Core Insights - Health consumption is evolving from an optional demand to a basic necessity in daily life, driven by proactive health investment rather than reactive measures to illness [1] - The aging population and increased health risk awareness among younger generations are key factors influencing this shift [1] - E-commerce platforms, particularly JD Health, are becoming the primary channels for health product distribution, reflecting changes in consumer behavior and preferences [1] Trend 1: Reshaping Dietary Structure - Health products are transitioning from being age-specific to essential for all age groups, emphasizing daily necessity over reactive supplementation [2] - The "Healthy China 2030" strategy is driving a wave of health consumption focused on nutrition, with a significant portion of health product buyers being young parents [3] Trend 2: Rational Consumption and Trust - Consumers are increasingly focused on product ingredients and efficacy, seeking targeted solutions for sub-health issues like obesity and sleep disorders [6] - The sales of sleep aid products have surged, particularly among younger consumers, indicating a shift towards evidence-based health solutions [7] Trend 3: Home Health Management - The demand for professional medical devices and home care services is rising, driven by an aging population and chronic disease management needs [8] - JD Health reports significant growth in home health monitoring devices, reflecting the increasing importance of user-friendly and effective health management tools [9] Trend 4: Emotional and Experiential Health Needs - There is a growing trend for health products to not only provide health benefits but also enhance sensory experiences and emotional well-being [12] - The market for health-related products is diversifying, with an increase in female consumers in traditionally male-dominated categories, indicating a shift in societal perceptions of health and wellness [14]