The Social Welfare Survey Report on "Misleading Marketing and Consumption of Nutritious and Healthy Food" (hereinafter referred to as the "Report") was officially released at the 2023 Quality Consumption Conference - Food Safety China Tianfu Dialogue.On November 28, 2023, the ** Food Safety Office, together with 28 departments, officially launched the 2023 National Food Safety Publicity Week in Beijing. The China Association for the Promotion of Quality and Safety of Food and Drug Enterprises (China Association for the Promotion of Food and Drug Enterprises), as a national first-level association under the guidance of the State Administration for Market Regulation, actively responded to the theme of the 2023 National Food Safety Publicity Week, "Frugality, Trustworthiness, Responsibility, and Concerted Care of Food Safety".
The investigation and research on the knowledge marketing and misleading consumption of nutritious and healthy food is an important data support for the "Good Behavior Promotion Project of Internet Dissemination of Nutritious and Healthy Consumption" initiated and carried out by the Quality Consumption Working Committee for a long time. With the support of relevant social organizations and volunteers, the Quality Consumption Working Committee organized an offline one-on-one interview paper questionnaire survey on "Nutrition and Health Food Knowledge Marketing and Consumption Misleading" in first-tier cities and some provincial capitals and prefecture-level cities across the country in late November 2023.
On December 8, 2023, the "Social Welfare Survey Report on Nutrition and Health Food Knowledge Marketing and Consumption Misleading" (hereinafter referred to as the "Report") was officially released at the 2023 Quality Consumption Conference and Food Safety China Tianfu Dialogue.
The report aims to objectively reflect the current situation of knowledge marketing behavior in the field of nutrition and health consumption, evaluate the level of nutrition and health consumption literacy of different groups of consumers, and widely grasp the consumption misleading behavior from the perspective of consumers. A total of 4955 valid samples were collected.
The gender ratio and age level distribution of the respondents participating in this survey are relatively balanced, and more than eighty percent of the respondents have received college education or above, and the overall education level is relatively highRespondents with a monthly income of more than 5,000 yuan accounted for nearly 60%, which was in line with the main consumer group of nutritious and healthy food and the audience scope of the population covered by knowledge marketing.
In terms of the survey on the consumption behavior of nutritious and healthy food, more than 85% of the respondents have spent on nutritious and healthy food, which further indicates that the national health concern is gradually increasing, and they are beginning to pay attention to nutrition and health consumption. In the selection of nutritious and healthy food categories, more consumer attention is maintained in immune regulation, nutritional nourishment, bone health, chronic disease conditioning, fatigue relief and other "daily needs".
More than 40% of the respondents chose the category related to "regulating immunity", and about 1 3 respondents chose "nutrition and nourishment", and about 1 4 each of the respondents chose "bone health", "fatigue relief" and "chronic diseases**".
From the perspective of consumption methods and channels for purchasing related products, although stores, supermarkets and sales are still one of the main ways, switching to online shopping has become the general consensus of more than half of the respondents.
The main users of consumers who buy products are the elderly at home, spouses and lovers, and themselves.
In terms of the purchase use of nutritious and healthy food and the target of end users, "respect for the elderly" and "self-interest" are more obvious, which is inseparable from the attributes of related products and consumption behavior Xi.
Offline channels are mainly supermarkets, pharmacies, and sales;Online is dominated by e-commerce platforms, mini programs, and communities**.
In terms of consumer literacy of nutritious and healthy food, the problem of "distrust" shown by respondents is prominent. It is manifested in the distrust of brands and merchants, the distrust of the functional components and final effects of the product, and the distrust of the product management activities.
Nearly 70% of respondents could not effectively distinguish between marketing advertising and health science.
Respondents' "distrust" of related goods or services also stems from the chaos of new retail such as information dissemination channels and live-streaming e-commerce, which further complicates related issues, especially some so-called "advertorials" of "planting grass" and "sharing shopping experience", which make it difficult for consumers to distinguish the authenticity and become an important reason for dissatisfaction with the consumer experience.
More than half of consumers believe that "knowledge marketing"** spread on the Internet is misleading.
In terms of respondents' willingness and satisfaction with goods or services, first, most respondents have a strong willingness to consume nutritious and healthy foods;
Second, the old problems and new scams in online and offline related fields have seriously affected consumers' consumption cognition of nutritious and healthy foods, making consumers appear to be "unwilling to consume" emotions that need to be alleviated
1 4 Respondents believe that the main reason for the lack of consumption is misleading by false advertising.
Third, the respondents' consumption attitude is "not positive" and "not satisfied", which is the actual situation objectively, which is mainly caused by "distrust" and new trends and trends.
Contradictions in knowledge marketing: "difficulty in obtaining fair information", "difficulty in protecting rights", and distrust of self-leading and delivery anchors.
The rise of short and high quality and high quality nutrition and health products expected by consumers can not achieve the expected effect of claims or claims, which has hit the enthusiasm and subjective initiative of active consumption of nutritional and health food.
The problems of "distrust", "fear of being deceived" and "dare not consume" are prominent.
Nutrition and health is an important direction of the current food industry development, the majority of consumers have an increasingly strong demand for "eating healthy", and the rise of new formats such as e-commerce and live e-commerce, on the infinite shelf of the Internet, consumers have more independent choices, and Internet traffic has become a must for businesses.
The Quality Consumption and Business Environment Working Committee of the China Food and Drug Promotion Association will further mine and analyze the data of the survey report, and the Working Committee will also carry out further research and standard formulation in response to the problems reflected in the survey report, and continue to release them in the series of landing promotion activities of the Quality Consumption Conference.