The power of plants: Consumers want plant-based alternatives that mimic the experience of eating and drinking animal produce

33%

of consumers in China describe themselves as flexitarians (2020)

Source: Meat and plant-based protein survey – 2020 (2,000 respondents)

Source: COVID-19 survey – February 2021 (2,000 respondents)

Top five reasons for following a dietary plan based around meat reduction/avoidance (2020) Consumers who are following a diet based around meat reduction/avoidance

38% 40% 43% 56% 72%

Price of meat is too high I believe eating meat leads to weight gain

Source: Meat and plant-based protein survey – 2020 (2,000 respondents)

Concerns over animal welfare Environmental concerns

I associate eating less meat with being healthier

26%

of consumers in China say that they plan to include more plantbased food and drink in their diets as a result of COVID-19 (2021)

Better for you, not best for you: Consumers want products that they deem to be guilt-free and conveniently nutritious

Although much attention is given to consumers wanting to improve their dietary habits, it is important not to overestimate the influence that nutrition alone has on eating and drinking habits in China. As already mentioned, dietary habits have changed significantly in the country over the last couple of decades, resulting in a greater frequency of non-essential consumptions driven purely by the desire for indulgence. Moreover, whilst eating and drinking habits tend to be more health-orientated in the morning and later on in the evening, need states such as the desire for escapism, indulgence, and the need for energy tend to be more influential on product choice throughout the day, often at the expense of nutritional intake. Indeed, the spread of obesity in the country despite consumers saying that they are making attempts to lead a healthier lifestyle shows that an attitude/behaviour gap exists when it comes to health.

Over the next twelve months, consumers will demonstrate two, somewhat contradictory, behavioural traits. On one hand, consumers will look to improve their eating and drinking habits, looking to reduce their calorie intake and level of snacking. This will be driven by concerns about the risk of health problems in general, and how these are being intensified by current dietary habits. It will also be linked to consumers becoming more concerned about weight gain as a result of increased levels of comfort eating to deal with high levels of uncertainty. However, on the other hand, consumers will continue to turn to food and drink for moments of escapism to deal with pressures of everyday life. Whilst this tendency has declined in 2021 compared to a year earlier, it will still significantly influence food and drink choice.

This means that, ultimately, food and drink choice in China will become more measured with consumers wanting products that offer taste and nutrition at the same time, without the compromise. As a result, sports nutrition and better-for-you snack products positioned around being high in good ingredients and low in bad ingredients, will continue to grow in popularity. When it comes to such products, reassurance of taste and texture will prove crucial for consumers.