Insight report on probiotics in intestinal health in 2020 From Ipsos

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The following is the Insight report on probiotics in intestinal health in 2020 From Ipsosrecommended by recordtrend.com. And this article belongs to the classification: Ipsos, research report.

In early 2020, novel coronavirus was covered by the whole country. On January 20, Zhong Nanshan went to Wuhan and, together with the leader of the high-level expert group of the National Health Commission and academician of the Chinese Academy of engineering, said that the new coronavirus would be transmitted from person to person. The country then sounded the epidemic prevention alert, the epidemic situation also entered the outbreak period. The sudden outbreak of the epidemic has brought a great test to China’s health and medical care, and has also had a significant impact on the public’s concept and behavior. Improving immunity to maintain health has become one of the main demands of the public. So, what changes have consumers made to maintain their health? How should the big health category change to cater?

Based on years of research experience and in-depth market research in the big health industry, Ipsos released the report “insight into big health categories under the epidemic situation”. This report uses the method of combining large and small data to gain insight into the development trend of major health categories under the epidemic situation, the use and future development trend of online medical treatment during the epidemic period, and how to correctly respond to market advertising supervision.

In terms of research methods, the big data part is listened to by social media to monitor the online data trend of new coronavirus and related categories from the outbreak period to the relatively stable domestic epidemic situation. In the small data section, 1029 respondents aged 18-50 from the first, second, third tier cities and below were surveyed by online questionnaire.

1. Personal protection and general health category trend under epidemic situation

According to Ipsos social media research data, with the outbreak of Xinguan epidemic, the online popularity of personal epidemic prevention products has increased (37 times), while online medical treatment, including Internet hospital, online consultation and online drug purchase, has also increased (3 times). However, the online heat of health care products decreased slightly during the outbreak period, or was affected by the attention of the epidemic and the logistics delivery restrictions during the Spring Festival, so it is recommended to continue to observe.

1.1 in the post epidemic era, ultraviolet products may become the next breakthrough

During the epidemic period, masks became the first choice for interviewees. In addition, alcohol spray / cotton flush, wash / wash hand washing liquid and gloves were also made into explosive products, and more than half of the respondents chose it. Families with children showed higher concern for protective / sanitary products, especially for disinfection protective products. In addition, families with children used more types of protective / sanitary products on average during the epidemic period, with 7 choices.

By comparing the protective items found in the daily protective products and epidemic situation before the epidemic, the respondents found that masks, alcohol sprays, cotton and gloves increased the number of mainstream protective products added to the epidemic. In addition, ultraviolet lamp products were added to the epidemic during the epidemic period. Meanwhile, 34 thousand + discussions were also obtained online, compared with the epidemic situation. Before that, the growth rate reached nearly 15 times. Ultraviolet derivatives may be the next breakthrough of home epidemic prevention in the post epidemic era.

1.2 under the epidemic situation, probiotics become potential black horse

The infection and rehabilitation of Xinguan epidemic are closely related to their own immunity. In order to enhance immunity, consumers not only adjust their daily work and rest, diet and exercise, but also take health products as one of the main ways. Among them, the willingness of respondents in the first tier cities to start taking and increase the intake of health products was more significant than that in the second and third tier cities.

On the whole, during the outbreak period, the main concerns of netizens were occupied by the epidemic situation, and the discussion on health care products declined. However, with the control of the epidemic situation, people’s attention to health care products rapidly recovered and grew rapidly. Among them, health products supplemented with vitamins, beneficial bacteria and minerals are the main growth categories. During the epidemic period, although professional media refuted the rumor that VC could effectively improve immunity, consumers still had strong demand for vitamins.

In the treatment plan of new coronavirus published by the Health Commission, it is emphasized that intestinal microecological regulator is helpful for the treatment of new coronavirus. On February 4, Academician Li Lanjuan once again emphasized the “four anti two balance” treatment method, and the related volume of social platform also reached a high point. The micro ecological therapy online obtained high professional certification and flow exposure. Probiotics as microecological regulators have attracted much attention.

In the social media, microblog super talk effectively promotes the balance of micro ecology and topic discussion. The knowledge transfer of a dairy brand through official certification has led to the online exposure of its products.

According to Ipsos social media research data, the number of probiotics related discussions reached 300000 +. The main discussion was the efficacy associated with probiotics, including the care of the gastrointestinal and intestinal tract, followed by the enhancement of immunity. Probiotics can not only be used as a separate health care products, but also can be added to related products, such as milk powder, yogurt or infant complementary food. Due to the epidemic situation, people’s movement is limited. For netizens who have pets, they will also do some gastrointestinal conditioning for pets.

2. Online medical use during epidemic period and its future development trend

During the outbreak, 81% of respondents said they would seek help from online medicine platforms. The purchase mainly includes the purchase of epidemic prevention products and health products, drug purchase and medical consultation.

The respondents who have used the online medical platform showed higher satisfaction, especially for the online drug purchase service. Among them, the first-line and second-line respondents are the mainstream supporters of online medical platforms. More than 70% of the respondents indicated that they had used the online medical platforms during the epidemic period, and said that they would be used for a long time in the future with the same frequency.

2.1 different platforms to meet different needs of consumers

In the online consultation part, more than 60% of them experienced Internet consultation for the first time during the epidemic period. Among them, the market of the third tier cities and below has been rapidly expanded and broken through. In terms of platform selection, respondents would prefer to choose professional vertical platforms, such as Ping’an good doctor, doctor clove, good doctor online, etc.

In terms of online drug purchase, respondents would prefer to purchase in the health sector of e-commerce giants, such as Alibaba health and Jingdong health. The second and third gradients are vertical platforms and o2o platforms.

At the same time, during the epidemic period, many people have become Kitchen God. Influenced by the changes of living habits and dietary intake, digestive drugs became the most popular choice for Internet drug purchase. In addition, vitamins, minerals, anti infective drugs to strengthen resistance followed.

2.21 the epidemic accelerates the vigorous development of Internet medicine in the future

Under the driving of the epidemic, the government has also begun to strengthen the development of “Internet plus” medical treatment. In March, the national health insurance agency issued the “Internet plus” medical insurance opinions. There are three main contents of online medical care, including 1) increased services for common diseases, chronic diseases and Internet plus referral services, which can be included in the scope of medical insurance fund payment; 2) implementing long prescription policy; 3) online prescription fees to achieve medical insurance settlement.

In the past, online medical insurance payment has been the biggest bottleneck restricting the development of internet medical treatment in the past, such as online appointment, online consultation, prescription, online payment, drug distribution and other Internet diagnosis and treatment processes. With the further implementation of the policy, the main pain points of consumer online medicine are further solved, and 2020 may become the first year of the outbreak of Internet medicine.

3. How to deal with market advertisement supervision correctly

During the epidemic period, the central and local governments increased the supervision of advertising notices, Ipsos sorted out the three major forbidden directions. It is strictly prohibited to use the name of epidemic prevention, exaggeration and false advertising, and the initiation of clustering advertising. In the post epidemic era, brands and related marketing agencies should be cautious about the content of communication.

The “black swan” incident in public health outside the epidemic has changed people’s behavior and habits. Basic protection products and disinfection products will become necessary products at home. Enhancing immunity has become the main demand of the public for health, and taking health care products is regarded as the main means. The epidemic has also greatly promoted the rate of online medical treatment and helped the development of internet medical industry. It is worth further insight into the future.

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