In recent years, the China pharmaceutical and healthcare industry has evolved under the influence of three key factors: policy pressures, market dynamics, and shifting consumer perceptions. At this crossroads of “new challenges” and “new opportunities,” Xiaohongshu, in collaboration with NielsenIQ, recently released the Riding the Wave of Healing, Growing with Purpose: 2025-2026 Consumer Trends White Paper for the Pharmaceutical and Health Industry (hereinafter referred to as the “White Paper”). Focusing on the core variable—”people”—it delves into the evolving perceptions, behavioral trends, consumption pathways, and motivations of health-conscious consumers, aiming to help brands gain insights into the current landscape and future direction of the pharmaceutical industry.
Cindy Yang, Vice President and Head of Digital Platform Strategic Partnerships at NielsenIQ China, remarked: “Health is no longer just a physical state but an active lifestyle choice and a form of value expression. This White Paper, anchored in human sentiment, reconstructs industry logic from a researcher’s perspective, revealing how emotional value and cognitive evolution jointly drive the market and shape a new growth paradigm.”
The Leap in Consumer Perception: From ‘No Illness Means Wellness’ to ‘Proactive Management’
The definition of health is being rewritten by consumers. In the past, health was understood as the “absence of disease,” but today, it is a multi-layered, multi-dimensional state—a systemic concept encompassing physical, mental, emotional, and social well-being. According to the White Paper, respondents in the pharmaceutical and health sector selected an average of five descriptors to define “health,” with good sleep quality/regular routines, a positive mindset, and strong immunity/less susceptibility to illness ranking as the top three. Health is no longer about “how to avoid sickness” but about “how to live better.”
This shift in perception has led to an upgrade in demand—health is transitioning from “medical consumption” to an “investment in lifestyle.” Coupled with the influence of China’s “Healthy China 2030” strategy and the trend of younger populations facing health issues, health expenditures are becoming more rigid. The White Paper notes that in 2023, China’s macro health expenditure reached 9.06 trillion yuan, with per capita healthcare spending hitting 2,460 yuan, accounting for 9.2% of total expenditures.
Health Consumption Motivation: Starting with Function, Ending with Meaning
With cognition as the starting point, consumers’ motivations for health spending are also evolving. In an era of accelerating social rhythms and mounting pressures, health has transformed from a physiological concern into a psychological and social issue. Drivers include internal factors like peace of mind and symptom relief and external factors like convenience and social recognition.
The White Paper categorizes these drivers into four key motivations:
- Functional Motivation (“Treatment, Prevention, Maintenance”)
- Efficiency Motivation (“Reducing Worry, Gaining Certainty”)
- Social Motivation (“Identity Expression and Group Belonging”)
- Meaning Motivation (“Enhancing Quality of Life”)
These motivations ripple outward, encompassing not only basic functional needs but also psychological comfort, social validation, and aspirations for the future—ultimately shaping the true drivers of consumption behavior.
The Health Consumption Landscape: Segmented Audiences and Shifting Scenarios
The interplay of consumer cognition and motivation paints a complex picture of the pharmaceutical and health industry. The White Paper highlights that payers in healthcare are undergoing a transition. Changing perceptions of health consumption and shifts in social structures are transforming the demographic profile of health spenders—from a rigid, elderly-dominated expenditure to a diverse and stratified consumption landscape.
Using the framework of “Label × Scenario × Motivation,” the White Paper identifies eight key consumer segments in pharmaceutical and health:
The “Fragile Hedonists”
Self-rating their health at 6/10, these individuals balance high-pressure jobs and overtime with indulgence. When health issues arise, they prefer “cyber-diagnosis”—seeking quick-fix solutions on social media. They want health products that fit seamlessly into their daily lives, using health spending as a means to regain control and seek emotional stability.
The Emotion Balancers
Faced with the pressures of life and work, Emotion Balancers adopt a more “laid-back” attitude—adapting to circumstances and maintaining energetic equilibrium is their ideal lifestyle. When confronting health challenges, they seek not only quick-fix solutions but also focus on improving physical functionality. For them, health products are more than tools to restore peace of mind; they represent a form of self-care and healing.
