A Study on Emotional Design for Vitamin C Dietary Supplements (Chinese Market, Generation Z Consumers)

Abstract

China, recognized as the world’s largest developing nation, displays considerably lower per capita consumption of dietary supplements in comparison to Asian nations such as Japan and South Korea. However, in recent years, there has been a substantial surge in health consciousness among the Chinese populace. This trend is not confined to the middle-aged and elderly; even younger consumer demographics are exhibiting increased health awareness. Consequently, the target demographic for dietary supplements is transitioning towards a younger demographic. Within the Chinese dietary supplement industry, vitamin C has consistently held the largest market share, commanding a broad consumer base. This underscores the substantial role of vitamin C in the dietary supplement sector. In response to the trend towards a younger target demographic in the dietary supplement industry, adjustments are required to accommodate the preferences of this younger consumer group. This research, guided by Norman’s emotional design framework, executed a survey of over 200 respondents to investigate the preferences of Generation Z consumers in China. The research encompassed packaging, product forms, and brand imagery, corresponding to the emotional design’s visceral, behavioral, and reflective layers, with a primary focus on optimally meeting the emotional needs of Generation Z. The findings indicated that consumers favor products in capsule form, packaged in zip-lock. The predominant color scheme is clean white, accented by vibrant orange elements, while emphasizing the product’s health and scientific attributes. This study offers valuable insights for the continued evolution of the vitamin C dietary supplement market in China.