Consumer Research Explores Healthy Snacking in China
Snacking is playing a big role in the daily lives of Chinese consumers. While factors such as comfort and reward are important drivers of snacking, consumer choices in snacks reveal health is also on consumers’ minds. Our latest proprietary consumer research study, which gained insights from 800 Chinese consumers, explores trends and opportunities in healthy snacking in China.
Download our Snacking Guide to understand key global trends in snacking.
Results from our research will be shared in the following 3-part series:
- Part 1: Chinese Consumers and Healthy Snacking
- Part 2: Protein and Its Role in Snacking
- Part 3: Snacking Preferences and Barriers to Growth
In Part 1, we look at the consumer landscape in China, as well as consumer perceptions around healthy snacks, consumers’ preferred snacks, and changes in snack consumption in the past year.
Understanding the Chinese Consumer
China’s consumer landscape indicates a large proportion of consumers are likely to be interested in healthy snack options. 46% of Chinese consumers are identified as active lifestyle consumers, while 27% are healthy lifestyle consumers. Another 12% are sports performance consumers.
Activities range from walking, yoga, and hiking for healthy lifestyle consumers to high-intensity interval training (HIIT), spinning , and strength training for sports performance consumers. Weight management is an important motivation for all three groups, while performance is a driver for both sports performance and active lifestyle consumers.