April 16, 2025 – The Chinese food and beverage market is constantly evolving in response to consumer preferences. There is a rising awareness of health and wellness, along with a growing appreciation for tradition and sustainability. These changing demands from Chinese consumers are driving new trends that brands must embrace to succeed. Research from Innova Market Insights explores the key trends shaping the future of the Chinese food and beverage market.
Category Drivers in China Food Trends
China’s food and beverage categories are experiencing rapid growth, driven by several key trends reshaping consumer demand and product development. One primary category driver is the increase in disposable incomes of a growing middle class, which has led to increased spending on premium and healthier food and beverage products.
As urbanization continues, many Chinese consumers seek convenience, resulting in a higher demand for ready-to-eat meals and innovative packaging solutions designed for busy lifestyles. Notably, health consciousness is rising among Chinese consumers, making functional foods and beverages that enhance overall well-being popular, particularly those that contain added nutrients or probiotics. More than half of Chinese consumers are looking for products with functional benefits.
With evolving dietary preferences, Chinese consumers are exploring diverse cuisines and flavors due to their desire for variety and growing awareness of global food cultures. There is also an increasing emphasis on sustainability, prompting consumers to favor brands that prioritize environmentally friendly practices, including eco-friendly packaging and sustainable sourcing methods.
Consumer Food Trends in China
Chinese consumers are driving the evolving food and beverage industry through several key trends. A notable trend is a growing demand for value-added ingredients, where consumers are focusing on perzonalized health and wellness solutions tailored to their age, lifestyle, and specific goals. This has led to popular products like fortified milk powder targeting middle-aged and senior consumers.
Sustainability has also become a vital aspect of consumer preferences, with nearly 40% of Chinese consumers seeking products with reduced or eco-friendly packaging. Moreover, there is a rising emphasis on mental and emotional well-being, with consumers looking for products that offer relaxation, energy, or better sleep. The desire for unique flavor profiles is expanding, with around 60% of Chinese consumers interested in innovative taste combinations.
As consumers reconnect with their culinary roots, there’s a resurgence in appreciation for traditional Chinese cuisine, pushing brands to use authentic ingredients. Consumer awareness of gut health is driving demand for probiotic-rich products and some consumers are utilizing artificial intelligence for personalized recommendations.
China Food Trend 1: Ingredients Demand
Chinese consumers are increasingly prioritizing higher-quality ingredients and showing a willingness to explore unfamiliar options that offer potential health benefits. This shift has sparked a rise in the popularity of functional foods and beverages containing ingredients such as turmeric, mulberry leaf extract, and hericium erinaceus, all recognized for their wellness-supporting properties. A significant driver of this trend is the demand for products that are free from artificial ingredients, preservatives, and colorings.
Chinese consumers are actively seeking food products with specific functional benefits amid growing concerns about health and wellness. There is growing demand for plant-based options, including alternative meat products. A clean label approach is also gaining traction, with consumers preferring items that contain simple, recognizable ingredients and avoiding artificial additives. Organic ingredients are also on the rise, reflecting an increasing preference for natural and sustainable food choices.
China Food Trend 2: Precision Wellness
The concept of precision wellness is gaining traction in China. Chinese consumers are increasingly prioritizing health and wellness, leading to a rising demand for products tailored to specific needs. This trend includes age-specific offerings, such as fortified milk powder aimed at middle-aged and senior consumers, along with lifestyle-focused options for weight management, improved sleep, and enhanced energy.
In response, brands are developing customized products that cater to various age groups and health conditions, such as personalized supplement packs and functional foods. There is also a notable emphasis on ingredients that promote gut health, support healthy aging, and enhance cognitive function, reflecting a shift towards personalized nutrition solutions in the Chinese food market.
China Food Trend 3: Green Evolution
Sustainability has become a key factor influencing purchasing decisions among Chinese consumers, who increasingly seek brands that are committed to reducing their environmental impact. This includes the use of eco-friendly packaging and sustainable sourcing and production methods. The shift toward sustainability is reflected in the rising popularity of products with carbon-neutral certifications and brands that actively promote sustainable farming practices.
This trend, known as the Green Evolution in China’s food landscape, highlights consumers’ growing demand for eco-friendly options from food and beverage brands. Notably, about 66% of consumers are willing to pay a premium for brands that address environmental concerns. Furthermore, this heightened focus on sustainability extends beyond staple foods, as consumers also hold non-staple categories, such as sauces and seasonings, to higher environmental standards.
Product Launches Trends
Recent product launches in the Chinese food market reflect emerging trends focused on health, wellness, and sustainability. Yili has introduced Shuhua lactose-free milk products enhanced with mulberry leaf extract and corn cob, catering to the increasing consumer demand for natural ingredients that provide health benefits. This aligns with the broader trend of elevating ingredient quality and incorporating functional botanical elements to promote well-being.
Nestlé China has also made strides in this space with the launch of Wanning milk powder, specifically targeted at middle-aged and senior consumers. This product emphasizes precision nutrition tailored to individual life stages, featuring ingredients like tryptophan, mulberry leaf extract, magnesium, and zinc to support restful sleep and overall vitality.
Yili’s Satine brand has also unveiled its carbon-neutral organic milk, showcasing a commitment to sustainable practices throughout the production process. This move reflects a growing consumer expectation for environmentally friendly products and brands.
What’s Next in China Food Trends?
The Chinese food and beverage market is set to continue to grow as it adapts to evolving consumer preferences. Brands that embrace trends like personalized experiences, sustainability, and unique flavors will succeed.
Key trends shaping this market include the demand for high-quality, natural ingredients and transparency about their health benefits. Personalized nutrition tailored to age and lifestyle is increasingly important. Sustainability practices, such as eco-friendly products and responsible sourcing, are also crucial. Chinese consumers are willing to pay more for experiences that enhance moods and sensory enjoyment, while innovative flavor pairings and a revival of traditional culinary heritage resonate with those seeking authenticity.
This article is based on Innova’s Top Trends 2025: China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
