Core Insights - The Chinese health consumption market is undergoing a significant structural transformation, with consumers shifting from a traditional "seek medical help only when sick" approach to proactive health management throughout their life cycle [1] - This shift is driven by increased public health risk awareness, enhanced consumer health cognition, and factors such as digital technology proliferation, policy guidance, and demographic changes [1] - Companies in the health consumption sector must quickly identify and address the pain points faced by Chinese consumers in proactive health management, which requires keen insight and systematic innovation [1] Industry Trends - Bayer's Health Consumer Division is breaking away from the conventional "global formula introduction" and "mature model replication" strategies, focusing instead on localized solutions that meet the unique demands of Chinese consumers [2] - In 2025, Bayer launched innovative health solutions tailored to local needs, enhancing its product portfolio and contributing to the high-quality development of the Chinese health consumption market [2] Health Issues Addressed - Allergic rhinitis is a growing public health issue in China, with self-reported cases increasing by nearly 100 million from 2005 to 2011 [5] - The prevalence of allergic rhinitis among children rose from 14.81% (2001-2011) to 19.75% (2012-2021), indicating a concerning trend [5] - Bayer is focusing on allergic conditions, launching new products like the mometasone nasal spray in 2025 to better meet the needs of patients [5] Product Innovations - Bayer introduced the Daxin® lactulose oral solution in collaboration with JD Health to address chronic constipation, which affects approximately 140 million adults in China [6][7] - The company also launched the upgraded Bepanthen B5 cream for babies, designed to protect sensitive skin, showcasing a shift from global formulas to products specifically developed for Chinese consumers [7] Collaborative Innovation - Bayer is establishing a "co-creation platform" to foster open innovation, moving away from traditional closed R&D models [10] - The Bayer China Innovation Cooperation Center, launched in October 2024, aims to integrate local research with global resources to accelerate the transformation of scientific advancements into consumer health solutions [10][12] Market Strategy - Bayer's strategy has evolved from merely importing foreign products to co-creating solutions based on Chinese consumer needs, as seen in products like One A Day fish oil and Alevin children's calcium [13] - The company emphasizes a proactive approach to health management, focusing on prevention and scientific intervention rather than just treatment [14] Global Impact - Bayer's innovations in China are not only enhancing local health management but are also being recognized globally, with successful products entering the Asia-Pacific market and beyond [17][18] - The company's commitment to leveraging local insights for global competitiveness highlights China's role as a source of innovation in the health consumption sector [18][19]