China’s residents’ health literacy rate reached 25.4% in 2023, an increase of 10.3 percentage points from 2019. Fitness enthusiasts’ criteria for selecting protein powder have shifted from purely pursuing efficacy to comprehensive consideration of safety, ingredients, and cost-effectiveness. A 2025 consumer behavior survey shows that 75% of fitness enthusiasts check product test reports before purchasing, 63% pay attention to raw material sources, and 58% prioritize additive-free formulas. In response to this trend, brands are optimizing product formulas, launching small-sized trial packs, and enhancing consumer trust through live broadcasts of transparent production processes.
Consumers are starting to prioritize safety and cost-effectiveness when choosing protein powder.
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