The Aesthetic Disciplinarians
For the Aesthetic Disciplinarians, health is intrinsically tied to their pursuit of beauty. To them, “beauty” transcends superficial appearance—it’s a radiant vitality that stems from holistic physical and mental well-being. Thus, their health consumption prioritizes products/solutions that boost energy, nourish blood, and enhance immunity.
The Fitness Guardians
For these Fitness Guardians, who maintain health through exercise, pharmaceutical products serve dual roles: as tools to lower BMI, build muscle, and improve performance, and as safety nets for emergencies during outdoor activities. Their health spending is primarily driven by goals to optimize physical function and manage long-term disease prevention.
The Urban Endurers
Late-night work, irregular meals, and erratic schedules define the lives of Urban Endurers. Aware of their chronic suboptimal health, they fret over medical reports yet struggle to escape high-pressure routines. Health consumption becomes their lifeline—a way to “recharge” their bodies.
The Family Health Stewards
They are the pillars of household well-being and the core decision-makers in family health spending. With responsibilities spanning children’s immunity, elderly chronic care, and their own mental resilience, they prioritize the health of every generation under their roof.
The Parenting Pioneers
Unlike the Family Health Stewards, these Parenting Pioneers focus on early-stage parenting—balancing infant development, postpartum recovery, and long-term self-care. Social media serves as their classroom for parenting strategies and a support group to share stress-relief tips with fellow mothers.
The Life Renewers
Entering their “second youth,” Life Renewers enjoy relative ease but pay keen attention to bodily changes and wellness. Beyond menopause-related concerns, they invest in health monitoring and disease prevention to elevate quality of life. Health consumption also helps them navigate emotional transitions in this new chapter.
Diverse consumer segments are redrawing the map of health purchasing pathways. Single channels can no longer accommodate new health paradigms—social media has emerged as the primary touchpoint, shaping pre-purchase awareness and decisions. The White Paper reveals:
- 47%+ of 18–25-year-olds first learn about health products via social media.
- Xiaohongshu’s health-related笔记 (notes) grew 100%+ YoY.
- The new consumer journey: Awareness & Decision (Social Media) → Purchase (E-commerce/Pharmacies).
The Amplifier Effect of Social Media
Content as the Catalyst for Awareness
With the consumer journey now front-loaded, brands must compete for minds on social platforms before users enter pharmacies or open shopping apps. Xiaohongshu’s unique value lies in connecting three critical elements:
- People Its users aren’t passive audiences but主动搜索 (active seekers), expressers, and validators. Their needs aren’t manufactured—they’re understood and illuminated.
- Scenarios Health decisions don’t happen in hospitals but in life’s margins: during sleepless nights, skincare routines, or日常 (daily) self-care moments. Xiaohongshu’s ecosystem turns these fragments into brand-user connections.
- Motivations Traditional health messaging stuck to “efficacy” and “relief.” Xiaohongshu reframes it as “how to live better”—translating功能点 (features) into tangible benefits like “I feel safer,” “I’ve regained control,” or “I’m more stable.”
Ultimately, Xiaohongshu elevates brands from “trusted” to “beloved” by fostering emotional resonance. When users voluntarily share their stories, the brand’s value takes root organically.
Conclusion: User-Centric, Ecosystem-Driven
The future of health consumption won’t rely on单一渠道 (single channels) or专业话语 (expert monologues). It’s about uncovering real needs, rebuilding trust through dialogue, and co-creating a new秩序 (order).
Mi Ou, General Manager of Xiaohongshu’s FMCG Business Group, concludes: “User awareness is advancing, decisions are shortening, and trust is being重构 (redefined). The industry is shifting: regulations tighten, information fragments, and consumers grow more discerning. Health spending is evolving from ‘solving problems’ to ‘carrying meaning.’ Those who translate products into life scenarios and jargon into relatable experiences will lead the next wave of growth.”
