Decoding China's Sugar-Free Food Market: What Consumers Remember and Why

The sugar-free food market in China has evolved significantly, driven by heightened consumer awareness around health, diabetes prevention, and low-carb lifestyles. With urban wellness-conscious consumers fueling demand, especially among millennials and Gen Z, brands operating in this space are vying for recall and emotional connection. This analysis, based on a nationwide online survey of 1,200 respondents (aged 18-55, equally split across Tier 1, Tier 2, and Tier 3 cities), provides insights into brand recall performance, perception attributes, and personality fit of leading sugar-free food brands.

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In-depth interviews and focus groups conducted in Shanghai, Shenzhen, and Chengdu revealed significant emotional undercurrents in consumer narratives. The trend of sugar-free eating has transitioned from a niche market to a mainstream phenomenon, particularly among urban office workers and health-conscious mothers. Many respondents indicated that their journey into sugar-free foods began post-pandemic, motivated by concerns related to weight management, gut health, and family dietary needs.

The brand BYHEALTH was commonly described as "the brand my mom trusts," reflecting its established presence and scientific credentials. However, it was sometimes perceived as "clinical" or "not fun" by younger consumers. In contrast, Wholly Moly was frequently associated with terms like "fresh," "natural," and "Instagrammable," linking it more to enjoyment and everyday indulgence rather than dieting.

Brand Recall Metrics (Top Brands)
Respondents most frequently recalled BYHEALTH and Wholly Moly unaided, pointing to their strong presence in both online and offline wellness channels. Nestlé benefited heavily from aided prompts due to its wide SKU range and embedded brand trust.

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This release was published on openPR.