November 14, 2024 – In China, consumers’ shifting lifestyles and preferences are changing the food and beverage industry, pushing brands to innovate with healthier, sustainable, and convenient options that fit modern demands. Innova’s 360 research into consumer trends in China helps to analyze Chinese consumer lifestyle habits and attitudes in key markets and explore healthy and sustainable living, cooking, eating, and shopping habits and the ways in which consumers enjoy their social time.
Consumer Healthy Lifestyle Trends
In China, 81% of consumers are proactive regarding health, far surpassing the global average. A total of 43% have taken much or a great deal of action on their health in the past year. A sporting or fitness goal and concerns over physical health are the top two reasons for
living more healthily.
Consumer trends in China reveals the top strategies for both physical and mental health include exercise, sleep, and dietary changes. Regarding exercise, most consumers prefer lighter everyday physical activity such as outdoor activities or incorporating being active into daily living. High-quality ingredients, fresh foods, and cooking from scratch are key dietary strategies for a healthier lifestyle, reflecting the growing connection between food choices and overall wellness.
Sustainable and Ethical Consumer Living Trends
The majority of Chinese consumers are increasingly engaged in environmental action, with many noticing more eco-friendly labels on products. Consumer trends in China shows that about 60% to 70% are willing to pay more for products designed to tackle the world’s key environmental problems.
2 in 5 Chinese consumers have minimized food waste in the past year, followed by choosing products with environmentally friendly packaging. Packaging claims still hold sway, although fewer consumers focus on proactive climate and sustainability claims. Trust in these claims remains higher in China compared to the global average, with only 16% having little or no trust in environmental statements on packs. Consumer trends in China displays that supporting local growers, producers, or merchants and choosing traceable foods are the top ethical actions taken by consumers when doing ethical shopping.
Consumer Social Lives and Pleasure Trends
More than 2 in 5 consumers are moderately or very socially active. Socializing outdoors has become more important to consumers in the past year, while visiting bars and pubs has become a less significant activity. When seeking to treat themselves, nearly half of consumers focus on everyday moments of happiness, while one-third seek reward in small, consumable treats such as food and drink. Chinese consumers are also more likely than the global average to find joy in planning big ticket items that they can look forward to.
However, the simple things in life are still focused on for pleasure, including time spent with family and friends or relaxation. Consumer trends show that 1 in 3 consumers choose everyday consumable treats as a preferred way to reward themselves. Emotional boosts, particularly through food and drink, are the most valued benefits when seeking indulgence.
Consumer Cooking and Eating Habits Trends
Cooking from scratch remains the primary method for meal preparation in China, but convenience foods play a significant role, with 43% of consumers using them at least once a week. Many Chinese consumers enhance their scratch cooking with convenient options, surpassing global averages in doing so. For example, around 29% (vs. 24%) heat ready meals or convenience foods, 39% (vs. 28%) customize convenience options by adding their own extra ingredients or sauces, and 24% (vs. 13%) buy meal kits.
Snacking is also widespread, with over half of consumers snacking at least once a day. Snacks serve various purposes. Consumer trends in China display that consumers snack to treat/reward themselves, feel better mentally/emotionally, and relieve boredom. Additionally, about half of consumers dine out or order in at least once a week, with food quality being the key deciding factor in both scenarios.
Consumer Grocery Shopping Habits Trends
Around 2 in 3 consumers shop for groceries in a physical store once or several times a week, with 14% visiting a store every day. Online grocery shopping, while less frequent, is still common, with 58% doing so at least weekly. Only 7% of consumers avoid online grocery shopping altogether, far below the global average of 34%. Consumer trends display that both physical and online shopping are on the rise, driven by different motivations. Supermarkets attract consumers for the experience of personal selection, convenience stores for their easy access, and discounters for their affordability. Online shopping, on the other hand, is primarily valued for the time it saves.
The Digital Revolution Trend
Advances in technology are helping many consumers feel in better control of their lives. Chinese consumers are over-index global averages for using selected online and digital tools to assist with health planning. Around 31% use websites to learn more about the ingredients in their food and drink, and 15% look to social media and online influencers.
When it comes to home cooking, social media and video platforms are key sources of inspiration, unlike the global trend where friends and family play a larger role. The use of technology is also growing in foodservice, with tools like contactless payment, QR menus, and self-service ordering becoming more common. While many have adopted tech-driven options like self-service checkouts and checkout-free stores, there’s still work to do to entrench concepts.
What’s Next in Chinese Consumer Lifestyle Trends?
Consumers are becoming increasingly self-sufficient in managing their health, adopting multi-layered approaches that blend physical activity, dietary changes, and mental wellness strategies. With rising demand for functional foods, supplements, and digital health tools, brands have the opportunity to diversify their offerings to address a broader range of needs.
27% of consumers exercise at home or use a home gym to help them feel well, while 23% go to a gym and more than 1 in 5 do sports. With more consumers using exercise as part of their self-care, demand for sports nutrition has never been higher. Brands can expand the range of sports products available to target both those using lighter exercise and the more serious athletes who are already well served by the category.
Socializing at home or outdoors with friends and family has also gained importance, with food and drinks playing a central role in creating everyday moments of happiness. As consumers seek emotional connection through small, consumable treats, brands can focus on convenience and emotional messaging to elevate these shared experiences. Integrating personalized wellness solutions into every day routines is likely to shape future consumer choices and product innovation.
This article is based on Innova’s Now & Next in the Chinese Consumer Lifestyle Choices report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
