从“保胃战”到“养生局”，健康消费成年俗新主角

Core Insights - Health consumption is becoming a new main theme during the 2026 Spring Festival, influencing various aspects such as dining, gifting, home, and travel [1][5] Group 1: Health Trends in Dining - The trend towards healthier dining options is evident, with 72.3% of consumers focusing on "low sugar, low fat, low salt, and no additives" when purchasing food for the Spring Festival [2] - 68.7% of consumers prefer organic, green, and natural foods, while 59.8% are actively reducing high-fat, high-sugar, and high-calorie food purchases [2] - The shift in dining habits reflects a broader societal push towards a healthier lifestyle, aligning with the "three reductions and three health" initiative [2][3] Group 2: Gifting Trends - Traditional gifts like tobacco, alcohol, and sweets are being replaced by health-oriented gifts such as nutritional supplements and smart health devices, with 58% of consumers prioritizing health attributes in their gift choices [4] - 76% of consumers consider the actual needs of the recipient when selecting gifts, indicating a shift towards practical and health-conscious gifting [4] - The health consumption trend is evident across all age groups, with significant increases in health-related purchases, particularly among younger consumers [4] Group 3: Industry Implications - The rise of health consumption is not a temporary trend but a long-term shift that will reshape cultural practices and industry ecosystems [6] - Key trends include the necessity of health in all consumption scenarios, a younger demographic leading the health consumption wave, and the integration of online and offline retail channels [6][7] - Companies in the food, health supplement, and health device sectors are innovating to meet the demand for low-sugar, organic, and smart products, reflecting a significant market opportunity [7]