Consumer Lifestyles in China
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in China
Euromonitor's Consumer Lifestyles in China report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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- Consumer landscape 2021
- Life priorities
- Finding “me time” low by global comparison as a selfless culture prevails
- Time for favourite activities ranks high among Chinese consumers
- Gen Z highly focused on living for the moment and enjoying life
- A prestigious image and being perceived as successful is paramount
- Younger generations not as influenced by car ownership status
- Consumers value quality and innovation but will choose trusted brands
- Distinct difference between old and young in purchasing priorities
- Home life
- Being digitally connected at home vital to majority of consumers
- Baby Boomers connecting virtually along with other generations
- Poor air quality in cities drives desire for homes in areas with cleaner air
- Easy access to public transport key consideration for many consumers
- Eating habits
- Prepared food is popular as it is affordable and urban kitchens are small
- A high percentage of all generations regularly eat out at a restaurant
- Chinese consumers want foods with health and nutritional benefits
- Low rates of food restrictions set to change as Gen Z adopt flexitarianism
- L unch is the most important weekday meal for many Chinese consumers
- Weekend lunch as popular as dinner, but breakfast dominates for singles
- Snacking customary due to easy availability and innovative products
- Love of streaming among Gen Z consumers drives snacking behaviour
- Work life
- Work-life balance valued alongside job security and good salaries
- Gen Z breaking the mould and choosing to work for themselves
- Earnings seen as imperative but job security important as well
- Working as a freelance more appealing than starting own business
- Set working hours a thing of the past for all generations
- Sustainable living
- Strong concerns over environment and climate and low trust in labels
- High levels of concern and positive actions across all generations
- Reducing food waste is a key concern among Chinese consumers
- Food and plastic waste reduction top of the agenda for all generations
- Consumers interested in sustainable production but behind on packaging
- Younger consumers most active on sustainability
- Chinese consumers vote with their wallets on brand values
- Millennials more inclined to buy from brands that support their values
- Leisure habits
- Digital friendships driven by pandemic-related movement restrictions
- Virtual friendships appeal across all generations
- Shopping remains a popular leisure activity in China
- Millennials and Gen X are the most avid leisure shoppers
- International travel remains subdued but domestic trips flourish
- Relaxation - most sought-after holiday feature for consumers
- Gen Z less interested in outdoor/nature activities as they prefer to relax
- Health and wellness
- Just over two thirds participate in physical exercise once a week
- Walking and running easily accessible and a good reason to get outdoors
- All generations enjoy walking and running to maintain health
- Use of sleep aids far exceeds global average
- Traditional massage and sleep aids most used for stress-reduction
- Shopping habits
- Niche products and brands have unique appeal to Chinese consumers
- Baby Boomers most likely to want unique or hard-to-find brands
- Social network and social media brand accounts most influential
- Friends and family recommendations valued by all generations
- Subscriptions appeal to consumers who like the sense of belonging
- Consumers still motivated to shop in-store to see or try before buying
- Younger consumers still driven to visit stores to see physical products
- Price and variety of products motivate consumers to shop online
- Availability of a selection of brands drives Gen Z to shop online
- Technology
- Life lived online is carefully scripted and managing privacy is key
- Managing data sharing and privacy settings important across generations
- Smartphones lead the way in devices in China
- Smart wearables exhibit consumers’ love for tech-driven lifestyles
- Social networking is an integral part of life for Chinese consumers
- Baby Boomers make good use of online health-related and medical sites
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