Consumer Lifestyles in China

June 2023

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in China report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in China report answers:

  • How is the consumer mindset in China changing? In China, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in China purchase decisions?
  • Where and how do consumers shop in China?
  • What health-related activities do consumers in China participate in?
  • What megatrends should I focus on in China (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in China 202 3
Personal traits and values
Voice of the consumer (1)
"Time for myself" remains a high priority, especially among Gen Z
Identity, status and values reflected in consumer attitudes and behaviour
Consumers appreciate innovation and look for new experiences
Younger consumers have a more positive outlook on their future
Personal traits and values survey highlights
Home life and leisure time
Active households are driving consumers to invest more in their home spaces
Smart homes appeal to all generations
Voice of the consumer (2)
Air quality is an important consideration for Chinese households
Demand for domestic leisure trips remain strong as consumers stay closer to home
Home life and leisure time survey highlights
Eating and dietary habits
Consumers pay more attention to the health benefits of the foods they eat
Lack of time to buy groceries and prepare home-cooked meals impacts meal choices
Low levels of home cooking drives high demand for ready meals, snacks and restaurant food
Consumers make their food choices based on perceived health benefits
Consumers  are more likely to pay more for foods that provide health and nutritional benefits
Eating and dietary habits survey highlights
Working l ife
Workplace benefits prized by all generations
Conditions that allow for a strong work-life balance are important for many
Salaries and job security remain important job considerations
Many see their future working lives fitting more easily around their lifestyles
Working life survey highlights
Health and wellness
A high percentage of consumers use exercise to maintain their health and wellness
A growing number of consumers focusing on improving their mental wellbeing?
Consumers look for food attributes that they feel will benefit their health
Consumers continue to adopt technology solutions to manage their health and fitness
Health and wellness survey highlights
Shopping and spending
Cost-of-living crisis motivating consumers to find ways to manage their budgets
Voice of the consumer (3)
Despite pressure on household budgets consumers want good quality products
Consumers seek out personalised and tailored shopping experiences
Consumers are becoming more mindful of the impact of their purchasing habits
Consumers embrace the circular economy and support brands that share their values
Consumers engaging more with companies and brands through social media channels
Data privacy is a concern, but technology is key to enhancing the shopper journey
Consumers are focusing their attention on spending on essentials and trying to save more
Voice of the consumer (4)
Consumers are cautious and focus on saving enough to cover unexpected emergencies
Shopping and spending survey highlights

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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