China may have avoided a second Covid wave since it rolled back its zero-Covid policy in November 2022, but for many Chinese consumers, health issues are still preeminent in their food-shopping decisions.
Covid lockdowns heightened Chinese consumers’ appetite for functional, health-focused seafood products, according to Dmitri Sclabos, an adviser to several Antarctic krill firms selling into China. He noted strong digital sales and a higher profile for the health functions of krill oil and similar products during the pandemic.
“Lockdowns favored immune-boosting ingredients, and omega-3 is one of them,” he said.
Chinese consumers are keen on dietary marketing and are particularly anxious to get daily doses of EPA and DHA through functional foods, said Sclabos. He’s also seen other ingredients, like algae-oil, taking market share.
“The original message krill oil brands had is now also being offered by other marine oils, like algae oils, which promise mostly to combat aye-fatigue, cardiovascular, and brain health. This will impact the Chinese market, taking market share off krill oil,” he said. “China has seen a healthy launching spree of new products containing EPA and DHA, but just very containing krill oil as its main ingredient. [There have been] launches of oils combining fish oils and other components such as vitamins, fortified with ginseng for example and flavored or combined with antioxidants such a lutein.”
Health is a major watchword in the marketing plans of the Norwegian Seafood Council, one of the top spenders on seafood marketing in China. It sees China as a priority market for 2023, according to Andreas Thorud, the director of NSC’s China office.
“We aim to capture the trends that have emerged during the pandemic with, for instance, an increased focus on health and nutrition, as well as the foodservice industry bouncing back this year,” he said.
Photo courtesy of Norwegian Seafood Council
