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Megatrends in China

June 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in China.

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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?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Douyin  leverages advanced algorithms to help users discover new products
Chinese consumers ahead of the rest of the world on most tech use points
Chinese consumers manage their privacy strongly
Millennials least comfortable about sharing
Friends and family most influential
Almost half of Chinese consumers will shift back to real life
Experience more
IKEA tests concept to encourage consumers to linger rather than checkout
Real world experiences are still the most valued in China
Socialising with friends is key for Chinese consumers - both online and offline
Safety is the most sought-after holiday feature in pandemic times
Strong support across the generations for IRL (in real life)
Middle class reset
Meituan uses community group buying to bring click and collect to rural China
Minimalism is the guiding force - Baby Boomers are especially focused on a curated lifestyle
Strong donating and recycling habit being formed by Chinese consumers
Intention to increase visits to discounters strong across generations
Whealthfields’s 4-in-1 tablet detergent aims to offer premium and convenient experience
Curated simplified experiences are the main motivators
Premiumisation is most established for Millennials
Health, comfort and performance are the most important features
Shifting market frontiers
Zegna: Western brand testing new tech concepts in China
Younger generations in China are more outward focused
Loyalty to locally-owned stores and products is evenly spread
Shopping reinvented
HEYTEA invests in end-to-end experiences
Smartphone is the preferred option across all categories except large consumer electronics
Though “following” is the strongest engagement, it falls well behind global levels
Gen Z and Millennials lead in all forms of engagement
Sustainable living
OMO laundry capsule detergent obtained via carbon capture technology in China
Chinese consumers see charity as the number one ethical action
Reducing plastics and food waste are key concerns among Chinese consumers
Chinese consumers support brands aligned with their values
Recycled packaging solutions considered best for the environment
NEIWAI - self-appreciation drives growth of wireless bra and sports-inspired apparel in China
All-round holistic approach to wellness key for Millennials
Use of massage and sleep aids far exceeds global average
Using health apps and buying health-related products online is well established
Chinese consumers are highly health aware and also increasing spending

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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