Menu for me: Consumers in China want personalised nutritional products to help assist with health goals

85%

of consumers in China say that they are interested in food and drink customized to meet their individual nutritional needs (2020)

Source: Personalized nutrition survey - 2020 (2,000 respondents)

Top five reasons for consumer interest in food and drink products customized to meet individual nutritional needs (2020) Consumers interested in products

53% 58% 61% 89% 89%

To improve my energy levels To relieve my concern about getting an illness/disease

Source: Personalized nutrition survey - 2020 (2,000 respondents)

To improve my immunity To stay healthy as I get older To maintain a good quality of life

72%

of consumers in China say that they find the concept of nutrition genetic testing appealing when given a definition (2020)

Source: Personalized nutrition survey - 2020 (2,000 respondents)

Eating out, dining in: Demanding consumers in China will want foodservice channels to demonstrate genuine innovation

As already highlighted in the report, eating and drinking habits have changed significantly in China over the last couple of decades because of westernisation, exposure to more choice than ever before, and the growth of a middle class with high levels of disposable income. With life returning to normal in China, consumers will return to the foodservice sector more frequently, expecting menus that align with their ever-evolving need states. Before the pandemic, out-of-home consumption occasions continued to grow in popularity in China because of consumers who feel time-scarce and have high levels of self-entitlement and like to treat themselves on a regular basis.

Demanding consumers will want menus that they feel mirror their attitudes and outlook on life. Like the retail channel, consumers will turn to products as a form of self-expression and to help project their good taste and sophistication to their social circle. Again, this will be intensified in an era where consumers commonly post pictures of their food on social media. This means that consumers will want foodservice outlets that have genuine identity and create stand out appeal. Foodservice outlets can achieve this through combining experimental food and drink products with sustainability credentials.

Consumers will want to see experimental products on menus that challenge their sensory perceptions, with new and unusual flavours that are deemed to offer a genuine experience. Limited time offers can help achieve this, with such offerings being of high appeal in the country. When launching limited time offerings, it is important that products are not available for too long, as this can dampen the appeal and buzz of products. Nevertheless, limited time offerings that are seen as experimental and premium will be of high appeal.

As consumers turn to foodservice outlets as a form of self-expression, it will also be important that outlets demonstrate their green credentials. This goes beyond offering plant-based alternatives on the menu and instead, demonstrating sustainability pledges along the whole of the supply chain and putting these pledges at the core of brand philosophy.