New Consumer Journey in Health Products in Asia

Delivery

This report comes in PPT.

Key Findings

Two paths of health-conscious purchase influence: Symptom-driven and health goal-driven

Health-conscious consumers in Asia utilise diverse information sources to make their health purchases, especially online. These health-conscious consumers’ purchasing journeys generally fall into two categories: Symptom-driven decisions, which are more immediate and spontaneous, and long-term health management.

Enhancing brand recall: Build emotional connection and highlight diverse use scenarios

For the symptom-driven purchasing path, consumers favour familiar brands when symptoms arise. To stay top-of-mind, brands can utilise innovative marketing tools to enhance recall and emotional connections. Additionally, integrating products into diverse health scenarios helps brands better meet consumer needs and drive engagement.

Engaging consumers with long-term health goals requires clear positioning

Consumers with long-term health goals are highly receptive to information, but they demand credible and convincing content. Aligning product functionality with holistic health goals presented in a systematic manner unlocks new opportunities for product development.

What additional values are consumers seeking in health products channels?

Consumers seek agility, affordability, accessibility and accuracy when selecting a purchasing channel for health products. Integrating new technologies such as Generative AI and enhancing platform efficiency can further elevate the value proposition of these channels.