exponentially. While health was previously a priority just for middle-aged and elderly consumers, more recently this has extended to young people who are increasingly willing to invest in their health.
On shopping festival Singles’ Day, health examination packages, medical masks, and HPV vaccines were the top three health products purchased by those born after 1995.
Data from Alibaba Health revealed that in September people born after 1995 made up 61% of internet searches for acne, 60% of those for sensitive muscles, and 38% of searches for hair loss. Hair growth products were among the top products bought by men while health examinations topped women’s demands.
This trend is especially apparent in lower-tier cities where the growth rate of health consumption has been much higher than larger cities. However, Shanghai, Beijing and Hangzhou were the top three cities for spending on health products per capita during Singles’ Day sales on Tmall.
Read more about trends which dominated Singles’ Day:
- From high-end rice to games – key takeaways from 2020 Singles’ Day
- Singles’ Day sales through the roof with Tmall raking in 498.2 billion RMB