Consumer Lifestyles in China

Attention: There is an updated edition available for this report.

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.

Why buy this report?
* Get a detailed picture of the Consumer Overview market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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
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

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook
Cookie Settings