Health has been one of the core themes in China’s consumer landscape over the past few years. Anyone who understands Chinese consumers’ approach to health will appreciate the unity based on the opposing and complementary relations of the yin and yang. A pillar of Traditional Chinese Medicine (TCM) beliefs, the yin and yang need to be in harmony – when one aspect is deficient, the other is in excess.
Many consumers’ health, food and lifestyle decisions are based on maintaining this balance – this ensures a normal flow of qi so their body functions well and they can recover from illness more easily. Whilst people are increasingly living longer in China, partially due to advancements in modern medicine, the ancient TCM beliefs still hold significant importance for consumers. Many factors disrupting that harmony have only become an issue over the past generation.
We only need to look at the scary growth in breast cancer rates in Chinese women to understand how the yin and yang have been knocked off balance. Breast cancer has become the most common cancer among women in China with rates climbing 3.5% annually between 2000 and 2013, versus a 0.4% annual drop in the US. Much of the growth can be attributed to a generation of changes in Chinese lifestyles, such as urbanisation and an increase in professional work. This has led to lower childbearing rates and older mothers at birth, with a subsequent aversion to breastfeeding. Higher stress, less exercise, more unhealthy diets and increased alcohol consumption are also contributing. Each of these factors are common in many countries, but the rate and extremity of change has been much more dramatic in China.
Common household salt has been another factor disrupting the qi flow. On average Chinese eat more than double the recommended intake of salt. This is also a problem in many countries, the difference is 80% of consumption is attributable to Chinese consumers’ own cooking, whereas in the West it mainly comes from processed foods. The list of contributors goes on, as do their differences from other countries.